2004 - 2005 Annual Report - Tourism Australia

Strategy and Research
OVERVIEW
The Strategy and Research division provides market and industry knowledge and insights that underpin all
Tourism Australia strategic and operational decisions. The area conducts and gathers research and intelligence,
from both primary and secondary sources, to help improve decision-making not just for Tourism Australia, but
for the Australian tourism industry as a whole.
The group also co-ordinates the corporate and operational planning function for Tourism Australia globally,
managing the development of Tourism Australia’s Corporate Plan and its Annual Operating Plan. A key function
within that role is the development and evaluation of the organisation’s Key Performance Indicators, helping to
measure the success of its Corporate Strategy.
A key role for the team is the co-ordination of primary survey research on both domestic and international
visitors to and within Australia. This function is undertaken by Tourism Research Australia, a business unit
within the division, and is a vital information tool for the Australian tourism industry.
CORPORATE PLANNING
The Corporate Planning unit co-ordinates the development of the organisation’s three-year Corporate Plan,
while monitoring and evaluating the corporate performance and managing operational planning processes. The
unit also co-ordinates the processes and analysis of resource allocation decision-making and is responsible for
measuring the delivery of Tourism Australia’s White Paper initiatives as directed by the Australian Government.
A key objective was to develop, approve and implement the Corporate Plan for 2005/06 – 2007/08 and the
Annual Operating Plan for 2004/05.
Highlights and results
> Tourism Australia’s first Corporate Plan for 2005/06 – 2007/08 was developed and accepted by Tourism
Australia’s Board and the Minister for Small Business and Tourism, the Hon Fran Bailey MP.
> Tourism Australia’s Annual Operating Plan 2004/05, co-ordinating the organisation’s strategies and actions in
the first year of the new organisation was implemented, with a new 2005/06 plan produced and approved.
STRATEGIC INSIGHTS
The Strategic Insights unit manages a comprehensive international and domestic market research and analysis
program, providing ongoing strategic information to Tourism Australia and the tourism industry. The unit
generates insights about customers and markets for use in planning and decision-making processes. It also
provides information for use by key external stakeholders from industry and government.
The research program is focused around brand tracking, consumer insight, creative testing, product and
experience insights, leading indicators, analysis and dissemination.
The strategic intent is to deliver industry insights, so that decisions made to help grow sustainable tourism in
Australia are based on understanding the challenges and opportunities currently facing the industry.
Highlights and results
> International brand health and communication tracking was improved with an enhanced methodology, a
new questionnaire and new interactive reporting format for internal clients. Tracking was undertaken in UK,
Germany, Italy, US, China, Singapore, Korea and Japan, generating understanding of the challenges in moving
consumers from awareness to visitation.
> A global target segment for Australia, the ‘ideal visitor’, was identified and profiled, entailing detailed
re-analysis of all segmentation studies undertaken in US, UK, China and Germany, analysis of
international visitor survey data and the commissioning of new research.
> UK, US, China and Germany segmentation models were added to the International Visitor Survey (IVS).
> Comprehensive testing of the new brand campaign was undertaken in China, Japan and Korea. This testing
determined which aspects of the campaign worked most effectively and which creative executions had the
most resonance amongst sectors of the market.
> Tracking and testing of the new domestic campaign was conducted, which identified opportunities to finetune
campaign creative and measure results.
> Tracking of various travel segments through the IVS provided an opportunity for analysis of visitor behaviour
and assisted with communication initiatives, distribution, transport and travel experience strategies for
Tourism Australia and State/industry partners.
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