Tourism Australia has no bloody idea: report
SYDNEY – An AAP report carried in Australian newspapers today shows that an audit of Tourism Australia revealed it has no accurate way of measuring the impact of its promotions, such as the controversial “Where the bloody hell are you?” campaign.
Prime Minister Kevin Rudd recently described the 2006 “Bloody†campaign as a “rolled gold disaster”.
The campaign was credited with higher tourist spending, but visitor numbers dropped in the months following its launch.
A report by the auditor-general’s office, released today, says the indicators used to measure Tourism Australia’s performance are flawed.
“They are primarily for the industry as a whole, rather than the success or otherwise of Tourism Australia’s marketing activities,” the report says.
“Evaluating the impact of its projects … would place Tourism Australia in a better position to measure its own effectiveness and impact.”
Four internal audits and four external reviews into the awarding of creative development and media placement contracts in 2005 – worth $184 million – “did not include an assessment of whether the objectives of the contract had been achieved or the various projects undertaken within the contracts were effective”, the report says.
Tourism Australia’s board did not adhere to its own charter for managing potential conflicts of interest, but rather “revised the charter to reflect its practices”.
The report recommended the agency revise its conflict of interest procedures and review its performance management framework.
AAP said Tourism Australia has accepted the recommendations and says it’s taking steps to implement them.
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Qatar Airways offers flexible payment options for European travellers
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Skyscanner reveals major travel trends 2026 at ITB Asia
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists