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Federal Government contributes $50,000 to investigate viability of domestic tourism campaign.

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The Hon. Andrew Thomson, MP

Minister for Sport and Tourism

Minister Assisting the Prime Minister for the Sydney 2000 Games





30 June 1998


The F ederal Government is providing $50,000 to kick-start a joint industry and Government initiative to stimulate domestic tourism.


Announcing details today, Federal Tourism Minister Andrew Thomson said the funding would go towards a feasibility study into the best way to address the issues currently facing the largest sector of Australia’s tourism industry.


The feasibility study is being managed by Tourism Council Australia (TCA) with former Tourism Victoria head, Bob Annells, at the helm.


Mr Thomson said that while international tourism generally grabs the media headlines, the importance of the domestic sector to the overall health of the industry should not be underestimated.


“It currently accounts for almost 75 per cent of all visitor nights and visitor expenditure,” Mr Thomson said.


“It is also a sector that is particularly important for regional and rural economies as domestic tourists travel far broader afield than international visitors.”


Mr Thomson stressed that the principal job of the Federal Government was to encourage more tourists to come here mainly through the efforts of its international marketing arm the Australian Tourist Commission (ATC).


“But given the sluggish nature of domestic tourism, there could be a case for the Commonwealth to take some leadership he said.


“I have been talking with industry representatives, and my State and Territory counterparts, about the need for specific measures to address the issues facing the sector.


“I am pleased to be able to support this first stage of an integrated domestic tourism initiative.”


Mr Thomson said the funding would come from the Federal Government’s $8 million Federal Budget initiative to stimulate tourism development in rural and regional Australia.


"It further demonstrates the Federal Government’s commitment to a strong and sustainable Australian tourism industry.” he said.


This commitment includes record funding of $359 million over four years for the Australia Tourist Commission and the recent release of a National Tourism Action Plan to reduce impediments to industry growth and build our international competitiveness.


Mr Annells said the feasibility study would investigate whether a properly-run totally integrated domestic campaign could have tangible benefits for the industry.


“It’s not just a case of signing a celebrity to do a series of ads saying: ‘You should have a holiday at home’.” Mr Annells said.


“All participants have agreed that it must extend well beyond glib advertising slogans and incorporate elements that address all barriers to domestic travel, including market and research failures."



Craig Regan (02) 6277 7080 or (0419) 987 765

Bob Annells (0418) 371 367


Contact: Craig Regan - Minister Thomson’s Office - 02 6277 7080; 0419 987 765

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