Tourism Australia sets course for 2016

Tourism Australia has reported a “stellar year” with its Restaurant Australia campaign exceeding expectations and momentum already building around its new coastal push.

Speaking at the TTF Leadership Drinks in Sydney last night, TA chairman Tony South confirmed that Restaurant Australia, which launched in 2014, has smashed its targets and will continue into next year, when it will be complemented by the imminent coastal and aquatic push.

He highlighted the food and drink focused campaign’s original target of $500 m in spend on food and wine from international markets which was set when the campaign was inaugurated.

“The IVS released last week indicated that not only did we achieve $500m, but the number was actually $700m.”

South, who took up the position previously held by Geoff Dixon in September, said the campaign’s success was testament to TA’s industry partnerships with the states and with commercial partners globally.

The new coastal push, which received a boost late last month with the launch of David Attenborough’s three-part documentary about the Great Barrier Reef, will kick off in January with the aim of capitalising on one of Australia’s “clear strengths”.

“The objectives of the coastal campaign are very research-based,” South explained.

“There’s a disconnect is just as it was in food and wine between perceptions that exist before travel to Australia and those that are created post travel to Australia and it’s that disconnect that we’re seeking to exploit as well as playing to our existing strengths.”

The tourism body’s focus in 2016 will remain on converting interest into business.

“Our focus with our state partners this year, and into next year and beyond, is a heightened focus on converting interest in Australia and desire to travel to Australia into business, into travellers actually coming to Australia – that’s unashamedly what we’re about,” South said.

“We will drive our returns as best we can, we will engage through our digital capability and through social media to drive that conversion and underpin in, and we will continue to grow and expand our existing traditional and non-traditional commercial partnerships.”

He highlighted the vital role of travel agents in TA’s endeavours.

“In these days of dramatically different distribution, knowledgeable and expert travel agents are so important to us,” he said.

“The Aussie specialist program has been revamped and relaunched and we’re already seeing great success.”

Meanwhile, South welcomed the government’s recognition of the tourism industry’s growing importance as evidenced by the appointment of a tourism minister, senator Richard Colbeck.

“Tourism is heading towards being a much larger contributor,” he said. “The recognition of government and the tangible contribution is very, very welcome.”

Advertise with us

Email the Travel Weekly team at traveldesk@travelweekly.com.au

tony south tourism tourism australia ttf