The Victoria Tourism Industry Council (VTIC) today welcomes the launch of the Tourism Australia $20 million domestic campaign, Holiday Here This Year, to encourage Australians to holiday in their own backyards and get behind the tourism industry.
VTIC Chief Executive Felicia Mariani said, “Tourism Australia is to be commended on the rapid turnaround they have achieved with this campaign. The $20 million domestic campaign is part of the $76 million federal bushfire recovery package for tourism that was only announced by the Federal Minister for Trade, Tourism and Investment, Simon Birmingham, on Sunday, and by Thursday we have Holiday Here This Year in market.
“This message being delivered to Aussies across the nation is vital in getting their attention that the tourism industry needs their support, and the best way to do that is by foregoing that overseas holiday this year and traveling around Australia. If people really want to help these regional communities to get back on their feet, then book a stay in a region, eat at the pub, take a tour with a local operator and fill your bags full of regional goodies. That’s how we can really help to make a difference,” she said.
Getting under the umbrella of the national campaign, #HolidayHereThisYear, VTIC was pleased to launch a new content sharing gallery this week, This is Victoria, to help promote the many businesses across the state who are unaffected by the fires and open for business in regional areas.
These devastating fires have created unprecedented cancellations and the tourism industry is struggling as they face drastic reductions in visitor numbers as a consequence.
“The national campaign will be a tremendous impetus to getting the message out to holiday at home, but we need to deliver the message to holiday in Victoria right now. Our operators in East Gippsland, the High Country and indeed right across the state are struggling in the aftermath of this bushfire crisis. We need Victorians to commit to travelling in their amazing state and supporting our local industry,” Ms Mariani said.
The online portal is a collaborative approach for industry and all Victorians to share images and videos that depict the true and current visit-ability of the state’s safe and accessible destinations during the current bushfire season.
VTIC has established the initiative in direct response to a recent industry survey of its members across the state to understand the direct and indirect impacts of the bushfires to their organisations and what support was most needed by the sector.
“With more than 200 surveys completed, This is Victoria is a direct response to our members and the industry who have told us that they want to see key tourism bodies and third party distribution channels pushing the message that not all areas of Victoria have been affected by the fires and there are many operators still open for business and ready to welcome visitors.
“The fires have been devastating for communities, individuals and organisations and have caused extensive damage and heartache. We still have many parts of the state that are not yet safe to travel to; but as well, there are many other parts of Victoria that are untouched by this disaster and we need to encourage people to get out and travel into those areas. Putting money back into local economies is so important right now.
“We want everyone out there posting their pictures and videos enjoying themselves in all the wonderful corners of our state that are unaffected and safe, using #thisisvictoria and #HolidayHereThisYear. We can all then share the magic so that locals and visitors alike are not deterred from travelling to and within Victoria.”
To share your content in this initiative, please visit thisisvictoria.vtic.com.au and use #thisisvictoria on all your holiday posts around the State.