Tourism Australia's $20 million domestic bushfire recovery campaign

Paige Murphy
By Paige Murphy | 23 January 2020

Australians are being encouraged to throw their support behind Australia’s tourism industry in the wake of the devastating bushfires by holidaying in their own backyard.

Tourism Australia’s Holiday Here This Year campaign launched today taps into the overwhelming goodwill and support for local communities impacted by the recent bushfires, by urging Australians to plan, book and take a domestic holiday and share their experiences with friends and online.

The campaign is supported by a $20 million government funding boost which was announced earlier this week as part of a $76 million tourism marketing bushfire recovery package.

Created by Tourism Australia's creative agency M&C Saatchi, the campaign forms part of a coordinated marketing push involving all states and territories that provides a unified platform to galvanise the tourism industry and Australians.

Tourism Australia managing director Phillipa Harrison says that the Holiday Here This Year campaign would help spread the important message that Australian tourism was open for business and ready and eager to welcome visitors.

“There is no doubt that Australian tourism has been hit hard by the recent bushfires. It’s critical that we help the industry get back on its feet as soon as possible,” Harrison says.

“The desire from ordinary Australians to assist the communities impacted both directly and indirectly by the bushfires has been overwhelming. This campaign seeks to show them how they can directly support the recovery by simply holidaying here in Australia.

“We are currently in the middle of the peak summer period and we’re already seeing an impact on tourism as people delay or cancel their travel plans, including to areas that haven’t been directly affected.

“That is why we are asking people to commit to holidaying in their own backyard this year - whether it’s a drive up the coast, taking a trip interstate, or ticking off a bucket list destination - and to spread the word that Australia is ready to welcome more travellers.

“Holiday Here This Year is a practical way that Australians can help bushfire affected communities by filling hotel rooms, restaurants, caravan parks, beaches and more.

“The launch of the campaign is the first of a package of measures that we’ll be rolling out over the coming weeks and months to help Australian tourism rebuild and recover.”

Tourism Australia chief marketing officer Susan Coghill says the campaign message was developed following discussions with tourism operators in fire-affected communities.

“When we talked to operators impacted by the bushfires they pretty much all told us that the best way people can help is just to visit, and as soon as possible," Coghill says.

"It’s that simple call to action that underpins Holiday Here This Year, tapping into an incredible groundswell of support from Australians who desperately want to play a part in helping these businesses and communities get back on their feet."

The Holiday Here This Year 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.

The domestic campaign is the beginning of a number of marketing activities Tourism Australia has planned as part of the bushfire recovery package.

Tourism Australia had to pause its Matesong campaign in the UK as tourists were evacuated from bushfire areas.

Now Australia's international marketing campaign will get an extra $25 million under the $76 million program to show the world: Australia is safe and open for business. 

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus