Chris Hemsworth on Tourism Australia’s new ‘Philausophy’ (Interview)

The distinct and defining character of Australia and of Australians was celebrated as key industry stakeholders were invited to a special preview last week of the new $38 million three year global campaign, ‘Come Live our Philausophy’ being rolled out in 15 key tourism markets in the coming months.

A deliberately Australian play on words, Philausophy aims to capture the philosophy of Australians and their informal approach to living, which research shows is highly appealing amongst visitors.

Tourism Australia Philausophy Campaign Preview“Our $143 billion tourism industry is such a vital part of our economy and in order to grow the industry further and create more tourism jobs, we need to find new ways to sell Australia and differentiate ourselves,” said Federal Tourism Minister, Simon Birmingham.   “At its core, Philausophy, is about giving travellers from around the world a taste of what makes Australia such an enjoyable destination by shining a spotlight on the people, lifestyle and personality that make Australian experiences so memorable.

“We know from our research that 70% of international travellers believe that Australians have a different perspective on life; 79% believe that the Australian people are an important part of the Australian lifestyle; and 82%t would like to travel to Australia to experience our lifestyle,” said Tourism Australia Managing Director, Phillipa Harrison.

Speaking about his involvement in the new campaign, Australian actor and Global Ambassador for Tourism Australia, Chris Hemsworth said that Australians have something truly special to offer to the world.

“To say that Australians are laid back, outgoing, and have a great sense of humour would be both buying into widely-known clichés and admitting an absolute truth.  An incredible sense of adventure and an insistence on having a great time is truly born into our DNA,” Chris Hemsworth said.

Press play for video interview:

More about the book:

philausophy_book-mockup_cover.pngThe book is an exploration into the uniquely Australian way of thinking about life, friendship and adventure. Written by some of Australia’s most respected artists, chefs, writers, conservationists and entrepreneurs, Philausophy takes readers into the laid-back, irreverent and adventurous way of life Down Under.  Friends of Australia, tourism industry personalities and notable local and global icons will help bring TA’s new Philausophy campaign to life by providing their own personal perspectives and experiences that help explain our unique Australian way of life.

The Philausophy storytellers include:

Paul Hogan: Australian comedian, actor, writer and television presenter.
Chris Hemsworth: Australian actor and Global Ambassador for Tourism Australia.
•Adam Hills: Australian comedian and radio and television presenter.
•Ben Shewry: Owner of Attica and one of Australia’s most acclaimed chefs.
•Curtis Stone: Australian chef, author and TV personality.
Dr. Terri Irwin: Wildlife conservationist and owner of Australia Zoo.
Kathy Lette: Australian-British author.
•Kylie Kwong: Australian chef and television presenter.
•Kylie Minogue: Australian singer, songwriter and actress.
Laura Brown: Editor in Chief of InStyle Magazine (US)
Mick Fanning: Former Australian professional surfer.
•Mike Cannon-Brookes: Co-founder and co-CEO of Atlassian.
•Warwick Thornton: Australian film director, screenwriter and cinematographer