National Experience Content Initiative - Corporate

Industry programs

National Experience Content Initiative

Pyndan Camel Tracks sunset tour, Alice Springs, Northern Territory © Tourism Australia

A $12 million content creation initiative aimed at supporting tourism businesses across Australia in their recovery and driving increased visitation by helping them to better market their experiences and attractions.

The National Experience Content Initiative will provide a suite of new imagery and footage for up to 1,500 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. The National Experience Content Initiative is being delivered in close consultation with State and Territory, and Regional Tourism Organisations.

Content upskilling and support

Tourism Australia has partnered with Tourism Tribe to assist operators in making the most of their new video and image content. Through personalised coaching and a dedicated NECI online course library, operators can enhance their knowledge and apply new techniques to amplify their content assets across marketing, social and digital channels.

Frequently asked questions

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 asset hub, 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.

Resources

Download fact sheet

Learn about the National Experience Content Initiative and how it is helping tourism operators better market their experiences and attractions.

442 KB • PDF

Who to contact for further information

Enquiry type	Contact
ACT, NSW, NT & QLD	Rachael Glendinning Industry Relations Manager - ACT, NSW & QLD rglendinning@tourism.australia.com
SA & WA	Dominic Mehling Acting General Manager, Industry Relations – SA & WA dmehling@tourism.australia.com
TAS, VIC & Youth	Kristy Malapa Industry Relations Manager – TAS, VIC & Youth kmalapa@tourism.australia.com

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Grandad Jack's Craft Distillery © Tourism Australia

$12 million marketing boost for tourism operators

Tourism Australia has today announced a new $12 million content creation initiative aimed at supporting tourism businesses across Australia in their recovery and driving increased visitation by helping them to better market their ...

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A lady, with a wide brimed hat sitting with her back to the viewer, leaning back on her hands on a rich red rock platform, looking across a beautiful red escarpement of Canyon Rim Walk with Kings Canyon Resort, Kings Canyon, Central Australia, Northern Territory © Tourism Australia

Resources

Discover useful resources for your tourism business, including tips on working with the media, attending trade events, and information on the tourism industry.

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Group canoeing on the Brisbane River, Brisbane, Queensland © Brisbane Marketing

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Disclaimer

*Disclaimer: The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

Content upskilling and support

Frequently asked questions

Who to contact for further information

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