New tourism campaign urges Aussies to buy each other holidays for Christmas

With tourism operators struggling without international travellers, Tourism Australia is urging Australians to give each other holidays for Christmas this year.

Australians will be urged to buy each other holidays as gifts as part of a national campaign to help hard-hit tourism operators recover by filling the void left by grounded international travellers.

To be launched across radio, outdoor advertising, social media and digital platforms, the Tourism Australia “holiday gifting” campaign features every state and territory, with Scenic World in the Blue Mountains among the key destinations to be promoted.

The Skyway cabin at Scenic World Katoomba passes over the Jamison Valley in the Blue Mountains. Picture: Destination NSW

The campaign follows on from the “holiday here this year” initiative, which has focused on stimulating domestic demand.

Industry figures show tourism supports one in 13 jobs in Australia, with domestic tourism alone a $100 billion ­industry accounting for about two-thirds of the visitor economy.

Tourism Australia managing director Phillipa Harrison said the reopening of key borders had enabled the campaign to reach across the states and territories.

“After the year we’ve had — with lockdowns, working from home and physical distancing — we know there’s a lot of Australians out there just itching to get out and spend quality time with those most close to them,” she said.

Tourism Australia managing director Phillipa Harrison.

Federal Tourism Minister Simon Birmingham.

The holiday period last summer was worth $4.1 billion to NSW, with Australians taking more than five million overnight leisure trips in the state over the December and January period.

Federal Tourism Minister Simon Birmingham said gifting tourism would provide an opportunity for people to spend quality time with loved ones, while also providing a much-needed boost for hard-hit tourism operators.

“This upcoming holiday season is the perfect opportunity to spend time with loved ones and have a cracking time by booking one of the incredible tourism experiences on offer around Australia,” he said.

Originally published as New tourism campaign urges Aussies to buy each other holidays for Christmas