Australia has deemed its first global tourism marketing campaign in 6 years a success, with latest visitor numbers indicating a near full recovery to pre-Covid levels.
Tourism Australia launched the ‘Come and Say G’day’ marketing campaign last October; its first global campaign since 2016.
According to the body, July figures show visitor numbers to the country have returned to 80% of pre-pandemic levels; whilst before the campaign – which has run for 1 full year, now – visitor numbers were at 50% of pre-Covid levels.
“This ongoing recovery is great news for our industry, and we are confident that our campaign will continue to drive more demand back to Australia, as we look to stand out in a very competitive global market. We know the campaign has already driven up global consideration for an Australian holiday, and our share of flight search is already up by 10% globally, compared to 2019,” Tourism Australia managing director Phillipa Harrison told Travel Weekly.
“These numbers demonstrate that Come and Say G’day is working, and will play an important role, as we look to not only recover to 2019 levels, but to return to the sustainable growth our industry experienced in the decade before the pandemic.”
