Tourism Australia is the federal government agency responsible for attracting international travellers to the country. But what do you do during a pandemic when borders are closed? You showcase the country’s wealth of experiences to Australians. “During COVID-19, Travel Insight is one of the tools we’ve used which allows us to successfully pivot our focus to the Australian domestic market.” Seamus May, Strategic Analyst, Tourism Australia
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Tourism Australia managing director Phillipa Harrison said the new campaign instalment sought to remind Aussies of all the things our cities are known and loved for by travellers around the world.
“Our cities are the key international gateways to Australia and transit hubs for travellers, so it’s no surprise that they’ve been hit the hardest in terms of tourism spend, hotel occupancy and aviation capacity over the past year,” she said.
“While our international borders remain closed and travel restrictions continue to fluctuate around the country, our cities run the risk of continuing to bear the brunt of this pandemic despite offering so many incredible, safe experiences and being more affordable than ever.
Homegrown personalities and Tourism Australia ambassadors, Hamish Blake and Zoe Foster-Blake, are helping to lure Australians back to our major cities as part of a new campaign via M&C Saatchi Sydney, that shines a spotlight on the incredible dining, entertainment, retail and cultural offerings