Getting back to market with Tourism Australia’s restart campaign

Thursday, October 20, 2022

Tourism Australia’s first global marketing campaign since borders reopened earlier this year signals the beginning of Australia’s full-scale return to the international visitor market. The campaign will work to re-engage visitors with Australia’s unique offering and drive future bookings for 2023 and beyond.

“This campaign works with proven themes which will resonate across our major international visitor markets, helping to drive recovery and the future of our industry’s growth,” ATEC Managing Director Peter Shelley said today.

“Come and Say G’day recognises the icons which work to create a compelling reason to travel to Australia while promoting us as a friendly, welcoming and enticing destination.

“As a marketing strategy, the CGI technology in this campaign will connect with a broad range of potential visitors, cutting across language and cultural barriers.”

Mr Shelley said international holidaymaker numbers were slowly increasing month on month but the real ground will be made over the coming year as airline capacity increases and the industry starts to re-establish its market presence.

“Traditionally there is a long lead time between customer engagement, booking and arrival in Australia and today’s campaign will be delivering the customer of 2023 and beyond.

“ATEC, and tourism businesses across the country, are excited to have Tourism Australia back to its focus of promoting our destination and helping to rebuild our valuable export industry.

“As an industry worth more than $45bn in earnings prior to covid, tourism export is a vital part of our economy and an important employer across the country, particularly rural Australia.

“Building demand and the customer of the future is a valuable investment and our industry stands ready to welcome the world.”

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