Tourism Australia launches National Experience Content Initiative

Tourism Australia has launched the National Experience Content Initiative, a new $12 million media creation program aimed at supporting tourism businesses across the country in their recovery and driving increased visitation by helping them to better market their experiences and attractions.

Set to run until June 2022, the Initiative is seeing Tourism Australia work closely with all state and territory tourism organisations (STOs) and relevant regional tourism organisations (RTOs) to select the experiences.

Introducing the program, Tourism Australia advise “as a result of the COVID-19 pandemic, many tourism businesses have had to reduce their marketing budgets significantly. However, visual imagery is one of the most important factors when consumers are researching, planning, or booking travel online.

“Online listings with high quality photos and video stand out in search results and get booked more often. It is vital to the future of brand Australia that we emerge from the COVID-19 crisis with marketing assets of product, Australia wide, that is strong, contemporary and relevant to the post COVID-19 consumer.

“This project is designed to support tourism businesses by capturing high quality imagery and footage that showcases the best tourism experiences on offer from around Australia, and to bring these to life for consumers and trade.”

Tourism Australia has established a comprehensive eligibility criteria and the relevant RTO will select experiences based on these criteria. The STO will then cross check this and Tourism Australia will have the final sign off.

The experiences chosen will demonstrate the uniqueness and diversity of experiences on offer across the region and will be required to: align to Tourism Australia’s brand pillars of natural beauty, food and drink, wildlife and culture; demonstrate a commitment to sustainability; be ‘trade ready’; have an up-to-date ATDW listing, and have a COVIDSafe plan.

The Initiative will provide a suite of new imagery and footage for up to 1,800 tourism experiences from around 57 regions across Australia to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers.

For more information contact:

ACT, NSW, Queensland, Northern Territory - Dominic Mehling

Victoria, South Australia, Tasmania, Western Australia - Sophie Treasure