Working with Tourism Australia | 1

Working with Tourism Australia

ContentsWelcome ....................................................................................................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

Sydney Opera House | New South Wales

d’Arenberg Cube, McLaren Vale region | South Australia

Twelve Apostles, Great Ocean Road | Victoria

Strickland Bay, Rottnest Island | Western Australia

WelcomeTogether 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

Surfers Paradise, Gold Coast | Queensland

Mocan and Green Grout | Canberra

Cradle Mountain-Lake St Clair National Park | Tasmania

Kata Tjuta | Northern Territory

4 | Working with Tourism Australia

Our Strategy › Tourism Australia is the Australian Government agency responsible

for attracting international visitors to Australia for both leisure and business events.

› Our activities include advertising and consumer promotions, public relations and media programs, trade shows and industry programs, online communications and consumer research.

Find out more at www.tourism.australia.com/aboutus

Tourism 2020 › Under ‘Tourism 2020’, Australia’s national strategy to enhance

growth and competitiveness in tourism, the industry aims to increase annual overnight visitor expenditure to more than $115 billion by 2020.

› Tourism Australia works with the tourism industry and governments across Australia to achieve the Tourism 2020 goals.

› 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

Lookingbeyond 2020

Seeing the results

Setting thefoundation

Tourism2020

Ove

rnig

ht

visi

tor

exp

end

itu

re ($

bill

ion

s)

*National Longterm Tourism Strategy

2009

70.0 71.874.5 77.2 80.4

85.5

94.5

106 (Dec-17)100

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

$115bn

$140bn

PROGRESS OF TOTAL OVERNIGHT VISITOR SPEND AGAINST THE TOURISM 2020 GOAL

NLTTS2020

Potential

TOURISM 2020 - PROGRESS TO DATE

Working with Tourism Australia | 5

UNITED KINGDOM GERMANY

GREATER CHINA

NEW ZEALAND

NORTH AMERICA

FRANCE ITALY

EUROPE

JAPAN

INDIA

SINGAPORE

MALAYSIA

SOUTH KOREA

INDONESIA

USACANADA

CHINA HONG KONG

Worth over 5b by 2020 Worth over Rest of WorldWorth over 2.5b by 2020

MARKET VALUE BY 2020

BUSINESS EVENTS FOCUS

1b by 2020

Incentive Association

target marketsTourism Australia focuses the majority of its resources on the markets which represent the greatest potential.

6 | Working with Tourism Australia

Research and InsightsMarket Profiles

› Tourism Australia publishes profiles on each of the international markets we target providing information on the latest market performance.

› Business Events Australia also publishes Business Events Market Profiles which will give you information on the latests trends from key markets.

› These market profiles are a good resource if looking to target new markets or if you are preparing for a trade event/mission.

Find out more here www.tourism.australia.com/marketprofiles

International Market Updates › The International Market update is published biannually providing

an update on the performance of our target markets.

› These also highlight any changes to the distribution and aviation space, and highlight activity taken place within the previous quarter.

› They also provide a forecast of activity scheduled to take place in the following quarter.

› These updates are found within the Markets section of the corporate website.

Find out more here www.tourism.australia.com/marketupdates

Consumer Profiles › The Consumer Profiles provide an easy to digest snapshot into the

findings of the Consumer Demand Project research that is completed within our target markets each year.

› These reports focus on key motivators for travel from each market and how Australia sits within our competitive destination set.

› These updates are found within the Research section of the corporate website.

Find out more here www.tourism.australia.com/consumerprofiles

International Market UpdateTourism Australia’s International Market Update provides analysis and insights for industry on the current state of Australia’s international tourism. The report contains Australian Bureau of Statistics data and the latest International Visitor Survey data up to 30 June 2017, in addition to various other secondary sources which are referenced throughout.

September 2017

3 Tourism Australia’s International Market Update | September 2017

Mar

200

8

Jun

200

8

Sep

200

8

Dec

200

8

Mar

200

9

Jun

200

9

Sep

200

9

Dec

200

9

Mar

201

0

Jun

201

0

Sep

201

0

Dec

201

0

Mar

201

1

Jun

201

1

Sep

201

1

Dec

201

1

Mar

201

2

Jun

201

2

Sep

201

2

Dec

201

2

Mar

201

3

Jun

201

3

Sep

201

3

Dec

201

3

Mar

201

4

Jun

201

4

Sep

201

4

Dec

201

4

Mar

201

5

Jun

201

5

Sep

201

5

Dec

201

5

Mar

201

6

Jun

201

6

Sep

201

6

Dec

201

6

Mar

201

7

Jun

201

7

8,900,000

8,400,000

7,900,000

7,400,000

6,900,000

6,400,000

5,900,000

5,400,000

20.0%

15.0%

10.0%

0.0%

-5.0%

-10.0%

-15.0%

-20.0%

5.0%

World Youth Day (WYD)July 2008

RWC 2011 in NZslowed outboundKiwi travel in Sep & Oct

British Lions tour ofAustralia Jun-Jul 2013

Global financial marketscrash confirmingGFC (Oct 08)

Volcanic eruption inIceland impacted airtransport from 14th April into May 2010

Grounding of flights due toChilean ash cloud June 2011

Flooding and Cyclone Yasiin Queensland in February 2011

Reversed impact from WYD July 2008

Monthly % change year-on-year (RHS)

Annual tourist arrivals (LHS)

Source: TA & ABS, 3401.0 Overseas Arrivals and Departures, Australia, up to September 2016

Chinese New Year occurredin Jan 17 vs Feb 16

Ashes SeriesDec 2013

8 million annual arrivalsreached in the YE Sep 16

TOURIST ARRIVALS TO AUSTRALIA (ROLLING ANNUAL) AND MONTHLY PERCENTAGE CHANGE ON PREVIOUS YEAR

International Market UpdateTourism Australia’s International Market Update provides analysis and insights for industry on the current state of Australia’s international tourism. The report contains Australian Bureau of Statistics data and the latest International Visitor Survey data up to 30 June 2017, in addition to various other secondary sources which are referenced throughout.

September 2017

1 Tourism Australia’s International Market Update | September 2017

ROBUST GROWTH FROM INTERNATIONAL MARKETS CONTINUES INTO 2017

>> The>Australian>Bureau>of>Statistics>(ABS)>showed>that>there>were>8.5>million>short>term>arrivals>into>Australian>in>the>12>months>ending>June>2017,>an>increase>of>8.9>per>cent>compared>to>the>previous>year.

>> The>latest>International>Visitors’>Survey>(IVS)>results>show>that>international>expenditure>for>the>12>months>ending>June>2017>grew>6.5>percent,>reaching>$40.6>billion.

Good growth momentum in international arrivals and spend for most markets

>> International>arrivals>to>Australia>increased>8.9>per>cent>in>the>12>months>to>June>2017.>Growth>was>driven>by>a>strong>performing>leisure>segment>with>Holiday>arrivals>up>11.3>per>cent>and>Visiting>Friends>&>Relatives>(VFR)>arrivals>up>5.4>per>cent.>Double>digit>growth>in>Holiday>arrivals>was>seen>from>Indonesia>(up>34.8>per>cent),>India>(up>20.6>per>cent),>Malaysia>(up>20.3>per>cent),>Canada>(up>18.6>per>cent),>USA>(up>18.2>per>cent),>South>Korea>(up>17>per>cent)>and>Japan>(up>16>per>cent)>over>the>12>month>period.>

>> International>expenditure>grew>at>a>slower>rate>than>arrivals,>up>6.5>for>the>12>months>ending>June>2017.>China>continues>to>be>the>highest>spending>market>with>total>spend>reaching>$9.8>billion>(up>9.8>per>cent)>over>the>year.>India>was>the>fastest>growing>market>for>expenditure>with>total>spend>up>29.5>per>cent.>Other>key>markets>that>showed>good>growth>included>Hong>Kong>(up>9.7>per>cent),>Malaysia>(up>11.2>per>cent)>and>Japan>(up>14.7>per>cent)>over>the>same>period.>

>> Uncertainty>following>the>Brexit>vote>and>a>sliding>British>pound>continued>to>have>a>dampening>impact>on>spending>by>visitors>from>the>United>Kingdom>(spend>was>down>8.3>per>cent).>Canada>also>showed>decline>in>spend>(down>9.3>per>cent)>over>the>same>period.>

Consumer confidence increases in many markets around the world

>> The>latest>global>Consumer>Confidence>survey>by>Nielsen>showed>an>increase>in>consumer>confidence>overall>as>optimism>continues>to>rise>in>many>markets>globally.>In>the>USA,>recessionary>sentiment>declined>and>there>was>an>increase>in>willingness>to>spend.>The>outlook>for>employment>in>Europe>surged>overall>although>safety>issues>continued>to>be>the>leading>concern.>Confidence>within>the>Asia-Pacific>region>was>modest>with>high>optimism>in>job>prospects>and>personal>finances.>Click>here>to>download>the>full>Nielsen>report.

New information published by Tourism Australia

> Mood of the Nation report:>This>report>looks>at>the>perceptions>held>by>Australian>consumers>with>respect>to>the>size>and>value>of>the>Australia’s>tourism>industry>and>also>the>perceived>benefits>and>consequences.>Over>half>of>Australians>believe>international>tourism>creates>opportunities>for>business>and>economic>growth,>and>less>than>one-quarter>perceive>negative>outcomes>of>tourism>to>Australia.>Click>here>to>read>full>report.

> Youth and Working Holiday Maker (WHM) infographics:>>These>infographics>provide>a>quick>snapshot>of>the>‘Youth’>and>‘WHM’>sectors>highlighting>the>markets>they>come>from,>how>they>plan>and>book>their>holiday,>how>much>they>spend,>what>they>spend>their>money>on,>where>they>stay>and>more.>Click>here>to>view>the>infographics.

New reports published by Tourism Research Australia (TRA)

>> TRA>recently>published>their>Tourism Forecasts>(Aug-17):>This>report>provides>short>and>long-term>forecasts>of>international>and>domestic>travel.>In>the>next>two>years,>international>visitors>to>Australia>are>forecast>to>increase>13>per>cent,>from>8.6>million>in>2016/17,>to>9.2>million>in>2017/18>and>9.7>million>in>2018/19.>Click>here>to>read>full>report.

> State Tourism Satellite Account, 2015/16>(Jun-17):>This>report>highlights>the>importance>of>tourism>to>each>Australian>State>and>Territory’s>economy.>In>2015/16,>direct>and>in-direct>tourism>was>worth>$32.5>billion>to>New>South>Wales’>economy.>Click>here>to>read>full>report.

> State of the Industry 2016>(Feb-17):>This>report>reviews>the>tourism>industry’s>performance>in>2015/16.>Over>the>year>total>tourism>consumption>increased>6.1%>to>$130>billion.>Click>here>to>read>full>report.

Business Events Update

Tourism>Australia’s>specialist>Business>Events>Australia>(BEA)>team>continues>to>raise>awareness>and>consideration>of>Australia’s>quality>business>events>product>offering>and>delivery>of>both>association>and>incentive>events.>BEA>is>focused>on>an>integrated>distribution>and>marketing>strategy>aimed>at>inspiring>its>target>customers.>

Last>financial>year,>more>than>130>Australian>sellers>joined>BEA>at>international>business>events>trade>shows>including>IMEX>America,>PAICE,>IBTM>World,>Business>Events>Australia>Greater>China>Showcase,>Associations>World>Congress>and>IMEX>Frankfurt.>More>than>200>business>leads>were>generated>for>Australia>at>these>trade>shows,>demonstrating>the>tangible>business>outcomes>in>highlighting>why>there’s>nothing>like>Australia>for>business>events.>

BEA’s>distribution>program>for>the>2017/18>financial>year>will>include>Tourism>Australia’s>signature>incentive>showcase,>Dreamtime,>which>will>be>held>from>3>to>6>December>2017>in>Brisbane.>Held>in>partnership>with>the>Brisbane>Convention>

CONSUMER PROFILE UNITED STATES OF AMERICA

SUMMARY

TripAdvisor Facts

The US is the largest international market viewing Australia on TripAdvisor, at 8.1% of all sessions. In 2016 this figure grew 15.3% year-on-year. Despite the US being the largest international market viewing Australia, this represents a small percentage of all the other international destinations they are searching.

Traveller Profile

Motivations for travel

US travellers choose a destination based on good food and wine, aquatic and coastal experiences and world-class nature. A destination must also satisfy the rational factors of safety and security and value for money.

Where are they going?

The most-visited destination for US travellers is Europe. Specifically, France followed by the UK, Italy and Germany. Australia is 25th on the list in terms of trips taken in 2016.

Where do they want to go?

Europe is most definitely on their to-do list in the next two years. Australia makes it onto the aspiration list for the next four years, in fifth position, but Europe is the priority for US travellers.

Who do they travel with?

Over one-third of US consumers travel as a couple.

Traveller Behaviour

How do they prefer to travel?

> Trip length is on par with the average of international travellers, at nine nights featuring an average of four destinations.

> Preferred styles of travel include visiting friends and family and resort holidays.

> There is almost a fifty/fifty split in terms of the ratio of trips which are tour groups, compared to trips which are semi-or fully-independent.

When do they travel?

May to July are the peak travel months for US consumers, with lead times typically falling between three to six months.

For travel to Australia, specifically, December-March and July are the peak travel periods for US travellers.

How do they plan to travel?

For early planning and inspiration, US travellers are using a combination of online and offline sources, including talking to friends and family, searching the internet, or reading travel and guide books.

How do they book travel?

When it comes to booking, the majority are doing so online, directly through an airline or via a travel agent, either online, via telephone or in person.

Perceptions of AustraliaAustralia is perceived as a destination offering aspirational, iconic landmarks from coastal to outback terrain, modern cities, laidback people and world-class beaches.

Australia is well-placed to deliver on the importance factors which are most highly valued among US travellers, with Australia being ranked in first position for aquatic and coastal and world-class nature experiences. US travellers have weaker perceptions of Australia’s food and wine offering.

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 USA 2017

The information in this fact sheet comes from Tourism Australia’s (TA) international consumer research study the ‘Consumer Demand Project’ (CDP). The CDP was set up in 2012 to look into how global consumers view Australia and what most motivates them to visit.

Insights from the CDP have been used extensively to inform and support development of TA’s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism. The research is used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.

Most important factors when selecting a holiday destination

Market OverviewIn 2016, the United States of America (USA) was Australia’s fourth largest inbound market for visitor arrivals, the third largest market for total visitor spend and the fourth for visitor nights.

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, removing the impact of very long stay visitors. ◊ Data refers to an average of 2012-2016. § Refers to share of arrivals of respective purpose. ‡ Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016.

25%

Visiting friends & relativesפ

44%Holidayפ

20%Businessפ

12%Other◊§‡

711,400Visitor arrivals1 (á 16 per cent)

$3.7bnTotal spend2 (á 7 per cent)

Read as: 47% of respondents rate ‘safety and security’ among the top five most important factors when choosing a holiday destination.

47%

37%

32%

32%

31%

31%

30%

24%

23%

17%

Safetyandsecurity

Goodfoodandwine

Aquaticandcoastal

Worldclassnature

Valueformoney

Richhistory andheritage

Friendlyandopencitizens

Qualityaccommodation

Familyfriendly

Cleancities, goodinfrastructureMedian nights

stayed◊

**2

Average nights stayed◊

*2

23nights

11 nights

AMERICAN TRAVELLER PROFILE

Working with Tourism Australia | 7

Latest Arrival Statistics › Tourism Australia publishes the latest data on international visitors

to Australia by market on a monthly basis using information from the Australian Bureau of Statistics.

› Access our interactive dashboard to view the number of international arrivals who visit Australia on a monthly and yearly basis.

Find out more here www.tourism.australia.com/arrivals

Latest Expenditure Statistics › Tourism Research Australia publishes the results of the quarterly

International Visitor Survey (IVS) including information on expenditure by market.

Find out more here www.tra.gov.au

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

AviationAviation 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

8 | Working with Tourism Australia

Marketing ResourcesImage and Video Galleries

› Tourism Australia’s image and video galleries contain thousands of still and moving imagery that is free of charge for use to promote tourism to Australia.

› Supplement your own imagery in your marketing activity, collateral including brochures and flyers, as well as your websites and training presentations.

Find out more at www.images.australia.com and www.video.australia.com

Campaign Assets › Tourism Australia’s successful global consumer campaign ‘There’s

Nothing like Australia’ offers a large range of free tools for use.

› You can download campaign images and videos from our image and video galleries (see above).

› You can also download the ‘There’s Nothing like Australia’ campaign logo for use on your website and collateral.

Find out more at www.tourism.australia.com/campaignassets

Australia.com › Tourism Australia’s consumer website – www.australia.com -

receives millions of unique visits each year and is the primary call to action for our consumer marketing campaigns.

› It is translated into nine languages other than English.

› Australia.com contains listing from more than 40,000 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/listing-with-atdw

promoting your productAustralian Stories

› ‘Australian Stories’ is a section of our weekly industry newsletter Essentials.

› This section aims to keep subscribers informed on what’s new in Australia.

› The large distribution list includes travel writers, journalists, public relations representatives as well as global travel distributors.

› 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 in your stories or press releases to our team.

Send your stories to internationalmedia@tourism.australia.com

Australian Insider › ‘Australian Insider’ is a section on the australia.com consumer

website focused on what is new and happening in Australia right now.

› 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.

› If you have something that you think would work for this section, we’d love to hear from you.

Send your stories to editorial@tourism.australia.com with ‘Australian Insider content submission’ in the subject line.

Working with Tourism Australia | 9

Submit Content for australia.com › We encourage industry to contribute content for the chance to be

published on our consumer website - australia.com.

› If you have a great story idea or travel itinerary to share, we would like to work with you to get this published.

› To help you create content that fits within the style of our site, we have created some guides including a Content Playbook, a Content Stylebook and Content Templates .

› Check out the content submission page to view some examples of Place Articles, Activity Bundles, List Bundles and Itineraries as well as the terms & conditions around submitting content and images.

For more information check out www.australia.com/content or email us at editorial@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 product news and stories for the opportunity to be featured in this newsletter.

Email us at bea@tourism.australia.com

Generating PublicityTourism 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.

Find out more here: www.tourism.australia.com/workingwithmedia

International Media Hosting Program › Tourism Australia works closely with the Australian tourism industry

to host up to 1,000 journalists, digital influencers, opinion leaders and television crew members from around 25 countries each year.

› The program aims to generate editorial coverage of Australia by providing opportunities for media to participate in inspiring experiences, meet unique personalities and immerse themselves in our lifestyle.

› Tourism Australia partners with the State and Territory Tourism Organisations to deliver the program.

› To get involved, ensure you connect with your Regional, State or Territory Tourism Organisation in the first instance.

For more information email mediahosting@tourism.australia.com

A practical guide to working with the media 1

Making a SplashGENERATING PUBLICITY FOR AUSTRALIAA practical guide for working with the media

10 | Working with Tourism Australia

Social Media › Tourism Australia’s social media program focuses on stimulating

conversations about Australia through key platforms including Facebook, Twitter, and Instagram.

› We post mainly user-generated and industry-supplied content, which encourages fans to continue sharing their own stories and experiences on an ongoing basis.

› Our social team has created a ‘tips and tricks’ guide that will help you create compelling content for use in social media channels.

Find out more at www.tourism.australia.com/socialmedia

Facebookwww.facebook.com/seeaustralia

› Upload photos and videos directly to the Tourism Australia Facebook wall.

› Ensure the caption includes the location of the image and a brief background story.

› If your content is re-posted by us, ensure you are part of the

conversation by posting comments and answering questions.

Working with Tourism Australia | 11

Instagramwww.instagram.com/australia

› Hashtag your images with: #seeaustralia and tag @australia

› For food & wine related content also use: #restaurantaustralia

› Don’t forget to add your State/Territory hashtag:

› And, your Regional & Local Tourism Organisation hashtags:

Twitterwww.twitter.com/australia

› Tweet interesting news, photos or videos to: @Australia

› Join the Restaurant Australia conversation by using: #restaurantaustralia

› Tweet industry news and content to @TourismAus

› Tweet business events related news and content to

@MeetInAustralia

#

#

Working with Tourism Australia | 11

12 | Working with Tourism Australia

Aussie Specialist ProgramThe Aussie Specialist Program is our platform for training international frontline travel sellers plus inbound tour operators in Australia.

Tourism Australia works in partnership with all eight State and Territory Tourism Organisations (STOs) on delivering this program to more than 30,000 qualified agents across the globe. The Aussie Specialist website features inspiring content and a range of useful sales resources including training modules, an interactive map, suggested itineraries, fact sheets and much more.

There are three key opportunities to showcase your product or destination to these highly engaged Aussie Specialist agents.

Travel Club › You can submit an offer to entice Aussie Specialists to experience

your product first-hand on their personal visit to Australia.

› Your listing in this section of the site includes an image and product description resulting in a further training opportunity for the Aussie Specialist.

› Your offer should be valid for at least 12 months.

› Many operators offer FOC or discounts on their product or some sort 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

Working with Tourism Australia | 13

Product Update Videos › You can send us a product video that showcases your product or

destination to Aussie Specialists.

› Ideally, the video would address the Aussie Specialists directly, however if this is not possible we can upload your consumer-orientated video.

› Videos can be filmed in English or other languages.

› The video can be very simple and inexpensive to produce – some operators have submitted videos filmed and edited on their 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

Latest News › You can send us your latest news to keep Aussie Specialists well-

informed on any new product developments and/or changes.

› Your news piece should include a high-resolution image and link to further details.

› We suggest also sharing news with your STO partner for possible inclusion in upcoming newsletters. Content is provided to our teams in-market on a monthly basis by each STO.

Submit your news to aussiespecialist@tourism.australia.com

Working with Tourism Australia | 13

14 | Working with Tourism Australia

Business Events Australia Business Events Australia (BEA) is a specialist business unit of Tourism Australia dedicated to promoting Australia internationally as a destination for conferences, incentives, exhibitions and events.

Find out more at www.australia.com/businessevents

Email the team at bea@tourism.australia.com

Marketing our OfferBEA works to engage specific customer segments through partnership marketing, PR, content, media programs, digital communications, social media and events.

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 TradeBEA 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

Connect on LinkedIn › Follow us on LinkedIn to keep up to date with news on Australia’s

business event industry.

Visit www.linkedin.com/company/businesseventsaustralia to follow

Use Twitter › Follow BEA’s Twitter handle @MeetinAustralia to get connected with

the global BE audience and to keep up to date.

› Share your business events news and event success stories by tweeting @MeetinAustralia or #MeetinAustralia.

Submit Content for australia.com/businessevents › We encourage business events products to contribute content to

the BEA website.

Find out more at www.australia.com/businessevents

Email the team at bea@tourism.australia.com

Working with Tourism Australia | 15

Industry Events and WebinarsTourism Australia hosts a number of key onshore and offshore industry events and trade shows each year.

Industry Briefings › Tourism Australia hosts industry briefings in all states/territories on

an annual basis.

› These briefings provide stakeholders with the opportunity to meet and hear from TA’s senior management team.

› Topics covered include TA’s creative and strategic direction, our 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.

Check out upcoming and recorded webinars here 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

Industry Events › Tourism Australia’s industry events program provides forums for

Australian sellers to showcase their product and engage with international buyers.

› The largest of these events in the annual Australian Tourism Exchange (ATE), bringing together around 2,500 buyer and seller delegates to meet and discuss business opportunities.

› Tourism Australia also participates in various third-party events, providing industry the opportunity to join TA’s stand as an exhibiting partner.

› Examples of industry events include:

16 | Working with Tourism Australia

Industry Development and Advice

VisitCanberra

www.tourism.act.gov.au

Tourism and Events Queensland

www.teq.queensland.com

Tourism Tasmania

www.tourismtasmania.com.au

Visit Victoria

www.tourism.vic.gov.au

Tourism Western Australia

www.tourism.wa.gov.au

Destination NSW

www.destinationnsw.com.au

Tourism NT

www.tourismnt.com.au

South Australian Tourism Commission

www.tourism.sa.gov.au

ATEC › The Australian Tourism Export Council (ATEC) is the peak industry

body representing Australia’s $33.4 billion tourism export sector.

› ATEC represents more than 850 members across Australia including large national and multinational companies as well as small and medium-sized enterprises.

› ATEC’s services include B2B opportunities, industry advocacy and development, education and business capacity building, local and national networking events and conferences.

More information on ATEC’s national branches, services and opportunities can be found here www.atec.net.au

State and Territory Tourism Organisations › Each state and territory has its own government tourism agency

that works with industry.

› The role of the State and Territory Tourism Organisations (STOs) is 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.

Working with Tourism Australia | 17

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

Austrade › The role of the Australian Trade and Investment Commission

(Austrade) in Australia’s tourism industry is to develop policy, attract investment and provide research to grow Australia’s tourism market share.

› Austrade supports industry investment and provides industry with the tools to compete more effectively in the global economy.

› The Export Market Development Grants (EMDG) scheme is a key Australian Government financial assistance program for aspiring and current exporters.

More information on this scheme can be found here www.austrade.gov.au/Australian/Export/Export-Grants

Investment AttractionTourism Australia and Austrade are working together to market Australia as an attractive investment destination for tourism infrastructure, and work with state and territory governments to facilitate foreign direct investment (FDI).

The aim of this partnership is to attract FDI that helps achieve the Tourism 2020 visitor expenditure target by:

› Raising awareness of the Australian tourism industry as an attractive place to invest;

› Removing potential barriers to investment and bringing tourism infrastructure opportunities to fruition;

› Providing State and Territory partner organisations with tangible FDI leads that match their identified goals.

Find out more at www.tourisminvestment.com.au

18 | Working with Tourism Australia

Tourism Australia Industry Relations Tourism Australia’s Industry Relations team is here to help you access a range of useful tools and resources that will assist in growing your international tourism business. We are also available to help build your knowledge of our marketing activity and the ways you can work with us.

The team will inform you about the various Tourism Australia programs and opportunities and how you can be involved.

Please don’t hesitate to contact the team should you have any queries:

Dominic MehlingIndustry Relations Manager ACT, NSW, NT & QLD

+61 2 9361 1325dmehling@tourism.australia.com

Kristy CarstairsIndustry Relations Manager SA, TAS, WA, VIC & Youth

+61 2 9361 1717kcarstairs@tourism.australia.com

Leigh SorensenGeneral Manager Industry Relations

+61 2 9361 1373lsorensen@tourism.australia.com

Business Events AustraliaFor more information on Business Events Australia activity please contact:

Kelly Maynard Business Events Distribution Development Manager

+61 2 9361 1733 kmaynard@tourism.australia.com www.australia.com/businessevents

Tourism Industry Councils

› Tourism Industry Councils operate in many States of Australia.

› They are the peak industry bodies within their State jurisdiction and operate under a membership model.

› Refer to each council’s website for more information on what they offer their members – this often includes educational programs, business advice as well as tourism award programs.

Queensland Tourism Industry Councilwww.qtic.com.au

South Australian Tourism Industry Councilwww.satic.com.au

Tourism Industry Council of WAwww.tourismcouncilwa.com.au

Tourism Industry Council of Tasmaniawww.tict.com.au

NSW Business Chamber (Tourism Industry)www.nswbusinesschamber.com.au

Working with Tourism Australia | 19

Connect and Keep in TouchStay up to date with tourism news as well as opportunities that become available through these channels:

CORPORATE WEBSITE

www.tourism.australia.com

Latest information on campaigns, activity in market,

research, statistics and more.

SUBSCRIBE TO NEWSLETTERS

www.tourism.australia.com/subscribe

Essentials

General news & updates, including Australian Stories

(new products, events, destination news), industry

events, research and insights, state & territory news.

Business Events Australia

Updates on Business Events Australia activity

TWITTER

@TourismAus

Corporate Twitter handle

@MeetinAustralia

Business Events Australia Twitter handle

LINKEDINFollow ‘Tourism Australia’ and

‘Business Events Australia’

Follow us as an organisation.

INDUSTRY BRIEFINGS

www.tourism.australia.com/industrybriefings

Hear from the Tourism Australia team at a briefing in

your local area.

WEBINARSwww.tourism.australia.com/events A range of topics are delivered as part of our webinar program.

August 2017

20 | Working with Tourism Australia

Working with Tourism Australia ChecklistConnect with Us

Visit our corporate website: www.tourism.australia.com

Subscribe to our newsletters:

› Essentials › Business Events Australia

www.tourism.australia.com/subscribe

Follow us on Twitter

@TourismAus @MeetinAustralia

www.twitter.com/TourismAu www.twitter.com/MeetinAustralia

Follow us on LinkedIn

Search ‘Tourism Australia’ and ‘Business Events Australia’

Social Media

‘Like’ the Australia Facebook page:

www.facebook.com/seeaustralia

Post your images directly to the Australia Facebook page

Follow @australia on Instagram

Hashtag your Instagram posts with:

#seeaustralia

#restaurantaustralia

State/Territory hashtag: # ......................................................................Regional hashtag: # ..................................................................................

Tweet photos/news and include @australia

Check out content tips and tricks:

www.tourism.australia.com/socialmedia

Promote Your Business

Send us your stories and press releases:

internationalmedia@tourism.australia.com

List with the Australian Tourism Data Warehouse:

www.atdw.com.au

Submit content for australia.com articles, itineraries and stories:

www.australia.com/content

Insights, Tools and Resources

Learn about our International Markets:

www.tourism.australia.com/marketprofiles

Expand inbound knowledge using the Tourism Export Toolkit:

www.tourism.australia.com/exporttoolkit

Download consumer insights by market:

www.tourism.australia.com/consumerprofiles

Access thousands of images/videos:

www.tourism.australia.com/galleries

Use the ‘There’s Nothing Like Australia’ assets and logo:

www.tourism.australia.com/campaignassets

Check out the latest tourism insights and trends:

www.tourism.australia.com/insights

Plan your attendance at industry events:

www.tourism.australia.com/eventscalendar

Aussie Specialist Program

Submit a Travel Club offer:

www.tourism.australia.com/travelclub

Create and submit a short product update video:

www.tourism.australia.com/aussiespecialist

Share your newsworthy items with the Aussie Specialist network:

aussiespecialist@tourism.australia.com

Business Events Australia

Explore the tools and resources on the Business Events

Australia website:

www.businessevents.australia.com

Connect with BEA and send your BE product information:

bea@tourism.australia.com