No number comparison really - Spain is part of continental Europe and easily accessed by 100's of millions. It can also be part of an itinery. Oz stands alone and is expensive - time consuming to get to. The word ****** is to some possibly distasteful but I know nobody that considers it a swear word in the sense of profanity.
It certainly is a unique approach and as they say ANY pub licity is good publicity! (Anybody that won't visit because they may hear the word ****** whilst down under should probably stay at home anyway
)