Part­ner­ships key to suc­cess

Travel Bulletin - - ISSUES & TRENDS - John O’sul­li­van, man­ag­ing direc­tor Tourism Aus­tralia

The con­tin­ued growth of Aus­tralian tourism plays an in­creas­ingly im­por­tant role in the eco­nomic well­be­ing of our coun­try. As a sec­tor, Tourism is now grow­ing faster than the Aus­tralian Econ­omy as a whole – it is no longer a po­ten­tial su­per in­dus­try, its time is now. Al­most 8 mil­lion in­ter­na­tional vis­i­tors came to Aus­tralia over the last year. Of course in­bound tourism growth and avi­a­tion ca­pac­ity go hand in hand. In re­cent times, we’ve seen sig­nif­i­cant an­nual in­creases in ca­pac­ity in some of our key mar­kets, in­clud­ing Ja­pan (19 per cent), China (26 per cent), and the USA (11 per cent). In­creas­ing avi­a­tion ca­pac­ity in a sus­tain­able way is key to achiev­ing our in­dus­try’s Tourism 2020 goals, which is why Tourism Aus­tralia works so closely with air­ports and air­lines as well as our state and ter­ri­tory tourism part­ners to en­sure sup­ply in­creases with de­mand. This ‘Team Aus­tralia’ ap­proach to avi­a­tion de­vel­op­ment fo­cuses around long term strate­gic agree­ments, co-op­er­a­tive mar­ket­ing part­ner­ships and sup­port­ing the de­vel­op­ment of new routes. It’s an ap­proach that’s been crit­i­cal to the suc­cess we’ve en­joyed in re­cent years and, I’m proud to say, some­thing we’ve been recog­nised for in­ter­na­tion­ally. Tourism Aus­tralia re­cently se­cured the ‘Best Des­ti­na­tion Mar­ket­ing’ award for the fourth year run­ning at Routes Asia, the world’s lead­ing con­fer­ence on route de­vel­op­ment op­por­tu­ni­ties. To be con­sid­ered the best in this field is a great honour, one we share equally with our part­ners, and for us these ac­co­lades are ac­knowl­edg­ment that the ‘Team Aus­tralia’ ap­proach to se­cur­ing new routes and ad­di­tional avi­a­tion ca­pac­ity is suc­cess­ful and con­sid­ered ‘best prac­tice’. In the past 12 months we’ve gen­er­ated close to $80 mil­lion in rev­enue from in­dus­try part­ners, with more over 30% of this de­liv­ered through sig­nif­i­cant avi­a­tion agree­ments. This in­cludes in­ter­na­tional air­lines such as Air New Zealand, Air China, China Eastern, China South­ern, Eti­had Air­ways and Sin­ga­pore Air­ways. And, closer to home, Qan­tas and Vir­gin Aus­tralia. It’s great to be work­ing with Aus­tralia’s two lead­ing air­lines once again. Both car­ri­ers are crit­i­cal to the over­all suc­cess of the Aus­tralian Tourism in­dus­try, both do­mes­ti­cally and in­ter­na­tion­ally. What’s ex­cit­ing about these agree­ments is our fo­cus on data shar­ing which will al­lows us to tar­get con­sumers with the right mes­sage at the right time, sup­ported by a great avi­a­tion of­fer. Tourism Aus­tralia now en­joys co-op­er­a­tive mar­ket­ing re­la­tion­ships with most of the largest in­ter­na­tional car­ri­ers serv­ing Aus­tralia from its key tourism mar­kets. In fact, last year saw Tourism Aus­tralia work with 20 air­lines, re­sult­ing in more than A$40 mil­lion dol­lars be­ing col­lec­tively in­vested in long term strate­gic agree­ments for joint mar­ket­ing cam­paigns. Our avi­a­tion part­ner­ships are sup­ported by Tourism Aus­tralia’s work with the in­ter­na­tional travel trade. We now have more than 22,000 agents world­wide be­come qual­i­fied ‘Aussie Spe­cial­ists’, util­is­ing our newly re­launched plat­form. In Asia we have estab­lished a Key Dis­tri­bu­tion Part­ner net­work across China, In­done­sia, Hong Kong, Ja­pan, Malaysia, Sin­ga­pore and In­dia. We main­tain a strong Aus­tralian pres­ence at key travel events such as ITB, WTM and Cor­ro­boree events, and have launched im­por­tant part­ner­ships with OTAS such as Ex­pe­dia, Al­itrip and Make My Trip. Last year alone, Tourism Aus­tralia and our KDP part­ners jointly spend over $30 mil­lion in pro­mot­ing Aus­tralia. Part­ner­ship agree­ments of this scale se­cure sig­nif­i­cant funds to­wards our in­ter­na­tional mar­ket­ing and dis­tri­bu­tion ac­tiv­i­ties. It means we have more money to do what we do best – pro­mote our coun­try through our global ‘There’s Noth­ing Like Aus­tralia’ mar­ket­ing cam­paign.

In­creas­ing avi­a­tion ca­pac­ity in a sus­tain­able way is key to achiev­ing our in­dus­try’s Tourism goals...’ 2020

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