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Selling Australia

With tourism fast becoming one of the biggest industries across the globe, the documentary looks at just how far Australia is prepared to go in search of the tourist dollar.

Selling Australia reveals a world of ruthless marketing where canny entrepreneurs and government agencies are determined to give visitors exactly what they want whether it be a taste of Aboriginal culture, sandy beaches or a bush adventure.

It’s the Australia the overseas tourist has come to expect and it’s a picture that’s been carefully and expensively constructed through international advertising campaigns. In the tourist industry the identity of a country is marketed just like any other commodity be it cars or Coca-Cola. But with billions of dollars at stake, does how Australians see themselves really matter?

Broadcaster ABC
Distributor Oberon
Production Stills