New campaign urges Aussies to back tourism industry and holiday beyond their own backyard

  • Joint media release
  • Senator the Hon Simon Birmingham, Minister for Trade, Tourism and Investment
  • Senator the Hon Jonathon Duniam, Assistant Minister for Regional Tourism
13 October 2020

Aussies are being urged to plan and book a COVID-safe holiday in different parts of Australia as part of a new domestic tourism push aimed at providing a much-needed boost to our cities, tourism regions, airlines and tourism businesses.

Starring two of Australia’s most iconic homegrown personalities, Hamish Blake and Zoe Foster-Blake, a new Tourism Australia campaign is focussed on encouraging Australians to plan and book trips to parts of our country where it is safe and possible to do so. 

Federal Tourism Minister Simon Birmingham said the ramping up of domestic campaign activity from Tourism Australia formed part of the Morrison Government’s tourism support and recovery plan to help the industry rebound.  

“Tourism employs one in 13 Australians and is the backbone of so many businesses across Australia, but the industry has been hard hit by the COVID-19 crisis,” Minister Birmingham said.

“Our Government has stepped up to the plate, providing billions in economic assistance to the industry, but with restrictions easing and some interstate borders opening-up again, the best support that can be given to the industry is for Aussies to make bookings and undertake COVID-safe trips.

“This campaign is about getting more Australians on planes and spending in our cities or tourism regions. We are urging Australians to support our airlines and airports, tour operators, hire car companies and accommodation providers, while also giving people the chance to enjoy some of the incredible experiences our country has to offer.

“With our international borders expected to remain closed for the foreseeable future and the summer holidays only a couple of months away, this is a shout out to all Australians who are in a position to do so, to try something new and consider booking a holiday to a destination within Australia they have never been to before.

“Whether it be a surf lesson in Byron Bay, a wine tasting experience in the Adelaide Hills, a boat trip out to the Great Barrier Reef or a guided walking tour in the Top End, Australia has so many unique and wonderful tourism experiences.

“Australians should be congratulated for the support they’ve given to the industry during COVID-19 in particular by taking regional trips where restrictions have allowed. However, as some interstate travel returns, this campaign urges them to start thinking about going one step further and taking a trip to a destination that has always been on their bucket list.

“With interstate travel now possible to many parts of Australia, there isn’t a better opportunity than right now for Aussies to book a plane ticket, head to an interstate destination and help save a tourism business or the job of a fellow Australian.”

Assistant Minister for Regional Tourism Jonno Duniam said this campaign would encourage Aussies to support hardworking tourism and hospitality business owners across our regions.

“As restrictions continue to ease, there’s no better time to visit our regions and support local businesses,” Assistant Minister Duniam said.

“Tourism is the lifeblood of so many Australian cities, towns and communities, and each of us can make a difference to these communities by getting out of our loungerooms and visiting a regional area.

“Our regions have so much to offer, so whether you’re visiting somewhere for a week or stopping by for lunch, you’ll be doing the community a huge favour.”

Tourism Australia Managing Director Phillipa Harrison said that with domestic restrictions lifting and consumer confidence improving, now was the perfect time to inspire those Australians who are able to, to plan and book their next holiday.

“Our Holiday Here This Year campaign is all about galvanizing Australians to support their fellow Australians by booking a holiday wherever they can around the country,” Ms Harrison said.

“With the peak summer travel period just around the corner, it is crucial that we continue to remind people of all the incredible destinations and tourism experiences that are right on their doorstep waiting to be explored.

“This will be just the first of a series of initiatives that we will be implementing over the coming months to continue to drive as much domestic demand as possible, particularly to those regions and operators that are typically popular with international visitors.

“Our goal is to try and get Australians travelling differently by using the Holiday Here This Year campaign platform to urge them to start ticking off their holiday bucket list or heading interstate for a trip of a lifetime, and in turn provide a much need boost especially to those areas most affected by the bushfires and COVID-19.”

The new campaign is the latest iteration of Tourism Australia’s domestic focussed Holiday Here This Year campaign. It will be rolled out across print, social media, search, radio and outdoor advertising as well as campaign content across Tourism Australia’s social media and digital channels, and amplified through industry and content partnerships.

More information on the campaign can be found at: www.australia.com/holidayhere.

Media enquiries

  • Minister's office: (02) 6277 7420
  • DFAT Media Liaison: (02) 6261 1555