Class: Due date:
ACTIVITY 1.1 - WHAT IS TOURISM?
TASK A - Why Travel?
20 possible things that may influence your decision to visit there:
TASK B - Defining tourists & tourism
Who is a tourist?
What is tourism?
ACTIVITY 1.2 - THE TOURISM SYSTEM
TASK A - Why do tourists travel?
Why do people travel to Queensland?
(Use the 'Queensland Data Sheet' to find out why.)
TASK B - Planning & preparing for travel
Apart from the Tourism Queensland website, where else could you gather
information about Queensland as a holiday destination?
What things might you consider before you travel?
TASK C - Using data on origin regions:
Circle the correct answer:
1. In 2008, the highest number of visitors in Queensland were from:
(a) Intrastate (ie from within Queensland)
(b) Interstate (ie from other states in Australia)
(c) Overseas (ie from outside of Australia)
2. In terms of domestic visitors only, the highest number of visitors to Queensland
in 2008 came from:
(a) Other Interstate
(b) New South Wales
3. Now looking at international visitors only, the country which generated the most
visitors to Queensland in 2008 was:
(b) United Kingdom
(d) United States of America
(e) New Zealand
4. Between 2007 and 2008, visitors from which of the following countries increased
(a) New Zealand (e) United Kingdom
(b) United States of America (f) Other Europe
TASK D - Queensland's destination regions
Firstly, using the information in the map, what travel itinerary would you plan (i.e.
where would you visit first, then where would you go? And then where? How long
would you stay at each place? What would you do at each place?)
What else does the map tell you about Queensland as a place a visit? (eg
geographical features, distance between cities, potential travel routes, etc.)
TASK E - Where do people visit in Queensland?
1. In 2008, which of the following Queensland regions attracted the highest number
of domestic (overnight) visitors?
(a) Gold Coast
(c) Tropical North Queensland
(d) Sunshine Coast
(e) Central Queensland
2. In 2008, which of the following Queensland regions attracted the highest
number of international visitors?
(a) Tropical North Queensland
(d) Gold Coast
(e) Sunshine Coast
TASK F – How the sectors interact
Form seven teams, each one representing a sector of the tourism industry.
Firstly, in your team discuss the services offered by your sector, including:
• the nature and extent of services offered by your sector;
• examples of businesses/organisations which operate within your sector;
• the nature of the relationship between the sectors and organisations.
Secondly, with the other six teams, use monopoly money to follow a set of
transactions showing the flow of money from one sector of the industry to another
(and possibly to different types of tourism businesses within each sector).
(Visit the Resources page to download some 'money' which you can print out and
use in this task.)
Thirdly, draw a diagram which illustrates your results.
Write your observations here:
Task G – Investigating distribution systems
Travel distributors allow tourism businesses to broaden their customer base far
beyond the reach of their individual limited marketing budgets. Travel distributors
can also provide insights and advice on markets and suggest changes or
improvements to products.
Distribution channels and consumer booking and purchasing behaviour vary from
market to market. Tourism businesses therefore need to understand the structure of
the distribution system specific to their target market(s) and the relationships
between companies within the distribution system.
As seen in the previous Task F, the travel distribution system has traditionally been
very structured with clearly defined functions for each role in the chain. In other
markets a structured system has not developed.
As internet technology and company mergers transform the tourism industry, there is
an increasing amount of cross-over in the roles and functions of various sectors of
the distribution system. Many traditional travel distributors are also taking an online
approach and there has been an increase in online retail and wholesale websites.
Businesses are adopting a more integrated approach, often engaging a mix of
distribution partners and processes to ensure the most effective way of reaching
their target consumers.
Tourism Australia promotes Australia in 23 markets, including established markets
such as United Kingdom, Germany, Japan, New Zealand, United States of America,
Korea and China; growth markets such as Ireland, Canada, Singapore, Malaysia,
Hong Kong, Taiwan and India; and the emerging markets of Thailand, Gulf
Countries, Netherlands, Switzerland, Austria, Italy, France and Nordic.
In order to understand how the distribution system works, it is vital to know the
function of each role.
Using the Tourism Australia website, research and describe what functions
each of the roles have in an inbound tourism distribution system.
Then, in teams of two, select one of the above underlined origin markets and
research its specific distribution system, summarising your results in a
diagram. (If there are two or more teams, share each team’s results and
compare the distribution systems.)
Inbound tourism operators:
Retail travel agents:
Meeting and Incentive planners:
Origin market: …………………………….
Distribution system (diagram of):
TASK H - Travel itinerary
Pretend you are a travel agent. Construct an itinerary for a client who would
like to visit Queensland. Ensure that the itinerary involves activities from each
sector of the tourism industry.
Form teams consisting of two people. Pretend that one team member is the
client and the other is the travel agent. The travel agent asks the client some
key questions and using the answers to these questions, prepares the
With your partner, list in order, some of the important questions to be asked in
planning a holiday in Queensland. Use the Queensland Holidays website
http://www.queenslandholidays.com.au/index.cfm to help you complete this Task.
Once you have some idea of what your client wants to see and do in Queensland,
click on the Queensland Holiday web site to select your holiday ideas:
In addition to researching Destinations, Accommodation, Things to see & do, Events
and Holiday deals and Experience Queensland use the Travel Info and Travel tools
to further assist your decision making and planning.
The Travel Package tool will allow you to collect all your selected holiday ideas and
assist you to present options to your client.
An itinerary should include transportation (including departure and arrival
times), destinations and for each destination - accommodation details,
activities (e.g. tours, attractions, recommended shopping and dining etc), your
contact details and client details, and should be displayed in sequential order
on a daily basis over the holiday period.
Draw up a template to compile these details or ask your local travel agent for
examples of itineraries.
Whilst the travel itinerary is central to planning a holiday, there is additional
information which is also useful for visitors. Look on the Queensland Holidays web
site for examples of additional information which you could include in your travel
package. e.g. Health & safety/Travel tips/Maps/Brochures/Visitor Information
Now swap roles to ensure that each team member plays both parts - the travel
agent and the client.
TASK I - Tourism organizations and their roles
Complete the following sentences.
1. …………………………………. is a national, advocacy group representing the chief
executives of the major corporations and institutions in Australia's tourism and
transport industries. Members' interests span tourism, transport, investment,
property development, leisure, retail, hospitality, education, technology and major
2. The Department of ……………………………., through the Tourism Strategy
Section assists the Queensland tourism industry to grow and develop in a
responsible and sustainable manner and to help stimulate business investment and
job creation. It works closely with Tourism Queensland and industry groups.
3. ……………………………….…….. are responsible for regional marketing and
assistance in the development and management of tourism in Queensland. There
are presently 14 of them in Queensland’s tourism regions. Queensland's RTO
network is widely regarded as one of the most influential tourism networks in
4. …………………………………….. is the Australian Government agency
responsible for international and domestic tourism marketing, as well as the delivery
of research and forecasts for the tourism sector.
Established on 1 July 2004, it
brings together the collective skills and knowledge of four previously separate
organisations - the Australian Tourist Commission; See Australia; the Bureau of
Tourism Research (now Tourism Research Australia) and the Tourism Forecasting
Council (now Tourism Forecasting Committee).
5. The …………………………………is a national tourism database that stores
tourism product and destination information. This content is distributed through a
broadening network of over 40 travel web sites, including Tourism Queensland’s
consumer website www.queenslandholidays.com.au , Tourism Australia’s
www.australia.com and Regional Tourism Organisations’ sites.
6. …………………………….is a statutory authority established in 1979, under the
jurisdiction of the Minister for Tourism. It works in conjunction with industry,
government and the community, to deliver the Queensland Government's tourism
program. Its key roles extend to destination management, industry and market
development, international and domestic marketing and tourism policy. It works
closely with the state's 14 regional tourist organisations (RTOs), which collectively
represent approximately 5,700 Queensland operators.
7. The ………………………is the peak industry body for tourism in Queensland,
representing the interests of the tourism industry, including business operators from
all sectors of the industry and professional service providers. It works closely with
key government agencies, Ministers and officials to obtain the best deal for tourism
and is responsible for the co-ordination of the Queensland Tourism Awards for
excellence, trade shows, conferences, industry forums and the Tourism and Local
Government publication and web site.
8. ……………………………… is the primary national organisation for Indigenous
tourism within Australia. It provides leadership and a focus for the development of
Aboriginal tourism, consistent with Aboriginal economic, cultural and environmental
9. The mission of the ……………………………………… is the development and
management of intellectual property (IP) to deliver innovation to business,
community, and government enhancing environmental, economic and social
sustainability of tourism – one of the world’s largest, fastest growing industries.
10. The ………………………… is a specialised agency of the United ations and the
leading international organisation in the field of tourism. t serves as a global forum
for tourism policy issues and a practical source of tourism know-how. It is an inter-
governmental body for the promotion and development of tourism with a
membership including 150 countries and territories and more than 350 affiliate
members representing local government, tourism associations and private sector
companies, including airlines, hotel groups and tour operators.
YOU HAVE FINISHED PHASE 1!