Tourism Australia, which normally focuses on bringing international visiters here, is launching an ad campaign to encourage Australians to holiday in Australia.
The $20 million domestic marketing campaign to be launched this week is part of a $76 million tourism recovery package announced by the federal government as part of the National Bushfire Recovery Fund.
Tourism Australia says the campaign will provide support to bushfire affected communities and regions, but also to the industry as a whole.
The campaign will incorporate joint activity with the states, territories and industry partners.
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.
"Tourism Australia is redeploying its existing marketing budgets and campaigns, with an initial $25 million boost, to protect and restore Australia’s reputation as an international tourism destination," it says.
The message: Australia is safe and open for business.
Tourism minister Simon Birminghan says Australian tourism is facing its biggest challenge in living memory.
“One in thirteen Australian jobs rely on tourism and hospitality so our $76 million investment is an urgent injection to help all those hotels, restaurants and cafes and tour operators get back on their feet," he says.
“This is make or break for many businesses and tourist hot spots and not just in those areas directly hit by the bushfires.
“This is about getting more visitors to help keep local businesses alive and protect local jobs right across the country."
Tourism Australia will also bring international media to Australia under its International Media Hosting program with a $9.5 million spend
"Tourism Australia will expand its existing International Media Hosting Program to bring international media outlets, leading television shows and print media to Australia to see first-hand that most of Australia is unaffected by fires, open for business and welcoming visitors," it says.
The ATE (Australian Tourism Exchange) will get $6.5 million to support Australia’s largest annual tourism business-to-business event
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