Tourism Australia launches $20 million campaign to support bushfire affected industry

January 23, 2020

Australians are being encouraged to holiday at home this year, as part of a $20 million Tourism Australia advertising campaign aiming to support tourism operators affected by the recent devastating bushfires.

The Holiday Here This Year campaign will be rolled out across print and social media as well as feature on billboards in major cities.

Tourism Australia managing director Phillipa Harrison said the new campaign would help spread the message that Australia was open for business and ready to welcome back visitors noting "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.”

The Holiday Here This Year campaign forms part of a $76 million assistance package for the tourism sector which also includes $25 million for a global market campaign to convince international visitors not to cancel their trips to Australia. There's also $9.5 million to fund trips for international media to show not all of the country was destroyed by the bushfires.

Federal Tourism Minister Simon Birmingham advised that the new campaign was all about encouraging Australians to holiday at home stressing "our message is crystal clear – we want Australians to pitch in to save the towns, jobs and small businesses around our country who rely on tourism.”

The Australian Tourism Export Council (ATEC) today congratulated Tourism Australia on launching the first step in its Holiday Here This Year campaign.

ATEC Managing Director Peter Shelley advised “this campaign has been quick off the blocks and will work to capitalise on the good will and sentiment shared by all Australians in helping to get the communities affected by bushfires back on their feet.

“With tourism at the heart of so many regional communities, encouraging Australian’s to prioritise a holiday at home is a great way to support the rebuilding of these towns and recoup some of the summer’s lost revenue.

“Tourism Australia is leading the charge with their expertise and reach and it’s great to see the positive collaboration between our national and state based tourism marketing bodies in delivering a single message of recovery.

Shelley added “while getting our domestic market engaged is a great first step in helping the devastated regional communities, our international campaign needs to encompass support for every destination.

Shelley said the bushfires have had a severe impact on the international perception of Australia as a travel destination with a 40% reduction in forward bookings from Western markets including the UK, Europe and the US and a 20% overall decline.

“Despite the fact that most of the favoured holiday spots for international visitors have been unaffected, people looking to visit Australia have been spooked.

“While this domestic campaign is a great first step, we are keenly anticipating the next stage of the recovery campaign and its focus on rebuilding brand Australia for our international audience.”

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