According to leading data and analytics company GlobalData, Tourism Australia’s domestic campaign will contribute to a record number of domestic trips in the country by 2025: double that seen in 2020 and representing a 14% growth on pre-pandemic levels.
Broadcasting the phrase ‘holiday here, this year’ over social media channels, radio and outdoor advertising has paid off, and, although Australia will not see pre-pandemic levels for inbound trips until 2024, the increase in domestic tourism will cover some of the shortfalls and save thousands of jobs.
Craig Bradley, Associate Travel & Tourism Analyst at GlobalData, notes “due to the pandemic, domestic trips in Australia fell by 45% in 2020 from an all-time high of 116.7 million travellers in 2019. In response, Tourism Australia acted promptly to invest in a domestic tourism campaign that will reap benefits from 2021 onwards. The message to residents is simple: get out there and discover everything Australia has to offer.”
According to GlobalData projections, domestic trips will increase at a compound annual growth rate (CAGR) of 9% between 2021 and 2025, eventually reaching a record-breaking 133.4 million domestic trips.
Bradley adds “the clear target marketing campaign rolled out by Tourism Australia will no doubt have had a huge impact on these projections. The organisation has done well to focus on Australia’s key selling points, focusing on various destinations, culture, gastronomy and…