2004 - 2005 Annual Report - Tourism Australia

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Japan OVERVIEW Japan is one of Australia’s top inbound tourism markets, recording a total of 700,800 visitors during 2004/05, an increase of two per cent over 2003/04. It was also the second largest market in terms of real economic value in 2004, generating $2.06 billion in revenue. This travel market is changing rapidly from mainstay package tours to fully independent travel (FIT) and experience-driven travel. To capitalise on this significant change, the Japanese travel industry has adopted a more aggressive approach to direct consumer marketing and online distribution. The Japanese outbound market continues to improve and is increasingly competitive in the New 50s/Silvers (Jukunen) segment. Tourism Australia’s change in marketing focus from Young Office Ladies (YOLs) to Office Ladies (OLs) and Honeymooners segments continued, as did Tourism Australia’s focus on school excursion programs. Increased capacity and promotional activity by both Japan Airlines and Qantas provided more co-operative marketing opportunities. Highlights and results > The ‘Australia. A Different Light’ brand campaign was launched in April 2005. A TV ad featuring Delta Goodrem aired in four key regional markets and was supported by print advertising and online activities. According to tracking results, demand rose from 14 per cent in April to 21 per cent in June. > The Tourism Australia/ Japan Airlines’ Slow Stay Australia campaign reflected the new Brand Australia. It was the first time the Japanese national carrier used destination branding in its advertising. The campaign featured in major national magazines, train station posters, and online promotions. In June the campaign shifted to focus on the fast emerging FIT market by using innovative mobile phone technology that enabled consumers to access a dedicated website. > A co-operative brand campaign with Qantas ran from March 2005 and included print ads in major newspapers as well as outdoor and transit advertising. A total of 2,089 Apex fares were booked by Qantas from April to June, an increase of 18 per cent over the same period of the previous year and 7,000 requests for Tourism Australia’s travellers guide were received, the highest level recorded from a brand campaign in this market. > A new community site My Style Australia on australia.com was launched in October 2004, targeting women in their 20s and 30s. The objective was to build the intention to travel to Australia by sharing consumers’ experiences. Following the launch, site usage dramatically increased, reaching a record high in May 2005 of 991,141 page views, a 167 per cent increase compared to September 2004. > Tourism Australia launched the refreshed Brand Australia in Japan in April 2005. More than 70 media and 100 key industry partners attended the event. A highlight of the event included the screening of a video featuring Japanese celebrities such as NASA Astronaut Mamoru Mohri speaking about their favourite Australian experiences. > In November 2004, Tourism Australia and the Northern Territory Tourist Commission (NTTC) hosted key members of the Japan Australia Advisory Group (JAAG) to the Territory. JAAG members are the chief executives from leading Japanese travel companies, and are responsible for selling more than 70 per cent of all travel from Japan to Australia. The success of the tour strengthened both parties’ commitment to build outbound travel to Australia and achieve Tourism Australia’s aim of one million Japanese visitors annually by 2010. The Japan Association of Travel Agents (JATA) has launched a similar program aimed at achieving 20 million outbound travellers from Japan by 2007. Tourism Australia is working with JATA to achieve this goal. > The Visiting Journalists Program ( VJP) produced 105 print and television articles. The estimated editorial coverage is valued at over $AUD95.5 million. A highlight was the publication of a 124-page magazine FIGARO Voyage Australia. The magazine, supported by Japan Airlines, was a special edition of Japan’s popular lifestyle publication FIGARO which has a circulation of 50,000 copies, and had a publicity value of approximately $AUD1.1 million. 64 65
Gulf Countries New Zealand OVERVIEW Tourism Australia activity in the Middle East is concentrated in the Gulf Co-operative Council (GCC) countries of Bahrain, Kuwait, Oman, Qatar, Kingdom of Saudi Arabia and the United Arab Emirates. Other Middle East countries continue to be serviced through the Aussie Enthusiast Program which is a joint initiative between Tourism Australia and Austrade. Over the past twelve months Australia received 35,820 visitors from this region, an increase of 20 per cent compared with 2003/04. The largest number of travellers came from the United Arab Emirates and the Kingdom of Saudi Arabia. A key objective for 2004/05 was to continue building awareness of Australia as a desirable long-haul travel destination by profiling Australian products to enhance Australia’s unique attractions. During the year Tourism Australia worked closely with the travel trade throughout the Gulf Countries to stimulate travel to Australia. The appointment of a Dubai-based Sales Manager to service the needs of travel agents enhanced activities within this burgeoning market. Highlights and results > A major billboard campaign was undertaken over a two-month period in Bahrain, Kuwait, Dubai, KSA and Qatar. A substantial newsprint campaign was also undertaken in these markets, and Australia was featured as a liftout supplement in six key publications. > In conjunction with STO’s and airlines, Tourism Australia hosted the inaugural travel agents’ training workshop, Yinala. The event was attended by over 60 agents from across the Gulf region and 28 Australian suppliers. The event was designed to educate travel agents about Australia, introducing agents to new experiences and destinations. > More than 500 travel agents attended roadshows in Kuwait, Bahrain, Doha, Abu Dhabi and Muscat with eighteen Australian product suppliers providing training opportunities. > Tourism Australia in partnership with other State Tourism Organisations, Qantas and 18 Australian suppliers attended the Arabian Travel Market (ATM) from 3-6 May 2005. The event was visited by over 17,000 people, including 7,000 trade visitors and over 8,000 consumers. > Over 35,000 English and Arabic Travellers’ Guides were distributed to consumers and travel agents. This was the first time Tourism Australia produced the publication in Arabic. > A range of Australia-branded marketing material has been produced to support travel agents throughout the Gulf Countries. OVERVIEW Australia continues to hold a strong share of New Zealand’s outbound travel, with 51 per cent of the total market. The three main sources of travel to Australia came from Auckland, Wellington and Canterbury, with the largest participation coming from the 30-49 age group (22 per cent). Visitors from New Zealand totalled 1.08 million in 2004/05, an increase of nearly 17 per cent on 2003/04. This important market was ranked fourth overall in spend, with over $AUD1.7 billion of real economic benefit realised. With more carriers servicing the Tasman, capacity increased to 280,000 seats. This, combined with load factors averaging 70 per cent, strongly facilitated consumer travel to Australia. Highlights and results > Australia’s brand position in New Zealand is very strong with high levels of awareness (65 per cent) and intention (20 per cent). Nearly half of all New Zealanders indicate that Australia is a place that they would go to in the next two years, placing Australia well ahead of its nearest competitors. > Tourism Australia’s Marvellous Deals to Australia co-operative campaign was launched on 15 May 2005. The campaign was developed in partnership with Qantas and involved a $NZ500,000 spend via print and radio mediums. The campaign focused on ‘gateway and beyond’ destinations and yielded 56,410 room nights, an increase of nine per cent compared to the 2004 Discover Australia Now campaign, which generated 51,711 room nights. > Oztalk, New Zealand’s annual retail training program, was held in Auckland from 31 March to 2 April 2005. In total, 328 agents and 225 products participated in the two-day tradeshow. > A total of 15 media from New Zealand travelled to Australia with the Visiting Journalists Program ( VJP) in 2004/05. Total VJP publicity tracked during this period reached $AUD6 million. > The new brand campaign, ‘Australia. A Different Light’, was launched, generating significant media coverage. 66 67
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 and 24: Australasia OVERVIEW The Australasi
Page 25 and 26: Australasia TRADE EVENTS The Trade
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: Asia SINGAPORE OVERVIEW Australia r
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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