Book an “Epic” Australian holiday

  • Media release
06 May 2021

A $9 million marketing campaign launched today will encourage Australians to book a longer holiday this year to provide more support to our tourism sector.

Minister for Trade, Tourism and Investment Dan Tehan said the Epic Holidays campaign was aimed at inspiring and encouraging Australians to book an extended break of five days or more.

“This new campaign aims to get Australians to travel further afield, take a longer holiday, and visit those parts of the country typically reliant on international tourism,” Mr Tehan said.

“Australians typically spend more overseas than foreign tourists spend in Australia, so we want Australians to treat their domestic holiday this year like an overseas trip.

“The net impact of Australian tourist spending in Australia was a positive benefit to the economy of around $7.5 billion in the December quarter; and in 2019, holidays of five nights or longer contributed $31.8 billion to the economy.

“Every epic holiday that we take in our own backyard delivers a significant shot in the arm for our tourism businesses, workers and communities.

“There has never been a better time to book a big holiday in Australia with so many incredible tourism experiences on our doorstep and thousands of half-price airfares still available through the Morrison Government’s discounted airfares program.”

The new campaign highlights incredible holiday destinations, including the Great Barrier Reef (QLD), Litchfield National Park (NT), Purnululu National Park (WA), Namadgi National Park (ACT), Kangaroo Island (SA), Bondi Beach (NSW), and the Otways (VIC) as well as other destinations across the country.

Epic Holidays is the latest instalment of Tourism Australia’s ‘Holiday Here This Year’ campaigns, and features Hamish Blake and Zoe-Foster Blake. The campaign will run across TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising.

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