Section 1: Introduction - Tourism Queensland

More documents

Recommendations

Info

INTRODUCTION | Writing your marketing plan Below is an overview of the tourism system, the key players and their various roles and responsibilities. The tourism system Sphere National State Regional Local Across national, state, regional and local Organisation Department of Resources, Energy and Tourism – the Department’s Tourism Division develops and implements federal government policy and programs. Tourism Research Australia sits with this federal department. Tourism Australia - the Australian Government agency responsible for the international and domestic marketing of Australia as a destination for leisure and business travel. Tourism Australia engages in international and domestic marketing, tourism events coordination, tourism research and tourism forecasting. Department of Employment, Economic Development and Innovation – the Department’s Tourism Division develops and implements State Government policy and programs. Tourism Queensland – the statutory authority responsible for marketing Queensland internationally and domestically, advising industry and government and destination development (including research and industry and market development). Regional Tourism Organisations – responsible for tourism marketing, leadership and development and the coordination of industry, local government and community destination marketing. Local governments – provide tourism infrastructure and facilities and facilitate and support tourism development and promotion. Local tourist organisations – enhance the visitor experience through the provision of information and advice, undertake marketing activity, and liaise with the community, local government and regional tourist organisations. National, state, regional, local and sector-specific associations – responsible for lobbying government, industry leadership, industry education and training, professional advice, raising industry standards, industry promotion and realising network opportunities. THE BIG MARKETING GUIDE 4
INTRODUCTION | Writing your marketing plan THE MARKETING PLAN Getting started In the introduction we talked about the five Ps and described the marketing mix. We also talked about the value of having a marketing plan but here’s the catch…no plan is good unless it has true relevance to your business and you mean to follow and review it on a regular basis. In this section we outline the steps in developing a marketing plan. As you work through the process you’ll need to consider and include strategies that best fit your business and your budget now. Given the tourism industry is dynamic and susceptible to rapid change, it’s best to think of your plan as dynamic too and adjust your activities to suit market conditions as and when changes occur. Brainstorm ideas with people who work in your business, look at what other operators are doing and adopt or adapt their good ideas to suit your business and budget. Finally, call on the expertise of your Regional Tourism Organisation (RTO) contacts. They are there to back you up and advise you. All these things can help steer your planning in the right direction. The plan outline Planning is a creative process and when you’re passionate about your business it’s easy to throw all your energy behind the things that excite you most. However, a staged approached gives a logical flow and context to your ideas. It can stop you from running too far off track or getting caught up in a couple of ideas at the expense of others. You’ll find it easier to stay focused, and maintain a broad view and continuity in your thinking and planning by following a set format. THE BIG MARKETING GUIDE 5
Page 1 and 2: Takeaways Understanding of the tour
Page 3: INTRODUCTION | Writing your marketi
Page 7 and 8: INTRODUCTION | Writing your marketi
Page 15: INTRODUCTION | Writing your marketi

Section 1: Introduction - Tourism Queensland

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?