Working with Tourism Australia - Tourism Whitsundays
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Working with
Tourism Australia
Working with Tourism Australia | 1
Contents Welcome.......................................................................................3 Our strategy.................................................................................4 Tourism 2020...............................................................................4 Target markets.............................................................................5 Research and insights.................................................................6 Marketing resources...................................................................8 Promoting your product.............................................................8 Social media.............................................................................. 10 Aussie Specialist Program....................................................... 12 Business Events Australia....................................................... 14 Industry events and webinars................................................ 15 Industry development and advice......................................... 16 Connect and keep in touch..................................................... 19 Working with Tourism Australia checklist........................... 20
Welcome
Together we can show the world why ‘There’s Nothing
like Australia’.
Which is why we work hard at creating opportunities
for you to promote your business to the world.
Throughout this guide you’ll be introduced to a range of
resources that can help your business.
Whether you’re just starting to get ready for inbound
tourism and trying to understand key inbound markets;
or if you’re more established and want to make your
marketing impactful and start sharing your product
with the world.
We’re here to help you succeed and we look forward to
working with you.
Yours sincerely
John O’Sullivan
Managing Director
Tourism Australia
Working with Tourism Australia | 3
Our Strategy Tourism 2020
›› Tourism Australia is the Australian Government agency responsible ›› Under ‘Tourism 2020’, Australia’s national strategy to enhance
for attracting international visitors to Australia for both leisure and growth and competitiveness in tourism, the industry aims to
business events. increase annual overnight visitor expenditure to more than $115
billion by 2020.
›› Our activities include advertising and consumer promotions, public
relations and media programs, trade shows and industry programs, ›› Tourism Australia works with the tourism industry and governments
online communications and consumer research. across Australia to achieve the Tourism 2020 goals.
Find out more at www.tourism.australia.com/aboutus ›› All state and territory tourism organisations have adopted the
Tourism 2020 goals as a base for their own strategies.
Find out more at www.tourism.australia.com/2020
TOURISM 2020 - PROGRESS TO DATE
$140 bn
Overnight visitor expenditure ($ billions)
$ 115 bn
103.2
97.1
94.5 (as at 30 June 2017)
85.5
80.4
77.2
70.0 71.8 74.5
national
long term
tourism tourism setting the seeing the looking
strategy 2020 foundation results beyond 2020
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Figure 2: Progress against the Tourism 2020 goal and Tourism Australia’s 2016/17 spend goal
4 | Working with Tourism Australia
target markets
Tourism Australia focuses the majority of its resources on the markets
which represent the greatest potential.
EUROPE GREATER CHINA
UNITED KINGDOM CHINA
GERMANY FRANCE ITALY
HONG KONG
SOUTH KOREA
JAPAN
MALAYSIA
NORTH AMERICA
USA
CANADA
INDONESIA
BRAZIL
INDIA
SINGAPORE
NEW ZEALAND
MARKET VALUE BY 2020
Worth over 5b by 2020 Worth over 2.5b by 2020 Worth over 1b by 2020 Rest of World
BUSINESS EVENTS FOCUS
Incentive Association
Working with Tourism Australia | 5
Research and Insights UNITED STATES OF AMERICA
MARKET PROFILE
CHINA
MARKET PROFILE
Market overview Market overview
In 2016, the United States of America (USA) was Australia’s fourth largest inbound $4.5-5.5bn In 2016, China was Australia’s second largest inbound market for visitor arrivals Up to $13bn
market for visitor arrivals, the third largest market for total visitor spend and fourth for Potential to be and largest market for total spend and visitor nights. Potential to be
visitor nights. worth by 2020 worth by 2020
Key importance factors for holiday destination choice1
Market Profiles
Key importance factors for holiday destination choice1
Safety and security 40%
Safety and security 47%
711,400 World class nature 40% 1,199,000
Good food and wine 37% Visitor arrivals3 Visitor arrivals3
Good food and wine 35%
Aquatic and coastal 32% (á 16 per cent) (á 17 per cent)
Aquatic and coastal 35%
World class nature 32%
Value for money 27%
Value for money 31%
›› Tourism Australia publishes profiles on each of the international Aviation routes from the USA to Australia2
San Francisco
Chicago
New York
Holiday פ
43%
Visiting friends
& relatives פ
25%
Aviation routes from China to Australia2
CHINA
Chongqing
Xi'an
Beijing
Nanjing
Qingdao
Shenyang
Holiday פ
55%
Visiting friends
& relatives פ
19%
Singapore Atlanta Wuhan
markets we target providing information on market performance,
Los Angeles Dallas/Fort Worth Chengdu Changsha
Shanghai
Houston Middle East Hangzhou
Fuzhou
Guangzhou Xiamen
Honolulu Kunming Shenzhen Cairns
Asia
(Seasonal)
Business פ
Other ◊§ ‡ Hong Kong Business ◊§ Education ◊§
20% 12% Brisbane 7% 13%
aviation development, business events activity, the travel distribution
Brisbane (18 fpw) (9 fpw)
Sydney (74 fpw) Perth (4 fpw)
$9.2bn
Sydney
Melbourne (20 fpw) Auckland
$3.7bn Singapore
Adelaide
(2 fpw)
Melbourne (56 fpw)
(79 fpw)
Total spend4 Total spend4
(á 7 per cent) (á 11 per cent)
system and consumer insights.
fpw: flights per week
fpw: flights per week
Which airlines3 do visitors from the USA use to travel to Australia? *4 **4 *4 **4
Which airlines3 do Chinese visitors use to travel to Australia?
Airline 2012 2013 2014 2015 2016 23
nights
11
nights
Airline 2012 2013 2014 2015 2016
43
nights
9
nights
Qantas Airways 35% 32% 31% 28% 24%
China Southern Airlines 21% 19% 21% 21% 21%
United Airlines 19% 18% 15% 15% 14% Average nights Median nights Average nights Median nights
China Eastern Airlines 15% 16% 14% 14% 15% stayed◊ stayed◊
Air New Zealand 6% 8% 8% 9% 9% stayed◊ stayed◊
Cathay Pacific Airways (HK) 16% 15% 13% 14% 11%
›› These market profiles are a good resource if looking to target new
Virgin Australia 10% 10% 9% 8% 8%
Qantas Airways 12% 11% 11% 11% 11%
Delta Air Lines 7% 7% 8% 6% 6% Oct-Jan and May-Jun
Jan-Mar and Oct-Nov Air China 11% 9% 9% 9% 9%
American Airlines 0% 0% 0% 0% 5% Booking peak period Booking peak period
Jetstar (Australia) 2% 3% 4% 5% 5%
Jetstar (Australia) 3% 3% 3% 4% 4%
Singapore Airlines 5% 5% 6% 5% 4%
Emirates 2% 3% 3% 3% 3% Oct, Jan-Feb and Jul-Aug
Dec-Mar and Jul Xiamen Air 0% 0% 0% 0% 3%
markets or if you are preparing for a trade event/mission.
Others 18% 21% 24% 25% 27% Travel peak period Travel peak period
Others 18% 21% 23% 21% 21%
Business Events
Business Events
Tourism Australia focuses on the association and incentive sectors in North America, recognising that international incentive events
and international conferences bring high economic value to Australia. Sydney, Melbourne and Brisbane continue to be the best known Tourism Australia focuses on the incentive sector in China, recognising that these events bring high economic value to Australia. Direct
Australian destinations in the North America association market. For more information on current trends in market and information on selling, finance/insurance, healthcare and IT are the key industries for outbound incentive groups from China. For more information on
North America’s business events distribution system, view the dedicated Business Events Market Profile for North America at current trends in market and information on China’s business events distribution system, view the dedicated Business Events Market Profile
www.tourism.australia.com/statistics/market-profiles.aspx for China at www.tourism.australia.com/statistics/market-profiles.aspx
Find out more here www.tourism.australia.com/marketprofiles
Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: the midpoint length of stay for which 50% of visitors stay less and 50% stay longer.◊ Data refers to
an average of 2012-2016. § Refers to share of arrivals of respective purpose. ‡ Other includes education, employment and others. Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: the midpoint length of stay for which 50% of visitors stay less and 50% stay longer. ◊ Data refers to an
Department of Infrastructure and Regional Development, December 2016. 3. Department of Immigration and Border Protection, December 2016. 4. Tourism Research Australia, International Visitor average of 2012-2016. § Refers to share of arrivals of respective purpose. Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Department of Infrastructure and Regional Development,
Survey, December 2016. December 2016. 3. Department of Immigration and Border Protection, December 2016. 4. Tourism Research Australia, International Visitor Survey, December 2016.
1 UNITED STATES OF AMERICA Market Profile 2017
To read the full Market Profile visit www.tourism.australia.com/statistics/market-profiles.aspx 1 CHINA Market Profile 2017
To read the full Market Profile visit www.tourism.australia.com/statistics/market-profiles.aspx
International Market Updates
›› The International Market update is published biannually providing International International
Market Update Market Update
an update on the performance of our target markets. Tourism Australia’s International Market Update provides an update to industry on the current
state of international tourism for Australia. The report contains Australian Bureau of Statistics
data and the latest International Visitor Survey data up to March 2016, in addition to various other
secondary sources which are referenced throughout.
Tourism Australia’s International Market Update provides an update to industry on the current
state of international tourism for Australia. The report contains Australian Bureau of Statistics
data and the latest International Visitor Survey data up to March 2016, in addition to various other
secondary sources which are referenced throughout.
June 2016 June 2016
›› These also highlight any changes to the distribution and aviation 2016 KICKS OFF WITH CONTINUED RECORD BREAKING GROWTH
>> The>Australian>Bureau>of>Statistics>(ABS)>showed>that>
there>were>7.7>million>short>term>visitor>arrivals>to>
New Research Publication
Tourism>Research>Australia>(TRA)>published>the>‘Tourism>Satellite>
reach>of>over>22>million>people.>Satisfaction>with>Dreamtime>was>
high>with>94>per>cent>of>international>buyers>stating>they>were>
‘satisfied’>to>‘extremely>satisfied’>with>the>event,>and>95>per>cent>
saying>they>were>more>likely>to>send>business>to>Australia>as>a>
result>of>attending>Dreamtime.
Highlights>from>the>Marketing>and>Communications>strategy>
for>BEA>to>date>in>2016>include>the>delivery>of>a>new>association>
focussed>magazine,>Australia>Innovates,>as>well>as>over>150>pages>
of>editorial>content>for>Australia>in>international>publications,>and>
six>media>visits>to>Australia.
Australia>in>the>12>months>ending>March>2016,>an> Account>2014-15’)>in>April>2016.>The>report>provides>an>overview>of>
space, and highlight activity taken place within the previous quarter.
increase>of>nine>per>cent>compared>to>the>previous> the>economic>contribution>of>the>tourism>sector>to>the>Australian> For>more>information>about>BEA’s>activities>click>here.
year. economy.>In>2014-15,>direct>tourism>Gross>Domestic>Product>(GDP)>
was>up>by>five>per>cent>reaching>$47.5>billion>and>tourism’s>share>
>> The>latest>International>Visitor>Survey>(IVS)>results> of>total>GDP>increased>(up>0.2>percentage>points)>to>three>per>cent.>
For>the>same>period,>direct>tourism>employment>was>up>by>six> Tourist arrivals to Australia (rolling annual) and monthly percentage change on previous year
showed>that>international>expenditure>for>the>
per>cent>to>580,800>people>working>in>tourism>related>roles.>Total>
12>months>ending>March>2016>grew>17>per>cent,> tourism>consumption>in>Australia>was>up>four>per>cent>to>$121.2>
reaching>a>total>of>$37.9>billion. billion>in>2014-15.>Click>here>for>the>full>report. British Lions tour of ICC Cricket World Cup
Grounding of flights due to Australia Jun-Jul 2013 Feb-Mar 2015
Chilean ash cloud June 2011
›› They also provide a forecast of activity scheduled to take place in the
Escalating growth in international arrivals and expenditure Global consumer confidence 7,900,000
Ashes Series
20%
continues The>latest>Nielsen’s>Consumer>Confidence>report>(Q1,>2016)>shows> Reverse impact from Dec 2013
declines in arrivals out
International>arrivals>to>Australia>increased>nine>per>cent>in>the>12> that>global>consumer>confidence>was>stable,>up>one>index>point>
of NZ during RWC 2011
months>to>March>2016.>While>arrivals>from>the>majority>of>markets> to>98>from>the>fourth>quarter>of>2015.>In>the>USA,>consumer> Flooding and Cyclone Yasi 15%
grew>in>the>year>ending>March>2016,>some>markets>were>flat>or> confidence>remained>strong>with>declines>in>unemployment>and> in Queensland in February 2011
showed>declines;>Brazil>(down>six>per>cent),>Indonesia>(down>one> sound>wage>growth.>Across>Asia,>India>and>Indonesia>stood>out>as> 7,400,000
following quarter.
per>cent)>and>Italy>(down>two>per>cent).>The>boost>in>direct>aviation> buoyant>growth>markets,>while>confidence>declined>in>Hong>Kong> 10%
capacity>continues>to>benefit>arrivals>from>Japan,>up>10>per>cent>in> and>Japan.>In>Europe,>the>majority>of>advanced>economies>recorded>
the>last>12>months>(and>up>27>per>cent>in>the>first>quarter>of>2016).> confidence>declines>due>to>geopolitical>issues.>Click>here>for>the>full>
report.
The>Leisure>segment>remains>strong>with>Holiday>arrivals>up>16>per> 5%
cent>and>Visiting>Friends>and>Relatives>(VFR)>arrivals>up>three>per> 6,900,000
cent>over>the>12>month>period.>Robust>growth>in>Holiday>arrivals> Business Events Update
was>recorded>in>many>markets>in>the>year>ending>March>2016,>with> Business>Events>Australia>(BEA)>continues>to>support>Australian>
0%
double>digit>increases>of>32>per>cent>in>China,>21>per>cent>in>Hong> industry>and>raise>awareness>for>Australia>in>the>international>
Kong,>24>per>cent>in>South>Korea,>13>per>cent>in>Malaysia,>16>per> incentive>and>association>sectors,>with>activity>to>date>including;>
›› These updates are found within the Markets section of the corporate
cent>in>Singapore,>16>per>cent>in>the>UK>and>24>per>cent>in>the>USA. hosting>the>Australia>stand>at>IMEX>Frankfurt,>Germany>(19-21> 6,400,000
April);>Associations>World>Congress>in>Berlin>(10-12>April);>SITE> -5%
Overall>visitor>expenditure>was>positive>in>the>12>months>to>March>
Americas>Summit>in>Colorado,>USA>(31>Mar-3>Apr);>Incentive>Travel>
2016,>up>17>per>cent>with>an>additional>$5.4>billion>in>expenditure>
Exchange>in>Las>Vegas,>USA>(2-5>March);>Asia-Pacific>Incentives>
compared>to>the>previous>year,>reaching>$37.9>billion.>China>
and>Meetings>Expo>in>Melbourne>(AIME,>21-22>Feb);>and>PCMA>
continues>to>be>the>strongest>performing>market,>up>38>per>cent> -10%
Convening>Leaders>Conference>in>Vancouver,>Canada>(Jan-16).
to>reach>$8.9>billion>in>the>year>ending>March>2016.>Expenditure>
website.
5,900,000
by>Japanese>visitors>recorded>strong>growth,>up>10>per>cent>in> The>educational>programme,>run>by>BEA>in>partnership>with> Monthly % change year-on-year (RHS)
the>year>ending>March>2016>(the>highest>growth>achieved>since> industry,>has>also>provided>industry>with>an>opportunity>to>meet> Annual tourist arrivals (LHS)
-15%
March>2013).>Other>markets>that>recorded>double>digit>growth>in> and>showcase>their>products>to>key>decision>makers>from>NZ,>USA>
expenditure>in>the>year>ending>March>2016>were>the>UK>(up>10> and>China.>In>2016,>educational>visits>have>held>in>Sydney,>Uluru,>
per>cent),>USA>(up>22>per>cent),>Canada>(up>11>per>cent),>Singapore> the>Gold>Coast,>Brisbane,>Tropical>North>Queensland,>the>Hunter> Source: TA & ABS, 3401.1 Overseas Arrivals and Departures, Australia
(up>24>per>cent),>Malaysia>(up>11>per>cent),>Korea>(up>21>per>cent),> Valley>and>the>Whitsundays. 5,400,000 -20%
Jun 2011
Dec 2011
Jun 2012
Sep 2012
Dec 2012
Dec 2013
Jun 2014
Sep 2014
Dec 2014
Mar 2015
Jun 2015
Sep 2015
Mar 2008
Jun 2008
Sep 2008
Dec 2008
Mar 2009
Jun 2009
Dec 2009
Mar 2010
Jun 2010
Sep 2010
Dec 2010
Mar 2011
Sep 2011
Mar 2012
Mar 2013
Jun 2013
Sep 2013
Mar 2014
Dec 2015
Mar 2016
Sep 2009
India>(up>19>per>cent),>Indonesia>(up>10>per>cent)>and>Germany>(up>
In>March>2016,>six>association>buyers>and>trade>media>
14>per>cent).>Overall,>spend>by>leisure>visitors>recorded>17>per>cent>
travelled>to>Brisbane>during>the>World>Science>Festival>as>part>
growth>during>the>past>12>months,>on>par>with>overall>growth.
Find out more here www.tourism.australia.com/marketupdates
of>an>educational>program>delivered>by>Brisbane>Marketing>in>
Volcanic eruption in Iceland Japan earthquake RWC 2011 in NZ slowed
partnership>with>BEA>and>Etihad>Airways.>This>activity>marked>the> impacted air transport and series of after- outbound Kiwi travel in
Tourism Australia’s 2016 Market Profiles Released first-ever>association>focussed>educational>visit,>and>supported> Apr-May 2010 maths March 2011 Sep and Oct
In>May>2016,>Tourism>Australia>released>updated>Market> Brisbane>Marketing’s>event>bids,>with>discussions>taking>place>on>
Profiles>for>16>priority>source>markets.>For>a>snapshot>of>market> events>in>a>pipeline>to>2022.
performance,>aviation>data,>consumer>insights>and>distribution>
In>addition,>Dreamtime>2015,>held>in>Adelaide>in>December>2015>
trends>in>each>market>refer>to>Tourism>Australia’s>corporate>
continues>to>deliver>results>for>Australian>industry,>with>30>leads>
website>here.
generated>to>date,>including>three>confirmed>events>from>the>
Greater>China>market>for>Adelaide,>and>145>media>articles>with>a>
1 Tourism Australia’s International Market Update | June 2016 2 Tourism Australia’s International Market Update | June 2016
Consumer Profiles
›› The Consumer Profiles provide an easy to digest snapshot into the
findings of the Consumer Demand Project research that is completed CONSUMER PROFILE
CHINESE TRAVELLER PROFILE
CHINA UNDERSTANDING THE CHINESE MARKET
within our target markets each year.
Market Overview
›› These reports focus on key motivators for travel from each market
In 2016, China was Australia’s second
largest inbound market for visitor
arrivals and the largest market for
total spend and visitor nights.
and how Australia sits within our competitive destination set. 1,199,000
Visitor arrivals1
(á 17 per cent)
SUMMARY
›› These updates are found within the Research section of the Traveller Profile
Motivations for travel
Traveller Behaviour
How do they prefer to travel?
Holiday פ
Visiting friends
& relativesפ
Chinese travellers choose a destination based on world-class > Trip length is shorter than the average of international
The information in this fact sheet comes from Tourism Australia’s (TA)
international consumer research study the ‘Consumer Demand Project’ (CDP).
55% 19%
corporate website.
nature, good food and wine, aquatic and coastal experiences and travellers, at six nights featuring an average of three
spectacular coastal scenery. A destination must also satisfy the destinations. The CDP was set up in 2012 to look into how global consumers view Australia
rational factors of safety and security and value for money. > Preferred styles of travel include resort holidays, city breaks and what most motivates them to visit.
and beach holidays.
Where are they going?
> Just under half of trips are tour groups, with a shift Insights from the CDP have been used extensively to inform and support
The most-visited destination for Chinese travellers is Thailand by
a significant margin, followed by the USA, Singapore, Malaysia
towards semi-independent and fully-independent travel development of TA’s strategic direction, campaign development as well as to
in recent years. Businessפ Educationפ
and France. Australia is ninth on the list in terms of trips taken in inform the tourism industry of potential opportunities to build the value of
2016, following Germany. When do they travel? Australian tourism. The research is used to help shape the future marketing 7% 13%
Find out more here www.tourism.australia.com/consumerprofiles
Where do they want to go? February, July and August are the peak travel months for Chinese of Australia and identify opportunities to make the country’s tourism offering
Australia makes it to the top of the consideration set for
consumers, with lead times typically falling between one to two more attractive to overseas visitors.
months.
Chinese travellers, in terms of aspiration, awareness of holiday
experiences and intention. Just under 40 per cent of Chinese For travel to Australia, specifically, October, January/February and
Most important factors when selecting a holiday destination
consumers intend to travel to Australia in the next two years. July/August are the peak travel periods for Chinese travellers.
How do they plan to travel?
$9.2bn
Who do they travel with?
For early planning and inspiration, Chinese travellers are using a Safety and security 40% Total spend2
Forty per cent of Chinese consumers travel as a couple. (á 11 per cent)
combination of online and offline sources, including contacting World class nature 40%
online travel agents, visiting online hotel and flights booking Good food and wine 35%
sites, and using social media. Aquatic and coastal 35%
Perceptions of Australia
How do they book travel? Value for money 27%
Australia is perceived as a destination offering unspoilt natural *2 **2
beauty, fresh air, vibrant cities and self-drive experiences. When it comes to booking, the majority are doing so online either Spectacular coastal scenery 27%
Australia is well-placed to deliver on the importance factors directly via an airline’s website or via an online travel agent. Rich history and heritage 25% 43 9
nights nights
which are most highly ranked among Chinese travellers, with Romantic destination 24%
Australia being ranked in first position for all factors in China, Family friendly 22% Average nights Median nights
with the exception of food and wine. However, food and wine has stayed◊ stayed◊
Great shopping 21%
moved up to third place in recent years.
Friendly and open citizens 20%
TripAdvisor Facts 20%
World-class events or festivals
China is the seventh largest international market viewing Read as: 40% of respondents rate ‘safety and security’ among the top five most
Clean cities, good road
important infrastructure
factors 19%
when choosing a holiday destination.
Australia on TripAdvisor, at 3.6% of all sessions. In 2016 this
figure declined by 37% year-on-year. With China’s position as Quality accommodation 19%
Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer,
the seventh largest international market viewing Australia, this removing the Vibrant
impact ofcity
verylifesty
16% of 2012-2016. § Refers to share of arrivals of respective purpose.
le visitors. ◊ Data refers to an average
long stay
represents a small percentage of all the other international Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016 .
destinations they are searching.
Traveller Snapshot 2017 Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016. 3. TripAdvisor,
Internal Data, December 2016. Page 2 Consumer Profile China 2017
6 | Working with Tourism Australia
+3%
Latest Arrival Statistics 1,400,000 +12%
INTERNATIONAL VISITORS TO AUSTRALIA VISITORS up
1,200,000
YEAR END March 2017
›› Tourism Australia publishes the latest data on international visitors
to Australia by market on a monthly basis using information from
1,000,000
+14%
Source: Australian Bureau of Statistics
9% to
Number of Arrivals
+1%
8.3m
800,000
the Australian Bureau of Statistics. 600,000 +7% +18% +11%
400,000
+17% +15%
+1%
Find out more here www.tourism.australia.com/arrivals 200,000
+7% +18% +11% +2% +6%
-
NZ CN US UK SG JP MY KR IN HK GE ID CA FR IT
Latest Expenditure Statistics +9%
EXPENDITURE BY VISITORS
$10.00
Spend up
›› Tourism Research Australia publishes the results of the quarterly $9.00
5% to
$8.00 YEAR END March 2017
Source: International Visitor Survey, Tourism Research Australia
International Visitor Survey (IVS) including information on $7.00
Spend (A$ billion)
$6.00
expenditure by market. $5.00
$4.00
$3.00
+1% -9%
+3%
+18%
$39.8BN
Find out more here www.tra.gov.au $2.00
+10% +0% +18% +9% -1% +1%
-15% +10% -2% -1%
$1.00
$-
CN US UK NZ JP KR SG IN MY HK GE CA ID FR IT
The Insight Files
›› Tourism Australia’s Research and Insights team collect news about
tourism related trends and insights on a blog called ‘The Insight
Files’.
›› These insights keep you up to date and assists your business to make
decisions based on the latest available data and trends.
Find out more here www.tourism.australia.com/insights
Aviation
Aviation is a strategic priority for Tourism Australia in achieving the
industry’s Tourism 2020 targets.
Tourism Australia publishes research and insights on the aviation
landscape including:
›› International capacity to Australia
›› Route development including upcoming & recent new routes
›› News on alliances, codeshares and consolidation
›› Tourism Australia’s airline partnerships and campaigns
Find out more here www.tourism.australia.com/aviation
Working with Tourism Australia | 7
Marketing Resources promoting your product
Image and Video Galleries Australian Stories
›› Tourism Australia’s image and video galleries contain thousands of ›› ‘Australian Stories’ is a section of our weekly industry newsletter
still and moving imagery that is free of charge for use to promote Essentials.
tourism to Australia.
›› This section aims to keep subscribers informed on what’s new in
›› Supplement your own imagery in your marketing activity, collateral Australia.
including brochures and flyers, as well as your websites and training
presentations. ›› The large distribution list includes travel writers, journalists, public
relations representatives as well as global travel distributors.
F ind out more at www.images.australia.com and.
www.video.australia.com ›› Stories can include information on new tours, accommodation and
attractions; trip planning and itinerary ideas, international awards,
restaurant openings, event and festival announcements and more.
›› You have the opportunity to contribute to this newsletter by sending
Campaign Assets in your stories or press releases to our team.
›› Tourism Australia’s successful global consumer campaign ‘There’s
Nothing like Australia’ offers a large range of free tools for use. Send your stories to internationalmedia@tourism.australia.com
›› You can download campaign images and videos from our image and
video galleries (see above).
Australian Insider
›› ‘Australian Insider’ is a section on the australia.com consumer
›› You can also download the ‘There’s Nothing like Australia’ campaign
website focused on what is new and happening in Australia right
logo for use on your website and collateral.
now.
Find out more at www.atdw.com.au/listing-with-atdw
›› From trending topics to information about events, food and wine,
and the best places to stay, Australian Insider is a hub of interesting,
topical and newsworthy content with a timely hook.
Australia.com ›› If you have something that you think would work for this section,
›› Tourism Australia’s consumer website – www.australia.com - we’d love to hear from you.
receives millions of unique visits each year and is the primary call to
end your stories to editorial@tourism.australia.com with
S
action for our consumer marketing campaigns.
‘Australian Insider content submission’ in the subject line.
›› It is translated into nine languages other than English.
›› Australia.com contains listing from more than 37,000 tourism
businesses via the Australian Tourism Data Warehouse (ATDW).
›› To have your product or event listed on the ATDW – and therefore
on australia.com and other tourism websites – contact your State or
Territory Tourism Organisation.
Find out more at www.atdw.com.au/tourismoperators
8 | Working with Tourism Australia
Submit Content for australia.com International Media Hosting Program
›› We encourage industry to contribute content for the chance to be ›› Tourism Australia works closely with the Australian tourism industry
published on our consumer website - australia.com. to host between 800 and 1,000 journalists, digital influencers and
television crew members from around 25 countries each year.
›› If you have a great story idea or travel itinerary to share, we would
like to work with you to get this published. ›› The program aims to generate editorial coverage of Australia
by providing opportunities for media to participate in inspiring
›› To help you create content that fits within the style of our site, we
experiences, meet unique personalities and immerse themselves in
have created some guides including a Content Playbook, a Content
our lifestyle.
Stylebook and Content Templates .
›› Tourism Australia partners with the State and Territory Tourism
›› Check out the content submission page to view some examples of
Organisations to deliver the program.
Place Articles, Activity Bundles, List Bundles and Itineraries as well as
the terms & conditions around submitting content and images. ›› To get involved, ensure you connect with your Regional, State or
Territory Tourism Organisation in the first instance.
F or more information check out www.australia.com/content or.
email us at editorial@tourism.australia.com. For more information email mediahosting@tourism.australia.com
Business Events Australia PR Newsletter
›› Our specialist unit, Business Events Australia sends a monthly
newsletter to international media featuring news from the
Australian business events industry.
›› Submit your business events related story for the opportunity to be
featured in this newsletter.
Email us at bea@tourism.australia.com
Generating Publicity
Tourism Australia has created a guide to help you:
›› Understand what the media is and how it works
›› Better promote your product or experience through a variety of
media channels.
›› Get involved with Tourism Australia’s media and publicity programs.
Making
Find out more here: www.tourism.australia.com/workingwithmedia a Splash
GENERATING PUBLICITY FOR AUSTRALIA
A practical guide for working with the media
A practical guide to working with the media 1
Working with Tourism Australia | 9
Social Media
›› Tourism Australia’s social media program focuses on stimulating
conversations about Australia through key platforms including Facebook
Facebook, Twitter, and Instagram.
www.facebook.com/seeaustralia
›› We post mainly user-generated content, which encourages fans
›› Upload photos and videos directly to the Tourism Australia
to continue sharing their own stories and experiences on an
Facebook wall
ongoing basis.
›› Ensure the caption includes the location of the image and a brief
›› Our social team has created a ‘tips and tricks’ guide that will help
background story.
you create compelling content for use in social media channels.
›› If your content is re-posted by us, ensure you are part of the
Find out more at www.tourism.australia.com/socialmedia
conversation by posting comments and answering questions.
10 | Working with Tourism AustraliaInstagram Twitter
www.instagram.com/australia www.twitter.com/australia
›› Hashtag your images with: ›› Tweet interesting news, photos or videos to:
#seeaustralia or tag @australia @Australia
›› For food & wine related content also use: ›› Join the Restaurant Australia conversation by using:
#restaurantaustralia #restaurantaustralia
›› Don’t forget to add your State/Territory hashtag: ›› Tweet industry news and content to
@TourismAus
#
›› Tweet business events related news and content to.
@MeetInAustralia
›› And, your Regional & Local Tourism Organisation hashtags:
#
Working with Tourism Australia | 11Aussie Specialist Program
The Aussie Specialist Program is our platform for training international Travel Club
frontline travel sellers plus inbound tour operators in Australia.
›› You can submit an offer to entice Aussie Specialists to experience
Tourism Australia works in partnership with all eight State and Territory your product first-hand on their personal visit to Australia.
Tourism Organisations (STOs) on delivering this program to more than
›› Your listing in this section of the site includes an image and product
26,000 qualified agents across the globe. The Aussie Specialist website
description resulting in a further training opportunity for the Aussie
features inspiring content and a range of useful sales resources including
Specialist.
training modules, an interactive map, suggested itineraries, fact sheets
and much more. ›› Your offer should be valid for at least 12 months.
There are three key opportunities to showcase your product or destination ›› Many operators offer FOC or discounts on their product or some sort
to these highly engaged Aussie Specialist agents. of value add (eg. complimentary breakfast, room upgrade, drinks
voucher, stay/pay deal etc).
›› It is also worth considering the Aussie Specialist’s travelling
companion in your offer.
Submit an offer here www.tourism.australia.com/travelclub
12 | Working with Tourism AustraliaProduct Update Videos Latest News
›› You can send us a product video that showcases your product or ›› You can send us your latest news to keep Aussie Specialists well-
destination to Aussie Specialists. informed on any new product developments and/or changes.
›› Ideally, the video would address the Aussie Specialists directly, ›› Your news piece should include a high-resolution image and link to
however if this is not possible we can upload your consumer- further details.
orientated video.
›› We suggest also sharing news with your STO partner for possible
›› Videos can be filmed in English or other languages. inclusion in upcoming newsletters. Content is provided to our teams
›› The video can be very simple and inexpensive to produce – some in-market on a monthly basis by each STO.
operators have submitted videos filmed and edited on their Submit your news to aussiespecialist@tourism.australia.com
smartphones.
Some points to consider:
›› No more than 2-3 minutes duration.
›› We require the actual video file, as are unable to embed from
YouTube, including a 50-word product or destination description.
›› If filming on a smartphone, landscape orientation is preferred.
Find out more at www.tourism.australia.com/aussiespecialist
TANGALOOMA RESORT, MORETON ISLAND
Working with Tourism Australia | 13Business Events Australia
Business Events Australia (BEA) is a specialist business unit of Tourism
Australia dedicated to promoting Australia internationally as a
Connect on LinkedIn
destination for conferences, incentives, exhibitions and events. ›› Follow us on LinkedIn to keep up to date with news on Australia’s
business event industry.
Find out more at www.australia.com/businessevents
Visit www.linkedin.com/company/businesseventsaustralia to follow
Or, email the team at bea@tourism.australia.com
Use Twitter
Marketing our Offer
›› Follow BEA’s Twitter handle @MeetinAustralia to get connected with
BEA works to engage specific customer segments through partnership
the global BE audience and to keep up to date.
marketing, PR, content, media programs, digital communications, social
media and events. ›› Share your business events news and event success stories by
tweeting @MeetinAustralia or #MeetinAustralia.
The strategy is differentiated by sector, with a focus on content including
long, short form, graphic and film that communicates why there’s
nothing like Australia for business events.
Please keep us informed on your activities and business events product
and experience news.
Email your news to bea@tourism.australia.com
Working with Trade
BEA offers a number of opportunities for industry to meet and do
business with international business events buyers, both in key markets
and in Australia.
›› Exhibit on the Australia stand at international business events
trade shows.
›› Attend a BEA Showcase in market.
›› Participate in the educational visit program for buyers and media in
collaboration with your local convention bureau.
›› Be part of Tourism Australia’s signature incentive showcase –
Dreamtime – held every two years.
For more details, email us at bea@tourism.australia.com
Keep Informed
›› Distributed monthly, the BEA newsletter will keep you updated on
BEA activity including events, educationals and insights.
Subscribe at www.tourism.australia.com/subscribe
14 | Working with Tourism AustraliaIndustry Events and
Webinars Industry Events
›› Tourism Australia’s industry events program provides forums for
Australian sellers to showcase their product and engage with
Tourism Australia hosts a number of key onshore and offshore industry
international buyers.
events and trade shows each year.
›› The largest of these events in the annual Australian Tourism
Industry Briefings Exchange (ATE), bringing together around 2,500 buyer and seller
›› Tourism Australia hosts industry briefings in all states/territories on delegates to meet and discuss business opportunities.
an annual basis. ›› Tourism Australia also participates in various third-party events,
›› These briefings provide stakeholders with the opportunity to meet providing industry the opportunity to join TA’s stand as an exhibiting
and hear from TA’s senior management team. partner.
›› Topics covered include TA’s creative and strategic direction, our ›› Examples of industry events include:
campaign activity, market insights and partnership opportunities.
Webinars
›› Tourism Australia’s webinar series covers a range of topics and offers
the opportunity for industry to join live for discussion or watch the
presentation later on demand.
›› Webinar topics include updates from our in-market teams, working
with our social media channels, as well as preparing for upcoming
industry events.
heck out upcoming and recorded webinars here.
C
www.tourism.australia.com/events
Industry Events Calendar
›› The Industry Events Calendar provides an overview of upcoming
industry events and activities hosted by Tourism Australia; State,
Territory and Regional Tourism Organisations; ATEC and tourism
industry councils.
Check out the industry events calendar here.
www.tourism.australia.com/eventscalendar
Working with Tourism Australia | 15Industry Development
and Advice
State and Territory Tourism Organisations
›› Each state and territory has its own government tourism agency that
works with industry.
VisitCanberra Destination NSW
›› The role of the State and Territory Tourism Organisations (STOs) is
www.tourism.act.gov.au www.destinationnsw.com.au
to support the development and marketing of sustainable tourism
destinations and experiences within their state or territory, to
increase awareness and attract visitors.
Refer to the relevant STO corporate website for more information on
industry development tools.
Tourism and Events Queensland Tourism Tasmania
www.teq.queensland.com www.tourismtasmania.com.au
Tourism NT South Australian
Tourism Commission
www.tourismnt.com.au
www.tourism.sa.gov.au
Visit Victoria Tourism Western Australia
www.tourism.vic.gov.au www.tourism.wa.gov.au
16 | Working with Tourism AustraliaATEC Austrade
›› The Australian Tourism Export Council (ATEC) is the peak industry ›› The role of the Australian Trade and Investment Commission
body representing Australia’s $33.4 billion tourism export sector. (Austrade) in Australia’s tourism industry is to develop policy, attract
investment and provide research to grow Australia’s tourism market
›› ATEC represents more than 850 members across Australia including
share.
large national and multinational companies as well as small and
medium-sized enterprises. ›› Austrade supports industry investment and provides industry with
the tools to compete more effectively in the global economy.
›› ATEC’s services include B2B opportunities, industry advocacy and
development, education and business capacity building, local and ›› The Export Market Development Grants (EMDG) scheme is a key
national networking events and conferences. Australian Government financial assistance program for aspiring and
current exporters.
ore information on ATEC’s national branches, services and
M
opportunities can be found here www.atec.net.au More information on this scheme can be found here.
www.austrade.gov.au/Australian/Export/Export-Grants
Tourism Export Toolkit (TExT)
This introductory guide to inbound tourism has been produced by the
Australian Tourism Export Council (ATEC) in partnership with Tourism
Australia, and as a result of collaborative participation from all State and
Territory Tourism organisations.
This toolkit contains advice on how to:
›› Grasp the travel distribution system and its rate structure;
›› Research international markets to establish who will use your
products;
›› Recognise the different travel styles of inbound travellers;
›› Develop a marketing plan to target international visitors through a
range of mediums and distribution channels; and
›› Seek advice from your local, regional and state tourism organisation.
Find out more at www.tourism.australia.com/exporttoolkit
Working with Tourism Australia | 17Tourism Australia Industry Relations Business Events Australia
Tourism Australia’s Industry Relations team is here to help you access Contact Kelly Maynard, Business Events Distribution Development
a range of useful tools and resources that will assist in growing your Manager, for more information on business events.
international tourism business. We are also available to help build your kmaynard@tourism.australia.com
knowledge of our marketing activity and the ways you can work with us. www.australia.com/businessevents
The team will inform you about the various Tourism Australia programs
and opportunities and how you can be involved.
Tourism Industry Councils
Please don’t hesitate to contact the team should you have any queries: ›› Tourism Industry Councils operate in many States of Australia.
›› They are the peak industry bodies within their State jurisdiction and
Dominic Mehling operate under a membership model.
Industry Relations Manager ›› Refer to each council’s website for more information on what they
ACT, NSW, NT & QLD offer their members – this often includes educational programs,
+61 2 9361 1325 business advice as well as tourism award programs.
dmehling@tourism.australia.com Queensland Tourism Industry Council
www.qtic.com.au
Kristy Carstairs South Australian Tourism Industry Council
Industry Relations Manager www.satic.com.au
SA, TAS, WA, VIC & Youth
Tourism Industry Council of WA
+61 2 9361 1717 www.tourismcouncilwa.com.au
kcarstairs@tourism.australia.com
Tourism Industry Council of Tasmania
www.tict.com.au
Leigh Sorensen
General Manager NSW Business Chamber (Tourism Industry)
Industry Relations www.nswbusinesschamber.com.au
+61 2 9361 1373
lsorensen@tourism.australia.com
18 | Working with Tourism AustraliaConnect and Keep in Touch
Stay up to date with tourism news as well as opportunities that
become available through these channels:
www.tourism.australia.com.
CORPORATE.
Latest information on campaigns, activity in market,
WEBSITE
research, statistics and more.
www.tourism.australia.com/subscribe
Essentials
General news & updates, including Australian Stories
SUBSCRIBE TO
(new products, events, destination news), industry
NEWSLETTERS
events, research and insights, state & territory news.
Business Events Australia
Updates on Business Events Australia activity
@TourismAus
Corporate Twitter handle
TWITTER
@MeetinAustralia
Business Events Australia Twitter handle
Follow ‘Tourism Australia’ and.
LINKEDIN ‘Business Events Australia’.
Follow us as an organisation.
www.tourism.australia.com/industrybriefings
INDUSTRY.
Hear from the Tourism Australia team at a briefing in
BRIEFINGS
your local area.
www.tourism.australia.com/events.
WEBINARS A range of topics are delivered as part of our
webinar program.
Working with Tourism Australia | 19Working with Tourism Australia Checklist
Connect with Us Insights, Tools and Resources
Visit our corporate website: www.tourism.australia.com Learn about our International Markets:
www.tourism.australia.com/marketprofiles
Subscribe to our newsletters:
›› Essentials Expand inbound knowledge:
›› Business Events Australia Tourism Export Toolkit
www.tourism.australia.com/subscribe www.tourism.australia.com/exporttoolkit
Follow us on Twitter
Download consumer insights by market:
@TourismAus
www.tourism.australia.com/consumerprofiles
www.twitter.com/TourismAus
Access thousands of images/videos:
Follow us on LinkedIn
Search ‘Tourism Australia’ www.tourism.australia.com/galleries
Social Media Use the ‘There’s Nothing Like Australia’ assets and logo:
www.tourism.australia.com/campaignassets
‘Like’ the Australia Facebook page:
www.facebook.com/seeaustralia Check out the latest tourism insights and trends:
Post your images directly to the Australia Facebook page www.tourism.australia.com/insights
Follow @australia on Instagram Plan your attendance at industry events:
www.tourism.australia.com/eventscalendar
Hashtag your Instagram posts with:
#seeaustralia Aussie Specialist Program
#restaurantaustralia Submit a Travel Club offer:
State/Territory hashtag: #....................................................................... www.tourism.australia.com/travelclub
Regional hashtag: #...................................................................................
Create and submit a short product update video:
Tweet photos/news and include @australia www.tourism.australia.com/aussiespecialist
Check out content tips and tricks: Share your newsworthy items with the Aussie Specialist network:
www.tourism.australia.com/socialmedia
aussiespecialist@tourism.australia.com
Promote Your Business
Business Events Australia
Send us your stories and press releases:
Connect with BEA and send your BE product information:
internationalmedia@tourism.australia.com
bea@tourism.australia.com
List with the Australian Tourism Data Warehouse:
Tweet photos/news and include @MeetinAustralia
www.atdw.com.au
Submit content for australia.com articles, itineraries and stories: Follow BEA on LinkedIn:
www.australia.com/content Search ‘Business Events Australia’
20 | Working with Tourism AustraliaYou can also read
