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$2m down payment on new domestic tourism campaign

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Media Release


The Federal Government has put its money where its mouth is, making a S2 million down payment on a major campaign to re-ignite Australia’s domestic tourism sector.

The payment is the first instalment of an $8 million Federal commitment announced in this year’s Budget for the joint government-industry initiative.

The funding is to be matched by the States and Territories and the tourism industry.

Federal Minister for Sport and Tourism, Jackie Kelly, said that while the big numbers ^

associated \vith_international tourist arrivals tended to grab the media headlines t e rea it>^was that domestic tourism - Australians travelling within Australia - remained the ac ' one or our tourism industry.

“The domestic sector represents about 75 per cent of Australian tourism and is current.y worth $43 billion a year to our economy,” the Minister said.

“While it is important that we continue to promote ourselves as a great destination for international travellers, it is equally critical that we foster the continued growt o a ea t y domestic tourism sector.

“This is particularly so for regional and rural Australia, as domestic tourists are far more likely to venture beyond the borders of the big cities than their overseas counterparts.

“This smart, well-targeted campaign, which will be based on solid research into what motivates Australian consumers in their travel choices, will encourage Australians to ge. out an enjoy the huge variety o f tourist experiences available in this country

Minister Kelly also welcomed the news that Sir Peter Derham would chair the Board of Partnership Australia, a company established to manage the domestic tourism initiative. e Board will be made up of representatives from each State and Territory, the ommonwea t , and industry.

"Sir Peter is no stranger to tourism, having been a former chairman of the Australian Tourist Commission," she said

“Fie also brings enormous corporate knowledge to the task, listing the Chairmanship of X os Industries Ltd and former Chairmanship of Rothschild Australia among his many business achievements.”

Minister for Sport and Tourism

Friday, 9 July 1999 99 205

Parliamenc House. Canberra ACT 26C0 Tel: (02) 6277 7080 Fax. (02) 6273 457 I

Minister Kelly said there was enormous good will and enthusiasm among all the players involved in the venture, and she was sure the campaign would prove to be an enormous success. ^

Media inquiries: Tony Petkovic CMRS20 Minister Kelly’s Office

(02) 6277 7080/0419 996 866

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9 July I °°4