Entrepreneurship in Tourism and Hospitality - Term Paper Example

NTRЕРRЕNЕURSHIР IN ТОURISM АND НОSРITАLITY Name Institution Date Tourism, being a service industry, is one of the most important industries in Australia economically. Tourism in itself represents a high source of revenue which brings about the economic growth of Australia. The revenue gotten from tourism helps the national government to fund growth of infrastructure like roads, hospitals, airports, trains and other infrastructure that are critical to the growth of Australia economically. The tourism market in Australia directly employs around half a million Australian citizens in the various sports centers, hotels, camping sites and adventures that are a tourist attraction. As a result of increased tourist, there are increased employees and also growth of the the hotel industry. Australia tourism market is composed of local domestic tourist and international tourists from all over the world. A public relations team that works globally on all levels of austalarian tourism market generate publicity through various ways globally on the tourism products and Australian experience tourist expect to get when they visit Australia. They also publicize on the most famous destinations of touring in Australia and also advertise the leisure events that can only be found in Australia. The public relations teams are found all over the world and there are over 12,000 qualified public relations agents scattered in more than 110 countries all in different parts of the world. The major form of publicizing Australia as a destination for touring is through social media. Facebook has proved to be the most popular method of social media that has boosted tourism in Australia, Facebook has been used as a media platform where agents post pictures of different images mostly of Australian native animals, birds, beaches and mountains. When interested parties catch a glimpse of this images a conversation about where the images are taken from stars and hence the interested party has and increased likelihood of visiting the place. Tourism in Australia has expanded its global and local platform, local tourism has been highly supported by the government by encouraging employees to take days off and do leisure activities in the day off which will comprise touring Australia. Local tourism associations are encouraged to promote tourism by working together with regional tourism association to provide resources and opportunities that help people in the tourism industry in their work as tourism industry in Australia like in most countries is mainly dominated by the small industries (Tourism Australia performance and reporting). To promote increased tourism and hence revenue to the Australian government. Tourism Australia and Etihad airways have embarked in expanding a joint market commitment by increasing the amount on a joint funding to promote tourism in Australia in the overseas market. Tourism Australia company embraces diversity of people in its place of work and tourism Australia as a company is fully committed make sure there is complete reconciliation between Indigenous and non-Indigenous Australians (Tourism Australia media release, 2014). Tourism Australia set a goal to double the number of indigenous staff working in its company because they are the minority group in Australia by the end of 2015–16. This employment plan will be part of the company’s Reconciliation Action Plan launched in February 2014.The indigenous double employment opportunity target, in conjunction with a well thought out two year plan has resulted in Tourism Australia Company becoming the first Commonwealth Government agency in tourism to meet new reconciliation action plan goals set by Reconciliation Australia (Tourism Australia media release, 2014). Tourism Australia announced a global agreement with Etihad Airways in December 201. The agreement signed was worth a total of $6 million over three years the agreement was to be implemented (Tourism Australia media release, 2014). This was a very strategic move made by tourism Australia, Etihad airways is a national airline originating from the United Arab Emirates and it’s a well-known and respected airline country wide. This move by tourism Australia is sure to improve tourist from the Arab world and also from all the countries that the Etihad airways travels to all over the world. Under the agreement made between tourism Australia and Etihad airways, the two parties are to spend four time the amount the spend in 2014-2015 season for what is perceived to be the strongest promotion in Australia as being a destination for leisure travellers and also business people The additional funding also covers other expenditure which includes support for touring renowned Australian restaurant. The airline also supported restaurant Australia and flew for a week top food and wine influencers to take part in the campaign finale of an Australian widely covered by media gala dinner. John O'Sullivan, Tourism Australia Managing Director, announced that Etihad airline's recent Perth launch and its decision to fly one of its first Airbus between Abu Dhabi its primary base and Sydney is an evidence of the airline's continued expansion plans in regards to Australia and commitment to the Australian market. This venture will continue to grow as time passes benefiting both parties. He also continued by saying that Etihad Airways is one of Tourism Australia's most important partners in relation to growth of the tourism field by flying in tourist Etihad airways plays an important role in bringing in international tourists to Australia, via the airline's Abu Dhabi hub. Etihad airways is a young company which is growing at a very fast rate with very aggressive expansion plans with Australia being one of the key countries they want to partner with, Etihad airways enjoy a good measure of recognition and respect as a form of transport for either business or leisure throughout the world it is this key point that Tourism Australia will positively exploit for the growth of Australian tourism.   Venture undertaken by tourism Australia has proved to be successful in promoting tourism in Australia. Preliminary estimates of data released by the Australian Bureau of Statistics in 2015 have shown that visitor arriving to Australia for the financial year ending March 2015 reached just over seven million (Tourism Australia media release). This has proved to be the highest number of visitors whether for business or leisure that Australia has ever seen. This preliminary statistics show continuing growth of Australian tourism and the results of the growth have been well laid out through international marketing and strategic campaigns that have proved to be successful such as promoting Restaurant Australia. In additional to a significant growth in the tourism industry, the 8% growth registered in Australian international numbers and the profits are being used on tourism investment which is an important measure of Australian long term tourism strategy. There were 6.8 million visitor arrivals for year that ended in October 2014, an increase of 8.5% in as compared to the past year. There were 583,800 visitor arrivals in October 2014, an increase of 9.2% compared to the same period of the previous year (Tourism Australia, 2013-2014 annual report). For the March quarter there were 671,600 short-term visitors’ arrivals to Australia in the month of March 2015, up by 12% in comparison to the previous year. This follows initial estimates of 715,200 short-term visitor arrivals in Australia in February and 539,100 in January 2015 (Tourism Australia, 2013-2014 annual report). With international arrivals of visitors increasing and spending as expected, Australia has reason to rejoice and look forward to even more success in the tourism industry. During the period of 2013–14, the tourism industry has continued to show its continued growth in economic strength and its importance as a source of revenue to the Australian government. Despite fierce competition internationally in the tourism industry, Tourism in Australia has proved undisputed as to being the among the most important and sustainable pillars of economic growth in Australia. International arrivals rose 7.9% during 2013–14, with the 6.6 million visitors from all over the world who travelled to Australian shores generating close to $30 billion in spending, further showing how important tourism’s position is as Australia’s largest services and export industry (Tourism Australia, 2013-2014 annual report). These tourism services were delivered by around half a million Australians from different places in the country and this brought about 3 per cent on 2012–13 hence increased job opportunities and ahead of the national average. This increased growth came from both all corners of the country and combined traditional markets and emerging markets, in line with Tourism Australia’s ‘balanced portfolio’ in international marketing strategy. Following the example of the past years, China is still Australia fastest growing and most valuable visitor market, the visitors from china bring an income of $5 billion annually and with increased promotion of tourism, the potential of income from china can increase up to $13 billion by the end of ten years. This promoting of our tourist attractions will render Chinese visitors to become increasingly confident and adventurous, this can only be brought by coming up with bolder ways of promoting our tourism industry (Tourism Australia performance and reporting). Research on improving tourism is an important segment in promoting Australian tourism. Proper advertisement and promotions which can only be achieved through market and tourism research can ensure that independent travellers who are visiting independently stay for prolonged periods and see more of the Australian natural sceneries. However, tourism Australia current performance and progress shows that future success in tourism extends worldwide. Tourism Research Australia provides extensive research information that is used to make better informed decisions in the field of, tourism and marketing to increase growth for the Australian community which will bring higher economic returns by encouraging visitors from all over the world to tour Australia.  Tourism Research Australia has been made a branch of Austrade. This will enable researchers to have access to detailed reports, covering all destinations and major customers to tour Australia. A tourism research of past 12 months has focused on the return of visitors from Western markets who were in the past the highest number of visitors to Australia. The increase of western visitors can be boosted by international sporting events which can be held in Australia, attracting fans from the west. The sporting events held were British and Irish Lions and Ashes cricket tours, the UK visitors to Australia have increased strongly in numbers after the previous years’ decline. Tourism Australia has used to attract visitors from the USA in the same way. And their numbers have also risen as compared to the previous years’ adding to further growth in the tourism market. Recently, Tourism Australia’s success in international markets and attracting visitors has been through various partnerships with different companies and organizations. Tourism Australia has strongly embarked on various partnerships in the year 2013–14. One of the example of the partnership was the launch of Restaurant Australia’, our latest iteration of ‘There’s nothing like Australia’ (Tourism Australia media and industry) this is aimed to show what is unique and only found in Australia and the focus is mainly upon food and wine experiences. This campaign aims to close the gap of those people who have never been to Australia and sampled its food and wine with those who have visited Australia and have sampled and appreciate authentic Australian food and wine. As with all Australian tourism campaigns are digitalized, and mostly focused on social media tourism Australia have used the digital platform as an important field, to gather millions of fans and those who follow our tweets in the case of twitter and people who passionately advocate for others to visit the country through Tourism Australia’s media platforms, such as Twitter, Facebook, and Instagram. From the research I can say that commencing a new approach in business is an advice business approach that can result to growth of a business economically if the new approach ventured is well informed and researched to be helpful in the growth of a business. Tourism Australia agreement with Etihad airways has shown a significant growth in the tourism industry as Etihad airways brought more visitors to Australia. In a good business one must always be on the lookout for ways to expand and network with other organization especially those working in complimenting fields for mutual growth hence high returns. References Advertising and Market Research (Section 311A of the Commonwealth Electoral Act 1918) and statement on advertising campaigns Tourism Australia performance and reporting retrieved from http://www.tourism.australia.com/about-us/our-performance-and-reporting.aspx Tourism Australia media release 13th November 2014 retrieved from http://www.tourism.australia.com/news/news-11046.aspx Australian Government: Culture Portal. Department of the Environment, Water, Heritage and the Arts, Commonwealth of Australia Tourism Australia 2013-2014 annual report retrieved from http://www.tourism.australia.com/documents/corporate/Tourism-Australia-Annual-Report-2013-2014.pdf Tourism Australia 2012-2013 annual report retrieved from http://www.tourism.australia.com/documents/corporate/TACA7893_AnnualReport_2012_13.pdf Read More