CANADA | CTC Corporate Plan Summary | 2016 - 2019
Marketing Canada in a Ever-Changing World
"...Tourism dollars do not stop at the airport, restaurant, hotel or convention centre. Tourism dollars spread to schools and industries across the country. Indeed, tourism acts as a catalyst, setting off a flurry of interest and activity around all other industries..."
SOUTH AFRICA - Corporate Plan 2015_2016 to 2019_2020BTO Educational
SOUTH AFRICA - Corporate Plan 2015_2016 to 2019_2020
Leading sustainable tourism development for inclusive economic growth in South Africa.
OFFICIAL SIGN-OFF
It is hereby certified that this Strategic Plan:
• Was developed by the management of the Department of Tourism under the guidance of Minister Derek Hanekom, MP.
• Takes into account all the relevant policies, legislation and other mandates for which the Department of Tourism is responsible.
• Accurately reflects the strategic outcomeoriented goals and strategic objectives which the Department of Tourism will endeavour to achieve over the 2015 – 2020 period.
CANADA | CTC Corporate Plan Summary | 2016 - 2019
Marketing Canada in a Ever-Changing World
"...Tourism dollars do not stop at the airport, restaurant, hotel or convention centre. Tourism dollars spread to schools and industries across the country. Indeed, tourism acts as a catalyst, setting off a flurry of interest and activity around all other industries..."
SOUTH AFRICA - Corporate Plan 2015_2016 to 2019_2020BTO Educational
SOUTH AFRICA - Corporate Plan 2015_2016 to 2019_2020
Leading sustainable tourism development for inclusive economic growth in South Africa.
OFFICIAL SIGN-OFF
It is hereby certified that this Strategic Plan:
• Was developed by the management of the Department of Tourism under the guidance of Minister Derek Hanekom, MP.
• Takes into account all the relevant policies, legislation and other mandates for which the Department of Tourism is responsible.
• Accurately reflects the strategic outcomeoriented goals and strategic objectives which the Department of Tourism will endeavour to achieve over the 2015 – 2020 period.
Govt to incentivize rand usage in local tourism sector: Minister MzembiZimpapers Group (1980)
A digital copy of the BH24 (11 January 2016 edition). Zimbabwe's premier business news free sheet published by the Zimpapers Newspapers Group (1980) Limited and available every week day from 15:30hrs to give a summary of the day's business news.
The role of economic diplomacy in a new world- Reprinted from the Sunday Inde...volkmarguidohable
Economic diplomacy has always been an integral and important part of the work of a diplomat, and that principle applies equally to South African diplomats.
Brief information on Turkish Tourism Industry including tourism infrastructure, number of visitors, tourism revenues, beach, yacht, congress, winter, health & thermal tourism, top 10 hotel chains in Turkey, and market outlook
Gujarat a Potential Indian Tourism DestinationChandni Sahgal
Gujarat is rich in Wildlife, Heritage, Beaches, Nature and Pilgrimage. Gujarat also has airports, ports and train connectivity, yet it is lacking in the number of Tourist arrivals.
Can Gujarat focus on a Tourism Strategy?
Are there lessons to be learnt from Rajasthan or Kerala?
Robert Piattelli - 1° Luglio 2010 - Internet Better TourismBTO Educational
VENETO FOR YOU IX WORKSHOP INTERNAZIONALE DEL TURISMO NEL VENETO
Venezia, 1 Luglio 2010
I SOCIAL NETWORK e le CONVERSAZIONI
ISTRUZIONI per l’USO
Robert Piattelli
Co-founder BTO Educational
www.btoeducational.it
Serving our customers to the best of our capability is our mission. Our customer is our priority. Understanding their requirements and working towards fetching it is our goal.
IL WEB MARKETING COME STRATEGIA COMUNICATIVA: PROGETTAZIONE DEL SITO WEB AZIE...Aurora Verdi
L’incredibile progresso messo in atto dalle nuove tecnologie, dall’informatica e soprattutto dal web, ha fornito alle aziende nuovi strumenti e modalità di comunicazione.
L’elaborato parte dalla nascita delle tecnologie di rete e di internet fino all’elaborazione degli elementi tecnici e non, che mettono in luce l’importanza raggiunta dal web, cercando di individuare la convenienza o meno del loro utilizzo in termini di web marketing.
In conclusione, ho deciso di mettere in pratica quanto detto, attraverso l’analisi del sito dell’azienda alimentare italiana Buitoni.
A look into the mobile trends in 2015 for destination marketing. What to expect and what to look out for.
Presented at the digital tourism think tank in Barcelona in dec 2014.
This presentation focusses on mobile technology, but looks at other important technological trends too, such as new social media networks.
The target audience is dmo and tourism marketeers.
Govt to incentivize rand usage in local tourism sector: Minister MzembiZimpapers Group (1980)
A digital copy of the BH24 (11 January 2016 edition). Zimbabwe's premier business news free sheet published by the Zimpapers Newspapers Group (1980) Limited and available every week day from 15:30hrs to give a summary of the day's business news.
The role of economic diplomacy in a new world- Reprinted from the Sunday Inde...volkmarguidohable
Economic diplomacy has always been an integral and important part of the work of a diplomat, and that principle applies equally to South African diplomats.
Brief information on Turkish Tourism Industry including tourism infrastructure, number of visitors, tourism revenues, beach, yacht, congress, winter, health & thermal tourism, top 10 hotel chains in Turkey, and market outlook
Gujarat a Potential Indian Tourism DestinationChandni Sahgal
Gujarat is rich in Wildlife, Heritage, Beaches, Nature and Pilgrimage. Gujarat also has airports, ports and train connectivity, yet it is lacking in the number of Tourist arrivals.
Can Gujarat focus on a Tourism Strategy?
Are there lessons to be learnt from Rajasthan or Kerala?
Robert Piattelli - 1° Luglio 2010 - Internet Better TourismBTO Educational
VENETO FOR YOU IX WORKSHOP INTERNAZIONALE DEL TURISMO NEL VENETO
Venezia, 1 Luglio 2010
I SOCIAL NETWORK e le CONVERSAZIONI
ISTRUZIONI per l’USO
Robert Piattelli
Co-founder BTO Educational
www.btoeducational.it
Serving our customers to the best of our capability is our mission. Our customer is our priority. Understanding their requirements and working towards fetching it is our goal.
IL WEB MARKETING COME STRATEGIA COMUNICATIVA: PROGETTAZIONE DEL SITO WEB AZIE...Aurora Verdi
L’incredibile progresso messo in atto dalle nuove tecnologie, dall’informatica e soprattutto dal web, ha fornito alle aziende nuovi strumenti e modalità di comunicazione.
L’elaborato parte dalla nascita delle tecnologie di rete e di internet fino all’elaborazione degli elementi tecnici e non, che mettono in luce l’importanza raggiunta dal web, cercando di individuare la convenienza o meno del loro utilizzo in termini di web marketing.
In conclusione, ho deciso di mettere in pratica quanto detto, attraverso l’analisi del sito dell’azienda alimentare italiana Buitoni.
A look into the mobile trends in 2015 for destination marketing. What to expect and what to look out for.
Presented at the digital tourism think tank in Barcelona in dec 2014.
This presentation focusses on mobile technology, but looks at other important technological trends too, such as new social media networks.
The target audience is dmo and tourism marketeers.
Il pitch perfetto panel per blogger a bto 2016Silvia Moggia
Il mondo del blogging è in piena espansione e operatori turistici, agenzie pubblicitarie ed enti stanno poco alla volta investendo in collaborazioni individuali e blog tour.
Analizzando le varie campagne promozionali nel settore travel gli influencer paiono però sempre gli stessi, indipendentemente dalle loro nicchie di riferimento… come inserirsi quindi?
Come entrare in contatto con strutture turistico-ricettive e enti locali per la prima volta?
Come attirare la loro attenzione e instaurare un proficuo rapporto lavorativo?
Nicoletta Polliotto | BTO 2016 | UGC e touch point marketingBTO Educational
BTO 2016
Day TWO | Giovedì 1° dicembre
UGC e Touchpoint Marketing: Alchimia dell'Influence Marketing
http://www.buytourismonline.com/eventi/influence-marketing/
http://www.buytourismonline.com
Keynote Speaker
Nicoletta Polliotto Muse Comunicazione
Il ciclo di ricerca e prenotazione del viaggiatore sta di nuovo cambiando.
Informazioni, contatti, prenotazioni di hotel e viaggi avvengono online e da Mobile, in un contesto Multi e Cross-channel.
Applicare strategie di Influence Marketing non significa coinvolgere giornalisti e travel blogger, organizzando Educational tour, fotografare VIP per la tua bacheca virtuale, assoldare clik farmer per la tua ultima campagna.
Con il nostro speech sveliamo come elaborare una strategia: utilizza a tuo vantaggio Touchpoint Marketing e UGC Marketing.
Approfitta dei Micro-Momenti da dispositivi mobili ed esalta il ruolo dei micro-influencer; offri percorsi dove la User Experience sia centrale, favorendo un tessuto comunicativo fertile e sincero.
Esempi pratici, buone pratiche e breve manuale d'istruzioni per sfruttare al massimo i writeUP degli utenti, gestendo le recensioni e i commenti degli ospiti.
Il ciclo di ricerca e prenotazione del viaggiatore sta di nuovo cambiando.
Informazioni, contatti, prenotazioni di hotel e viaggi avvengono online e da Mobile, in un contesto Multi e Cross-channel.
Applicare strategie di Influence Marketing non significa coinvolgere giornalisti e travel blogger, organizzando Educational tour, fotografare VIP per la tua bacheca virtuale, assoldare clik farmer per la tua ultima campagna.
Con il nostro speech sveliamo come elaborare una strategia: utilizza a tuo vantaggio Touchpoint Marketing e UGC Marketing.
Approfitta dei Micro-Momenti da dispositivi mobili ed esalta il ruolo dei micro-influencer; offri percorsi dove la User Experience sia centrale, favorendo un tessuto comunicativo fertile e sincero.
Esempi pratici, buone pratiche e breve manuale d’istruzioni per sfruttare al massimo i writeUP degli utenti, gestendo le recensioni e i commenti degli ospiti.
REGIONE TOSCANA | Legge Regionale Turismo n° 86, 20 dicembre 2016 BTO Educational
REGIONE TOSCANA
Testo unico del sistema turistico regionale
La Regione, nel rispetto del principio di sussidiarietà, interviene in particolare per:
a) riconoscere il ruolo strategico del turismo per lo sviluppo economico sostenibile, la promozione e la valorizzazione del territorio;
...
...
...
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
Le nuove modalità operative degli Info Point, ossia come oggi essi devono operare ed organizzarsi, rivedendo in toto il proprio ruolo sia all’interno sia all’esterno della destinazione.
Marketing Strategy for New Zealand 2015. Very interesting focus on two main points: KAITIAKITANGA means guardianship, care and protection. It provides a basis for our
approach to sustainably managing our natural, cultural, and built environment for current
and future generations.
MANAAKITANGA:implies a reciprocal responsibility upon a host, and an invitation to a
visitor to experience the very best we have to offer. Applying these values throughout the
Strategy reflects our intention to move forward together, based on a shared and uniquely
New Zealand approach.
Very nice StudyCase for Those Countries with natural resources that need to work in a sustainable way.
Food and wine experiences have long been an integral part of the State’s tourism marketing message promoting South Australia as a visitor destination.
However, despite South Australia being recognised as the home of Australian wine we cannot rest on our laurels, as other State’s aggressively target these opportunities recognising travellers’ desire for such experiences.
Furthermore, while South Australia has some outstanding food experiences, consumer research reveals that the State is not strongly associated with this attribute.
Acknowledging this, in 2008, the Minister’s Tourism Round Table established an industry led Food and Wine Tourism Working Group to address these issues.
This Group was asked to prepare a strategic plan to strengthen the State’s competitiveness in food and wine tourism and to forge stronger links between the food and wine tourism sectors.
This Plan is the culmination of the detailed investigations of the Working Group. It sets a clear path forward with detailed implementation action designed to realise the vision of SA being the world’s leading food and wine tourism destination by 2020.
I am pleased to submit this final report to the Minister’s Tourism Round Table. Special thanks go to the Working Group comprising:
• Susan Berlin
• David Cowperthwaite
• Caroline Densley
• Marc Dobson
• Pip Forrester
• Denise Manson (replaced Marc Dobson, Feb 2009)
• Mark McNamara
• Elaine Ratcliffe
• Neil Schultz
• Barbara Storey
• Uby Faddoul
Thanks are also expressed to Jan Douglas, Claudelle Martin, Joanne Podoliak, David Crinion and Steve Kernaghan of the South Australian Tourism Commission for their support in developing this strategy.
Karen Ronning
Chair, Minister for Tourism’s Round Table Food and Wine Working Group
March 2009
April 2015 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Tourism and Hospitality Industry
COMPANY ANALYSIS : Thomas Cook India Ltd
BRAND ANALYSIS : Mercedes Benz
Concept of the month
Strategic Marketing Plan Yukon Tourism. Very interesting studycase if you compare the last marketing plan focus. Now, leads and consumer attraction are the key factor. Recommended for DMO Planners, Marketing Strategists and Tourism Teachers. #TourismEngineering
During the event, our team provided a series of short, sharp presentations which aimed at bringing our partners up to speed with our national and international work - from major events to inward investment - and highlighting opportunities for them and their businesses.
Partners also heard from VisitEngland chief executive James Berresford, about the national tourism landscape, the growth strategy for tourism and major new funding programmes which are underway and set to benefit our region this year.
Tonga Agritourism Policy Setting Workshop 2018
Policy setting for improved linkages between agriculture, trade and tourism:
Strengthening the local Agrifood sector and promoting Agritourism in Tonga.
Workshop organised by the Government of Tonga
in collaboration with CTA, and the Pacific Community, PIPSO and SPTO
Guesthouse in springs | Nest and Rest | Accommodation in South AfricaGhazanfar Ali
Guesthouse in Springs Exclusive Lodge, Johannesburg Best Accommodation in Gauteng South Africa Enjoy Friendly Staff at a reserve and quite Guesthouse Free Wifi, Swimming Pool, Secured Parking
#PR2015 is a new 28-page guide looking forward the trends and issues affecting the business of public relations in 2015, from the perspective of 23 of the Chartered Institute of Public Relations (CIPR) member groups.
Stati Generali del Turismo 2022 | Chianciano 28_29 ottobre 2022 | Programma.pdfBTO Educational
Ministero del Turismo
Stati Generali del Turismo
1a Conferenza Programmatica Nazionale
Una nuova visione dell’industria del turismo
Parco Acqua Santa a Chianciano
venerdì 28 e sabato 29 ottobre 2022
Programma
Camminare, voce del verbo conoscere. Lungo il Sentiero Calabria ala scoperta di Luoghi, Culture, Tradizioni
https://scientificwte.it/event/sentiero-calabria/
WTE World Tourism Event for World Heritage Sites
XIIIa Edizione Consecutiva, da giovedì 15 a sabato 17 settembre 2022
A VERONA, Palazzo della Gran Guardia in piazza Bra, proprio di fronte all'Arena
https://scientificwte.it/
L’itinerario del Sentiero Calabria è costituito dal tratto calabrese del Sentiero Italia e dai percorsi, o piste interne, denominati sentieri di avvicinamento, utilizzati per la fruizione naturalistica e ambientale delle aree protette.
Il percorso che attraversa i Parchi Nazionali dell’Aspromonte, della Sila e del Pollino ed il Parco Regionale delle Serre, rappresenta il percorso escursionistico principale per la fruizione del patrimonio naturale, paesaggistico e storico-culturale delle aree interne della Calabria.
Il “Sentiero Calabria” nasce dall’idea di collegare l’intero territorio regionale con un unico percorso costituito da 35 tappe, cercando di creare un’offerta strutturata con i servizi integrati nel territorio.
Il sentiero, i cui tratti sono in larga parte coincidenti con quelli del “Sentiero Italia”, è un percorso escursionistico che, percorrendo longitudinalmente la regione, collega le aree naturalistiche, i borghi e le aree protette che da Reggio Calabria, attraversando tutto il Parco Nazionale dell’Aspromonte, il Parco Regionale delle Serre ed il Parco Nazionale della Sila, giunge fino al Parco Nazionale del Pollino.
Camminare, voce del verbo conoscere. Lungo il Sentiero Calabria ala scoperta di Luoghi, Culture, Tradizioni
https://scientificwte.it/event/sentiero-calabria/
WTE World Tourism Event for World Heritage Sites
XIIIa Edizione Consecutiva, da giovedì 15 a sabato 17 settembre 2022
A VERONA, Palazzo della Gran Guardia in piazza Bra, proprio di fronte all'Arena
https://scientificwte.it/
L’itinerario del Sentiero Calabria è costituito dal tratto calabrese del Sentiero Italia e dai percorsi, o piste interne, denominati sentieri di avvicinamento, utilizzati per la fruizione naturalistica e ambientale delle aree protette.
Il percorso che attraversa i Parchi Nazionali dell’Aspromonte, della Sila e del Pollino ed il Parco Regionale delle Serre, rappresenta il percorso escursionistico principale per la fruizione del patrimonio naturale, paesaggistico e storico-culturale delle aree interne della Calabria.
Il “Sentiero Calabria” nasce dall’idea di collegare l’intero territorio regionale con un unico percorso costituito da 35 tappe, cercando di creare un’offerta strutturata con i servizi integrati nel territorio.
Il sentiero, i cui tratti sono in larga parte coincidenti con quelli del “Sentiero Italia”, è un percorso escursionistico che, percorrendo longitudinalmente la regione, collega le aree naturalistiche, i borghi e le aree protette che da Reggio Calabria, attraversando tutto il Parco Nazionale dell’Aspromonte, il Parco Regionale delle Serre ed il Parco Nazionale della Sila, giunge fino al Parco Nazionale del Pollino.
Report di monitoraggio di Matera Capitale Europea della Cultura 2019 | Gennai...BTO Educational
Report di monitoraggio di Matera Capitale Europea della Cultura 2019.
Aggiornamento di gennaio 2021.
Argomento trattato dall'[EX] Presidente della Fondazione di Partecipazione Matera-Basilicata al WTE World Tourism Event for World Heritage Sites, Xa Edizione consecutiva a Palazzo Venezia a Roma da giovedì 26 a sabato 28 settembre 2019
https://scientificwte.it/rewind-2019/
https://scientificwte.it/event/la-citta/
https://scientificwte.it
Valutazione di Palermo Capitale Italiana della Cultura 2018 | ReportBTO Educational
Valutazione di Palermo Capitale Italiana della Cultura 2018 | Report
Argomento trattato dall'[EX] Assessore alle CulturE, Spazi Museali ed espositivi, Toponomastica, Beni comuni, Partecipazione democratica e Consulte della Città di Palermo Adham Darawsha
https://scientificwte.it/rewind-2019/
https://scientificwte.it/event/la-citta/
https://scientificwte.it
Valutazione di Palermo Capitale Italiana della Cultura 2018 | Executive SummaryBTO Educational
Valutazione di Palermo Capitale Italiana della Cultura 2018
Gli effetti dell’iniziativa sul territorio, sul partenariato istituzionale e sul sentiment di Palermo
Executive Summary
Argomento trattato dall'[EX] Assessore alle CulturE, Spazi Museali ed espositivi, Toponomastica, Beni comuni, Partecipazione democratica e Consulte della Città di Palermo Adham Darawsha
https://scientificwte.it/rewind-2019/
https://scientificwte.it/event/la-citta/
https://scientificwte.it
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
AROUNDHELP
Aroundhelp si prende cura di chi è in condizioni di fragilità per salute e si deve spostare per motivi di cura (medical tourism), chi è anziano con malattie croniche, ma ancora desideroso di viaggiare sicuro e/o che vuole mantenersi in forma (active aging), chi è anziano con difficoltà motorie temporanee o permanenti e deve poter contare e accedere ad una rete di servizi completa e verificata.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
WE MOVE ON
App creata con lo scopo di promuovere l’autonomia degli spostamenti per persone con disabilità e la mobilità sostenibile all’interno della città di Venezia. We Move On informa sull’esistenza di percorsi accessibili e sulla presenza di ostacoli, barriere architettoniche, acqua alta, dislivelli, ponti, affollamenti e altre difficoltà; accompagna le persone lungo itinerari più adatti a seconda delle diverse disabilità; fa scoprire i percorsi accessibili e gli edifici di interesse pubblico, monumenti, chiese, servizi e luoghi inediti; suggerisce i trasporti acquei migliori in base alla destinazione.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
TRAVELLY
Travelly è l’agenzia di viaggio online per genitori single dove trovare proposte di viaggi di gruppo in base all’età dei figli, alla disponibilità economica e alla destinazione. Sulla piattaforma online è possibile trovare proposte preconfezionate di vacanze di gruppo o creare un annuncio per la ricerca di compagni di viaggio per la vacanza già prenotata.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
N.I.C.O.
N.i.c.o. è un’applicazione che punta alla trasformazione digitale del territorio attraverso lo sviluppo di una soluzione capace di andare incontro agli utenti con esigenze specifiche. Si rivolge principalmente ad utenti ipovedenti e non vedenti al fine di coinvolgerli in un’esperienza culturale stimolante rendendoli autonomi, con l’obiettivo di migliorare il loro soggiorno nelle città scelte.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
MONUGRAM
Una mobile app che, sfruttando algoritmi di Intelligenza Artificiale e Computer Vision, riconosce e descrive qualsiasi monumento e luogo di interesse scattandone semplicemente una foto e che propone le migliori opzioni di attività ed esperienze turistiche connesse. Monugram inoltre permette di tenere costantemente traccia dello stato di avanzamento di un viaggio attraverso una specifica sezione che funge da “travel management”, nella quale vengono riportati tutti gli step relativi al viaggio: trasporti, albergo, escursioni e altro.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
EUROPASS ITALY
EuroPass si propone di attirare e guidare i turisti cinesi in viaggio in Italia ed Europa. Le difficoltà legate alla lingua, alle abitudini, ai metodi di pagamento creano spesso incomprensioni e difficoltà per questo segmento di turismo, sempre più importante per l’Italia e in continua crescita. EuroPass si propone quindi di abbattere questa barriera attraverso un miniapp su WeChat, la WeChat Travel Experience: una guida geolocalizzata con tutte le informazioni per i turisti, attrazioni, shopping e hospitality, a portata di click.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
DUPLICART
Duplicart vuole far vivere la bellezza del patrimonio artistico italiano a tutti, anche a coloro che, per motivi di disabilità fisica o psichica, ne sono esclusi. Per perseguire questo obiettivo si avvale delle tecnologie più all’avanguardia nel campo della scansione digitale delle opere d’arte e della loro visualizzazione in realtà virtuale e aumentata, così da portare nelle case di tutti dei modelli 3D con un altissimo grado di fedeltà all’originale.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
BOOKINGBILITY
E’ un sito web per la ricerca e la prenotazione in tempo reale di strutture ricettive adatte a ospitare persone disabili e con esigenze speciali. Selezionando soltanto strutture realmente accessibili, Bookingbility incentiva la fruizione delle mete turistiche, aumentandone i flussi, la permanenza media e l’inclusione sociale di un target spesso escluso.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
DISHCOVERY
Dishcovery è una web app che permette ai ristoranti di creare il loro menù digitale multilingua ed interattivo e ai loro ospiti stranieri di leggere il menù nella loro lingua, senza scaricare nessuna app e offrendo preziose informazioni sulla cultura culinaria. I menù digitali non offrono solo la traduzione: gli ospiti potranno vedere anche la descrizione degli ingredienti, i piatti, gli abbinamenti consigliati e molto altro.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
BABAIOLA
Babaiola è il primo LGBT social travel in Europa. Gli utenti utilizzano l’ App mobile o il Sito web Babaiola come piattaforma dove reperire informazioni quali: le zone più gay friendly (LGBT) delle città, eventi dedicati, club, hotel gay friendly e per interagire con oltre 20K iscritti per trovare compagni di viaggio e/o fare nuove amicizie.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
ARTPLACE MUSEUM | FactorYmpresa Turismo | AccessibileBTO Educational
FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it
ARTPLACE MUSEUM
Palazzi storici, edifici religiosi, musei ed il paesaggio stesso compongono, infatti, un patrimonio di inestimabile ricchezza da valorizzare e da comunicare, anche e soprattutto attraverso le nuove tecnologie. Con tale finalità nasce Artplace Museum, la prima applicazione iBeacon-ready sviluppata appositamente per “dare voce” a questo patrimonio e ideata come un network per la condivisione di un numero sempre crescente di musei e punti di interesse digitalizzati.
20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.
FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.
La sfida ACCESSIBILE!
La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.
FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.
WTE 2019 | Focus Città e Siti UNESCO
https://scientific.wtevent.it
Splendide notizie dalla Costiera Amalfitana!
Sala Cinesi Grande di Palazzo Venezia, a Roma
Venerdì 27 settembre | 10.45 : 11.15
https://scientific.wtevent.it/sessions/costa-amalfi/
Praiano naturarte
Roberto Pontecorvo
co-ideatore Praiano Naturarte
https://scientific.wtevent.it/relatori/roberto-pontecorvo/
A Roma, Palazzo Venezia giovedì 26, venerdì 27 e sabato 28 settembre per un evento che ha mantenuto la promessa di restituire spunti rilevanti per rinnovati modelli di management e per un efficace valorizzazione e promozione sostenibile dell’offerta culturale materiale e immateriale anche in chiave di crescita dell’economia del turismo, favorire la connessione con progetti innovativi e il networking tra persone.
PAOLA CASAGRANDE | Piemonte UNESCO | Settembre 2019BTO Educational
WTE 2019 | Focus Città e Siti UNESCO
https://scientific.wtevent.it
Città Contemporanee: IVREA, Città Industriale del XX Secolo
Sala Cinesi Grande di Palazzo Venezia, a Roma
Venerdì 27 settembre | 14.30 : 15.20
https://scientific.wtevent.it/sessions/ivrea/
Il Piemonte UNESCO
Paola Casagrande
Direttore Direzione Generale Turismo, Cultura e Sport Regione Piemonte
https://scientific.wtevent.it/relatori/paola-casagrande/
A Roma, Palazzo Venezia giovedì 26, venerdì 27 e sabato 28 settembre per un evento che ha mantenuto la promessa di restituire spunti rilevanti per rinnovati modelli di management e per un efficace valorizzazione e promozione sostenibile dell’offerta culturale materiale e immateriale anche in chiave di crescita dell’economia del turismo, favorire la connessione con progetti innovativi e il networking tra persone.
RENATO LAVARINI | Ivrea Citta industriale del XX secolo | UNESCO 2019BTO Educational
WTE 2019 | Focus Città e Siti UNESCO
https://scientific.wtevent.it
Città Contemporanee: IVREA, Città Industriale del XX Secolo
Sala Cinesi Grande di Palazzo Venezia, a Roma
Venerdì 27 settembre | 14.30 : 15.20
https://scientific.wtevent.it/sessions/ivrea/
Ivrea Città industriale del XX secolo
Renato Lavarini
Capo Gabinetto Comune di Ivrea
https://scientific.wtevent.it/relatori/renato-lavarini/
A Roma, Palazzo Venezia giovedì 26, venerdì 27 e sabato 28 settembre per un evento che ha mantenuto la promessa di restituire spunti rilevanti per rinnovati modelli di management e per un efficace valorizzazione e promozione sostenibile dell’offerta culturale materiale e immateriale anche in chiave di crescita dell’economia del turismo, favorire la connessione con progetti innovativi e il networking tra persone.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
Australia Corporate Plan | 2016-2017 to 2019-2020
1. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 1
CORPORATE PLAN
2016-17 to 2019-20
tourism.australia.com
2. 2 | Tourism Australia Corporate Plan 2016-17 to 2019-20
This plan provides an overview of Tourism Australia’s strategic
direction for 2016-17 to 2019-20. It has been prepared in
accordance with the PGPA Act.
Image: Great Barrier Reef, Queensland
Image Front Cover: Field of Light, Uluru, Bruce Munro 2016. Photo by: Mark Pickthall
1. Managing Director’s Message 3
2. About Us 4
3. Tourism 2020 ‘Seeing The Results’ 5
4. Tourism Australia’s Strategic Direction To 2020 6
5. Implementation: Delivery by program component 18
6. Budget and Measuring our Performance 19
Contents
3. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 3Tourism Australia Corporate Plan 2016-17 to 2019-20 | 3
Managing director’s Message
2015 was a strong year for Australian tourism. Off the back of
7.4 million international arrivals, we saw visitor expenditure
rise 18 per cent to a record $36.6 billion.
With this record growth in international visitor spending
alongside strong domestic growth, the tourism industry is now
on track to achieve our Tourism 2020 target of more than $115
billion in overnight expenditure. At the end of 2015, we are
sitting at $94.5 billion, up $9.0 billion or 10.5 per cent over the
previous year.
Tourism is undoubtedly a significant industry for Australia.
The industry directly employs around half a million Australians
and is Australia’s number one services export. It helps fund
critical infrastructure like airports, roads and hotels, and plays
an important role in the economic development of regional
Australia.
In the current fiscal environment, however, it is critical we
ensure that every dollar of funding we receive – whether
through our appropriation or through leveraging our many
successful commercial partnerships – is used effectively, with
Tourism 2020 in mind.
In this Corporate Plan you’ll see Tourism Australia’s continuing
commitment to the Tourism 2020 goals, delivered through
an evolution of the work we undertake in our target markets
and our marketing approach for the years ahead. We have
also looked at the operating environment and the strategic
context within which Tourism Australia operates and taken
a longer term view, developing a framework which reflects
the respective maturity of our key markets and Australia’s
competitive position.
This framework determines the appropriate demand-building
activity for each market. Each of these markets is at a different
stage of maturity, in terms of size, relative competitive
position and future potential. Tourism Australia’s direction to
2020 does not foresee significant changes in the mix of our
market portfolio, but there will be some changes in the type of
activities we plan to deploy in each market.
For emerging markets you’ll see greater focus on building
access and establishing trade distribution, whilst for more
developed markets the emphasis will be on consumer
marketing, partnership-led conversion and a continued
distribution focus.
At the heart of Tourism Australia’s efforts to build tourism
demand for our country is of course marketing. There’s nothing
like Australia has served us well and will remain our global
campaign umbrella. Key to the success of this campaign has
been the flexibility it has allowed us to add compelling new
chapters to our story, most recently focusing on food and wine
and aquatic and coastal offerings.
Our marketing framework will continue to be led by these
initiatives, supported by a range of other activities to highlight
Australia’s Indigenous tourism and premium tourism
experiences. This framework will be continued and extended
over the next four years, providing more surety in planning not
only for Tourism Australia but for industry and partners.
This story will be told in different ways with the expanded use
of our already successful social media platforms as well as new
technologies, such as virtual reality and 360 degree imaging.
Tourism Australia will continue to target the business events
sector, focusing on opportunities within the association and
incentive segments in specific markets.
Partnerships will continue to be key to Tourism Australia,
with contributions from commercial businesses bolstering
marketing efforts and extending the reach of campaigns
through bought media and partners’own media channels.
‘One voice’initiatives with state and territory tourism
organisations are critical to the industry achieving our collective
Tourism 2020 goals. Partnerships with states and territories
ensure greater alignment in our global marketing efforts.
These partnerships have also supported the development of
the new Aussie Specialist Program, helping build the capacity
of the travel industry to confidently sell Australia.
In the coming years, we will add to the list of ‘one voice’
initiatives by providing an opportunity to collaborate on
Tourism Australia’s international consumer research, leveraging
existing investment and helping inform potential opportunities
to build the value of Australian tourism.
The outlook is bright for Australian tourism. However, there
is always a need to focus on ensuring we do not become
complacent and that we work together to capitalise on the
opportunities which tourism presents to the Australian economy.
On behalf of my executive and staff, thank you for your
continued support of our activities.
John O’Sullivan
Managing Director
OUR MISSION
To market Australia to be the most desirable and
memorable destination on earth.
4. 4 | Tourism Australia Corporate Plan 2016-17 to 2019-20
2. about us
OUR AUSTRALIAN GOVERNMENT OUTCOME AND PURPOSE
Each year, Australian Government agencies are required to identify their key
outcomes. Outcomes are the desired results, impacts or consequences that the
agency is aiming to achieve for the Australian community as influenced by the actions
of the Australian Government.
Tourism Australia has one Government outcome: ‘To grow demand and foster
a competitive and sustainable Australian tourism industry through partnership
marketing to targeted global consumers in key markets’.
Australian Government programs are the primary vehicles for Government agencies
to achieve their intended outcomes. Tourism Australia has two program components:
1. ‘Grow demand’and 2. ‘Industry development’.
OUR GOAL
Tourism Australia shares its goal with the Australian tourism industry and federal,
state and territory governments in an effort to maximise tourism’s contribution to the
Australian economy and its people. The goal is to achieve more than $115 billion in
annual overnight tourism expenditure by 2020 (up from $70 billion in 2009).
OUR VALUES
United | we are one team
Positive | we are optimistic
Genuine | we are authentic
Commercial | we deliver results
Innovative | we are creative thinkers
OUR LEGISLATIVE DELIVERABLES
Under the Tourism Australia Act 2004, Tourism Australian’s main functions are to:
• Increase potential travellers’awareness of Australia as a destination.
• Increase potential domestic travellers’awareness of Australia as a place to travel.
• Increase both international and domestic potential travellers’knowledge of
Australia.
• Increase both international and domestic potential travellers’desire to travel to
and throughout Australia.
• Conduct research into, and analysis of, international and domestic travel.
• Communicate effectively with the Australian tourism industry on matters that
may affect it.
• Increase awareness about the contribution of tourism to Australia’s economy,
society and environment throughout Australia.
• Report on trends in international and domestic travel.
While the Tourism Australia Act (2004) outlines domestic functions, Tourism Australia
is not currently engaged in domestic tourism marketing activity. This change in
Tourism Australia’s remit came into effect in 2013, and is outlined in the Minister’s
Statement of Expectations for Tourism Australia.
Tourism Australia is an
Australian Government
statutory authority formed
under the Tourism Australia
Act 2004. It is governed by
a Board of Directors that is
appointed by the minister
responsible for tourism
under the Tourism Australia
Act 2004 and the Public
Governance Performance
and Accountability Act 2013
(PGPA Act).
5. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 5
3. TOURISM 2020 ‘Seeing the results’
Tourism 2020 is a whole-of-government and industry long-term strategy to build
the resilience and competitiveness of Australia’s tourism industry and increase its
economic contribution to Australia’s economy. It focuses on improving the industry’s
performance and competitiveness by pursuing the best opportunities for growth and
addressing key supply-side factors. We are now well advanced into the ‘Seeing the
results’phase of the strategy.
The National Long-Term Tourism Strategy (NLTTS) was launched in late 2009, followed
by the introduction of the 2020 Tourism Industry Potential which sought to identify
the growth potential of the industry out to the end of the decade. When the Tourism
2020 goal was introduced it was presented as a range between $115 to $140 billion
in overnight visitor expenditure, reflecting different growth scenarios.
As part of Tourism 2020, supply-side targets for aviation capacity and accommodation
investment were also set to ensure the industry could deliver the required tourism
infrastructure to meet the needs of its target consumers.
PERFORMANCE AGAINST TOURISM 2020
Following very strong performance in 2015, the industry is now on track to achieve
the Tourism 2020 goal of more than $115 billion in overnight expenditure by 2020.
At 31 December 2015, overnight visitor expenditure reached $94.5 billion, up
10.5 per cent over the previous year.
A competitive aviation environment underpins achievement of our Tourism 2020
goals. Growth in international aviation capacity of between 40-50 per cent was
targeted when the strategy was originally launched. Over the past six years there
has been solid growth, with an additional 5.8 million seats added as at year ending
December 2015. This represents 68 per cent of the total seats targeted when these
aviation goals were set in 2009.
Increased investment in quality accommodation was also recognised as a significant
enabler to achieving Tourism 2020. Australia has made solid progress in this area,
particularly during the past three years and is on track to achieve the Tourism
2020 target of adding between 6,000 and 20,000 new rooms. In addition, Australia
is now experiencing strong international interest in tourism assets and the
development pipeline is at a decade high, including more than 34,000 new short-term
accommodation rooms across mixed-use and hotel only developments.
Overnightvisitorexpenditure
(billions)
$140bn
$115bn
2020
2019
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
Overnightvisitorexpenditure
(billions)
Looking beyond
2020
$94.5$85.5$80.4$77.2$74.5$71.8$70.0
Seeing the
results
Setting the
foundation
Tourism
2020
NLTTS,
2020
Potential
Progress against Tourism 2020 goals
Looking
Beyond 2020
2018-2020
SEEING THE RESULTS
2015-2017
setting the foundation
2011-2014
6. 6 | Tourism Australia Corporate Plan 2016-17 to 2019-20
SHIFTS IN THE GLOBAL MARKETPLACE IMPACTING AUSTRALIAN TOURISM
Global
economy
• Increasing competitiveness of global tourism as countries identify tourism as a source of economic growth
• Increasing middle class in Asia, and compressed maturation cycle in new Asian markets
Media
landscape
• Globalisation of media agencies as agency networks consolidate
• Increasing use of performance advertising to target consumers
• Increasingly costly mass media markets, challenging the ability to cut through
Consumer
behaviour
• Increasing use of mobile
• Democratisation of insider information – increased access to unfiltered consumer messaging
• Rising demand for experiential travel with increasing demand for personalisation
Travel industry
composition
• Rise of the sharing economy
• Rise of online travel agencies
• Changing configuration of global airlines and continued low cost carrier expansion
4. TOURISM AUSTRALIA’S STRATEGIC DIRECTION TO 2020
OPERATING CONTEXT AND TRENDS
Since the launch of the Tourism 2020 strategy in 2010, there have been a number of
shifts in the global marketplace which have impacted Tourism Australia’s investment
approach, marketing activities and operating model. These include global economic
factors, changes in consumer behaviour, shifts in the media landscape and the
composition of the travel industry.
Tourism Australia reviewed
the operating environment
and the strategic context
within which we operate to
confirm the organisation’s
strategic direction to 2020
Lucky Bay, Western Australia
7. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 7
4.1 customer strategy
Tourism Australia has conducted extensive research across its key international
markets to better understand what motivates potential travellers to travel and to test
the appeal of Australia’s tourism experiences. The insights from this research have
helped inform decisions around our key markets and shape our marketing strategy.
LEISURE CUSTOMERS
Our leisure customers are those most predisposed to travel to Australia for a holiday
and who are most likely to spend more, do more and disperse more widely beyond our
capital city gateways.
BUSINESS EVENTS CUSTOMERS
Tourism Australia targets business events customers that fall into two distinct sectors
– international associations and incentive trips. A differentiated marketing approach
is undertaken for each.
Tourism Australia targets two
kinds of customers – leisure
customers and business
events customers
Canberra, Australian Capital Territory
8. 8 | Tourism Australia Corporate Plan 2016-17 to 2019-20
4.2 market portfolio framework
KEY SOURCE MARKETS
Tourism Australia focuses the majority of its global marketing resources on markets
that represent the greatest long term visitor expenditure and growth to 2020.
Potential visitor expenditure and growth from key source markets are a key input to
annual market allocation decision-making. Tourism Australia is active in 15 countries
as outlined in the map below.
Tourism Australia invests
the majority of its effort
and resources in a balanced
portfolio of priority markets
combining mature,
high yielding regions and
high potential developing
source markets
UNITED KINGDOM GERMANY
GREATER CHINA
NEW ZEALAND
NORTH AMERICA
FRANCE ITALY
EUROPE
JAPAN
INDIA
SINGAPORE
MALAYSIA
SOUTH KOREA
INDONESIA
USA
CANADA
CHINA
HONG KONG
LEGEND
Worth over
Incentive
Association
5b by 2020
Worth over 2.5b
Worth over 1b by 2020
by 2020
MARKET VALUE BY 2020 BUSINESS EVENTS FOCUS
Tourism Australia target markets and their value by 2020
9. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 9
MARKET PORTFOLIO FRAMEWORK
Strategic objective
Build access and
distribution
Full build
Partnership-led
conversion
Maintain access and
distribution
Focus on establishing
access and distribution
in early stage of activity
Continued focus on
distribution supported
by broad marketing,
including with partners
Capitalise on established
distribution, through
integrated partnership
marketing
Ongoing distribution
and partnership focus in
mature markets
Countries • Indonesia
• China
• USA
• India
• United Kingdom
• Singapore
• South Korea
• Japan
• Hong Kong
• Malaysia
• Germany
• France
• Italy
FRAMEWORK
A market portfolio framework which reflects growth potential, market maturity and
Australia’s competitive position has been developed to inform Tourism Australia’s
view of individual source markets. Based on where they sit within the framework,
markets will be categorised into one of four different categories – each requiring
specific emphasis and a targeted mix of activities to maximise their respective
market opportunity, as outlined in the table below.
Rest of world
Tourism Australia supports markets outside those listed above through its
distribution development programs, including the Aussie Specialist Program, the
Australian Tourism Exchange, Dreamtime and offshore trade initiatives. Consumer
marketing initiatives such as australia.com and our social media, public relations and
media hosting activities also allow us to engage with the trade and consumers in a
broader set of source markets.
10. 10 | Tourism Australia Corporate Plan 2016-17 to 2019-20
4.3 marketing strategy
THERE’S NOTHING LIKE AUSTRALIA
Strong brand recognition has been built through the There’s nothing like Australia
(TNLA) campaign since its launch in 2010. TNLA will remain Tourism Australia’s
campaign umbrella, aiming to encourage prospective visitors to .experience Australia
by increasing their knowledge of Australia and building a positive perception of
Australia’s tourism offerings.
Tourism Australia will continue to highlight the best attractions and experiences
Australia has to offer in cities and regional areas across states and territories.
CORE PILLARS
Three core content pillars have been identified to heighten interest of international
visitors when choosing a holiday destination. Australia has strong competitive
differentiation in each area:
• World class beauty and natural environments
• World class coastlines, beaches and marine wildlife
• Good food and wine
Tourism Australia will continue to build our credentials in these areas over the next
four years, with each remaining a key pillar of activity through to 2020.
Over the last two years Tourism Australia has introduced two new chapters to
support our campaign umbrella. Further investment in these areas is planned for the
years ahead.
AQUATIC AND COASTAL
• Australia’s aquatic and coastal offerings are a key competitive advantage,
however in today’s marketplace, it is important to defend this position and renew
consumer perceptions and knowledge of these experiences.
• Six out of 10 of Australia’s most appealing experiences are related to our aquatic
and coastal offering.
• Tourism Australia has developed a strong suite of visual and digital assets that
will enable us to share and promote these experiences over the next four years
and beyond.
FOOD AND WINE
• Food continues to be a key driver in travellers’destination choice.
• Tourism Australia’s efforts since the launch of Restaurant Australia in 2014 have
resulted in improvements in the perception of Australia as a destination that has
good food and wine. There has also been an increase in spend on food
and wine across Australia since the campaign’s launch.
• There will be continuing initiatives to support food and wine as a key pillar of
Tourism Australia’s TNLA activity with ongoing investment until 2020.
Our marketing purpose is to
invite the world to experience
the Australian way of life
>> Create integrated global campaigns
that reinforce why there’s nothing
like Australia
>> Focus messaging on the most
important reasons for travel
including world class beauty and
natural environments, food and wine
and aquatic and coastal experiences
>> Develop support programs
promoting Indigenous and premium
tourism experiences
>> Invest in australia.com, australia.cn
and various social media channels
to make them the most engaging
digital environments available to
travellers
>> Evolve the current media buying
and planning operations to
take advantage of emerging
technology platforms and data
sharing opportunities
11. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 11
KEY CHANNELS
Tourism Australia’s marketing campaigns will be delivered through social media,
content, our websites (australia.com and australia.cn), targeted global media buying,
and personalisation – a combination which reflects changing consumer travel
buying behaviours. Marketing channels will continue to include traditional channels
but increasing resources and effort will be dedicated to digital and content marketing
initiatives.
The aim of our campaigns is to build a strong image of what Australia has to offer
global travellers and increase urgency to visit. Inspiring the customer to take the next
step in planning their trip is the ultimate aim of our marketing communications.
Leisure marketing activity will aim to connect with a distributor of Australian tourism
product. In short, Tourism Australia’s marketing will inspire the customer and a trade
distribution partner will ‘close the sale’.
AUSTRALIA.COM AND AUSTRALIA.CN
Tourism Australia’s two consumer-facing websites australia.com and australia.cn were
relaunched on the Adobe platform in 2015-16. This, together with improvements in
user experience and the launch of aquatic and coastal content, has led to increased
time on site by users and improved leads to partners. Continuing refinement of
both websites aims to offer international travellers more personalised and relevant
content, depending on their home country and interests.
Consumers can get inspired, find information, plan their travel experiences, connect
with tourism operators and share their travel stories. australia.com is available in
11 languages, works across all devices and features content and conversations from
Tourism Australia’s popular social media channels. Tourism Australia will continue to
focus on delivering enhanced digital experiences for mobile devices.
SOCIAL MEDIA
Tourism Australia’s social media platforms play an increasingly important role in
encouraging people to visit and take holidays in Australia. Our social media team
curates images posted on these platforms daily, providing a stage for Australian
tourism businesses to showcase their product and experiences to a global audience.
Digital and social media channels are providing Australian tourism with a significant
competitive advantage, particularly as consumers’use of these channels to research,
plan, book and share holiday experiences continues to grow. Tourism Australia will
seek to maintain this leadership position through its social media program, focusing
on stimulating conversations about Australia through Facebook, Instagram, Twitter
and Google+ as well as Weibo, WeChat and other emerging social platforms.
Use of digital content provided by travelers, the industry and influencers will be used
to allow consumers to tell their story of Australia.
SUPPORT PILLARS
Our competitive positioning will be further strengthened by a range of support
activities to promote Indigenous tourism and premium tourism experiences.
Promoting Indigenous tourism experiences provides a distinct opportunity to
differentiate Australia. Tourism Australia will continue to market export-ready
Indigenous tourism products and experiences as part of our suite of experiences.
Tourism Australia will continue to build on the ‘Australia our country is waiting for
you’short film to tell the deeper story through social media channels, australia.com,
targeted public relations and media hosting and trade opportunities.
Tourism Australia’s focus on premium experiences will continue to engage specialist
sellers and target new customers from this valuable sector.
Specific initiatives in select source markets will target the youth traveller, recognising
the significant contribution this segment makes to the achievement of Tourism 2020
and also to the tourism labour force, especially in regional and remote locations.
12. 12 | Tourism Australia Corporate Plan 2016-17 to 2019-20
4.4 Business Events Strategy
Tourism Australia’s specialist unit, Business Events Australia (BEA), delivers
partnership marketing and trade programs in the business events market, targeting
incentives and association events for Australia.
This focus drives activity in key markets that have potential to increase spend
and drive conversion: Greater China, including Hong Kong (incentive sector with
a delegate boosting program to support the association sector), United Kingdom
and Europe (association sector), North America (incentive and association sectors)
and New Zealand (incentive sector). BEA works in partnership with the Australian
business events industry to drive awareness, intention and conversion of business via
specific initiatives for each sector.
MARKETING COMMUNICATIONS PROGRAM
BEA’s global marketing program reaches key international media and business events
customers through a mix of bought and earned media, utilising There’s nothing
like Australia global campaign assets tailored to the business events audience as
well as bespoke content. BEA communicates Australia’s business events offering
and destinations via print and online channels including social media, and delivers
tailored content in partnership with key international trade publications. BEA’s online
channel for communication with the target customer is australia.com/businessevents.
TRADE PROGRAM
A targeted trade program delivers information on Australia’s business events offering
to qualified international trade, corporate and association decision makers. The
program includes educational visits, training events, trade events and trade show
attendance in partnership with the Australian business events industry. In-market
trade events include IMEX Frankfurt and IMEX America, whilst Tourism Australia’s
events include the Greater China Showcase, as well as training and networking
activities on Australia’s products and experiences. The educational program offers
qualified business events buyers an opportunity to experience Australia’s offering first
hand, and is delivered in partnership with the Australian industry.
Business Events delivers
partnership marketing and
trade programs to grow
international demand for
business events
>> Focus on attracting high yielding
visitors to Australia with
differentiated marketing in two
distinct sectors – association
congresses and incentive events
>> Drive activity in key markets to
influence decision makers to increase
their consideration of Australia as a
destination for business events
>> Build strategic partnerships with
Australian industry, including
convention bureaux, convention
centres and event agencies
Sydney, New South Wales
13. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 13
4.5 Distribution development strategy
The focus of our distribution strategy is to ensure the target customer has the right
information and can easily access and book quality Australian tourism products.
This is achieved by increasing the presence of Australia in the programs of international
distributors, educating frontline travel sellers on how to best sell Australia and lifting
their knowledge of the destination, increasing the focus on partnerships that pro-
mote travel bookings and driving yield across distribution initiatives.
These priorities will be delivered through distribution platforms in five main areas:
• Connecting buyers of Australian tourism product with sellers through onshore
trade events such as the Australian Tourism Exchange and in-market events
• Supporting sales and destination training through the Aussie Specialist Program,
which was relaunched in 2015-16 and is supported by dedicated trainers in all
key markets
• Enabling decision makers and frontline travel sellers to experience Australia
firsthand through products and trade familiarisations connected to events such
as Corroboree Europe and Corroboree Asia
• Facilitating product development through industry events, new product missions
and engagement with inbound tour operators
• Partnering with Key Distribution Partners and providing leads to Aussie Specialist
agents through australia.com and australia.cn.
Continuing to work closely with state and territory tourism organisations and the
Australian tourism industry will be integral to success. These initiatives will make
it easier for consumers to plan, book and buy quality Australian tourism products
and services.
Our distribution efforts aim
to drive greater conversion
from intention to visitation
>> Provide distribution platforms to
enable international distributors to
connect with the Australian industry
through events, missions and
familiarisations
>> Educate frontline travel sellers on
how to best sell Australia through
the recently relaunched Aussie
Specialist Program
Kangaroo Island, South Australia
14. 14 | Tourism Australia Corporate Plan 2016-17 to 2019-20
4.6 Partnership Strategy
COMMERCIAL PARTNERSHIPS
Commercial partnerships allow Tourism Australia to extend the reach of campaigns
through bought media and the partners’own marketing channels. Importantly,
commercial partners link consumers to booking channels, driving people with an
intention to visit to take the next step to book their Australian holiday or business event.
Tourism Australia works with more than 200 tourism industry and other partners,
including airlines, tour operators, distribution partners and financial services
providers. A Key Distribution Partner program delivers both campaign and
distribution development activities in international markets.
Tourism Australia will continue to seek and enter into new partnerships that are
aligned with our objectives and improve our ability to reach our target customer.
These new partnerships could include accommodation providers, online travel
agencies, financial institutions and technology providers.
STATE AND TERRITORY TOURISM ORGANISATIONS PARTNERSHIPS –
‘ONE VOICE’
Tourism Australia’s ‘one voice’initiatives with state and territory tourism
organisations (STOs) drive aligned investment in marketing campaigns in key markets,
provide support for international media hosting and broadcast content opportunities
as well as trade events, both in Australia and offshore.
These partnerships have also supported the development of the new Aussie Specialist
Program, helping build the capacity of the travel industry to confidently sell Australia.
A further ‘one voice’initiative will be developed over the next two years where the
STOs will collaborate with Tourism Australia on our international consumer research
through the Consumer Demand Project. The collaboration will leverage the existing
investment in the project, and aid in aligning our understanding of the consumer and
opportunities to build the value of Australian tourism.
Tourism Australia also partners with Australian airports and STOs to proactively target
aviation development and increased air capacity from key markets.
Our partnership strategy
is to secure relevant
partnerships which
extend our ability to
target customers, enable
conversion to booking
and facilitate industry
development
>> Develop commercial partnerships
that extend our ability to reach
and engage target customers and
facilitate the customer’s ability to
buy Australian tourism products
>> Partner with state and territory
tourism organisations to deliver
engaging campaigns with
commercial partners and build
distribution channels
>> Strengthen aviation access through
new route developments and
sustaining existing aviation capacity
by working closely with airlines,
airports and state and territory
tourism organisations
12 Apostles, Victoria
15. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 15
4.7 Enabling Strategy
PEOPLE AND WORKFORCE
Tourism Australia will recruit, develop, promote and reward employees who have
the skills and values needed to support its strategy. To achieve this and be globally
competitive, Tourism Australia will continue to grow its workforce capability by
staying abreast of trends and developments in marketing and business, particularly
in the digital space. Digital expertise is increasingly important. Tourism Australia will
recruit digitally savvy staff and develop skills internally.
Training and development, strategic talent management, targeted recruitment and
robust performance and development plans will continue to be implemented. These
activities will create a globally-oriented workforce with strong capabilities in Asia.
Embedding and enhancing Tourism Australia’s values will also be a key focus over
future years. Following the introduction of the TA Way, internal taskforces will
deliver initiatives to enhance Tourism Australia’s values: positive, united, genuine,
commercial and innovative. Through these initiatives, staff will be encouraged and
empowered to live the Tourism Australia values in day-to-day operations.
Tourism Australia will work with specific services providers, universities and
educational institutions to create employment and development opportunities
for Indigenous Australians. Tourism Australia will also engage with Indigenous
tourism operators and include them in key programs to develop their exposure and
commercial viability.
The right people and strong
workforce capability will
build a high performing
culture
>> Evolve organisational capability
and structure to meet the changing
demands of a digital and content-
driven industry that is increasingly
competitive
>> Embed a positive culture to drive
success where every staff member
plays a part in supporting the
achievement of Tourism Australia’s
goals
>> Commit to a better future for
Indigenous Australians delivered
through Tourism Australia’s
Reconciliation Action Plan
Schouten Island Freycinet Experience Walk, Tasmania
16. 16 | Tourism Australia Corporate Plan 2016-17 to 2019-20
industry engagement
Tourism Australia engages directly with state, regional and local tourism
organisations, tourism industry operators and industry councils and associations.
Our aim is to ensure industry is connected with Tourism Australia, its activities and
consumer and trade platforms.
We participate in briefings, forums and workshops in destinations across the country
to stay abreast of developments and to ensure our work reflects the needs of industry.
Industry partners are also invited to talk with Tourism Australia’s senior management
team and staff, providing valuable intelligence, updates and insights on their
businesses and activities.
Tourism Australia hosts a series of free annual industry briefings across every state
and territory to build awareness and understanding of Tourism Australia’s strategic
direction and marketing initiatives, as well as highlighting partnership opportunities.
Tourism Australia also produces an annual industry conference called Destination
Australia which focuses on the industry’s future growth and how Australia can
continue to attract more high-spending international visitors to grow the tourism
industry and boost business.
A range of communications platforms and tools are also used to keep industry
updated and to allow Tourism Australia to share news, research, insights, industry
developments and other useful tourism data. These include a corporate website,
a weekly e-newsletter, social media channels, regular videos and infographics
and webinars.
Connect industry to
Tourism Australia’s
activities and consumer
and trade platforms
>> Engage with key state, regional
and local tourism organisations,
operators and industry councils and
associations
>> Host regular industry briefings and
deliver an annual industry conference
>> Keep the tourism industry informed
on key developments through a
range of communication platforms
and tools
GOVERNMENT COLLABORATION
To help the Australian tourism industry achieve its Tourism 2020 goals, Tourism
Australia works with federal, state and territory governments to drive strategic
alignment in policy, research, distribution, and leisure and business events marketing
in Australia and overseas. Tourism Australia also partners with state and territory
tourism organisations on the development of marketing platforms and international
destination marketing and promotional campaigns.
Tourism Australia works with Austrade and the Departments of Foreign Affairs
and Trade, Immigration and Border Protection, and Infrastructure and Regional
Development, in a whole-of-government approach to deliver policy reforms needed
to achieve the Tourism 2020 goals. This includes supporting Australian Business
Weeks in key markets, providing tourism businesses with a platform to build their
international networks and identify new opportunities.
Tourism Australia’s industry knowledge and understanding of the target customer is
also shared with Australian government agencies to aid in facilitating investment in
new tourism infrastructure in Australia, support the pipeline of new hotel projects
and target development of new products and experiences in regional areas.
Committed to a whole-of-
government approach
>> Collaborate across Australian
government and state and territory
jurisdictions on tourism marketing
and policy to ensure an efficient and
effective tourism industry
>> Support the objectives of the
national strategy, Tourism 2020,
as well as tourism elements of the
Australian Government’s economy
and public diplomacy agendas
>> Partner with federal and state
governments to influence and
promote tourism investment
opportunities in Australia
17. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 17
SYSTEMS, TECHNOLOGY AND INNOVATION
Tourism Australia’s systems and processes will be key enablers in maximizing
business performance. Tools, technology and mobile capability will be used to enable
collaboration and innovation among teams.
A digital transformation program will drive this initiative and will be central to
improving systems and technology. Investment in cutting edge digital platforms
will enable the evolution of Tourism Australia’s marketing activities to keep pace
with mobile data consumption trends. Enhanced data reporting will allow real time
tracking of consumer behaviour and deliver customised digital marketing.
Tourism Australia will continue to reduce ‘red tape’and fine-tune internal processes.
This will be achieved through initiatives including: enhancing business systems,
consolidating digital assets and integrating operational data.
Tourism Australia will continue to focus on minimising corporate costs as a
percentage of total Tourism Australia costs, increasing the budget available for core
marketing activities.
Streamline, digitise,
integrate and reduce red
tape
>> Enable improved business
performance through a dedicated
digital transformation and
innovation program which delivers
effective systems and technology.
This will improve collaboration and
heighten delivery of marketing and
business activities
>> Support delivery of Tourism
Australia’s business capability and
digital know-how
>> Inform commercial decision-making
with timely, targeted and customised
information
CORPORATE GOVERNANCE
Tourism Australia will continue to enforce the highest standards of accountability and
governance, while enabling strong commercial performance. A nine-person Board
of Directors governs the organisation. The Board reports to the Australian Minister
for Tourism and International Education. Under the PGPA Act, the Board must
govern the organisation in a way that promotes the proper use and management of
public resources, the achievement of the organisation’s purposes and the financial
sustainability of the organisation.
Strong corporate governance will be delivered across all business activities. This will
be achieved by: project planning and performance monitoring of major projects
and contracts; open communication with the Australian Government, Minister for
Tourism and International Education and regulatory bodies; adherence to legislative,
internal compliance and procurement procedures; quarterly business evaluations by
Tourism Australia’s Executive; a strong internal audit program; regular review of key
governance documents; staff training in governance matters; and regular reviews
of strategies and policies to ensure Tourism Australia is delivering on the Minister’s
Statement of Expectations and policies of the Australian Government.
RISK MANAGEMENT
Tourism Australia’s risk management framework will address strategic, operational
and project risk. This will include: an annual Strategic Risk Workshop undertaken
by Tourism Australia’s Executive; risk assessments as part of annual operating plan
development; regular risk reviews and reporting, including fraud risk assessment;
business continuity management; risk assessments aligned with planning cycles;
procurement and insurance risk assessments as required under Tourism Australia
policies; and work, health and safety risk assessments to identify and eliminate
workplace hazards.
Effective systems and
processes deliver robust
corporate governance
>> Deliver on the Minister’s Statement
of Expectations and policies of the
Australian Government
>> Adhere to statutory and legislative
requirements prescribed by the
Tourism Australia Act 2004 (TA
Act) and the Public Governance,
Performance and Accountability Act
2013 (PGPA Act)
>> Continue to implement the
Australian Government Public
Management Reform Agenda
principles, ensuring Tourism
Australia’s financial management,
accountability and audit obligations
are met
>> Adhere to a risk management
framework that addresses strategic,
operational and project risk
18. 18 | Tourism Australia Corporate Plan 2016-17 to 2019-2018 | Tourism Australia Corporate Plan 2016-17 to 2019-20
5. IMPLEMENTATION: DELIVERY BY PROGRAM COMPONENT
Tourism Australia has two program components which contribute to achieving
our key government outcome to ‘Grow demand and foster a competitive and
sustainable Australian tourism industry through partnership marketing to targeted
global consumers in key markets’. The programs are ‘Grow demand’and ‘Industry
development’. The objectives and key activities for each program component are
outlined in the table below.
Develop the distribution system
Build the capacity of the travel industry to confidently sell Australia
through the Aussie Specialist Program, including dedicated agent training.
Provide Australian destination and product content to the distribution
system.
Facilitate direct connections between travel agents and Australian
tourism product through familiarisation visits and trade events.
Provide platforms to do business
Manage a range of trade events in Australia and overseas to promote
Australia as a destination for leisure and business events travel,
includes the Australian Tourism Exchange, Dreamtime and industry
missions to key markets.
Support supply-side industry goals
Support access to Australia by assisting existing and new aviation
route development.
Work with government stakeholders to resolve issues that are
impediments to growth, including visitor visas.
Work in partnership with Austrade to facilitate tourism investment
and development of quality tourism infrastructure.
Disseminate tourism insights and engage with industry stakeholders
Share consumer insights, industry development and trends through
market updates, infographics and other channels.
Deliver an annual conference, regular industry briefings and
a dedicated communications plan to build awareness and
understanding of Tourism Australia strategies and initiatives.
Target the Leisure customer
Deliver consumer research to build knowledge about what motivates
the target customer when choosing a travel destination.
Deliver campaigns in partnership with commercial partners and state
and territory tourism organisations in key markets.
Deliver marketing activities to stimulate target markets, including
brand advertising and promotions, broadcasts, public relations,
international media hosting program, content development and social
media.
Collaborate and work in partnership with government and industry
to align efforts and activities increasing Australia’s collective share of
voice in global the marketplace to achieve efficiency and effectiveness.
Evaluate campaign and project performance through a range of
tracking and consumer response channels.
Target Business Events decision makers
Deliver research to build knowledge of the needs of corporate
and association decision makers when choosing a destination for
meetings, associations and incentives and also to understand the
needs and decision patterns of individual delegates.
Deliver a varied program of activity to promote Australia as a business
events destination targeting the associations and incentives sectors
in key markets, including trade events, buyer and agent familiarisation
visits, direct marketing and public relations and marketing toolkits.
Drive visitation through delegate boosting programs and visitation
extension marketing initiatives to encourage pre and post travel.
TOURISM AUSTRALIA GOVERNMENT OUTCOME, PROGRAM COMPONENTS AND ACTIVITIES 2016-17 TO 2019-20
Outcome 1: Grow demand and foster a competitive and sustainable Australian tourism industry through partnership marketing to targeted
global consumers in key markets
Program component 1.1: Grow demand Program component 1.2: Industry development
Objective: Identify and target best prospect consumers, inspire
them to travel to Australia. To focus activities and resources, utilise a
dedicated market categorisation approach.
Objective: An Australian tourism industry that is competitive and
sustainable and delivers on the needs of the target customer.
ACTIVITIES
19. Tourism Australia Corporate Plan 2016-17 to 2019-20 | 19
6. budget and measuring our performance
In the period 2016/17 to 2019/20 Tourism Australia has set ambitious goals
which will put the organisation and the tourism industry on a path to achieving
the Tourism 2020 goals.
Tourism Australia tracks its effectiveness under its two program components –
‘Grow demand’and ‘Industry development’. These measures and associated goals
are provided in the table below. Tourism Australia has additional performance
metrics that are used to provide understanding and context to these key
performance indicators.
TOURISM AUSTRALIA BUDGET 2015/16 TO 2019/20
PROGRAM COMPONENT
2015/16
(Estimated Actual)
2016/17 2017/18 2018/19 2019/20
Growing Demand $138,260 $134,977 $135,874 $138,609 $141,273
Industry Development $19,758 $19,289 $19,417 $19,808 $20,189
Total Appropriation $158,018 $154,266 $155,291 $158,417 $161,462
TOURISM AUSTRALIA KEY PERFORMANCE INDICATORS 2015/16 TO 2019/20
DELIVERABLES KEY PERFORMANCE INDICATORS
2015/16
(Actual)
2016/17 2019/20
Tourism 2020 Overnight tourism expenditure1
$94.5bn (up 10.5%) $100.7bn >$115bn2
Grow
Demand
Total international expenditure3
$36.6 bn (up 17.7%) $40.7bn $52.9bn
Total international spend3
in Tourism Australia
markets
$29.5bn (up 20.7%) $33.5bn $45.4bn
Total international spend3
by leisure visitors in
Tourism Australia markets
$14.9bn (up 20.0%) $17.0bn $22.5bn
Total international spend3
by business events
visitors in Tourism Australia markets
$2.0bn (up 1.1%) $2.2bn $3.0bn
Earned advertising value (EAV) $226m4
$265m TBA
Total unique visitors (UVs) to TA websites5
28.4m 31.3m 41.6m
Return on marketing investment (ROI) $16:1 $16:1 $16:1
Industry
Development
Stakeholders indicate that Tourism Australia
adds value to their business
91% >90% >90%
Corporate % Corporate costs 8% 8% 8%
NOTES:
1 National and International Visitor Surveys (TRA), Year ended December
2 The Tourism 2020 goal is at December 2020, one year beyond this corporate plan
3 International Visitor Survey (TRA), Year ended December
4 2014/15
5 Year ended March
20. 20 | Tourism Australia Corporate Plan 2016-17 to 2019-20