TTG Asia
Asia/Singapore Friday, 10th April 2026
Page 1017

Tour operators hit out at Sarawak’s stimulus

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Sarawak's tourism, arts and culture minister Datuk Haji Abdul Karim Rahman Hamzah announcing incentives for Sarawak's tourism businesses at the "Post Covid-19 Tourism Sectors Dialogue Session – Sarawak Reopens for Tourism" event

Sarawak tour specialists have criticised the state government’s fiscal incentives, deeming it insufficient to support the tourism sector’s recovery from Covid-19.

The two initiatives, which are the Visitors Incentive Package (VIP) and the Sarawak Tourism Online Ecosystem Fund, total RM2.25 million (US$530,000), according to media reports.

Sarawak’s tourism, arts and culture minister Abdul Karim Rahman Hamzah announcing incentives for Sarawak’s tourism businesses at the “Post Covid-19 Tourism Sectors Dialogue Session – Sarawak Reopens for Tourism” event

The incentives were announced by the state’s tourism, arts and culture minister Abdul Karim Rahman Hamzah at the “Post Covid-19 Tourism Sectors Dialogue Session – Sarawak Reopens for Tourism” held at the Borneo Convention Centre Kuching on Monday, which was attended by over 100 industry partners including Sarawak Tourism Federation, Association Sarawak Inbound Agents, and Sarawak Tourism Board (STB).

For the VIP package, travel agencies in Sarawak will receive support for tour packages sold that has a minimum of 4 pax and a maximum of 15 pax at any one time, excluding children under the age of two.

For 3D/2N packages sold, the agent will receive RM30 (US$7) for each of the first four tourists, and an additional RM20 for each subsequent tourist.

As for 4D/3N packages, the agent will get RM40 for each of the first four tourists, and an additional RM25 for each subsequent tourist.

Lastly, for 5D/4N packages, the agent will receive RM50 for each of the first four tourists, and an additional RM30 for each subsequent tourist. The incentives for all three packages are capped at 15 pax.

The second initiative, Sarawak Tourism Online Ecosystem Fund, is a catalytic programme to expand Sarawak tourism’s digital footprint and share of voice, in collaboration with industry partners.

For this incentive, STB will grant up to RM5,000 per tour operator for website development and maintenance, content production and digital advertising promoting Sarawak tourism. In addition, digital roadshows will also be conducted in Kuching, Sibu, Bintulu, Miri, Bakalalan and Bario.

“The Sarawak Tourism Online Ecosystem Fund seeks to align all industry players, with its key objective being the enhancement of digital economy within the tourism sector. It also aims to support and enhance the use of e-commerce to drive more traffic within the ecosystem,” said Datuk Karim.

The incentives, which are available on a first-come-first-served basis, will run from July 1, 2020 to December 31, 2020.

However, local tour operators said that the subsidies are insufficient to stimulate tourism demand and encourage interstate travel.

Kuching-based Cat City Holidays managing director, Mok Venia, shared that domestic travel demand is still very low, and that the subsidies under the VIP package are too meagre to excite a domestic tourists to travel to Sarawak, especially when airfares are still high.

Citing examples, she said the 3D package in Kuching sold by the company is RM400 per person, while a 3D/2N Mulu excursion package costs RM1,300 per person. As such, she doubted a RM30 subsidy is going to excite a traveller to purchase either package. Instead, she proposed a subsidy of 80 per cent of the tour cost, which she said would really help to stimulate the tourism sector in Sarawak.

Mok said the state government could refunnel the funds intended for familiarisation trips for overseas agents and media this year into such purposes instead, as such trips would be cancelled due to Covid-19.

Another inbound operator based in Sarawak, Ashweein Narayanan, director, Amogha Tours & Travel, also agreed that the government should give more financial support to make the tour packages compelling.

But he warned that it had to be kept to a short time period “otherwise it would be difficult to raise the prices back to normal”.

He also opined that financial support should be given to tour operators and agents before the tours commence, to help ease cash flow issues.

Trip101 sees jump in vacation rental bookings

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Digital travel platform Trip101 is joining the host of vacation rental sites who are reporting a surge in demand amid the pandemic.

May saw a record number of vacation rental bookings for Trip101, with a 300 per cent year-on-year growth. The initial growth could be due to people like key workers and those at risk looking to self-isolate, as well as those who wanted to escape urban hotspots of the virus, said Trip101.

Trip101’s latest data also shows that the US is leading in the recovery for vacation rentals. Data showed the impact of Covid-19 on the vacation rental market, with bookings bottoming out at the start of March 2020. Recovery began from mid-March, with April seeing a sharp growth in bookings, reaching pre-Covid levels by the end of the month. Moreover, between the start of the recovery and end-May, there was a 700 per cent increase in bookings per week.

Several online booking sites are reporting surge in demand for vacation rentals 

Other countries are also following a similar trajectory. Canada leads the recovery with 880 per cent more bookings by the end of May compared to the start of April, Australia with 550 per cent, and Japan with 150 per cent. These countries have not bounced back to pre-Covid levels of bookings, but the data indicates a promising recovery.

Trip101 also reports that booking lead time for vacation rentals around the world decreased substantially during the height of the pandemic. May 2020 saw the shortest booking time ever, with people booking an average of 29 days in advance – a stark difference from 2019’s average booking time of 50 days.

For vacation rentals in the US (see graph), findings show a 62 per cent decrease in booking time, from 72 days at the start of the year, to 27 days in May. Trip101 also found a further seven per cent decrease in booking time from April to May.

The trends coincide with the announcement that states are starting to reopen for business. While people still have the desire to travel, continuing travel restrictions and uncertainty means that they can only plan their trips a few weeks in advance, Trip101 said, adding that vacation rental owners can expect to see their summer calendars begin to fill up.

Malaysia-Indonesia travel bubble floated

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beautiful lake and cliffs in central java, wonosobo, indonesia. This place named Lubang Sewu photo was taken December 24 2019 at 15:37, including the most popular tourist area

Plans to establish a travel bubble between Malaysia and Indonesia is being mooted, but the countries’ tourism bodies say that would first necessitate a series of measures to be implemented by both sides.

A Malaysia-Indonesia travel bubble would aid bilateral tourism between both countries in the post-Covid-19 era as both sides are highly dependent on tourism traffic from each other.

Malaysia should implement travel bubble with Indonesia, says Malaysia’s tourism minister; tourists exploring Lobang Sewu in Central Java, Indonesia pictured  

Malaysia is Indonesia’s top inbound market for 2019, while Malaysia received 3.6 million tourist arrivals from Indonesia last year, putting Indonesia as the second largest inbound market after Singapore.

Speaking at a recent webinar presented by Travel Industry Network on the collaborative opportunities between Malaysia and Indonesia post-Covid-19, Malaysia’s tourism, arts and culture minister, Nancy Shukri, expressed hopes that Malaysia and Indonesia would start bilateral discussions to enact a travel bubble with each other.

She said: “Consideration is placed on the aspects of health, immigration, data tracking and continuous monitoring by respective agencies in both countries.”

At the same webinar, Nia Niscaya, deputy minister for marketing, Ministry of Tourism and Creative Economy, Indonesia, described Malaysia as a “low-lying fruit” ripe with opportunities for further growth when the country reopens its borders to international travellers.

For now, there is no indication on when Malaysia and Indonesia will reopen their borders to foreign tourists, and the focus for both countries right now is on strengthening domestic tourism, with safety and hygiene protocols in place.

Nia shared that it was important for Indonesia to show that it had contained the Covid-19 pandemic well, and had maintained health, hygiene and safety measures in order to restore confidence among travellers from Malaysia and other international communities.

Last week, Malaysia’s health director-general, Noor Hisham Abdullah, told a press conference that they were in very early stages of discussions on the implementation of a travel bubble with Singapore, Brunei, Australia, New Zealand, Japan and South Korea.

“We need to finalise the standard operating procedures and reach an agreement among the countries on several matters. The agreement has to be mutual and reciprocal,” the New Straits Times quoted him as saying. “This is to ensure that all countries that enter into the agreement follow the same protocol.”

Trip.com and partners take information, promotion-driven global initiative to facilitate travel recovery

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China-based OTA giant Trip.com has announced an industry-wide initiative that will support the drive for new safety and hygiene standards for aviation, hospitality, tourism and retail companies.

The Travel On Initiative, launched yesterday evening (June 22) at a ‘live’ virtual event, sees Trip.com collaborating with its many partners in the travel trade to implement new procedures, including the Safe Travels protocols developed with WTTC.

Okinawa Tourism Board, one of the destinations to have come onboard Trip.com’s Travel On Initiative

New industry standards to be set include pre-arrival risk assessment and boosted biometric checks for airports and airlines, a possible redesign of immigration procedures in consultation with governments and airports, optimisation of boarding and limiting cabin movement on planes, pre-allocated transport seating and partnerships with verified restaurants and venues on tours, as well as providing complimentary Wi-Fi to encourage retail outlets to adopt contactless and paperless payment solutions.

Accompanying this, the group also launched a series of enhancements to its services under its new International Travellers’ Guide, which provides users with features such as travel advisories and help, cancellation guarantees and a Green Map.

The Green Map is a ‘live’ model of countries, their border restrictions and their quarantine policies. For instance, “green” areas signal countries where users can travel freely without being quarantined, while “yellow” destinations would require traveller information that will be specified on the page.

Travellers can also subscribe to an alert service for up-to-date information or advisory changes during their journey.

Under its new product roll-out, Trip.com will also launch campaigns with airlines to provide discounts, flexible bookings, and safety information “on a granular level”, described Trip.com Group COO Schubert Lou; touchless booking features and marketing support provided to tour and attraction partners; as well as live broadcasts offering pre-sales, discounts and free cancellations.

Ten live-streams have been planned starting today.

A long engagement

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An endless honeymoon is not as wonderful as it seems, discovered a South African couple recently in the Maldives. The duo went viral after a New York Times report revealed that they were stranded at a luxury resort due to border closures.

Widespread travel restrictions have led several industry players across popular wedding and honeymoon destinations in Asia, including Japan and Bali, to report a sharp decline in business.

A wedding at Capella Singapore

Capella Singapore, known for its upscale weddings, saw nuptial bookings dwindle to zero over the last two months as the local government introduced a “circuit breaker”, which prohibited people from gathering with those outside of their immediate household.

“We (used to have) an average of two to three weddings every weekend, and (even) more during peak months,” said Dora Wong, the hotel’s creative style director.

Over in Japan, Tomoko Yagi, general manager, Aman Tokyo and regional director, Aman Japan, shared with TTG Asia that the hotel “used to welcome at least four to five couples a week on honeymoon”. Those numbers have since dropped off.

A property in Bali – a favourite destination among couples – has also been affected. Hemal Jain, general manager, Alila Villas Uluwatu, said that the resort hosted up to 250 weddings a year prior to the pandemic. Now, a small number of weddings have been cancelled, though many have been postponed to next year.

Moving the date forward appears to be the way to go for several clients of bespoke travel agency Lightfoot Travel. Co-founder and director Lucy Jackson shared that “a couple of honeymoon bookings for this summer” had been moved to summer 2021.

A couple at one of Alila Villas Uluwatu’s three-bedroom cliffside villa

Flexibility in demand
Wong recalled how two weddings at Capella Singapore across the weekend of March 28 and 29 were impacted, when a series of new social distancing measures kicked in on March 26. Wedding planners and hosts were advised to keep total participants and attendees to ten persons and under, and ensure minimal social interaction.

“We had to entirely reconfigure our ballroom setup and seating plans to ensure we were complying with the new measures,” Wong recalled.

As decor and florals had to be reconsidered, her team worked “round the clock to ensure the wedding day was “(one) to remember” even amid the restrictions, she added.

Due to the new restrictions, guests were offered the flexibility to postpone or cancel the celebrations, she shared.

Challenges and outlook
Having been monitoring the progression of the pandemic, many players seemed hopeful that couples would begin making reservations again in 4Q2020.

Of course, travel restrictions continue to present a challenge to businesses. Recovery at the Fivelements Bali, for instance, could be partly contingent upon European guests being allowed back into the province, noted John Nielsen, general manager.

Other industry players gave their predictions on when numbers would start to rebound. Nielsen believes it will gradually occur in or around October and November, and initially involve Indonesian couples hosting small, intimate celebrations; Yagi, more optimistic, reckoned it may happen by September.

Despite the uncertainty, Wong shared that her team has been receiving new enquiries for celebrations to be held next year and beyond.

Goh Wan Qi, wedding planner, Beautiful Gatherings, remains positive. While she acknowledged that couples are less likely to spend on travel or wedding planning services in the current downturn, she reckoned there might be a boom in both industries once the pandemic is over.

Think local and regional
Wong predicted an increase in staycation honeymoons after the pandemic, sharing that couples who want to “spend some time away together” but are not yet comfortable to travel overseas are likely to choose the option. Jackson agreed that couples would probably consider travel within their country or to nearby nations.

Jain added that couples could come out of the pandemic with a greater appreciation of their country’s “charm”, which could contribute towards making domestic travel a more compelling option.

Eco-conscious retreat Fivelements Bali

Think intimacy and personalisation
When asked about business outlook post-Covid-19, several industry players reckoned there would be a greater demand for private and intimate settings, including more unconventional options such as villas and a chef’s table celebration.

Meanwhile, mega weddings – traditionally popular in Asian countries – could fall out of favour, shared Nielsen.

For Jain, this is an opportunity for destinations and resorts in Asia to improve on their offerings and services. They would likely need to deliver personalised and authentic wedding experiences of a variety of sizes, he said.

He predicted that unique regional traditions, such as Fivelements Bali’s healing Agni Hotra fire ceremony, could prove prove increasingly sought-after for small celebrations.

Think health and sustainability
Besides a new focus on the local and the intimate, industry players expect the pandemic to bring home concerns over health and well-being.

According to Yagi, couples might opt for serene locations or look to places offering programmes with a focus on fitness and wellness.

Meanwhile, Jain predicted that the renewed focus on health would extend to concerns over the source of ingredients. He reckoned that sustainability-driven accommodation, such as Alila Villas Uluwatu, would have a competitive advantage, as such a business model would involve sourcing food responsibly.

Goh shared couples might also come out of the crisis with a greater appreciation of nature, borne out of the need to stay indoors. This could lead them to scout for nature-based travel options.

Slow travel could also be the new normal, posited Malik Fernando, owner, luxury Sri Lankan resort Resplendent Ceylon. Couples might choose to combine their wedding and honeymoon into one longer trip to more remote locations, Fernando added.

Amadeus builds recovery playbooks for hoteliers

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Amadeus has released an eBooks collection, designed to help hoteliers navigate the path to recovery post-pandemic.

The eBooks are created in partnership with a trio of global hospitality organisations, namely, Hospitality Sales and Marketing Association International (HSMAI), the Institute of Hospitality, and the Hospitality Professionals Association.

Amadeus’ new eBooks will aid hoteliers to chart a course to recovery, including how operational departments can address new cleanliness protocols

Some 76 per cent of HSMAI members are starting to prospect new types of account business and traveller segments they previously did not focus on, according to their research.

Additionally, a new global customer segment of travellers is emerging – Generation Clean, a new cross-generational segment of traveller who will prioritise health and hygiene when hotel shopping in this new era.

The eBooks contain key findings from a research conducted among members of the various organisations, looking at the short- and long-term strategies hoteliers need to develop over the four phases of recovery, which span local, domestic, continental, and a global reopening.

With travel restrictions in place for the remainder of the year, hoteliers will need to strategically plan to re-segment their expected guests and cater their approaches accordingly.

HSMAI president & CEO Robert Gilbert said: “Together, we are identifying new ways to handle a new world of hospitality through knowledge sharing, better understanding traveller intentions, observing best practices in parts of the world that are beginning to emerge from the crisis, and implementing new policies and procedures.”

Below is a list of topics covered by the four eBooks:

  1. Planning for Hospitality Recovery – Marketing
    • Advice for hoteliers preparing a marketing plan, including relevant data and leading indicators to look out for
    • Audience profiles and messaging to appeal to the changing trends and behaviours caused by Covid-19
    • Channels and steps to consider in order to retain existing guests and attract demand throughout the different stages of recovery
  2. Planning for Hospitality Recovery – Sales
    • Action steps to maintain sales team motivation and continuity
    • Tactical advice to reposition sales strategy and to prospect new group business
    • Key skills needed to navigate a world of digital selling
  3. Planning for Hospitality Recovery – Revenue Management
    • Building new segmentation strategy according to recovery phases
    • Create pricing strategy that is flexible, while guarding rates
    • Create new competitive sets based on the changes happening
  4. Planning for Hospitality Recovery – Operations
    • Tactical action steps and best practices to implement from arrival to departure
    • How operational departments can address physical distancing, sanitation and cleanliness procedures, and provisions of PPE
    • How to enhance the guest experience and achieve trust, while implementing new standards

Hoteliers push back at Thailand’s shift to target high-end tourists

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Tourists walking in Wat Arun, locally known as Wat Chaeng, is a landmark temple on the west (Thonburi) bank of the Chao Phraya river Bangkok, Thailand.

Thai hotel industry professionals are concerned that the government’s plan to shift its focus away from mass tourism and backpackers to high-spending travellers could mean that small businesses will be overlooked.

Officials last week announced a new luxury push to help make up for the current lack of inbound tourism, following media reports that Thailand’s travel bubbles proposal will not be ready for implementation by July and international flights may not resume before September.

Thailand plans to turn away from mass tourism and target high-spending travellers; tourists walking in Wat Arun temple in Bangkok, Thailand pictured

Anthony Lark, president, Phuket Hotels Association (PHA), stressed that small hotels have a key role to play in the country’s tourism recovery. He elaborated: “It’s great to drive business away from mass tourism in the long-term, yet higher rates should ideally be linked to all levels of the business, not just the luxury sector – the recovery has to also include hotels that are three- and four-star, not just five-star.”

Bill Barnett, founder, C9 Hotelworks, echoed similar thoughts, saying there are “too many three-star hotels in Thailand” for the luxury push to reap mass benefits for the hospitality industry.

Covid-19 offers opportunity for Thailand’s tourism sector to build a more resilient model: Barrett

Thailand should not forsake mass tourism for the luxury sect, according to David Barrett, marketing communications consultant at DBC Asia. While “tapping the luxury segment is nothing new for Thailand”, he said that “luxury” must be kept in perspective and high yield tourists should be targeted in tandem with wooing back mass tourism.

However, he warned that Thailand needs to refrain from chasing every tourism dollar. “Covid-19 presents Thailand with an opportunity to reset and build a better tourism model. However, we need to better manage the kingdom’s resources, protect the environment, and learn to say ‘no’ to new hotel developments in an oversaturated market and ‘no’ to tour operators who have disregard for the destination and environment,” Barrett said.

“Control has been woefully lacking in the past, causing the overtourism that Thailand was talking about pre-Covid-19 and environmental devastation from mass group tours.”

Last week, the Thai government approved a 22.4 billion baht (US$718 million) domestic tourism stimulus that promises to benefit hotels, F&B businesses, travel agencies and domestic airlines. Licensed hotels and accommodations are eligible to join the programme.

Phuket will be a prototype for using luxury island resorts to draw medical and business travellers – the first groups to be allowed into Thailand when the country reopens its borders to international arrivals.

To this end, Lark stated that PHA is working with the Tourism Authority of Thailand and the Thai Hotel Association Southern Chapter “to drive a thoughtful campaign to highlight the unique experiences of Phuket, directed at families and FIT travellers worldwide, who spend more than the mass market (visitors)”.

Malaysia mulls travel bubbles with neighbours

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Malacca, Malaysia

Malaysia’s tourism authorities are banking on regional travel bubbles to kickstart tourism recovery post-Covid-19, as international travel from medium and longhaul markets will take a longer time to recover.

Speaking at an online forum hosted by the Federation of ASEAN Travel Associations (FATA) on the way forward for tourism in the region, Noor Zari Hamat, secretary general of the Ministry of Tourism, Arts and Culture Malaysia, shared that Malaysia has started bilateral talks with neighbouring countries to set up travel bubbles once their international borders reopen.

Malaysia eyes regional travel bubbles to bring back tourists; Christ Church Melaka in Malacca City, Malaysia pictured

Noor said: “If the concept is successful, it can be replicated with similar arrangements with all ASEAN member states and other countries that are free from Covid-19.”

Malaysia is dependent on intra-ASEAN travel which made up 69 per cent of foreign arrivals to Malaysia last year. Intra-ASEAN travel is also important to the survival and sustainability of the region’s tourism industry. South-east Asia’s population of 622 million contributed more than 40 per cent to the total international tourists arrivals in the region last year.

Noor called on South-east Asian NTOs to strengthen partnership with the private sectors to stimulate tourism demand via strategic marketing and promotional efforts on digital platforms, while the relevant bodies work on developing the safety and health protocols for the post-pandemic period.

Fellow speaker, Benito Bengzon Jr, undersecretary for tourism development, Philippines Department of Tourism, shared that the agency is supportive of a unified move for the region-wide resumption of flights.

He noted that while the timeline for each country’s reopening of commercial travel will differ, the Philippines is already prepping for the rebound. “New normal protocols for airports, airlines, road transport companies and other service providers are already in place,” he said.

He also pointed out that at a special meeting of ASEAN tourism ministers on April 29, there was agreement to work together to stimulate tourism and build a resilient, sustainable and inclusive tourism model in the region.

Both Wachira Wichaiwatana, vice president of Thailand Travel Agents Association, and Nunung Rusmiati, president of the Association of the Indonesian Tours and Travel Agencies (ASITA), shared the view that intra-ASEAN travel will recover before international travel from medium and longhaul destinations.

Nunung added that short-haul destinations, private tours and open-air activities away from crowds are preferred by Indonesian travellers, based on a survey ASITA had conducted.

Ritchie Tuano, secretary-general at FATA, shared that post-Covid-19 will see more FIT movements or small groups of friends and families travelling together, as opposed to a bus load of travellers.

But for now, domestic travel reigns supreme as borders remain closed in most South-east Asian countries. Thus, he urged industry players and NTOs to work together to rebuild travel confidence for people to travel domestically first, ahead of the reopening of the region’s borders.

FATA president, Tan Kok Liang, who is also president of the Malaysian Association of Tour and Travel Agents, said: “Strict physical distancing measures, temperature checks and disinfection and sanitation procedures are among the protocols that are obligatory and will rebuild travellers’ confidence. (Our members) are also limiting risks through the extensive use of QR codes and contactless travel approaches where possible.”

South Korea plans makeover for 23 tourist spots

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South Korea’s Ministry of Culture, Sports and Tourism has launched the 2020 Open Tourism Project, involving the revamp of 23 tourist attractions across the country to help boost domestic tourism post-Covid.

The makeovers are intended to allow greater freedom of movement at these tourist sites, and primarily aims to benefit the disabled and elderly, as well as families with babies.

Several tourist spots across South Korea, including Jeju Island, is primed for a facelift; Yakcheonsa Temple on Jeju Island, South Korea pictured

“We will increase the amount of support funds and focus on developing good tourism content,” culture minister Park Yang-woo said, adding that the tourism ministry is striving to not only enhance the physical environment, but also the overall management, of the sites.

A grant of US$206,000 – an increase from the initial US$130,000 – will support each site’s revamp, which includes the renovation of public toilet facilities.

South Korea’s tourism ministry to improve physical environment and management of tourist sites: Park

The domestic sites to be revamped includes those in Gyeonggido Province, Jeju Island, Gangwondo Province and Gyeongsangnam-do Province. In addition, tourism businesses in those regions will receive customised consulting sessions, training courses for workers, as well as assistance for online and offline marketing efforts.

For one, the Yeonmudae, Janganmun and Hwaseong Haenggung located in Suwon, Gyeonggido Province are included in the project. The city decided to invest more than US$1.5 million into revamping these sites after consulting the tourism ministry. The sum includes US$620,800 in state funds (US$206,000 per site) and US$931,000 in municipal funds.

The city said it will improve access to wheelchairs, secure barrier-free movements around the area, and install tourist information boards that respond to both touch and voice for the disabled. Access to restrooms, rest facilities, parking lots and lodging facilities will also be improved.

Gold Coast courts locals to Come Back and Play

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Queenslanders are being urged to holiday on the Gold Coast as the first burst of campaign activity launches to support struggling operators looking to capitalise on a tourism-led recovery.

Destination Gold Coast CEO Annaliese Battista said in a statement that the recently-launched Come Back and Play campaign is the first step in revitalising Gold Coast’s tourism sector, with the push set to be extended interstate once border restrictions are lifted.

Gold Coast rolls out campaign enticing Aussies to visit the city, as lockdown measures ease 

“Now that intrastate travel restrictions have eased, we’ve wasted no time in rolling out our Come Back and Play campaign to tempt holidaymakers to explore their own backyard, as Aussies emerge from lockdown,” she said.

“Gold Coast operators are desperate to clawback the economic losses they sustained as a result of the Covid-crisis and we know pent-up demand for travel will continue to grow as social and travel restrictions are further relaxed.”

The A$1.5 million (US$1 million) campaign is part of a four-phased plan to trigger a tourism-led economic recovery by encouraging Aussies to holiday in Gold Coast, said Battista.

“We are focused on reanimating Gold Coast’s economy to support the one in seven Gold Coasters employed in the tourism sector, alongside our operators, who have felt the brunt of devastation over the past five months,” she added.

The 14-week campaign adapts core experiences and creative components from Destination Gold Coast’s previous domestic marketing campaigns. Compelling vision of the Gold Coast will play out across a number of media platforms to entice audiences to visit the city.

Battista said the campaign will leverage appetite for drive holidays and primarily target high-spending travellers from Brisbane and regional Queensland.

“Our chief priority is to jumpstart the domestic market by stimulating demand, visitation and expenditure for the city,” she said.

“In the immediate term, this will be to attract intrastate visitors eager to explore attractions and experiences and engage in activities they’ve missed out on, like dining in at a restaurant or café.”

Twelve experiences, events and products from across the Gold Coast that feature in the campaign include Rainbow Bay, Coolangatta; Sea World, Main Beach; Warner Bros. Movie World, Oxenford; Miami Marketta, Miami; SWELL Sculpture Festival, Currumbin; Jumpinpin, South Stradbroke Island; Curtis Falls, Tamborine Mountain; Gwinganna Lifestyle Retreat, Tallebudgera Valley; Gold Coast Broadwater; Dreamworld, Coomera; Tallebudgera Creek; and Sea World Cruises, Main Beach.