Tourism Australia is defending the timing of its new international campaign, with the organisation saying it’s aiming for long-term success. 

The campaign, which launches on Wednesday, has been criticised for coming at a time of increased travel costs for people globally. 

Tourism Australia Managing Director Philippa Harrison told Liam Bartlett on 6PR Mornings the timing of the launch is appropriate.

“The tourism campaign for Australia is a long-term proposition,” she said.

“When I’m launching a global campaign, I’m thinking about 12 and 24 months into the future,

“It just takes a long time to plan and book an Australian holiday.”

Tap PLAY below to hear what the new Tourism Australia campaign is all about.