2002 - 2003 Annual Report - Tourism Australia

$1.4 billion.The state tourism organisations, along with
the tourism industry across Australia, were again most
generous in their support of this important program.
Partnerships
A positive, collaborative relationship with the Australian
tourism industry is central to the activities of the ATC.
This partnership continues to form a key platform for all
our activities, from trade shows to marketing programs,
with industry providing an additional $22 million for
marketing activities across the globe in 2002/03.
The ATC increased its commitment to consult and share
insights with the tourism industry this year, with a national
road show and forums being held with key players to gain
their input into our strategic direction.
Extensive consultation with industry on where the ATC
makes its greatest impact to inbound tourism also allowed
for the development of new Key Performance Indicators
for the Commission.This resulted in a set of corporate
objectives being developed that would support the
industry’s key priorities, such as increasing arrivals,
improving yield and encouraging dispersal.
Partnerships with government agencies are also being
developed with the Commission signing memoranda
of understanding with Austrade and the Department
of Education.
Strategic direction for the future
In tandem with the implementation of short term
strategies to lead recovery, the Commission has also
developed a strategy for the longer term, which will
ensure it delivers the greatest return for the Australian
tourism industry.
The key elements of this strategy are based on better
understanding our consumers, prioritising our markets,
keeping ahead of competitors and making the most of
our resources. External factors that continue to present
challenges for our industry include increased competition
from other destinations, inbound aviation capacity and
economic factors.
Our strategy for 2003 and beyond is to concentrate on
the 20 markets that deliver 90 per cent of all international
arrivals to Australia. Better prioritisation will allow the
ATC to focus resources in key markets and allocate
funds to key projects, such as new research and brand
development.This will help build a profitable and
sustainable future for our industry. Simultaneously, we are
looking at ways to better inoculate ourselves against future
risks so that, when and if unforeseen challenges do arise,
we have the strength and resilience to weather them.
In May 2003, the Federal Government released a medium
to long-term strategy for the tourism industry (Green
Paper) which presented options for a 10 year plan to steer
the Australian tourism industry through new circumstances
as they arise.We look forward to working with the
industry to progress this draft strategy to its next stage.
While our industry will continue to face many challenges,
we remain confident that the ATC, in partnership with
industry and government, will see the ongoing development
of a strong and prosperous inbound industry.
We are most appreciative of the support the Federal
Government continues to extend to the ATC and to the
industry. In this context, we are especially grateful to the
relevant Federal Ministers, the Hon. Ian Macfarlane and
the Hon. Joe Hockey.
The support extended by the state tourism authorities
has, as always, been strong and readily forthcoming.
We are most appreciative.
The Australian tourism industry – especially those who
have been actively involved in the inbound sector – has
been strong in its support and generous with its advice
during what has been a difficult period.
Finally, this most challenging year would have been much
more demanding had it not been for the strong
commitment and enthusiasm of the ATC board of
directors and the entire management team, in Australia
and overseas.
Nick Evers
Chairman
Ken Boundy
Managing Director
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