New Tourism Australia ad doesn’t spruik Aussie destinations at all

Tourism Australia has taken a drastic new approach in its latest ad campaign, which doesn’t actually spruik Aussie destinations at all.

This year Tourism Australia has encouraged Aussies to get out and explore our own backyards, discover our big cities, and take longer holidays for our mental wellbeing.

But with lockdowns and closed borders now taking travel off the table for millions of Australians, the national tourism body is taking a totally new approach with its latest campaign.

Tourism Australia is instead urging Australians to get vaccinated against Covid-19 in its new campaign called “It’s Our Best Shot for Travel” that launched on Friday.

Rolled out across major newspapers and on TV and social media, the domestic campaign urges Aussies to get out and get jabbed so we can travel again as soon as restrictions ease.

Tourism Australia’s new initiative encourages Aussies to get vaccinated to speed up the return of travel. Picture: Tourism Australia

“We need to claim back our way of life so that we can visit friends and relatives, get back into the workplace, get our kids back to school, travel domestically and internationally again, and welcome the world back to enjoy all that Australia has to offer,” Tourism Australia’s managing director Phillipa Harrison said.

Ms Harrison told a Tourism Australia online industry webinar on Friday domestic recovery had been strong prior to the current Delta outbreaks but with millions of Australians now locked down in key areas in the eastern states, the industry had “a tough couple of months ahead of us”.

This month Prime Minister Scott Morrison said Australia could move into the third phase of its pandemic exit plan once 80 per cent of Australians aged 16 and over were vaccinated.

This would mean the phasing out of border lockdowns and the gradual return of international travel.

Ms Harrison said it was “very clear now that the pathway out of this is vaccinations, and it’s going to be hugely important to us.”

“I think we have a little bit of clarity now that this isn’t going to go away, and even if you’re not in a lockdown market, you are certainly being affected by the fact that the two largest domestic source markets are in lockdown,” she said.

Tourism Australia says vaccination is the pathway back to holidaying. Picture: iStock

Federal Tourism Minister Dan Tehan told the webinar the travel industry was facing its toughest period yet.

“At the moment tourism is as tough as it has been,’’ Mr Tehan said.

“The business relief package is providing support, but it is not flowing through to those areas outside of lockdown, they are feeling the ripple effect, we have to provide support.”

However, he said vaccine promised brighter days ahead.

“The next three to four months will be trying for all of us but there is still a strong ray of sunshine,” he said.

Federal Tourism Minister Dan Tehan. Picture: Sam Mooy/Getty Images

“Once we hit that 80 per cent (vaccination) rate by Christmas we will be able to turn the corner.”

Many parts of the tourism industry have taken a pro-vaccination stance as it continues to reel from the effects of lockdowns and travel restrictions.

Qantas has flagged a scheme that would reward fully vaccinated flyers and revealed plans for a vaccine passport when international travel resumed.

The Australian Federation of Travel Agents has also urged members to get vaccinated to help speed up the return of clients booking holidays.

Vaccinating against Covid-19 is the only way for Australians to get their normal lives back, but as a nation we’re struggling.

News.com.au launched its own Our Best Shot campaign earlier this year to answer your questions about the vaccine rollout.

It’s fair to say the vaccine rollout has confused Australians. We’ll cut through the spin and give you clear information so you can make an informed decision.