Benchmarking National Tourism Organisations and Agencies. Understanding Best Practice

Cover......Page 1
Benchmarking National Tourism Organisations and Agencies......Page 4
Contents......Page 6
Abbreviations......Page 8
Measures Used in Tourist Statistics......Page 10
Symbols and Abbreviations Used in Tables......Page 12
Exchange Rates Used Throughout the Report......Page 14
List of Figures......Page 16
List of Tables......Page 18
Preface......Page 22
Benchmarking: A Range of Approaches......Page 26
Increasing Signs of Disengagement......Page 30
A Changing Political and Socio-Economic Climate......Page 31
The NTA as a Co-ordinator and Catalyst......Page 32
Selling the Country Brand......Page 33
Brand Building by other Media......Page 34
2002 Comparisons......Page 36
2003 was Generally a Difficult Year......Page 37
Purpose of Travel......Page 39
Ownership and Links with the Regions......Page 42
NTO Budgets......Page 43
Tourism Australia (Europe) — A Case Study of an Overseas Representative Office......Page 52
Evaluating NTO Performance......Page 57
In Conclusion — A Matter of the Right Balance......Page 58
The Case Studies......Page 60
Australia’s Recent Tourism Performance......Page 62
Organisation of Tourism in Australia......Page 66
The Australian Tourist Commission......Page 76
Role and Activities......Page 79
Rationalising Marketing Partnerships......Page 81
Marketing to the Trade......Page 84
Canada’s Recent Tourism Performance......Page 92
Organisation of Tourism in Canada......Page 99
Canadian Tourism Commission......Page 100
Launch of New Website......Page 111
Understanding the NTO Presence — The Canadian Tourism Commission in London......Page 114
Current Focus of Activities within the UK Office of CTC......Page 115
Building Industry Partnership through Directed Marketing......Page 116
France’s Recent Tourism Performance......Page 122
Organisation of Tourism in France......Page 126
Maison de la France......Page 130
International Tourism......Page 146
Domestic Tourism......Page 149
Organisation of Tourism in Ireland......Page 150
Tourism Ireland......Page 154
The Netherlands’ Recent Tourism Performance......Page 164
Organisation of Tourism in the Netherlands......Page 168
Netherlands Board of Tourism and Conventions (NBTC)......Page 171
New Zealand’s Recent Tourism Performance......Page 186
Organisation of Tourism in New Zealand......Page 191
Tourism New Zealand......Page 193
South Africa’s Recent Tourism Performance......Page 210
Organisation of Tourism in South Africa......Page 214
South African Tourism (SAT)......Page 218
Spain’s Recent Tourism Performance......Page 232
Organisation of Tourism in Spain......Page 235
Turespaña......Page 239
Structure......Page 252
E-media/Customer Relationship Management (CRM)......Page 253
Partnerships......Page 254
Building Credibility with Industry......Page 257
Building the NTO Team and NTO Internal Communications......Page 259
Building Brand and NTO Marketing Commitment......Page 260
Using the Media to NTO Advantage......Page 261
Business and MICE Tourism......Page 262
Benchmarking Now and in the Future......Page 263
References......Page 264
Author Index......Page 270
Subject Index......Page 272