As we close out 2022, a year with lots of highs and lows for our industry, we thought we would recap with a snapshot of a few of our key milestones.

At the beginning of the year when borders were closed, we continued to keep the dream of an Australian holiday alive across our 15 key markets via a wide range of social and PR activities, all aimed at keeping international travellers primed and ready to go for when they could travel and book a holiday here again. Things really stepped up a gear though as borders opened, and we welcomed the world back with our
Don’t Go Small Go Australia campaign, culminating in the recent launch of our global campaign Come and Say G’day.

In 2022 we ran 11 campaigns domestically and internationally across consumer and business events. Supporting the campaigns via our PR teams around the world, over 32,000 articles promoting Australia to prospective travellers were produced, with an earned media value of around $277 million. We had over 2,000 posts on our social channels reaching 467 million people around the world, and almost 20 million people visited Australia.com, consuming over 580,000 hours of content which led to 1.88 million leads direct to industry. Over 48,000 travel agents were trained through our Aussie Specialist Program, a 50 percent increase when compared to 2019, and with borders reopened over 150 partnerships were delivered.

From an events perspective, this year we delivered and supported 31 key events around the world, which created almost 65,000 business appointments for industry, and our industry team based in Australia had over 1,400 meetings in 74 destinations around the country. We also completed the National Experiences Content Initiative (NECI), which produced over 200,000 pieces of content across over 1,400 operators.

We can’t wait to do it all again in 2023, as we continue to drive international demand back to Australia. Essentials will return on 25 January 2023.

We wish you a safe, happy, and busy holiday season.

The team at Tourism Australia