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Tourism Australia beckons travellers with big holiday plans

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Tourism Australia is encouraging travellers to book their next big holiday Down Under in a massive campaign being rolled out in Germany, France, Italy, Canada, the US and the UK.

The A$40 million (US$28.6 million) Don’t Go Small. Go Australia campaign supports Australia’s reopening without on-arrival quarantine to fully vaccinated international travellers from February 21 this year.

The Don’t Go Small. Go Australia campaign features imagery of locations and activities that underline the country’s diversity of tourism experiences

Minister for trade, tourism and investment Dan Tehan said Tourism Australia was prepared to ramp up its international marketing efforts once the border reopening was announced.

“The world has been waiting two years to get Down Under for a holiday and our latest ad campaign will remind them of what they’ve been missing,” Tehan said in a statement.

“After Covid-19, the world is looking forward to taking a holiday and we want that holiday to be in Australia,” he added.

The new campaign marks the beginning of a long-term strategy to restart tourism to Australia, with more investment in tourism marketing to come in 2H2022, according to Tehan.

The campaign will run across TV, print, digital and social channels in key markets and feature some of Australia’s most iconic destinations and experiences.

Tourism Australia managing director Phillipa Harrison said: “Don’t Go Small. Go Australia is about reminding travellers whether they are dreaming of discovery or looking for relaxation – Australia is the perfect destination for an epic adventure.”

In addition to iconic attractions and landmarks, Australia has welcomed many new products during the travel freeze.

“The new campaign shows travellers what they’ve been missing in Australia – the vast landscapes, our world-famous icons and the epic adventures. We are inviting travellers across the world to think big, and say G’Day to the holiday they’ve been waiting for,” said Tourism Australia chief marketing officer Susan Coghill.

“We have chosen locations and activities to reflect the wide diversity of tourism experiences Australia has to offer. We also considered the popular destinations and cities which have been impacted the most by the pandemic and put them in the spotlight,” she added.

To convert interest into bookings, Tourism Australia has also published inspiring and up-to-date travel information on Australia.com, which will be supported with offers from global partners.

The existing Come and Say G’Day – Australia is Yours to Explore, which launched in Singapore ahead of its reopening last November, will continue to be rolled out across Asia as travel resumes.

Tourism Australia beckons travellers with big holiday plans