[Australia]: Tourism Australia

[Owen]

Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. Its mission is to make Australia the most desirable destination on earth. Tourism Australia is active in 15 international markets, promoting unique attributes which will entice people to visit and targeting people who research indicates will spend more and travel most widely throughout the country. Activities include advertising, public relations and media hosting, trade shows, industry programs, consumer promotions, online communications and consumer research. Tourism Australia is a corporate Commonwealth entity and was established by the Tourism Australia Act 2004. Under section 6 of the Tourism Australia Act 2004, Tourism Australia’s main objectives are to: to influence people to travel to Australia, including for events, to influence people travelling to Australia to also travel throughout Australia, to influence Australians to travel throughout Australia, including for events, * to help foster a sustainable tourism industry in Australia, and to help increase the economic benefits to Australia from tourism. *While the legislation outlines domestic functions, Tourism Australia is not currently engaged in domestic tourism marketing activities. This change is outlined in the Minister for Tourism’s Statement of Expectations for Tourism Australia.

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Partners​

Airlines	Tourism Australia works with over 20 airline partners across key international markets each year. Tourism Australia has long-term strategic marketing agreements with eight airlines, which outline a spirit of cooperation and matched investment in key international markets. These airlines are: Virgin Australia, Qantas Airways, Air New Zealand and Singapore Airlines. Tourism Australia also works with a number of other airlines on market-specific campaigns.
State and Territory Tourism Organisations	Tourism Australia works with all State and Territory Tourism Organisations on marketing campaigns in our key international markets to attract visitation to Australia. Partnerships with these organisations also extend to trade familiarisation visits, the International Media Hosting Program, and key trade events such as the Australian Tourism Exchange, Corroboree and Dreamtime.
Key Distribution Partners	Tourism Australia works closely with more than 160 travel companies on cooperative marketing to drive conversion in all priority markets These Key Distribution Partners (KDP) include wholesalers, retailers and online travel agencies. Each KDP is selected based on the fit with Tourism Australia’s market strategy, a shared target customer profile, shared funding of marketing activity, a commitment to training their frontline sales team through the Aussie Specialist Program and a commitment to selling quality Australian product and experiences.
Non-Travel Industry	Tourism Australia also works with non-travel brands such as Quiksilver and banking partners on market-specific campaign activity.
Aviation Development	Tourism Australia partners with Australia’s key international airports and State and Territory Tourism Organisations (STO) to build demand for existing flights and new routes through cooperative marketing. Market and customer knowledge is used to add value to the work already being done by the STOs, regions and airports. Tourism Australia works collaboratively with other government agencies which lead aviation access, immigration policy and investment to reduce bilateral restrictions. Tourism Australia also attends key aviation events such as World Routes to raise Australia's profile and discuss aviation route development.
Business Events	Tourism Australia works with Australian business events industry, including Convention Bureaux, on international partnership marketing initiatives that drive awareness of Australia, and increase conversion of business. Industry also partner with Tourism Australia on its educational visit program, trade event attendance, and production of content to show why there’s nothing like Australia for business events.