Travellers are being urged to visit Australian destinations rather than heading overseas to help the tourism industry recover from the devastating bushfires.
The Morrison government has further dipped into its $2 billion National Bushfire Recovery Fund, announcing an initial $76 million tourism recovery package.
Responding to calls from the tourism industry, the package includes $20 million for a nationally coordinated domestic marketing initiative and $25 million for a global marketing campaign to drive international tourism.
There is also money for regional tourism events, an international media program, support for Tourism Australia's annual trade event and additional funding for Australia's diplomats to promote that Australia is open for business.
Tourism Minister Simon Birmingham is encouraging Australians spend their next long weekend or school holiday within Australia to support tourism businesses.
He also wants to ensure key international markets understand Australia is still open for business.
"Most Australian tourism attractions are untouched by bushfire, and that people can still come and have the same incredible experience visiting Australia that we've always prided ourselves on," he told ABC television.
Tourism groups applauded the government's package.
Australian Tourism Industry Council executive director Simon Westaway described it as a "significant response".
"The package is arguably unprecedented for our sector because it represents a step-change in the thinking of government around just how important our industry is to the social and economic dynamics of our nation going forward," he said.
One in 13 Australian jobs rely on tourism and hospitality.
Tourism and Transport Forum chief executive officer Margy Osmond was pleased with the government's quick response, but concedes there is an enormous international problem in terms of the way people are now viewing Australia.
"We're going to have to do another big piece of brand work but that will be further down the track," she told ABC television.
The Australian Tourism Export Council says inbound international tourism has experienced millions of dollars in cancellations and a significant decrease in forward bookings which it estimates will reduce inbound tourism revenue by up to $4.5 billion.
Greens Leader Richard Di Natale said any support from the government at this stage is welcome.
"We have seen not just an economic catastrophe and obviously the impact on the tourism industry, on agriculture, will be profound and felt for many, many years to come, but there's also an ecological catastrophe," he told ABC television.
Australian Associated Press