Leslie Massey
Tourism Australia is a government agency responsible for promoting Australian locations as business and leisure travel destinations. The agency was established by the Tourism Australia Act in 2004 as a merger of four existing tourism organisations – the Australian Tourist Commission, the Bureau of Tourism Research, the Tourism Forecasting Council, and See Australia. Tourism Australia's objectives are to influence and encourage international and domestic travel to Australia, increase economic benefits to Australia from tourism, and foster a sustainable tourism industry. The agency is funded by an appropriation from the Australian Government and revenue from other sources.
| Characteristics | Values |
|---|---|
| Type of Entity | Corporate Commonwealth entity |
| Year Established | 2004 |
| Governing Body | Board of Directors |
| Funding | Australian Government appropriation and revenue from other sources |
| Purpose | Grow demand and foster a competitive and sustainable tourism industry in Australia |
| Number of Staff | 198 |
| Markets | 15, including Australia |
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What You'll Learn
Tourism Australia's role and objectives
Tourism Australia is a government agency responsible for promoting Australian locations as business and leisure travel destinations. It is a corporate portfolio agency of the Department of Foreign Affairs and Trade, with 198 staff, including 80 at overseas offices.
Tourism Australia was created in 2004 by the Tourism Australia Act, which merged four existing tourism organisations: the Australian Tourist Commission, the Bureau of Tourism Research, the Tourism Forecasting Council, and See Australia. The agency aims to increase demand for Australian tourism experiences through international and domestic promotions, advocacy, and representation. It also works closely with the Australian Trade and Investment Commission and State and Territory tourism marketing organisations.
Tourism Australia's main objectives, as outlined in the Tourism Australia Act 2004, are:
- To influence and encourage international and domestic travel to Australia, including for events.
- To foster a sustainable tourism industry in Australia.
- To increase the economic benefits to Australia from tourism.
Tourism Australia's vision is to make Australia the most desirable and memorable destination on earth. It aims to achieve this by promoting the country's unique land, nature, people, and cultures to the world. The agency also recognises the importance of accessibility in tourism, ensuring that destinations, products, and services are accessible to all, regardless of physical limitations, disabilities, or age.
To achieve its objectives, Tourism Australia has conducted various advertising campaigns, such as the "There's Nothing Like Australia" campaign in 2010 and the "Come and Say G'day" campaign featuring Ruby the Roo. The agency has also published a magazine in the United States, showcasing Australian travel experiences.
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Tourism Australia's funding
Tourism Australia is a government agency established by the Tourism Australia Act in 2004. It is a corporate Commonwealth entity and a corporate portfolio agency of the Department of Foreign Affairs and Trade. The agency is responsible for promoting Australian locations as business and leisure destinations, with the aim of growing demand for the nation's tourism experiences through international and domestic promotions, advocacy and representation.
Tourism Australia has a corporate purpose to grow demand and foster a competitive and sustainable tourism industry in Australia. This includes encouraging both international and domestic travel to Australia, as well as promoting travel throughout the country, including for events. The agency also aims to increase the economic benefits to Australia from tourism and contribute to the development of a sustainable tourism industry.
To achieve these objectives, Tourism Australia engages in various marketing and advertising campaigns. For example, in 2019, the agency collaborated with Australian Traveller to launch a magazine in the United States, and aired a television advertising campaign in the United Kingdom featuring notable Australians such as Kylie Minogue and Adam Hills. In 2010, Tourism Australia also displayed a caged kangaroo in Hollywood to promote its "There's Nothing Like Australia" campaign, although this particular stunt received some criticism from the public and animal experts.
Tourism Australia also works closely with other organisations, such as the Australian Trade and Investment Commission and State and Territory tourism marketing organisations, to align their efforts in promoting Australia as a desirable travel destination.
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Tourism Australia's history
Tourism Australia is a government agency responsible for promoting Australian locations as business and leisure travel destinations. It was created in 2004 by the Tourism Australia Act (Cth) as a merger of four existing tourism organisations: the Australian Tourist Commission, the Bureau of Tourism Research, the Tourism Forecasting Council, and See Australia. The Australian Tourist Commission, established by the Australian Government in 1967, was the predecessor of Tourism Australia.
Tourism Australia's corporate purpose, as laid down in the Tourism Australia Act 2004, is to grow demand and foster a competitive and sustainable tourism industry. The agency is funded by an appropriation from the Australian Government, in addition to revenue from other sources. It employs 198 staff, including 80 at overseas offices, and works closely with the Australian Trade and Investment Commission and State and Territory tourism marketing organisations.
Tourism Australia has been active in promoting the nation's tourism experiences through international and domestic campaigns, advocacy, and representation. One of its latest international campaigns features Ruby the Roo in the "Come and Say G'day" campaign. In 2019, Tourism Australia collaborated with Australian Traveller to launch a magazine in the United States, titled "Australia". The organisation has also been involved in some controversial advertising campaigns, such as the "So where the bloody hell are you?" campaign in 2006, which gained media attention following a ban in the United Kingdom. Another 2019 campaign, "Matesong", featured prominent Australian personalities but was withdrawn due to the impact of the 2019-2020 Australian bushfires.
Tourism Australia's objectives align with the THRIVE 2030 national strategy, which aims to boost the visitor economy and return it to pre-pandemic levels. Tourism is an important part of Australia's economy, contributing significantly to GDP, export earnings, and employment. Popular Australian destinations include coastal cities like Sydney and Melbourne, as well as the Australian outback, Uluru, and the Tasmanian wilderness.
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Tourism Australia's advertising campaigns
Tourism Australia is a government agency responsible for promoting Australian locations as business and leisure destinations. It was established in 2004 by the Tourism Australia Act, which merged four existing tourism organisations: the Australian Tourist Commission, the Bureau of Tourism Research, the Tourism Forecasting Council, and See Australia. The agency aims to increase demand for Australian tourism experiences through international and domestic promotions, and it works closely with other government tourism agencies and organisations.
Tourism Australia has a history of iconic advertising campaigns, dating back to the 1980s. One of its earliest and most well-known campaigns featured Australian actor Paul Hogan inviting Americans to "Come and say G'day" and experience Australia's beaches, outback, and relaxed lifestyle. This campaign is credited with putting Australia on the map as a tourism destination.
In the 2000s, Tourism Australia continued to build on its creative and innovative campaigns. From 2004 to 2006, the "Australia. A Different Light" campaign showcased the country's diverse landscapes and unique light through the eyes of notable Australians like singer Delta Goodrem and cricketing legend Richie Benaud. This was followed by the "Uniquely Australian Invitation" campaign from 2006 to 2008, which featured the provocative tagline, "Where the Bloody Hell Are You?"
Tourism Australia has also collaborated with Australian celebrities to promote the country's tourism. In 2016, the agency launched an aquatic and coastal-themed campaign fronted by Chris Hemsworth, with a budget of $50 million. In 2018, Tourism Australia launched the "Dundee" campaign, starring Chris Hemsworth, Margot Robbie, and Luke Hemsworth. This campaign was a creative take on a 'movie set' and successfully attracted a 22% increase in American tourists to Hamilton Island.
More recently, in 2019, Tourism Australia aired an advertisement in the United Kingdom featuring Kylie Minogue, Ashleigh Barty, Adam Hills, Shane Warne, and Ian Thorpe. The ad, titled "Matesong," included a song by Eddie Perfect and aired on television during Christmas. However, it was withdrawn shortly after due to the devastating 2019-2020 Australian bushfires.
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Tourism Australia's Board of Directors
Tourism Australia is a government agency responsible for promoting Australian locations as business and leisure travel destinations. It was established in 2004 by the Tourism Australia Act as a merger of four existing tourism organisations – the Australian Tourist Commission, the Bureau of Tourism Research, the Tourism Forecasting Council, and See Australia. The agency is a corporate portfolio agency of the Department of Foreign Affairs and Trade and employs 198 staff, including 80 in overseas offices.
Michael Issenberg is the Chairman of Tourism Australia. He is a respected leader in tourism and hospitality, with a reputation for operational excellence and integrity. Other members of the Board include:
- Ian Horne, Deputy Chair of the Board, is a leading advocate for the hotel, hospitality, and tourism industries.
- Phillipa Harrison, Managing Director, drives strategies to create sustainable international demand for Australia's tourism destinations and experiences.
- Jenny Lambert has over four decades of experience in policy and advocacy, with a focus on tourism and hospitality.
- Georgina Richters is a Director on the Board with extensive corporate sector experience, including a focus on governance and government.
- Linda Wayman is a Board Director and the chair of Carers WA. She is also on the board of Carers Australia and Tennis West.
- Tim Yeend has worked in government and the international system for 35 years as a trade and geostrategic expert focusing on the Indo-Pacific.
- Jeff, a Fellow of Chartered Accountants ANZ and the Australian Institute of Company Directors, joined the Board in 2018 and was appointed Deputy Chair in 2020.
- Annabel Dolphin, who joined the Board in 2021, is an experienced non-executive director specialising in strategic human resources, organisational design, and culture change. She is also the Executive Director of her own firm, Dolphin Ventures Pty Ltd.
- John and Penny, who joined the Board in 2018 and 2019, respectively. Penny is Chair of the Herald & Weekly Times and News Corp Australia’s Community Ambassador and is involved with several other boards and advisory roles.
Tourism Australia's objectives include encouraging international and domestic travel to Australia, fostering a sustainable tourism industry, and increasing the economic benefits of tourism for the country.
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Frequently asked questions
Yes, Tourism Australia is a government agency responsible for promoting Australian locations as business and leisure travel destinations.
Tourism Australia's corporate purpose, as laid down in the Tourism Australia Act 2004, is to grow demand and foster a competitive and sustainable tourism industry. It also aims to increase the economic benefits to Australia from tourism.
Tourism Australia works with more than 200 tourism industries each year to promote Australia as a destination for business and leisure. It also uses traditional broadcast, print, and out-of-home advertising, as well as virtual reality and a global PR program.
Tourism Australia is funded by an appropriation from the Australian Government, as well as revenue from other sources.
