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Factors Driving the Revival of AU Travel Space, While Travel Board Onboards New Members

November 9, 2020 Business News No Comments


  • Australian tourism sector is glimmering with revival hopes after struggling for months with COVID-19 challenges.
  • The number of participants in the ‘Aussie Specialist Program’ increased by 135% in 2020 compared to 2019.
  • Changes to the Tourism Australia Board were undertaken in a bid to ensure quick recovery of the sector via broad expertise and experience of new and existing boards members.
  • Australian Budget 2020 has dedicated $250 million for boosting the domestic travel and tourism sector.
  • Morrison’s Government is looking forward to the opening of inter-state travel by Christmas in its three-phased opening approach.

Travel and tourism sector for years has remained a cornerstone of success for the Australian economy, with globetrotters living out their travel dreams in the Grand Southern Land. While 2020 has proven to be a challenging journey for the travel sector, it appears ready to come out of the woods now.

The appeal of the country’s travel destinations has withheld its ground among international tourists despite several setbacks of the pandemic. Significantly, the number of agents worldwide undertaking the ‘Aussie Specialist Program’ provided free by the Australian Government increased by more than 135% in 2020 compared to the previous year.

The bright spots are already present, and the wake-up call from the Government appears promising for reviving the dimmed glory of the Australian travel sector. The changes were announced in the Tourism Australia Board by the Federal Government, in a bid to steer the industry on the comeback trail strategically.

Let us look at the silver linings that are injecting a fresh dose of optimism to the travel and tourism players of the country.

A Novel Direction to Tourism Board Leadership

The nine-member Tourism Australia Board saw some significant transformation as the focus to get the Australians travelling to domestic spots picked up the momentum. Meanwhile, the new Board would also work to recoup its international tourism amidst the fierce competition when the international borders open.

CEO of Harvey Norman, Katie Page and the co-founder of The Landsmith Collection, Alexandra Burt has been appointed for three-year terms. Board member, Jeffrey Ellison assumed the role of Deputy Chair.

Meanwhile, Bradley Woods would continue another term as the Board member, and Bob East has also been reappointed as the Chair of the Tourism Australia.

Commenting on the recent appointments, Tourism Minister Simon Birmingham stated that while the new members would offer a wealth of expertise, the reappointments would bring stability and continuity to the Board.

Wanderlust of the Domestic Travellers

Aussies are considered as ‘traveloholic’, touring places to gratify the inner urges for adventure and happiness. While the pandemic put a temporary brake on their travel plans, normalcy picking up pace has reignited their travel plans.

With the festive season nearing, Morrison Government is looking forward to the opening of regional inter-state travel by Christmas. It is expected to provide cash inflow to the tourism players as Australians step out of their home states.

Budget Fostering Recovery of Travel Sector

Australian Budget 2020 has dedicated $250 million for boosting the domestic travel and tourism sector, with a particular focus on supporting the infrastructure of regional destinations. While international tourism for the next few months is expected to remain low, the federal efforts have concentrated on prompting Aussies to explore their backyards.

Funds worth $100 million are targeted for developing the infrastructure and another 50 million would be invested in promoting domestic travel.

AU-NZ Travel Bubble

Australia and New Zealand have commenced their one-sided travel bubble in which the Kiwis can enter New South Wales and Northern Territory of Australia. It is a positive sign, injecting international dollars for the Australian tourism players.

At the same time, Prime Minister Scott Morrison is pushing the expansion of the AU-NZ travel bubble, with quarantine-free and full-fledged travel on the cards by the Christmas.

Travel and Tourism has been on the agenda of the Australian Government pushing boundaries to support the local players, generating travel euphoria through the latest campaigns, and continuing the international discussions to ensure safe travel. Taking cues from the Government endeavours, tourism agencies and independent travel players has also dived in, enhancing their efforts to support the recovery of the COVID-19 battered industry. 


Source: Kalkine Media

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