Constantly working towards increasing knowledge and skill-set for travel partners to create brand recall
Australia is among the few countries that have managed to control the pandemic; effectively flattening the curve, thus allowing for gradual reopening of state borders. Nishant Kashikar, Country Manager- India & Gulf, Tourism Australia, feels that the subsequent revival of domestic tourism in Australia will demonstrate to the international travellers, their ability to recuperate and recover and since Indians can’t travel right now, they can certainly dream and plan for future holidays to destinations in Australia.
The travel and tourism industry, as a collective, has seen a halt in activity for the majority of the year with domestic tourism and staycations only recently regaining popularity. The pandemic has ushered in unfathomable changes and in doing so, revaluated what we all once considered ‘normal’. In line with this, maintaining destination relevancy and interest has remained a pertinent goal, for Tourism Australia, especially during periods of limited travel.
Due to the restrictions on international travel, customers are increasingly looking to satiate their travel needs from the comfort of their abodes. “This had led to considerable growth of virtual tourism, with demand on an all-time high. In line with this, we have introduced several live tours, virtual trips and 8D format content that will help our audiences visit Australia, from the confines of their home. At a time where businesses across the hospitality sector are on their path to recovery, these initiatives will help us create a high recall and resonance for local tourism operators such that when potential tourists are planning their visit to Australia they are well versed with each of their experiences and offerings,” explains Nishant.
As part of the wide scope of their initiatives that have been introduced and ramped up in lieu of the COVID-19 pandemic, Tourism Australia continues to support its commercial, distribution and airline partners by keeping requisite information updated and making sure they remain cognizant of the NTO’s recovery strategies and plans. In lieu of the upheaval caused by the pandemic, the needs and well-being of the travel industry and related operators remain important to the organisation’s functioning.
Across its key markets, including India, Tourism Australia has made poignant efforts to maintain continuous engagement with direct consumer-facing sales representatives by educating and equipping them with the skills and knowledge required to market Australia as a mustvisit destination through their Aussie Specialist Program. “We have further emphasised our communication strategy through regular webinars that will keep various industry stakeholders abreast on travel restrictions, travel trade relevant information, policy measures in place, government directives and information pertinent to public health measures. Travellers are also among our key stakeholders and ensuring the wellbeing of our visitors by implementing safety and health protocols is a key component to reviving tourism,” mentions Nishant.
According to Nishant, among the upcoming travel trends that are expected to largely govern the future of travel, slow tourism will allow for travellers to partake in experiences over the course of several weeks and will enable them to explore a destination in-depth, while adhering to safety and hygiene protocols. Therefore, at Tourism Australia their 360-degree virtual tours and live events have been curated bearing these trends in mind.
In the interim, they have also introduced a plethora of virtual opportunities for avid travellers to experience the very best of Australia while in the comfort of their homes and until leisure travel resumes. These initiatives include 8D Audio soundscapes that utilise colour psychology to create immersive audio and visual experience in addition to the 360-degree virtual tours and the roster of virtual experiences launched as part of their ‘Live From Aus’ program earlier this year.
The underlying goal for them as marketers in this industry has always been to establish high brand resonance and positive recall with their audience that will eventually translate into visitation to the destination. While customers are confined to their homes now it is essential to build high recall for the product, service, or destination. Through this phase of restricted travel, they have engaged their customers on a continued basis through digitised content formats that remind them that all of Australia awaits them on the other side of this pandemic.