2002 - 2003 Annual Report - Tourism Australia

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Singapore Australia received a total of 261,600 visitors from Singapore in 2002/03, a decline of 12 per cent over the previous year. Singapore is Australia’s largest source market for arrivals from Asia (excluding Japan) and has a high level of repeat visitation.This presents unique challenges in the market and activity is focused on finding creative ways to entice visitors to keep returning. A number of initiatives were launched during the year to maintain interest in the destination and drive visitors to discover new regions across the country. Highlights and activities • The Celebrate Australia 2003 promotion was awarded Gold for the ‘Best Tourism Campaign’ and ‘Best Event Marketing Campaign’ at the Promotion Marketing Awards of Asia 2003 (PMAA 2003). • The Discover Australia campaign, launched in September 2002, was designed to give Singaporeans new reasons to visit Australia.The campaign aimed to drive traffic and interest during the low season. A television, newspaper and magazine advertising campaign was supported by a public relations program, including placement of editorial in key media including The Straits Times and Lianhe Zao Bao. The campaign resulted in a total of 1,591 bookings between February and April 2003. • Extending the Discover Australia theme, the ATC in conjunction with the STOs initiated and co-produced a nine-episode reality television game in prime-time on Singapore’s highest rating channel, Channel 8.The show was one of the highest rating programs for Singapore and the biggest production ever undertaken by Singapore’s MediaCorp TV and a National Tourist Organisation.The program generated in excess of $AUD25 million in publicity value over the two-month period. • The Aussie Specialist Program received strong support from key travel agency partners, with 12 new travel companies registering for the program in 2002/03. Since its launch in early 2001, a total of 142 agents from 26 travel agencies in Singapore have registered for the program. Print advertisement for Celebrate Australia in Singapore 18
Thailand Australia received a total of 75,500 visitors from Thailand in 2002/03, a decline of six per cent over the previous year. Thailand’s strongly performing economy resulted in high levels of interest for the outbound incentive market, with Australia well placed to secure business from this sector. Highlights and activities • Thailand is leading the growth in the incentive market to Australia with a total of 33 incentive groups visiting in 2002/03 from a variety of industries including insurance, automotive, pharmaceutical, and telecommunications. • The Free Style Australia campaign was launched on Australia Day in January 2003 and resulted in 1,500 enquiries by May 2003. • At the end of 2002/03, 85 agents had registered for the Aussie Specialist Program in Thailand. The Free Style Australia print campaign resulted in 1500 enquires from Thailand Australia – You’re Welcome A number of tourism marketing initiatives positioning Australia as a welcoming holiday destination were launched across Eastern Hemisphere markets to rebuild consumer confidence in travel and boost holiday bookings to Australia. The ‘Australia – You’re Welcome’ campaign promoted Australia as a friendly and welcoming destination, and reinforced one of Australia’s strongest attributes – its people. The promotion was rolled out across Singapore, Hong Kong, Korea, Malaysia, China, India,Taiwan and Japan.Advertisements in newspapers and magazines, as well as TV and radio commercials were supported by consumer competitions, media promotions and the Visiting Journalists Program. The new campaign was a result of the $10 million allocation of Federal Government funding to the ATC announced in June 2003. 19
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 18 and 19: Indonesia 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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