The Caravan Industry Association of Australia has announced the launch of a national digital marketing campaign aimed at addressing consumer concerns around rising fuel prices and travel security, positioning caravanning and camping as viable and cost-effective holiday options.
The campaign, which began rolling out this week, targets key traveler segments including families and retirees, often referred to as grey nomads. According to the association, the initiative is designed to reinforce affordability and flexibility at a time when broader economic pressures may influence travel decisions.
Messaging will emphasize the ability for travelers to adjust trip duration, destinations, and overall spending, while continuing to prioritize leisure time.
The effort will be supported through the organization’s owned digital channels and database outreach, focusing on themes of value, flexibility, and well-being.
For families, messaging highlights opportunities for lower-cost travel and time spent together, while for older travelers, the focus shifts toward maintaining lifestyle and managing extended travel costs.
“From today, we are activating a national paid digital campaign targeted at key traveller segments. The campaign is designed to reinforce a simple point – caravanning and camping remain among the most affordable, flexible and accessible holiday options available to Australians, even in the context of rising fuel costs.”
In parallel, the association has initiated targeted consumer research to assess how travel intentions may be shifting in response to fuel price conditions.
The findings are expected to inform both industry stakeholders and policymakers, with the aim of providing data-driven insights into consumer behavior and its impact on operators. The research will also be shared with state-level associations to support consistent messaging and advocacy across Australia.
“Alongside this campaign, we are undertaking targeted consumer research to understand how travel intentions are shifting in response to fuel conditions. This will allow us to move beyond sentiment and provide government with clear evidence of impacts on both consumers and operators.”
Engagement with government officials is also part of the association’s strategy. Representatives are scheduled to meet with key decision-makers in Canberra next week to discuss industry challenges, including regional travel access, fuel availability, and rising operational costs.
These discussions are expected to contribute to broader policy considerations affecting tourism and regional economies.
“Caravan Industry Association of Australia will also be actively engaging with key decision-makers in Canberra next week to ensure the challenges facing our industry are well understood at a federal level, particularly regarding regional travel, fuel availability, and broader cost pressures on businesses.”
The announcement follows coordination efforts among industry leaders at the Perth Caravan Show, held last week, where the association’s CEO, Stuart Lamont, met with state trade association executives to align on a national approach.
This includes maintaining consistent public messaging and developing a broader public relations strategy once current media coverage stabilizes.
“Importantly, I also met with the CEOs of state trade associations at the Perth Caravan Show last week to align on a coordinated national approach. This includes a commitment to consistent messaging and the development of a broader PR strategy once the current news cycle stabilizes.”
For business owners in the outdoor hospitality sector, the campaign and accompanying research may provide timely insights into evolving consumer priorities. Operators may benefit from aligning their own marketing strategies with themes of flexibility and cost control, as well as preparing for potential shifts in booking patterns influenced by fuel costs.
The association’s engagement with policymakers could also shape future regulatory or support measures, making it important for industry stakeholders to monitor outcomes from upcoming discussions in Canberra.