Australia boasts some stunning natural attractions
Australia urged to embrace its green side
15 May 2008A marketing expert has advised the organisation responsible for promoting tourism in Australia to focus on the country's potential as an environmental travel destination.
Daniel Levine of New York-based travel marketing and publishing firm Avant-Guide Institute visited Australia as the national tourism agency is pursuing a $180 million (£86.6 million) review of its global advertising plans.
Mr Levine advised Australia to follow the lead of its neighbour New Zealand, which is promoting itself under the slogan '100 per cent pure'.
He added: "The whole trend about the greening of everything is probably the biggest trend of our lifetime. I think Australia is in a unique position in that at least from outside people perceive it as being a more natural place than Europe or the US."
Research by Avant-Guide suggests that another important element of the modern travel industry is innovation, as tourists are constantly looking for new and unique experiences.
Mr Levine offered the examples of a nightclub in the Netherlands with a spring-loaded dancefloor that uses its guests' movement to generate electricity and hotels that allow visitors to rent pet dogs for the duration of their stay.
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