TOURISM AUSTRALIA

In 2017 Tourism Australia celebrated 50 years since the Australian Government established the
Australian Tourist Commission, which later became Tourism Australia, to promote Australia to
business and leisure travellers.

Over the past five decades Australia has grown from a destination attracting 220,000 overseas
visitors and contributing $74 million annually to one that welcomed, in 2016, over eight million
visitors a year who spent $39 billion.

Australia’s success as a destination has been built on the combination of our world class natural
beauty and unique wildlife as well as our welcoming people and exceptional food and wine.

Today Tourism Australia’s marketing continues to capitalise on these advantages through the
global campaign There’s nothing like Australia.

Tourism Australia has also embraced new technology, including virtual reality, to complement
traditional broadcast, print and out of home advertising alongside a comprehensive global PR
program.

Australia’s visitor mix has also evolved over the years from the UK, Europe, USA and New
Zealand to the growing markets of Asia including Japan, Singapore, Malaysia and China through
the 2000s and in more recent times India and Indonesia.
A big part Australia’s tourism success however is a result of the passionate the people that work
across the industry including: State and Territory Tourism Organisations, airlines, inbound
tourism operators, travel wholesalers, Australian tourism product and the vast network of Aussie
Specialist travel agents at the front line of selling Australia to the world.

TOURISM AUSTRALIA VALUES

Tourism Australia’s values help us to understand how we will go about achieving our vision,
mission and purpose. They are the essence of our identity and provide the guiding principles to
our behaviour and the relationships we have with our customers and partners.

We're obsessed with telling the Australian story

We’re passionate about Australia: her land, nature, people, and cultures. And we’re proud of our
role in sharing her story with the world.

We make each other better

We’re one team. We value diversity and listen to all opinions before aligning on the best way
forward, but robust discussion makes our work stronger.

We do the right thing

We are respectful of communities, cultures and the earth we all inhabit, and take our
responsibility to care for all three seriously.

We only do work that makes a difference

There’s so much we can do, and want to do, but we focus on the things that will add the most
value to our industry.
 We think big and without borders

We have a proud history of doing innovative and ground-breaking work. And we’re not done
yet.

Tourism Australia Act 2004

Tourism Australia is a corporate Commonwealth entity established by the Tourism Australia Act
2004.

Under section 6 of the Tourism Australia Act 2004, Tourism Australia’s main objectives are:

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.

TOURISM AUSTRALIA PARTNERSHIPS

Each year, Tourism Australia works with more than 200 tourism industry to promote Australia to the
world as a destination for business and leisure.

Tourism Australia works with partners to:

 Increase investment in promoting Australia through industry contributions;

Increase reach to our target customer through bought media and owned partner channels;

Ensure conversion to booking and delivering return on investment for the Australian tourism
economy.

Partner categories

The majority of Tourism Australia’s partnerships fall into the following partner categories:

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, Etihad Airways, Qantas Airways, Air New Zealand, Singapore
Airlines, China Southern Airlines, China Eastern and Air China. 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 Sony, Samsung, Quiksilver and
banking partners on market-specific campaign activity. In 2015, Tourism Australia and Visa
entered into three-year partnership using Visa’s Cross Border (#notatourist) campaign to
demonstrate why ‘There’s Nothing Like Australia’, with a focus on increasing the number of
international holiday makers Down Under and how much they spend when they are here.
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.
AUSTRALIA HOTELS ASSOCIATION

The Australian Hotels Association (AHA) represents more than 5,000 members across Australia
serviced by a network of branches based in every state and territory, plus a Canberra-based
National Office.

But more than that, the AHA also represents the interests of the 24 million Australian’s and 7
million visitors to Australia each year that congregate to immerse in our rich hotel culture.

Australian hotels have a long and proud history of being a place where people and communities
connect and belong, a place for leisure and recreation where people enjoy a sense of togetherness
enjoying important milestone events and celebrating sporting successes. Australian hotels
provide a safe place of solace and a sense excitement where people from all cultures and
communities can eat, drink, meet, play and sleep.

The size and scope of the AHA includes:

● Over 5,000 businesses ranging from country pubs to five star resorts
● Providing 270,000 jobs
● Generating $12,000,000,000 economic benefit
● Supporting over 50,000 community groups.

Australian hotels and their interests are represented and protected by the important work of the
AHA.

The AHA(WA) is the peak association for the hotel, accommodation, and
licensed hospitality industry in Western Australia and widely recognised as
one of the most respected industry organisations.
Since 1892, we have provided strong representation, lobbying, advocacy,
expert advice, training and developed industry excellence.
AHA(WA) membership is diverse, covering the spectrum of hotel and
hospitality businesses providing accommodation, food, beverage,
entertainment, meeting and convention facilities through to take-away
alcohol.
ADVOCACY, REPRESENTATION AND ADVICE
Giving a powerful voice to WA’s hotel and hospitality industry by:

● Pursuing outcomes for hospitality businesses through targeted advocacy,

media and public representation.
● Maintaining professional and effective relationships with Members of
Parliament and the Public Service.
● Lobbying Federal, State and Local Governments for the interests of the hotel
and hospitality industry.
● Monitoring parliamentary proceedings and presenting submissions to
change, oppose or support specific legislation.
● Engaging with stakeholders such as WA Police, councils, health and other
regulatory agencies.

Training
Industry leaders in RSA (Responsible Service of Alcohol), Approved Manager training and
hospitality skills courses.

The AHA(WA) has delivered training to over 500,000 people since 1998. The AHA(WA) is
proud to deliver Nationally Accredited courses in RSA Responsible Service of Alcohol and
WA Approved Manager training. As the peak industry association representing hospitality in
WA, the AHA(WA) training courses are developed in collaboration with hospitality business
owners and local authorities. Upskill or launch your career today with Official AHA(WA)
training.