Tourism Australia boss heads to Cairns to launch new $12m national image library

Tourism Australia managing director Phillipa Harrison is in Cairns today to meet with local tourism operators and launch a new $12 million image resource for tourism operators to use in marketing efforts as the industry looks for ways to recover from the COVID-19 pandemic.

The National Experience Content Initiative will provide new photos and footage for 1800 tourism experiences from 57 regions across the country.

The images will be provided to tourism operators for free to use on their social media platforms, brochures and websites.

“Visual imagery is one of the most important factors for inspiring consumers at the critical stages of researching, planning, or booking travel online,” Harrison said.

“The COVID crisis has dealt a heavy blow to our industry, with many tourism businesses that would normally invest heavily in marketing having had to significantly reduce their marketing budgets for the foreseeable future.”

Harrison said that the tourism industry will not fully recover until international borders open up again.

“With Australia likely to be slower than others to reopen to international visitors, it is vital our operators are armed with compelling and contemporary marketing assets to ensure they are in the best possible position to capture demand in what will be a hyper-competitive global market,” she said.

“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.”

Harrison will also meet with tourism operators from the Cairns region who are among the hardest hit from the ongoing international border closures.

The Cairns region has one of the highest number of residents on JobKeeper, which is winding up at the end of the month.