The Caravan Industry Association of Australia (CIAA) has revealed it will be implementing a national paid digital marketing campaign to reinforce that caravanning remains an affordable and flexible way to holiday, despite rising fuel costs due to global conflicts.

The media campaign will be supported by activities across the CIAA’s channels and database and will push messaging focused on value, flexibility, and wellbeing to Australia’s primary caravanning audiences, including families and grey nomads.

The association’s CEO, Stuart Lamont, recently put out a statement to members assuring them that they are moving quickly to ensure the caravanning sector leads the narrative on the issue of rising fuel costs and provides clear, evidence-based reassurance to consumers.

He said: “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.

“For families, the focus is on affordable, low-stress holidays that enable meaningful time together. For grey nomads, the messaging focuses on maintaining lifestyle, flexibility and managing travel costs over longer journeys.

“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 the government with clear evidence of impacts on both consumers and operators. This will also be shared with our state associations to make sure we have consistent advocacy and consumer messaging across the country.

“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.”