Tourism Australia targets high-spending consumers with new premium strategy. 

“The premium strategy focuses on education around products that offer exclusivity and personalisation, which are hallmarks of luxury, but are uniquely Australian. As such, we are working very closely with Signature Experiences,” Penny Rafferty.

https://skift.com/2018/05/08/tourism-australia-targets-high-spending-consumers-with-new-premium-strategy/