Media release

"The announcement of a tourism recovery package will provide much needed support for Australia’s tourism and hospitality industry and the thousands of tourism businesses that underpin it.

Our incredible tourism businesses and operators in fire-affected regions are doing it tough right now and it is vital we encourage Australians and internationals tourists to visit these communities so they can thrive again. As well as supporting these communities, non-affected regions are still feeling the pinch and this package will also highlight that these regions are still offering incredible experiences and want tourists to visit.

Tourism Australia looks forward to working with its State and Territory Tourism partners and the industry to implement the various initiatives within this package over the coming weeks and months to encourage Australians and international travellers alike to explore Australia’s many wonderful destinations and experiences, and help keep our tourism industry strong."

Phillipa Harrison, Managing Director, Tourism Australia
 

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 - to be launched this week

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 - $6.5 million - 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.

Find out more about the National Bushfire Recovery Fund here.

3 January 2020

“Like all Australians our sympathies go out to the families and communities who are impacted by the fires, and our gratitude grows stronger by the day for the front line services facing the fires head on.

“Whilst bushfires continue to impact parts of Australia, many areas are unaffected and most tourism businesses are still open. 

“It is more important than ever that we rally around our communities and the tourism sector who may have been impacted.

“We would encourage all travellers coming to Australia to seek the most up to date information prior to departure, and remain informed about changing conditions whilst on the ground.

“The Australian Government’s Bureau of Meteorology provides overall weather updates for all parts of Australia, including the latest fire warnings: www.bom.gov.au.

“For specific advice, updates are available from the Rural Fire Service, National Parks and relevant State or Territory emergency services.

“Travellers are also encouraged to speak with local tourism operators and staff at local Visitor Information Centres for advice about local conditions and how best to enjoy their time in Australia.”

Phillipa Harrison, Managing Director, Tourism Australia