BIA CEO Andrew Scott said “Australia has some of the best waterways in the world and boating is a great way to experience the great outdoors whether it is by power boat, sailing boat or paddle craft.
“Boating really offers something for everyone and a vast range of mental and physical health benefits. Scientific studies have proven that on a boat, feel-good hormones such as dopamine, serotonin and oxytocin increase, while stress hormones such as cortisol decrease,” he said.
With more than 85 per cent of the population living within 50km of the coast, it is little wonder that almost one in five households have a boat or watercraft.
Australia has more than two and a half million people with a licence to drive a powerboat, with close to one million registered vessels and a countless number of non-motorised craft (such as small paddle and sail craft) which do not require registration or licensing.
Key statistics issued earlier this year by the BIA identified that:
- 1 in 10 Australians have a boat licence
- 970,000+ registered boats
- 10 per cent of registered vessels are personal watercraft, fastest growing segment
- 85 per cent of boats are under 6 metres
- 60 per cent of boating trips are up to 4 hours duration
The BIA aims to grow participation in boating by encouraging more people to enjoy the water, whether they’re new to the experience or seasoned enthusiasts. The campaign showcases the inclusivity and accessibility of boating across all ages, genders and budgets – from paddle and powerboats to sailing – fostering a lasting, positive association with the boating lifestyle.
The Sydney International Boat Show in August this year attracted almost 42,000 attendees with 73 per cent agreeing boating promotes a healthy lifestyle and 87 per cent saying boating promotes a social and/or family activity.
Last year the campaign reached seven and a half million viewers on TV, five million digital impressions and more than three million video views, and the 2024 campaign aims to capture new audiences with the call to action of “Adventure Awaits. See You Out There.”
TV personality Andrew “ET” Ettingshausen of the long-running show Escape Fishing with ET is the voice to the TV commercial and digital video assets and brings his raw enthusiasm for all things boating.
ET said “Being out on the water has many benefits, from fishing and relaxing to creating memories with friends and family. Boating offers something for everyone. I’d encourage all new boaters to educate themselves before hitting the water, from safety equipment to having the right marine batteries installed, there are plenty of resources available to learn more via the Discover Boating website.”
The campaign runs across New South Wales, Queensland, South Australia, Victoria and Tasmania from 15 November 2024 to 15 February 2025 and is supported by Century Batteries, GMSV, Marine Rescue NSW and Boating Industry Association of Victoria. The campaign will feature across TV and digital channels, along with BIA’s own social and email marketing.
For more information on how to Discover Boating visit: discoverboating.com.au
About the Boating Industry Association Ltd (BIA)
The Boating Industry Association (BIA) is the peak marine industry body in Australia, representing the interests of the sector, businesses and the wider community of boating enthusiasts. BIA is an advocate for boaters and supports the safe and responsible enjoyment of recreational boating as a positive and rewarding lifestyle for Australians. A not-for-profit organisation, BIA aims to promote participation in recreational boating, strengthen government advocacy and support for members and expand the opportunities for professional growth and career pathways in the marine industry.
