Projects Archive - Page 7 of 9 - Tourism Atherton Tablelands

Industry Terms

May 3, 2020

Industry Terms

Agent – A person or company that sells your product on your behalf, including inbound tour opertors (ITOs), wholesalers and retail agents

Allotment – A pre-negotiated number of seats/rooms/vehicles held by a wholesaler/inbound operator

Business tourism – Incorporates visitors who travel for conventions, conferences, seminars, workshops, symposiums, incentives, exhibitions and special events

Commission – The fee paid to agents for them to market, distribute and sell your product

Cooperative advertising – Advertising placement costs are shared between advertising partners

Distressed inventory – Unsold product

Distribution – The channels through which a consumer may purchase your product

Ecotourism – Nature-based activities that foster visitor appreciation and understanding of natural and cultural heritage, and are ecologically, economically and socially sustainable

Familiarisation (famil) – Provides trade and media representatives with the opportunity to experience your product first hand

Free sell – A room, seat or vehicle provided by an operator to a wholesaler or inbound tour operator in unrestricted quantities, until otherwise indicated, so a booking may be confirmed immediately to a client

Frontline staff – The agents that deal directly with consumers including retail agents and reservation staff

Fully independent travellers (FIT) – Travellers who plan their own travel arrangements. There are a number of types of FIT including visiting friends and relatives, backpacking, and partially- packaged travellers

Gross rate – Also known as rack or door rate – the amount consumers pay for your product

Group inclusive travellers (GIT) – Travellers who purchase the bulk of their holiday arrangements before leaving home. Also referred to as package travellers

Inbound – People from overseas travelling to Australia

Inbound tour operator (ITO) – An Australian-based agent who specialises in developing programs and itineraries for distribution channels. Also known as ground operators and destination management companies (DMCs)

Incentive travel – Incentive travel is a trip offered as a prize or reward, for top-performing employees or sales agents

Nett rate – Gross rate less the commission, which is the amount you receive from the agent

Online distribution – Using the internet and web portals to distribute or promote your product to consumers

Online travel agent (OTA) – Allows consumers to check live availability and pricing, and then book travel products in real time through the OTA website

Operator – The owner and/or manager of the tourism product

Outbound passengers/guests – People travelling overseas from Australia

Product manager – Responsible for identifying and selecting the products and suppliers that an ITO or wholesaler will sell

Real–time inventory – Details of rooms, vehicles, tour places or venues stored in the database of an online booking system. Details include the total places available and number of places sold for each day/date. The inventory is kept up to date automatically and inventory reports can be requested at any time

Retail travel agent – The link to the consumer. Retail agents book travel products for travellers either through a wholesaler, an ITO or direct with the supplier

Sales calls – Face-to-face meetings with agents. Purposes may include to update and educate them on your product; negotiate inclusion in their programs; or negotiate rates

Sustainable tourism – Tourism that can be sustained in the long term because it results in a net benefit to the social, economic, natural and cultural environments of the area in which it takes place

Travel trade – A collective term for the agents that make up the distribution system including ITOs, wholesalers, retailers and online agents

Visiting friends and relatives (VFR) – Visitors whose main purpose is to visit with friends and relatives

Wholesaler – Wholesalers located in overseas markets and are the link between international travel agents and ITOs or suppliers

Tourism Acronyms

ABS – Australian Bureau of Statistics

AFTA – Australian Federation of Travel Agents

ASP – Aussie Specialist Program

ATDW – Australian Tourism Data Warehouse

ATE – Australian Tourism Exchange

CRS – Cooperative reservation system

FIT – Fully independent traveller

FOC – Free of charge

ITO – Inbound tour operator

IVS – International Visitor Survey

NVS – National Visitor Survey

OTA – Online travel agent

TRA – Tourism Research Australia

TXA – Tourism Exchange Australia

VFR – Visiting friends and relatives

Destination Brand

Apr 3, 2020

Atherton Tablelands Brand

The Atherton Tablelands Brand strengthens the region’s position and awareness as a tourist destination.

Brand integrity strongly relies on the consistent and accurate application of its visual material across all mediums.

To leverage from the destination brand local tourism operators and the business community are strongly encouraged to support and use the new Atherton Tablelands Destination Stamp across their own business to ensure the Atherton Tablelands is represented in a consistent way to consumers.

Examples may include brochures, flyers, events, etc.

To obtain a hi-res version of the Atherton Tablelands Regional Promotion Stamp,
contact office@athertontablelands.com.au

The destination brand is used on Tourism Atherton Tablelands marketing collateral only.

Brand Style Guidelines

Drive Market Campaign

Mar 19, 2020

Drive Market Campaign

Z

Expressions of interest for this initative are now closed.

DRIVE MARKET CAMPAIGN ACTIVITY

We understand now is a very difficult time for operators. As such, the campaign in 2020 for Tropical Tablelands Tourism, will be to push the theme of:

Discovering unique and unexpected adventures on the Atherton Tablelands

Most of the activity will be geared towards the drive market. Part of this campaign will include an initial push with social media activity, which will be further supported with television advertising and themed itineraries that will be rolled out on the Atherton Tablelands Discover app and website as well as supporting editorial in blogs and social media posts.

We are seeking interest from members whether they would like to be involved in the initial social media activity.

Initially there will be eight spots available in the Facebook carousel format.

The order of the carousel will be on a first come, first served basis.

Requirements for the campaign are:

Image file type: jpg or png
* must be at least 1mb in size up to a maximum size of 30mb

The campaign will be further bolstered with seed funding from Tropical Tablelands Tourism.

Statistics from the campaign will be shared with advertisers.

Deadline for advertisers will be Wednesday 25th March.

Published 19th March 2020.

Another initiative delivered by Tourism Atherton Tablelands

How the Tourism Industry works

Mar 10, 2020

How the Tourism industry works

The tourism industry is the total of all businesses that directly provide goods or services to facilitate business, pleasure and leisure activities away from the home environment.

Everyone gains from properly managed tourism and it can be especially important in regional areas because it diversifies the area’s economic base and expands the employment market.

Tourism businesses such as accommodation and tour operators represent only a small proportion of the people employed in the tourism industry or who benefit from it. As the tourist dollars trickle down they spread throughout the community and the economy in often surprising ways.

How Tourism Works

The existing tourism system represents a multi-layered structure for industry to engage through a number of destination marketing organisations, each requiring an additional level of investment (membership).

Tourism Australia (TA) is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events.

Tourism and Events Queensland (TEQ) is a statutory body of the Queensland Government and the state’s lead marketing, destination and experience development and major events agency.

Tourism Tropical North Queensland (TTNQ) is the regional tourism organisation (RTO) for Tropical North Queensland and is a membership based, industry funded, incorporated private company, limited by guarantee.

Local Tourism Organisations

The region is broken into the following six sub-regions, three of which supported by separate local tourism organisations (LTOs). LTO’s have the responsibility of ensuring their sub-region is promoted and marketed to visitors leveraging from the work delivered by the RTO (pre-arrival).