Marketing support for bushfire affected tourism businesses

The free resources aim to help operators attract guests back to their destination.

Australian tourism businesses impacted by the bushfire crisis can turn to a new online marketing resource to help attract visitors back to their destinations.

Tourism industry marketing specialist Tourism Tribe has put together free resources for operators who are now or will soon be trying to attract guests to return to their business and destination.

The marketing resources include online communication snippets, support and an online workshop.

The current bushfire crisis has impacted the livelihoods of many Australians, including those whose income source is derived from the visitor economy.

Even once the fire season has ended, the impacts on regional tourism can prevail for 18 months and longer, according to Liz Ward, CEO at Tourism Tribe.

“Time is of the essence,” she said.

“Specific and targeted communications and marketing, whilst finding the right open and honest style, are critical to restore consumer confidence as quickly as possible to reduce the downturn time.

“There are proven actions that a tourism business can take to minimise the impact to their bottom line and build a healthy pipeline of bookings into the future.”

Mt Barney Lodge in South East Queensland narrowly escaped total destruction from bushfires before Christmas, and is now looking to attract people back to the destination.

“We have struggled through our post-bushfire experience as best we can, but it is tricky encouraging guests to come back,” said owner operator Tracey Larkin.

“We will make use of the recovery marketing tips especially for our upcoming Australia Day #buyfromthebush recovery event.”

The resources are provided at no cost and include a detailed online article covering practical communications advice and resources available for tourism operators. The article contains information for tourism businesses that are still operating as well as for businesses that have temporarily closed their doors.

It also includes full access to Tourism Tribe’s online training resources for a period of three months and a free workshop on post-disaster marketing.

Businesses can access the resources here.

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