2004 - 2005 Annual Report - Tourism Australia

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Chairman’s report FINANCIAL REPORT Independent Audit Report 76 Statement by Directors 78 Statement of Financial Performance 79 Statement of Financial Position 80 Statement of Cash Flows 81 Schedule of Commitments 82 Schedule of Contingencies 83 Notes to and forming part of the financial statements 84 Glossary 113 Tourism Australia Overseas Offices 114 Index 115 Tourism Australia (TA) is now one year old, successfully blending all of the cultures and activities that now form our new organisation. I congratulate the people of TA for maintaining momentum during these changes and for successfully managing the transition to the new organisation, and the physical movement of the HQ from William Street to Sussex Street in Sydney’s CBD. The passion and dedication displayed by TA staff in Sydney, Canberra and around the world is a credit to the country they represent. The new combined capability of TA, coupled with initiatives and increased funding resulting from the Tourism White Paper, sets a solid foundation for tourism growth. The Australian Government has made an unprecedented level of investment in the Australian tourism industry and TA is leveraging that support to maximise the impact of the many international and domestic marketing activities. By harnessing all of these new capabilities, TA is developing a more sustainable tourism industry. A more profitable industry is the key to a more sustainable industry and the insights and assistance provided by TA to the tourism industry will help increase the international and domestic demand for Australian tourism experiences. Tourism currently employs more than 500,000 Australians and TA is working hard to ensure that those jobs are secured for today and continue to grow in the future. Tourism Australia’s clear purpose is to increase the economic benefits to Australia from tourism by increasing total visitor spend and dispersal of that spend across Australia, thereby creating more jobs for Australians. I’d like to thank my fellow Directors for their support throughout the year, including outgoing Director Gerry Harvey and also welcome Peter Burnett as our newest member. The Board has made a conscious effort to disperse more and gain a greater understanding of Australian tourism to deliver an enhanced representation to the tourism industry. The Board has met in a variety of locations around Australia during the year, visiting Hobart, Alice Springs, Sydney and more recently held a meeting while travelling across the Nullabor. Tim Fischer Chairman 4 5
Managing Director’s report Tourism Australia (TA) is a leverage marketing organisation that has adopted the vision to become and remain the best National Tourism Organisation (NTO) on the planet. To be the best NTO, we must become the world leader in stimulating sustainable demand for Australian tourism experiences. By performing this role, we must be valued as an organisation that delivers economic benefits for Australia, in particular regional areas, by increasing the total spend of our international and domestic visitors and ensuring the dispersal of that spend across Australia. Our first year of operations has been all about getting our strategy right and putting in place the key building blocks for successful operations in the years ahead. To this end, TA’s Corporate Plan for 2005/06 to 2007/08 was released at ATE2005 in Perth in June. The plan, referred to by industry as TA’s ‘experience strategy’, sets out a clear role, goal, set of challenges and strategy for the next three years. The plan is focused on maximising our competitiveness, identifying clear targets, leveraging our great strengths as a destination and driving consumers to a deeper appreciation of the experiences Australia has to offer and how these experiences deliver on their needs. The plan also sets ambitious new growth targets for the tourism industry to help Tourism Australia and the industry align and focus our efforts. Overall, our marketing challenge is to shift international consumers from a passive preference to visit Australia to an active intention to visit Australia within the next 12 months, that can then be converted by the industry into actual bookings. We often say that while it is great for Australia to be loved by the world (as survey after survey confirms), it is much better to be visited by those who love you. We will achieve this objective through leverage partnerships, compelling communications, strong research and insights as well as the focused application of our resources to where we can derive the greatest benefits from our marketing. TA is already championing a clear destination marketing strategy and articulating and promoting a compelling tourism destination brand. However, recognising the need to go further, we have recently appointed M&C Saatchi and Carat as our global agency partners to take our campaigns forward. We are applying ourselves in our key markets around the world, from the fast-growing China market, which will account for one third of our forecast growth to reach our targets, to our traditional Western markets of the US, UK, New Zealand and Germany. We are dealing with the opportunities of rapid new growth in South Korea and working closely with our industry partners to address the very significant challenges we face in Japan. Together our top seven markets deliver approximately two thirds of total international visitor spend for Australia, and will account for 75 per cent of the growth in spend in our targets. Accordingly they receive the ‘lion’s share’ of our resource attention. Further afield, we are continuing our commitment to the strong dispersal markets of continental Europe, which has been assisted by our new Destination Australia Partnership arrangements with State and Territory tourism offices, based in London. We are consolidating past growth in markets such as Singapore and Hong Kong, and taking new opportunities in markets such as India and the Gulf Countries. TA began to tackle the challenge of a flat domestic market with the ‘All The Space You Need’ campaign, demonstrating to Australians that Australia could meet their holiday needs more than they realised. More recently TA has been exploring ways to unlock the size of the overall domestic market and increase the amount of leave taken by Australians. With a new mandate to address supply side issues, TA has been supporting the development of unique Australian tourism experiences through the work of the Australian Experiences Team (formerly niche marketing) and in particular through the establishment of Indigenous Tourism Australia to promote the development of key tourism segments. Ecotourism and Food and Wine have also been singled out for attention, while continuing to drive our backpacker and business tourism markets remain a priority. A great opportunity to highlight new experiences and promote dispersal was holding ATE in Perth for the first time. ATE2005 was a resounding success with around 2,000 Australian delegates from 900 companies meeting with up to 700 key overseas buyers from 50 countries. Delegate satisfaction with the event returned to record levels as measured in our post- ATE delegate surveys. TA is also helping the industry by gathering and communicating reliable market intelligence and insights for improved decision-making not only through the work of Tourism Research Australia but in our consumer research through segmentation studies and work on targeting our global ideal visitor. Finally, TA has embarked on an ambitious partnerships program to extend our influence, most significantly demonstrated by the announcement of our new three year $60 million partnership with Qantas. The ambitious goals and strategies of the Corporate Plan, and our activities of the past year reflect the enhanced capabilities made possible by the strong commitment of the Australian Government through the Tourism White Paper, released in November 2003. The White Paper led to the establishment of Tourism Australia, and it guides our resources and our strategies going forward. TA is staffed by great and talented people who are passionate about promoting Australia as a tourism destination. In the past year they have dealt with significant structural change. The success of the organisation in getting established is a tribute to their professionalism. Our thanks also to the new Tourism Australia Board, especially our dynamic and highly committed Chairman, Hon Tim Fischer, as they work closely with management to ensure the organisation delivers on the key requirements set by our principal stakeholder, the Australian Government, and the expectations of the tourism sector. Finally, TA is grateful for the generous support of the Australian Government, in particular through the combined efforts of the Hon Ian Macfarlane MP, Minister for Industry, Tourism and Resources; the Hon Fran Bailey MP, Minister for Small Business and Tourism; and the Hon Warren Entsch MP, Parliamentary Secretary to the Minister for Industry, Tourism, and Resources. We also appreciate the Government’s broader support through the Friends of Tourism group, led by the Hon Bruce Baird MP. There is no doubt that the next three years will be challenging, however the opportunities to create jobs for Australians though tourism and the activities of TA are significant. TA looks forward to working with all our partners and stakeholders to make this happen. Scott Morrison Managing Director 6 7
Page 1 and 2: Annual Report 2004/2005
Page 3: Contents Chairman’s report 5 Mana
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 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 55 and 56:
NOTES TO AND FORMING PART OF THE FI
Page 57 and 58:
NOTES TO AND FORMING PART OF THE FI
Page 59 and 60:
Tourism Australia overseas offices
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2004 - 2005 Annual Report - Tourism Australia

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