In response to the devastating bushfire season of 2019/20, and ‘Australia on fire’ headlines across the globe, we leaned into one of our most successful and longest-standing global campaign platforms, There’s nothing like Australia, to rebuild Australia’s reputation and win back international visitors. The campaign launched on 24 February 2020 across our international markets, reminding the world that There’s Still Nothing Like Australia.

Spearheading the campaign was a new global broadcast advertisement, unveiled at Tourism Australia’s Destination Australia Conference in Adelaide on 12 March 2020. The campaign profiled operators from across Australia and highlighted the incredible breadth of experiences still to be had in Australia, with the first phase focused on partnership and driving bookings to visit. Key partners included Singapore Airlines, Expedia and Flight Centre.

The campaign was paused in April 2020 due to the global outbreak of COVID-19 and the subsequent closure of international borders.