Tourism Australia announces new $12 million worth National Experience Content Initiative

Tourism Australia announces new $12 million worth National Experience Content Initiative

Sydney, Australia, 2021-Mar-19 — /Travel PR News/ — Tourism Australia has today (17 March 2021) announced a new $12 million content creation initiative aimed at supporting tourism businesses across Australia in their recovery and driving increased visitation by helping them to better market their experiences and attractions.

The National Experience Content Initiative will provide a suite of new visual imagery for up to 1,800 tourism experiences from around 57 regions across Australia to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers.

Tourism Australia Managing Director Phillipa Harrison said this was the largest and most significant content initiative that Tourism Australia had ever embarked on.

“Visual imagery is one of the most important factors for inspiring consumers at the critical stages of researching, planning, or booking travel online,” Ms Harrison said.

“The COVID crisis has dealt a heavy blow to our industry, with many tourism businesses that would normally invest heavily in marketing having had to significantly reduce their marketing budgets for the foreseeable future.

“While domestic travel has helped keep many businesses afloat throughout the crisis, our industry will not fully recover until international travellers return. With Australia likely to be slower than others to reopen to international visitors, it is vital that our operators are armed with compelling and contemporary marketing assets to ensure they are in the best possible position to capture demand in what will be a hyper-competitive global market.

“That is why we have set out to capture high quality imagery and footage that showcases the best tourism experiences on offer from every corner of Australia, and to really bring these to life for consumer and trade audiences.”

The National Experience Content Initiative is scheduled to run until June 2022 and is being delivered in close consultation with State and Territory, and Regional Tourism organisations.

Between 10 and 50 products and experiences will be featured from each of the approximately 57 regions to be included in the program, based on comprehensive eligibility criteria.

The program will seek to engage locally-based professional photographers and content creators from each of the regions, with each featured tourism operator to receive at least 100 to 200 images as well as video footage to use across their social media channels, websites and brochures and to share with the world. Content developed will also be published on the Tourism Australia image and video gallery which is accessible by the general public, media and trade free of charge.

More information on the National Experience Content Initiative can be found at: https://www.


Erin Forster
Tourism Australia
Tel: 0426 878 181

Kim Moore
Tourism Austrália
Tel: 0419 978 561

Source: Tourism Australia