SYDNEY – Australia’s tourism authority has embarked on a promotional tour in the United States and invested in a domestic marketing campaign in a bid to reverse the impact cause by the recent bushfire that engulfed several parts of the country.
The most popular destinations, namely the Great Barrier Reef, Uluru (Ayers Rock), most of the Blue Mountains, Sydney and Melbourne are unaffected. So, it is reminding people that things they want to see are there and actually haven’t been impacted at all.– Tourism Australia’s managing director Phillipa Harrison
Tourism Australia’s managing director Phillipa Harrison and head for the Americas Jane Whitehead are taking a roadshow to nine US and Canadian states, starting with Los Angeles, to speak to travel representatives and partners to help them with their messaging about returning to Australia.
“Many, many of our communities rely on tourism. It is their lifeblood and we are seeing areas unaffected by the bushfires having a real downturn in visitors,” said Ms Harrison.
“We aren’t sugar-coating that the bushfires were devastating and tragic, but the problem now is to give would-be visitors to Australia the right information that most of Australia is unaffected by fires. To remind them that we have incredible experiences and they should feel confident that they can still come and visit and it is safe.”
She added: “The most popular destinations, namely the Great Barrier Reef, Uluru (Ayers Rock), most of the Blue Mountains, Sydney and Melbourne are unaffected. So, it is reminding people that things they want to see are there and actually haven’t been impacted at all.”
Tourism Australia will also spend A$20 million (US$13.5 million) on a domestic campaign which will be urging Aussies to opt against travelling abroad but to holiday “at home” to help the recovery effort.
“Our campaign is setting out to reinforce that we want people to come to Australia because we are an incredible destination to holiday in,” said Ms Harrison.