The Boating Industry Association Ltd (BIA) has launched its sixth annual Discover Boating ‘See You Out There’ campaign, as it continues to inspire more Australians to experience the boating lifestyle.
Discover Boating ‘See You Out There’ campaign. Pictured is the Jeanneau Merry Fisher 795
Launching on 1 November, the 2026/27 campaign will build on five years of promoting boating as an accessible and rewarding outdoor activity, encouraging Australians of all ages and experience levels to discover the freedom, adventure and connection that comes from spending time on the water.
BIA CEO Andrew Fielding said the campaign’s continued momentum reflects the importance of investing in the future of recreational boating and reaching audiences who may not have previously considered getting involved.
“Boating has always been part of the Australian way of life but there are still many people who haven’t discovered just how accessible and rewarding it can be,” Fielding said.
“Whether it’s a morning fishing trip, exploring somewhere new with family, learning to sail or simply enjoying time away from the everyday, boating offers experiences that are hard to replicate anywhere else.
“Our aim is to help more Australians see themselves enjoying those experiences, regardless of their age, background or budget.”
The campaign follows a highly successful 2025/26 season, which delivered more than 49 million impressions across television and digital channels, demonstrating the effectiveness of a coordinated, industry-led approach to promoting recreational boating.
Television generated more than 39 million impressions, representing growth of over 100 per cent on the previous year, while digital advertising delivered 9.9 million impressions, 5.1 million video views and 2.45 million full video completions.
Fielding said the results provided a strong foundation for the campaign’s next phase.
“Over the past five years, we’ve continued to refine how we reach and engage Australians, and the results demonstrate that our message is resonating,” he said.
A key focus of the campaign is attracting new participants to boating, while also encouraging existing boaters to make greater use of Australia’s waterways and inspiring those who have stepped away from boating to return.
The campaign will showcase the diversity of experiences available across paddle, power and sail, challenging perceptions that boating is expensive, complicated or only accessible to experienced enthusiasts.
Running throughout the peak summer boating season, the campaign will combine television, digital video, social media and online advertising, supported by BIA’s Discover Boating website and owned communication channels.
Importantly, advertising will extend beyond traditional boating and outdoor audiences into mainstream media environments, introducing the lifestyle to people who may not already be actively considering boating.
Beyond inspiring participation, the Discover Boating campaign plays an important role in supporting the long-term growth of Australia’s recreational marine industry.
With national industry turnover exceeding $10.5 billion and approximately 35,000 people employed across more than 2,000 businesses, recreational boating makes a significant contribution to the Australian economy and regional communities.
Fielding said growing participation was key to sustaining the businesses and jobs that support the boating lifestyle.
“Every new person who discovers boating represents an opportunity for our industry, whether that’s purchasing a boat, accessing training, visiting a marina, hiring a vessel or using the many products and services that make boating possible,” he said.
“By promoting boating collectively, we can reach audiences and build awareness at a scale that individual businesses may not be able to achieve alone.”
The 2026/27 Discover Boating campaign is supported by key industry partners GMSV and Club Marine, whose continued involvement helps BIA deliver a coordinated national program promoting safe, responsible and enjoyable boating.
BIA looks forward to another summer of encouraging Australians to embrace the boating lifestyle with the campaign’s familiar call to action:
Adventure Awaits. See You Out There.
For more information, visit bia.org.au
