Walkin On Water Surf School

NATIONAL EXPERIENCE CONTENT INITIATIVE

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 is working closely with all State and Territory Tourism Organisations (STOs) and relevant Regional Tourism Organisations (RTOs) to select the experiences. 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 COVID Safe plan. 

Content developed will be published on the Tourism Australia image and video gallery which is accessible by the general public, media and trade free of charge.

Accommodation providers will only be considered if they provide uniquely Australian tourism experiences at the venue as well as fulfilling the above criteria.