Build upon the “Holiday Here This Year” platform, the “Holiday Here This Year: Australia, the best is in your backyard” is the new tourism marketing campaign of Tourism Australia that designed to inspire Australians to take an interstate trip, despite uncertainty over closures and lockdowns.
The “Holiday Here This Year” itself was launched in January 2020 as the first significant domestic marketing push since 2013 in response to the bushfires. The campaign encourages Australians to support tourism operators and communities around the country by booking and planning a domestic holiday.
But a couple of months after Tourism Australia first asked locals to ‘Holiday Here This Year’, the COVID-29 pandemic’s impact closed not just international, but domestic, borders, and any kind of travel was rendered not only risky, but forbidden. Australia’s tourism industry is suffering through an incredibly challenging period and needs support more than ever. With international borders remain closed, domestic tourism expected to lead the recovery.
As the uncertainty over closures and lockdowns continues, Tourism Australia, the federal government’s holiday marketing agency, unveiled a $5 million campaign designed to inspire Australians to take an interstate trip, as well as to plan and book their next domestic getaway in the weeks and months ahead.
The new tourism marketing campaign features a range of domestic destinations, including areas affected by last summer’s devastating bushfires, and planned to run until February 6, 2021.