Australia to launch tourism ad blitz amid coronavirus fears
First came the bushfires that devastated Australia’s east coast. Then the coronavirus crisis struck. Australia’s tourism industry is struggling, and these shocking figures show how dire the situation is.
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Australia’s tourism industry has taken a billion-dollar hit over summer, with new international airline bookings in freefall and travellers cancelling existing flights as coronavirus continues to spread.
Tourism ministers will meet in Canberra on Friday for a crisis meeting to discuss the economic impact and steps that can be taken to mitigate the fallout, including a new advertising campaign.
It comes as travellers turn their back on Australia because of bushfires and the ongoing spread of coronavirus.
As well as tourists cancelling booked trips, new-flight bookings are also down.
The Herald Sun understands that in the week before a China travel ban was put in place, there were 198 flights from China to Australia.
In the past week there have been approximately 10.
It’s believed some of those flights were largely empty as only Australian citizens and permanent residents were permitted aboard.
Travel between Australia and countries where there are no restrictions has also been hit.
In one week in February 2019 there were about 8000 bookings from Japan to Australia. In the week from February 17 to 23 this year it’s understood there were only about 3000 bookings made.
Bookings from the US, Hong Kong, Germany, Singapore, the UK, France and Canada have plunged.
The situation was “unprecedented”, according to federal Tourism Minister Simon Birmingham.
“Just as we started to see some signs of recovery in bookings after the hit Australia took from global coverage of the bushfires, the tourism industry has been hit even worse by a downturn in global traveller confidence as a result of the coronavirus,” Senator Birmingham said.
“It will take time and a sustained effort for the industry to get back on its feet.”
In a bid to attract people, Tourism Australia will launch a campaign to assure visitors from the UK and America that Australia is open and safe.
Breathtaking Victorian destinations including the Grampians and Great Ocean Road will be at the centre of the campaign accompanied by slogans like “there’s still wonders as far as the eye can see”.
It’s being launched in partnership with tourism stakeholders including Qantas, Singapore Airlines and Flight Centre.
About 1000 billboards and signs will go up in airports, shopping centres, stadiums and on buses in cities such as London, Manchester, Atlanta, Chicago, New York and LA.
Senator Birmingham said Victoria was the perfect place for people from the UK and the US to visit for its fun and safety.
A ban on Chinese and Iranian visitors was on Thursday extended to South Koreans, with “enhanced screening measures” for visitors from Italy.
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