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Tourism Australia launches National Experience Content Initiative
Tourism Australia has launched the National Experience Content Initiative, a new $12 million media creation program aimed at supporting tourism businesses across the country in their recovery and driving increased visitation by helping them to better market their experiences and attractions.
Set to run until June 2022, the Initiative is seeing Tourism Australia work closely with all state and territory tourism organisations (STOs) and relevant regional tourism organisations (RTOs) to select the experiences.
Introducing the program, Tourism Australia advise “as a result of the COVID-19 pandemic, many tourism businesses have had to reduce their marketing budgets significantly. However, visual imagery is one of the most important factors when consumers are researching, planning, or booking travel online.
“Online listings with high quality photos and video stand out in search results and get booked more often. It is vital to the future of brand Australia that we emerge from the COVID-19 crisis with marketing assets of product, Australia wide, that is strong, contemporary and relevant to the post COVID-19 consumer.
“This project is designed to support tourism businesses by capturing high quality imagery and footage that showcases the best tourism experiences on offer from around Australia, and to bring these to life for consumers and trade.”
Tourism Australia has established a comprehensive eligibility criteria and the relevant RTO will select experiences based on these criteria. The STO will then cross check this and Tourism Australia will have the final sign off.
The experiences chosen will demonstrate the uniqueness and diversity of experiences on offer across the region and will be required to: align to Tourism Australia’s brand pillars of natural beauty, food and drink, wildlife and culture; demonstrate a commitment to sustainability; be ‘trade ready’; have an up-to-date ATDW listing, and have a COVIDSafe plan.
The Initiative will provide a suite of new imagery and footage for up to 1,800 tourism experiences from around 57 regions across Australia to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers.
For more information contact:
ACT, NSW, Queensland, Northern Territory - Dominic Mehling
Victoria, South Australia, Tasmania, Western Australia - Sophie Treasure
3rd April 2021 - Program released for 2021 WA Regional Tourism Conference
31st March 2021 - Ecotourism Australia calls for return of JobKeeper to those who need it
23rd March 2021 - Kakadu Tourism focuses on upgrades and revitalisation in 2021
20th March 2021 - Industry Panel formed to chart Queensland tourism industry recovery
19th March 2021 - Australian tourism adds 58,000 jobs since June 2020
19th March 2021 - 2021 Australian Tourism Exchange to return as hybrid event in June
18th March 2021 - Tourism sector unites for new Sunshine Coast marketing campaign
19th January 2021 - Tourism Australia Managing Director predicts top global travel trends for 2021
17th November 2020 - Tourism Australia research shows cautious optimism in planning domestic events
10th September 2020 - Applications closing for Tourism Australia’s Business Events Boost Program
21st August 2020 - Tourism Australia appointment to drive future growth
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