Tourism Australia launched its new "Aboriginal Australia: Our Country is Waiting for You" digital content campaign this month, centered around a three-minute video filmed by an Australian Aboriginal. This is the first time that Tourism Australia has launched a marketing campaign promoting the country's indigenous culture to the international consumer. It's also the first time we've seen an official tourism campaign supplemented with a filmmaker's blog describing the production of the campaign. In 2014, only 14% of international visitors participated in Australian travel experiences incorporating Aboriginal culture. The tourism board believes this is because international consumers assume those experiences only take place in uncomfortable environments in remote landscapes.