Tourism Australia has begun rolling out a new activation as part of its ‘Holiday Here This Year’ campaign that has essentially turned the country into a gift shop for domestic travel experiences.
‘Holiday Gifting’ is all about inspiring those Aussies who can afford it to give the gift of travel this holiday season to help support tourism operators and communities across the country during what is typically their busiest period.
Over the 2019/20 holiday period (December and January), Australians took 16.4 million domestic overnight leisure trips, spending a total of $12.8 billion, according to Tourism Research Australia.
This represents 18 per cent of total overnight leisure trips for the year and 20 per cent of leisure expenditure.
Tourism also supports one in 13 jobs in Australia, with domestic tourism alone a $100 billion industry accounting for about two-thirds of the visitor economy.
The activation features every state and territory, and is being rolled out across a range of channels including radio, outdoor advertising, social media and digital, with assets also being made available to industry to use in their own marketing initiatives.
Tourism Australia managing director Phillipa Harrison said that the recent reopening of key borders meant that the latest phase of its ‘Holiday Here This Year’ campaign was able to feature every Australian state and territory.
“This is such a special time of the year to connect with our family and friends,” she said.
“And after the year we’ve had – with lockdowns, working from home and physical distancing – we know there’s a lot of Australians out there just itching to get out and spend quality time with those most close to them.
“What better way to capture the rising optimism we’re seeing at the moment, as travel restriction ease and borders reopen again, than by gifting a holiday or a holiday experience. And what better gift shop than Australia itself.
“The memories wrapped up in an Australian holiday are priceless, and the benefits that flow through to our tourism operators and the communities that they support are enormous.”