Coronavirus: Virtual travel to whet adventurous appetites

Tourism Australia will start a ‘virtual travel experiences’ program­ to encourage people to begin thinking about an Aust­ralian ­holiday.

Tourism Australia will start rebuilding the shattered sector with a “virtual travel experiences” program­ to encourage people to begin thinking about an Aust­ralian ­holiday when social distancing ­restrictions ease.

The Live from Aus campaign, a social media blitz that will kick off next weekend, will use celebrity chefs, sports stars and industry advocates to promote Australian travel experiences.

Restrictions are likely to be eased on Friday and domestic travel could resume from as early as July.

The campaign will involve live content streamed on Tourism Australia’s social media channels.

Tourism Australia managing director Phillipa Harrison said the body wanted to keep Australia “front of mind for travellers”.

“Even though demand for travel is currently on hold and the timing of the recovery is still uncertain, it’s important that we don’t go quiet as a destination.

“While people can’t travel right now, they can certainly dream and plan for those holidays to come,” Ms Harrison said.

“The brands that continue to engage with their audiences in a crisis are the ones that tend to ­recover the fastest.

“Our marketing job right now is about keeping Australia front of mind for travellers by using this enforced period of self-isolation to engage with people in their living rooms, feed their escapism and inspire them to travel again once the restrictions start to lift.”

Tourism Minister Simon Birmingham said restarting tourism once restrictions were eased would be key to Australia’s post-pandemic recovery.

“The international border controls and restrictions that have helped to keep Australians safe are sadly inflicting enormous pain on tourism businesses all over Australia,” Senator Birmingham said.

A Tourism Australia ad promoting virtual travel.

“COVID-19 may have taken some of the fun out of life right now, but soon Aussies will be able to experience the sumptuous food and wine, thrilling adventures, rich culture and beautiful nature that usually make us such a ­favourite destination with inter­national visitors.”

The Australian revealed this month that Tourism Australia would change its focus and promote domestic travel rather than encourage international visitors.

“Tourism Australia is going to be focusing on encouraging those people to holiday in their own backyard next year and take some of those things that they have had on their bucket list for a while and do those,” Ms Harrison said last week.

“So talking about all the incredible things there are to explore in Australia like our great walks … some amazing lodges.

“We have also got natural ­assets like Uluru and the Great Barrier Reef that really have had an international focus up until now.”