Megan Gale appointed as Australian tourism ambassador

Supermodel Megan Gale has been appointed as Australia's Tourism Ambassador to Italy, by the Australian Tourist Commission (ATC), to boost the profile of Australia as a holiday destination.

ATC Managing Director, Ken Boundy announced the appointment of Megan Gale as the Australian Tourism Ambassador to Italy at the official launch in Sydney today.

Speaking at the official launch, Megan Gale said she was thrilled to be working with the tourism industry to raise the profile of Australia.

"Being chosen to promote my home country in Italy and enticing Italians to holiday in Australia is a great honour," Ms Gale said.

"Working overseas has provided me with an opportunity to visit some of the most popular tourist destinations around the world, but I still believe that Australia offers the best holiday experiences of any destination I've been to.

"Australia offers the lifestyle, adventure, natural wonders, beaches and of course the shopping which appeals so much to the Italian market."

Megan has volunteered her services to take up the role of Australia's Tourism Ambassador to Italy for the ATC. Megan will feature in a range of promotions including holiday supplements in Italy's leading newspapers, ATC's consumer website and publicity events in Italy.

ATC Managing Director, Ken Boundy, said Megan's generous offer to work with the ATC and her endorsement of Australia as a holiday destination was great news for the industry.

"Megan Gale is extremely popular and currently the best known Australian in Italy," he said. "With her assistance we will be able to raise the profile of Australia as a popular holiday destination for Italian travellers.

"Her friendly, youthful and active image is quintessentially Australian making Megan the ideal Ambassador to promote Australian tourism in Italy.

"While Megan's endorsements will generate interest across the general population in Italy, her considerable appeal with young travellers and honeymooners will help us boost interest in Australia as a destination in these key segments.

"Megan is perfect for this new role. She is a proud Australian, who loves holidaying in her home country, but lives in Italy and is adored by Italians - a perfect combination!"

"Italy is a small, but promising tourist market for Australia, and we are looking to build the number of Italian visitors over the next few years."

Mr Boundy said endorsements of Australia by famous Australians had been a huge success for the tourism industry in the past.

"Just as Ian Thorpe has promoted Australia in Japan and Paul Hogan promoted Australia in the US, Megan Gale will now be the face of Australia in Italy," Mr Boundy said.

"Last year the ATC appointed the first Australian Tourism Ambassador with Ian Thorpe becoming the face of our country in Japan. Ian's support has been tremendous and has generated around $20 million in publicity for our country.

Megan's first duty as Australia's Tourism Ambassador to Italy will take place in Italy next month where she will meet with key media in Italy to promote Australia as a tourism destination. Megan has participated in an ATC promotion last year, with an article featuring her favourite holiday destination appearing in a newspaper supplement.

In the past year (to end-June 2002), Australia received 41,000 visitors from Italy and Italian travellers are one of the country's highest yield markets. The honeymoon market in particular is showing strong potential for tourism to Australia.