THS3DMM - Assessment Task 2: Second Report

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Description of Task

This assignment examines the current Tourism Australia’s Destination Marketing campaigns and discusses future challenges and opportunities.

In this assignment, you are required to explore the current marketing activities of Australia’s Destination Management Organisation (DMO) Tourism Australia (by accessing the following webpage https://www.tourism.australia.com as a starting point).

Tourism Australia promotes Australia internationally as a tourist destination and the current campaign is “Come and Say G’day” which is part of the “There’s Nothing Like Australia” global brand platform.

You are required to explain the key aspects of Tourism Australia’s destination marketing activities, namely the promotion, advertising, tourism development, branding, and digital marketing and how these aspects contribute to showcasing Australia as a top tourist destination.

Part 1 – Analysis of current campaign (1,100 words)

  1. Summarise and explain Tourism Australia’s current 2023 destination marketing campaign and

promotional strategies, including Australia’s brand identity and messaging (500 words)

  1. Evaluate Tourism Australia’s digital marketing strategies by reviewing the Tourism Australia 2023 outward facing webpage https://www.australia.com and their public accounts on platforms such as Instagram, Facebook and

Suggest possible new digital marketing opportunities for Australia and suggest strategies to leverage them (200 words).

  1. Evaluate the effectiveness of Tourism Australia’s destination marketing efforts by seeking out statistics from the most recent evaluation of the most recent campaign using metrics such as visitation numbers; revenue generated; and brand awareness https://www.tourism.australia.com/en/insights/tourism-statistics.html (200 words)
  2. Identify areas for improvement in Tourism Australia’s current destination marketing campaigns and suggest strategies to enhance Australia’s brand image (200 words)

Part 2 – Future challenges (700 words)

  1. Tourism Australia currently focuses on 15 key source markets which generate good visitation numbers, tourist expenditure, and growth potential. The 15 core international markets for Australia are: China, India, Japan, South Korea, Malaysia, Singapore, Indonesia, USA, Canada, UK, Germany, France, Italy, New Zealand, and Hong Kong SAR.

Discuss the current worldwide trends, developments, challenges and opportunities that Tourism Australia potentially faces in 2023 in promoting the country as a tourist destination to these source markets.

Discuss the implications of these trends, challenges and opportunities for future Australian destination marketing campaigns.

In your discussion mention one (1) or more of the following challenges and opportunities:

  • growing competition from other emerging destinations in the Asia-Pacific region;
  • airfares and the airline industry;
  • influencer partnerships;
  • distance from traditional tourist generating countries;
  • large distances between attractions domestically

Part 3 – Annotated Bibliography (300 words)

You are required to support your assignment with an Annotated Bibliography of at least 4-8 academic sources to support your answers in Parts 1 & 2, such as academic journals, books, and government reports, to support your analysis and recommendations. Please use APA 7 referencing.

There is a +/- 10% variation permitted on the word count.

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