Called Holiday Here this Year, the domestic campaign follows the government’s $76 million tourism recovery package announced earlier this week.
Tourism Australia’s managing director, Phillipa Harrison, explained that the funds provide a much-needed boost, allowing the organisation to kick off a range of campaigns that will help the tourism industry rebuild and recover. And “the first cab of the rank” is the new domestic campaign, which is planned to tap into the “overwhelming goodwill and support for communities and businesses across the country affected by bushfires”.
The campaign is designed to be a platform that everyone can use and will feature on social media, radio and print.
Next, Ms Harrison explained Australia will focus on mending its image abroad by expanding its international media hosting program. This will include bringing storytellers to our shores to bust myths and spread the message that “Australia is open for business”.
Inbound tourism to suffer
Earlier this week, the Australian Tourism Industry Council (ATIC) told My Business it is expecting the bushfire events to have an effect on inbound international tourism to Australia, which had been operating at record levels, with 9.4 million annual short-term arrivals recorded in the year to November 2019.
Executive director Simon Westaway explained that short-term brand damage and the cancellation or deferral of travel by near or future travellers is unquestionable, and underlined the importance of sustainable growth in overseas arrivals.
“Tourism is Australia’s largest services export and the international component of our $150 billion visitor economy continues to grow quickly. We want and need that growth to be sustainable,” Mr Westaway said.
“Our pristine environment, fauna and accessibility to nature are among our strengths. While the vast part of Australia remains this way, we need to effectively inform the international market that we very much remain open for business and encourage people to consider Australia for a future holiday or business visit.”
The ad featured a specially composed song performed by Kylie Minogue, showcasing her in various Australian locations including Sydney’s Taronga Zoo, Uluru, Rottnest Island, Byron Bay and Victoria’s Sandringham Beach, as well as pulling beers in a pub.
The so-called “Matesong” tourism campaign was, however, pulled due to the crisis.