2002 - 2003 Annual Report - Tourism Australia

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Indonesia Australia received a total of 86,900 visitors from Indonesia in 2002/03, a decline of 8 per cent over the previous year. The Bali terrorist incident impacted on airline capacity and as a result arrivals declined during the peak holiday season. With stronger economic growth, the interest in incentive travel has increased among local Indonesian companies and Australia is a favoured destination. In 2002/03 contacts were developed with influential corporate organisations to capitalise on this trend. Highlights and activities • Two drama series showcasing Perth and Melbourne were filmed with Indika Film Entertainment and Indonesia Diva Drama. • A fashion shoot by leading women’s magazine, Femina, was hosted in Queensland and Victoria in November 2002. • A total of 27 travel agents registered for the Aussie Specialist Program in Indonesia, and training was conducted for 240 agents across four Indonesian cities. Celebrate Australia Celebrate Australia is a joint initiative between the Australian Tourist Commission, the Australian Trade Commission and the Australian High Commissions in Singapore, Malaysia and Hong Kong.The promotion features a month long celebration of Australian film, food, wine, fashion, arts & culture, education and contemporary lifestyle. More than 30 events, ranging from fashion shows, performing arts, film festivals, arts and cultural exhibitions, and wine and dine promotions are staged to showcase Australian style, creativity and capabilities. The Celebrate Australia initiative provides an excellent opportunity to promote Australia as a destination for business, education and leisure travel. Celebrate Australia promotions were held in Singapore, Hong Kong, Malaysia and China. 16
Malaysia Australia received a total of 142,400 visitors from Malaysia in 2002/03, a decline of 8 per cent over the previous year. Events such as the Bali bombings and SARS, coupled with airline capacity limitations, impacted on visitation numbers. The ATC aimed to increase Australia’s profile in this market through a series of marketing activities which included events, advertising and publicity.The industry supported the Aussie Specialist Program with an increase in the number of registered agents over the 12 month period. Highlights and activities • A sponsorship deal with the Astro cable television network saw Australia featured on Malaysian television for 13 weeks on the Chinese language channel Wah Lai Toi. The program was also promoted on local television station Channel NTV7 for eight weeks in April and May 2003. • The ATC worked with State and Territory partners to publish a 16-page supplement featuring the Six Senses of Travel – the five senses plus a ‘sense of freedom’ offered in Australia.The supplement was published in the leading English language newspaper Star. • The first phase of the Rediscover Australia campaign was launched in September 2002 targeting the Chinese-speaking group traveller market, including the family segment. • In 2002/03 the number of Aussie Specialist agents increased by 11 per cent to a total of 106 agents and 35 companies across Malaysia. The Rediscover Australia print campaign targeted the Chinese-speaking group traveller in Malaysia 17
Page 1 and 2: Australian Tourist Commission ANNUA
Page 3 and 4: Contents 2 Principles 4 Highlights
Page 5 and 6: OUR OBJECTIVES The Australian Touri
Page 7 and 8: australia.com australia.com deliver
Page 9 and 10: OUTCOMES • There were 4,655,800 v
Page 11 and 12: $1.4 billion.The state tourism orga
Page 14 and 15: Eastern Hemisphere Overview The Eas
Page 16 and 17: South East Asia Overview Offices in
Page 20 and 21: Singapore Australia received a tota
Page 22 and 23: North and North East Asia Overview
Page 24 and 25: China Australia received a total of
Page 26 and 27: Korea Korea continued to show growt
Page 28 and 29: WESTERN HEMISPHERE Overview The Wes
Page 30 and 31: United Kingdom Overview The UK demo
Page 32 and 33: Italy The ATC resumed its presence
Page 34 and 35: The Netherlands and Switzerland Bot
Page 36: New Zealand Overview New Zealand re
Page 40 and 41: Hemispheres The Hemispheres divisio
Page 42 and 43: Advertising and Design The Advertis
Page 44 and 45: International Media International M
Page 46 and 47: Food and Wine • Cooperative marke
Page 48 and 49: Trade Events The Trade Events depar
Page 50 and 51: Business Tourism The role of the AT
Page 52 and 53: Organisational Development The role
Page 54 and 55: Public Affairs The Public Affairs d
Page 56 and 57: Highlights and activities • An ed
Page 58 and 59: Conflicts of interest The Board has
Page 60 and 61: Directors of the Australian Tourist
Page 62 and 63: Management and Organisation Structu
Page 64 and 65: International visitor arrivals Visi
Page 67 and 68: Financial Reports 65
Page 69 and 70:
Statement by Directors For the year
Page 71 and 72:
Statement of Financial Position As
Page 73 and 74:
Schedule of Commitments As at 30 Ju
Page 75 and 76:
Notes to and forming part of the Fi
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Financial Instruments (cont.) 15b I
Page 95 and 96:
Glossary of Terms AACB Association
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ATC Offices - worldwide Sydney (hea
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2002 - 2003 Annual Report - Tourism Australia

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