TA boss keen to "punch through" top end 2020 targets
Tourism Australia will look to work with partners outside of the industry as its new managing director looks to accelerate growth and “punch through” its 2020 targets.
John O’Sullivan said he will not settle for the current rate of progress which puts the industry on course to hit the bottom end of its goals.
He called on the industry to aspire to reach, and even beat, the top end target of generating overnight expenditure of $140 billion by the end of the decade.
“You often say in sport that you play for a win, not a draw, and that’s what I’m trying to do,” O’Sullivan told Travel Today.
Along with partnering with non-travel sectors to drive growth, O’Sullivan said the agency will strive to identify areas where Australia is losing out to competitor destinations.
The so-called “gap analysis” will form part of Tourism Australia’s annual consumer demand research in key source markets.
O’Sullivan identified financial institutions as possible partners and said talks have already begun with China Union Pay over the promotion of tourism businesses which offer the payment system to Chinese visitors.
Aligning with brands such as Red Bull could also help promote the youth and adventure market, while in-store promotions at branches of Coles and Woolworths in tourism centres could also form part of the thinking, he suggested.
“We haven’t really explored partnering with other industries before but I believe there are opportunities,” O’Sullivan said.
It will help accelerate growth and give tourism a new avenue to promote its products, he said.
“I want us to punch through the $115b lower end target and make it an aspiration to hit $140b, and possibly go through it,” O’Sullivan said.
“The targets are steep but you’ve always got to have ambitious targets and the industry is up for it. The 2020 vision has quantified the value of tourism and the industry is not backing away.
“In the current phase we are setting the scene. From 2016 onwards is when we really want to see results. Let’s hunker down and accelerate the growth.”
O’Sullivan said research will also be carried out in key markets to identity areas where Australia could improve.
“What are destinations, that are competitors to us, doing better that makes them more appealing than Australia?” he said. “It’s important we not only understand what people rate about our country but what the things are that we are not doing."
“Take Hawaii as an example. Every second family at my daughter’s school seems to be going to Hawaii. Why? Why is Hawaii so appealing when we’ve got places like Broome, the Whitsundays and Tropical North Queensland?
“There might be things that come out of the research that we can’t change, like proximity. But there may be areas we can improve.”
Tourism Australia’s recent focus on food and wine through the launch of Restaurant Australia was born from similar research, O’Sullivan said.
“Food and wine was coming up as a key driver for travel and there was a perception gap for Australia that we have addressed,” he said.
Meanwhile, O’Sullivan said he would continue to take a “balanced portfolio approach” to its western and Asian markets.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
2020 john osullivan tourism australiaLatest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.