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Holiday Here This Year
The Holiday Here This Year campaign launched in 2021 and encouraged Australians to support tourism operators and communities around the country by booking and planning a domestic holiday.
Australia's tourism industry suffered through an incredibly challenging period and needed support more than ever. While international travel continued to be limited, domestic tourism lead the recovery.
The Holiday Here This Year campaign featured two of Australia's most iconic homegrown personalities, Hamish Blake and Zoe Foster-Blake, and focused on Australia's incredible tourism experiences.
The Holiday Here This Year – Gift of Travel campaign encouraged Australians to give the gift of travel during the holiday season and highlighted the depth and breadth of domestic tourism experiences that could easily be given as gifts. The campaign also encouraged Australians to support the tourism industry by continuing to plan holidays, booking with flexibility and travelling more like international tourists. This meant seeing more, travelling further afield, doing more in the way of experiences and taking some of those aspirational trips.
For more background on the campaign, read the industry factsheet which includes example messaging for use in your own channels.