“Holiday Here This Year” is what Tourism Australia is urging Aussies to do, using the familiar slogan coined earlier this year as part of the national bushfire recovery effort.
The domestic campaign, reported to cost $7 million, sees comedian Hamish Blake and his partner Zoe Foster-Blake attempt to galvanise Australians to support their fellow Aussies by booking a holiday wherever they can around the country.
While the government wants to encourage Aussies to explore their own country in the absence of international travel, with state borders still in place, the federal tourism minister has advised those looking to travel to plan and book trips to parts of the country where it is “safe and possible to do so”.
“Tourism employs one in 13 Australians and is the backbone of so many businesses across Australia, but the industry has been hard hit by the COVID-19 crisis,” Minister Simon Birmingham said.
“Our government has stepped up to the plate, providing billions in economic assistance to the industry, but with restrictions easing and some interstate borders opening up again, the best support that can be given to the industry is for Aussies to make bookings and undertake COVID-safe trips.”
This campaign, he said, is about getting more Australians on planes and spending in our cities or tourism regions.
“We are urging Australians to support our airlines and airports, tour operators, hire car companies and accommodation providers, while also giving people the chance to enjoy some of the incredible experiences our country has to offer,” Mr Birmingham said.
“Whether it be a surf lesson in Byron Bay, a wine tasting experience in the Adelaide Hills, a boat trip out to the Great Barrier Reef or a guided walking tour in the Top End, Australia has so many unique and wonderful tourism experiences.”
Tourism Australia managing director Phillipa Harrison explained that this will be just the first of a series of initiatives that will be implemented over the coming months to continue to drive as much domestic demand as possible.
“Our goal is to try and get Australians travelling differently by using the Holiday Here This Year campaign platform to urge them to start ticking off their holiday bucket list or heading interstate for a trip of a lifetime, and in turn provide a much-needed boost especially to those areas most affected by the bushfires and COVID-19,” Ms Harrison said.
