THE Australian Tourism Export Council (ATEC) has congratulated Tourism Australia on launching the first step in its Holiday Here This Year campaign.
“This campaign has been quick off the blocks and will work to capitalise on the good will and sentiment shared by all Australians in helping to get the communities affected by bushfires back on their feet,” ATEC managing director Peter Shelley said.
“With tourism at the heart of so many regional communities, encouraging Australian’s to prioritise a holiday at home is a great way to support the rebuilding of these towns and recoup some of the summer’s lost revenue.
“Tourism Australia is leading the charge with their expertise and reach and it’s great to see the positive collaboration between our national and state based tourism marketing bodies in delivering a single message of recovery," Mr Shelley said.
“While getting our domestic market engaged is a great first step in helping the devastated regional communities, our international campaign needs to encompass support for every destination."
Mr Shelley said the bushfires have had a severe impact on the international perception of Australia as a travel destination with a 40 percent reduction in forward bookings from Western markets including the UK, Europe and the US and a 20 percent overall decline.
“Despite the fact that most of the favoured holiday spots for international visitors have been unaffected, people looking to visit Australia have been spooked," Mr Shelley said.
“While this domestic campaign is a great first step, we are keenly anticipating the next stage of the recovery campaign and its focus on rebuilding brand Australia for our international audience.”