The aim of the paper is to give a research report on Australian tourism sector mainly focusing on the role of tourism Australia, a tourism agency, in the tourism sector. Thus, the paper will discuss the operation and function of the agency and its mission at the beginning of the study. The paper proceeds to the discussion with highlighting the governance process of the company as to how and by whom its business operations are controlled. Beside of that the study also sheds light on the organizational structure and whether the company is partnered with any other company or agency for its business process.
The paper gives special attention on the contribution of the company to the tourism sector as well as economy of the country. While discussing the operation of the Tourism Australia, the paper discusses whether the company undertakes any sustainable practices or not. Hence, the whole discussion gives a thorough analysis of the tourism agency Tourism Australia which is owned by Australian government aiming to attract the international tourists to the country for business as well as leisure purposes (Tourism.australia.com 2018). After the detailed discussion, the paper summarizes the main points of the paper and concludes.
Discussion Role and function of the Tourism/Sport/Leisure agency/organization
Tourism Australia is a government owned agency that holds the responsibility of attracting the international tourists and foreign business individuals to visit the country mainly for the tourism purpose along with the business purpose (Tourism.australia.com 2018). Tourism Australia operates its business operation in 15 key markets apart from Australia with an aim of increasing the demand of tourism experience in those particular destinations by means of promoting the unique attributes of enticing visitors to visit the country (Tourism.australia.com 2018).
The activities and function of Tourism Australia includes promotional activities like arranging programs like trade shows, media programs and public relation events in order to accelerate growth of the tourism sector of the country (Tourism.australia.com 2018). Thus agency has head quarter in Sydney and other international hubs comprising of America, Europe, Greater China, Japan, South Korea, New Zealand, South and South East Asia (Tourism.australia.com 2018). The agency has partnered with several other organizations like Australia Trade and Investment Commission with an aim of attracting foreign investments in the tourism products and service of the company. The organization was formed under the Tourism Australia Act 2004 and controlled by the representatives appointed by tourism ministers of the country (Tourism.australia.com 2018).
Mission, vision or some other statement of organizational aim or purpose
The aim of the company is to accelerate the growth of the tourism sector of Australia extensively and make Australia as ‘the most desirable and memorable destination on Earth’ (Tourism.australia.com 2018) The organization’s aim is to increase the demand of Australian tourism industry as well as to make tourism industry of Australia sustainable. The organization intends to reach out maximum international customer base mainly in the key markets (Tourism.australia.com 2018). Hence, Tourism Australia makes an attempt to invite the world to explore Australia and its way of life.
With the goal of achieving the expenditure of $115 billion in the overnight tourism by 2020, the organization visions to elevate Australian tourism ahead of the entire world’s tourism industry across the world (Tourism.australia.com 2018). The value statement of the company states that its values provide support to the vision of the company. The organization believes in working as a team with an optimistic approach so that it can contribute grossly to growth of the tourism sector of the country (Tourism.australia.com 2018). On the other hand, the organizations maintain its dignity and integrity while focusing on result oriented service. The organization values innovations and creativity in its service for further growth of the organization.
Governance (how and by whom the operations of the organization are controlled)
The Managing director John O’sullivan leads the business process of the organization along with having five departments: Corporate Affairs, Corporate services, Event organizing, Government & industry and Marketing (Tourism.australia.com 2018). The managing director of the company holds the responsibility of driving the strategies of the organization in a way so that the demand of Australia’s tourism experiences is increased (Tourism.australia.com 2018).
He is also responsible for the growth of sector over $115 billion by 2020 (Tourism.australia.com 2018). The Chief Marketing Officer, Lisa Ronson on the other hand holds responsibility to create and develop the brand assets of Tourism Australia for international campaigning. Lisa look after of the global marketing aussring that the marketing efforts towards the growth of Australia’s tourism are stand within the international marketplace which is extremely high (Tourism.australia.com 2018).
Karen Halbert is positioned in the company as Executive General Manager Corporate Affairs, Government & Industry. Karen works as the communicator or cooperator between the tourism Australia and government, tourism sector and news media of the country (Tourism.australia.com 2018). Mark Craig holds the position of executive general manger of corporate services and improves corporate governance by means of information technology, human resource, finance, administration, human resource and other activities (Tourism.australia.com 2018).
The events team of the organization under the supervision of Penny Lion looks after the organization of industry events and business events. While the business unit team focuses on the particularly business individuals’ visit to the country, the industry events team delivers a wide range of activities in order to showcase tourism sector’s offering before the world (Tourism.australia.com 2018). Penny leads the organization of the events in Australia and other key markets of with an aim of promoting the Australian tourism industry (Tourism.australia.com 2018). Phillipa Harrison looks after the international operation of the organization mainly in Asia, America, and New Zealand, Europe and the partnership and global distribution of the company.
Organizational structure – include an organizational chart or box diagram
Reporting lines
The company for the purpose of reporting publishes corporate plan, annual reports, statements of expectation and intents, budget statement and index files (Tourism.australia.com 2018). The annual report published by the company contains the overall annual performance of the company including revenue, sales, profit and other statistics. According to the hierarchical structure, they mangers of the company report to the managing director and the managing director reports to the bench of directors (Tourism.australia.com 2018). Moreover the organization is run under the direct supervision of the ministers.
Other organizations that your organization
The tourism agency Tourism Australia is in partnership with several organizations for multiple purposes. The main purpose for which the organization works with partner is to increase the investment in the promotion of Australia n tourism by industry contributors (Tourism.australia.com 2018). The other purpose behind the partnership is the intention of reaching out to the target customers over media channels (Tourism.australia.com 2018). However, the main purpose of partnering with other companies is to generate more revenue to the economy of tourism industry. Every year, Tourism Australia partners with more than 200 tourism companies as well as other organizations over a wide range of activities in order to present Australia as the most desirable destination for the purpose of business and tourism (Tourism.australia.com 2018).
Airlines
Tourism Australia is partnered with more than 20 airlines companies in Australia and other 15 key markets (Tourism.australia.com 2018). For a better engagement with the airlines companies, the company has agreements with the major airlines services: Virgin Australia, Etihad Airways, Qantas Airways, Air New Zealand, Singapore Airlines, China Southern Airlines, China Eastern and Air China (Tourism.australia.com 2018). Apart from these eight airlines Tourism Australia also has partnership with other airlines companies in the key markets.
Distribution partners
Over 160 travel companies work closely with the company in order to drive conversion in the major operation markets. Several retailers, online travel and tourism agencies and wholesalers are the partners fall under the key distribution partners of the company (Tourism.australia.com 2018). The partners are selected based on the suitability with Tourism Australia keeping the target market and business purpose in mind.
State tourism organization
All tourism organizations of state and territory are the partners of Tourism Australia for the purpose of marketing campaign in order to increase the visitor’s footfall in Australia (Tourism.australia.com 2018). These organisations and Tourism Australia also conduct events like Australian Tourism Exchange, Dreamtime and so on (Tourism.australia.com 2018). The key international markets remain on the focus when the joint partnership of Tourism Australia and these companies conducts trade events.
Non – travel partners
The non travel partners like Samsung, Sony, Quicksilver and major banks work with Tourism Australia in order to carry out market-specific promotional and marketing activities (Tourism.australia.com 2018). For example, in the year of 2015, Tourism Australia has entered into an agreement of three years in order to promote Australia’s tourism aspects under the tagline ‘There’s Nothing like Australia’ with an aim of increasing the number of tourism visits in Australia (Tourism.australia.com 2018).
Funding and membership base (if any)
The major investment towards the company is drawn from government since the organization is a government run tourism agency with an aim of accelerating the growth of tourism sector of the country.
Summary and assessment of their contribution to sport/leisure/tourism and/or destination management
The organization increased Tourism Australia has contributed to the tourism sector growth of the company to a greater extent as the overnight traveler’s spend marked $103.2 billion, international travelers’ spend $40 billion (Tourism.australia.com 2018). Over the years several partnerships like the partnership with visa has promoted the promotional campaigns in terms of tourism in the country.
The organization is working towards the goal of achieving the expenditure of $115 billion in the overnight tourism by 2020 (Tourism.australia.com 2018). Hence, the organization visions to elevate Australian tourism ahead of the entire world’s tourism industry across the world (Tourism.australia.com 2018). Thus it can be said that the organization’s contribution in making Australia as the most desirable organization is significant.
Concise economic and performance evaluation of the organization
As per annual reports, the revenue of the company in the year of 2017 rose up to 6%, from $38.8 million to $ 41.2 million. Hence, a considerable growth of the organization is evident from the above statistics (Tourism.australia.com 2018). The entire revenue was supplemented by the partnerships the company has with several organizations like state and territory organizations, airlines companies and other industry investors (Tourism.australia.com 2018). While the financial growth in terms of revenue has increased, the organization has been able to lower the expenditure overall by 8% from $189.7 million to $175 million (Tourism.australia.com 2018). Thus, it can be said that with the organizational growth, the company has been able to contribute significantly to the growth of tourism sector.
10. Evidence of CSR, ethics and sustainability-focused policies, practices, approaches.
Over the years, Tourism Australia has been adopting different approaches in order to push its CSR activities. One of the activities which deserve mention is the Dreamtime 2009 (Citmagazine.com 2018). The project was exclusively designed in a way that it could embed a considerable range of sustainable features mainly focusing on green drive so that ecological footprint of the event could be reduced.
Conclusion
Thus, from the above analysis, it will be apt to assert that contribution of Tourism Australia is significant in towards the growth of Australian tourism sector as the overnight traveler’s spend marked $103.2 billion and international travelers’ spend marked $40 billion. Thus the study gives special attention on the contribution of the company to the tourism sector as well as economy of the country. While discussing the operation of the Tourism Australia, the paper also discussed the financial statistics of the organization in a detailed manner. Hence, the whole discussion gave a thorough analysis of the tourism agency Tourism Australia which is owned by Australian government aiming to attract the international tourists to the country for business as well as leisure purposes.
References
Tourism Australia pushes CSR agenda.
annual report 2016/17.
Our Campaigns – Corporate – Tourism Australia.
Our Management – Corporate – Tourism Australia.
Our Mission – Corporate – Tourism Australia.
Our Organisation – Corporate – Tourism Australia.
Our Partnerships – Corporate – Tourism Australia.
Our Performance Reporting – Corporate – Tourism Australia.
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