Industry, science and resources portfolio

MEASURES AFFECTING OUTCOME 1

There are no measures in the 2001-02 Budget with resource implications for the ATC.

OUTCOME 1 — RESOURCING

Table 2.1 shows how the 2001-02 appropriations translate to total resourcing for the ATC’s outcome, including revenue from government (appropriation) for outputs, revenue from other sources and the total price of outputs. Cell references C1 and E1 show the links back to Table 1.1, the Appropriations Table.

Table 2.1: Total resources for outcome 1 ($’000)

	Estimated actual	Budget estimate
	2000-01	2001-02
	$'000	$'000
Administered appropriations Total administered appropriations	0 0	0 0
Departmental appropriations Output 1 Consumer Marketing Output 2 Trade Marketing	67,122 24,826	70,768 21,138
Total revenue from government (appropriations) contributing to price of departmental outputs	91,948 75%	(C1) 91,906 76%
Revenue from other sources1
Output 1 Consumer Marketing Output 2 Trade Marketing Total revenue from other sources	22,213 8,216 30,429	22,601 6,751 29,352
Total price of departmental outputs (Total revenue from Government and from other sources) Administered capital	122,377 0	(E1) 121,258 0
(Total price of outputs and admin expenses) Total estimated resourcing for outcome 1 1 see Appendix 1	122,377	121,258

2000-01 2001-02 Average staffing level (number) 198 219

OUTCOME 1 — CONTRIBUTION OF OUTPUTS

The ATC promotes Australia internationally as a tourist travel destination. The ATC’s activities are aimed at increasing the number of people who come to Australia; targeting high spending visitors and ensuring that visitors disperse beyond the major gateways of Australia.

The ATC has two outputs, which incorporate the following activities:

1. 
   Consumer Marketing which promotes the strategic development and implementation of Brand Australia. The ATC promotes Brand Australia in a number of innovative ways: television, cinema, print and outdoor advertising, the Internet, media relations, public relations and by hosting international journalists in Australia. The ATC also provides information for travellers in both printed and electronic form.
   
2. 
   Trade Marketing which facilitates the communication of timely, relevant international trade market intelligence to the inbound industry; provides effective opportunities for industry participation in trade events; undertakes product and segment development in conjunction with ATC regions, state and territory tourism organisations, inbound tour operators and the Meetings, Incentives, Conventions and Exhibitions (MICE) industry; and maximises tourism opportunities through the Destination Australia Marketing Alliance and Team Australia activities.
   

The ATC has a statutory requirement to promote the principles of ecologically sustainable development and seek to raise awareness of the social and cultural impacts of international tourism in Australia. These activities are integrated into both of the Consumer Marketing and Trade Marketing outputs. The ATC works with government and industry partners on the achievement of this objective. The ATC also undertakes ongoing research into community attitudes to the social, cultural and environmental impacts of international tourism.

The ATC’s outputs of Consumer Marketing and Trade Marketing are therefore interlinked to the outcome:

“The number of visitors to Australia from overseas will increase and the benefits to Australia from overseas visitors will be maximised, including benefits from employment, while Australia will be protected from adverse environmental and social impacts of international tourism.”

Table 2.2 provides information on the strategies chosen to deliver the ATC’s outcome, and shows the links between the outputs and the outcome. Achievement of planned performance will be reported in the ATC’s 2001-02 Annual Report.