As the flood crisis continues and recovery efforts ramp up in Queensland and around the country, the Australian Government is working with State and Territory Governments, tourism organisations and industry to send a clear message to visitors at home and overseas that Australia’s tourism industry remains open for business.
Minister for Tourism, Martin Ferguson AM MP said that in addition to providing direct support for the relief effort through donations of time and money, people can also show their support for the tourism industry, one of the industries hardest hit during the floods, by holidaying in Australia.
"Clearly the floods have had a direct impact on tourism businesses and destinations, and the Australian and Queensland Governments are providing immediate financial assistance,” Minister Ferguson said.
"But what we need people to remember now, during the peak summer holiday season, is that many of our best tourism destinations remain open for business.
"There is an issue of perception that we are working hard to counter so that the economic challenges thrown up by this natural disaster are not exacerbated.
"My message to all Australians is simple: you can help keep your mates in jobs by choosing to holiday at home.
"Our country boasts some of the world's best holiday destinations, many of them in Queensland, and these locations will be showcased to Australia and to the world this week when "Oprah's Ultimate Australian Adventure" goes to air.
"The 179 Australian tourism businesses, individuals, State, Territory and Local Governments involved in the filming of these shows did an absolutely outstanding job during filming and I believe that their efforts will pay dividends for this vitally important industry.
"The airing of Oprah's shows this week to millions of viewers around the world will highlight Australia as a great place to visit and will be particularly important for the recovery of Queensland's $9.2 billion tourism industry following the devastation of the floods.
"We want people to watch the shows, be inspired and book a holiday.
"Businesses not directly affected by floods in areas such as Cairns, Port Douglas, Whitsundays, Townsville, Mackay, Sunshine Coast, Gold Coast and Fraser Coast are open and trading. Businesses in flood affected areas will be relying on the custom of visitors to help them get back on their feet.
"Tourism operators are resilient and resourceful. I cannot imagine any tourism industry, anywhere in the world, doing a better job than the Australian industry did in hosting Oprah Winfrey, her 302 ultimate audience members and the 200 crew who spent 8 days here last month. The industry deserves the benefits from the show now more than ever.
"Oprah and her audience members climbed the Harbour Bridge, flew over Uluru, had a barbecue on the beach, tasted Australian wine and spent time with penguins, kangaroos and koalas as well as many other experiences.
"Our hotels, tour operators, restaurants, wineries and other businesses demonstrated with their level of service and the warmth of their welcome that There's nothing like Australia.
"Not everyone will make it on-screen next week. Harpo Productions shot more than 700 hours of footage around the country and from this they have had to select four hours of the best. However, there is no doubt in my mind that the benefits will be felt everywhere.
"The positive effects of this type of exposure will be felt for years to come. Ten years from now visitors will still be saying they were inspired to come here after seeing Australia on the Oprah Winfrey show."
"Oprah's Ultimate Adventure" will screen from 18 to 21 January in the US and on 19, 20, 21 and 23 January in Australia.
Tourism Australia, State, Territory and commercial partners are targeting their marketing to help turn the publicity from "Oprah's Ultimate Australian Adventure" into travel bookings. The campaign will feature nearly 100 competitively priced vacation packages encouraging customers to book a holiday to Australia.
The Oprah Winfrey Show will be also promoting support for people affected by the floods at www.oprah.com.
Information on current conditions in Queensland can be found at www.queenslandholidays.com.au/travel-info and weather conditions in all States and Territories, including weather warnings at www.bom.gov.au
Information about Federal Government flood assistance is available by contacting 180 22 66.
A list of Oprah's Ultimate Australian Adventure hosts and suppliers is attached [
PDF, 42KB] | [
DOC, 51KB].