National Experience Content Initiative

Tourism Tribe partners with Tourism Australia to help 1,400 businesses

The $12 million National Experience Content Initiative invited 1,400 tourism operators from 57 regions to join Tourism Tribe's tailored educational program.
First published on September 1, 2022
Last updated on May 23, 2023

Australia, August 2022: Tourism Tribe is partnering with Tourism Australia to create a tailored educational program for businesses through the National Experience Content Initiative. 

Through personalised coaching and dedicated online courses, tourism operators can enhance their knowledge and apply new techniques to amplify their content assets across marketing, social and digital channels.

The National Experience Content Initiative is a $12 million content creation program, being delivered in collaboration with State and territory tourism and regional tourism organisations. The program is aimed at supporting Australian tourism businesses in their recovery and driving increased visitation by helping tourism businesses to better market their experiences and services.

The National Experience Content Initiative will provide new imagery and footage for over 1,400 tourism experiences from 57 regions across Australia. This content will help to ensure that tourism operators’ marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers.

Content developed will be published on the Tourism Australia image and video gallery which is accessible by the industry, media, and travel trade free of charge.

Tourism Tribe adds a new educational element to the initiative, providing participating tourism operators not just with the content itself, but a clear understanding of how to use it and maximise the benefits of the new content assets for their consumer and trade marketing.

The course will cover training on short topics including uploading video to operators’ websites and other marketing platforms, maximising the use of images across online and social channels, optimising Australian Tourism Data Warehouse listings, image editing and social media marketing.

Liz Ward, CEO Tourism Tribe, said: “From Instagram Reels to YouTube, there is a wide range of applications for video content in today’s social media landscape. Tourism Tribe’s bespoke course will help Australia’s tourism businesses take their new quality content assets to the next level.

“Visual imagery is one of the most important factors when holidaymakers are researching, planning or booking travel and Australia has some of the most beautiful landscapes and experiences on the planet. As the travel marketplace emerges from Covid restrictions it’s critical that tourism operators are making the most of everything they have to offer in their online marketing to attract their ideal guest.”

Participating tourism operator, Janina Speck of 1770 Liquid Adventures on the Southern Great Barrier Reef, said: “The training and support being offered by Tourism Tribe is so needed.  It’s fabulous to have been gifted this beautiful new content to use in our marketing, but a lot of tourism operators struggle with the necessary skills to bring it to life.

I hate the thought of all of those great images and videos sitting in a filing drawer, so getting Tourism Tribe to help with upskilling, and supporting the operators to upload their video and make use of the images on their socials and other channels is a great initiative.  I’ve had the opportunity for a sneak peek at the online courses and they are short and easy to understand, which is great for busy tourism operators.”

National Experience Content Initiative-supported tourism operators are being personally invited to the Tourism Tribe program via email after they receive their new video and image assets.

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