A week-long, $5 million advertising blitz encouraging Australians to travel domestically in 2021 will kick off on Sunday.
The government wants locals to holiday in Australia, including areas impacted by last summer’s bushfires, to give the embattled industry a boost.
It’s the first activation of the Tourism Australia’s 2021 campaign, Holiday Here This Year.
Federal Minister for Trade, Tourism and Investment Dan Tehan said the government wants Australians to get excited about holidaying domestically.
“Our country is one of the most popular tourist destinations in the world and this year is an opportunity for Australians to discover why,” Mr Tehan said in a statement.
“My message to every Australian is do yourself a favour and start planning your next holiday in Australia because you’ll have the time of your life and you’ll also be supporting a lot of Australian jobs and businesses.”
Domestic tourism is worth $100 billion to the Australian economy and that the industry supports more than 621,000 jobs.
Tourism Australia Managing Director Phillipa Harrison said the campaign was about “capitalising on this pent up demand by providing these people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings”.
The campaign includes national advertising, TV program and event sponsorships, and native content.