Tourism Australia’s response to the global economic recession

Tourism Australia has stepped up its market monitoring to ensure that its strategic decisions are
based on the most up to date information and that TA responds to challenges and opportunities
facing the Australian tourism industry. In addition, this Global Market Monitor shares the most
up to date information with the tourism industry to assist them in their strategic decision
making.
A quarterly full review of all market performance will also be conducted within TA allowing TA to
evaluate current plans and respond where necessary with shifts in marketing funding and
prioritisation.
Our intention is to pursue a strategy in 2009/2010 which will focus on those markets which can
deliver enough volume to minimise the decline in overall visitor numbers to Australia in the short
term, and to take advantage of growth opportunities for the long term.
In a number of source markets Australian sales are expected to perform more strongly than sales
to other competing long haul destinations due to the fall in the Australian dollar and more seat
capacity and lower airfares to Australia.
The importance of the domestic market is even more evident in the current environment and it
will be a strong focus of TourismAustralia’s marketing activity over the coming months.
Tourism Australia’s Annual Operating Plan is currently under development but key elements,
which reflect our overall strategy as described above will include:
• Continued use of the Come Walkabout brand campaign over the next few months with a
gradual transition to the next phase of that campaign toward the end of the year. This is
a reflection of the positive consumer reaction as measured in brand health monitoring;
• Prioritisation toward those markets and market segments that are forecast to perform
best in the next one – two years;
• Increased focus in trade and consumer communications on the improved value for
money of a trip to Australia from a range of source markets for leisure and business
event tourism;
• Increased cooperative activity with industry partners who are funding tactical campaigns
to support delivery of inbound arrivals;
• Relaunch of the domestic No Leave‐No Life campaign to boost domestic leisure
overnight tourism;
• Maintenance of our previous local currency buying power in international markets in the
remainder of 2008/09 (notwithstanding the large fall in the buying power of the A$).
The next Global Market Monitor is planned for the end of April 2009, following contact with
survey respondents just after Easter