Hundreds of new images showcasing iconic Australian destinations will be captured to aid COVID-stricken operators’ efforts to lure tourists.
Tourism Australia will commission the production of a new set of visual imagery for up to 1800 tourism experiences from 57 regions across the country.
Under the $12 million program, locally based professional photographers and content creators will be sought out to provide each featured tourism operator with at least 100 to 200 images along with video footage.
It is hoped the “National Experience Content” initiative, which will run until June 2022, will help operators’ marketing materials and online product listings stand out, driving domestic and international traveller bookings.
Phillipa Harrison, managing director of Tourism Australia, described the program as the most significant content initiative in the body’s history.
She said the COVID-19 pandemic had dealt the domestic tourism industry a “heavy blow”, rendering some operators incapable of producing their own marketing materials.
“While domestic travel has helped keep many businesses afloat throughout the crisis, our industry will not fully recover until international travellers return,” Ms Harrison said in a statement.
“With Australia likely to be slower than others to reopen to international visitors, it is vital that our operators are armed with compelling and contemporary marketing assets.
“That is why we have set out to capture high-quality imagery and footage that showcases the best tourism experiences on offer from every corner of Australia, and to really bring these to life for consumer and trade audiences.”
