Thinking Local, Acting Local: How Globus Family of Brands Recharted the Map of Domestic Tourism for Australian Audiences 

Date: 27 October, 2022

According to Tourism Australia’s travel sentiment tracker, 52% of Australians are intending to travel domestically in the next six months.

It’s an arena Globus family of brands was forced to pivot to at the start of COVID-19. Moving from its established focus on high-end international coach tours and river cruising due to the shutdown of international borders, the company shifted to creating local tours for local audiences, working with domestic tourism bodies, media and ground handlers to build a range of trips from scratch.