A week-long tourism advertising blitz has been launched in an effort to encourage Australians to book domestic holidays and give the local tourism industry a much-needed boost.
The $5-million marketing push is highlighting destinations, tourism products and experiences – including areas impacted by last summer’s bushfires – using national advertising, TV program and event sponsorships, and a variety of travel stories in different media.
In a statement released yesterday (Sunday), tourism minister Dan Tehan said the campaign was part of the Government’s ongoing support for the tourism industry.
Get excited about holidaying in Australia
“We want Australians to get excited about holidaying in Australia,” Tehan said. “Our country is one of the most popular tourist destinations in the world and this year is an opportunity for Australians to discover why.
“This nation-wide advertising blitz will inspire [people] to plan and book their next domestic getaway in the weeks and months ahead.”
According to the minister, domestic tourism is worth $100-billion to the economy and the industry supports more than 621,000 local jobs.
You’ll be supporting local jobs and business
“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 jobs and businesses,” he said.
Phillipa Harrison, Managing Director of Tourism Australia, said the advertising blitz was the first activation of the organisation’s ‘Holiday Here This Year’ campaign for 2021.
“This campaign is all about capitalising on pent-up demand by providing people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings,” she explained.
Domestic tourism vital for industry’s recovery
Tourism Australia said recently that the 2021 ‘Holiday Here This Year’ campaign recognised that, while international borders remain closed, domestic tourism will lead the industry’s recovery.
“While travel restrictions still exist in some parts of Australia, it is crucial that Tourism Australia continues to inspire those Australians who are able to travel [and] to spend on tourism.
“For those Australians who aren’t in a position to take a holiday, the campaign encourages them to dream about all the wonderful tourism experience that exist on their doorstep,” it said.