Australia’s Gold Coast is one of the destinations hoping to benefit from Kiwi tourists. Image by Andy Leung from Pixabay
With the Trans-Tasman Bubble soon to be a reality, Australia’s travel industry is working to ensure it is an immediate beneficiary of what it hopes will be a stream of Kiwi visitors coming not only to be reunited with friends and family, but to enjoy a holiday.
Yesterday (Thursday), the Federal Government launched a new $3-million advertising campaign to encourage New Zealanders to do just that.
The campaign, which is already underway, is highlighting Australia’s food and wine, nature, wildlife and what the tourism marketers are calling “more unique experiences”.
Prior to Covid, Australia’s near-neighbour provided a steady stream of holidaymakers. In 2019, for example, there were 1.4-million visitors from New Zealand who spent $1.6-billion, which equates to an average of $1,255 per visitor.
“Right now, Australia is the only international destination for New Zealanders, so we are taking advantage of that opportunity to reach 3.1-million [Kiwis] who normally travel overseas each year and remind them how great it is to holiday in Australia,” said Federal tourism minister, Dan Tehan.
“Australia has long been the most popular international destination for New Zealand tourists, attracting 40 percent of outbound leisure travellers in 2019.
“When you look at the wonderful and diverse tourism offering in Australia you can understand why Kiwis love to visit.”
According to Tourism Australia, this is its first international advertising and marketing campaign in more than a year.
The ‘Be the First’ campaign is scheduled to run in New Zealand until June 2021 across TV, out-of-home, online, print and radio. It will be supported by a range of PR and partner activities.
Tourism Australia Managing Director, Phillipa Harrison, said that she hoped New Zealanders would make the most of the two-way travel bubble and enjoy being the first international travellers back to Australia.
“As one of our closest neighbours and largest inbound markets, we have long held strong tourism ties with New Zealand, so we are really excited to be exclusively welcoming our friends from across the Tasman,” she said.
“While the travel bubble won’t fill the void of all lost international business, it will provide an important boost to our industry by helping to drive demand to some of those areas that need it most.”