26 September 2023

New push to fuel tourism recovery

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Tourism Australia is set to receive a funding boost to assist in the recovery of the industry in bushfire-affected areas – with the local market to be targeted first.

The National Bushfire Recovery Fund is allocating an initial $76 million in a package aimed at protecting jobs, small businesses and local economies by helping to get tourists travelling across Australia again.

Prime Minister, Scott Morrison said the Government was throwing its support behind the country’s $152 billion tourism industry as part of an initial push to help the sector recover after the bushfires.

“Australian tourism is facing its biggest challenge in living memory,” Mr Morrison said.

“One in 13 Australian jobs rely on tourism and hospitality, so our $76 million investment is an urgent injection to help all those hotels, restaurants and cafes and tour operators get back on their feet,” he said.

“This is make-or-break for many businesses and tourist hot spots and not just in those areas directly hit by the bushfires.”

Minister for Tourism, Simon Birmingham said the funding boost would help to make the message clear – Australia was very much open for business.

“These bushfires have dealt the biggest reputational blow to our tourism industry that it has ever faced internationally,” Senator Birmingham said.

“Losses caused by cancellations and collapsing booking numbers stretch well beyond those communities directly affected by fire into the many Australian towns that rely on international visitors to sustain tourism jobs,” he said.

“We will break from the practice of Tourism Australia exclusively focusing on international visitors and urgently kick off a local campaign because Australians are best placed to immediately understand that most of our country remains as safe to visit as ever.”

Senator Birmingham said the recovery package would include $20 million for a domestic marketing campaign, with a further $25 million to pitch to international travellers.

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