Victorian Tourism Online

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Victorian TourismOnline

• Chris Bate
• Manager Tourism Online
• Tourism Victoria
• 9 May 2000

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Objectives
Objectives

• To establish Tourism Victoria as Australias
  leading destination e-Marketer
• To aggressively promote Victoria/Melbourne
  on-line
• To maintain and further strengthen Tourism
  Victorias partnerships with key industry players
  through online joint marketing
• To provide leadership in on-line marketing to the
  industry and actively encourage Victorian product
  to embrace on-line marketing and e-Commerce

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VTO ProgramBackground, Status and Plans
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Project Partners
Selection of PROJECT PARTNER(S) not PROJECT
SOLUTIONS
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Partners

• Content
• Content collectors to be developed
• Technology
• TIAS
• WSA Online
• Booking
• Negotiations still to be finalised

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Interim site developed

• Old site run down
• inconsistent look and feel
• relatively little content
• Interim site to be launched 16 May 2000
• increased content
• consistent look and feel
• lessons learned for major build

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VTO Program Rollout
Content Building Your Participation
visitmelbourne.com
Anticipated release date of new site
Fully Operational
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Associated Programs

• Communication
• provide information
• build industry commitment
• Training and Education
• industry development
• Infrastructure

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Communications

• Brochures Bulletins
• Forums - metro regional
• Internet Site Updates Feedback
• Industry Newsletters
• Interim Website Launch
• Ongoing Industry consultation

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Industry Education Training

• Industry Survey Completed (use of technology)
• Training Needs Consultancy
• Industry Organisation Partnerships
• HMAA
• CVTC
• VTOA
• MMV

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Supplier Survey

• Aim Gain a snapshot of the tourism industry
  online and the education/training needs
• Surveys were distributed to over 6,000 industry
  operators
• Over 1,400 completed surveys were returned,
  representing over 25 response

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Full Time Staff

• Industry dominated by SME operators
• VTO Target

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Amount Spent on
Online Distribution
- Online per annum -

• Almost half of all operators spend/plan to spend
  less than 150 per year on online distribution

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Business Technology Use
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Own Web Site

• Almost half of all operators have a website, a
  further 34 plan to have one within 2 years

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Type of Web Site

• Almost 70 of websites are dedicated sites

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Internet Understanding

• Majority of industry have a basic knowledge of
  online technology

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Infrastructure

• Visitor Information Centres
• Key information collection node
• Industry support
• Broadband access
• High speed data access
• Internet Service Provider access
• Local call access

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Participation Model
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Optional Add-ons
LEVEL 3 Listing on the NTDW 100 pa
LEVEL 4 Link to TV National Tactical
Campaigns (must be accredited) 200 pa
LEVEL 5 Improved Search Priority 100 pa
LEVEL 6 Additional Pages (eg 4 page site)
500-1000 pa
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