Federal government has announced a multi-million-dollar campaign that aims to boost Australia’s tourism industry.
Prime Minister Scott Morrison unveiled the $60 million plan on Tuesday, saying it would support the areas hardest hit by the international border closure over the last two years.
“As the world reopens, and travellers get out and see the world again, we want to ensure that at the top of every must-see-list is Australia,” Prime Minister Scott Morrison said in a statement.
“I have been listening to tourism industry operators about what they will need to rebuild their international tourist businesses and this funding boost will deliver on these needs. The package is about getting people on planes and getting them here. It’s about converting the strong interest in Australia to actual businesses.”
As part of the plan, government is allocating $45 million to Tourism Australia (TA) for the purposes of targeted activities to drive tourists back. This will include $15 million for advertising in key international markets to support regions most reliant on tourists, $25 million to support TA’s work with trade wholesalers, the airlines and the media to drive international demand back to key regions, and a $5 million extension of Business Events Australia’s bid fund.
A further $15 million will be put towards Tourism Tropical North Queensland to help drive tourists back to the region and to promote the Great Barrier Reef.
“The return of our international tourism market will support hundreds of thousands of tourism jobs, strengthen our economy, and back our world-class tourism operators and the many regions reliant on international visitors, like tropical North Queensland,” the Prime Minister said.
Minister for Trade, Tourism and Investment, Dan Tehan, said the additional funding will support the work that is already underway to support the industry’s recovery, including a $40 million international marketing campaign by Tourism Australia.
“This campaign is just the start of a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in the second half of the year,” Minister Tehan said.
“Our government is working with the sector on a long-term strategy to grow the value of the visitor economy to $230 billion by 2030.”