Broken Hill tourism industry determined to recover

More than 50 Broken Hill tourism operators and businesses have registered for a tourism accelerator program funded by Broken Hill City Council and Destination Country and Outback.

The program, “Survive and Thrive Through Digital Marketing”, recently launched with a webinar focusing on navigating COVID-19 In the Tourism Industry, which includes an industry panel session featuring Lucy White (Destination Country and Outback General Manager), Petah Devine and Duncan Pickering (Silverton Camels), Michael McIvor (Experience Broken Hill Operations Manager) and Patrick Kreitner (Council’s Senior Tourism Officer).

Broken Hill Council's City Growth Coordinator, Anne Andrews, said the strong response shows Broken Hill businesses are determined to re-emerge once the pandemic passes.

Andrews notes “this has been a fantastic response and demonstrates that the local tourism industry is invested in harnessing opportunities that will grow their business.

“Council has invested in this program as a part of its COVID-19 recovery program to support businesses recovery amidst what has been a significant shock to our local economy.

“The positive attitude that industry has shown by embracing this program ensures that we will bounce back as a destination of choice and continue to provide a 'bucket list' experience for travellers.”

The “Survive and Thrive Through Digital Marketing” program is being delivered by Tourism Accelerator, owned by former local and tourism marketing specialist, Hayden Zammit.

The program includes a series of online masterclasses, educational tools, and support resources to guide tourism operators in specific digital marketing subject areas with a focus on the “It’s Out There” campaign tools.

The “It’s Out There” Campaign was launched in February 2020 and developed by Destination NSW in collaboration with Broken Hill City Council and Central Darling Shire. Assistance in how to utilise the campaign’s industry toolkit, which includes images and videography, will feature in the capability program.

The “It’s Out There” campaign is currently paused due to the COVID-19 travel restrictions but will be re-activated shortly.

Image: Broken Hill Railway and Historical Museum. Credit: Broken Hill City Council