Australia tourism is back to business as usual



2018 Annual Therapeutic Update Conference delegates networking at the Fairmont Resort, Leura in the Blue Mountains.

MEMBERS of the Professional Conference Organisers Association are being urged to reach out to their international contacts with a loud and clear message – ‘Australia tourism is back to business as usual’.

PCOA councillor Karen Sainsbury has made the call after attending, on behalf of the association, a tourism forum called by Minister Simon Birmingham and Austrade in the wake of the bushfire crisis.

“The meeting highlighted the dire situation for many tourism operators, not only in areas directly affected by the fires, but the significant flow-on effects from the world thinking Australia is on fire.

“For those in all areas of leisure tourism, concerns are for not only the immediate future but also for the longer term, as not only this year’s cancellations take effect, and for the long-term damage to brand Australia.”

Ms Sainsbury says the minister assured the forum that the Government was committed to working with tourism bodies collaboratively to mitigate the damage on the sector, and to proactively ‘strategise’ with all parties into the future.

“Tourism Australia will turn its focus to the domestic market as well as its traditional international markets, repositioning our brand and letting all channels know that we are open for business.

“The strong sentiment was that as an industry we need clear messaging, should share what Tourism Australia messaging is in place, and take our own initiatives in letting our international contacts and associates know that for Australian tourism, it’s back to business as usual.”

For more information see below: –

TA initiatives and actions: –

  • Temporarily re-enter the domestic marketing space, coordinating a national campaign in partnership with the states and territories ($20 million);
  • International recovery campaign funding boost ($25 million);
  • Increase our international media hosting activities ($9.5 million); and
  • Increase support for the Australian Tourism Exchange ($6.5 million)

Other Government initiatives: –

  • A regional tourism events initiative to support regional events and activities ($10 million); and
  • Additional funding for the international diplomatic network to reassure our international partners that Australia is open for business. ($5 million)

TA’s Response: –

“Today’s announcement of a tourism recovery package will provide much needed support for Australia’s tourism and hospitality industry and the thousands of tourism businesses that underpin it.

“Our incredible tourism businesses and operators in fire-affected regions are doing it tough right now and it is vital we encourage Australians and internationals tourists to visit these communities so they can thrive again. As well as supporting these communities, non-affected regions are still feeling the pinch and this package will also highlight that these regions are still offering incredible experiences and want tourists to visit.

“Tourism Australia looks forward to working with its State and Territory Tourism partners and the industry to implement the various initiatives within this package over the coming weeks and months to encourage Australians and international travellers alike to explore Australia’s many wonderful destinations and experiences, and help keep our tourism industry strong.”

Phillipa Harrison, Managing Director, Tourism Australia

Other information: –     

Below are links to the other resources TA has created the industry as a reference point in relation to the bushfires: