I could not find anything specific for the Whitsunday Islands and Mainland in the 2010-2011 Australian Government Budget.
However, there were items relating to the greater region and our biggest employer, the tourism industry.
However, there were items relating to the greater region and our biggest employer, the tourism industry.
ENSURING THE RESILIENCE OF THE GREAT BARRIER REEF
The Australian Government is committed to the long-term protection and conservation of the Great Barrier Reef, recognising its vital ecological importance and significance to regional economies and the Australian community.
Funding of $12 million over two years from 2010-11 will provide resourcing for three key measures including; increasing the Great Barrier Reef Marine Park Authority’s baseline funding by $4.2 million over two years, $3.8 million over two years for measures to improve the outlook of the Reef and $4 million over two years to repair and upgrade critical infrastructure of the popular tourist destination and educational facility, Reef HQ Aquarium.
Improving the Outlook of the Great Barrier Reef focuses on environmental stewardship, expanding the Reef Guardian initiative to increase community, local government and industry programs to adopt environmentally sustainable best practices, facilitating knowledge and sharing of information to achieve critical environmental outcomes for the Reef.
TOURISM
Tourism Australia does not have any new budget measures in 2010-11.
In 2010-11 Tourism Australia anticipates a mixed environment for inbound and domestic tourism as markets move to recovery from the Global Financial Crisis. Whilst the worst of the world recession appears to be over, the residual overhang of losses in wealth, cautious lending and potentially fragile consumer sentiment will continue to constrain recovery.
While the Australian tourism industry coped well through the difficult economic environment of 2009/10, both international and domestic visitor numbers were down and to minimise losses the industry adopted price discounting strategies.
In response to this environment, Tourism Australia will continue to focus on generating a greater volume of leisure and business events visitors to Australia, whilst growing the dispersal and economic contribution of these visitors.
A key driver in this activity will be the new global brand campaign – ‘There’s nothing like Australia’ – which aims to ensure that potential visitors view Australia as a place where they can have an incredible holiday.
In December 2009, the National Long-Term Tourism Strategy was launched by the Minister for Tourism. The strategy reaffirms Tourism Australia’s role in the demand side of tourism marketing and provides a foundation for driving greater alignment and linkages between supply and demand for the Australian tourism industry.
Although Tourism Australia’s remit will be slightly expanded and strengthened in all areas of industry development and online distribution, its ultimate outcome remains to increase demand while working closely with state tourism and other organisations focussed on supply issues.
To drive focus and effective allocation of resources, Tourism Australia will continue to employ a dedicated market categorisation approach to:
(i) maximise leisure arrivals from large markets;
(ii) maximise growth potential from medium to small markets;
(iii) maximise dispersal and tourism inbound economic value; and
(iv) develop markets for future growth.
Within this approach, Tourism Australia will continue to target the global market of ‘Experience Seekers’ and in particular ‘First Time Experience Seekers’, while tailoring global marketing strategies to deliver more immediate results in terms of visitor numbers.
To help build Australia’s appeal and drive growth in visitor numbers during 2010-11, Tourism Australia will focus on segments in the ‘Experience Seeker’ target market, including demographic and travel type segments.
With continuing focus on promoting volume, dispersal and the economic value of our visitors, Tourism Australia will continue tactical marketing activities with the ability to make an impact on leisure and business travellers in an increasingly competitive marketplace.
A cornerstone of this approach is ensuring maximum state and territory government and private sector investment through partnership initiatives. Digital will remain a key channel, enabling Tourism Australia to drive messages and information across markets and segments. Social networking, public relations and word of mouth also remain important channels.
The Business Events sector was significantly impacted by the Global Financial Crisis, with the association meetings sector holding up more strongly than the corporate meetings and incentives sector in 2009-10. This experience has resulted in a refining of Tourism Australia’s approach in the business events sector in 2010-11 which will involve a targeted approach in the associations sector and rationalisation of activity in the corporate meeting and incentive sectors. In short, Tourism Australia’s focus in 2010-11 has shifted to greater emphasis on the associations sector compared with 2009-10.
As Australia represents less than one per cent of total world travel, it is essential that the profile of Australian tourism is increased and that the capabilities of those who sell and distribute Australian product is maximised. Tourism Australia will continue to build the capability of travel agents to ensure they are knowledgeable and confident sellers of Australia and Australian experiences; and that trade events and trade missions are managed to provide an opportunity for Australian tourism product sellers to showcase their products and connect with international buyers.
Tourism Australia will assist the development of a sustainable tourism industry through stakeholder engagement and provision of research and insights to assist strategic decision-making in a challenging and constantly changing market environment. This includes consumer behaviour research; specialised consumer and marketing performance and research insights; analysis of industry and aviation conditions; and, monitoring and evaluation of Tourism Australia strategies and programs against defined key performance indicators.
Tourism Australia will continue to incorporate activities that develop and promote Indigenous tourism experiences through Tourism Australia’s broader programs, to result in a higher profile for Australian Indigenous culture and ways to experience it, as well as greater representation for Indigenous tourism businesses and product in domestic and international markets.
A number of key strategies will be used by Tourism Australia across three main programs and five subprogram areas to increase demand for Australia as a destination, strengthen the travel distribution system and contribute to the development of a sustainable tourism industry for Australia.
Industry Development
The National Long-Term Tourism Strategy describes a broadened role for Tourism Australia in industry development. Tourism Australia will participate in working groups established to implement the strategy.
While Tourism Australia has existing industry development activity that aligns with the strategy, there are also new areas of activity which have been incorporated into Tourism Australia’s strategy for 2010-11.
An outline of new and existing activity that will be implemented in 2010-11 follows:
New areas
•
Building product quality through accreditation – leading the marketing of the National Tourism Accreditation Framework through its launch phase planned for July 2010, and then for ongoing implementation
•
Distribution of quality Australian products – participating in the National Long-Term Tourism Strategy Working Group to determine how best to get Australia’s tourism products online, and how to build industry capability around digital marketing and distribution.
•
Indigenous Tourism Development – continuing to promote and improve demand for Indigenous tourism experiences;
•
Australia’s National Landscapes – promoting the best of Australia’s National Landscapes through a collaborative program with Parks Australia;
•
Insights and Research – providing Tourism Australia, government and industry stakeholders with strategic insights and research relevant to their needs to drive industry sustainability and strategy development; and
•
Stakeholder Engagement – building awareness, understanding and alignment around Tourism Australia strategies across government and industry through a formalised and cohesive approach.
Strengthening the travel distribution system
Tourism Australia will target the distributors and sellers of Australian tourism product in Australia and overseas to increase their knowledge and capability in selling Australia, facilitate the growth of business between Australian tourism product and the distribution network, as well as motivate and inspire consumers through quality content. This will be achieved through:
•
Trade Development – building the capability of the travel industry to confidently sell Australia, including training of travel agents through the Aussie Specialist Program; account management of distributors; providing Australian destination and product content to the distribution system and making direct connections with travel agents through familiarisation visits and trade events; and
•
Trade Events – managing and participating in a range of trade events in Australia and overseas that promote Australia as a destination for leisure and business events travel.
Increasing demand for Australia as a destination
Tourism Australia will build Australia’s reputation and profile as an exciting and desirable leisure and business events destination to drive demand and growth in visitor numbers, through:
•
Leisure Consumer Marketing – inspiring ‘First Time Experience Seekers’ to come to Australia; and
•
Business Events Australia – leveraging the business events sector’s capacity to deliver high yielding visitors who also return as repeat visitors.
Tourism Australia’s target audiences for leisure tourism in 2010-11 are the ‘First Time Experience Seekers’ in the following markets where Tourism Australia undertakes leisure consumer marketing activity:
•
Large markets: USA, Japan, United Kingdom, China;
•
Medium and small markets: Korea, India, Indonesia, Malaysia, Hong Kong, Taiwan, Canada, France;
•
Dispersal and Tourism Inbound Economic Value markets: Italy, Germany, Netherlands, Ireland, Switzerland; and
•
Markets for future growth: Vietnam and Latin America (Brazil and Argentina) .
Tourism Australia will also continue to target ‘Repeat Experience Seeker’ visitors in New Zealand and Singapore, as well as within Australia.
To build demand and drive visitation during 2010-11, Tourism Australia will target sub-segments of the ‘Experience Seeker’ audience, including youth and family demographic groups; and Working Holiday Visa and honeymoon travel categories.
In the business events market, Tourism Australia will target corporate and incentive buyers in the corporate meetings, incentives and association meetings sector. Business Events Australia will rationalise its activity in the corporate meeting and incentive markets, while increasing its emphasis in the association market.
Insights and Research
Undertake tourism research and disseminate insights
•
Research and insights which inform and improve strategy development and decision-making across Tourism Australia, government and industry
•
Consumer behaviour research
•
Specialised consumer and marketing performance research and insights
•
Analysis of industry and aviation conditions
•
Monitoring and evaluation of Tourism Australia strategies and programs against defined KPIs
•
Delivery of an annual Outlook Conference
Stakeholder Engagement
Participation in National Long-Term Tourism Strategy Working Groups
•
Investment and Regulatory Reform Working Group
•
Destination Management Planning Working Group
•
Tourism Access Working Group – incorporating the National Tourism and Aviation Advisory Committee
•
Industry Resilience Working Group
•
Quality Assurance and Accreditation Working Group – incorporating the Tourism Quality Council of Australia
•
Indigenous Tourism Working Group
•
Digital Distribution Working Group
•
Research Working Group – incorporating the Research and Development Advisory Board
Building product quality through accreditation
•
Marketing of the launch of the National Tourism Accreditation Framework
•
Ongoing marketing of the National Tourism Accreditation Framework
Promote Indigenous Tourism Development
•
Indigenous Tourism Champions Program (in conjunction with Indigenous Business Australia), promoting the top indigenous tourism product in Australia
•
A trade and consumer focussed Indigenous tourism website
•
Promotion of indigenous experiences through Tourism Australia’s consumer marketing activities
Promote Australia’s National Landscapes
•
A destination marketing framework which focuses on Australia’s national landscapes
•
Promoting national landscapes through Tourism Australia’s consumer marketing activities
Engage Stakeholders
•
Stakeholder engagement framework to clarify stakeholder groups, membership and roles and responsibilities
•
Dedicated communications plan to deliver awareness and understanding of Tourism Australia strategies
•
Tracking and monitoring of stakeholder engagement
Objective
Tourism Australia will work with industry to develop and present products which meet changing consumer needs, engage, educate and strengthen the travel distribution system to ensure products are available to potential travellers and provide platforms for Australian tourism operators to do business with the international travel distribution system.
Tourism Australia will work to ensure that travel agents are knowledgeable and confident sellers of Australia and Australian experiences; that trade events and trade missions are coordinated and managed to showcase Australian tourism sellers and products and directly engage international buyers; and, endeavour to increase the penetration of Australian tourism experiences within the distribution system
Trade Events
•
Recruit, assess and accept applications for buyers, sellers and media for trade events
•
Coordinate and deliver trade events for Australian tourism businesses to showcase their products and do business with the global distribution network
•
Manage Australia’s premier trade event – the Australian Tourism Exchange (ATE) – and profile the Tourism Australia corporate brand and that of industry partners
Trade Development
•
Recruitment and training of travel agents through the ‘Aussie Specialist Program’
•
Deliver product information for Aussie Specialist Program through coordination with state and territory tourism organisations
•
Coordination and delivery of specific events to provide additional training and development for retail travel agents
•
Opportunities for Australian tourism operators to be involved in Tourism Australia programs and promotions
•
Development and distribution of marketing collateral and content for industry partners.
Objective
Tourism Australia will deliver consumer marketing and business events campaigns and activities which inspire consumers in target markets to travel to Australia, overcoming rational barriers to travel (time, distance, cost) and directing travellers to information about Australian products and experiences and to a purchase mechanism such as a travel agent or airline.
During 2010 Tourism Australia launched a new brand campaign ‘There’s Nothing Like Australia’ which will provide the foundation for all consumer marketing activities. Tourism Australia’s focus during 2010-11 will be to continue to generate a volume of visitors to support industry as they recover from the global economic downturn while continuing to promote Tourism Australia’s objectives for yield and dispersal.
To focus activities and resources, a dedicated market categorisation approach will be adopted. Tourism Australia will bring balance to its marketing of business events activities by increasing its focus on Association meeting planners while rationalising activity in the corporate meeting and incentives sectors. Business Events activity will be concentrated in short-haul markets such as New Zealand and Asia while maintaining its market activity in the United Kingdom, Europe, Japan and the United States.
Leisure Consumer Marketing
•
Launch and implementation of the new brand campaign – ‘There’s nothing like Australia’
•
Cooperative campaigns and activities with industry partners to leverage marketing opportunities which align with the destination Australia brand
•
Integrated and compelling marketing to stimulate target markets, including brand advertising and promotions, digital programs, public relations, International Media Hosting Program, media content development, cooperative promotions, consumer events and advocacy programs
•
Continued development of the Australia.com consumer website
•
Search engine marketing to lift Australia.com ranking
•
Australian story-telling content and applications, including social media
•
Development and management of other Tourism Australia sites, including international media relations, Business Events Australia and domestic
Business Events Australia
•
Business-to-business marketing activity to promote Australia as a business events destination, including trade events, buyer and agent familiarisation visits, direct marketing and public relations campaigns, advocacy, marketing toolkit and stakeholder relations.
•
Build on consistent Business Events Australia brand messages including Australia’s credentials for social responsibility (CSR)
Departmental – Income Statement
The total operating revenue for 2010-11 is estimated at $142.124 million and is made up of government appropriations of $122.920 million and revenue from other sources of $19.204 million. The total revenue decreases by $19.012 million from the 2009-10 estimated actual of $161.136 million.
The change includes:
•
$9.000 million appropriation has been brought forward to 2009-10 from 2010-11 as part of tourism stimulus package;
•
Revenue from other sources decreases marginally from $19.514 million to $19.204 million primarily relating to interest income; and
•
Impact of wage cost index applied to appropriations.
Total expenses are estimated to be $142.124 million, a decrease of $19.012 million from the 2009-10 estimated actual of $161.136 million. The decrease reflects:
•
$9.000 million appropriation has been brought forward to 2009-10 from 2010-11 as part of tourism stimulus package;
•
Increase in depreciation and amortisation costs of $1.485 million relating to full year capitalisation of major intangible assets; and
•
Full year impact of transfer of Tourism Research Australia to the Department of Resources, Energy and Tourism affecting employee and supplier expenditures.
Tourism Australia does not have any new budget measures in 2010-11.
In 2010-11 Tourism Australia anticipates a mixed environment for inbound and domestic tourism as markets move to recovery from the Global Financial Crisis. Whilst the worst of the world recession appears to be over, the residual overhang of losses in wealth, cautious lending and potentially fragile consumer sentiment will continue to constrain recovery.
While the Australian tourism industry coped well through the difficult economic environment of 2009/10, both international and domestic visitor numbers were down and to minimise losses the industry adopted price discounting strategies.
In response to this environment, Tourism Australia will continue to focus on generating a greater volume of leisure and business events visitors to Australia, whilst growing the dispersal and economic contribution of these visitors.
A key driver in this activity will be the new global brand campaign – ‘There’s nothing like Australia’ – which aims to ensure that potential visitors view Australia as a place where they can have an incredible holiday.
In December 2009, the National Long-Term Tourism Strategy was launched by the Minister for Tourism. The strategy reaffirms Tourism Australia’s role in the demand side of tourism marketing and provides a foundation for driving greater alignment and linkages between supply and demand for the Australian tourism industry.
Although Tourism Australia’s remit will be slightly expanded and strengthened in all areas of industry development and online distribution, its ultimate outcome remains to increase demand while working closely with state tourism and other organisations focussed on supply issues.
To drive focus and effective allocation of resources, Tourism Australia will continue to employ a dedicated market categorisation approach to:
(i) maximise leisure arrivals from large markets;
(ii) maximise growth potential from medium to small markets;
(iii) maximise dispersal and tourism inbound economic value; and
(iv) develop markets for future growth.
Within this approach, Tourism Australia will continue to target the global market of ‘Experience Seekers’ and in particular ‘First Time Experience Seekers’, while tailoring global marketing strategies to deliver more immediate results in terms of visitor numbers.
To help build Australia’s appeal and drive growth in visitor numbers during 2010-11, Tourism Australia will focus on segments in the ‘Experience Seeker’ target market, including demographic and travel type segments.
With continuing focus on promoting volume, dispersal and the economic value of our visitors, Tourism Australia will continue tactical marketing activities with the ability to make an impact on leisure and business travellers in an increasingly competitive marketplace.
A cornerstone of this approach is ensuring maximum state and territory government and private sector investment through partnership initiatives. Digital will remain a key channel, enabling Tourism Australia to drive messages and information across markets and segments. Social networking, public relations and word of mouth also remain important channels.
The Business Events sector was significantly impacted by the Global Financial Crisis, with the association meetings sector holding up more strongly than the corporate meetings and incentives sector in 2009-10. This experience has resulted in a refining of Tourism Australia’s approach in the business events sector in 2010-11 which will involve a targeted approach in the associations sector and rationalisation of activity in the corporate meeting and incentive sectors. In short, Tourism Australia’s focus in 2010-11 has shifted to greater emphasis on the associations sector compared with 2009-10.
As Australia represents less than one per cent of total world travel, it is essential that the profile of Australian tourism is increased and that the capabilities of those who sell and distribute Australian product is maximised. Tourism Australia will continue to build the capability of travel agents to ensure they are knowledgeable and confident sellers of Australia and Australian experiences; and that trade events and trade missions are managed to provide an opportunity for Australian tourism product sellers to showcase their products and connect with international buyers.
Tourism Australia will assist the development of a sustainable tourism industry through stakeholder engagement and provision of research and insights to assist strategic decision-making in a challenging and constantly changing market environment. This includes consumer behaviour research; specialised consumer and marketing performance and research insights; analysis of industry and aviation conditions; and, monitoring and evaluation of Tourism Australia strategies and programs against defined key performance indicators.
Tourism Australia will continue to incorporate activities that develop and promote Indigenous tourism experiences through Tourism Australia’s broader programs, to result in a higher profile for Australian Indigenous culture and ways to experience it, as well as greater representation for Indigenous tourism businesses and product in domestic and international markets.
A number of key strategies will be used by Tourism Australia across three main programs and five subprogram areas to increase demand for Australia as a destination, strengthen the travel distribution system and contribute to the development of a sustainable tourism industry for Australia.
Industry Development
The National Long-Term Tourism Strategy describes a broadened role for Tourism Australia in industry development. Tourism Australia will participate in working groups established to implement the strategy.
While Tourism Australia has existing industry development activity that aligns with the strategy, there are also new areas of activity which have been incorporated into Tourism Australia’s strategy for 2010-11.
An outline of new and existing activity that will be implemented in 2010-11 follows:
New areas
•
Building product quality through accreditation – leading the marketing of the National Tourism Accreditation Framework through its launch phase planned for July 2010, and then for ongoing implementation
•
Distribution of quality Australian products – participating in the National Long-Term Tourism Strategy Working Group to determine how best to get Australia’s tourism products online, and how to build industry capability around digital marketing and distribution.
•
Indigenous Tourism Development – continuing to promote and improve demand for Indigenous tourism experiences;
•
Australia’s National Landscapes – promoting the best of Australia’s National Landscapes through a collaborative program with Parks Australia;
•
Insights and Research – providing Tourism Australia, government and industry stakeholders with strategic insights and research relevant to their needs to drive industry sustainability and strategy development; and
•
Stakeholder Engagement – building awareness, understanding and alignment around Tourism Australia strategies across government and industry through a formalised and cohesive approach.
Strengthening the travel distribution system
Tourism Australia will target the distributors and sellers of Australian tourism product in Australia and overseas to increase their knowledge and capability in selling Australia, facilitate the growth of business between Australian tourism product and the distribution network, as well as motivate and inspire consumers through quality content. This will be achieved through:
•
Trade Development – building the capability of the travel industry to confidently sell Australia, including training of travel agents through the Aussie Specialist Program; account management of distributors; providing Australian destination and product content to the distribution system and making direct connections with travel agents through familiarisation visits and trade events; and
•
Trade Events – managing and participating in a range of trade events in Australia and overseas that promote Australia as a destination for leisure and business events travel.
Increasing demand for Australia as a destination
Tourism Australia will build Australia’s reputation and profile as an exciting and desirable leisure and business events destination to drive demand and growth in visitor numbers, through:
•
Leisure Consumer Marketing – inspiring ‘First Time Experience Seekers’ to come to Australia; and
•
Business Events Australia – leveraging the business events sector’s capacity to deliver high yielding visitors who also return as repeat visitors.
Tourism Australia’s target audiences for leisure tourism in 2010-11 are the ‘First Time Experience Seekers’ in the following markets where Tourism Australia undertakes leisure consumer marketing activity:
•
Large markets: USA, Japan, United Kingdom, China;
•
Medium and small markets: Korea, India, Indonesia, Malaysia, Hong Kong, Taiwan, Canada, France;
•
Dispersal and Tourism Inbound Economic Value markets: Italy, Germany, Netherlands, Ireland, Switzerland; and
•
Markets for future growth: Vietnam and Latin America (Brazil and Argentina) .
Tourism Australia will also continue to target ‘Repeat Experience Seeker’ visitors in New Zealand and Singapore, as well as within Australia.
To build demand and drive visitation during 2010-11, Tourism Australia will target sub-segments of the ‘Experience Seeker’ audience, including youth and family demographic groups; and Working Holiday Visa and honeymoon travel categories.
In the business events market, Tourism Australia will target corporate and incentive buyers in the corporate meetings, incentives and association meetings sector. Business Events Australia will rationalise its activity in the corporate meeting and incentive markets, while increasing its emphasis in the association market.
Insights and Research
Undertake tourism research and disseminate insights
•
Research and insights which inform and improve strategy development and decision-making across Tourism Australia, government and industry
•
Consumer behaviour research
•
Specialised consumer and marketing performance research and insights
•
Analysis of industry and aviation conditions
•
Monitoring and evaluation of Tourism Australia strategies and programs against defined KPIs
•
Delivery of an annual Outlook Conference
Stakeholder Engagement
Participation in National Long-Term Tourism Strategy Working Groups
•
Investment and Regulatory Reform Working Group
•
Destination Management Planning Working Group
•
Tourism Access Working Group – incorporating the National Tourism and Aviation Advisory Committee
•
Industry Resilience Working Group
•
Quality Assurance and Accreditation Working Group – incorporating the Tourism Quality Council of Australia
•
Indigenous Tourism Working Group
•
Digital Distribution Working Group
•
Research Working Group – incorporating the Research and Development Advisory Board
Building product quality through accreditation
•
Marketing of the launch of the National Tourism Accreditation Framework
•
Ongoing marketing of the National Tourism Accreditation Framework
Promote Indigenous Tourism Development
•
Indigenous Tourism Champions Program (in conjunction with Indigenous Business Australia), promoting the top indigenous tourism product in Australia
•
A trade and consumer focussed Indigenous tourism website
•
Promotion of indigenous experiences through Tourism Australia’s consumer marketing activities
Promote Australia’s National Landscapes
•
A destination marketing framework which focuses on Australia’s national landscapes
•
Promoting national landscapes through Tourism Australia’s consumer marketing activities
Engage Stakeholders
•
Stakeholder engagement framework to clarify stakeholder groups, membership and roles and responsibilities
•
Dedicated communications plan to deliver awareness and understanding of Tourism Australia strategies
•
Tracking and monitoring of stakeholder engagement
Objective
Tourism Australia will work with industry to develop and present products which meet changing consumer needs, engage, educate and strengthen the travel distribution system to ensure products are available to potential travellers and provide platforms for Australian tourism operators to do business with the international travel distribution system.
Tourism Australia will work to ensure that travel agents are knowledgeable and confident sellers of Australia and Australian experiences; that trade events and trade missions are coordinated and managed to showcase Australian tourism sellers and products and directly engage international buyers; and, endeavour to increase the penetration of Australian tourism experiences within the distribution system
Trade Events
•
Recruit, assess and accept applications for buyers, sellers and media for trade events
•
Coordinate and deliver trade events for Australian tourism businesses to showcase their products and do business with the global distribution network
•
Manage Australia’s premier trade event – the Australian Tourism Exchange (ATE) – and profile the Tourism Australia corporate brand and that of industry partners
Trade Development
•
Recruitment and training of travel agents through the ‘Aussie Specialist Program’
•
Deliver product information for Aussie Specialist Program through coordination with state and territory tourism organisations
•
Coordination and delivery of specific events to provide additional training and development for retail travel agents
•
Opportunities for Australian tourism operators to be involved in Tourism Australia programs and promotions
•
Development and distribution of marketing collateral and content for industry partners.
Objective
Tourism Australia will deliver consumer marketing and business events campaigns and activities which inspire consumers in target markets to travel to Australia, overcoming rational barriers to travel (time, distance, cost) and directing travellers to information about Australian products and experiences and to a purchase mechanism such as a travel agent or airline.
During 2010 Tourism Australia launched a new brand campaign ‘There’s Nothing Like Australia’ which will provide the foundation for all consumer marketing activities. Tourism Australia’s focus during 2010-11 will be to continue to generate a volume of visitors to support industry as they recover from the global economic downturn while continuing to promote Tourism Australia’s objectives for yield and dispersal.
To focus activities and resources, a dedicated market categorisation approach will be adopted. Tourism Australia will bring balance to its marketing of business events activities by increasing its focus on Association meeting planners while rationalising activity in the corporate meeting and incentives sectors. Business Events activity will be concentrated in short-haul markets such as New Zealand and Asia while maintaining its market activity in the United Kingdom, Europe, Japan and the United States.
Leisure Consumer Marketing
•
Launch and implementation of the new brand campaign – ‘There’s nothing like Australia’
•
Cooperative campaigns and activities with industry partners to leverage marketing opportunities which align with the destination Australia brand
•
Integrated and compelling marketing to stimulate target markets, including brand advertising and promotions, digital programs, public relations, International Media Hosting Program, media content development, cooperative promotions, consumer events and advocacy programs
•
Continued development of the Australia.com consumer website
•
Search engine marketing to lift Australia.com ranking
•
Australian story-telling content and applications, including social media
•
Development and management of other Tourism Australia sites, including international media relations, Business Events Australia and domestic
Business Events Australia
•
Business-to-business marketing activity to promote Australia as a business events destination, including trade events, buyer and agent familiarisation visits, direct marketing and public relations campaigns, advocacy, marketing toolkit and stakeholder relations.
•
Build on consistent Business Events Australia brand messages including Australia’s credentials for social responsibility (CSR)
Departmental – Income Statement
The total operating revenue for 2010-11 is estimated at $142.124 million and is made up of government appropriations of $122.920 million and revenue from other sources of $19.204 million. The total revenue decreases by $19.012 million from the 2009-10 estimated actual of $161.136 million.
The change includes:
•
$9.000 million appropriation has been brought forward to 2009-10 from 2010-11 as part of tourism stimulus package;
•
Revenue from other sources decreases marginally from $19.514 million to $19.204 million primarily relating to interest income; and
•
Impact of wage cost index applied to appropriations.
Total expenses are estimated to be $142.124 million, a decrease of $19.012 million from the 2009-10 estimated actual of $161.136 million. The decrease reflects:
•
$9.000 million appropriation has been brought forward to 2009-10 from 2010-11 as part of tourism stimulus package;
•
Increase in depreciation and amortisation costs of $1.485 million relating to full year capitalisation of major intangible assets; and
•
Full year impact of transfer of Tourism Research Australia to the Department of Resources, Energy and Tourism affecting employee and supplier expenditures.
A National Long-Term Tourism Strategy was launched by the Government in December 2009. As part of this strategy, the Government will provide $5.5 million to establish a National Tourism Accreditation Framework, and $4 million to ensure the continuation of the China Approved Destination Status Scheme.
RECREATIONAL FISHING
In 2008, the Government announced $2 million over three years to review the 1994 national Recreational Fishing Policy and to develop and implement a new Recreational Fishing Industry Development Strategy. The Recreational Fishing Advisory Committee was established to advise on the strategy and has prepared and released a discussion paper for comment.
Funding of $500,000 has been allocated to help scope and implement a coordinated national data collection project for recreational fishing in Australia. The Fisheries Research and Development Corporation will coordinate the project and seek co-investment from state and territory governments and industry organisations. The remaining funding will go to activities consistent with the Recreational Fishing Industry Development Strategy when it is finalised.
FARM READY
The Government allocated $26.5 million from 2008-09 to 2011–12 to boost training opportunities for primary producers and enable industry, farming groups and natural resource management groups to develop strategies to adapt and respond to the impacts of climate change. Demand for the FarmReady Reimbursement Grants is strong: over 11, 200 pre-approval applications were received and over 7,300 reimbursements were paid in the first nine months of the financial year, to the end of March 2010. In January 2010, the Government agreed to the second round of FarmReady industry grants, committing $2.5 million for 18 projects. In addition, two further projects that target people from culturally and linguistically diverse backgrounds will be funded under the Community Networks and Capacity Building activities.
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