New Media Partners Sought By Tourism Australia To Boost International Tourism

Published on September 15, 2025

Tourism Australia has officially initiated a competitory tender process aimed astatine securing a caller media agency partner, aliases aggregate partners, to negociate its world media services for nan adjacent 5 years. The nationalist tourism trading assemblage has expressed that nan extremity is to find agencies tin of boosting world request for Australia arsenic a apical recreation destination crossed 16 cardinal root markets. The world media landscape, influenced by accelerated technological changes and shifting user behaviors, has prompted this displacement arsenic Tourism Australia seeks to navigate disruption successful nan ecosystem and proceed inspiring travelers to take Australia.

A Strategic Partnership for nan Future of Tourism Marketing

The Chief Marketing Officer of Tourism Australia, Susan Coghill, emphasized that nan tender process is designed to build a best-in-class business for media services, focusing connected nan scalability required to efficaciously marketplace Australia’s tourism offerings to world audiences. With important shifts successful nan world media landscape, nan agency business will beryllium pivotal successful driving Australia’s tourism entreaty and gathering nan changing needs of world travelers.

The media services partnership intends to harvester productivity pinch precision, leveraging exertion and information to target nan correct markets and demographics. As Tourism Australia seeks to animate travelers, nan media partners will play an basal domiciled successful showcasing Australia’s divers tourism offerings. Key world markets will beryllium astatine nan halfway of this trading push, pinch a peculiar attraction connected navigating nan media disruption occurring crossed these regions.

Adapting to Evolving Media and Consumer Behaviors

Susan Coghill highlighted nan value of selecting agencies that show activity successful captious areas specified arsenic data, technology, and creative media thinking. Agencies that tin guideline Tourism Australia done emerging platforms and quickly changing user behaviour will beryllium considered highly favorable. The evolving world media scenery intends that nan selected agency partners must person a heavy knowing of some accepted media channels and newer, much move integer platforms. A beardown grasp of these evolving trends will beryllium important for achieving semipermanent occurrence successful trading Australia to world audiences.

The tourism sector, particularly post-pandemic, has seen important shifts successful user habits. As group research much divers recreation options, nan expertise to enactment up of these trends and efficaciously power imaginable travelers’ choices will beryllium a cardinal attraction of nan partnership. The media agency partner will besides play a pivotal domiciled successful creating a consistent, high-standard media beingness crossed world markets, helping to support Tourism Australia’s world prominence.

The Tender Process: Two Phases of Evaluation

The tender process will unfold successful 2 chopped phases. The first phase, which will tally from September to December 2025, will attraction connected assessing nan capabilities of agencies. This shape will impact a thorough information of each agency’s expertise and expertise to meet Tourism Australia’s existent needs. The agencies will request to show their competence successful delivering broad media solutions that are tin of managing nan divers requirements of world tourism marketing.

The 2nd shape of nan tender process, group to return spot from January to April 2026, will measure nan strategic capabilities and operational structures of nan shortlisted agencies. This shape will attraction connected nan agencies’ semipermanent imagination and expertise to supply innovative solutions that align pinch Tourism Australia’s goals. The accent will beryllium connected uncovering partners who tin execute analyzable strategies that thrust nan ongoing occurrence of Australia’s tourism assemblage while gathering nan business’s early demands.

A Look Back astatine Past Media Partnerships

The determination to activity caller media agency partners comes aft astir a decade of collaboration pinch UM, a media agency that has handled Tourism Australia’s world media readying and buying since 2016. UM was reappointed successful 2021 for an further five-year contract, marking an important play of maturation and adjustment successful Australia’s tourism marketing. However, pinch nan changing dynamics of nan media ecosystem and nan emergence of caller technologies, nan statement has decided to research caller partnerships to amended service its evolving needs.

In nan past, M&C Saatchi and Digitas held nan world imaginative and integer remit for Tourism Australia. However, a caller restructuring of nan organization’s imaginative partnerships has resulted successful nan assignment of a caller sheet for imaginative and integer services. In 2024, Accenture Song, The Monkeys, and Droga5 were appointed to grip these aspects of Tourism Australia’s trading strategy. This displacement marks a important measurement towards ensuring that nan tourism body’s imaginative contented remains connected nan cutting separator of world trends.

Opportunities for Agencies: A Chance to Shape Australia’s Global Image

With nan motorboat of this media services tender, Tourism Australia is offering a unsocial opportunity for media agencies to lend to nan world image of Australia arsenic a top-tier recreation destination. The accent connected data-driven decision-making, imaginative innovation, and operational excellence intends that nan agencies selected will play a pivotal domiciled successful shaping nan early of Australian tourism marketing.

The competitory quality of nan tender process reflects nan value of nan business successful promoting Australia’s tourism assemblage connected a world scale. By selecting agencies pinch nan expertise to negociate complex, multi-market campaigns, Tourism Australia hopes to enactment up of nan curve and build a stronger, much resilient tourism manufacture that continues to pull visitors from astir nan world.

The Future of Tourism Marketing successful a Digital Age

The tourism trading manufacture is quickly evolving, and integer translator is playing an progressively important role. Tourism Australia’s determination to motorboat a competitory tender for its media services highlights nan increasing request for highly skilled agencies tin of managing media successful an ever-changing landscape. The caller partnerships will beryllium important successful helping to navigate nan complexities of world tourism trading successful a integer age, wherever data, technology, and imaginative reasoning are nan cardinal drivers of success.

Building a Best-in-Class Media Partnership

In conclusion, Tourism Australia’s efforts to prime caller media agency partners is simply a important measurement successful positioning nan state arsenic a leader successful nan world tourism market. The attraction connected data, technology, and innovative strategies ensures that nan agency partnerships will beryllium dynamic, effective, and aligned pinch nan demands of modern consumers. With this broad and forward-thinking approach, Tourism Australia intends to proceed driving world request and inspiring travelers to take Australia arsenic their adjacent destination.