2004 - 2005 Annual Report - Tourism Australia

International
OVERVIEW
The International unit is responsible for managing Tourism Australia’s
operations across five key regions of UK/ Europe, Asia, Japan, Americas and
Gulf Countries. The unit also manages the Aussie Enthusiast program which
covers markets where Tourism Australia does not have an active presence.
The unit is responsible for a wide range of activities including management
of key tourism issues, global partnerships and distribution, market intelligence
and knowledge, as well as day-to-day interaction with Tourism Australia’s
12 international offices.
The unit provides guidance and consultation in international markets both
internally and externally, represents Tourism Australia on major Government
and Industry committees and panels relating to international markets and
issues, and provides ongoing dialogue and development with State and
Territory Tourism Organisations (STOs) via the Destination Australia Marketing
Alliance (DAMA).
The International unit is the key interface between the overseas markets
and Australia.
INTERNATIONAL OPERATIONS
The International team also manages the organisation’s global trade and
industry partnerships, guaranteeing Australia’s capability to meet consumer
needs through commercial outlets such as travel agents, online operators and
the broader travel distribution system.
Highlights and results
> A framework was built that allowed Tourism Australia’s business and
industry partners to access the most up-to-date and relevant tourism
information. This information assists profitability and sustainability amongst
industry partners.
> A platform to source industry information from around the world was made
available through Tourism Australia’s corporate site.
> Profiles on international markets were prepared, ensuring Tourism Australia’s
industry partners had access to the latest trends to assist in the development
of various industry programs.
INTERNATIONAL PARTNERSHIPS
The International unit develops and manages global airline partnership agreements for Australia with airlines
such as Qantas, Singapore Airlines and Emirates.
The unit represents Tourism Australia on the Boards of the Australian Tourism Export Council (ATEC)
and the Pacific Asia Tourism Association (PATA). It also represents the organisation on the Destination
Australia Marketing Alliance (DAMA), a joint partnership between the Australian State and Territory
Tourism Organisations.
The unit also co-ordinates stakeholder consultation through the International Industry Advisory Panels (IAP) to
provide strategic advice and direction in relation to Tourism Australia’s global strategy.
Highlights and results
> Richard Beere, Director of International Operations, Tourism Australia’s nominated representative to the PATA
Board, has been elected Chairman of PATA and will assume the role in March 2006 for a 12 month period.
> One of the main areas of focus for 2004/05 was the inauguration of Destination Australia Partnership (DAP)
in Europe through the Destination Australia Marketing Alliance (DAMA). The unit oversaw the co-location
of these entities and assisted with the strategic alignment of Tourism Australia and State and Territory
tourism organisations in the region. DAP will now enable Tourism Australia to increase its penetration in core
European markets.
> Preparation of a new framework for airline partnerships, to ensure the expanding needs of the Australian
tourism industry are met. This has resulted in the expansion of airline partnerships around the world.
INTERNATIONAL ISSUES
Members of Tourism Australia’s International unit represent the organisation on a number of industry groups
that monitor and manage tourism issues for Australia. The Korea Tourism Industry Group (KTIG) looks at quality
issues in the Korean market and the China Joint Monitoring Group (CJMG) monitors quality issues in the China
market. CJMG also facilitates sustainable and long-term tourism opportunities in the China.
Locally, the unit acts for Tourism Australia on the Tourism Visa Advisory Group (TVAG), a partnership between
government agencies and industry that reviews global visa issues. Other agencies and tourism industry
representatives involved in this group are the Department of Industry, Tourism and Resource (DITR), the
Department of Immigration and Multicultural and Indigenous Affairs (DIMIA), State Tourism Offices, Qantas
and the Australian Tourism Export Council (ATEC).
Highlights and results
> In conjunction with KTIG, the unit assisted with the implementation of a national action plan to address
key issues in the Korean market. Tourism Australia had specific areas of responsibility within the plan and
reported to the Minister and Department of Industry, Tourism and Resources (DITR) on these achievements.
> Work continued with government in 2004/05 to facilitate changes to the Approved Destination Status (ADS).
Tourism Australia worked with DIMIA, DITR and ATEC in the development of a framework and procedures for
the Australian industry to co-ordinate sale of Australian holidays in China.
> A partnership established with DIMIA provided a platform to table and resolve regional challenges
and market failures through the visa process. Areas of focus included the Working Holiday Visa Program,
Gulf Region, Thailand and China. This resulted in the ‘Preferred Agents Scheme’ being introduced in India
and Russia.
48 49