Rear View – Forward View of ATDW@ Enter 2014 - Dublin

Rear View – Forward View of ATDW@ Enter 2014 - Dublin

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Two key stories to share

A contemplation on what has worked and what hasn’t in establishing and evolving the ATDW

A future view on what could be possible to continue its success

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Tourism is a key contributor to the Australian economy

$98 billion in total visitor expenditure, Nearly 5% of the Australian workforce 6% of Australia’s export value Australia ranked #11 out of 140 countries when measuring the nation's overall

competitiveness (travel and tourism) against other countries Australia ranked #2 out of 140 countries when measuring the performance of

our natural resources (in terms of competitiveness) Australia ranked #137 out of 140 countries when measuring price

competitiveness in the travel and tourism industry Despite the continuing high value of the Australian $ and the increased number

of emerging destinations becoming active in tourism, international visitors to Australia grew at 5% in 2012–13 to reach a new record of 6.3 million visitors

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Joint initiative of Tourism Australia and all Australian State and Territory Government Tourism Organisations

Identified need to establish a national database to market a comprehensive range of Australian tourism products

Achieves a high quality national database, data standards, technology to aid content sharing

12 Year Partnership

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Picture of our product categories / icons / numbers

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As of 30 Jul 2013

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Value to Industry…Leads

Platform Evolution

2002ATDW

2004STOs’

Local ATDWs

2008TXA booking

exchange

2008Tourism

e-kit

2010New data standard

2011myATDW data management

application

2012Geoweb

Webservice

2015 New ATDW

Platform

2013Chinese

translation

2013Booking Widget

2014 Contribution

API

2014 Content Widgets

Over 60 tutorials

Online | Print | Video

Relevant up-to-date content

Simple and easy to follow

Over 300,000 downloads

Platform Evolution

2002ATDW

2004STOs’

Local ATDWs

2008TXA booking

exchange

2008Tourism

e-kit

2010New data standard

2011myATDW data management

application

2012Geoweb

Webservice

2015 New ATDW

Platform

2013Chinese

translation

2013Booking Widget

2014 Contribution

API

2014 Content Widgets

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Strategic MetricsContent quality

Content growth

Distribution growth

Demand from distributors

Demand from industry

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Success FactorsDMO ownership model

Flexibility in servicing DMOs

Customer service culture

Commitment to quality

Continual evolution

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Weak SpotsDMO ownership model

Making content bookable (sellable) in a DMO centric model

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Learnings

Effort and Support of DMOs

Importance of Measurement

Research and Adaptation

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What if?

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Distributor

Operator

ATDW Database

Operator Operator Operator

Distributor Distributor Distributor

Centralised – Content Stored by ATDW

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Distributor

Operatornode

Distributor Distributor Distributor

Operatornode

Operatornode

Operatornode

ATDW Index

3rd Partynode

3rd Partynode

Decentralised – Content Stored by Industry

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The future?

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Core proposition = Trusted Content

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Evolution

Dynamic

Research and Adaptation

DMO Roles Review

Education

Reporting

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Thank you