Tourism Australia’s $15 million campaign encouraging UK visitors paused due to recent bushfires

Published on : Tuesday, January 7, 2020

Tourism Australia’s $15 million campaign for encouraging UK visitors has been paused with the recent bushfires continuing to ravage the country’s east coast. Hence, the campaign was well-intentioned but poorly-timed.


“In light of the current situation in Australia, we have reduced some of our campaign activity in the UK and will continue to review our planned activity over the coming months,” said a tourism spokesperson.


The high-profile campaign features cameos from singer Kylie Minogue, tennis number one seed Ash Barty, and former Australian cricketer Shane Warne.


“As the Australian Government agency responsible for attracting tourists to our country, Tourism Australia will have an important role to play in highlighting that Australia will continue to be a world-leading and safe tourism destination, whether in unaffected regions or those that will recover from these bushfires in the months and years to come,” said another spokesperson.


Tourist areas like New South Wales south coast and the Snowy Mountains were across the east coast. The US Embassy has issued a travel warning urging visitors to leave the impacted areas. The UK government too has cautioned its citizens about traveling to Australia.


Tourism Australia, however, assured that there is plenty of the country left to visit.
“Whilst bushfires continue to impact parts of Australia, many areas are unaffected and most tourism businesses are still open. It is more important than ever that we rally around our communities and the tourism sector who may have been impacted,” Tourism Australia said in a statement.


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