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Covid normal: How the travel industry is looking to recover
New research examines the opportunities for travel marketers to drive business growth in wake of COVID-19
Consumer confidence is the biggest hurdle to the recovery of the travel industry, according to a panel of Australia s top travel sector chiefs.
Tourism Australia MD, Philippa Harrison, Ponant APAC chairman, Sarina Bratton, Qantas CMO, Jo Boundy, and APH Group MD, Chris Hall joined a panel speaking at a Nine event on the travel industry.
The group agreed that, in the short term, consumers are lacking certainty and it’s getting in the way of travel bookings and the recovery of the industry.
Sponsored by Tourism Australia 15 Dec 2020
COVID-19 has thrown just about every travel organisation’s strategic plans for 2020 into disarray, prompting a helluva lot of refocusing, pivoting and adjusting.
From a strategic point of view, Tourism Australia plans to have a greater focus on two key areas that are in line with changing consumer behaviours and the experiences that travellers are likely to be increasingly seeking out in the future.
Indigenous tourism
Speaking to
Travel Weekly, Tourism Australia managing director Philippa Harrison said Indigenous tourism is an area where Australia has a great story to tell.
“As home to the oldest living culture on Earth, our Aboriginal and Torres Strait Islander stories are rich and diverse, with the potential to provide Australian tourism with a competitive advantage,” she explained.