For the first time in a long time, Tourism Australia is turning its attention to the domestic market and encouraging Australians to support our travel industry by holidaying at home this year instead of overseas.
Launched on Thursday, Tourism Australia’s Holiday Here This Year campaign urges Australians to plan, book and take a domestic holiday and then share their experiences with friends and online to the wider world.
The global perception of Australia right now is that we are blackened and burnt. Many foreign travellers have cancelled holidays here. The bushfires could not have happened at a worse time. Many Aussie vendors, especially in the areas savaged by fire, rely on the income generated from the summer months to see them through the entire year.
With the help of a $20 million government funding boost, the campaign hopes to galvanise the tourism industry and Australians and spread the important message that Australian tourism was open for business.
“There is no doubt that Australian tourism has been hit hard by the recent bushfires. It’s critical that we help the industry get back on its feet as soon as possible,” said Tourism Australia managing director Phillipa Harrison.
“The desire from ordinary Australians to assist the communities impacted both directly and indirectly by the bushfires has been overwhelming. This campaign seeks to show them how they can directly support the recovery by simply holidaying here in Australia.
“We are currently in the middle of the peak summer period and we’re already seeing an impact on tourism as people delay or cancel their travel plans, including to areas that haven’t been directly affected.
“That is why we are asking people to commit to holidaying in their own backyard this year – whether it’s a drive up the coast, taking a trip interstate, or ticking off a bucket list destination – and to spread the word that Australia is ready to welcome more travellers.
“Holiday Here This Year is a practical way that Australians can help bushfire affected communities by filling hotel rooms, restaurants, caravan parks, beaches and more.
“The launch of the campaign is the first of a package of measures that we’ll be rolling out over the coming weeks and months to help Australian tourism rebuild and recover.”
So, expect to see print, social media, billboards across major cities, content partnerships, radio and outdoor advertising, with Australians being encouraged to demonstrate their support using the hashtag #holidayherethisyear.
Learn more about how you can help at www.australia.com/holidayhere
And to find out about areas that may not yet be ready for travel, check out https://www.australia.com/en/travel-alerts.html
How are you helping bushfire ravaged regions? Do you plan to get out and spend some of your travel budget in Australia this year?
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