Tourism Australia’s Holiday Here This Year campaign

Noosa is one of the regions to benefit from Tourism Australia’s Holiday Here This Year campaign as part of the national bushfire recovery effort – all operators are also urged to join in the campaign.

The domestic campaign encourages Australians to support the tourism industry by holidaying in their own backyard – a weekend away near home, a trip to another state or discovering somewhere in Australia they’ve always wanted to visit.

The campaign, supported through a $20 million Australian Government funding boost, will be rolled out across print, social media, billboards in major cities, content partnerships, radio and outdoor advertising, with Australians being encouraged to use the social media tag #holidayherethisyear.

The campaign features a video with tourism operators inviting people to explore the country, as the industry is impacted by travellers delaying or cancelling their plans, including to areas that haven’t been directly affected.

Tourism Australia Managing Director Phillipa Harrison said the Holiday Here This Year campaign would help spread the important message that Australian tourism is open for business and ready and eager to welcome visitors.

“The desire from ordinary Australians to assist the communities impacted both directly and indirectly by the bushfires has been overwhelming,” Ms Harrison said. “This campaign seeks to show them how they can directly support the recovery by simply holidaying here in Australia.

Holiday Here This Year is a practical way that Australians can help bushfire affected communities by filling hotel rooms, restaurants, caravan parks, beaches and more.”

The page provides inspiration for consumers to plan and book a holiday in Australia, and practical tools for industry to use in their own marketing initiatives.


1. Commit to the Holiday Here This Year message

Download the custom toolkit which has everything you need to know about the campaign and how to integrate Holiday Here This Year into your marketing.

2. Spread the word

Let everyone know you’re open for business by posting on social media with #HolidayHereThisYear.

3. Show Australians your little bit of Australia

Join the Facebook event and engage with the posts by commenting and sharing photos and information about your business.

Apart from the domestic campaign, the Government’s initial $76 million tourism recovery package also includes:

  • $25m for an international marketing campaign
  • $9.5m for international media hosting and
  • $6.5m in increased support for the Australian Tourism Exchange in Melbourne this year, which Tourism Noosa will attend.