The AUS$4 million “Best Job in the World” campaign from Tourism Australia, launched this week, will communicate the attractions of working in Australia on the working holiday visa (WHV). Peak body English Australia says it could increase young working holiday makers in Australia by 20% – a key segment of the ELT market.

“Many visitors choose to undertake an English language course at the beginning of their stay”

“The strong Australian dollar has had a negative impact on Australia’s affordability for study and travel,” said executive director Sue Blundell. “However the strong economy also means that there are work opportunities to assist with supporting these activities that are just not available in other destinations.”

The concept for Tourism Australia’s campaign centres on recruiting foreigners for “six extraordinary jobs in six extraordinary states and territories”. The list is colourful including ‘Chief Funster’ in New South Wales, ‘Outback Adventurer’ in the Northern Territory and ‘Wildlife Caretaker’ in South Australia. Each job comes with a six-month salary package worth AUS$100,000.

Tourism Australia hopes the campaign will draw attention to the WHV, which is open to 18-30 year-olds and growing in popularity (although English Australia and others are fighting a proposed 30% rise in its cost). According to the Department of Immigration And Citizenship, in the period from July to December 2012 almost two million WHVs were granted, up 5.8% on the same period in 2011.

In addition, some 22% of international English language students in Australia hold the WHV as many combine a period of work with language study.

English Australia has been fighting a proposed 30% rise in the cost of the WHV

Said Blundell, “The WHV allows for up to 17 weeks of study to enhance the cultural exchange and work opportunities that are available to young people visiting Australia.

“Many visitors choose to undertake an English language course at the beginning of their stay to help them maximise both the social and work aspects of their visit.”

According to Tourism Australia the campaign will target WHV-eligible language markets such as Germany, France, Italy, Sweden, Italy, Hong Kong, Taiwan, South Korea and Japan.

Thanks to an end of year surge, English schools in Australia saw enrolments grow by 0.2% in 2012, and year-on-year commencements by 4.2%. Inversely enrolments across all education sectors fell by 6.9%, as the country continued to struggle with a high dollar and competition from other study destinations.