The Federal Government has launched a new tourism advertising campaign focussed on encouraging Australians to take a holiday in a major city.
The $6-million advertising campaign features Tourism Australia ambassadors Hamish Blake and Zoe Foster-Blake, as it shines a spotlight on the variety of activities, events and attractions on offer in Australia’s major cities.
It forms part of the ‘Holiday Here This Year’ marketing strategy launched in the wake of the international travel restrictions that keep Aussie travellers at home and would-be foreign visitors outside the country’s borders.
A 34 percent drop in tourism expenditure in cities
Covid-19 has impacted tourism in major cities, with Melbourne, Sydney, Brisbane, Gold Coast and Perth experiencing a 34 percent drop in tourism expenditure – equivalent to $27.1-billion – while direct flights to capital cities are down 59 percent, the equivalent of nine million seats.
Federal Minister for Trade, Tourism and Investment, Dan Tehan, said every Australian should do their “patriotic duty” and take a holiday in Australia this year.
“Every dollar spent on a holiday in Australia is a dollar that supports a tourism job and business and helps support our wonderful tourism sector,” Tehan stated.
There’s a vibrancy that’s unique to each Aussie city
“So now is the time to book a holiday to explore one of our major cities, and experience the world-class accommodation, attractions, dining and culture on offer.”
Hamish Blake – tourism ambassador and comedian, actor and author – said: “We have such a unique collection of clean, safe, beautiful cities with lots in common with each other but a vibrancy that’s unique to each city. We’re extremely lucky.”
He added: “There is always a café, shop, pasta spot or small business just around the corner waiting to give you a memory you weren’t expecting. And at the moment our cities are full of Australians! And that gives travelling such a unique vibe right now that we may never feel again; it’s like a big family holiday wherever you go.”
Last month the Victorian government announced that it had allotted $10-million for 40,000 travel vouchers to encourage residents of the state to visit greater Melbourne. The city’s tourism sector has been extremely hard hit by multiple lockdowns.