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- We partner with online tour operator Secret Escapes for an UnDiscover Australia campaign in Germany. Key distribution partners report 15 per cent year on year increase in sales for Tourism NT and Tourism WA experiences.
- Premium, once-in-a-lifetime experiences are promoted to over 2.4 million readers of the Hindustan Times in India.
- Our office in Jakarta, Indonesia officially opens.
- Australia Marketplace events are held in Kochi, India and California, USA, bringing Australian industry operators together with travel agents and tour operators to develop business relationships.
- We partner with GoPro and Tourism WA to bring 37 of the world’s best content creators to Broome, Western Australia.
- Senator the Hon Simon Birmingham opens World Routes in Adelaide, the largest aviation conference in the world. More than 3,000 delegates experience Australia and its aviation opportunities first-hand.
- Our Greater China Showcase is held in China, with business events buyers and media from China and Hong Kong meeting with Australian industry to do business.
- Our new brand platform, Come live our Philausophy, is unveiled inviting the world to experience the Australian way of life.
- Corroboree West is held in Perth, WA. Australian sellers meet with over 300 Aussie Specialist Agents from North America, UK, Continental Europe and New Zealand.
- Australia Marketplaces South East Asia and UK/Europe are delivered, providing a platform for the Australian tourism industry to form relationships with qualified travel agencies and tour operators.
- Our campaign to promote the women’s and men’s ICC T20 World Cup cricket for Women and Men in India kicks off, featuring voiceovers from commentator Harsha Bhogle, actress Shibani Dandekar and former Australian cricketer Brett Lee.
- Australia Marketplace China is delivered, providing a forum for Australian tourism businesses to engage with Chinese buyers through a schedule appointment program.
- An investor famil is arranged to Perth and Margaret River in collaboration with Tourism WA and Austrade, showcasing investor-ready opportunities in Western Australia.
- Tourism Australia and Destination New South Wales host the Hong Kong Association of Travel Agents Convention in Sydney, the largest trade delegation ever hosted from Hong Kong.
- Travel + Leisure USA names Australia ‘2020 Destination of the Year’.
- We partner with Tourism Events Queensland and Jetstar to host broadcast, Sekai Summer Resort in Cairns and the Gold Coast. The show later airs to 6 million people across Japan.
- Dreamtime, our signature biennial incentive showcase designed to increase awareness of Australia as an incentive destination, is held in Perth.
- Bushfires devastate communities in NSW, Victoria and South Australia, making makes headline news across the globe.
- Our Matesong campaign goes live in the UK. Considering the bushfire situation, we paused the campaign on 31 December.
- A cluster of a-typical pneumonia cases – COVID-19 - are reported in Wuhan, China.
- The Prime Minister announces the $76 million rebuilding Australian tourism package as part of the Government’s National Bushfire Recovery Fund. Tourism Australia receives $61 million over two financial years to fund marketing activity to bolster recovery efforts.
- We initiate a dedicated communications program, sharing the latest safety, public health and travel advice. This includes updates and roadshows in Australia and overseas to allay concerns and show Australia is still ‘open for business.’
- We begin to review and update our plans to recalibrate marketing activities in response to the perceptions of Australia because of the bushfires. This includes a return to domestic tourism marketing and encouraging Australians to holiday at home.
- Our Holiday Here This Year and Event Here This Year campaigns are launched in an effort to boost bushfire recovery. Activity includes partnering with Tennis Australia to rebrand the Australian Open with the slogan Australia is Open across TV and social channels.
- COVID-19 cases are reported in several countries across the globe. The Australian Government declares the disease of pandemic potential enabling prompt action and thee limiting of damage
- The Australian Government announces border controls and travel restrictions for Australian citizens and permanent residents returning from China to reduce the spread of the coronavirus to Australia.
- Tourism Australia works with STOs and industry partners to further recalibrate our marketing activity, including development of a Team Australia approach to aviation recovery.
- We launch There’s still nothing like Australia internationally, supported by the Australian Government’s National Bushfire Recovery Fund.
- Senator the Hon Simon Birmingham leads a delegation of more than 100 Australian industry to India for the Australia-India Business Exchange.
- We extend our communications to include weekly webinars with key government and industry heavyweights to provide advice, information and support to industry, and keep them up to date on the coronavirus pandemic.
- The World Health Organisation declares COVID-19 a ‘pandemic’ (11 March 2020).
- The Australian Government closes all borders to non-citizens and non-residents (20 March 2020). Qantas, Jetstar and Virgin suspend all international flights.
- Lock-down of non-essential services are introduced across states and territories to curb infection rates; social distancing restrictions are announced.
- Across the tourism industry there are mass redundancies, stand downs and closures with many businesses reducing staff by 50 per cent.
- We cancel the Australian Tourism Exchange and refunds are issued to delegates. Australia Marketplace North America and India are postponed, and planning begins for their delivery as virtual events.
- Our annual conference, Destination Australia, is delivered at Adelaide Oval, bringing together over 300 industry members to discuss resilience and recovery in the wake of Australia’s bushfires and the global coronavirus.
- The Prime Minister of Australia, the Hon Scott Morrison MP, provides a special briefing for the industry via our webinar platform.
- We pause our domestic Holiday Here This Year campaign and business events brand advertising, and move to content-led activity, maintaining an appropriate presence internationally.
- We open applications for our Business Events Advance Program 2020/21. This partnership marketing initiative aims to drive international business events to Australia and boost delegate activity to confirmed international business events.
- With much of Australia and the world in lock-down, we live-stream the best of Australia with our campaign, Live from Aus, a full weekend of events on our social media channels. Over 50 million people in 40 countries see elements of the campaign.
- Planning for recovery continues including the development of a domestic leisure campaign and domestic business events campaign.
- Development of international recovery plans continue.
- We launch our Aussie Specialist Program to frontline travel sellers in Australia, showcasing Australia’s newest destinations and experiences to help encourage Australians to holiday at home.
- Partnership preparations continue for domestic campaign activity, working with Stayz and Luxury Escapes.
- We launch the Business Events Boost Program for 2020/21. The partnership program will support industry-led business events marketing and distribution projects aimed at restarting domestic events.
Our partnership with Australian Traveller magazine kicks off with publishing a special collector's edition and digital hub – 100 Ways to Holiday Here This Year – to reboot domestic tourism when travel allows.
 Sydney Morning Herald, March 2020