BY: Jacqui Abbott, Travel Weekly
THERE’S NO DENYING IT – THE BLACK SUMMER OF BUSHFIRES AND A PANDEMIC MARKED BY SOCIAL DISTANCING, CRUISE-DRIVEN VIRUS CLUSTERS, AIRLINE COLLAPSES AND EXTENDED BORDER CLOSURES HAS CHALLENGED OUR NATION’S TOURISM AND TRAVEL INDUSTRY LIKE NEVER BEFORE.
But there’s cause for cautious optimism. An increase in community-mindedness, combined with extended international border closures, is seeing a renaissance in domestic tourism. The opportunity to reimagine the way we market the sector to Australian travellers out of all this is open-ended.
We have an opportunity to open the eyes of new audiences, in new ways and on new channels. The dream can be as powerful as the do – highly engaging virtual experiences and a rethink of segmentation and assets for storytelling could open doors to more clicks and more visitors as we head into this new era of possibility for travel.
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