Tourism Australia PR tender seeks agencies to win 'disproportionate attention' in the US and UK through influencer-led social campaigns aimed at high-yield travellers.
Summary: Tourism Australia PR tender invites agencies to design earned-led social media and influencer campaigns to win “disproportionate attention” in the US and UK, with strict targets, sustainability requirements and a focus on luxury travellers.
Tourism Australia has opened a PR and social media tender announced on February 16, 2026, asking agencies to produce campaigns that generate “disproportionate attention” for Australia in the US and UK, with a particular emphasis on attracting high-yield, luxury travellers.
Scope and objectives of the tender
The brief asks shortlisted PR agencies to deliver annual strategic plans for both the US and UK markets that elevate Australia’s profile and drive meaningful engagement. Tourism Australia is prioritising earned media and organic social traction, alongside owned channels, with campaigns designed to produce attention spikes and sustained visibility throughout the year.
- US target: 600 earned media clips with an Estimated Advertising Value (EAV) of $33 million
- UK target: 185 earned media clips with an EAV of $39 million
- Quarterly initiatives and at least one talent engagement per quarter
Agencies must convert Tourism Australia’s global ambitions into locally tailored activity that resonates with social audiences and leverages influencers. The tender emphasises creative advocacy, talent management and collaboration within Tourism Australia’s Agency Village structure, where PR teams will work alongside creative, media and digital partners.
Process, deadlines and evaluation criteria
Agencies responding to the tender will be assessed on technical ability and creative strategy. Shortlisted firms will be notified by April 2, 2026, and presentations are scheduled to take place between April 28 and May 5, 2026.
- Strategy & creativity: 30%
- Advocacy & talent management: 20%
- Capacity, skills & experience: 20%
- Systems, methodologies & reporting: 15%
- Innovation: 10%
- Sustainability: 5%
- Ethical conduct: pass/fail
Sustainability, ethics and supplier obligations
Sustainability and ethical compliance are core to the procurement. Agencies must demonstrate plans to help reach net-zero emissions by 2030, adopt energy-efficient practices, use sustainably sourced marketing materials and provide carbon footprint reporting for their work.
- Net-zero emissions target by 2030
- Energy-efficient solutions and sustainable sourcing for materials
- Carbon footprint reporting for campaign activities
- Submission of a Modern Slavery Questionnaire due to high-risk procurement classification
How this will shape Australia’s marketing in 2026
With global tourism recovering, Tourism Australia’s tender signals a concentrated push to secure the attention of affluent travellers in two major outbound markets. The emphasis on earned media, influencers and coordination across disciplines aims to boost bookings and sustain Australia’s appeal among luxury-seeking visitors.
What agencies need to know
Interested PR firms must show strong creative and advocacy skills, robust reporting systems and the capacity to manage influencer relationships at scale. The tender’s scoring places heavy weight on strategic thinking and talent management, while innovation and sustainability are also factored into the final decision.
So what? For the travel industry, this tender could reshape how Australia is promoted overseas — prioritising higher-value visitors, increasing influencer-driven exposure, and forcing agencies to integrate sustainability and rigorous supplier checks into campaign plans. For travellers, the outcome may mean more targeted luxury offers and visible seasonal campaigns promoting Australian experiences.
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