Traveling Blog: Essentials…Tourism budget boost | New Business Events Campaign launched | Spotlight on Malaysia

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23 March 2022

TOURISM AUSTRALIA UPDATE
Yesterday the Government announced a funding boost for tourism, investing an additional $60 million to accelerate the return of international travellers to Australia, and in particular our regions impacted by international border closures. At Tourism Australia, we will receive an additional $45 million over the next two years, to amplify our activities to this end. Read more about the funding below. This week Tourism Australia launched a new international business events brand campaign, There’s Nothing Like Australia, and the latest iteration of the domestic business events marketing campaign, Event Here This Year. Both campaigns form part of a broader recovery strategy that will support Australia’s business events industry through bolstering domestic business, while also maximising engagement with international customers. The next Tourism Australia Industry Webinar will take place at 11am AEDT Friday 25 March. I will provide an update on our latest plans and activities, we will dive into the latest on Business Events with Robin Mack, our EGM Commercial & Business Events Australia and meet Dr Leo Jago, OAM the Chair of the Business Events Council of Australia (BECA), and following the announcement this week lifting the cruise ship ban we will also be joined by Joel Katz, Managing Director CLIA Australasia. Register to attend here. Phillipa Harrison

$45m budget boost for Australian tourism

The tourism package announced by the Prime Minister of Australia this week includes $45 million over two years for Tourism Australia to accelerate the return, and regional dispersal, of international travellers to the regional destinations impacted by international border closures. We will be working through how this additional funding will extend our international marketing campaign and activities. Of the additional funds, $25 million will be for partnership marketing opportunities, which will include working with industry, hosting internationally focussed media and trade famils and events, and extending our operator focussed National Experience Content Initiative; $15 million will be for boosting our international marketing campaigns and activities in key markets; and $5 million will be for extending the Business Events Australia’s bid fund.
Tourism Tropical North Queensland will also receive $15 million to get tourists back specifically to North Queensland and to promote the Great Barrier Reef.

Tourism Australia Activity

Australia participates in the Tabi Salad EXPO in Japan

Tabi Salad, with over 9 million viewers is one of the most popular TV travel shows in Japan. This week they held the Tabi Salad EXPO in Osaka, to celebrate their 30th anniversary. Tourism Australia was one of the key exhibitors, promoting Australia and reinforcing the message that we are welcoming visitors from around the world. Ms Enna Yamashiro, an illustrator and Tabi Salad reporter who visited Western Australia and New South Wales just before the global pandemic began, talked about her experience in Australia. The event attracted 20,000 consumers over the three days and was featured in the Tabi Salad TV show live and YouTube channel.

Tourism Australia launches international business events campaigns

Tourism Australia has launched a new international business events brand campaign, There’s Nothing Like Australia, and the latest iteration of the domestic marketing campaign, Event Here This Year. Delivered by Tourism Australia’s specialist unit, Business Events Australia, the campaigns form part of a broader recovery strategy that will offer immediate support for Australia’s business events industry through bolstering domestic business, while also maximising engagement with international customers, building on the momentum of the recent reopening of Australia’s international border. For more information on the campaigns, including how industry can get involved, visit the Business Events Australia website.

Australia welcomes back Canadians with icons projection experience

Tourism Australia shared a ‘Welcome Back’ message in Toronto and Vancouver, illuminating Australia’s most iconic destinations via visual projection experiences on 11 and 12 March. Canadians took in images of Kangaroo Island’s haven of Aussie wildlife to dynamic urban scenes of Sydney/Warrane and Melbourne/Narrm while having the opportunity to scan a QR code to enter a giveaway for two business class flights to Australia, courtesy of Air Canada. The activation inspired Canadians to visit Australia after two years of border restrictions and garnered media attention with a CTV Morning Live broadcast and editorial on Daily Hive, Hello Vancity, PAX News and more.

First Apple Vacations group tour from Malaysia

At the end of this month, Apple Vacations, Tourism Australia’s key distribution partner in Malaysia, will launch their first group tour to Australia since the pandemic began. The group, escorted by Apple Vacations’ Managing Director Leesan, will spend 11 days and nine nights gazing upon iconic sights in Melbourne, the Northern Territory, Cairns and Sydney. The premium itinerary curated for a small group of 15-17 guests offers unique, high-value experiences at $14,645 AUD per passenger on business class, with five-star accommodation. The encouraging take-up indicates great appetite and potential for engaging high-yield travellers in Malaysia.

Spotlight on Malaysia

This week, ‘Spotlight on the Regions’ features an interview with Karen Saw, Tourism Australia’s Business Development Manager, Malaysia, who shares her insights and observations from the Malaysian market, as well as updates on key stakeholders and activities to keep Australia front of mind in-market. Read the update here.

Last chance to register for the Adelaide Industry Briefing and networking event

Tourism Australia is hosting an industry briefing at Skycity Ballroom, Adelaide/Tarndanya on Monday 28 March from 3 to 5pm with a networking function to follow from 5 to 6.30pm. Bede Fennell, EGM Corporate Affairs, Tourism Australia and other members of the Tourism Australia team will share an update on upcoming international marketing campaigns. Rodney Harrex, Chief Executive at the South Australia Tourism Commission will also share an update. Register to attend.

Tourism Industry News

2021 Qantas Australian Tourism Award winners

Australia’s tourism industry reunited last week to celebrate tourism business excellence at the 2021 Qantas Australian Tourism Awards.
Bundaberg Rum Distillery Visitor Experience were inducted into the Australian Tourism Awards Hall of Fame for taking the top honours in Tourism Wineries, Distilleries & Breweries  for the past three years.
Royal Botanic Gardens Victoria took home gold for Major Tourist Attraction, as did Saffire Freycinet in 5 Star Luxury Accommodation and Freemantle Prison for Cultural Tourism. Overall, there were 75 awards presented across 25 categories. Congratulations to all winners.

More support for travel agents

A $75.5 million targeted support program for travel agents and tour arrangement service providers has been announced. The program will support eligible travel agents and tour arrangement service providers who continue to support consumers to rebook their travel using existing COVID-related travel credits. Applications for the third round of grants will open on 29 March and close on 20 April 2022. For more information visit: COVID-19 Consumer Travel Support Program - Austrade.

International Visitor Arrivals for January 2022

The Australian Bureau of Statistics have released the international visitor arrivals for January 2022. A total of 53,880 international visitor arrivals occurred for the month of January and the top five visitor markets for were United Kingdom (9,320 visitors), India (6,390 visitors), USA (4,760 visitors), Singapore (3,030 visitors), China (2,600 visitors) and New Zealand (2,180 visitors). Read more here.

Nothing beats Queensland campaign

The famous tagline 'Nothing Beats Queensland’ used following the 2011 floods, has returned in the wake of the most recent South East Queensland floods as Tourism and Events Queensland kicked off a new marketing campaign this week. Residents in Sydney/Warrne and Melbourne/Narrm (as well as around Queensland) will hear the message loud and clear that South East Queensland is open and ready to welcome visitors, with advertising on radio, social media, print and online platforms.

australian stories

Western Australian tour operator announces bespoke foodie odyssey adventures

Western Australian based winemaking tour operator, Earn Your Vino has announced two luxurious immersive experiences for travellers looking for a taste of indulgence. May’s Stir n’ Swirl: an end of vintage celebration in Margaret River will encourage guests to explore the famed region through coastal hikes, dining on freshly cooked abalone, seaside wine tastings and an engaging cheesemaking masterclass. Come July, guests can venture to Pemberton for truffle hunting, hiking through the Karri forests and conversations with winemakers as part of the week-long Beneath the Surface - Truffles, pinot n’ produce: Pemberton’s earthly delights. All Earn Your Vino’s bespoke itinerary packages are all-inclusive offerings with accommodation and amenities provided.

Iconic Sofitel Sydney Wentworth unveils fresh new look

The 436 room Sofitel Sydney Wentworth, has reopened its doors in Sydney’s CBD following an extensive redevelopment. The French-style luxury hotel’s rooms have been refreshed with Sofitel MyBed mattresses, updated bedding and furnishings and sustainable bath amenities. The hotel’s conference and event spaces have also been upgraded with state-of-the-art AV equipment and interiors. In addition to the return of the High Tea offering, the venue’s French Soiree Bistro & Bar has been reopened for breakfast, lunch and dinner. Meanwhile, the property’s Garden Restaurant will reopen in May under the lead of Executive Chef Boris Cuzon.

Beloved Red Hill boutique hotel to host bespoke dinner in partnership with Taittinger

Mornington Peninsula’s picturesque boutique hotel, the Lancemore Lindenderry Red Hill will bubble to life with a one-night only event, An Evening with Clovis Taittinger on 1 April 2022. Run in conjunction with French Champagne brand Taittinger, the event offers guests a luscious dining experience during which a seven-course menu designed by Executive Chef, Diego Cossio, will be partnered with eight cuvées from Champagne Taittinger’s iconic roster. Taittinger’s Managing Director and Brand Ambassador, Clovis Taittinger will also virtually stream into the event from France. Guests can opt to include accommodation at the Lancemore in their package for an additional cost.

Dive into the Lands of the Saltwater People with bespoke cruise

Tasmania’s boutique pure sea salt producer, Tasman Sea Salt has launched a sommelier-style tasting of its pure Tasmanian sea salts and salt mixes. Held on site at the operator’s Swanport production house, the immersive offering allows visitors to learn about the health benefits of salt, trace the historical significance of the mineral and unearth its interesting flavour partners. Participants will uncover why Tasman Sea Salt has garnered widespread recognition for its sustainably lead production technique and can take home their own selection of sea salt products.