News Australia has launched Go For It, a network-wide editorial initiative aimed at rebuilding Australian consumer confidence in travel amid geopolitical instability and rising cost pressures.
The campaign, announced on 29 June 2026, will deliver more than 200 editorial stories across the News Australia network over two months, spanning Escape, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, and news.com.au.
The initiative is underpinned by data from The Growth Distillery’s Lighthouse Consumer Tracker, commissioned by News Corp Australia in March-April 2026, which found 40% of travellers are concerned about safety and security following geopolitical instability in the Middle East, while 47% cite cost pressures as a barrier to travel.
Three content pillars
Content will be structured around three pillars: Domestic & Close to Home, targeting the 48% of Australians already leaning toward domestic travel; Alternative Journeys, addressing new routes and cruise itineraries for the 33% who identify travel experiences as their top content interest; and Hacks & Advice, providing practical guidance on costs and booking.
The tracker found itinerary suggestions are the most useful content type for travelling Australians at 56%, followed by offers and savings and practical travel help, both at 42%.
Kerrie McCallum, News Australia’s Head of Food, Travel and Health, said: “This isn’t just content – it’s a confidence campaign. Australians are telling us they need honest, useful and genuinely inspiring stories that give them the confidence to stop waiting and start going. Through trusted journalism, real voices and on-the-ground guidance, we’ll remind them that the world is still open, still welcoming, and better when you’re in it.”
News Corp Australia’s Head of Travel Kerrie McCallum
Emily Ross, News Australia’s Client Partnerships National Head of Travel, said the campaign represented a commitment to the struggling travel sector.
“The travel industry has been doing it tough. Go For It is our commitment to using the News network, which reaches 18 million Australians every month, to rebuild consumer confidence and keep Australians inspired to travel. We are proud to stand alongside our industry partners in that effort, and we look forward to working with them to make the most of this campaign.”
Emily Ross, News Australia’s Client Partnerships National Head of Travel
The 18 million reach figure is sourced from Roy Morgan iris data for the 12 months ending March 2026, P14+.