Tourism Australia is stepping up its marketing efforts in 2026 with the launch of a new PR and social media tender aimed at boosting awareness of Australian tourism in the US and UK. The national tourism body is looking for PR agencies that can create impactful campaigns to garner “disproportionate attention” for Australia, especially targeting high-end travelers. The tender, which was announced on February 16, 2026, aims to elevate Australia’s position as a top global travel destination.
The pitch comes at a time when tourism worldwide is recovering, and countries are seeking innovative ways to stand out in a highly competitive market. As part of the tender, Tourism Australia wants agencies to develop tailored strategies that will not only increase visibility but also generate meaningful engagement. The agency will need to create earned and owned social campaigns that are designed to drive attention spikes, with quarterly initiatives that maintain Australia’s image as a leading tourist destination.
Tourism Australia’s PR Tender Aims to Amplify Attention in the US and UK Markets
The PR pitch is aimed at high-yield travelers, focusing on individuals who seek luxury travel experiences. Agencies bidding for the contract will be expected to develop annual plans tailored to both the US and UK markets, while ensuring the activities resonate with the target audience. Tourism Australia is seeking earned-led strategies, where campaigns generate organic coverage and buzz, pushing Australia to the forefront of potential travelers’ minds.
As outlined in the tender documents, the successful agency must possess the ability to translate global marketing visions into locally relevant campaigns that engage social media audiences and capitalize on influencer partnerships. The agency’s creative and advocacy capabilities will be tested with a heavy emphasis on leveraging influencers, with at least one talent engagement per quarter. Agencies will also need to work within Tourism Australia’s Agency Village structure, collaborating with creative, media, and digital teams to ensure a unified approach across all platforms.
What Tourism Australia Seeks from PR Agencies in Their Latest Tender
Tourism Australia is looking for agencies that can develop strategic, creative campaigns that go beyond traditional marketing. The PR tender requires agencies to not only engage the audiences through social media and PR but also through earned media opportunities, which can maximize brand awareness. This strategy aims to offer an ongoing presence that will maintain Australia’s visibility and keep it top-of-mind for travelers.
The tender details specific targets for earned media clips, with the US market requiring 600 clips generating an Estimated Advertising Value (EAV) of $33 million. Meanwhile, the UK market has a target of 185 clips with an EAV of $39 million. These numbers underline the scale of the campaign that Tourism Australia expects to run.
How the PR Tender Will Impact Australia’s Tourism Strategy in 2026
With the current focus on high-yield travelers, this new PR campaign will likely redefine how Australia engages with luxury travelers in two of the largest travel markets. Agencies will be expected to work toward increasing travel bookings while focusing on targeted campaigns designed to promote the Australian lifestyle, culture, and natural beauty.
Beyond media outreach, agencies will need to implement programs that engage local advocates and tourism influencers, while making sure they tap into seasonal demand. As international tourism ramps up in the coming years, this will be an important step in Tourism Australia’s long-term strategy to remain a leader in the global travel industry.
PR Agencies: How to Apply for Tourism Australia’s New US and UK Tender
Agencies interested in the Tourism Australia tender must demonstrate strong creative and strategic capabilities. The tender document specifies that agencies will be judged based on their technical ability, with strategy and creativity weighted at 30%, advocacy and talent management at 20%, and capacity, skills, and experience at another 20%. Furthermore, systems, methodologies, and reporting will account for 15%, while innovation and sustainability are valued at 10% and 5%, respectively. Ethical conduct is also essential and will be evaluated on a pass/fail basis.
Shortlisted agencies will be notified by April 2, 2026, and they will be expected to present their ideas in a meeting between April 28 and May 5, showcasing their ability to amplify Tourism Australia’s image on a global scale.
The Role of Sustainable Practices and Modern Slavery Policies in Tourism Australia’s Tender Process
An important feature of the Tourism Australia tender is its focus on sustainability and ethical practices. Agencies will need to show their commitment to achieving net-zero emissions by 2030, incorporating energy-efficient solutions, sustainable sourcing for marketing materials, and carbon footprint reporting. Additionally, all tender submissions must include a Modern Slavery Questionnaire, as the procurement process is categorized as high-risk due to potential labor concerns in offshore content hubs and event-related labor.
This aspect of the tender highlights Tourism Australia’s commitment to aligning with global standards of responsible tourism while working toward a sustainable future. This focus on ethical practices ensures that Australia’s tourism promotion efforts align with environmental and social governance (ESG) principles that resonate with both travelers and industry partners.
Conclusion: Shaping the Future of Australian Tourism Marketing
Tourism Australia’s new PR and social media tender represents a significant step forward in its marketing strategy, focusing on building long-term relationships with key international markets like the US and UK. With an emphasis on luxury travelers, strategic media outreach, and sustainability, the program will shape the future of Australian tourism marketing well into the next decade. As agencies prepare their bids, this tender will play a pivotal role in how Australia is marketed globally — reinforcing its standing as one of the world’s most sought-after travel destinations.
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