Tourism in Australia is a very large sector of the economy. According to a recent report on the industry by the Australian government, the tourism industry represents 4.7% of Australia's GDP, is responsible for 11.2% of Australia's export earnings, and employs 6% of the workforce. At least until September 2001, tourism and particularly international tourism had grown rapidly for the past two decades. All visitors to Australia, apart from New Zealanders, require advance permission to enter the country. For most countries, a full visa is required, but holders of certain passports are able to apply for the simpler Electronic Travel Authority. Australia was also the received the 10th biggest revenue from being a tourist destination in 2002, 2003 and 2004.
Australia's international tourism campaigns have largely centred around the image of Australia as a wild, expansive, almost uninhabited continent, with all manner of exotic scenery and wildlife, endless beaches, large coastal cities and friendly, relaxed locals. A famous advertising campaign of the 1980s featuring Paul Hogan offering American tourists the chance to "throw another shrimp on the barbie" serves as an exemplar of this marketing approach. (Ironically, this statement is a misquote; Hogan's actual line was "I'll slip an extra shrimp on the barbie for you.") Whilst often criticised in Australia as presenting an unrealistic and embarrassing image of Australians and Australia as unsophisticated and uncultured, the approach seems to have succeeded in attracting visitors. The 2006 Campaign uses Australian Lingoistics to try and attract tourists with the slogan "So Where the Bloody Hell are you?"
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