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REBUILDING AUSTRALIAN TOURISM

January 21st, 2020 | | industry

Tourism Australia welcomes last week’s announcement from the Australian Government of an initial $76 million tourism recovery package as part of the National Bushfire Recovery Fund to protect jobs, small businesses and local economies by helping get tourists travelling across Australia again.

The package responds directly to calls from the tourism sector, and includes funding for the following initiatives:

  • A domestic marketing campaign ($20 million)
  • Increased funds for Tourism Australia to carry out an international marketing campaign ($25 million)
  • Increased funds for Tourism Australia’s International Media Hosting Program ($9.5 million)
  • Increased support and funding for the Australian Tourism Exchange ($6.5 million)
  • A regional tourism events initiative ($10 million), and
  • Funding to support the mobilisation of global diplomatic network ($5 million)

TOURISM AUSTRALIA INITIATIVES AND ACTIONS

Tourism Australia will provide further information about its specific initiatives over the coming weeks. Below is a summary.

Domestic marketing campaign – $20 million

Tourism Australia will be launching a domestic tourism campaign this week. The campaign will incorporate joint activity with the States, Territories and industry partners as it evolves. The campaign will encourage Australians to holiday in Australia and provide support specifically to affected communities and regions, but also more broadly support to the entire industry that is affected by this downturn.

International Marketing Campaign – $25 million – funding boost

Tourism Australia is redeploying its existing marketing budgets and campaigns, with an initial $25 million boost, to protect and restore Australia’s reputation as an international tourism destination, by reinforcing to global audiences that Australia is safe and open for business. More information about these activities will be shared shortly.

International Media Hosting – $9.5 million – to significantly increase activities

Tourism Australia will expand its existing International Media Hosting Program to bring international media outlets, leading television shows and print media to Australia to see firsthand that most of Australia is unaffected by fires, open for business and welcoming visitors.

Australian Tourism Exchange – $6.5m – to increase support for Australia’s largest annual tourism business to business event

The Australian Tourism Exchange (ATE) brings together Australian tourism businesses and tourism wholesalers and retailers from around the world through a combination of scheduled business appointments and networking events. It also provides international travel buyers with the opportunity to experience Australia’s tourism offering first-hand through pre and post event familiarisations. ATE delivers between $5.5 billion and $8.5 billion in international sales to the Australia’s tourism industry across 30 countries.

Cross Government Initiatives

Tourism Australia will also be working across government and the sector more broadly on the other two initiatives announced – the regional events initiative and the international diplomatic activities.

Source: Tourism Australia

Sourced by Mike Barrow