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Industry - Newsletter
Tourism Talk Edition 234
COUNTING DOWN TO INTERNATIONAL SYMPOSIUM
Come along to Tasmania’s International Symposium at Hobart’s Old Woolstore on 27 and 28 November and you’ll also have a chance to meet some of the most influential players in Australian international tourism marketing.
Since our initial invitation to the Symposium, we have secured Matthew Cameron-Smith, Trade Development Manager, Tourism Australia, and Phillipa Harrison, Vice President Product, Viator, as guest presenters. These talented and experienced travel industry professionals will add breadth to an already impressive line-up of speakers.
To ensure you have the opportunity to hear all our guests, network with Tourism Tasmania’s international marketing and PR managers, and increase your knowledge of how to work in the international market, we have extended the deadline for registrations to 9 November.
Don’t miss this important chance to learn how you can be a part of Tasmania’s growth in international tourism. For agendas, speaker profiles and registration details, visit Tourism Tasmania’s corporate web site.
ISLAND CYCLE TOURS’ INTERNATIONAL ASCENT
Targeting the international visitor market was always a part of Sam Denmead’s business plan when she launched Island Cycle Tours six years ago.
What she hadn’t planned for was the time, money and effort required to get her product into the international marketplace.
“To reap the rewards of the lucrative international market, operators must be prepared to put in the hard yards,” Sam explains.
“While for some there will be immediate results, for most of us, it will be a long-term game.”
Sam believes being organised and well prepared is crucial, as is keeping in mind the amount of lead time the international trade requires for its marketing and promotional opportunities.
One of the big lessons Sam learned was the financial burden. Marketing your business on a global scale requires significant financial investment, particularly with forums and conferences often held interstate.
Sam believes that this month’s International Symposium presents an excellent opportunity for Tasmanian operators looking to expand into the international market to access some of the nation’s top industry figures in our home state.
Attending the conference is easy. The hard work, Sam says, is the ongoing work required to keep your business in the minds of the inbound tour operators and the international trade representatives – these are the people that will target the in-market travel agents who will ultimately sell your product to the consumer.
Sam suggests being very well organised with all collateral and other materials you need to market your product properly before you meet with trade representatives. If you’re under-prepared, you most likely won’t be considered sellable, particularly if you plan on targeting the high-end international traveller.
“Most of all – do your research,” says Sam. “Know what they’re looking for.
“Every ITO is different and you need to tailor your approach to suit the individual needs of each. One size does not fit all.”
For Sam, the past six years have been a steep learning curve. Her advice to those starting out is to seek guidance from your tourism representatives and consultants.
“They can provide you with invaluable resources and information for navigating your way through the international marketplace.”
RELATIONSHIPS KEY TO SUCCESS IN CHINA
Chinese travel agents prefer to establish relationships with inbound tour operators before they begin writing business, according to Tourism Australia. This makes face-to-face trade events especially valuable for members of the industry wishing to enter this emerging market.
Tourism Tasmania’s Karen Fraser has spent much of this week participating in the Australian Travel Mission to China, which provides opportunities for the Australian industry to build awareness of Australian tourism products and services among the Chinese travel trade and media.
“The mission gave me a great insight into a market with very particular needs and opportunities,” said Karen.
“There is some potential for Tasmania to attract Chinese visitors interested in upmarket experiences and special interest tours for technical and small incentive groups.
“There are also opportunities in the student market.”
Karen said Mr Shaw Ding of China’s major online travel distributor, Ctrip, emphasised that younger, wealthier Chinese consumers value feedback gained online from other consumers.
“Advocacy and blogging are increasingly important for this sector of the Chinese community,” said Karen.
“The travel scene in China is changing fast. To expand its share of this market, Tasmania will need to understand and target experience seekers, a group identified by Tourism Australia as likely to find an Australian holiday particularly appealing.
“Tasmania has a great advantage in this regard, having led the nation in exploring the advantages of experience development.”
Karen said Tasmanian operators and ITOs would need to work closely in planning itineraries and marketing products for Chinese experience seekers.
TOURISM INDUSTRY HONOURS HIGH ACHIEVERS
The tourism industry’s highest achievers were honoured at a gala dinner and awards night on Friday 2 November.
Winners from each of the 26 award categories are automatically entered into the Australian Tourism Awards, to be announced in Canberra in February next year.
Tourism Industry Council Tasmania Chief Executive Daniel Hanna said,
“The annual tourism awards showcase the very best the Tasmanian industry has to offer and encourage everyone in the industry to strive for excellence.”
This year the Minister’s Award for Outstanding Contribution to Tourism went to Peter Neilson, chair of the Launceston Tamar Valley Tourism Association with over 30 years service in the industry.
The winner of the Minister’s Young Achiever Award was Ian Reed from Diamond Island Apartments at Bicheno.
The People’s Choice Award went to Nocturnal Tours of Low Head which is run by Shirley Lincoln.
All the 2007 Tasmanian Tourism Award winners:
Major Tourist Attractions: Port Arthur Historic Site
Tourist Attractions: West Coast Wilderness Railway
Major Festivals & Events: Ten Days on the Island Festival
Ecotourism: The Maria Island Walk
Heritage & Cultural Tourism: Port Arthur Historic Site
Specialised Tourism Services: The Wilderness Gallery
Visitor Information & Services: Forest and Heritage Centre Inc
Meetings & Business Tourism: The Old Woolstore Apartment Hotel
Tour & or Transport Operators: Hobart Cruises
Adventure Tourism: The Maria Island Walk
Tourism Marketing: Pure Tasmania
Tourism Restaurants & Catering Services: Terrace Restaurant
Tourism Wineries: Ghost Rock Vineyard
Hosted Accommodation: Clydesdale Manor P/L
Unique Accommodation: The Henry Jones Art Hotel
Standard Accommodation: Bruny Island Explorers Cottages
Deluxe Accommodation: Avalon Coastal Retreat
New Tourism Development: Piners and Miners
Outstanding Contribution by an Individual: Donald Wells
People's Choice: Nocturnal Tours (Shirley Lincoln)
Highly Commended:
Ecotourism: Freycinet Adventures
Hosted Accommodation: Sheoaks on Freycinet
Luxury Accommodation: The Islington Hotel
TETSUYA TOASTS TASMANIA AND THE TSO
Acclaimed chef Tetsuya Wakuda hosted a “Celebration of Tasmania” benefit dinner for the Tasmanian Symphony Orchestra at his Sydney restaurant, Tetsuya’s, on Monday 22 October. 
This is the second benefit dinner Tetsuya has put on for the TSO. The first was held last year, with 120 guests paying $1,000 a head to dine on fine Tasmanian food and wine and be entertained by the TSO.
The event was a showcase for Tasmania, with three talented Tasmanian chefs in the kitchen preparing dishes featuring quality Tasmanian produce and a wine list devoted to fine Tasmanian wines.
Guests dined on oysters and baby abalone from Swansea, wagyu beef from Robbins Island on Tasmania’s north-west coast, and salmon from Huon Aquaculture. Tasmanian wines from Stefano Lubiana, Clover Hill, Moorilla Estate, Wellington Wines, Domaine A and Frogmore Creek were served, in addition to Boag’s Premium beer.
The three Tasmanian chefs who joined the team of 17 in the kitchen to prepare the 11-course menu were Scott Walker from Glo Glo’s in Latrobe, Richard Hensens from North Hobart’s Republic Bar, and Dennis Baker from Launceston’s Fee & Me.
The TSO dinner was a fantastic opportunity for people from Tourism Tasmania, Arts Tasmania, Brand Tasmania, the Department of Economic Development and the TSO to network with existing and potential partners who were experiencing first hand what Tasmania has to offer.
Managing Director of the TSO, Nicholas Heyward said, “the Tetsuya dinner has raised the profile of the TSO to new heights before a very influential Sydney audience.”
Tetsuya’s relationship with Tasmania started almost a decade ago when he met Peter and Una Rockliffe and began using their now famous Petuna Ocean Trout. Tetsuya paid tribute to Tasmania’s quality producers, without whom chefs and restaurants like his own would be “nowhere”.
BIG NEWS FOR TIGER, SPIRITS AND JETSTAR
It’s been a big week for transport providers servicing Tasmania. Tiger Airways announced it would introduce daily low-cost services to Hobart in January, the Spirit of Tasmania reduced the cost of bringing accompanied standard vehicles to the state, and Jetstar was named the Centre for Asia Pacific Aviation’s Low Cost Carrier of the Year for the second time in the airline’s short history.
The reduced Spirit of Tasmania fares have been made possible by an increase in the Bass Strait Passenger Vehicle Equalisation Scheme. As a result, the cost of taking a standard vehicle across Bass Strait has dropped from $79 to $61 each way.
The new subsidy took effect on 1 September 2007, so Spirit of Tasmania is working with the Federal Department of Transport and Regional Services to coordinate refunds for those who have booked and travelled since that time.
COOPERATIVE MARKETING FUND GRANT RECIPIENTS ANNOUNCED
A wide range of initiatives – from a food and wine event to a digital strategy – have secured support in the latest round of the Tourism Promotion Plan’s Cooperative Marketing Fund.
The Fund provides assistance to projects that are market-ready and able to improve visitation in their area and across the State.
Huon Valley Council received $50,000 towards its cooperative marketing campaign “The Huon Trail – Four Inspired Adventures”, which is led by four major experiences in the region.
The Far South Tourism Network received $8,000 for its “Far South Promotions Project”, which brings Far South operators together in a promotional push for the region.
The Circular Head Tourism Association received $4,000 for the development of its digital capabilities to increase its capacity to deliver marketing programs for the region.
Finally, the Launceston Tamar Valley Tourism Association received $8,636 to assist members to participate in the Tamar Valley Fine Wine and Food Expo in Melbourne.
Applications were considered by the Management Committee of the Tourism Promotion Plan Working Group against a range of criteria including alignment to the Plan’s objectives and goals, value for money, capacity to deliver and sound marketing practices.
MARIA ISLAND FERRY OPERATIONS
The State Government has announced that ferry services to Maria Island National Park are to be provided to the public on an open market approach, with financial support available over the winter months.
The open market approach means that there will be no restrictions on the number of ferry service licences issued to access the Darlington jetty on Maria Island. There will also be financial assistance offered to support winter operations of ferry services.
The Minister for Tourism, Arts and the Environment, Paula Wriedt, said that by opening the market, a range of experiences could be provided by different operators, in conjunction with the traditional daily crossings.
Following the withdrawal of the Maria Island Company’s ferry service in August 2007, Ms Wriedt said the Parks and Wildlife Service had been exploring options for the provision of ferry services to Maria Island into the future.
Ms Wriedt said this approach would provide the best business environment to facilitate the development of quality, innovative and reliable ferry and boat tour services to Maria Island.
It is believed that the current ferry service operator, Seawings, intends to continue to provide a range of experiences, including an ‘express’ ferry to the island.
The Government will soon be releasing a Contract for Services Tender seeking an operator or group of operators to commit to a minimum level of ferry service in the shoulder and winter months in return for a fixed annual payment.
WESTERN AUSTRALIA LURED BY OUR ISLAND OF INSPIRATION
Tourism Tasmania’s highly successful Island of Inspiration marketing campaign has been extended to Perth this spring.
As in autumn, the spring-summer campaign features television and print advertising in metropolitan Sydney and Melbourne, regional NSW and Victoria, south-east Queensland and, for the first time, the affluent Perth market. There will also be billboard sites at prime locations in Sydney and Melbourne.
The new campaign continues to articulate the inspiring experiences in extraordinary places visitors can enjoy when they holiday in Tasmania.
NEW CEO FOR TAS SOUTH TOURISM ASSOCIATION
Former RACT marketing and communications group manager, David Rose has been appointed as the new Chief Executive Officer of Tasmania’s South Regional Tourism Association.
Tas South Chairman, Andrew Reimer, said Mr Rose has the executive-level management skills and marketing and partnership development expertise needed to lead the Tas South team.
With over 20 years of marketing and communications experience, Mr Rose is looking forward to leading Tas South and its commercial businesses Totally South and the Tasmanian Travel and Information Centres, to develop partnerships to drive marketing communications with travel consumers.
Mr Rose will commence his position on Monday 19 November 2007.
PARLIAMENT HOUSE LAWNS A SPRING SHOWROOM FOR MOTORING EXCELLENCE
Hobart’s Parliament House Lawns are making something of a name for themselves as an outdoor showroom for luxury cars.
Over the last weekend in October, an international and Australian contingent of Lancia drivers gathered on the lawns as part of a Tasmanian tour to celebrate a hundred years of Lancia production.
Not to be outdone by their Italian rivals, the BMW Club of Victoria displayed its pride and joy on Parliament lawns on Monday as a part of its third Tasmanian Tour.
Congratulating the BMW Club on its return to Tasmania, organiser of the tour, Michael Bailey, said the island was a wonderful destination for car clubs. “You whet their appetite once and they can’t wait to return.”
Michael has organised several other touring car club events to Tasmania, including the Porsche Club Victoria tour held in March this year. Michael says the Porche drivers, too, are already planning another trip.
The BMW participants can join a standard or extended tour, the longer of which ends on 7 November and takes in Devonport, Coles Bay, Strahan and Cradle Mountain.
The Lancia tour attracted nearly 90 participants, while more than 30 BMW drivers are in the State for the BMW Club tour. Both events have been supported by Events Tasmania’s Touring Events Grant Program.
If you have any questions about Tourism Talk please email indnews@tourism.tas.gov.au