Understanding the Tourism Industry - SESSION 1 Workshops
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Small Business Development Corporation presents
Workshops
SESSION 1
Understanding the Tourism Industry
13 12 49
smallbusiness.wa.gov.au
Table of contents Test your tourism industry knowledge 2 The broader tourism industry 3 Who’s who in the Tourism Industry? 4 Top 10 ways to work with your RTO 8 The Australian Tourism Data Warehouse 9 Tourism Distribution 10 Industry Rates and Commissions 13 Are you export ready? 16 Tourism accreditation 17 Tourism industry research 18 Tourism subscriptions 19 Tourism Talk 20 Notes 22
Test your tourism industry knowledge
Note: Select only one answer for each question
1. What do the initials STO stand for?
Standard Travel Organisation
State Tourism Organisation
Single Tour Operator
2. What do the initials RTO stand for?
Regional Tourism Organisation
Remote Tour Operator
Rail Tour Operation
3. How many tourism regions are there in Western Australia?
Three Four Five Six
4. What would be a reasonable commission level payable to a tour wholesaler?
10 -15% 20-25% 25-30%
5. What do the initials ITO stand for?
International Tour Organisation
Inbound Tour Operator
International Travel Operation
6. What do the initials ATDW stand for?
Australian Tour Drivers Workforce
Average Travel Days Witnessed
Australian Tourism Data Warehouse
7. What does ATE mean?
Australian Tourism Exchange
Australian Tour Emergency
Australian Travel Emissions
8. To have your business listed on www.westernaustralia.com do you need to be accredited?
Yes No
9. Where would you find comprehensive market research on the WA tourism industry?
Tourism Western Australia
Local councils
Australian Bureau of Statistics
10. In the tourism industry what does ‘PAX’ stand for?
Passenger
Personnel
Passenger assistance required
Your result:
/10
2
The broader tourism industry
Tourism is a complex industry that involves a broad range of businesses, organisations
and government agencies working together at different levels to deliver a complete
tourism package. Each party in the chain contributes to the overall holiday experience
of the customer - from initial destination marketing through to the ground level
experience.
Each state and territory within Australia has its own government tourism agency
that works to promote Australia as a tourism destination internationally. Within each
state and territory there are a number of other organisations - the Regional Tourism
Organisations and Visitor Centres, that work with the local tourism industry, local
government and state organisations to develop and market tourism in their local area.
The tourism destination marketing hierarchy
Promotes Australia as a tourist
destination Tourism Australia
Promotes WA as a tourist
destination
Tourism Western Australia
Promotes one of 5 WA regions
as tourism destinations
Regional Tourism Organisations
Promotes their local region as
a tourism destination
Visitor Centres
Understanding how your business fits into the broader tourism industry and actively becoming a part of the chain
can help you by:
• Expanding your marketing reach and potentially attracting new customers
• Connecting with other tourism industry businesses and organisations
• Gaining valuable insights into the current state and future trends of the tourism industry
• Opening up new income streams
• Participation in educational program
3
Who’s who in the tourism industry?
Tourism Australia
Entity type: Federal Government Agency
Description: Promotes Australia as a tourism destination internationally and domestically, and
undertakes research and forecasts for the tourism industry.
What can they do for me?
• Supply latest industry statistics
• Keep you informed of marketing activities
• Leverage off marketing campaigns
• Keep you informed of industry news and updates
Is there a membership fee? NO
Where can I find out more? tourism.australia.com
Department of Resources, Energy and Tourism (RET)
Entity type: Federal Government Agency
Description: Promotes Australia as a tourism destination internationally and domestically, and
undertakes research and forecasts for the tourism industry.
What can they do for me?
• Supply latest industry statistics
• Administer tourism type grants, such as the TQUAL grant
Is there a membership fee? NO
Where can I find out more? ret.gov.au
Tourism Western Australia
Entity type: State Government Agency
Description: Promotes WA as an extraordinary holiday destination. Focuses on marketing
WA; developing, attracting and promoting major sporting, cultural and business events; and
developing significant tourism infrastructure and projects.
What can they do for me?
• Keep you informed of marketing activities
• Keep you informed of industry news and updates
• Showcase your business through the Australian Tourism Data Warehouse (ATDW)
Is there a membership fee? YES, there is a fee to join the WA Tourism Network
Where can I find out more? tourism.wa.gov.au
4Regional Tourism Organisations (RTOs)
Entity type: Not-for-profit organisation
Description: Five Regional Tourism Organisations (RTOs) operate in WA, each with the aim of
promoting tourism in their region.
What can they do for me?
• Keep you informed of marketing activities
• Work collaboratively to achieve greater marketing reach
• Keep you informed of industry news and updates
Is there a membership fee? MAYBE, it depends on the individual RTO
Where can I find out more?
1. Experience Perth
Perth office - (08) 9381 4900
www.experienceperth.com
2. Australia’s Coral Coast
Perth office - (08)9321 9111
www.australiascoralcoast.com
3. Australia’s Golden Outback
Perth office - (08) 9325 1511
www.australiasgoldenoutback.com
4. Australia’s North West
Broome office - (08) 9193 6660
Karratha office - (08) 9185 5455
www.australiasnorthwest.com
5. Australia’s South West
Bunbury office - (08) 9791 9197
www.australiassouthwest.com
Visitor Centres (VCs)
Entity type: Not-for-profit organisation
Description: Located throughout the state, provide information on the destination,
accommodation, attractions, activities, and tours in their local area.
What can they do for me?
• Work collaboratively to achieve greater marketing reach
• Networking opportunities
• Take local bookings for your product or service
Is there a membership fee? YES, you usually pay a membership fee and also commission
Where can I find out more? vcawa.com.au
5Tourism Council of Western Australia (TCWA)
Entity type: Not-for-profit organisation
Description: Lobbies government on issues identified by tourism operators and encourages
State policies that facilitate travel and the creation of business opportunities. Also
administer the Australian Tourism Accreditation program (ATAP).
What can they do for me?
• Help you to achieve better business practices through accreditation
• The opportunity to have your tourism voice heard
• Regular industry updates
• Networking opportunities
Is there a membership fee? YES
Where can I find out more? tourismcouncilwa.com.au
Perth Convention Bureau (PCB)
Entity type: Not-for-profit organisation
Description: Markets WA as a convention, exhibition and incentive travel destination.
What can they do for me?
• Gain access to marketing intelligence
• Networking opportunities
• Profile your own business to potential clients
Is there a membership fee? YES
Where can I find out more? pcb.com.au
Australian Tourism Export Council (ATEC)
Entity type: Not-for-profit organisation
Description: Represents the interests of inbound tour operators and acts as a lobby group
to governments, industry and the wider business community.
What can they do for me?
• Access to exclusive business to business workshops
• Opportunity to be a part of a leading national tourism voice
• Educational opportunities through ‘Export Ready’ workshops
• Access to an extensive industry database
Is there a membership fee? YES
Where can I find out more? atec.net.au
6Western Australian Indigenous Tourism Operators Committee (WAITOC)
Entity type: Not-for-profit organisation
Description: Represents Indigenous tourism in WA and provides advice and information to all
relevant State Government agencies, as well as the tourism industry.
What can they do for me?
• Lobbying support on individual operator and industry issues
• Networking and collaboration opportunities
• Keep you informed of industry news and updates
Is there a membership fee? YES
Where can I find out more? waitoc.com
Specialised tourism industry organisations
Australian Federation of Travel Agents (AFTA) afta.com.au
Australian Hotels Association (WA Branch) ahawa.asn.au
Australian Regional Tourism Network (ARTN) regionaltourism.com.au
Backpack WA backpackwesternaustralia.com
Bed & Breakfast / Farm-stay / Accommodation WA tacawa.com.au
Boating Industry Association of WA biawa.asn.au
Bus and Coach Association of WA mtawa.com.au
Caravan Industry Australia (Western Australia) caravanwa.com.au
Catering Institute of WA cateringinstitute.com.au
Charter Boat Owners Association of WA charterboatswa.com.au
Cycle Touring Association of WA Inc ctawa.asn.au
Events Industry Association eia.com.au
Forum Advocating Cultural and Ecotourism (FACET) facet.asn.au
Guides of Australia goa.org.au
Meetings Industry Association of Australia Limited meetingsevents.com.au
Pacific Area Travel Association (PATA) pata.org
Restaurant and Catering Association of WA restaurantcater.asn.au
Royal Automobile Club of WA (RAC) Inc rac.com.au
Taxi Council of WA tcwa.com.au
WA Hospitality and Tourism Industry Training Council wahtitc.com.au
Young Australian Tourism Association yata.com.au
Youth Hostels Association of WA yha.com.au
Wine Industry Association of WA winewa.asn.au
7Top 10 ways to work with your RTO
Activity Description Cost
Each RTO distributes regular e-newsletters to a database of 1000s consisting of
1 E-newsletters local WA residents, visitors and trade. If you have a new product, topical news or No
just something interesting to share you can submit a blurb.
Representatives from each RTO travel the world promoting their region to
2 Trade shows retail agents and tour wholesalers. For a small fee you can have your product Yes
represented in digital or paper form, depending on the trade show.
RTO representatives also visit key destinations to promote directly to consumers.
Consumer
3 shows
Once again you could have your product represented by paying a small fee for Yes
brochure distribution.
Often an RTO will partner with a local radio station or publication to offer a
4 Prizes regional prize package to consumers. You can get involved by donating an In kind
experience or product for the package.
Each RTO produces a comprehensive Holiday Planner of their region which details
Holiday
5 Planner
tours, activities, events, accommodation and destinations. You can participate Yes
individually or collaboratively by advertising.
Have you heard of ‘Winter Escapes’ and ‘Summer Escapes’? These are RTO
Seasonal
6 campaigns
produced publications designed to encourage WA locals to holiday at home. You Yes
can participate individually or collaboratively by advertising.
RTOs will often promote consumer specials during events such as Mother’s Day,
Specialised
7 campaigns
Valentine’s Day, Christmas and Easter. You can become involved by promoting a In kind
special or offering a prize.
Each RTO has a comprehensive web presence and is also active in the social media
8 Online space. You can pay for a business listing, or banner advertising, or submit stories, Yes
news, or images for distribution through social media.
Often media from around the world request information about a region, or the
9 Media / PR chance to experience what is on offer. You can participate by suggesting your In kind
product for these familiarisations.
If you cannot afford to participate in marketing campaigns on your own, then
10 Collaboration consider collaboration with other operators, or with your local Visitor Centre – Yes
power in numbers!
8The Australian Tourism Data Warehouse
The Australian Tourism Data Warehouse (ATDW) is the national platform for digital tourism
information on Australia.
The ATDW system is a central distribution and storage facility for tourism industry product
and destination information from all Australian States and Territories. This content is compiled
in a nationally agreed format and is electronically accessible by tourism business owners
(operators), wholesalers, retailers and distributors for use in their websites and booking
systems.
What are the benefits to operators?
There are a many benefits to tourism business owners when they join the Australian Tourism Data Warehouse
(ATDW).
• Massive distribution - ATDW contains over 60 travel websites including Tourism Western Australia’s consumer
website www.westernaustralia.com and Tourism Australia’s www.australia.com
• Operators only need to supply business information once, this then automatically gets distributed to multiple
partners
• Operators can control what information and images are displayed in their listing
What does an ATDW listing include?
• Direct links to your email and website
• Booking and contact details
• Promotion description up to 200 words
• Service description up to 125 words
• Digital images of your product - up to 4 plus 1 thumbnail
• PDF of your promotional brochure
• Detailed pricing information
• A Google Map location display
How do I get listed on the ATDW?
Tourism Western Australia’s membership program, the WA Tourism Network, enables accredited tourism businesses
to access the ATDW. By subscribing to the WA Tourism Network you can maximise the effectiveness of your
marketing dollars, by displaying your product on multiple websites for the price of one registration fee.
For more information visit www.tourism.wa.gov.au and www.atdw.com.au
9Tourism Distribution
Like most industries, being a part of the tourism industry requires you to have industry specific knowledge and
information to create and run a successful business. Understanding the distribution systems, recommended rates
of commission, and the roles of various booking agents is essential for a sustainable, profitable business. This
section has been designed to aid you in your understanding of the tourism industry.
To explain it simply, there are two ways of reaching potential clients:
1. Directly
You can target visitors directly through advertising, brochure distribution, website, social media, client referrals
etc...
2. Indirectly
Another way to promote your business is through a third party (indirectly) by using tourism distribution channels
such as retail travel agents, wholesalers and inbound tour operators.
The tourism distribution channel
A TOURIST has seen footage of beautiful Western Australia on the TV and heard about it through his
friends. He decides to find out more…
Tourist visits his local RETAIL TRAVEL AGENT to enquire about WA, ends up booking a thorough 8 week
adventure including accommodation, tours and activities…
Travel agent plans a comprehensive WA itinerary through the brochure of a TOUR WHOLESALER and
then proceeds to book all tour options through them…
The Tour Wholesaler contacts an INBOUND TOUR OPERATOR (ITO) to book each individual element of
the tour itinerary, such as accommodation and tours…
The Inbound Tour Operator contacts individual LOCAL TOUR OPERATORS to book accommodation and
tours directly.
10What is a Retail Travel Agent?
Retail travel agents sell travel services directly to customers and act on their behalf to book and purchase holiday
packages, travel, accommodation, tours and so on. It is not feasible for small Retail Travel Agencies around the
world to have specific information and up-to-date rates for every tour operator in Western Australia. To source this
information they go to Tour Wholesalers who literally wholesale tour products.
Fast facts:
• Retail Agents are a one-stop travel shop as they can assist
customers with several travel queries and make all bookings at
the one location.
• Operators rarely deal directly with a Retail Travel Agent; instead
they go through a Tour Wholesaler or an Inbound Tour Operator.
• Local Visitor Centres can also be considered as retail agents.
What is a Tour Wholesaler?
Tour Wholesalers operate in a very similar way to wholesalers in other industries. But, instead of supplying tangible
products they supply touring options including travel, accommodation, and tours. A Tour Wholesaler supplies
to Retail Travel Agents, they DO NOT sell directly to consumers. Wholesalers link individual tourism operators
with retailers. They consider what type of tour program would appeal to a particular market and promote that
accordingly.
Fast facts:
• Tour Wholesalers package products together. Wholesalers are able to achieve lower prices because of the
volume of business and exposure they generate.
• National and international Tour Wholesalers will mostly turn to a local, WA based, Inbound Tour Operator to book
specific touring options.
• Tour Wholesalers specialising in WA products will deal directly with tourism operators.
• Every wholesaler will have a different price for operators to participate in their programs.
• Wholesalers will rarely include a product in their brochures that doesn’t have a proven track record.
Benefits to Operators of being included in a Wholesale Program:
• A comprehensive brochure is produced and distributed to travel agents in Australia, and often overseas and an
industry launch is usually held to promote the brochure.
• The Wholesaler’s representatives will conduct sales calls on retail travel agents to promote the program and
operators in it.
• Wholesalers have computerised, often global, reservation systems to record bookings.
• Familiarisation visits for the retail industry and media are conducted to give staff an opportunity to experience
the product first hand.
• Wholesalers undertake advertising campaigns aimed at both consumers and retail travel agents.
11What is an Inbound Tour Operator?
Inbound Tour Operators are Australian based businesses that specialise in developing programs and itineraries
for distribution through overseas travel distributors. ITOs are a vital link between Australian tourism products and
the overseas travel distributors that buy them, including travel wholesalers, direct sellers, travel agents, meeting
planners and event planners.
An ITO provides consultation on itinerary planning and product selection, and coordinates the reservation,
confirmation and payment of travel arrangements on behalf of their clients by working with overseas travel
companies and with Australian tourism products. They bring the components of accommodation, tours, transport
and meals together to create an itinerary.
Benefits to Operators of using an Inbound Tour Operator:
• Inbound tour operators conduct a number of activities to attract the
interest of overseas wholesalers and retail agents, and to make them
aware of the services and products in Western Australia.
• They create individually tailored packages eg. farm-stay, self-drive,
nature-based tourism, special events, etc
• They attend trade workshops, missions and shows.
• They provide international exposure for your product.
The Australian Tourism Export Council (ATEC) can provide members with a list of ITOs and the markets in which
they operate. For contact details see page 6.
What are the different inbound markets?
Inbound tour operators put together different tourism products to create packages to suit the needs of different
inbound markets. These include:
Fully independent traveller (FIT)
This individual traveller buys from a wholesale brochure or buys a specially tailored itinerary.
Group inclusive tour (GIT)
Group travellers also buy from a wholesaler’s brochure or have a specially tailored itinerary created to suit their
needs.
Incentive traveller
Many businesses reward performance by providing travel rewards to employees as incentives. These travel
arrangements usually require a tailor made product that is at the top-end of the market.
Convention traveller
Conventions involve the movement of large numbers of people and inbound operators can develop pre and post
convention tours.
12Industry Rates and Commissions
Some tourism operators believe that they save money by not paying commission to third party sellers. But, here’s
another way to look at it - what do you lose by not paying commission?
Consider these simple questions...
• Is your website ranking highly and are you generating great international bookings directly?
• Are you consistently full and happy with the way your business is performing?
If you answered yes to both these questions, then CONGRATULATIONS! Maybe you don’t need to branch into the
tourism distribution channels as you seem to be doing very well on your own. If you answered NO to the ques-
tions above, then maybe another sales avenue could be beneficial to you.
Retail Travel Agents, Tour Wholesalers and Inbound Tour Operators can open up new markets for you in a very
cost effective way. But, they need to get paid. Commission is usually the major source of revenue for retail travel
agents, wholesalers, inbound operators and visitor centres. Tourism operators need to understand how commis-
sions are divided between the different levels of sellers and allow for the payment of commission in their prices.
Tourism operators do find difficulty in justifying the commission required by some agents, yet the costs in ac-
cessing these markets are generally beyond the reach of small operators, for example, it can cost up to $10,000 to
attend just one international tourism trade show.
You need to weigh it up – do you want to open up new markets, if the answer is yes, then the most cost effective
way to do this is through the commission structure.
How much commission should I pay?
The level of commission varies depending who sells your product and which distribution method is used. For ex-
ample, you will pay less working directly with a Visitor Centre than working with an International Tour Wholesaler.
Here are the average commission levels payable to third party sellers.
Third party seller Average commission You don’t have to pay commission,
Travel agents / Visitor Centres 10% - 20% it is your choice. But, if you don’t pay
commission you cannot expect promotion
Tour Wholesalers 25% - 30% or sales from third party sellers.
Inbound Tour Operators 25% - 30%
13Where does this commission go?
You pay an INBOUND TOUR OPERATOR (ITO) 30% comission directly 30%
The ITO keeps 10% and gives 20% to a TOUR WHOLESALER 10% 20%
The Tour Wholesaler keeps 10% and gives the remaining 10% to the
RETAIL TRAVEL AGENT
10%
The RETAIL TRAVEL AGENT retains the 10% commission 10%
Calculating the correct commission
To calculate gross rate Gross rate third parties
Commission level Net rate of product
divide the net rate by... will sell tour for
10% Example: $180 0.90 $200
15% Example: $180 0.85 $212
20% Example: $180 0.80 $225
25% Example: $180 0.75 $240
30% Example: $180 0.70 $257
Diversifying your income stream
“Don’t put all your eggs in one basket” is a common phrase for
investing, but it also applies to your business income. Diversifying Direct
your income stream is a great way to protect your business against
Sales sales
the unknowns such as a downturn in the market or loss of a major through
third party seller. ITO Sales
through
It is a good idea to spread your sales through avenues such as Local VC
wholesalers, inbound tour operators, direct bookings, retail agents
and Visitor Centres. Direct sales will give you instant money and help
your cash flow. Tour wholesalers sometimes take 4 to 8 weeks to pay
an invoice which may impact on your cash flow.
CASHFLOW
14Exa mple wholesale rate sheet for a tour operator
NAME OF YOUR BUSINESS
Confidential net rates for (insert name of third party seller)
Valid from 1 April 20xx to 31 March 20xx
Note: All rates include GST
Name of tour / departure NET Rate
Passenger type GROSS Rate
time / duration (less 20% commission)
City sigtseeing Adult $180.00 $225.00
Departs at: 8am Concession $160.00 $200.00
Duration: Full Day Child (4-16 yrs) $112.00 $140.00
Sunset cruise Adult $140.00 $175.00
Departs at: 6pm Concession $120.00 $150.00
Duration: 4 hours Child (4-16 yrs) $60.00 $75.00
Exa mple wholesale rate sheet for an accommodation provider
NAME OF YOUR BUSINESS
Confidential net rates for (insert name of third party seller)
Valid from 1 April 20xx to 31 March 20xx
Note: All rates include GST
Room Type and Breakfast NET Rate
Room features (less 20% GROSS Rate
check in details included commission)
Suite, with spa • King bed
Check in: 2pm • Spa
Check out: 10am • Air conditioning
• Broadband
YES $300.00 $375.00
• Mini bar
• TV / DVD / Cable
• Tea/Coffee
Standard room • Air conditioning
Check in: 2pm • Mini bar
Check out: 10am • TV / DVD / Cable YES $200.00 $250.00
• Tea/Coffee
Note:
• Net rate = rate excluding commission, this is the price that you receive after commission.
• Gross rate = rate inclusive of commission, the price charged to the consumer. This is the rate that
should be used for all marketing. This rate should not differ whether you are selling directly to the
consumer, or through a wholesale distributor.
15Are you export ready? Retail Travel Agents, Tour Wholesalers and Inbound Tour Operators are on the lookout for quality products that they can package and sell. Answer the questions below to determine if your product is ‘export ready’, the more ‘yes’ answers you can give the closer you are to working with international distributors. Have you been operating for at least 12 months? Yes No Can you provide quick confirmation of a booking? Yes No Do you fully understand the concept of commission and net rates? Yes No Do you fully understand the roles within the tourism distribution channels? Yes No Is your product reliable with consistent opening times and regular schedules? Yes No Do you understand the cultural needs of different markets? Yes No Is your pricing consistent across all levels of distribution? Yes No Are your rates set for at least 12 months in advance? Yes No Is it easy to make a booking with you via e-mail, phone or fax? Yes No Is there a demand for your product from overseas markets? Yes No Have you identified which international markets your product appeals to? Yes No Do visitors from this market already visit your region? Yes No Can you always deliver what you promise in your brochure and website? Yes No Do you attend industry briefings and updates? Yes No Have you considered joining the Australian Tourism Export Council (ATEC)? Yes No Can your product be packaged with other products? Yes No Do you have a credit management system in place? Yes No Do you monitor your cash-flow? Yes No Are you an accredited business? Yes No Is your public liability insurance relevant and up-to-date? Yes No 16
Tourism accreditation
Tourism accreditation provides consumers and the industry with an assurance that a
tourism operator is committed to quality business practices and professionalism. The
accreditation tick advises consumers that your business is committed to high quality
systems, procedures and standards.
Why is tourism accreditation important?
• Promotes a national minimum standard of operations to be met by tourism operators and businesses
• Gives consumers the opportunity to make an informed and confident choice about the legitimacy and quality
of a tourism product
What is the Australian Tourism Accreditation Program?
The Australian Tourism Accreditation Program (ATAP) is a business development program that is based on Quality
Assurance principles. The program focuses on developing professional management systems that will lead
to reliability, consistency and predictability in the operation of the business, which in turn results in improved
customer service and satisfaction.
The Program addresses many of the issues that are covered in the development of a business plan but also
focuses on those key elements that are part of the day to day function of any tourism operation. It encourages a
business to:
• Plan how their business will function
• Check that customer expectations are being met
Who delivers the ATAP in WA?
In Western Australia the ATAP is delivered by Tourism Council WA.
For more information visit www.tourismcouncil.com.au
WA Tourism Network
From the 1st July 2010 businesses must be accredited to be eligible to participate in Tourism WA services such as
WA Tourism Network membership, brochure display at the Western Australian Visitor Centre in Forrest Place, and
other cooperative marketing opportunities such as familiarisations and visitor journalist programs.
To find out more about the WA Tourism Network visit www.tourism.wa.gov.au
17Tourism industry research
Did you know that there is a wealth of up to date statistical
tourism information readily available for you to analyse?
You just need to know where to find it?
Tourism Research Australia
Tourism Research Australia provides statistics, research and analysis to support industry development, policy
development and marketing for the Australian tourism industry. Tourism Research Australia is a branch of the
Department of Resources, Energy and Tourism.
For more information visit www.ret.gov.au
Tourism Australia
Tourism Australia provides research services to the industry through consumer and market insights, plus tourism,
aviation and economic analysis. They are responsible for identifying and understanding the needs and drives for
consumer segments that give the greatest return on investment. Tourism Australia also produce relevant and
timely analytical research on inbound and domestic tourism markets, including analysing and communicating
trends in global and domestic tourism and identifying new and high-yield markets.
For more information visit www.tourism.australia.com
Tourism Western Australia
Tourism WA’s Research department collates a wide range of research and statistics on Tourism in Western Australia
including the latest market visitation details, information on our key inbound tourism markets and data on the
value of tourism.
For more information visit www.tourism.wa.gov.au
Australian Bureau of Statistics
The Australian Bureau of Statistics (ABS) produces statistics on a range of tourism related activities. Their tourism
program undertakes a strong coordination role, working in partnership with key clients to ensure the availability of
a suite of tourism statistics that meet the broad needs of users.
Tourism data produced by the ABS are used to assist in economic and policy formation relating to tourism, to
measure the size and structure of tourism related industries, to allocate state government funding to regional areas,
and for local government planning and investment.
For more information visit www.abs.gov.au
18Tourism subscriptions
To stay up to date with what is happening in the tourism industry you can subscribe
to a variety of e-newsletters. The list below details some of the larger organisations
and government bodies that provide free regular information; if you subscribe to
any industry specific groups you may also receive their updates.
Most of the e-newsletters detailed below will also let you promote new tours, events, positions vacant or other
‘newsworthy’ information relating to your business.
Talking tourism
Tourism Western Australia’s weekly Talking Tourism e-Newsletter covers the latest news, updates, events,
marketing initiatives and products for the Western Australian tourism industry and stakeholders.
To subscribe visit www.tourism.wa.gov.au
Innovations
Innovations is a monthly newsletter designed to inform the travel media about new tourism product and
destinations in Western Australia. Covering tours and attractions, accommodation, entertainment, destinations
and events, Innovations is an excellent source of news about tourism in Western Australia.
To subscribe visit www.tourism.wa.gov.au
Essentials
Tourism Australia’s Essentials newsletter contains reports on upcoming marketing opportunities; what’s new in
Australian tourism; statistics and analysis; global tourism trends and developments; and special industry offers
and opportunities.
To subscribe visit www.tourism.australia.com
Newsletter templates
Tourism Australia have produced a selection of 12 e-newsletters that have been created for industry use. You can
customise this e-newsletter template with your own content, link to a personalised postcard and send to clients
or other stakeholders. The template leverages the ‘There’s nothing like Australia’ campaign look-and-feel.
For more information visit www.tourism.australia.com
19Tourism Talk
AAA Australian Automobile Association
ABS Australian Bureau of Statistics
AFTA Australian Federation of Travel Agents
AHA(WA) Australian Hotels Association (WA)
ASCOT Australian Standing Committee on Tourism
ATE Australian Tourism Exchange
ATDW Australian Tourism Data Warehouse
ATEC Australian Tourism Export Council
ATIA Australian Tourism Industry Association
ATOA Australian Tour Operators Association
B&B Bed and Breakfast
BTR Bureau of Tourism Research (based in Canberra)
CASA Civil Aviation Safety Authority
CIA(WA) Caravan Industry Association Western Australia
CRS Central Reservation System
DEC Department of Environment and Conservation
EAA Ecotourism Association of Australia
FACET Forum Advocating Cultural and Ecotourism
FAMILS Familiarisations
FCHA Farm and Country Holidays Association
FIT Fully independent traveller
FOC Free of charge
GIT Group inclusive tour
GSA General Sales Agent
IATA International Air Transport Association
20Tourism Talk
ITB International Travel Bourse (held in Berlin)
ITO Inbound tour operator
IVS International Visitor Survey
MIAA Meetings Industry Association of Australia
MICE Meetings Incentives Conventions & Exhibitions
NVS National Visitor Survey
PATA Pacific Asia Travel Association
PAX Passengers
PCO Professional conference organiser
PCB Perth Convention Bureau
RET Department of Resources, Energy & Tourism
RTO Regional Tourism Organisation
STCRC Sustainable Tourism Cooperative Research Centre
STO State Tourism Organisation
TABS Travel Australia Business Show
TCWA Tourism Council Western Australia
TGA Tour Guides Association
VCAWA Visitor Centre Association of WA
VFR Visiting friends and relatives
VJP Visiting Journalists Program
TA Tourism Australia
TRA Tourism Research Australia
TWA Tourism Western Australia
WTO World Tourism Organisation
YHA Youth Hostels Association
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