The Australian tourism industry, a critical pillar of the nation’s economy, faced unprecedented challenges in recent years. The COVID-19 pandemic effectively shut down international travel, and the devastating bushfires of 2019-2020 further compounded the sector’s struggles. However, amid these crises, Australia’s tourism public relations (PR) efforts proved to be not just resilient but transformative. Through creative and compelling campaigns, Australia’s tourism PR strategies have not only helped the industry recover but also reinforced its place as one of the world’s most desirable travel destinations. From global rebranding initiatives to leveraging social media influencers and addressing crises with transparency, these PR efforts have been an impressive showcase of how effective communication can shape perceptions and drive change.
Tourism’s Crucial Role in Australia’s Economy
Tourism has long been a significant contributor to Australia’s economy. In 2019, the industry directly contributed over $60 billion to the national economy, with millions of international visitors drawn to Australia’s stunning natural landscapes, vibrant cities, and world-renowned cultural experiences. Yet, the global pandemic forced the Australian tourism sector into an existential crisis. Travel bans, quarantines, and lockdowns left airports empty and once-bustling tourist attractions vacant. As borders remained closed for much of 2020 and 2021, Australia’s tourism industry urgently needed to reestablish its global image, rebuild domestic interest, and reengage travelers.
This is where the power of public relations (PR) came into play.
The Role of Public Relations in Tourism
Public relations plays an essential role in shaping a destination’s image. In the world of tourism, where perceptions often drive decisions, PR helps bridge the gap between a country’s offerings and the tourists who are most likely to visit. It is through PR that Australia crafts and communicates the story of why it is a place worth visiting. In tourism, PR involves more than just promoting picturesque images of beaches and landmarks; it’s about building trust, overcoming challenges, and strategically engaging with key audiences.
For Australia, the past few years required deft PR moves, especially in a time when the country was dealing with multiple crises. PR strategies, including celebrity endorsements, emotional appeals, and targeted digital campaigns, helped ensure that Australia remained at the forefront of people’s minds as travel slowly began to return.
Tourism Australia’s “Come and Say G’Day” Campaign: Leveraging Star Power
One of the earliest and most successful PR campaigns launched by Tourism Australia after the pandemic was the “Come and Say G’Day” campaign. This campaign was designed to remind international tourists of everything that makes Australia unique. In 2019, before the pandemic, Tourism Australia sought to reinvigorate international travel by showcasing its vast array of offerings, from the Great Barrier Reef to the cosmopolitan allure of Sydney.
Central to the campaign was the use of Australian celebrity Chris Hemsworth, an internationally recognized figure thanks to his role as Thor in the Marvel cinematic universe. This was not simply an endorsement, but a way of bringing a beloved Australian personality into the heart of the campaign to convey the warmth, friendliness, and allure of Australia’s tourism experience. Hemsworth’s involvement, alongside other Australian icons, allowed the campaign to reach a massive global audience with a message of welcome and inclusivity.
The “Come and Say G’Day” campaign didn’t just showcase Australia’s landmarks; it invited tourists into the country’s very essence, encouraging them to immerse themselves in the Australian way of life. Through the involvement of celebrities, relatable messaging, and a catchy slogan, the campaign succeeded in generating increased international interest in Australia’s tourism, despite the looming uncertainty surrounding global travel.
Revitalizing Domestic Tourism: “Holiday Here This Year”
With international travel severely limited due to the pandemic, Tourism Australia pivoted towards encouraging domestic tourism with the “Holiday Here This Year” campaign. Launched in 2020, this initiative encouraged Australians to explore their own country in a bid to support local businesses and communities. Given that international tourism was at a standstill, domestic travel became the immediate solution to mitigate losses in the industry.
What made this campaign particularly effective was its emotional appeal. It capitalized on the collective sense of national pride and the desire to support local economies during a period of immense uncertainty. The PR strategy tapped into the feelings of solidarity and unity that were prevalent during the pandemic, encouraging Australians to take time off from the routine pressures of daily life and rediscover the beauty of their own backyard.
By highlighting diverse domestic experiences – from remote islands to rugged outback adventures and coastal retreats – the campaign not only promoted regional tourism but also emphasized the value of exploring lesser-known parts of the country. This approach had two major benefits: it helped spread tourism dollars more equitably across the nation, and it allowed Australia’s more remote areas to receive the attention and investment they so desperately needed.
Queensland’s Successful PR Strategy: “Where Australia Shines”
While Tourism Australia played a central role in national campaigns, individual states like Queensland also embarked on successful PR initiatives to attract both domestic and international tourists. Queensland’s “Where Australia Shines” campaign was designed to capture the state’s vibrant culture, stunning beaches, and tropical allure. It leveraged digital platforms and social media influencers to showcase Queensland as the ideal destination for travelers seeking sun, adventure, and natural beauty.
Through a combination of engaging content on Instagram and collaborations with high-profile influencers, the campaign successfully reached younger, tech-savvy audiences who were particularly active on social media. The visuals, which highlighted Queensland’s warm weather and pristine landscapes, helped create an irresistible appeal for tourists looking to escape the cold or unwind in paradise.
The campaign also included a significant push for eco-tourism, encouraging travelers to appreciate Queensland’s natural wonders while respecting sustainability. This was crucial in a post-pandemic world, where environmentally conscious travel became a growing concern among tourists. Queensland’s PR team adeptly navigated the balance between promoting tourism and emphasizing the importance of preserving the environment for future generations.
Digital PR: The Role of Social Media and Influencers
In an era dominated by digital communication, Australia’s tourism PR teams have expertly harnessed the power of social media to reach their target audiences. Platforms like Instagram, Facebook, and Twitter have become integral parts of the PR landscape, providing a direct channel through which tourism organizations can engage with potential travelers.
Tourism Australia, for example, recognized early on the potential of Instagram’s visual-first platform in capturing the imaginations of travelers. High-quality images and videos showcasing Australia’s diverse landscapes – from the beaches of Queensland to the outback in the Northern Territory – flooded the platform. By utilizing popular travel influencers and leveraging user-generated content, Tourism Australia succeeded in creating a vibrant and dynamic online presence that made potential tourists feel as though they were already experiencing Australia’s beauty.
Social media allowed for real-time engagement, creating a sense of community among travelers and giving people the opportunity to share their experiences in Australia. The ability to use Instagram Stories, live streams, and interactive features also gave tourists an immersive feel of the country before booking their trips.
Crisis Communication and Rebuilding Trust
One of the most significant aspects of Australia’s tourism PR strategies involved crisis communication, particularly in the wake of the devastating bushfires of 2019-2020. These fires ravaged parts of the country, causing destruction and loss of life, while simultaneously affecting tourism in affected regions. PR teams worked quickly to reassure both domestic and international tourists that much of Australia was still safe to visit.
Tourism Australia’s messaging was transparent, empathetic, and focused on recovery. PR campaigns emphasized that while some areas were severely impacted, the majority of the country remained open for business. This approach was not only necessary to rebuild tourism but to restore Australia’s reputation as a safe and resilient destination.
In parallel, a major part of the crisis communication involved promoting Australia’s recovery efforts, highlighting the strength of local communities and businesses in rebuilding efforts. PR campaigns demonstrated solidarity with affected regions, showing that tourism played a vital role in supporting recovery. Over time, this messaging helped restore international confidence in traveling to Australia.
Looking Forward: The Future of Tourism PR in Australia
While Australia’s tourism industry has made impressive strides in recovery, the future of tourism PR will undoubtedly be shaped by several factors, including evolving travel trends, sustainability concerns, and the increasing role of technology in tourism marketing. Virtual reality (VR) and augmented reality (AR) are expected to play a larger role in offering virtual tours and experiences, helping to engage potential tourists long before they step foot in Australia.
Moreover, as climate change becomes an ever-growing concern, the promotion of eco-friendly travel and sustainable tourism will become a cornerstone of Australia’s PR strategy. With global tourism gradually shifting toward more responsible practices, Australia will need to position itself as a leader in eco-tourism, offering experiences that are both breathtaking and environmentally conscious.
The past few years have proven to be a test of resilience for Australia’s tourism industry. From the catastrophic bushfires to the global pandemic, the tourism sector was forced to pivot, adapt, and innovate. Through thoughtful, creative, and adaptive public relations campaigns, Australia has successfully revived interest in its tourism offerings, both domestically and internationally. PR strategies have not only been key in attracting visitors but also in rebuilding trust, creating emotional connections, and showcasing the country’s remarkable beauty and diversity. As Australia moves forward, the role of PR in tourism will continue to be indispensable in driving growth, fostering sustainable practices, and ensuring that the world continues to see Australia as the destination of choice.
