2011 - 2012 Annual Report - Tourism Australia

People and organisation
Quality Australian experiences for the China market
Tourism Australia and the Department of Resources,
Energy and Tourism have worked together to provide
the tourism industry with research and insights that will
help them develop high-quality products and experiences
tailored to the needs of the Chinese consumer.
In 2011/12, Tourism Australia developed a Quality
Australian Experiences Action Plan in consultation with
the tourism industry, and state and territory tourism
organisations. The plan identifies key priorities for the
Chinese market and the main agencies responsible for
developing initiatives to increase the quality of Chinese
visitors’ experiences.
Tourism Australia and the Department of Resources,
Energy and Tourism also enhanced their joint China
Approved Destination Status (ADS) scheme. The China ADS
scheme allows Australia to host leisure tour groups from
China and permits the Australian Government, through
Tourism Australia, to promote Australia as a leisure travel
destination in China.
overseeing the progress of the Australian tourism industry
under Tourism 2020, a whole-of-government and industry
strategy for Australian tourism’s sustainable future growth
from today’s $96 billion annual contribution.
The 2011 ATDC was held in Canberra on 13 October 2011.
It was attended by senior government, industry and
business figures, who gathered to discuss how to create an
‘appealing Australia now and into the future’.
Delegates were provided with an overview of Tourism
Research Australia’s State of the Industry report, as well
as progress updates on the National Long-Term Tourism
Strategy and the 2020 Tourism Industry Potential (these
initiatives were officially aligned in December 2011 under
the Tourism 2020 strategy).
A survey of delegates showed that 82 per cent of
respondents rated the overall event ‘good’ to ‘excellent’,
while 69 per cent indicated they would attend ATDC 2012.
A good majority of respondents – 73 per cent – rated the
topics covered at the ATDC and the relevance of content
‘good’ to ‘excellent’.
Unifying Vision
and Goal
Enabling
Achievement
One Team
Taking
Ownership
During the year, Tourism Australia expanded its Aussie
Specialist Program network in China to more than 6,000
registered travel agents. Aussie Specialist agents help
travellers with visa processing and complete training about
Australian tourism destinations and experiences.
Tourism Research Australia developed a range of visitor
satisfaction questions about the quality of Australian tour
experiences, tour guides, shopping and payment, which
were included in the International Visitor Survey in early
2012. Insights from this research will help the tourism
industry develop more tailored products and services for
the Chinese market.
In addition, The ‘Huang Ying Nin – Welcome Chinese
Visitors’ project was launched on 13 June 2012 to increase
the Australian tourism industry’s cultural awareness.
Australian Tourism Directions Conference
The annual Australian Tourism Directions Conference
(ATDC) is the peak tourism industry meeting, addressing
the long-term opportunities for tourism, its growing
economic value and other important issues. The
conference also reports on the state of the Australian
tourism industry and delivers research and insights.
The ATDC attracts leaders and decision makers from the
tourism industry as well as senior Australian Government
officials, academics and media. It plays an important role in
Following the event, Tourism Australia and the Department
of Resources, Energy and Tourism worked with state
tourism industry councils, and state and territory tourism
organisations to conduct industry briefings in Adelaide,
Brisbane, Byron Bay, Cairns, the Gold Coast, Hobart,
Melbourne, Sydney and Perth. The briefings attracted
almost 900 attendees from 1,200 registrations nationwide
and received excellent feedback, with 85 per cent of
respondents satisfied with the sessions. Two Northern
Territory briefings were also held in February 2012.
Tourism Australia Managing Director Andrew McEvoy and
Chairman Geoff Dixon address the 2011 Australian Tourism
Directions Conference
Tourism Australia aims to maintain the highest standards
of honesty and trustworthiness in its business and
personal dealings at all times.
It operates on the philosophy that ‘There’s nothing like
keeping it simple and doing it well!’ This philosophy is
based on the following principles:
• There’s nothing like getting value for money. Tourism
Australia’s staff are encouraged to treat every dollar as
if it was their own. This means being accountable in
managing money, planning work effectively, looking for
further efficiencies and achieving value for money in
everything they do
• There’s nothing like an enquiring mind. Staff are hungry
for knowledge and always looking for ways to improve
outcomes for Australian tourism. They are enthusiastic,
collaborative and creative thinkers and workers
• There’s nothing like sharing for success. For Tourism
Australia to achieve its goals, everyone needs to work
together cooperatively and professionally. Staff are
respectful and trusting of others, collaborate freely, focus
on the customer, and use their expertise and experience
to get the best possible results
Culture and engagement
Tourism Australia works with research organisation
Human Synergistics Australia to assess levels of workplace
culture and engagement every year. Eighty-nine per cent
of staff completed the survey this year, compared with
86 per cent in 2011.
Overall, the results of the 2012 survey were very
encouraging and showed that culture and engagement at
Tourism Australia has improved since 2011. Respondents
said the organisation has stabilised, is moving forward
with greater certainty and is progressing well in building a
more constructive culture. There was double-digit growth
across desirable, constructive behaviours and a doubledigit
drop in negative, passive and aggressive behaviours.
In addition, the staff engagement index increased from
69 per cent to 75 per cent and the role clarity index
increased from 79 per cent to 84 per cent.
42 Government Focus 2011-2012 ANNUAL REPORT 43