$60 million recovery effort boost welcomed
Extra funding critical for industry re-engagement with key markets
The Australian Tourism Export Council (ATEC) has welcomed the Federal Government’s decision to plough an additional $60 million in funding to support the industry’s post-COVID recovery.
ATEC Managing Director Peter Shelley said the funding, which builds on the $75.5 million recently allocated in support of inbound tour operators, aligned with his organisation’s budget asks and will play a pivotal role in rejuvenating the country’s hard-hit export tourism industry.
“The funding will help some of the most affected parts of our export tourism industry to re-boot and re-engage their international markets,” he said.
“With its focus on Tropical North Queensland and other internationally focused regions, the most highly impacted due to their reliance on international visitors, this funding will bring together the cooperative strength of the industry in re-engaging our markets.
Mr Shelley said the focus on conversion of visitors and partnership marketing which includes airlines and wholesalers, will help to build momentum behind the in-market efforts of Tourism Australia.
“Importantly, the Tourism Minister has also indicated there will be further industry funding over the coming months and we look forward to these announcements of support for our industry in the coming Federal Budget and Federal Election.”
Government funding allocated to the tourism sector to date includes the following:
- $15 million for Tourism Tropical North Queensland to get tourists back to North Queensland and to promote the Great Barrier Reef.
- $45 million for Tourism Australia (TA) to undertake additional targeted activities to get international tourists back in to key regional destinations heavily impacted by the loss of international tourism, of which:
- $15 million for advertising in crucial international markets to support regions most reliant on international tourists;
- $25 million for direct partnership activities for TA to work with trade wholesalers, the airlines and the media to drive international demand back to key regions; and
- $5 million to extend Business Events Australia’s highly successful bid fund – which has already helped win 57 events for Australia.
Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience.
Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.
