• DMCs – desination management companies – are turning their focus to domestic tourists
• Domestic audiences are, of course, very different to inbound tourists
• It’s a fascinating time to see what innovations the DMCs will create
• In Australia, NSW Tourism is pitching ‘playcation’ to locals

With international travel mostly grounded for the foreseeable future, smart tourism firms are reworking their offer, and saving their skins, by switching their marketing, products, and positioning to appeal to locals.

Example itineraries:

Luxury: Take a cruise on ‘Tango’, the largest private charter vessel on Sydney Harbour, indulge in a seven-course feast at Aria, book a Sydney Seaplane to Newport for lunch and stay in five-star luxury at Park Hyatt Sydney.

Family: Take a Twilight climb with BridgeClimb Sydney, cruise Sydney with Bonza Bike Tours, explore Taronga Zoo Sydney and SEA LIFE Sydney Aquarium and book in the Family Fun Package at the Four Seasons Sydney sleeping in a teepee.