Campus Review Vol 30. Issue 05 | May 2020 | Seite 17

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While government and regional tourism boards have rightfully
sent a message to ‘stay at home’ while Stage 3 restrictions are
in place, the tourism industry continues to communicate with
its members, past visitors and future potential markets about its
destinations and attractions.
Melbourne’s iconic Federation Square, for example, is curating
‘virtual square’ experiences with online learning and a kids-at-home
program hosted by the National Gallery of Victoria that is housed
on the square. Although this won’t generate revenue, virtual
content creates another avenue for a continued relationship with
the public, locally and internationally.
While the actual products are still in evolution, events and sports
organisations and destinations are in the process of developing
value packs, competitions and promotions for members and
visitors – with the aim of keeping visitor experiences in the
minds of the public as they contemplate life after social isolation
measures are lifted.
The recovery phase is at present unclear. As government
announcements are suggesting, social isolation measures will be
lifted gradually, and Australia’s chief medical officer forecasts that
there will be a cautious and phased return to full mobility.
Similarly, we can expect tourism messaging to encourage
renewed visitation to start local, with gradual encouragement to
the public to go regional and interstate. This gradual reawakening
FACULTY FOCUS
of the industry also implies that tourism businesses will re-emerge
with fewer staff, at least initially, as business activity takes time
to reactivate.
While the industry is still in shock, there is much appreciation
for the many silver linings that have surfaced during the COVID-19
crisis. Like our own governments, the industry is forming
collaborations and initiatives that were unimaginable only a month
ago. There is a renewed appreciation from across the community
for the importance of tourism and the wider visitor economy as a
generator of jobs, prosperity and the experiences that make our
lives joyful.
Likewise, the industry is collectively and individually giving
back to their own communities through innovation and a resolve
to emerge from this crisis stronger and different as we find our
‘new normal’. ■
Dr Joanne Pyke is director of the School for the Visitor Economy
at Victoria University.
Professor Terry DeLacy is professor of sustainable tourism at
Victoria University.
Felicia Mariani is chief executive at the Victoria Tourism Industry
Council.
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