As Australians are expected to spend approximately $1500 each on Christmas festivities this year, ANZ’s largest experience marketplace is calling on consumers to lend their support to the country’s tourism and experience industry.
Big Red Group, with its network of over 3000 experience operators nationwide, is calling on Aussie consumers to gift ‘stories over stuff’ this holiday season, encouraging them to spend on creating new memories through shared experiences rather than physical gifts.
The company has pointed out research showing that 58 per cent of Aussies would rather create new memories from a shared experience than receive a physical gift at Christmas, which means a lot for the thousands of tourism and experience industry businesses that are struggling to stay afloat amidst current economic challenges.
David Anderson, CEO of Big Red Group, said that Aussies can make their gift count for their local community as well as their loved ones this Christmas.
“Christmas has, and always will be, an incredibly important hallmark for Australia’s tourism and experiences industry – and after a testing few years, it’s imperative that we get behind the SMEs operating in this space this year,” Anderson said. “80 per cent of tourism businesses employ five people or less, so purchasing ‘stories over stuff’ helps support the backbone of Australia – and can unlock additional spending for local communities too. We know that the majority of Aussies value experiences and memories over material things, so we’re encouraging their loved ones to fulfil this desire over the holiday period.”
Queensland-based Lumber Punks Axe Throwing is one experience operator that looks forward to the Christmas period. Sam Hay, co-owner of LumberPunks Axe Throwing, shared that while the business is growing, it’s been harder to secure bookings during the off-season due to increased competition:
“Christmas is the most important time of year for us. From small family groups to Christmas parties of 80+ people, we can see how much our customers value doing experiences with their family and friends over the holidays, and we love providing them with an accessible and inclusive environment to do it in,” Hay said. “But we have found with the growing cost of living, it has become ever more challenging to secure bookings as consumers cut back on spending on entertainment and experience-based businesses.
“That’s why it’s so important to give the gift of experiences at Christmas,” Hay added. “It keeps festive dollars local and helps to support not only the operator, but the wider community, too. We partner with a range of local hospitality businesses throughout the year, so the experience doesn’t end with us, it goes on to the next place, too.”
