Tourism Policy, Strategy, Planning and Development in Australia - Essay Example

Name: Tutor: Title: Tourism Policy, Strategy, Planning and Development in Australia Course: Date: Introduction Tourism policy is perceived to be an important area of study in tourism because of its practical and theoretical significance. Therefore, government cooperation in terms of issuing of tourist visas, funding of major destinations, bilateral airline decisions and negations regarding provision of certain facilities and services as well as policies on how to use the publicly owned resources like national parks as tourist attraction entirely plays an integral role in international travel (Scott 2011). Based on a National and State level, tourism policy and planning is considered as the main framework on which tourism development and management is achieved at local or regional level in a particular destination. Therefore, at a destination strategic planning for tourism development must at all costs align and integrate with both the national and state policy and plans based on the local planning frameworks. Research conducted by the Sustainable Tourism Cooperative Research Centre shows that a part from integrating with the National and State tourism strategies and policies, planning for tourism in a particular destination also involve other significant plans, for instance, economic and transport, environment and infrastructure, sport and recreation developments (Sustainable Tourism Cooperative Research Centre 2009). The Tourism 2020 Strategic Priorities for Australia The tourism 2020 strategic priorities for Australia is to grow its demand from Asia, build on the country’s tourism industry resilience, productivity and quality. Australia also aims at building a competitive digital capability, promote the supply of its labour, skills as well as indigenous participation, develop tourism transport environment that supports growths, encouraging more investments by implementing the regulatory reforms agenda. However, research findings from Australian Tourism Labour Force shows that there is a need for the country to seek more alternative labour sources and regional solutions, identify its tourism employment hotspots such as Canberra, regional Tasmania, Broome, Tropical North Queensland, Sydney, Red Centre, Kangaroo Island and Mornington Peninsula, promoting training outcomes to solve the perceived problem of lack of career development. In order to achieve the country’s Tourism, therefore, Tourism Australia puts its strategic focus on the most of its global marketing resources particular segments that represent the sustainable potential for its tourism growth to 2020 (Kavadias-Australian Government 2012). The Tourism Development Priorities (TDP) initially referred to as Destination Development Strategies (DDS) comprise of specific documents that identifies the priority products and infrastructure in each of the five tourism regions located in Western Australia. In particular, TDF documents focus on government and the resources of other organizations to improve the tourism product and infrastructure within the major tourism destination across the State (Tourism Development Priorities 2014). On the other hand, Tourism Western Australia-Tourism WA is a recognized State Government agency entrusted with the responsibility for positioning Western Australia as iconic or extraordinary holiday destination. Therefore, Tourism WA aims at marketing the State through developing, attracting and promoting its key business, cultural and sporting events in addition to developing the State’s crucial tourism infrastructure and projects. Since a website is an important resource for any tourism industry and the stakeholders, it becomes necessary point out that consumers intending to know and plan for their trip to have extraordinary Western Australian experience are required to visit the Western Australia’s official home or website of travel and tourism (Tourism Western Australia 2014). In recent years, Australia has been ranked as one of the key and strongest performing economies across the globe. The country’s economy has had high-growth as well as low inflation and interest rates facilitated by an efficient government sector as well as a more flexible labour market and competitive business sectors. It cannot be denied that such an environment is an enabling or key driver of the Australia’s tourism activity. In addition, the tourism policies set by the Australian government are aimed at delivering a vibrant and sustainable tourism industry that strongly contributes to its economy. In order to grow its sustainable Australian tourism industry to strategically position the country against the future shocks, in June 2003 the Federal government of Australia developed a medium to long-term strategy to become more robust and flexible. The key objectives of the strategy were to promote sustainable growth and diversification its country’s tourism product by paying more attention on business yields and its niche markets. The Tourism Division, a body in the Federal Government in the Industry, Tourism and Resources department is in charge of reviewing the Australia’s national tourism policy. Basically, the Tourism Division executes various policy, research and liaison duties at the Federal level of Australian government. In so doing, the country’s national tourism policy is reviewed and written based on the perspective of the Federal government. This involves different issues raised at the three distinctive levels of Australian government (Australian Tourism Policy Review 2003). Establishing and positioning tourism product within the global market and achieving a reputable level in international sales is not a one time practice. This implies that marketing strategies must be well-planned and incorporate different activities that not only target the international consumers but also the travel trade. Australia is keen on developing the tourism products to a global standard by conducting a cute research about consumer needs in terms of their motivations, varying travel styles, language and cultural needs. In the case of the country’s export tourism industry, Tourism Australia’s Planning is recognized as an Inbound Success toolkit to understand the key roles played by Inbound Tour Operators and Retail Travel Agents as partners within the global travel distribution system. The Tourism Australia Planning Inbound Success toolkit provides tourism management companies in with the basic tools and knowledge to effectively enter and promote the export tourism market in Australia (Tourism Australia 2014). The combined information with advice and supports from various tourism associations, operators and industry bodies positions tourism industry in Australia on the path to success. In particular, the toolkit offers advice regarding how conduct research about international tourism markets to discover who the real users of the products are as well as become conversant with the travel distribution system and its related rate structure. Furthermore, the Australia’s Planning Inbound Success toolkit helps tourism agencies to develop appropriate marketing plans to strategically target international visitors based on different mediums and distribution channels. It also encourages agencies in the tourism sector seek more advice from their local, regional and state tourism centres around them (Tourism Australia’s Planning for Inbound Success toolkit 2014). As a way of ensuring that Australian government delivers sustainable tourism policy objectives, the country relies on its tourism policy framework that promotes the competitive capability of Australia’s tourism industry. Over and above, the policies formulated by the Federal government are required to correct biases, distortions and impediments noted in the tourism industry. Other policy actions focused on by the Federal government include the fiscal management to control inflation and interest rates in the country, formulating and implementing innovation and investment-related policies, undertake labour market reforms to encourage labour market flexibility as well as reducing the burden associated with regulatory compliance. The Australian Tourist Commission (ATC) established in 1967 is also a Federal government statutory body that promotes Australia a global tourism destination. The Commission mainly operates to maximize the benefits and number visitors who come to Australia from overseas and partners with other related agencies to advocate for the principles that ecologically promote sustainable tourism development. In this case, the social and cultural impacts associated with international tourism in Australia are considered. The Australian Tourist Commission also builds brands Australia in the global market as a travel destination, a brand image that shows the unique elements of Australia in the world by promoting the personality of the State as a free spirited and liberating, optimistic and fun destination that offers various experiences (Australian Tourism Policy Review 2003). The Importance of Strategic and Coordinated Leadership in driving Australia’s National Tourism Agenda In order for tourism to effectively compete with discretionary spending alternatives, it means that marketing should be considered a key sector priority. As a result, Tourism Australia values the importance of working with industry partners as a way of maintaining country’s presence within the international markets in enhancing Australia’s strategic domestic marketing roles. Thus, nearly half a billion is spent yearly by Tourism Australia, State and territory tourism organizations marketing Australia to the world based on combination of brand, consumer and tactical marketing perspective or initiatives. The sustainable development of Indigenous tourism is one of the key economic and social outcomes and benefits derived from tourism but Australia’s Indigenous tourism services still requires further developments. Although it can be noted that in the past the government of Australia has had an upper hand on tourism-specific Indigenous programs including the Business Ready Initiative for Indigenous Tourism, it is relevant to point out that such initiatives contributes very little on tourism performance. This is because they narrowly focus on tourism without regard for the economic potentials that tourism can offer (Australian Government-Department of Resources, Energy and Tourism 2009). The Tourism Australia Board is collaborating with industry stakeholders as well as state and territory governments to diversify Australia’s tourism stand-alone status, capacity and functions. This is achieved by incorporating industry development initiatives such as supporting online distribution, ensuring quality standards and positioning Australia’s tourism brand in the global markets. The main policy action taken is broadening and strengthening Australia’s tourism capacity and functions by promoting industry development and online distribution without necessarily operating outside its primary focus on global marketing and maintaining its role of strategic domestic marketing. Australia strongly believes in a strategic and well-coordinated leadership that effectively drive its national tourism agenda. It should be noted that without strong leadership, there is no substantive policy results can be achieved on jurisdictions and portfolios. Therefore, it is through this kind of strategy that an effective governance structure is promoted particularly for tourism that takes into consideration issues underlying the demand-side and supply-side tourism industry. Based on the federal level policies, Tourism Australia works in collaboration with state and territory government as well as private sectors to strategically position Australian in the international market (Australian Government-Department of Resources, Energy and Tourism 2009). The South Australian Tourism Plan developed for 2009-2014 highlights key strategies required to grow the value of Australia’s tourism sector. This is strategically aligned with the South Australian Strategic Plan targeted to create a $6.3 billion from tourism industry by 2014. Purposely, the strategy is formulated to monitor and evaluate the viability and sustainability level of tourism and its related businesses. It is developed based on the industry’s key objectives expected to achieve for the next years in broader context of how South Australia performs in the competitive tourism market, both at national and global level. Generally, the South Australian Strategic Plan for tourism targeted to increase South Australia’s tourism industry or visitor expenditure from $3.7 billion collected in 2002 to $6.3 billion expected by 2014. In order to achieve this, the State Government and the South Australian tourism industry targeted to increase their visitor numbers and the length of stay as way of increasing visitor spending (South Australian Tourism Plan 2009-2014). Conclusion Its is notable from above discussion that government cooperation on issuing of tourist visas, funding of major destinations, bilateral airline decisions and negations related to provision of certain facilities and services as well as policies on how to use the publicly owned resources such as the national parks as tourist attraction crucial in international travel. The Tourism Australia Board recognizes the importance of collaborating with industry stakeholders as well as state and territory governments to diversify the country’s tourism stand-alone status, capacity and functions. The main policy action taken by Tourism Australia Board is broadening and strengthening Australia’s tourism capacity and functions by promoting industry development and online distribution. However, the board is keen to retain its primary focus on global marketing and maintaining its role of strategic domestic marketing. Basically, the policies formulated by the Federal government of Australian are required to correct biases, distortions and impediments identified in the tourism industry. In ensuring a sustainable destination, strategic planning for tourism development must align and integrate with both the national and state policy and plans based on the local planning frameworks. Tourism Western Australia-Tourism WA is generally recognized as State Government agency entrusted with the responsibility for positioning Western Australia as iconic or extraordinary holiday destination. It is apparent that developing and positioning tourism product in the global market and achieving a reputable level in international sales is not a once practice in the tourism industry. List of References Australian Government-Department of Resources, Energy and Tourism, 2009, National Long-Term Tourism Strategy, Commonwealth of Australia. Australian Tourism Policy Review, 2003, General Context of Tourism in Australia, OECD Economic Survey of Australia. Kavadias, S., 2012, Strategic Tourism Planning-Australia’s Tourism 2020 Strategy, Department of Resources, Energy and Tourism, Australian Government. South Australian Tourism Plan, 2009-2014, “Planning, Strategies, Targets and Priorities”, Retrieved July 30, 2014 from, Sustainable Tourism Cooperative Research Centre, 2009, “Local Government Pathways to Sustainable Tourism: National and State Policy and Plans”, Retrieved July 30, 2014 from, Scott, N., 2011, Tourism Policy: A Strategic Review: Contemporary Tourism Reviews, Goodfellow Publishers Ltd, The University of Queensland, Australia. Tourism Australia’s Planning for Inbound Success toolkit, 2014, Developing your product for the international market, Sutherland Shire, Sydney Australia. Tourism Australia, 2014, “Getting Ready for International Visitors: Developing your product for the international market”, Retrieved July 30, 2014 from, Tourism Western Australia, 2014, “Tourism Western Australia as the State Government agency”, Retrieved July 30, 2014 from, Tourism Development Priorities (TDP), 2014, “Tourism Policies, Plans and Strategies”, Retrieved July 30, 2014 from, Read More

Therefore, Tourism WA aims at marketing the State through developing, attracting and promoting its key business, cultural and sporting events in addition to developing the State’s crucial tourism infrastructure and projects. Since a website is an important resource for any tourism industry and the stakeholders, it becomes necessary point out that consumers intending to know and plan for their trip to have extraordinary Western Australian experience are required to visit the Western Australia’s official home or website of travel and tourism (Tourism Western Australia 2014).

In recent years, Australia has been ranked as one of the key and strongest performing economies across the globe. The country’s economy has had high-growth as well as low inflation and interest rates facilitated by an efficient government sector as well as a more flexible labour market and competitive business sectors. It cannot be denied that such an environment is an enabling or key driver of the Australia’s tourism activity. In addition, the tourism policies set by the Australian government are aimed at delivering a vibrant and sustainable tourism industry that strongly contributes to its economy.

In order to grow its sustainable Australian tourism industry to strategically position the country against the future shocks, in June 2003 the Federal government of Australia developed a medium to long-term strategy to become more robust and flexible. The key objectives of the strategy were to promote sustainable growth and diversification its country’s tourism product by paying more attention on business yields and its niche markets. The Tourism Division, a body in the Federal Government in the Industry, Tourism and Resources department is in charge of reviewing the Australia’s national tourism policy.

Basically, the Tourism Division executes various policy, research and liaison duties at the Federal level of Australian government. In so doing, the country’s national tourism policy is reviewed and written based on the perspective of the Federal government. This involves different issues raised at the three distinctive levels of Australian government (Australian Tourism Policy Review 2003). Establishing and positioning tourism product within the global market and achieving a reputable level in international sales is not a one time practice.

This implies that marketing strategies must be well-planned and incorporate different activities that not only target the international consumers but also the travel trade. Australia is keen on developing the tourism products to a global standard by conducting a cute research about consumer needs in terms of their motivations, varying travel styles, language and cultural needs. In the case of the country’s export tourism industry, Tourism Australia’s Planning is recognized as an Inbound Success toolkit to understand the key roles played by Inbound Tour Operators and Retail Travel Agents as partners within the global travel distribution system.

The Tourism Australia Planning Inbound Success toolkit provides tourism management companies in with the basic tools and knowledge to effectively enter and promote the export tourism market in Australia (Tourism Australia 2014). The combined information with advice and supports from various tourism associations, operators and industry bodies positions tourism industry in Australia on the path to success. In particular, the toolkit offers advice regarding how conduct research about international tourism markets to discover who the real users of the products are as well as become conversant with the travel distribution system and its related rate structure.

Furthermore, the Australia’s Planning Inbound Success toolkit helps tourism agencies to develop appropriate marketing plans to strategically target international visitors based on different mediums and distribution channels. It also encourages agencies in the tourism sector seek more advice from their local, regional and state tourism centres around them (Tourism Australia’s Planning for Inbound Success toolkit 2014).

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