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Tourism Australia launches new domestic holiday push

written by Adam Thorn | February 2, 2021

Tourism Australia has launched a new $5 million, week-long advertising campaign to encourage people to book domestic holidays.

The latest instalment of the Holiday Here This Year campaign is voiced by Hamish Blake and will run during TV ad breaks and across print, online and on outdoor billboards.

Tourism Minister Dan Tehan said the “advertising blitz” will encourage Australians to plan and book getaways.

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“Domestic tourism is worth $100 billion to the Australian economy and our tourism industry supports more than 621,000 local jobs,” said Minister Tehan.

“My message to every Australian is do yourself a favour and start planning your next holiday in Australia because you’ll have the time of your life and you’ll also be supporting a lot of Australian jobs and businesses.”

The campaign follows the 2020 budget announcement that Tourism Australia would receive $230 million in funding to focus on holiday at home marketing.

The latest instalment, set to run until 6 February, appears unfortunately timed given border closures to WA.

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Tourism Australian managing director Phillipa Harrison said, “As a result of the challenges that we’ve continued to face across the country, for many tourism businesses this holiday season unfortunately hasn’t gone to plan so far.

“Despite the recent disruptions, consumer confidence remains high with many Australians keen to take a break and get out and explore their own backyard.

“This campaign is all about capitalising on this pent up demand by providing those people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings.

“We’re calling on people to make the most of the remaining weeks of summer and experience some of our incredible tourism offerings and in doing so, help give back to operators and communities across the country who need our support more than ever.”

In October, Australian Aviation reported how the previous iteration of the campaign saw then-tourism minister Simon Birmingham urge Australians to book an interstate flight and holiday domestically to save “the job of a fellow Australian”.

The new campaign appears to make no reference to booking interstate flights specifically.

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