2004 - 2005 Annual Report - Tourism Australia

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Australasia PARTNERSHIP MARKETING Partnership Marketing is responsible for developing industry relationships through the provision of market intelligence, insights and opportunities to the Australian tourism industry. The unit is also responsible for cooperative sales programs targeting trade and consumers, thereby improving Tourism Australia’s understanding of industry program development. In partnership with Tourism Queensland, the Industry Development Executive Pilot Program brought greater awareness of Tourism Australia throughout Queensland. Highlights and results > The unit conducted over 500 market updates and research presentations to industry partners. It also linked over 500 industry partners to Tourism Australia’s global marketing campaigns. > Over 200 Australian industry contacts per month were recorded. These included presentations on market insights, intelligence and co-operative opportunities. > Promoted co-operative marketing opportunities to the industry, generating sales to the value of $AUD1.8 million. > The unit produced The Big Book of Australia in partnership with Tourism New South Wales, Tourism Victoria and Tourism Western Australia, with subset publications for each state involved. The program delivered significant cost and resource savings by sharing resources. > A focus for the year was on the development of the organisation’s Customer Relationship Management program to ensure all staff have greater access to the latest intelligence concerning Tourism Australia’s partners. > Self-help systems such as the Marketing Mix Builder, which assists in planning marketing activities with Tourism Australia, were maintained and updated for Australian partners. AUSTRALIAN EXPERIENCES The role of the Australian Experiences unit is to develop and communicate niche experiences, as identified in the Australian Government’s Tourism White Paper (2003), to foster long-term economic growth, especially in regional areas. This involves identifying travel experiences and supporting the necessary development of infrastructure and marketing programs. The unit works with state and territory tourism offices, industry groups and businesses to develop and actualise new Australian tourism experiences. In collaboration with other areas within Tourism Australia, the unit ensures these experiences are connected to global consumers via e-marketing, tactical marketing, public relations and media programs. Highlights and results > As an early initiative, the Aussie Experiences Kit was developed, providing ‘off the shelf’ support for industry associations and tourism businesses in targeted segments. The toolkit includes experiences research snapshots, images, access to promotional material, and distribution information. > Strategic alliances were established with the Department of Industry, Tourism and Resources (DITR), State Tourism Offices and other industry associations. > Travel experiences in Nature, Food and Wine and Indigenous were showcased at three Australian Tourism Exchange ( ATE) lunches, attended by over 2,000 international and local tourism industry representatives. > Developed the framework for Indigenous Tourism Australia (ITA), to be established on 1 August 2005. 44 45
Australasia TRADE EVENTS The Trade Events unit plan, prepare, implement, manage and review all global trade events for Tourism Australia while working with stakeholders such as Qantas, State Tourism Offices, and the Destination Australia Program (DAP) in Europe. It ensures trade event activities are communicating the corporate messages and brand of Tourism Australia to the global distribution system. The implementation of Trade Events Online (TEO) has streamlined the event process to better match the needs of buyers and sellers at events. Highlights and results > The Australian Tourism Exchange ( ATE) 2005 was held in Perth, the first time the event has moved from the east coast of Australia. Around 100,000 business-to-business meetings were held between 2,000 buyers and sellers at the event and over 500 international buyers experienced more of Western Australia in touring familiarisations before and after the event. > An ‘ Aussie Specialist Pilot Program’ saw 20 United Kingdom and 20 American Aussie Specialist travel agents attend ATE for the first time with the support of the industry and wholesalers. > ATE Perth had a record 90 per cent approval rating from buyers and 96 per cent approval rating from sellers at the event. > 30 other global trade events were co-ordinated by the Trade Events team in 2004/05 across all major markets. Trade Events 2004 – 2005 EVENT NAME DATES COUNTRY Visit Americas Roadshow 11-22 July 2004 US Meeting Professional International 25-27 July 2004 Canada Oz Talk SE Asia 29 July - 4 August 2004 KL, Hong Kong Oz Talk USA 9-12 August 2004 US Corroboree USA 23-25 August 2004 US Luxury Travel Expo – NY 7-10 October 2004 US India Travel Mission 2004 15-19 September 2004 India WYSTC 12-18 September 2004 Spain PRIME 16-19 September 2004 US PATA 22-24 September 2004 Singapore Incentive Travel & Meeting Executive 28-30 September 2004 US Incentive Travel & Conventions, Meetings Asia 12-14 October 2004 Thailand Australian Travel Mission to China 24-27 October 2004 China Dreamtime 28 October - 2 Nov 2004 Australia World Travel Market 8-11 November 2004 United Kingdom China International Travel Mart 25-28 November 2004 China EU Incentive, Business Travel & Meeting Exhibition 1-2 December 2004 Spain International Luxury Travel Market Exhibition 7-9 December 2004 France Luxury Travel Expo – Las Vegas 7-9 December 2004 US Visit Americas Roadshow 9-19 January 2005 US American Express Australia Travel and Education Expo 20-21 January 2005 US Vankantierbeurs 11-16 January 2005 Netherlands DT Adventure Travel & Sports Show 14-16 January 2005 United Kingdom Holiday World Dublin 27-30 January 2005 Ireland Destinations 3-6 February2005 United Kingdom TA Market Briefings 9 February - 22 April 2005 Australia Borsa Internazionale del Turismo 12-15 February 2005 Italy Japan Australia Mission 24-26 February 2005 Japan Internationale Tourismus Borse 11-15 March 2005 Germany Oz Talk NZ April 2005 New Zealand Gulf Countries Roadshow 23-27 April 2005 Middle East ATEC Symposium 26-29 April 2005 Australia Arabian Travel Market 3-6 May 2005 UAE Discover Australia 13-15 May 2005 Australia IMEX 19-21 April 2005 Germany Australian Tourism Exchange 18-24 June 2005 Australia 46 47
Page 1 and 2: Annual Report 2004/2005
Page 3 and 4: Contents Chairman’s report 5 Mana
Page 5 and 6: Managing Director’s report Touris
Page 7 and 8: Tourism Australia … the story so
Page 9 and 10: Objectives and outcomes 2004 - 2005
Page 11 and 12: ORGANISATIONAL STRUCTURE Minister f
Page 13 and 14: Directors of Tourism Australia The
Page 15 and 16: Corporate Services OVERVIEW The rol
Page 17 and 18: Strategy and Research OVERVIEW The
Page 19 and 20: Corporate Affairs OVERVIEW The Corp
Page 21 and 22: Marketing ADVERTISING AND DESIGN Th
Page 23: Australasia OVERVIEW The Australasi
Page 27 and 28: International AUSSIE ENTHUSIASTS Th
Page 29 and 30: The Americas CANADA OVERVIEW Canada
Page 31 and 32: Asia HONG KONG OVERVIEW Tourism gro
Page 33 and 34: Asia SINGAPORE OVERVIEW Australia r
Page 35 and 36: Gulf Countries New Zealand OVERVIEW
Page 37 and 38: UK & Europe ITALY OVERVIEW Australi
Page 39 and 40: FINANCIAL REPORT
Page 41 and 42: Tourism Australia STATEMENT BY DIRE
Page 43 and 44: SCHEDULE OF COMMITMENTS As at 30 Ju
Page 45 and 46: NOTES TO AND FORMING PART OF THE FI
Page 59 and 60: Tourism Australia overseas offices

2004 - 2005 Annual Report - Tourism Australia

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