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Destination Australia Conference to focus on attracting high-yielding international visitors

Destination Australia Conference to focus on attracting high-yielding international visitors
February 10, 2015

Tourism Australia is to host a new conference event that aims to focus on how all involved in tourism can attract more high-yielding international visitors to Australia to grow the industry and boost business.

To be held at The Ivy in Sydney on Tuesday 17th March the inaugural Destination Australia Conference is targeted to decision makers in tourism-related businesses that are actively marketing Australia to international leisure and business travellers.

The full day event is costed with a highly competitive registration fee of $300.

The conference will:

• Outline the current global outlook for tourism focusing on significant mid-term demographic and economic trends that offer potential opportunities for Australia
• Share consumer insights from Australia’s highest volume and highest yielding international markets and explain Tourism Australia’s marketing campaigns for the year ahead
• Showcase examples of innovation in marketing and trends in tourism: new technology, data mining/big data, methods for content creation, changing distribution models, good design and personalised content.

Conference addresses include:

• Australia on the world stage - the Conference opening address will see Federal Minister for Trade and Investment Andrew Robb talk about the Federal Government's approach to foreign affairs and trade and share the latest on 'Tourism 2020' activity.

• The global outlook for tourism - what are the macro-economic trends and demographic changes that affect the world economy and peoples’ propensity for international travel?

• Selling 'Destination Australia' - the latest consumer insights from the international markets Tourism Australia targets and learn about the strategic approach behind Tourism Australia's marketing strategy. This will also be the first opportunity for many to meet Lisa Ronson, Tourism Australia's new Chief Marketing Officer.

• Partnership marketing - there are many different approaches to partnership marketing but what are some successful ways companies are working together to make a bigger impact? What models exist? How are we doing it in the tourism industry? Is tourism any different to other sectors? And how much does size matter?

• If you’ve got it ... flaunt it! - Sean Ashby built men's apparel brand Aussie Bum from his home in Sydney in 2001 and has grown the company to become a major international exporter and iconic brand. What are the secrets to his success?

• Know your audience - how to use data mining tools to predict trends and consumer behaviour and to drive conversion.

• Reaching travellers online - with travel planning and booking increasingly done online, how are travellers researching, planning and booking? What are the steps they take and what sites are they using throughout the process? Find out more about the online habits of travellers to capture the online travel market.

• Maximising yield through distribution - in trying to attain the tourism 2020 goal of increasing expenditure, this session will explore the importance of distribution and how best to maximise yield. What's the relationship between distribution and marketing?

• It’s all about compelling content - the centrepiece to telling stories that pique the curiosity of customers. What are the ways to get noticed and customise content for different media? How can we both reach and captivate our audience?

Speakers include:

• Ian Harper, Partner, Deloitte Access Economics - one of Australia's best known economists, Ian Harper has worked closely with governments, banks, corporates and leading professional services firms at the highest level. As a member of the celebrated Wallis Inquiry, he was at the forefront of financial market reform in Australia. Professor Harper is sought after as a commentator and public speaker on economic and financial issues.

• John O'Sullivan, Managing Director, Tourism Australia

• Lisa Ronson, Chief Marketing Officer, Tourism Australia - Lisa Ronson joined Tourism Australia as Chief Marketing Officer in February 2015 having held senior brand marketing, advertising and sponsorship roles working across a range of diverse industries and global brands, including Westpac, David Jones, Telstra, Visa International and Carlton and United Breweries.

• Sally Cope, Executive Officer, Ultimate Winery Experiences Australia - brings over 20 years' experience in tourism sales and marketing to the wine sector as Executive Officer of Ultimate Winery Experiences Australia (UWEA) to raise the profile of Australia as one of the world's leading wine tourism destinations. UWEA is a consortium of high-end, award winning wineries offering unique wine experiences including barrel, private and structured tastings, food-wine matching, wine education and gastronomy in spectacular locations within Australia's renowned wine regions.

• Kathryn Valk, General Manager Marketing and Sales, Ardent Leisure (Theme Park Division) - has comprehensive marketing acumen gained from broad marketing roles working with companies such as McDonald's Asia Pacific, Virgin, Shell, Coca-Cola, Caltex, Build-A-Bear Workshop and more recently in her role at Ardent Leisure representing Dreamworld, WhiteWater World and Skypoint. A key aspect of her experience has been in managing successful marketing partnerships across a range of industries and with both large and small organisations.

• Ben Neville, Owner and Operator, Off Piste 4WD Tours

• Hugh Aitken, Director Business Development, Skyscanner - heads up business development and commercial operations for the fast growing Skyscanner B2B brand. He leads the team who are forging strategic partnerships with a range of partners who use Skyscanner's global content, as well as taking to market a range of unique analytical tools which provide partners with a unique insight into travel demand and trends

• Ross McDonald, Industry Head - Travel & Tourism, Google Australia - Google's Industry Head for Travel & Tourism, focusing on working with travel and tourism's largest brands. 

• Nicole Sheffield, Chief Executive, NewsLifeMedia 

Click here for more information in the Australasian Leisure Management industry events Calendar.



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