Consider for a moment, the current shortage of retail goods combined with delayed deliveries and the challenge this Christmas is what on earth can we gift loved ones this year? To solve this first-world problem, Tourism Australia has launched the next iteration of Holiday Here This Year which calls on Australians to give a more meaningful ‘Gift of Travel’ this holiday season instead. Genius!
The latest campaign which sees the return of ambassadors Hamish Blake and Zoe Foster-Blake is about encouraging Australians to leave behind the physical gifts this year and give a more meaningful gift that creates lifelong memories and helps to support our tourism operators and communities.
Research shows Australians are planning to spend big on gifts this holiday season. Last year, on average, we spent $770 on gifts equating to $16 billion in total. If all Australians decided to spend a fraction on travel experiences instead it would be a multi-billion-dollar boost to the industry.
With Australians now able to travel internationally and return without quarantining in some states, it’s nerve been more important to support the domestic tourism industry which supports 1 in 13 jobs in Australia. Domestic tourism is a $100 billion industry and has been hit hard by the COVID-19 pandemic.
Tourism Australia Managing Director Phillipa Harrison said the campaign is sure to get people excited and thinking about visiting new places, trying new things and visiting friends and family.
“The pandemic has left people wanting to make up for lost time and giving a travel experience will help people do just that,” Ms Harrison said.
“Whilst the uncertainty around state borders can make booking challenging, the wonderful thing about giving a travel or experience voucher is that they will be there ready for use when restrictions allow and people are ready to go.
“We know from our research that there are high levels of pent-up tourism demand in Australia, so by giving the gift of travel, people can be sure they are giving a gift that people will want. So, rather than giving socks give a surfing lesson or a walking tour,” Ms Harrison said.
Tourism Australia Chief Marketing Officer Susan Coghill said December and January are traditionally the largest travelling months and this Summer that will be combined with strong pent-up demand for travel.
“The latest travel sentiment data shows the majority of Australians are either thinking or dreaming about their next holiday and now is the time to convert that into gift vouchers and actual holiday bookings,” Ms Coghill said.
“There is a travel gift for everyone at every price point, so for a last-minute gift that will last a lifetime, get inspired at Australia.com.”
The Gift of Travel will be a multi-channel campaign across TV, cinema, print and online.
The new TV ad follows Hamish and Zoe on their journey to find the perfect gift for their close friend, comedian Andy Lee. Hamish and Zoe seek inspiration from the outback wrangler Matt Wright, rugby league great Johnathan Thurston, comedian Hannah Gadsby, actor Hugh Sheridan and food icon Elli Beer before landing on an unforgettable experience for Andy.
Both Viva Holidays and Redballoon will be exclusively fulfilling the campaign via trade. Find out more at www.tourism.australia.com
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