2002 - 2003 Annual Report - Tourism Australia

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Highlights 2002/2003 Overseas visitor arrivals There were 4,655,800 visitors to Australia in 2002/03, a decrease of two per cent over the previous year. Given the global downturn in international and long-haul travel this is a good result and shows the beginnings of recovery following a year of ongoing difficulties for the tourism industry. Financial summary The Commission’s total revenue for the 2002/03 year was AUD$121.9 million. Government revenue was $99.9 million and revenue from cooperative industry activities and other sources was $22 million. Publicity generated by the Visiting Journalists Program The ATC hosted 1,027 print and broadcast journalists to Australia throughout the year through the Visiting Journalists Program, generating editorial coverage with a value in excess of AUD$1.4 billion. Tourism Ambassadors Program The ATC’s Tourism Ambassador program, which began last year with Ian Thorpe in Japan, gained momentum this year with the engagement of Megan Gale to promote Australia in Italy and five-time world champion surfer, Layne Beachley, to entice the youth market from the US. The ATC is currently working with potential new candidates who could fly the flag for Australian tourism in other markets. 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 4.7 5.1 4.8 4.6 1999/00 2000/01 2001/02 2002/03 Overseas Visitors Source: Australian Bureau of Statistics, Overseas Arrivals and Departures 3401.0 4
australia.com australia.com delivered over 42 million pages to consumers globally in 2002/03, an increase of 8 per cent on 2001/02. In March 2003 australia.com won the Travel & Tourism Web Award for Best Tourist Board against a field of international sites.The award was presented at the British Travel Trade Fair. A key feature of the site was the Ozplanner, a new interactive tool which was launched in the UK to help first-time visitors in planning their holiday to Australia. Megan Gale Award winning campaigns 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). Recovery Strategy Marketing programs, which aimed to rebuild inbound tourism to Australia following the Iraq conflict and SARS, exceeded targets. In New Zealand recovery campaigns delivered 35,000 bookings. Campaigns in the US delivered 18,500 bookings, and 17,500 were received as a result of campaigns in the UK. Layne Beachley 5
Page 1 and 2: Australian Tourist Commission ANNUA
Page 3 and 4: Contents 2 Principles 4 Highlights
Page 5: OUR OBJECTIVES The Australian Touri
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 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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