MicroStrategy boost for Australian tourism
SYDNEY – The Australian Tourism Data Warehouse (ATDW) has introduced MicroStrategy as a proactive tool for monitoring the online performance of the tourism industry and providing enhanced insights into tourism.
MicroStrategy Inc is a worldwide provider of business intelligence software with operations in Australia.
The ATDW national platform provides central storage and distribution for tourism industry information from all Australian states and territories.
Content is electronically accessible by tourism operators, wholesalers, retailers, and distributors for use in their websites and booking systems. More than 150 websites access the ATDW content.
The adoption is seen as significant given the recent Jackson Report’s findings which indicated that the Australian tourism industry faced a short-term challenge and a long-term decline unless action was taken to boost tourism. 

Australia’s share of global tourism is in decline, showing a 14 percent reduction between 1995 and 2008.
The integration of MicroStrategy’s business intelligence software gives ATDW the ability to extract and analyse industry metrics to measure performance in tourism and to continue to grow the ATDW distribution network as a successful model for Australian tourism.
“We are in a position to help our industry partners make informed decisions and to understand how to position themselves in the digital world, for maximum success,†said Liz Ward, ATDW chief executive..
Patrick Elliott, MicroStrategy’s vice president for Australia & New Zealand, added, “MicroStrategy allows companies like ATDW to gain a deeper understanding of tourism trends in Australia. Tourism operators can drill down into the data and seek the information they need to make strategic plans for boosting tourism numbers in this country.â€
Ian Jarrett
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