From brushfires in 2020 to the COVID-19 pandemic, Australia has faced its fair share of obstacles when it comes to attracting tourists.
But as travel to the continent begins to resume - Australia just started welcoming vaccinated travelers from Singapore on November 21 - the outlook for tourism is turning into a positive one.
According to Tourism Australia marketing manager Jackie Dunfee, speaking in the PhocusWire Studio at last week’s Phocuswright Conference in Florida, she is “extremely optimistic” about the reopening of Australia to the broader international travel audience.
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During the travel shutdown, the destination marketing organization’s strategy was to remain active in all its key markets to remain top of mind for travelers once traveling resumes.
“We know that brands who keep advertising during downturns actually end up coming out better at the end of the downturn,” she says.
Tourism Australia also pivoted its strategy amid to the pandemic to focus on domestic travel, Dunfee says, while also using the downtime to revamp its website to better facilitate planning and dreaming about travel.
Speaking with PhocusWire news editor Jill Menze, Dunfee also explains how Tourism Australia collaborates with other industry stakeholders, the importance of sustainability and the role of tech in the modern DMO.
Watch the full interview below.
Executive Inteview: Tourism Australia on staying optimistic amid the travel shutdown