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Tourism Industry Council Tasmania - Conference 2009

The theme of this year's Tourism Industry Council Tasmania Conference, held 7 July, was Cool Climate – Hot Ideas.

The conference focused on the impact of the current global financial crisis on both operators and the Tasmanian tourism industry.

The conference highlighted the availability of a number of programs and initiatives introduced by Tourism Tasmania to make it easier for operators to get their tourism product noticed and purchased by consumers everywhere.

A summary of those programs is below.

Zone Marketing

Launched in May 2008, Zone Marketing is a new approach to the way we market Tasmania. Zone Marketing is a collaborative approach using market knowledge and insights to provide Tasmanian destinations with new growth opportunities and consumers with more logical and accessible holiday offers.

The five Zone Marketing Groups (ZMGs), Hobart and Surrounds, Launceston, Tamar and the North, The East Coast, The North West Coast and The Western Wilderness, comprise industry representatives from each of the destinations to manage the marketing of their areas. The groups meet monthly and, in partnership with representatives from the local Regional Tourism Authority and Tourism Tasmania, are responsible for the development and implementation of their zone’s individual annual campaigns.

The formation of the five marketing zones provides a vehicle for the funds that industry commits to marketing to be matched on a dollar-for-dollar basis by government. In the first 12 months, each Zone Marketing Group has achieved a high level of industry involvment to their respective Holiday Planners and Visitor Guides. Since their launch on 5 February 2009, over 357,000 Holiday Planners have been distributed, viewed, or downloaded by consumers.

Over the next 12 months each zone will undertake individual marketing campaigns in partnership with Tourism Tasmania to build upon the awareness developed through Tourism Tasmania’s 2009 Autumn and Spring Campaigns, consumer shows and tactical campaigns.

For further information, contact Jennifer Fitzpatrick, Tourism Tasmania’s Regional Cooperative Marketing Coordinator on 6230 8172 or email Jennifer.Fitzpatrick@tourism.tas.gov.au.

Online and Websites

TigerTOUR is a database that contains information on tourism businesses in Tasmania and includes tours, accommodation, attractions and activities.

Businesses can list free of charge on the TigerTOUR database to receive the benefits outlined below. (If you are currently registered please check to make sure your details are correct).

Discover Tasmania website

After registering with TigerTOUR, businesses will receive a free listing on the Discover Tasmania website. Tourism Accredited businesses are highlighted with the accreditation logo (accredited operators only) and will be given priority in terms of default listing search results.

For further information contact the TigerTOUR Team on Phone: 6230 8229 or email tigertour@tourismtasmania.com.au.

Paid advertising on Discover Tasmania website

Paid advertising on www.discovertasmania.com has been introduced providing improved design, navigation and search functionality. The base product listing will remain free of charge and provide you with an image and description of your product. To deliver additional exposure and marketing opportunities, a special Premium Product Page allows you to include extra text and imagery and feature special offers. Accredited operators will receive a rebate when purchasing the Premium Product Page.

For further information contact Shelly Boardman on Phone: 6230 8164 or email Shelly.Boardman@tourism.tas.gov.au

Australian Tourism Data Warehouse: www.atdw.com.au

The Australian Tourism Data Warehouse (ATDW) is the national database that feeds contact information to premier tourism websites across the country. The ATDW is linked to the largest tourism site in Australia in terms of number and range of products displayed – www.australia.com, the only way to efficiently provide consistent, high-quality content related to your business across all of these consumer travel websites is via inclusion in the ATDW.

To join the ATDW the business must already be on the TigerTOUR database.

For further information contact TigerTOUR at tigertour@tourismtasmania.com.au or 6230 8229.

Tas e-Connect

Tas e-Connect provides a digital distribution platform to allow tourism operators to have their tourism products distributed through a wide range of travel websites, display real time availability and pricing to consumers, and receive payment for their product instantly online.

To take advantage of Tas e-Connect, businesses must use an Inventory Management System that is integrated to the Open Booking Exchange, the technology that enables the distribution of your tourism product to multiple travel websites simultaneously. For further information contact Tas e-Connect Help Desk on 1300 303 259 or email taseconnect@tourismtasmania.com.au.

Learning and Development Program

Tourism Tasmania offers a range of learning and development opportunities for new and existing operators. These include frequent Tas e-Connect industry workshops and briefings as well as more structured activities including e-tutorials and forums to assist operators in understanding the new digital environment.

Workshops are also offered to operators looking to learn more about business and experience development. These workshops cover topics such as marketing and brand alignment, yield management, interpretation and business and environmental sustainability.

See Startpoint and Building Visitor Experiences

Team Tasmania – Tourism Tasmania’s International Team

This program offers participants a range of business development, travel trade access and marketing opportunities to work in international markets. Members are required to commit to a number of aspects of the program such as participation in activity focused on international travel trade and media, offering an online bookable product, being accredited through TICT, and engagement in formal events and communications through Tourism Tasmania.

For further information, please contact Gill Parssey from Tourism Tasmania’s International Marketing Unit on 6230 8288 or email Gill.Parssey@tourism.tas.gov.au.

Visiting Journalist Program

Tourism Tasmania’s Visiting Journalist Program (VJP) brings to Tasmania carefully selected media from key national and international markets. Tourism Accreditation is a pre-requisite for participating tourism businesses.

For further information, please contact Shellie Vincent on 6230 8174 or mediainfo@tourism.tas.gov.au.

Business Grants

There are a number of grant programs available for tourism businesses. Grants and other funding programs are available from the federal and state governments and in some cases from local councils.

Grants and other assistance are available to tourism operators looking to expand their business, for research and development, and for innovation and exporting.

Information and contacts to the various grant programs can be found on the Tourism Tasmania corporate web site www.tourismtasmania.com.au/industry/grants