Government AffairsThe "Don’t Go Small. Go Australia" multimillion-dollar travel campaign aims to capture the upturn in travel and drive the country's tourism recovery.

Australia goes big to welcome international tourists

|
“This new campaign is just the first step in a long-term strategy to restart tourism to Australia,” says Tourism Australia’s Phillipa Harrison.
“This new campaign is just the first step in a long-term strategy to restart tourism to Australia,” says Tourism Australia’s Phillipa Harrison. Photo Credit: GettyImages/Yiran An

Ahead of Australia’s borders reopening to all fully vaccinated travellers from 21 February, the Land Down Under has issued a clarion call to overseas tourists, “Don’t Go Small. Go Australia”, to the tune of A$40 million (US$28.7 million).

Tourism Australia’s multimillion-dollar campaign will run across TV, print, digital and social channels in key Western markets that include US, UK, Germany, France, Italy and Canada.

A video advertisement launched as part of the campaign splices together some of the country’s most notable landmarks and attractions such as the Great Barrier Reef, Central Australia, the Sydney Harbour Bridge and the 12 Apostles.

The newly launched tourism campaign represents just one of the many initiatives Australia has in its pipeline to drive inbound travel on a larger scale. According to Dan Tehan, Australia’s minister for trade, tourism and investment, preparations were already in the works, and the trigger for the campaign was pulled as soon as the reopening was announced.

“Don’t Go Small. Go Australia is about reminding travellers whether they are dreaming of discovery or looking for relaxation – Australia is the perfect destination for an epic adventure,” said Phillipa Harrison, managing director of Tourism Australia.

A previously launched campaign “Come and Say G'Day - Australia is Yours to Explore” was rolled out in Singapore and will be further introduced to Asian markets comprising India, Malaysia, Indonesia, South Korea, Japan and Greater China.

International travellers seeking to enter Australia quarantine-free from 21 February onwards are required to hold a valid Australian visa; prove they are fully vaccinated; present a negative rapid antigen test within 24 hours of departure of a PCR test within 72 hours of departure; and complete an Australia travel declaration form at least 72 hours before departure.

The quarantine-free travel applies to all states and territories with the exception of Western Australia.

Power to the People
April - June 2022 eBook

Tough times never last, but tough people do. Just look to these resilient travel agents, who bounce back stronger from the pandemic.

Read Now



JDS Travel News JDS Viewpoints JDS Africa/MI