About the Digital Distribution Working Group
What's new
Priorities and achievements
Membership
Related documents
About the Digital Distribution Working Group
Through Tourism 2020, the Digital Distribution Working Group aims to build competitive digital capability by assisting tourism businesses to accelerate the online distribution of their tourism product and establish Australia as a world leader in this field.
What's new?
- Tourism e-kit Development Project
The Tourism e-kit is a series of simple online tutorials on a wide range of subjects from the basics of developing a good website to advanced topics such as search engine marketing and online product distribution.
As part of the Tourism e-kit Development Project, the existing 36 e-kit tutorials have been updated and three new tutorials have been included:
- Online in China
- Managing Multiple Social Media Accounts
- Mobile — Website, Mobile Website, or Application?
These updates ensure that the industry is kept up to date with the latest in digital distribution, including new technologies and consumer usage. Keep an eye out for more tutorial topics in March 2013.
The P roject will also see the development and delivery of a Train the Trainer Program, where trainers will become accredited to teach specific tutorials within the Tourism e-kit on a one-on-one and group workshop basis. This will ensure that there is increased awareness and distribution of the Tourism e-kit across the Australian tourism industry. The Train the Trainer Program is expected to commence in mid-2013.
- Knowledge Base and Online Community Project
Development of a Knowledge Base and Online Community is underway. This Project will facilitate improved communication and knowledge sharing among the tourism industry. The P roject has two interconnected elements:
- A secure digital facility (knowledge base) to store information relating to digital distribution . This will include industry presentations, flyers, research and case studies.
- An online community for tourism businesses to communicate with each other and share insights and advice on getting online.
Australian Tourism Data Warehouse has been engaged to deliver the project, which is expected to be released live by mid-2013. Monitor the website or visit www.atdw.com.au for updates on how you can get involved with the KBOC.
- Digital projects to attract visitors from Asia
A number of other initiatives are in the pipeline to ensure tourism businesses can better attract visitors from Asia. These include:
- Translation of product information currently listed on the Australian Tourism Data Warehouse into Mandarin, for publication on Tourism Australia’s website.
- Creation of a Chinese-based version of Tourism Australia’s website, with the latest information on Australian tourism product.
- Development of a downloadable ‘widget’ that will enable businesses to set up ‘real time’ online booking and payment facilities.
- Working Group update
The Working Group last met on 28 November 2012. Key outcomesincluded:
- Agreement to repeat the Online Capability Survey.
- Resolution to work with the Tourism Research Advisory Board to identify research projects relating to consumers’ digital behaviour.
- Potential review of the National Online Strategy for Tourism in 2013.
Download the DDWG Meeting Outcomes from related documents (below) for more information.
Priorities and achievements
The Digital Distribution Working Group has made significant progress against many of its key priorities. Highlights include:
National Online Strategy for Tourism
The National Online Strategy for Tourism (NOST) aims to increase the online distribution and global visibility of Australia's tourism product. Key themes under the NOST are:
- research and insights
- the benefits of partnership and collaboration
- industry and trade communication and education
- content and consumer engagement
- digital distribution.
See related documents (below) to download a copy.
Going Global Action Plan
The Going Global Action Plan is a digital distribution plan for industry to enhance its online product and distribution. It assists businesses by outlining the steps required to get online and/or progress to the next level of online capability, through tools such as the Tourism e-kit. See related documents (below) to download a copy.
Tourism Operators Online Benchmarking Survey
The Tourism Operators Online Benchmarking Survey was undertaken for 2,000 tourism businesses, to understand the current level of online capability in the Australian tourism industry. A key finding of the survey was that while the level of online presence by tourism businesses is high (at 84 per cent), only a third of tourism businesses have online booking and payment facilities. For more information, download the survey report from the related documents section (below).
Membership
- Destination NSW (Chair)
- Tourism Australia
- Tourism Tasmania
- Tourism Victoria
- Australian Tourism Data Warehouse
- Australian Tourism Export Council
- Australian Government Department of Resources, Energy and Tourism (observer)
Related documents
More information
For more information about the Digital Distribution Working Group, email ascot-tmm@ret.gov.au.