2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
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WESTERN<br />
HEMISPHERE<br />
Overview<br />
The Western Hemisphere markets include the UK, Europe, the Americas, Middle East and New Zealand.<br />
Overall, the Western Hemisphere showed resilience during a difficult year for global tourism.Visitor<br />
numbers from the UK increased and in a number of countries <strong>Australia</strong> grew market share in a declining<br />
long haul market.<br />
Many of these markets are now mature travel markets and the ATC’s marketing strategy in these<br />
regions is designed to gain greater insights into the consumer, their motivations and how to influence<br />
their purchase decisions.<br />
Working in partnership with the State and Territory <strong>Tourism</strong> Organisations and the <strong>Australia</strong>n tourism<br />
industry, activity is heavily supported by public relations and the Visiting Journalists Program.<br />
The ATC continues to enjoy mutually beneficial relationships with airline partners and major activities were<br />
undertaken across the region with Qantas, Singapore Airlines, United Airlines, Air New Zealand, Emirates,<br />
and other key carriers.<br />
The Year Ahead<br />
A positive sign for the Western Hemisphere market is the resumption of air services from key markets such<br />
as the USA, Europe and UK, as well as increased competition for the trans Tasman market, which will have<br />
many benefits for <strong>Australia</strong>.<br />
In the year ahead, the ATC will direct its focus towards better understanding the consumer and targeting<br />
those prospects who deliver both yield and dispersal opportunities. A greater emphasis will be placed on<br />
strengthening Brand <strong>Australia</strong> and differentiating <strong>Australia</strong> from other destinations and on meeting<br />
consumer’s changing needs and preferences.<br />
The ATC will no longer have a direct presence in South Africa, Latin America, Sweden and Denmark, but<br />
will provide strategic support as required and continue to service these markets through other channels.<br />
Activity in the Netherlands will be limited to providing trade support, and in Switzerland and the Middle<br />
East to developing specific opportunities presented by these markets.<br />
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