This was published 3 years ago
Australia state border closures: $5 million Tourism Australia campaign to combat uncertainty
One of the ads featured in Tourism Australia's new 'The best is in your backyard' campaign.
Tourism Australia, the federal government's holiday marketing agency, has unveiled a $5 million campaign designed to inspire Australians to take an interstate trip, despite uncertainty over closures and lockdowns.
The new "Australia, the best is in your backyard" campaign is the latest iteration of the body's "Holiday here this year" entreaty, the spirit and impact of which has been diminished by state and territory governments' public health orders, especially in the most populous states of NSW and Victoria..
Forecasts from Tourism Research Australia indicates that tourism spending in Australia is expected to fall by 38 per cent this financial year, representing a loss of almost $55 billion.
But research by the agency also shows that more than half of all Australians are considering or planning interstate travel, with domestic tourism valued at $100 billion to the Australian economy and the tourism industry supporting more than 621,000 local jobs.
Dan Tehan, the newly-appointed federal minister for trade, tourism and investment said that the Tourism Australia campaign was intended to encourage the public to "get excited about holidaying in Australia.
"Our country is one of the most popular tourist destinations in the world and this year is an opportunity for Australians to discover why," Mr Tehan said.
"This nation-wide advertising blitz will inspire Australians to plan and book their next domestic getaway in the weeks and months ahead.
"My message to every Australian is do yourself a favour and start planning your next holiday in Australia because you'll have the time of your life and you'll also be supporting a lot of Australian jobs and businesses."
The campaign, which runs until February 6, features a range of domestic destinations, including areas affected by last summer's devastating bushfires.
In the last federal budget, Tourism Australia was allocated a record $231.6 million to help drive the recovery of the tourism industry through targeted and strategic marketing initiatives.
Tourism Australia hopes to encourage Australians who are returning to work to consider their next holiday after summer, typically the busiest and most lucrative time for the tourism industry, but a period that has disappointed many struggling operators.
"Despite the recent disruptions, consumer confidence remains high, with many Australians keen to take a break and get out and explore their own backyard," said Phillipa Harrison, managing director of Tourism Australia.
"This campaign is all about capitalising on this pent-up demand by providing those people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings.
"We're calling on people to make the most of the remaining weeks of summer and experience some of our incredible tourism offerings and in doing so, help give back to operators and communities across the country who need our support more than ever."
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