Issue 262 - 23 Februrary 2009

TOURISM TASMANIA’S AUTUMN CAMPAIGN

Tourism Tasmania’s autumn marketing campaign will officially launch on Thursday 26 February.

The launch of the domestic marketing campaign, one of the most significant ever undertaken by Tourism Tasmania, marks the beginning of a range of marketing activities designed to promote Tasmania as a destination of choice over the autumn-winter period.

Phase 1 of the campaign commenced with the recent launch of the new Zone Holiday Planners.

The campaign brings a range of opportunities for Zone Marketing Groups and Tasmanian operators to market their product in partnership with Tourism Tasmania.

Further details will be announced soon.

TOURISM AUSTRALIA MARKET BRIEFINGS

Tourism Australia is presenting a series of tourism market briefings in March and April 2009.

The briefings will deliver the latest market intelligence on Australia's top tourism markets, changes in the marketplace and expectations for the next 12 months. They will include a description of in-market activities for 2009, analysis of issues and trends that affect international and domestic tourism and information to help plan for the Australian Tourism Exchange (ATE).

A new format, including more breakout sessions, will give participants more interaction with the presenters and the opportunity to get more in-depth information.

This year in the special ‘Meet the Expert’ sessions, participants will learn about Tourism Forecasting and how using the forecasts can help operators improve their business planning in these tough economic times.

The second workshop will examine the emerging environmental trend in travel marketing and what it means for your business.

A briefing day will be held in Hobart on Thursday 26 March at the Old Woolstore.

The Market Briefings are free of charge but you must register to attend.

Please note that Tourism Tasmania will run a Team Tasmania overview and ATE Preferencing workshop after the TA event closes (following afternoon tea at 3.00pm) from 3.30pm to 4.30pm.

Please indicate your interest in attending this session by contacting Gill Parssey 03 6230 8288 on teamtas@tourism.tas.gov.au by the 13th of March 2009. 

For further information on the briefings see the Tourism Australia website or contact TARSVP@tourism.australia.com.

TASMANIA RECEIVES EXPOSURE WORTH MILLIONS

The amount of exposure generated for Tasmania by the Mark Webber Pure Tasmania Challenge just keeps growing, with more than $7M of media value received so far.

The internationally recognised premium adventure race incorporates five days of trekking/running, mountain biking, kayaking and mystery disciplines across Tasmania’s stunning natural environment.

The Mark Webber Pure Tasmania Challenge is aimed at the ‘luxury experience’ end of adventure-tourism pursuits, and serves as a living postcard, nationally and internationally, promoting what Tasmania has to offer to potential visitors.

A breakdown of the numbers shows just how far the message of Tasmania as a pure, beautiful, adventure-packed destination is being spread.

Television exposure is valued at more than $5m; print at more than $1M and magazines at more than $700,000. Mark Webber also consistently conveys the state’s brand message at every media opportunity through interviews, media releases, in sport and lifestyle print publications, and online.”

These figures will soon increase even further, with the documentary of the 2008 challenge still to be aired. The documentary is aired nationally and in Tasmania’s key international markets of North America, United Kingdom, Europe, New Zealand and Asia.

The Government, through Tourism Tasmania, invested $250,000 in the Challenge for each of the past three years, and the event has consistently delivered many times more than that amount in media exposure.

RESEARCH REVEALS KEYS TO SUCCESSFUL INTERACTIVE TOURISM WEB MARKETING

A new industry booklet from Sustainable Tourism Cooperative Research Centre (STCRC) has revealed the power of interactive web tools, otherwise known as user-generated content, in influencing consumer’s travel plans.

The research revealed that almost a third of people think interactive web tools such as blogs, reviews and star ratings are ‘very influential’ in their holiday planning, with a further 50% saying these tools have ‘certain influence’ on their travel decisions.

Of the 12,500 Australian travellers surveyed, 91% still rate state tourism websites as being the most trusted source of travel information with 61% saying they felt these sites could be further enhanced with the addition of a user-generated content feature to capture the comments of ‘real’ travellers.

The booklet, Users Are Doing It For Themselves: How consumer-generated content is changing the face of tourism marketing, can be obtained free of charge from the STCRC website.

The full research report, Consumer-generated Web-Based Tourism Marketing, is also available in PDF format as a free download

FREE CARBON CALCULATOR LAUNCHED FOR AUSTRALIAN HOLIDAY MAKERS

The Sustainable Tourism Cooperative Research Centre (STCRC) has launched a new online carbon calculator for holiday makers in Australia.

The free online resource uses information from the Department of Climate Change as well as international flight emissions data to allow Australian holidaymakers to calculate the carbon emissions of their holiday.

A recent study from Roy Morgan Research revealed that while 62% of Australians are interested in participating in a carbon emission offset scheme for their holiday and leisure travel, only 4% have actually participated in the past.

The STCRC calculator provides a simple four-step process which runs through areas such as transport, accommodation and holiday recreation, and provides users with a simple overview of where their emissions come from.

The online tool also provides a number of tips on how to further reduce your holiday's impact and enjoy a more sustainable break. The calculator also links through to a list of carbon offset providers.

The calculator can be found on the STCRC website.

CLIMATE CHANGE

Tourism Tasmania has produced a new online resource to help Tasmanian tourism operators manage the overload of information on climate change.

The website provides a range of selected resources designed specifically for tourism operators and features checklists of low cost measures that can be initiated in every business, advice on how to run a green event, and fact sheets and tools to help operators reduce their environmental impact.

Information can also be found on eco-certification schemes and consultants who can assist operators meet their goals.

The website was developed after consultation with Tasmanian industry operators and the Tourism Industry Council Tasmania.

See climate change website

For further information, contact Aletta MacDonald, Manager, Infrastructure Development.
Ph. 6230 8127
Aletta.Macdonald@tourism.tas.gov.au

TIGERTOUR UPDATE

Here are the latest additions to the TigerTOUR database.

Accommodation

• Quality Hotel, Hobart Airport, Hobart
• Kermandie Hotel, Port Huon.

Attractions

• Golf Tours Tasmania, Launceston
• Brookfield Vineyard, Margate.

Tourism Tasmania’s Product Consultants can assist you to update your business details, email: TigerTOUR@tourism.tas.gov.au or phone: (03) 6230 8229.