Recovery, Renewal, Resilience

The tourism sector has been severely impacted by the measures to contain the spread of COVID-19. While measures to prevent the spread of COVID-19 are likely to continue (e.g. overseas travel restrictions) as restrictions ease, there may be opportunities to pivot and drive additional demand for domestic tourism. Consider:

• Create domestic tourism profiles (e.g. Tourism Research Australia) that describe who visitors are, what they want to do, and where potential opportunities lie for different destinations to target and attract new domestic visitors:
  • When creating profiles, partner with tourism agencies that have expert knowledge on the needs and priorities of different demographics
  • Make the information publicly available, so that local governments and tourism businesses can work together to plan recovery and domestic tourism marketing strategies
• Appoint a local Culture and Tourism liaison, partner with local tourist operators and businesses, and initiate targeted programmes to attract domestic tourists to local areas
• Seek funding and resources to support the re-generation or renewal of local tourism and culture businesses (e.g. heritage sites), e.g. based on knowledge gained from domestic tourism profiles, identify what businesses can do and provide guidance and financial support for them to pivot their offering to maximise their trading potential
• Partner with transport providers (e.g. train operators) and offer discounted fares to encourage domestic travel over the summer months (in line with national COVID-19 guidelines)
• Engage with large corporations and companies to explore the potential of conference style events that bring teams together, in response to the shift towards remote working
• Create promotions, packages and experiences to attract and grow holidays linked to conference-style events, or people who are looking to work remotely in a holiday location (e.g. mid-week offers)