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2014/2015 Tourism Australia 2014/2015 Annual Report ANNUAL REPORT 2014/2015 Tourism Australia Tourism Annual Report THERE’S NOTHING LIKE AUSTRALIA 2014/2015 The campaign has attracted more than 180 partners, appeared in 25 countries and been translated into 17 languages. Since its launch in 2010, the number of international visitors to Australia has increased by 19 per cent, and expenditure by international tourists has increased by 29 per cent. www.tourism.australia.com CONTACT OFFICER For more information about this report, please contact: Karen Halbert Executive General Manager Corporate Affairs, Government and Industry About this annual report Tourism Australia GPO Box 2721 This report provides an overview of Tourism Australia’s operations Sydney NSW 1006 and reviews our performance against the objectives and goals Australia outlined in Tourism Australia’s Corporate Plan 2014/17 and the Telephone: +61 2 9360 1111 Portfolio Budget Statements 2014/15. The report was prepared in This report can be accessed online at accordance with the Tourism Australia Act 2004, with the Public www.tourism.australia.com. Governance Performance and Accountability Act 2013 and with ADDITIONAL INFORMATION SOURCES other relevant legislation. In this year’s report, we have added more 2014/15 Portfolio Budget Statements case studies to give a greater understanding of Tourism Australia’s Tourism Australia Corporate Plan 2014/17 activities and successes in the markets where it operates around FREEDOM OF INFORMATION the globe. Tourism Australia is a prescribed authority under the Freedom of Information Act 1982. Tourism Australia’s contact offi cer for Freedom of Information requests is Mark Craig, Executive General Manager, Corporate Services. © Copyright Commonwealth of Australia. – Letter of transmittal – This work is copyright. Apart from any use permitted under the Copyright Act 1968, no part may be reproduced without prior written permission from the Commonwealth. 14 October 2015 Requests and enquiries concerning reproduction and rights should be addressed to the Commonwealth Copyright The Hon. Andrew Robb AO MP Administration, Attorney General’s Department, Minister for Trade and Investment Robert Garran offi ces, National Circuit, Barton ACT 2600 or Parliament House posted at www.ag.gov.au/cca. Canberra ACT 2600 Designed by Tourism Australia Design Studio. Compiled and written by Tourism Australia Strategy and Research team. Dear Minister Edited by Editor Group. I have pleasure in presenting the tenth annual report of Tourism Australia, for the reporting period 1 July 2014 to 30 June 2015. COVER IMAGE: Sounds of Silence, Uluru, Northern Territory The report has been prepared in accordance with section 39 of the By night, dine under a canopy of stars accompanied Tourism Australia Act 2004, the Public Governance Performance by the ancient sounds of a lone didgeridoo at the award and Accountability Act 2013, and in accordance with the Finance winning Sounds of Silence buffet barbeque dinner. Minister’s Orders. Yours sincerely Keep up to date with Tourism Australia’s latest campaigns, programmes, research and events. Go to: www.tourism.australia.com/subscribe.aspx Follow us on: Anthony South twitter.com/tourism.aus Chairman www.linkedin.com/company/tourism-australia Tourism Australia Invite the World to Dinner, November 2014, The Nolan Gallery, MONA | Hobart, Tasmania. At this event we hosted 86 food and wine influencers from around the world, with a combined audience reach of 400 million people. The aim was to showcase the best of Australia’s food and wine produce and whet the appetite of international travellers. 2014/15 Highlights Overnight spend by travellers $88.8 billion Increase in spend by international travellers 10% Increase in the number of international visitors to Australia 7% Partnership marketing revenue contributed by industry, bolstering marketing efforts $60 million Return on investment for every dollar invested in tourism promotion by Tourism Australia 16:1 Stakeholders’ satisfaction with our work 86% Fans of Tourism Australia’s Facebook page 6.2 million Twitter followers 235,000 Instagram followers 1 million Google+ followers 2.1 million Staff engagement 85% The importance of Australia’s tourism industry $107 billion No. 1 total visitor expenditure services export % 500,000 3 share of Australians employed Australia’s economy Every tourism dollar generates cents cents of every tourism dollar is in other parts of spent in regional Australia Australia’s economy 46 87A higher multiplier than mining, agriculture and financial services About us > Overview 6 1 > Our strategy – Tourism 2020 7 2014/15 overview > Operating environment 12 contents > Executive reports 16 2 > Performance summary 22 > Key events 24 > Visitors and spend 26 > Awards 28 Performance in detail Australian Government programmes: > Increase demand for Australia as a travel destination 32 3 > Industry development 66 Managing our organisation > Performance overview 80 > People 81 4 > Organisational capability 83 > Environmental performance 84 > Organisational changes 84 > Organisational structure 85 > Executive Leadership Team profiles 86 Corporate governance > Performance overview 90 > Enabling legislation and responsible minister 91 5 > Governance framework and practices 92 > Board activities and committees 94 > Board profiles 96 Financials > Performance overview 100 6 > Financial statements for the year ended 30 June 2015 101 References and appendices > History 150 > Glossary 152 7 > Abbreviations and acronyms 153 > Compliance index 154 > Alphabetical index 156 Contacts 8 2014/15 ANNUAL REPORT 3 | In this section | > Overview 6 1> Our strategy – Tourism 2020 7 about us Tourism Australia is an Australian Public Governance Performance Government statutory authority and Accountability Act 2013. formed under the Tourism Australia Tourism Australia has a strong Act 2004. It is governed by a Board reputation for developing of Directors that reports to the innovative tourism marketing Australian Minister for Trade and campaigns, and has built one of Investment, under the Minister’s the world’s most admired and Statement of Expectations, the desirable destination brands. Tourism Australia Act 2004 and the Heart Reef | Great Barrier Reef, Queensland. This reef is made from coral that has naturally formed into the shape of a heart. It is best experienced from the air by helicopter or seaplane. 2014/15 ANNUAL REPORT 5 ABOUT US Overview MISSION AUSTRALIAN GOVERNMENT OUTCOME, As Australia’s national tourism marketing PROGRAMMES AND MEASURING SUCCESS organisation, Tourism Australia aims to increase In 2014/15, Tourism Australia had one government visitors for international leisure and business events outcome: ‘To increase demand for Australia as a by promoting Australia as a compelling tourism destination, strengthen the travel distribution system destination. In 2014/15 this was undertaken through and contribute to the development of a sustainable partnership marketing activities that targeted tourism industry through consumer marketing, trade consumers in key international markets, as well as development and research activities.’ promotions with trade and distribution partners that This outcome was delivered through two programmes: aimed to convert Australia’s appeal into more visits. > Increase demand for Australia as a GOAL – TOURISM 2020 tourism destination To achieve more than $115 billion in overnight > Industry development. tourism expenditure by 2020 (up from $70 billion in 2009). Tourism Australia shares this goal with the Australian tourism industry and federal, state and territory governments in an effort to maximise tourism’s economic contribution to the Australian people. HOW WE MEASURE SUCCESS AGAINST AUSTRALIAN GOVERNMENT PROGRAMMES Goal: Increase overnight expenditure to more than $115 billion by 2020 Government Increase demand for Australia as a Industry development programme tourism destination Key > Increased spend by all international visitors Increased stakeholder performance > Increased spend by visitors from Tourism Australia’s satisfaction – Tourism indicators target markets Australia helps tourism > Increased spend by leisure visitors from Tourism businesses Australia’s target markets > Increased spend by all international business events visitors > Increased recall of Tourism Australia campaigns by target customers > Increased monthly unique visitors to Tourism Australia’s websites 6 ABOUT US ABOUT US Our strategy – Tourism 2020 Tourism 2020 is a whole-of-government and industry performance and competitiveness by pursuing new long-term strategy to build the resilience and opportunities for growth and addressing supply-side competitiveness of Australia’s tourism industry and factors. An outline of the Tourism 2020 journey to increase its contribution to the national economy. date is provided in Figure 1. It focuses on improving the industry’s global The Jackson Report 2020 Tourism Industry Tourism 2020 India 2020 strategic plan New Coalition Potential (2020 Potential) Government National Long-Term priorities Tourism Strategy China 2020 State and territory (NLTTS) strategic plan 2020 Strategies JUL – DEC 2009 2010 2011 2012 2013 Figure 1: The Tourism 2020 journey, 2009 to 2014/15 Figure 2 shows the overnight visitor expenditure a range of scenarios from maintaining to increasing targets at the end of the decade established at the market share across key markets. launch of the Tourism 2020 strategy. When the We are currently on track to achieve our goal of more Tourism 2020 goal was introduced it
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