Entitled ‘There’s More at Stake Than Fuel’, the initiative is from Australia Regional Tourism (ART).
The campaign recognises national fuel conservation efforts, while highlighting the importance of maintaining confidence in appropriate domestic regional travel.
ART is encouraging Australians to consider planning their next holiday in regional Australia, a simple decision that can make a real difference for communities across the country.
Tourism Research Australia data shows regional Australia accounts for around $74.6 billion in visitor spend annually, supporting around 6.7% of regional jobs and more than 100,000 tourism-related businesses.
Lauren Douglass, ART CEO, said the campaign is about ensuring the broader impacts are understood.
“We recognise the importance of fuel conservation and the national effort underway,” Lauren said.
“At the same time, there is more at stake than fuel. In times of crisis, regional communities are often the first to feel it and the hardest hit.
“This is about jobs, small businesses and the sustainability of regional towns. Maintaining confidence in appropriate domestic travel is critical.
“A single regional trip might not feel like much, but across the country it supports local jobs, keeps businesses open and helps communities remain viable.”
Regional tourism continues to navigate the compounding impacts of recent bushfires, floods and cyclones, with confidence in domestic regional travel now softening at a critical time for the industry.
ART is calling on regional tourism organisations, local governments, operators and communities across Australia to join the campaign and help amplify the message, including by sharing their own stories and short videos highlighting what is at stake in their region.
Tourism partners can support the campaign by downloading and implementing the campaign TOOLKIT and asking their consumers to take the pledge.
Australians looking to plan a regional holiday can visit regionaltourism.com.au/moreatstake to pledge their commitment.
