Our International Media Hosting Program (IMHP) encouraged travel to Australia through storytelling across print, digital, social media and television platforms. The program also focused on supporting the industry through bushfire recovery stories across a range of domestic and international media channels. In addition to generating motivational media coverage, the PR and IMHP team worked closely with industry, meeting regularly with operators to share insights and maximise media exposure for Australia as a destination.
Tourism Australia operated a reduced program this year due to the impacts of the bushfires and COVID-19. Media and influencer highlights included a mega famil with key Indian influencers including Sanjeev Kapoor, Mithila Palkar, Mithali Raj and Mandira Bedi for the ICC Women’s T20 World Cup (India), Monocle podcast series (UK), Travel + Leisure Destination of the Year (US), Marie Claire (China), Sunday Times (UK), Friend of Australia and retired cricketer Michael Vaughan (UK), travel magazine Abenteuer und Reisen (Germany), Press Association (UK), Travel + Leisure (China) and a group press trip with Oggi.jp and Vogue online (Japan) for the first Opera Australia concert in Uluru-Kata Tjuta National Park. Broadcast highlights included Ngopi Dara (Trans TV, Indonesia), Tabi Salad (ABC, Japan) Kilimangiaro (Italy), Échappées Belles (France 5, France) and Our Daily Food (MediaCorp, Singapore).