Introduction
In this issue of Enterprise, ACNielsen is showcasing its tourism business. As ever, there are transferable lessons for those in other sectors.
Australia is a very popular destination for overseas visitors. However, its distance from most overseas countries (particularly the UK, Europe and the USA) means most visitors have to be selective with the Australian destinations they visit. For this reason some locations are in high demand whilst other locations are not in the 'must do' repertoire and have to promote themselves aggressively.
While there will always be competition between Australia's states, territories and individual locations for the domestic and international market, there appears to be a lot more scope for national collaboration to 'bake a bigger pie' rather than fighting for a bigger slice of the existing pie.
In the past, ACNielsen's tourism services were primarily the collection of data for core industry statistics. These days, our role is evolving to provide a research-based consultancy service. Increasingly, our work is focusing on particular locations or attractions: studying current usage, the visitor experience, and exploring potential for improvement.
Research is also being used in product and service development, the design and tracking of brand communications and promotional campaigns, and in monitoring and evaluation of these initiatives.
With ACNielsen's transferable expertise, and our tourism market experience, we are well placed to work with all stakeholders in the tourism industry, both public and private.
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In next month's issue of Enterprise...
We'll look at the latest news covering education, training and employment and what we can expect over the coming months.
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