The Tension Between National and State Tourism Boards, In One Chart
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Raise you hand if you, the tourism industry professional, see yourself in here. Almost guaranteed you do.
A "Situational Analysis" report (PDF link) from Tourism Australia earlier this year had a detailed review of how Australian tourism product is distributed and perceived internationally, and how it needs to market the brand and its offerings in the future. The report, compiled together with the help of PricewaterhouseCoopers, had a chart that caught our eye, and speaks to the larger tension between country tourism boards, the the regional/state boards trying to attract visitors beyond the headline offerings.
This chart below is how Tourism Australia (TA) spends its total marketing budget, versus how the state tourism organizations (STOs) spend their
