Annual Report 2009-2010

Table of ContentsChairman’s Statement 3

CEO’s Statement 4

Board of Directors 5

2009-2010 Key Activities 7

1 International Panel of Experts Forum, Sydney 2009 7

2 International Student Barometer (ISB) Survey 2010 10

3 Accreditation & Membership 11

I. Accreditation and Assessment Panel Review 11

II. Membership 11

III. Accreditation and Pre-accreditation Fee 11

4 Management of Membership Scholarships 12

5 Communication 13

I. Update of THE-ICE Website 13

II. eNewsletters 14

III. Exhibition and Sponsorship 14

THE-ICE Global Network 15

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Chairman’s Statement

I am pleased to report that we have significantly expandedour network overseas  over the past year, building uponthe strong base of our Australian 'Foundation Members'.

Internationally, issues of educational programme qualityhave been growing in importance across the university,vocational and private college sectors. THE-ICE has takena strong leadership role in demonstrating the importanceof high quality educational provision in tourism, hospitalityand events.

Over the past year we have also welcomed two new members to theBoard of Directors - Dr George Brown and Dr Russell Arthur Smith. Both haveadded a new dimension to our activities. Dr Brown (who is associated withTHE-ICE member William Blue College of Hospitality Management) is a leadingproponent and researcher of educational accreditation, and last year hewas invited by the Australian Federal Minster of Education to be on theBoard of the Australian Learning and Teaching Centre (ALTC). His insightshave been very valuable to THE-ICE as we have progressed  into  theinternational  accreditation. Dr Smith (who is with THE-ICE member Cornell-Nanyang Institute of Hospitality Management) is based in Singapore, andhe brings an international dimension to the Board as well as supporting theengagement of THE-ICE with the Asia-Pacific Region.

Professor Brian KingChair & Director

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Managing Director’s Statement

We have re-launched THE-ICE website, adding newfeatures such as Find-THE-Supervisor, which enablespotential research students to search for relevantsupervisors. Our website has also became ‘edge-enabled’, as THE-ICE became the launch customerfor Edgevertise. This is a new online marketing tool thatallows us to feature Accredited Members more promi-nently. This software allows us to create 'Edgelets' (ormini interactive websites) on the right hand side of ourwebsite. Looking ahead, we aim to be launching ournew on-line Get-THE Scholarship application system in2011.

Given the diversity and growing size of our databasereceiving our Global Newsletter, we strategically decidedto replace this newsletter with two more focusedcommunication tools that can both draw on theglobal media resources of the Meltwater News. Wehave now created the iStudent News (for prospectivestudents) and the eBulletin (for educators and admin-istrators). But given all these changes and the focus onexpanding our global base of Associate and Accred-ited members, we have put our SpotMeOnline andTHE-Big-List web developments on hold for the timebeing.

Looking ahead to 2010-11, THE-ICE will have anotherbusy year. There will be an increasing number of institu-tions going through our Pre-accreditation and Accred-itation processes, We will also continue to representour Members at a range of international conferences,and in supporting developments that help to developexcellence in tourism, hospitality and events educa-tion.

Finally, THE-ICE would like to thank Southern CrossUniversity for again hosting our offices at its GoldCoast campus throughout 2009-10. However, spaceconstraints at this campus does mean that THE-ICE willbe re-locating during 2010-11.

Associate Professor J. S. Perry Hobson, PhDManaging Director, THE-ICE

Accreditation, benchmarking and thepromotion of excellence in tourism,hospitality and events education

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THE-ICE has now been operatingfor just two years as anindependent not-for-profitorganisation. It is perhapsworth reflecting on what hasbeen achieved during this rela-tively short time. In 2008, THE-ICE had just 12 FoundationMembers who were all basedin Australia. Whereas we nowhave some 22+ Associates,Affiliates and Accredited mem-

bers from some eight countries that include Switzer-land, Fiji, Austria, Singapore, Italy and Thailand.Furthermore, we have an increasing number of institu-tions in a variety of countries (such as New Zealand,Malaysia, The Netherlands etc.) who have all ex-pressed interest in being accredited by THE-ICE in thenear future.

This last year has been a year of continued evolution. Tobegin with, we have continued to review our accredita-tion system and processes, and appointed AssociateProfessor Stephan Craig-Smith from the University ofQueensland as Chair of our Panel of Auditors. Further-more, Cornell-Nanyang Institute of Hospitality Manage-ment (CNI) in Singapore became our first new fullyAccredited Member.

Our 2009 International Panel of Experts Forum washosted at The Hotel School Sydney, with the focus on

"Developing Excellence in Tourism, Hospitality & EventsEducation". This was such a successful event that wethen planned to hold our first International Panel ofExperts (IPoE) Forum outside of Australia at NaresuanUniversity in Thailand in June-2010. Unfortunately, streetprotest in central Bangkok close to our proposed venuemeant that we had to cancel the event. Despite thissetback, we are looking forward to hosting the IPoEForum in other locations in the forthcoming year.

In early-2010 we further expanded on our research rela-tionship with i-graduate, and for the first time includedboth international and domestic students in our confi-dential benchmarking survey of the student experience.This is providing members with an enhanced set of data,and enables better comparisons of student cohorts.

Board of Directors

Professor Brian King is responsible forVictoria University’s industry and com-munity partnerships and engagement.Prior to taking on his current role asActing Pro Vice Chancellor, he wasDirector of the Making VU Program, astrategic initiative to strengthen thepositioning of the University throughseveral major project initiatives.

He spent nine years as Head of theSchool of Hospitality, Tourism and Marketing in the Facultyof Business and Law (1998-2007). As well as being Professorof Tourism Management at VU, he is a Visiting Professor atAILUN University in Sardinia, Italy.

Professor King has extensive tourism management expe-rience and maintains his industry involvements at boardlevel (Western Melbourne Tourism). He is Deputy Chair ofthe Business Mentoring Panel in the Victorian TourismAwards. He has consulted extensively to internationaldevelopment agencies in the areas of tourism marketingand human resource development. He has publishedwidely in the fields of tourism marketing, planning andhuman resource development and has authored or co-authored several books.

In addition to chairing THE-ICE Board, Professor King isalso the Founding and Joint Editor-in-Chief of the interna-tional journal Tourism, Culture and Communication. He isan elected fellow of the International Academy for theStudy of Tourism, as well as the coordinator of the ABCRadio's Tourism in the Asia-Pacific Region series.

Chair & Director

Professor Brian King

Professor John Jenkins is the Professor ofTourism, Head of School Tourism &Hospitality Management and a memberof the Australian Regional TourismResearch Centre at Southern CrossUniversity. He has authored several booksand approximately 60 book chaptersand refereed journal articles.

Professor Jenkins is the Managing Editor,Annals of Leisure Research, Reviews Editor for CurrentIssues in Tourism and Annals of Leisure Research, theChair of the Scientific Committee for the 6th Asia-Pacific(APacCHRIE) Conference and THE-ICE InternationalPanel of Experts Forum 2008.

His expertise includes Eco-tourism, Tourism Planning & Policy,Tourism & Protected areas/National Parks, Out-door Recrea-tion management, Leisure Studies and Leisure and Recrea-tion in Urban Communities.

Director

Professor John Jenkins

A/Professor Dr. Perry Hobson is theDirector of the International Centre forExcellence in Tourism and HospitalityEducation (THE-ICE). He is also anAssociate Professor in the School ofTourism and Hospitality Managementat Southern Cross University (SCU).

Dr Hobson is the Editor-in Chief of theJournal of Vacation Marketing, theco-Editor of the Journal of Hospitality

and Tourism Education. In 2005, Perry was recognised inthe journal Tourism Management as being amongst thetop 50 researchers in tourism and hospitalitymanagement over the previous two decades. He hasbeen the recipient of awards of excellence for hisresearch from the MCB University Press/Emerald in the UK,and from I-CHRIE (the International Association ofHospitality & Tourism Educators) in the USA.

Director

A/Professor Dr. J. S. Perry Hobson

Director

Dr Russell Arthur Smith

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Dr. Smith is a hospitality and tourismdevelopment expert who hasextensive academic & professionalexperience in Asia, as well as NorthAmerica and the Middle East. He is theInterim Dean, Cornell-NanyangInstitute of Hospitality Management(CNI), at the Nanyang TechnologicalUniversity, Singapore.

Dr. Smith has headed large multi-disciplinary teams forthe preparation of major hospitality and tourismdevelopment plans. In addition, he has served on manyprivate and public boards and committees throughoutAsia Pacific as well as held appointments in universities inAustralia, Malaysia, Singapore and the United States ofAmerica.

He holds a doctorate from Harvard University and adegree in architecture with first class honours from theUniversity of Queensland. He is a Certified PracticingPlanner.

Board of Directors

Dr George Brown was appointedGroup Academic Director at Think:Education Group in 2007. Prior to thishe held senior academic positions withthe Navitas Group, Le Cordon BleuAustralia, International College of HotelManagement and TAFESA.

In 2010, the Prime Minister of Australian(the Hon. Julia Gillard) appointed DrBrown as a Board Director of the

Australian Learning and Teaching Council (ALTC). Heplays an important role in the Council’s SteeringCommittee of Learning and Teaching AcademicStandards Project as well as the Fellowship SchemeStanding Committee.

Dr Brown is also an appointed member of the New SouthWales Register of Higher Education Assessors and sits onthe ACPET National Higher Education Committee. Hisresearch interests surround higher educationaccreditation, quality improvement and the burgeoningproblem of non-official higher education provision.

Director

Dr George Brown

Mr Nicholas Hunt was appointed ChiefExecutive Office of William AnglissInstitute in August 2007. Prior to thisappointment he held positions as aBoard Director for the Institute from2004 and Chief Executive Officer ofTourism Alliance Victoria (the mergedentity of Country Victorian TourismCouncil and Victorian TourismOperators Association) from 2000.

Mr Hunt has gained broad experience in the tourismsector especially, having been Executive Director forTourism Training Victoria where he directed research,standards implementation, assessment and promotionalactivities. As well as his professional interests, Mr Hunt isinvolved in a number of prominent industry groupsincluding Chair of Victorian Tourism Awards IndustryReference Group and is a Member of the MelbourneHospitality Advisory Group for the City of Melbourne.

Director

Mr Nicholas Hunt

Mr Guy Bentley is the CEO of the BlueMountains International HotelManagement School, the AustralianInternational Hotel School ande-Hotelier, which are part of theLaureate International UniversityNetwork. Mr Bentley is committed tothe growing of a trusted quality highereducation business that is customer-focused and mentoring his executive

team to operate effectively within a complex regulatoryand corporate global environment.

In addition to serving THE-ICE Board as an elected Director,Mr Bentley is an invited member of the National Commit-tee of the Colleges of Private Higher Education (COPHE),the International Association of Hotel Schools (EUHOFA)and a Member and past Chair of the Australian Associa-tion of Hotel Schools (AAHS).

Mr Bentley is a published academic & industryprofessional. His research interests include IntellectualProperty; Online Marketing and Distribution Strategy in theHospitality Industry; Compliance and its impact onStrategic Business Improvement; Innovation in theHospitality Sector; Crisis planning perception, attitudesand behaviour of Australian Hotel Managers etc. He ishighly recognised for his outstanding contributions to thetourism/training industry in Australia and has received theNational Training Legend Award in 2006, the NationalTourism Platinum Award in 2004 and 2009.

Director

Mr Guy Bentley

Mr Alan Williams is the ManagingDirector of the Australian School ofTourism and Hotel Management(ASTHM), a privately owned andRegistered Training Organisation inWestern Australia. The School is alsoregistered by the Minister of Educationas a Higher Education Provider offeringUniversity Bachelor Degrees and PostGraduate Master Degrees in

association with Southern Cross University.

Mr Williams is an active board member on a number ofpeak industry education bodies in Australia. He ispassionate about Vocational Education and Trainingevidenced within his own organisation where a number ofinnovative delivery and assessment strategies have beenincorporated, ensuring the very best possible educationoutcomes are achieved for the students and the industry.

Director

Mr Alan Williams

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2009-2010 Key Activities

The 2009 Panel of Experts Forum that took place at TheHotel School Sydney from the 12th – 13th October 2009,Sydney, Australia. This year's Panel of Experts Forumincluded some 75 delegates and panellists from Canada,Italy, New Zealand, Fiji, UK, Thailand, Singapore as well asAustralia.  Over the course of the 2-day Forum, six panelsessions focused on a number of important topics wereheld.

The Forum theme "Developing Excellence in Tourism,Hospitality and Events Education" was chosen to addressthe needs, issues and value surrounding THE Accredita-tion, Benchmarking and the Development of BestPractice.

1. International Panel of Experts Forum, 2009

Accreditation and QA - as THE-ICEis focusing on accreditation plusmarketing, Dr George Brown (ThinkEducation, Australia) began thisfirst panel session by trying todemystify some of the terms aboutaccreditation. He also spoke aboutthe growing importance ofinternational accreditation andthe problem of fake accreditationagencies.

Professor Roger March (University of New South WalesUNSW, Australia) looked at the motivations behindaccreditation particularly within the context of BusinessSchools, and the costs vs benefits completing suchaccreditations. Finally, A/Prof Stephen Craig-Smith (TheUniversity of Queensland UQ, Australia) spoke about thechallenges facing institutions entering the highereducation market and also gave some furtherbackground to the development THE-ICE accreditation.

DAY 1

International Issues Facing TH&E Education - given theenormous changes in international education this panelstarted off with Professor Oswin Maurer (Free Unversity ofBozen, Bolzano, Italy) identifying that the BolognaProcess was still very much a work in progress for most ofthe education systems within Europe and pointing outthat many issues still remained unresolved.

Professor Nigel Hemmington (Auckland University ofTechnology AUT, NZ) spoke of the challenges facing fieldsof study such as 'Hospitality' within a traditional universitysetting, while Professor Ted Wykes (Royal Roads University,Canada) reflected on the problems facing hospitalityand tourism programmes within 'University College’'institutions in Canada - in so much as that they wereneither seen as universities or vocational colleges.

Dominic Szambowski (Blue Mountains International HotelManagement School BMIHMS, Australia) then looked atthe rapid expansion of large corporate private providers(such as Laureate, Cengage and Kaplan) now enteringthe tourism and hospitality related education. Finally, DrRussell Arthur Smith (CNI, Singapore) commented on thechallenges facing Asian based institutions in terms of howthey met the demand for TH&E education in the regionparticularly given the shortages of faculty.

Developing Teaching & Learning Excellence - A/ProfDianne Dredge (Southern Cross University, Australia)spoke about her recently Australian Teaching & LearningCouncil, ATLC funded project, and questioned thestructure and lack of flexibility seen in many tourismundergraduate programmes. Dr Pierre Bechendorff(James Cook University, Australia) reflected on theirrecent project on the student experience at JCU andhow so many of the factors were inter-connected. AlisonOwens (Central Queensland University-Sydney, Australia)discussed that their research had shown that manyinternational students were failing not because ofproblems with their actual academic studies, but aboutadjusting to life in a foreign country. Finally, Janet Elms-Smith (Northern Sdyeny Institute of TAFE NSI, Australia)reflected on the many challenges facing vocationaleducation in Australia.

Panel Session 1

Dr Perry Hobson, Director of THE-ICE, kicked off this year'sForum with a presentation entitled "THE-ICE: Past, Presentand Future" which gave an overview of the history anddevelopment of THE-ICE and its transition over the last 18months. Other panels on Day 1 included:

Panel Session 3

Panel Session 2

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2009-2010 Key Activities

Contribution of International Students to Tourism - this wasthe first panel session that brought both industry andeducators together. It follows on from initiatives of THE-ICEto recognsie the overlap, importance and connectionsbetween international students and tourism. The panelopened with John King (Chair, Australian Tourism ExportCouncil) reflecting on the recent government reportsthat are looking at this topic.

Meanwhile, Professor Mike Davidson (Griffith University,Australia) spoke about the initial focus group findings ofhis STCRC funded project. They seemed to indicate thatthere were many 'barriers to travel' facing internationalstudents. Kate Payne (AUT, NZ) reported on herquantitative research findings of international studenttravel pattens in New Zealand, which showedconsiderable travel to regional areas in NZ. Finally, EuanRobertson (Tourism and Transport Forum) spoke aboutthe inter-connected issues of local transport, housing,and access to tourism areas for international studentsand their visiting friends and families.

1. International Panel of Experts Forum, 2009

Building Stronger Links Between Education and Industry -following on from a similar panel at the previous Panel ofExperts Forum held in Perth, this session was focusing onlooking at what could be done to build up the linkages.This panel session drew on views from both practitionersand educators - and opened with a short presentationfrom Dr Asad Mohsin (University of Waikato, NZ).Following comments from Rachel Argaman (CEO, TogaHospitality), Guy Bentley (BMIHMS, Australia), MattHingety (CEO, Australian Tourism Export Council),Catherine Ng, (William Angliss Institute, Australia), PeterLewis (The Hotel School Sydney THSS, Australia) andDavid Bierman (University of Technology Sdyney,Australia) a wide-ranging discussion involving alldelegates at the Forum then occurred. John King (Chairof the SCU Industry Advisory Board) must becongratulated for his ability to Chair such a session. Anumber of areas for better linkages came out of thediscussion, but in particular one thing was identified - thatwas the need for us to collectively create a professionalbody which can be supported by the various industrysectors and all education institutions.

Panel Session 4

Panel Session 5

Panel Sessions1. Accreditation and QA2. International Issues Facing TH&E Education3. Developing Teaching & Learning Excellence4. Contribution of International Students to Tourism5. Building Stronger Links Between Education and Industry

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2009-2010 Key Activities

1. International Panel of Experts Forum, 2009

Following their presentations, a number of groups wereformed that focused on specific issues (such as the livingenvironment, internationalisation etc.) that had comeout of the ISB. A report back session then tabled themany areas for action. Some 25 specific action-stepswere identified and committed to by various delegateswhich included everything from:

� extending orientation to 5-weeks rather thanseeing it as just a 1-week information dump

� involving community groups, and tourism activitiesin the student orientation-initiate activities tobreak-down the 'them and us' between domesticand intlernational students

� providing students with feedback of the ISB results,increase use of non-verbal forms ofcommunication for international students

� offering international study tours to domesticstudents

� view students as an 'alumnus' from Day 1 not theirlast day and so forth and so on........

William Archer from i-graduate noted that he was reallypleased to see the action orientated nature of theattendees at the Forum pointing out that "manyinstitutions only focus on what they do well. It was veryencouraging to see the focus here being on whatneeded to be done to improve the experience forinternational students, rather than just resting on theirlaurels".

DAY 2

On the second day of the International Panel of ExpertsForum, Mr William Archer, the Managing Director ofInternational Graduate Insight Group, (i-graduate), led aworkshop on the use of the THE-ICE's version of theInternational Student Barometer (ISB). The ISB is now awell-recognised benchmarking tool, and is used by some300+ institutions around the world.

A tourism, hospitality and event specific ICE-ISB was devel-oped for THE-ICE in 2007. The ISB analyses the internationalstudent experience over the four dimensions of Arrival,Learning, Living and Support. In order to enableinstitutions/programmes to see how they perform withinTHE-ICE and against a wider group of institutions, i-graduatehas developed an ICE-Index as well as a Global THE-Indexfor benchmarking purposed.

THE-ICE Index is made up of responses from students whoare studying at member institutions of THE-ICE, while theGlobal THE-ISB Index is drawn from responses of studentsstudying hospitality, tourism and/or events programmesat non-THE-ICE member institutions.

The ICE-ISB allows for members to confidentiallybenchmark their institution/programme against THE-ICEIndex, and also against one another. At this year's Forum,the workshop was kicked off by a number ofpresentations:

� Peter Lewis (THSS) spoke about how he had used itto build a business case to move to new premises.

� Dr Michael Milgate (Australian International HotelSchool AIHS, Canberra) reflected on how they hadchanged their administration processes

� Alan Williams (Australian School of Tourism & HotelManagement, Perth) spoke about how he hadused his ISB survey results to completely revisit theirstudent services.

i-graduate Workshop

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2009-2010 Key Activities

One of the value-added benefits THE-ICE offers to itsMember Institutions is to orchestrate the annual interna-tional student satisfaction survey (International StudentBarometer, ISB) in cooperation with the InternationalGraduate Insight group (i-graduate), a traditioncommenced in 2007. The student satisfaction bench-marking surveys aim to provide invaluable insight for theMember Institutions to:

� Understand what motivates international students tostudy tourism and hospitality

� Evaluate why they choose to study in certain countriesas opposed to other destinations for internationaleducation

� Monitor TH&E students’ satisfaction levels in key timesthroughout their learning experience at a THE-ICEmember institution

� Understand how to increase the conversion ofenquirers to students studying at THE-ICE networkinstitutions, and

� Benchmark international student satisfaction levelsagainst those from the tourism index

2. International Student Barometer Survey (ISB) 2010

ISB Survey - The Tradition

Due to the growth in international members, the 2010Survey Wave saw THE-ICE expand its scope to includenetwork institutions around the world as well as the feed-backs from both international and domestic students!

Some 9,638 students from 23 institutions (8 from overseas,15 from Australia) were invited resulting in 3,085 completeresponses:

� 1,599 from international students and 1,486 fromdomestic students at a response rate of 44% and 25%respectively

� international students’ countries of origin - China (17%),Germany (10%), South Korea (9%), Vietnam (6%),Indonesia (6%)…

� Level of study

○ International students: Undergraduate 54%, Diplo-ma 21%, Postgraduate coursework 13%

○ domestic students: Undergraduate 75%, Diploma10%, Postgraduate coursework 6%, Certificate 5%

○ Gender - international: 63% female, 37% maleand for domestic: 75% female, 25% male

Furthermore, it is worth noting that due to the highresponse numbers of THE-ICE Members (>3,000), itrendered the benchmarking against the Tourism Index ofabout 600 responses (from non-members universities inthe UK with 379 international and 250 domestic studentresponses) relatively meaningless. Hence THE-ICE’s 2010findings were benchmarked against the Global Index ofstudents currently enrolled in Business programmesaround the world, response numbers ranging from>20,000 to >120,000 .

SB 2010 - Breaking New Grounds

International Centre ofExcellence in Tourism andHospitality Education, THE-ICE

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2009-2010 Key Activities

The Assessment Panel plays a critical role in the applica-tion process and procedures underpinning THE-ICE’s corebusiness of Accreditation and Membership. To ensurethat the Assessment Panel is independent, that transpar-ent and comprehensive guidelines are in place coveringinternational benchmarking within expectations and thebroader educational context of tourism, hospitality andevent education (TH&E), a review was conducted inearly 2010.

The review proposal was submitted to and met theapproval of the Board of Directors on the following:

� Associate Professor Stephen Craig-Smith will Chairthe Panel for a minimum term of two years, to besupported by the Assessment Panel’s Secretariat

� Appropriately qualified academics and/or industryleaders (about 15) to join the Assessment Panel asAuditors of THE-ICE

� To recognise the Auditors for their services with aclearly defined honorarium structure, the use of THE-ICEAuditor business cards and profiling on THE-ICEwebsite

� To design and develop a THE-ICE Assessment PanelOperational Manual containing commercial in confi-dence documents on THE-ICE pre-accreditation andaccreditation policies and procedures

3. Accreditation and Membership

I. Accreditation & THE-ICE Assessment Panel

THE-ICE has achieved above-target membership growth inthe past year. In addition to seven Pre-accreditationapplications in progress (from Dubai, France, Malaysia,Singapore, Switzerland, the Netherlands, the Philippinesetc) the following institutions have successfully met THE-ICEStandards of Excellence and the approval of the Board ofDirectors:

AccreditationPLUS Members

a. Griffith University, Australia -re-joined the Network as aFoundation Member

b. Cornell Nanyang Instituteof Hospitality Management,Singapore – progressedfrom Associate of THE-ICEto AccreditationPlus Member

c. IMC University of AppliedSciences, Krems Austria -(progressing from an Associateof THE-ICE status and is at thefinal stages of the accreditation assessment)

d. MCI Management Center Innsbruck,Austria (progressing from anAssociate of THE-ICE status, appli-cation in progress)

Associates of THE-ICE

a. James Cook University, Australia &Singapore campuses

b. The University of the South Pacific,Fiji

Prospective Associates of THE-ICE

Currently THE-ICE is in discussion with some 40 institutionsfrom over 21 countries. >10~12 of them expressed keeninterest in THE-ICE Pre-accreditation, subject to finalconfirmation.

II. Membership

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III. Accreditation & Pre-accreditationApplication Fees

As part of THE-ICE Assessment Panel Review process, THE-ICE Board has also approved the introduction of a feestructure for prospective Pre-accreditation and Accredita-tion applications, effective as from 2010-2011 financialyear (1st July 2010). The fees, excluding site audit relatedtravel costs will be:

� A$3,500 for Pre-accreditation Application

� A$5,500 for Accreditation Application

� A$2,000 for Affiliate Application

2009-2010 Key Activities

Through collaboration with an IT consultant, dotRED,THE-ICE is in the final stage of establishing an onlineScholarship Application environment. Subject to finaltesting, potential applicants will be able to lodge theirdetails together with their Academic Qualificationsonline. The Application once submitted, will be forwardedto a nominated staff member at THE-ICE Member Institu-tion offering the Scholarship for perusal and considera-tion as to the suitability of the applicant.

This new environment will streamline the process,allowing our Members to interact with the appropriateapplicants, and to have control throughout the applica-tion process.

4. Management of Membership Scholarships

THE-ICE provided the member with up to the minutereporting statistics on Scholarship Application Downloadinterest. Comparable reports are also available tomembers to gauge course enquiry statistics over a non-scholarship period and scholarship period.

THE-ICE continued to offer scholarship managementservice to its Member Institutions. They have the optionsto provide financial assistance to qualified scholarshipapplicants in the form of a grant either towards the livingcosts, the tuition fees for one year or the tuition fees forthe duration of the entire programme.

For the 2009 and 2010 scholarship rounds , THE-ICE

1. Marketed the nominated scholarship on behalf ofthe Member on its website: www.the-ice.org; via itsextensive distribution channels including but notlimiting its international student recruitment agentsnetwork, peers institutions etc.

2. Designed and developed appropriate scholarshippromotional collateral in collaboration with themember.

3. Administered the enquiry and application processin accordance to the terms of conditions of THE-ICEInternational Scholarship Programme.

4. Supplied the Member with details of all scholarshipapplication database following the selection ofthe successful scholarship winner.

5. Supplied the Member with details of all Scholarshipapplication download details following the selec-tion of the successful scholarship winner.

Scholarship Reporting

Activities conducted in collaboration with the Memberfor promoting the Scholarships of Excellence included:

1. Development of Scholarship information, anddownloadable Scholarship Application and CriteriaForms for THE-ICE website.

2. Design and development of appropriate scholar-ship promotional collateral such as flyers in bothdownload and print format.

3. Promotion via our fortnightly iStudent Newsletter,disseminated to approximately 26,000 students,industry and educators.

Scholarship Promotion

New Initiative for 2011

Hertzel Herrera, from the Philippines is theproud recipient of the Northern SydneyInstitute (NSI) and THE-ICE’s InternationalStudent Ambassador Scholarship for 2009.Ms Herrera submitted an applicationthat showed excellent academicachievement and won the scholarship,which covers tuition fees for the lengthof her studies.

Ms Herrera commenced in the Diploma of Eventsprogramme at Ryde campus in July 2009. In addition toher studies, Hertzel plans to undertake some of the shortcourses such as Wine Studies and Barista Training Courseon offer at NSI.

Scholarship Recipient 2009

Deon Brown, IndiaVictoria University

Wang Jie, ChinaUniversity of Canberra

Khang Le Huynh, VietnamNorthern Sydney Institute

Esthel Inassee, MauritiusNorthern Sydney Institute

Bernard Tan, SingaporeThe University of Queensland

Joanne Cheong, MalaysiaGriffith University

Past Scholarship Recipients

Overview

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2009-2010 Key Activities

5. Communication & Brand Promotion

As foreshadowed in last year's Annual Report, THE-ICEwebsite has now been refreshed with a new look and feelwith additional content and features being added. Thechanges have included:

Completion of all transitional changes to the website,which has seen the addition of new information suchas Country Profiles.

� Launch of Find-THE-Supervisor, to help potential Mastersand PhD research students identify likely supervisors.

� Continued development of Get-THE-Scholarship forlaunch in late-2010. This will make it easier for studentsto apply for scholarships, and for the institutions offer-ing scholarships to review the applicants online.

� Edge-Enabled The-ICE website with the addition of anEdgePanel containing interactive Edgelets or miniwebsite on the unused space of the web page (righthand side). These Edgelets will enable us to increasethe profile of AccreditationPLUS Members of THE-ICE.

� Launch of three newsfeeds directly onto the website,so that visitors to the site can gain direct access toupdated news stories

The changes identified above will continue to enhancethe offerings on the website.

I. THE-ICE Website

World first Edge-Enabled website that maximisesonline advertising space

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2009-2010 Key Activities

Over the last year, THE-ICE has started to use the globalresources of the Meltwater Group to access an enhancedrange of international news, which in turn provided timelyand relevant news to the network. Given our growingdatabase of names receiving THE-ICE Global Newsletter(in excess of 26,000) and the growing global diversity ofthe audience (ranging from potential students to tourismand hospitality educators from some fifty-plus countries), itwas decided that we needed two newsletters that wouldbe more focused in terms of their content and range ofnews stories. In 2010 we launched:

� iStudent News - aimed at potential students, who arelooking to receive information about hospitality,tourism and events courses, scholarships and studyopportunities

� eBulletin (educatorsBulletin) - aimed at existingeducators and course administrators, who are lookingfor information on education trends, changes ingovernment policies and issues affecting the develop-ment of tourism, hospitality and events education.

Finally, "THE Member Insights" remains as an internal commu-nication tool for all Accredited Members, Associates ofTHE-ICE and Affiliates.

III. Exhibition and Sponsorship

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II. e-Newsletters

5. Communication & Brand Promotion

In order to continue raising the profile of THE-ICE interna-tionally, THE-ICE has been an active sponsor and/orexhibitor and/or presenting organisation at selectedinternational education conferences.

In 2009-2010 this included the:

� I-CHRIE 2009 Conference - San Francisco, USA

� EuroCHRIE 2009 Conference  - Helsinki, Finland

� CAUTHE 2010 Annual Conference - Hobart, Australia

� CHME 2010 Conference - Guildford, UK

The Managing Director of THE-ICE has also been the:

� President APacCHRIE - which is the Asia-PacificFederation of the International Council for Hotel &Restaurant International Education

� Board Member of the Asia Pacific Tourism Associa-tion (APTA)

As anticipated in the business plan, THE-ICE had to use some of its cash reserves to maintain its current levelof operation. However, we are on track to becoming financially sustainable with increasing revenueflowing from membership subscriptions and accreditation services. We have also initiated an applicationfor export grants, available for organisations based in Australia (the Export Market Development Grant onoffer by the Australian Trade Commission, Austrade) to supplement our marketing budget.

Furthermore, the Executive Team will remain vigilant in controlling the operating expenses and it isanticipated that the financial status will improve in the 2010-11 financial year.

International Centre of Excellence inTourism and Hospitality Education THE-ICE

A Not for Profit Company Limited by GuaranteeABN 86 131 628 730

INCOME STATEMENTFor the financial year ending 30 June 2010

2010 2009$ $

Revenue 294,691 422,436*Interest income 0 1,118Accountancy, audit & bookkeeping 8,953 6,150Administration expense 8,384 44,601Consultancy costs 253,017 314,568Conferences & member expenses 53,349 43,365Finance costs 1,432 468Insurance expense 8,617 10,774Promotion & marketing expense 24,985 66,536Travel costs 27,361 44,754Website costs 16,110 52,569Operating loss (-) before income tax -107,517 -160,231Income tax expense# 0 0Operating loss (-) after income tax -107,517 -160,231

Capital transferred in from another entity 0 346,486Retained profits at the beginning of the financial year 186,255 0

Retained profits at the end of the financial year 78,738 186,255

* Revenue 2009 - the amount included 18 months of membership subscription fees# THE-ICE is exempt from income tax under section 50-5 of the Income Tax Assessment Act 1997

Financial Statements

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