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2012 ANNUAL REPORT 1 Who We Are, What We Do

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2012 ANNUAL REPORT 1 Who We Are, What We Do Tourism Australia Australia Tourism Tourism AusTrAliA Annual Report 2011–2012 AnnuAl reporT The Hon. martin Ferguson Am mp minister for resources, energy and Tourism parliament House Contact Officer Canberra ACT 2600 For more information about this report please contact: General manager Corporate Affairs and strategy 11 october 2012 Tourism Australia GPO Box 2721 sydney nsW 1006 Australia Dear minister, Telephone +61 2 9360 1111 i have pleasure in presenting the eighth annual report of This report can be accessed online at Tourism Australia, for the reporting period 1 July 2011 to www.tourism.australia.com 30 June 2012. Additional Information Sources The report has been prepared in accordance with section 2011/12 portfolio Budget statements 39 of the Tourism Australia Act 2004 and section 9 of the Tourism Australia Annual operational plan 2011/12 Commonwealth Authorities and Companies Act 1997, and Tourism Australia Corporate plan 2011/14 in accordance with the Finance minister’s orders. Freedom of Information Yours sincerely, Tourism Australia is a prescribed authority under the Freedom of Information Act 1982. Tourism Australia’s contact officer for freedom of information requests ism ark Craig, General manager, Corporate services. © Copyright Commonwealth of Australia. This work is copyright. Apart from any use permitted under the Copyright Act 1968, no part may be reproduced Geoff Dixon without prior written permission from the Commonwealth. Chairman requests and enquiries concerning reproduction and rights Tourism Australia should be addressed to the Commonwealth Copyright Administration, Attorney General’s Department, robert Garran offices,n ational Circuit, Barton ACT 2600 or posted at www.ag.gov.au/cca. Cover Image: Pebbly Beach, New South Wales Designed by Tourism Australia Design studio. Copyright Tourism Australia. Photography: Ian Butterworth Contents Who we are, what we do . 2 People and organisation . 43 Global visitor spend . 4 Organisational structure . 44 2011/12 Highlights - Tourism Australia . 6 The Tourism Australia Board . 45 Chairman’s report . 8 Australian Government performance reporting . 46 Managing Director’s report . 10 Human resources . 60 Tourism Australia’s objectives, Consultancies and contracts . 61 deliverables and priorities . 12 Environmental performance . 61 Australia and global tourism . 14 Corporate governance . 62 Tourism 2020 . 15 2011/12 Awards . 64 Tourism 2020 - achievements to date . 16 Meeting Tourism 2020 targets . 21 Financial Statements . 65 Customer focus . 22 Notes to the Financial Statements . 76 There’s nothing like Australia phase two . 24 There’s nothing like Australia for Business Events . 26 List of requirements . 102 Providing target customers with Glossary . 104 inspiration, tools and information . 28 Index . 105 Engaging inspirational partners . 30 Contacting Tourism Australia . 108 Development focus . 34 Focus on quality . 36 Government focus . 41 2011-2012 ANNUAL REPORT 1 Who we are, what we do As Australia’s national tourism organisation, Tourism Australia is an Australian Government statutory 2011/12 fast facts – Australian tourism Tourism Australia’s role is to increase authority, established by the Tourism Australia Act 2004. The organisation is responsible for promoting Australia International – Australian Bureau of Statistics and Domestic – National Visitor Survey results 12 months to international and domestic leisure tourism and as a compelling international tourist destination and International Visitor Survey 12 months to 30 June 2012 30 June 2012 international business events. It also supports encouraging Australians to travel throughout Australia. • 5.98 million short-term international arrivals: • $51 billion domestic overnight spend, up by 9.1 per cent up 1.2 per cent the Australian tourism industry in its efforts to Along with its predecessor, the Australian Tourist • 5.8 per cent growth in overnight trips for the year increase the number of visitors, their dispersal Commission, Tourism Australia has a strong reputation for • Arrivals from Asian markets drove growth, with China • Increases were recorded across all trip segments with developing innovative tourism marketing campaigns and up 16.7 per cent, Indonesia up 6.2 per cent, India up within Australia and the value they bring to the Holiday up 2.2 per cent, Visiting Friends and Relatives up has built one of the world’s most successful and desirable 5.4 per cent and Singapore up 1.3 per cent Australian economy. 11.5 per cent and Business up 6.9 per cent destination brands. • T otal international trip expenditure increased to • Spending in all these segments also increased with Tourism Australia works with its international, government $26.6 billion, up 1 per cent. China remained Australia’s Holiday up by 4.2 per cent, Visiting Friends and Relatives and industry partners to promote Australia’s unique tourism most valuable market, with expenditure up 9 per cent to up by 17.6 per cent and Business up by 16.4 per cent. experiences around the world. By providing the tourism $3.8 billion industry with resources and tools to promote its successful • Visitors from Asia were the highest spenders, contributing marketing campaign – There’s nothing like Australia – the $12.7 billion expenditure value to Australia, which organisation encourages more people to visit Australia, represents 47 per cent of total international spend. increasing the country’s travel market share, visitors’ spend per trip and the number of long-haul visitors. Tourism Australia adds value to domestic travel and tourism by encouraging Australians to spend their annual leave on a domestic holiday. 2 Who we are, what we do Indigenous experiences, Cooktown, Queensland 2011-2012 ANNUAL REPORT 3 Global visitor spend CHINA $3.77b UK (+15% since June 2010) KOREA $1.29b $2.81b (+3% since June 2010) (-6% since June 2010) HONG GERMANY KONG $0.79b $0.88b (+5% since June 2010) (-6% since June 2010) JAPAN CANADA $1.44b AUSTRALIA $0.64b FRANCE (+1% since June 2010) (-2% since June 2010) $0.55b (-2% since June 2010) MIDDLE EAST MALAYSIA $0.58b $1.02b (-5% since June 2010) USA (+4% since June 2010) $2.28b INDIA $50.82b (+3% since June 2010) $0.71b (-3% since June 2010) (+5% since June 2010) INDONESIA SINGAPORE $0.65b $1.19b (+17% since June 2010) (+8% since June 2010) NZ Tourism 2020 aims to increase annual overnight $2.23b tourism spend to up to $140 billion in 2020 (+6% since June 2010) International leisure spending – $14.06 billion in 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 2010 2012 UK China NZ USA Japan Korea Germany Singapore Malaysia Canada France Hong Kong Indonesia India Mid East $2 .10b $1 .44b $1 .41b $1 .18b $0 .96b $0 .69b $0 .64b $0 .46b $0 .42b $0 .41b $0 .36b $0 .36b $0 .26b $0 .22b $0 .15b (–10%) (+30%) (+3%) (+1%) (–2%) (+5%) (–6%) (+4%) (+3%) (–6%) (–5%) (+9%) (+25%) (+19%) (–10%) Source: Tourism Research Australia, International Visitors in Australia, June 2012; Tourism Research Australia, Travel by Australians, June 2012. Data comparison is 2012 against 2010. The Tourism 2020 industry potential target to increase overnight visitor spend to up to $140 billion by 2020 was launched in 2010. 4 Global visitor spend 2011-2012 ANNUAL REPORT 5 Tourism 2020 landed 2011/12 highlights - Tourism Australia There’s nothing like Australia worldwide launch in Shanghai, China Great Golf Courses of Australia seeAustralia 2 million Facebook fans Australian Tourism Exchange 2012, Perth, Western Australia Deam Team launch G’Day USA OCT Mh Arc Ju Ne 2011 2012 2012 Dec MAy July 2011 2012 2011 SePT FeB 2011 2012 JAN NoV 2012 2011 Australia’s National Landscapes Great Barrier Reef National Landscape launched seeAustralia 3 million Facebook fans There’s nothing like Australia for incredible Australian Tourism Directions Conference 2011 Business Events campaign and website launched Tourism Australia, Austrade and Dept of Resources, Energy T-QUAL Tick launch and Tourism strategic investment partnership . Australian Tourism Investment Guide launched 6 2011/12 Highlights – Tourism Australia 2011-2012 ANNUAL REPORT 7 Chairman’s Report The past 12 months saw Tourism Australia deliberately and Tourism Australia’s independent, detailed and ongoing consumer research significantly accelerate the strategies it has pursued over recent into traveller behaviour shows that international travellers – particularly those from China – and arguably many Australians themselves, are looking for years, with quite profound and far-reaching consequences for the experiences that Australia has in abundance: pristine, highly accessible natural tourism industry throughout Australia . While acknowledging the environments; great food and wine; clean water, skies and air; friendly and need to care for our traditional tourist markets, we directed more open hospitality; and a wide choice of accommodation and attractions . of our focus, more of our partnerships and more of our resources These desirable features will help drive the Tourism 2020 strategy to double to our near neighbours in Asia, and in particular to China, with overnight tourism expenditure to up to $140 billion annually by 2020 . Not an considerable success . easy task, but our most recent figures show around $77 billion in annualised overnight expenditure, making us optimistic about achieving this goal . We implemented this strategic direction when our entire industry was severely The latest figures for tourism performance from the United Nations World challenged by a freefall in visitor numbers from Europe, the USA and the UK Tourism Organization (UNWTO) identify Australia as 42nd for total arrivals . after the Global Financial Crisis . At about the same time, industrial growth This reflects the tyranny of distance and our island status . Australia will never in Asia was fuelling employment and creating a new middle class with the be a mass international visitor destination . means and desire to travel . However, Australia ranks eighth overall for total tourism receipts and first Taking advantage of the opportunities and meeting the challenges of the internationally for average spend per visitor .
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