THE HON DAVID LITTLEPROUD MP
Shadow Minister for Emergency Management
Shadow Minister for Tourism
Federal Member for Maranoa
20 April 2026
National Fuel Security Campaign Crippling Regional Tourism, Warns Littleproud
Shadow Minister for Tourism David Littleproud says the Albanese Labor Government’s $20 million National Fuel Security Campaign has effectively become a ‘campaign against tourism’ – which is having a devastating impact on this sector across regional Australia.
“The Government’s advertising campaign has effectively become a $20 million campaign against regional tourism that has descended into a full-blown crisis as bad as COVID, and this crucial industry urgently needs targeted government support,” Mr Littleproud said.
Mr Littleproud said the consequences of the Government’s mishandling of the fuel crisis, and its subsequent national advertising campaign, is resulting in massive cancellations across a sector which is vital for many regional communities.
“Regional tourism relies on travellers feeling confident to hit the road, to fuel up, and to explore Australia’s vast interior. When the Government runs campaigns that frame fuel use as something to be avoided or reduced, it sends a message to prospective travellers.”
“Tourism is an economic lifeline for many regional communities. The Government must immediately review this fuel advertising campaign and ensure that its messaging does not penalise, or create anxiety or uncertainty, for Australians who want to explore their own country.” Mr Littleproud said.
The CEO of Australian Regional Tourism, Lauren Douglass, said that the industry was coming under increasing pressure, and that it now faced “a crisis”.
“Demand is weakening in regions more than two hours from capital cities, with bookings down by up to 40 per cent in some areas,” Ms Douglass said.
“In some regions, forward bookings from May onwards are now almost non-existent”.
Operators in remote areas – from roadhouses and caravan parks to guided tours and cultural experiences – are reporting a measurable downturn in visitor numbers as fuel anxiety grows among potential travellers.
In response to this escalating emergency, Mr Littleproud is calling on the Albanese Government to urgently review the National Fuel Security Campaign and to work with industry to deliver an emergency support package for regional tourism – comparable in scale and intent to the COVID-19 tourism response. Importantly, when the pandemic shut down travel, the former Coalition Government acted swiftly to protect operators and communities.
Currently, the damage being inflicted today by this campaign is just as real — and it demands the same urgency.
During COVID-19, targeted support packages – including direct grants, cash flow assistance, and domestic marketing campaigns – helped keep tourism businesses alive and communities afloat. Unfortunately, local tourism operators and small business across regional Australia are now facing a government-made crisis, and they deserve a government-led response to match.
Mr Littleproud is calling on this Federal Government to:
- Immediately review the National Fuel Security Campaign’s public messaging to remove content that discourages legitimate fuel use for domestic travel;
- In close consultation with industry, develop and deliver an emergency tourism support package for regional, rural and remote operators – modelled on the COVID-19 response – including direct grants, cash flow assistance, and targeted marketing to rebuild traveller confidence;
- Consult directly with regional tourism operators, and regional communities, before implementing any further fuel-related public awareness initiatives; and
- Launch a dedicated domestic tourism campaign to actively counter the damaging effect the fuel messaging has had on travel intentions to regional, rural and remote areas.
Mr Littleproud committed to continue advocating on behalf of regional tourism operators and the communities that depend on them, and has also written to the Minister for Trade and Tourism to demand urgent government action.
“I will always support evidence-based policies which aim to effectively secure our nation’s fuel security, without penalising Australian families, travellers, and tourism businesses” Mr Littleproud said.
