Sharing the love: how your holiday snaps can help NSW tourism operators recover from drought and fires
Real holiday photos from local travellers rather than glossy advertising are the best way to show the world that NSW is open for visitors says Tourism Minister Stuart Ayres as he launches $10 million travel campaign.
NSW
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A major government-funded tourism campaign will use an army of regular holiday makers in regional NSW to correct the message that fires have burnt the entire state to the ground.
In a bid to bring visitors back to regional communities desperate for the economic boost of tourists, the new state government ad campaign “Now’s The Time To Love NSW” will urge travellers to take a “recovery weekend” and then crucially share their holiday photos in a bid to send towns viral.
In an exclusive interview, NSW Tourism Minister Stuart Ayres said the brand damage to NSW by media coverage of the fires – and the misinformation spread – was so severe traditional glossy advertising would not work.
“People have been asking if the Opera House has burnt down. If the Great Barrier Reef has burnt. People think every major town has been charred to the ground,” he said.
“If we rely on glossy advertising photo shoots, they won’t be believed.
“That’s why we need the people of NSW to share their own holiday images and tell the world we are open for business. The key is the authenticity of showcasing a love for NSW.”
There are many tourism areas which have not been affected by fires, but have seen a complete drop off in visitors due to the crisis.
This includes areas on the south coast, the Southern Highlands and the Hunter Valley.
In these hubs, tourism revenue has dropped up to 50 per cent, putting some businesses on the brink of collapse.
The government will spend $10 million on the state’s tourism campaign.
Beginning with print ads in today’s Saturday Telegraph, the campaign will urge people to take a “recovery weekend” in NSW, stay and spend locally, take photos showcasing the state’s natural beauty and share them on social media with the hashtag #loveNSW.
The tourism recovery package plan received input from the industry and tourism associations.
The Federal Government will also contribute partially to the $10 million.
“Australia’s tourism industry has taken a massive hit,” Federal Tourism Minister Simon Birmingham said.
“Right across Australia tourism businesses, including in NSW are feeling the pressure as tourists delay or cancel their travel plans, even in areas that haven’t been affected
Mr Birmingham said one in 13 Australians rely on tourism and hospitality for jobs.