Case Study
Tourism Australia is the Government of Australia agency responsible for promoting Australia to the world as a destination for business and leisure travel.
Tourism Australia’s purpose is to increase the economic benefits to Australia of tourism, supporting the industry’s Tourism 2020 strategy, which aims to grow the overnight annual expenditure generated by tourism to as much as $140 billion by 2020.
The organisation is active in around 30 key markets, including Australia, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit.
Tourism is an important industry for the Australian economy. In the financial year 2010/11, the tourism industry represented 2.5% of Australia’s GDP at a value of approximately A$35 billion to the national economy. This is equivalent to tourism contributing $94.8 million a day to the Australian economy. Domestic tourism is a significant part of the tourism industry, and was responsible for 73% of the total direct tourism GDP.
Popular Australian destinations include the coastal cities of Sydney and Melbourne, as well as other high profile destinations including regional Queensland, the Gold Coast and the Great Barrier Reef, the world’s largest reef. Uluru and the Australian outback are other popular locations, as is Tasmanian wilderness. The unique Australian wildlife is also another significant point of interest in the country’s tourism.
Task 1:
Tourism Australia is planning to increase income from international tourists by entering new International markets. Discuss the new target markets for Tourism Australia. (PC 1.1)
Task 2:
From the recent time Tourism Australia main objective is not only to increase number of tourists but also to increase spending per tourist to generate more income. Before entering into new market Tourism Australia need to gather some information through market research to full fill requirements to achieve its both targets. Discuss the information Tourism Australia required before entering into those selected new markets to achieve their two objectives. (PC 1.2)
Task 3
Tourism Australia also need to identify the key legislations from the different governments which may affects its operations in near future in the new target market. Some of those legislations are given below. Discuss. (PC 1.2)
International Commercial Terms (INCOTERMS)
Trade modernisation legislation: Customs Legislation Amendment and Repeal Act, Import Processing Charges Act, Customs Depot Licensing Charges Amendment Act
Trade Practices Act
Warsaw Convention
World Trade Organisation determinations
Task 4
As Tourism Australia is planning to enter into new markets. The Information gathered through marketing research need to be effective and trustworthy and to do that Tourism Australia need assistance from different local and international sources who will help to get the required information. List those sources. (PC 1.3)
Task 5:
From the listed sources in previous task. Discuss the kind of information the reports or records those sources may provide to Tourism Australia which may be use later for its market research. Make a list in which mentioned some of the links or reports which you find during your research and relevant for your research. (PC 1.4 and 2.1)
Task 6:
Go to the Tourism Australia website>Statistics>Arrivals>May 2014> Download the visitors by market chart and analyse and discuss the trends by using different statistical tools. Also discuss the assistance which you may require to perform the given task. (PC 2.2 and 2.3)
Task 7:
The Tourism Australia caused controversy in 2006 and 2010 when it’s advertising campaign “So where the bloody hell are you?” gained media attention following a ban in the UK and Tourism Australia displayed a caged kangaroo on a street in Hollywood. Discuss the impact may these two past events have in your target market. Also discuss any other factors which may you think can cause impact on your target market along with also discuss the personnel with whom you need to share the reports based on the above controversies. (PC 2.4 and 2.5)
Task 8:
Create a report and provide it to the relevant personnel on the basis of your research. Your report should include:
Tourism Australia final decision on the new target market on the basis of gathered information and trends. Discuss the possible decisions for Tourism Australia for the target market. (PC 3.1)
List the people with whom you want to share your report. Also include points in your report to justify the decision on the basis of trends. (PC 3.2 and 3.3)
