 |
 |
Industry - Newsletter
Tourism Talk Edition 250 - 22 August 2008
NEW STRATEGY TO SUPPORT TASMANIA'S INTERNATIONAL EXPORT MARKETS
Tourism Tasmania is working hard to meet the challenges facing the Tasmanian tourism industry in an increasingly competitive international landscape. To be successful in our international markets Tasmania must maintain its market presence and Tourism Tasmania is looking at ways Tasmanian operators can expand their international marketing opportunities.
Tourism Tasmania's Director of Marketing and Commercial Operations, Jan Ross, said that over the coming months Tourism Tasmania will continue to review all operations that serve Tasmania's International markets. The review comes as Tourism Tasmania undertakes a new strategy to address the threats posed by an increasingly competitive international environment.
'As part of this new strategic direction Tourism Tasmania is encouraging Tasmanian operators to take advantage of the valuable opportunities available to members of the Australian Tourism Export Council' Ms Ross said. 'ATEC is a vital part of the international distribution channel and often ATEC members are the first step in tourism product being represented in our international markets'.
Tourism Tasmania is also reviewing the assistance provided through the International Marketing Subsidy Scheme (IMSS). This support has so far focused on helping operators attend the Australian Tourism Exchange trade show. 'But this alone is not enough to build the trust of international wholesalers and retailers in the reliability of Tasmanian companies,' said Ms Ross. 'This trust is essential if they're to focus on Tasmania as an important part of their program,' she said. 'Tourism Tasmania is therefore expanding the support offered through the IMMS to provide more opportunities to focus on getting ready for market.'
The new strategy is further supported by an increased focus on expanding Team Tasmania and in changes to Tourism Tasmania's overseas representation. Support will include consultation and business planning, invitations to be involved in Tourism Tasmania's in-market campaigns and sales missions, sharing market intelligence, and inclusion in product and itinerary development for travel, trade and media.
Tourism Tasmania has also reshaped its own international marketing team to better meet the challenges ahead and will shortly announce appointments to two new positions - a Manager International Operations and a Manager International Industry Support. These two positions will further help Tasmanian tourism operators get their product export-ready.
Ms Ross said the team will continue to work strategically with contracted Regional Managers and Public Relations agencies in our core markets of North America, the United Kingdom, Germany, Asia, Japan and New Zealand.
'With a new team and changes to the way we do business we're confident that Tourism Tasmania will be in a stronger position to build on our previous successes and continue to leverage opportunities that may emerge in an increasingly challenging future.'
To encourage ATEC membership Tourism Tasmania is offering Tasmanian operators a subsidy of 50% of their first year ATEC membership fee followed by a 30% subsidy the following year, with phase out in year three. By then operators should see the value of membership and continue in their own right.
The subsidy coincides with a special offer by ATEC to waiver the joining fee of $220. Applications must be received by ATEC before 30 September 2008 in order to receive the discounted joining fee. (Note that the closing date has been extended from 30 August.)
ATEC members have access to business-to-business opportunities, national and branch events and access to the unique Tourism Export Institute e-learning program. Members also gain important networking opportunities and business credibility by virtue of their membership.
Those interested in learning more about ATEC membership and costs as well as the Tourism Tasmania subsidy should contact Jennifer Hayward at Tourism Tasmania on 03 6230 8160.
Leading North American magazine Travel + Leisure has named Tasmania number one island in Australia, New Zealand and the South Pacific. The World's Best Awards for 2008 put Tasmania ahead of Bora Bora, the Great Barrier Reef, Tahiti's Moorea, and the Fiji Islands.
Tasmania also featured in the list of World's Best Islands, impressively entering the top ten list this year at number five.
Hobart also polled in number five position this year, appearing on the list of top cities in Australia, New Zealand and the South Pacific.
Travel + Leisure magazine is the world's highest circulating travel title, and the awards are based on responses from readers. Accolades like this reflect the preferences, tastes and travel habits of some of the world's most sophisticated travellers.
SIGNATURE EXPERIENCE PROGRAM TAKES OFF
Tourism Tasmania's Signature Experience Pilot Program is attracting considerable interest from operators around Tasmania. The response to the program's launch has been overwhelming with over 40 Expressions of Interest received so far from a variety of businesses across the State and across all sectors.
The Signature Experience Program aims to help Tasmanian operators build their skills and knowledge to turn their business into a 'must-do' Tasmanian experience. The program is one of a number of initiatives recently introduced by Tourism Tasmania to provide support for industry development.
Tourism Tasmania is holding workshops next week for those people who expressed interest in participating in the program. The workshops will give operators an overview of the program, information on the selection criteria and help in completing the registration form. The workshops will be held in Hobart, Launceston and Burnie next week between Monday to Wednesday 25-27 August.
For further information on the program contact Nicky McKibben at Tourism Tasmania on (03) 6230 8154 or email Nicky.McKibben@tourism.tas.gov.au . Further information can also be found off the home page of the Tourism Tasmania Corporate website at www.tourismtasmania.com.au
A total of 38 Inbound Tour Operators (ITOs) will participate in a two day familiarisation program of the North West region of Tasmania this weekend. The famil is being held between 22-24 August and will include visits to Stanley, Dismal Swamp, Seal Cruise, Hellyers Distillery and Burnie.
The visit follows on from a two day ATEC workshop in Victoria's Yarra Valley. Five Tasmanian operators are attending the workshop in Victoria and will meet with the ITOs before returning to Tasmania.
The famil is conducted by Tourism Tasmania in partnership with ATEC, and is one of a series of ATEC sponsored familiarisation tours and workshops for ITOs held during the year.
Inbound Tour Operators participating in the Tasmanian familiarisation were selected by Tourism Tasmania for their potential to increase passenger numbers to Tasmania. The program aims to educate ITOs in the major selling points of Tasmania, itinerary planning and the product available for the international market.
Tasmanian accommodation, transport and activity providers in the region have been invited to participate and provide their product on the familiarisation tour. The visit includes an overnight stay at both Devonport and Stanley. Operators in the North West will have the opportunity to meet the Inbound Tour Operators at a networking function at the Stanley Art works on the 23 August.
Don't forget - for more information on ATEC membership contact Jennifer Haywood on 03 6230 8160.
POST CORROBOREE AUSSIE SPECIALISTS IN TASMANIA
Four North American Tassie Specialist agents are visiting Tasmania for a six day familiarisation tour. The familiarisation is for North American retail travel agents who attended the Aussie Specialist Convention (Corroboree), recently held in Los Angeles from 12-15 August.
Corroboree is the premier retail training event held annually by Tourism Australia to train and educate Aussie Specialist agents from the Americas about Australian tourism products.
The agents are spending time in Hobart and surrounds as well as the East Coast. Highlights of the itinerary include Port Arthur, Freycinet National Park, Richmond, Ross, Mount Field National Park and Hobart. The itinerary is designed to showcase Tasmania's accessible wilderness and wildlife viewing opportunities, colonial heritage experiences and attractions in and around Hobart.
All the agents completed Tourism Australia's Aussie Specialist training program and a Continuing Education Training Program on Tasmania, qualifying them as Aussie and Tassie Specialist agents. The agents will be well equipped to sell Tasmania to their US and Canadian clients. Their extensive destination and product knowledge will help boost international tourism by giving them the confidence to recommend a longer stay in Tasmania.
NEW FACE OF TOURISM IN NORTH EAST TASMANIA
Tourism in North East Tasmania has a vibrant new face, following the launch of North East Tasmania Tourism - the new name, logo and website for the Dorset Tourism Board. The new website showcases the towns, attractions and experiences that make this region of Tasmania so unique. It presents a comprehensive, logical and attractive package of information to help visitors to Tasmania's North East make choices across a range of cultural, heritage and environmental attractions.
North East Tasmania Tourism as the Local Tourism Association plays an integral role in the broader marketing of Tasmania's unique assets to locals and visitors alike. Developments such as this encourage visitors to take time to explore the many facets of a region, which ultimately results in an economic benefit to businesses and the community. It also builds on the State Government's efforts to explain to visitors that Tasmania is a destination with a wealth of wonderful experiences.
The North East Tasmania Tourism's website can be found at http://www.northeasttasmania.com.au
Steven Black of London's Berkeley Square Cafe will present a five course dinner at Hobart's Kuzina restaurant this Thursday 28 August.
Steven is a one-star Michelin chef whose eatery is located in London's exclusive Mayfair district. The theme of the evening is modern French and will feature Tasmania's finest produce, gathered the day before on a farm gate tour. All courses will be accompanied by matching wines.
Kuzina restaurant opened in March this year and is an extension of Industrylink training,; a Tasmanian based Registered Training Organisation that provides accredited quality training for people working in the hospitality industry.
The restaurant is used to train apprentices and trainees by day and opens it's doors to the public by night where these talented and passionate students showcase their skills with a service of the highest standard. The students are supervised by professional trainers to ensure these high standards are maintained.
For further information contact Kuzina on 03 6234 9901
Kuzina restaurant is open Monday through to Thursday nights from 6pm.
The Australian Bureau of Statistics recently released the publication titled Overseas Arrivals and Departures (OAD), Australia. The publication makes the observation that short-term visitor arrivals to Australia has increased slightly (trend series).
Short-Term Visitor Arrivals
In trend terms, short-term visitor arrivals to Australia during June 2008 (472,200 movements) increased by 0.1% compared with May 2008 (471,800 movements). Currently, short-term visitor arrivals are 0.5% higher than in the month of June 2007. The highest percentage increase from June 2007 to June 2008 in short term arrivals was recorded by India with 25.4% while the highest percentage decrease was recorded by Japan with 21.4%.
Short-Term Resident Departures
In the month of June 2008, short-term resident departures of 484,700 movements increased by 0.2% compared with 483,800 movements in May 2008. Short-term resident departures are currently 7.0% higher than in June 2007. The highest percentage increase from June 2007 and June 2008 was recorded by Indonesia with an increase of 35.3% while the highest percentage decrease was recorded by China with 8.2%.
Tasmanian Data
The OAD includes limited State data. It records international visitors to Tasmania if they spend the majority of their trip to Australia in Tasmania. It does not record total international visitors to Tasmania. Results for the year ending June 2008 shows that 45,700 short-term visitors to Australia spent the majority of their stay in Tasmania, down 3.9% compared to the year ending June 2007.
See the complete publication [PDF 1.37MB] on the ABS website.
INTERNATIONAL TOURISM RESEARCH SNAPSHOT
This quarterly snapshot, produced by Tourism Tasmania, provides the latest trends and statistics on international visitation in Tasmania.
Statistics contained in the International Tourism Snapshot are gathered from the International Visitor Survey, Tourism Research Australia.
See the International Tourism Snapshot in the research section of this website.
The Cruise Ship Survey 2007-08 is a supplementary survey to the Tasmanian Visitors Survey. It specifically gathers information from Cruise Ship Passengers. The report includes details on number of ship visits, passengers and crew, and other information such as expenditure estimates, passenger origins and activities undertaken in Tasmania.
You can find the Cruise Ship Survey in the research section of this website.
FRIENDLY ECO-TIP
Did you know that computer screen savers are energy wasters? They use as much energy as a full screen of work does and they may use considerable processing&; energy as well, so if you are going to be away from your desk for over half an hour switch off the monitor.
Here are the latest additions to the TigerTOUR database.
- Binalong Coastal Waters, Binalong Bay.
- Bruny Island Accommodation Services – Grasstree, Bruny Island.
- Cygnet Hotel, Cygnet.
- Greenbank Guest House, Ulverstone.
- Mt Lyell Anchorage, Queenstown.
- Mistover Cottage, Yolla.
- Mole Creek Lodge, Mole Creek.
- Great Western Tiers Forest Walks Tasmania, Deloraine.
- Barrington General Store, Barrington.
- Bruny Island Berry Farm, Bruny Island.
- Seven Sheds Brewery Meadery and Hop Garden, Railton.
Tourism Tasmania's Product Consultants can assist you updating your business details, email: TigerTOUR@tourism.tas.gov.au or phone: (03) 6230 8229.
Tourism Tasmania's Product Consultants can assist you updating your business details, email: TigerTOUR@tourism.tas.gov.au or phone: (03) 6230 8229.