Tourism Australia
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Aussie! Aussie! Aussie!
Main objectives
• Influence people to travel to Australia, including for events;
• Influence people travelling to Australia to also travel throughout Australia;
• Influence Australians to travel throughout Australia, including for events;
• Help foster a sustainable tourism industry in Australia; and
• Help increase the economic benefits to Australia from tourism.
Mission
Australia –
the most successfully
marketed
tourism destination in the
world.
Core marketing platforms (2008-2010)
•Consumer Marketing
•Australian Experiences
•Trade Development
•Stakeholder Engagement
•Insights and Intelligence
Consumer Marketing-International Tourism
Aboriginal tourism Nature in Australia Food and Wine
Aussie coastal life style
Australian Journeys
Major cities
Outback Australia
-Domestic Tourism
-Environmental Sustainability
-Business events
Australian Experiences
-Indigenous tourism
Domestic >>>international
Trade Development&Stakeholder
Engagement
-partnershipEnhance the quality!!
1. Distribution issue
2. counter escalating media buying cost
3. Training& Accreditation
4. on-line dissemination
5. entertainment opportunities
6. exploit opportunities to learn
-Quality research & insights
Insights and Intelligence
-Corporate governance
Finance, Governance& Administration
~Thank you~
Tourism Australia http://www.tourism.australia.com