Tourism Australia pushes ahead on data-led strategy in a cookieless world

May 3, 2021 10:19

While international borders have been shut for over a year and look set to remain shut for the foreseeable future, Tourism Australia is continuing to work behind the scenes on how to increase tourism once borders open.

Tourism Australia, GM of digital and transformation, Paul Bailey, said the national body had been working with its agency, UM, and partners to better understand its target travellers and to create “the path of least resistance”.

Paul Bailey

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.