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Apparently the "Oprah effect" doesn't transcend U.S. lines. Winfrey's audience went into typical pandemonium when she announced that she'd be footing the bill for a trip to Australia last December, but the resulting TV series, titled Ultimate Australian Adventure, underwhelmed viewers and failed to boost Australia's tourism efforts as planned.
As we reported previously, it was actually Australian taxpayers who shelled out money to fund Oprah's adventure, some $3 million to be exact, including expenses for 300 of her fans. Updated estimates put the cost closer to $5 million. The return, which was valued at over $300 million in global publicity according to Tourism Australia, didn't quite hit the mark. But just how far off it is has yet to be determined as Tourism Australia chief, Andrew McEvoy told the Sydney Morning Herald, "the full impact will be seen over many years to come."
Experts have relied on visits by Americans (as well as those by Canadian and British residents) to gauge Oprah's influence, numbers which showed that U.S. visits fell 0.8 percent in the first five months of 2011, compared with the first half of last year. The dip was even more pronounced in Britain and Canada, where Oprah's special also aired.
Australia's rising dollar is partially to blame, but critics also say that the TV series' narrow focus-showcasing only two "stereotypical" parts of the country-was also a factor.
Comments: (108)
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By: allyndp on 7/20/2011 6:53AM
Perhaps Oprah should subsidize some tourism to Australia on her own? The average US citizen has better things to do with their money I think than to trot about the globe when there is so much to see and do on the US homeland.
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By: Rothay on 7/20/2011 11:33AM
I agree with your comment. First off, why do these pundits fail to take into account that recessions affect tourism? People cut back on what they deem to be non-essentials for the moment. A trip to Australia is very costly. The fare alone would turn anyone off especially if you have children. Vacations anywhere cost money. Now is not the time tou guage the effect of this Oprah Winfrey spectacle. Hard times hit when she set off on her publicity stunt, and they are still here. Yes indeed the United States has a multitude of attractions. In my view, the US has everything, every kind of landscape - sun, snow, you name it, lakes, mountains, national parks (I love Yosemite). Many Americans, like the British, look elsewhere for their vacations, not realizing that the good places are right under their noses. Here's to tourism for the United States (and I say this as a passionate fan of Australia and all things Australian, just love those roos!).
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By: girlking on 7/20/2011 5:56PM
I would guess that the Americans that accompanied her would beg to differ with you. It wasn't about her being responsible for boosting tourism for Australia it was about giving her audience a trip that most of them probably wouldn't have taken.
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By: Judy on 7/20/2011 6:54AM
America is sick of Oprah Windbag and her narsistic self loving liberal extremisist views. Go away Oprah.
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By: Joe on 7/20/2011 9:25AM
Here, Here I agree
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By: mary myers on 7/20/2011 8:45AM
Hit the nail on the head there honey. It's so easy to spout platitudes when you are a billionaire.
"Find your dreams" and crap like that does nothing for the young mom of three, with a ninth grade education, sitting in her trailer with no a/c and nothing to do but watch Oprah.
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By: risa on 7/20/2011 9:28AM
I agree Judy, why did she just not give a donation to this country instead she helped spend there's. It's to bad she does not have to pay 10% on her net worth each year.
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By: bertysing on 7/20/2011 10:28AM
Oprah does way more than spout platitudes. She has set an example of someone truly dedicated to self-honesty and improvement by being vulnerable, by genuinely admitting her mistakes, and by candidly revealing her own weaknesses in the process. The vast majority of people world-wide absolutely adore Oprah, I am afraid you are in a minority. But, the truth is, when people are wounded, their wounds lash out, seeking to not only wound others, but seeking to maintain the wound. Only a wound can speak with bitterness and contempt. Healing our wounds has been what Oprah is all about, you are missing something, and should look more closely.
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By: Tracie Smith on 7/20/2011 10:35AM
I completely agree with you. She should make up that difference, it's not like she can't afford it.
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By: Mark on 7/20/2011 11:39AM
I agree wholeheartedly!!!!
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