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Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
Rear View – Forward View of ATDW@ Enter 2014 - Dublin
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Rear View – Forward View of ATDW @ Enter 2014 - Dublin

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  • This is a Mooloolaba
  • Mention the various external and internal reviews that have been undertaken over the years
  • Mention the various external and internal reviews that have been undertaken over the years
  • Green Arrow: Connection to indexRed Arrow: distribution Purple: Cross-sell/share
  • Transcript

    • 1. Rear View – Forward View of ATDW @ Enter 2014 - Dublin
    • 2. Two key stories to share  A contemplation on what has worked and what hasn’t in establishing and evolving the ATDW  A future view on what could be possible to continue its success 2
    • 3. 3
    • 4. Tourism is a key contributor to the Australian economy  $98 billion in total visitor expenditure,  Nearly 5% of the Australian workforce  6% of Australia’s export value  Australia ranked #11 out of 140 countries when measuring the nation's overall competitiveness (travel and tourism) against other countries  Australia ranked #2 out of 140 countries when measuring the performance of our natural resources (in terms of competitiveness)  Australia ranked #137 out of 140 countries when measuring price competitiveness in the travel and tourism industry  Despite the continuing high value of the Australian $ and the increased number of emerging destinations becoming active in tourism, international visitors to Australia grew at 5% in 2012–13 to reach a new record of 6.3 million visitors 4
    • 5. 5
    • 6. 12 Year Partnership  Joint initiative of Tourism Australia and all Australian State and Territory Government Tourism Organisations  Identified need to establish a national database to market a comprehensive range of Australian tourism products  Achieves a high quality national database, data standards, technology to aid content sharing 6
    • 7. Picture of our product categories / icons / numbers 7
    • 8. As of 30 Jul 2013 8
    • 9. 9
    • 10. 10
    • 11. 13
    • 12. Value to Industry…Leads 14
    • 13. Platform Evolution 2002 ATDW 2008 TXA booking exchange 2004 STOs’ Local ATDWs 2010 New data standard 2008 Tourism e-kit 2013 Booking Widget 2012 Geoweb Webservice 2011 myATDW data management application 2013 Chinese translation 2014 Content Widgets 2014 Contribution API 2015 New ATDW Platform
    • 14.  Over 60 tutorials  Online | Print | Video  Relevant up-to-date content  Simple and easy to follow Over 300,000 downloads
    • 15. Platform Evolution 2002 ATDW 2008 TXA booking exchange 2004 STOs’ Local ATDWs 2010 New data standard 2008 Tourism e-kit 2013 Booking Widget 2012 Geoweb Webservice 2011 myATDW data management application 2013 Chinese translation 2014 Content Widgets 2014 Contribution API 2015 New ATDW Platform
    • 16. 18
    • 17. Strategic Metrics  Content quality  Content growth  Distribution growth  Demand from distributors  Demand from industry 19
    • 18. Success Factors  DMO ownership model  Flexibility in servicing DMOs  Customer service culture  Commitment to quality  Continual evolution 20
    • 19. Weak Spots  DMO ownership model  Making content bookable (sellable) in a DMO centric model 21
    • 20. Learnings Effort and Support of DMOs Relationships vs Technology Importance of Measurement Research and Adaptation 22
    • 21. What if? 23
    • 22. Centralised – Content Stored by ATDW Operator Operator Operator Operator ATDW Database Distributor Distributor Distributor Distributor 24
    • 23. Decentralised – Content Stored by Industry Operator node Operator node Operator node 3rd Party node Operator node 3rd Party node ATDW Index Distributor Distributor Distributor Distributor 25
    • 24. The future? 26
    • 25. Core proposition = Trusted Content 27
    • 26. Research and Adaptation Reporting Evolution Dynamic DMO Roles Review Education 28
    • 27. 29
    • 28. Thank you

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