Tourism Australia commences bushfire recovery

Tourism Australia has launched a domestic campaign encouraging Australians to show their support for the country’s tourism industry by holidaying in their own backyard.

Launched today, the ‘Holiday Here This Year’ campaign urges Australians to assist with bushfire recovery by taking a domestic holiday and sharing their experiences with friends and online.

The campaign is supported through a $20 million government funding boost and forms part of a coordinated marketing push involving all states and territories that provides a unified platform to galvanise the tourism industry and Australians.

The campaign will be rolled out across print, social media, billboards across major cities, content partnerships, radio and outdoor advertising, with Australians being encouraged to demonstrate their support using the hashtag #holidayherethisyear.

A video, produced by tourism operators from across the country, has also been launched this morning with a personal invitation to explore the country.

This is a great resource for Queensland’s tourism operators to share through their channels.

How to get involved in TA's domestic campaig

Bushfire recovery package and resources
An initial $76 million tourism recovery package was announced by the Australian Government last weekend as part of the National Bushfire Recovery Fund, with Tourism Australia set to deliver major campaigns to drive visitors across the country to support economic recovery.

The package is designed to benefit the entire Australian tourism industry, across all states, by encouraging international and domestic travel across Australia.

The fund includes $20m for a domestic marketing campaign, $25m for an international marketing campaign, $9.5m for international media hosting and $6.5m in increased support for the Australian Tourism Exchange in Melbourne this year.

Tourism Australia has also produced a resource page featuring a range of information on recovery efforts including:
Blog on why visiting Australia can help with recovery.
​Interactive map showing regions unaffected by bushfires.
Lists of grants and funding available to provide immediate support.

Promoting Queensland around the world
TEQ’s international offices have been in ongoing contact with trade, airline and media partners in each market to share the message that Queensland’s tourism industry is operating as usual.

January to June is a key campaign period for the majority of international markets, with significant activity planned to promote Queensland.

Over the next four weeks these are just some of the campaigns and activity scheduled to run in partnership with airline and key distribution partners in international markets:

Western markets update
Trade engagement

• TEQ participating in Tourism Australia-led USA trade mission to 11 cities.
• Internationale Tourismus Borse in Berlin.
• PATA International and International Media Marketplace workshops in London.

Campaigns

• Expedia campaign activity in USA and dive-focussed campaign with About Australia.
• Promote Qantas direct services into Brisbane from Chicago and San Francisco.
• Email campaigns with key distribution partners in North America, Europe and United Kingdom.
• Tactical digital campaigns with Austravel, Freedom Destinations, Travelbag, Abercrombie & Kent, First Class Holidays and Travel2 in the UK.
• Singapore Airlines tactical airfare activity in Germany.
• Campaigns with House of Travel, Flight Centre and Air New Zealand in New Zealand.

Eastern markets update
Trade engagement

• Best of Australia workshops in India.
• 500 touch points with Japanese trade partners.
• Hosting mega Chinese trade famil.
• Meet and host partners during Chinese/Lunar New Year celebrations in respective markets.
• Aussie Specialist training.

Campaigns

• Promote Qantas and Virgin direct services into Brisbane from Tokyo.
• Singapore Airlines tactical campaign activity in Singapore, Indonesia and India.
• Tactical campaign activity with AirAsia X and Malaysia Airlines in Malaysia.
• Promote Jetstar’s new services from Seoul to the Gold Coast, with trade partners and direct to consumer.
• Trade campaigns with Queensland key distribution partners in Tier 1 and Tier 2 cities in China.
• Tactical campaigns with China Airlines in Taiwan and key distribution partners in Hong Kong.

Tourism and Event Queensland
teq.queensland.com