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ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong &
ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong &
ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong &
ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong &
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ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong &
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ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong & Southern China Tourism Australia

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1ANTOR Seminar for Education Bureau 26increase moderately by 0.3% to $90.6
Carmen Tam, Manager Hong Kong & billion next year. Domestic tourism
Southern China Tourism Australia. 1. expenditure is forecast to increase by
2Department of Resources, Energy and 1.8% to $66.9 billion in 2009, while
Tourism. The Department of Resources, international visitor spending is forecast
Energy and Tourism was established through to decrease by 3.6% to $23.7 billion. 26.
the Administrative Arrangements Order 27Tourism spending. It is important to
issued on 3 December 2007 and 25 January remember that domestic travel is more than
2008. Functions transferred from the double the value of international tourism,
former departments of Industry, Tourism and a small increase in the domestic
and Resources; Education, Science and segment can offset a large fall in the
Training; and Environment and Water more volatile international visitor
Resources. Geoscience Australia, the segment. Tourism consumption in Australia
National Offshore Petroleum Safety is projected to reach $108 billion in 2017
Authority and Tourism Australia in real terms, representing an annual
transferred from the former Industry, growth rate of 1.7% over the 2007-2017
Tourism and Resources Portfolio. The period. This projection features a 4%
Department plays an important role in average growth for international visitor
assisting the government to achieve its consumption over the 2007 to 2017 period.
objectives by providing high quality Leisure inbound consumption is projected
advice and services to achieve improved to increase at a lower average annual rate
competitiveness and sustainability of the at 2.6% over the next 10 years, to reach
resources, energy and tourism industries. $20.4 billion in 2017. 27.
2. 28Asia Visitor Arrivals 2008. (Source:
3Department of Resources, Energy and ABS – Overseas Arrivals And Departures).
Tourism. Departmental priorities are based 28.
on the importance of enhancing Australia's 29Asia Visitor Arrivals 2008 (% change).
economic prosperity to ensure that (Source: ABS – Overseas Arrivals And
Australia maintains its international Departures). (Source: ABS – Overseas
competitiveness and responds to the Arrivals And Departures). 29.
increasing globalisation and technology 30Asia - 2 months to February 2009.
developments of the resources, energy and (Source: ABS – Overseas Arrivals And
tourism industries. At the same time the Departures). 30.
Department is working to encourage small 31% change - 2 months to February 2009.
to medium players into these sectors and (Source: ABS – Overseas Arrivals And
shared access to the benefits of economic Departures). 31.
growth. The Department liaises closely 32Why Experiences? Experiences are the
with the private sector, including major drivers and motivators of our target
corporations and business associations. 3. audience. As such, Australia needs to
44. highlight the experiences which best meet
5Tourism Policy. 5. these motivations, and highlight those
6Tourism Compliance and Consumer which distinctively differentiate
Protection, and ADS. While visitors are in Australia relative to the competition.
Australia, they are covered by Australia's This approach will expand the experience
consumer protection laws, which require palette for Australia, generate greater
all businesses to treat consumers fairly. conversation and involvement with the
These obligations include specific destination, increased dispersal and
requirements and compliance initiatives ultimately, higher spend and revenue for
targeted to tourism, notably: the Tourist Australian industry.
Consumer Protection Working Group targets 33The Experience Seeker. Analysis and
tourism industry compliance with research undertaken by Tourism Australia
obligations under Australia's laws to throughout 2005 identified the Global
treat visitors fairly. the China Approved Experience Seeker as Australia's target
Destination Status (ADS) scheme is a mindset audience. These travellers have:
bilateral arrangement between the Chinese High awareness of Australia however poor
and Australian Governments, under which level of knowledge; Need for 'new news';
approved inbound tour operators can and Connect with our people, lifestyle and
provide leisure group travel for Chinese environment. Experience Seekers are, by
tourists. There are also obligations in definition, looking for unique, involving
relation to general business compliance and personal experiences from their
requirements. 6. holidays. Providing motivation regarding
7Tourist Consumer Protection Working Australia’s compelling experiences will
Group. Aim to enhance consumer protection enhance the value of our destination in
for visitors to Australia and to improve the competitive decision-making process.
compliance in the inbound tourism market From a seller and supplier perspective,
with Australia's laws and regulations the additional value created in the eyes
Promotion of consumer information and of this consumer group provides
complaint facilities in a range of opportunity for premium pricing and higher
languages for visitors to Australia. margins.
Tourist complaints are followed up to make 34Aboriginal Australia Aussie Coastal
sure the complaints are addressed Lifestyle Australian Major Cities
effectively. The Tourist Consumer Australian Journeys Food and Wine Nature
Protection Strategy is being led by the in Australia Outback Australia . Key
Australian Government in cooperation with Australian Experiences.
the states and territories and the tourism 35Aboriginal Australia. Connect with
industry. 7. Aboriginal Australia Aboriginal Australia
8Information for Visitors. The is about sharing the world’s most ancient
Australian Government provides extensive living culture, best expressed through
information to help visitors to Australia. art, Story-telling dance, music and the
This information will assist you in land itself.
planning your trip, arriving in Australia, 36Nature in Australia. Discover unique
during your stay, and departing. nature on your doorstep Australia’s vast
Australia's official travel website is a wilderness, ancient landscapes and natural
multilingual site for visitors to beauty are best expressed in colour; the
Australia, provided by Australia's tourism red sandy deserts, the green rainforests,
agency; Tourism Australia. The site is a the white untouched beaches and the rich
portal to a wealth of information on: blue oceans.
visas, getting to Australia, getting 37Outback Australia. Explore our
around in Australia, climate, useful tips accessible outback The outback is
and bookings. Tourism and Travel is the Australia’s heartland; it is Characterised
Australian Government entry point to not only by spectacular colours and
information for: inbound travellers Dramatic landscapes, but also by the
(international visitors to Australia) spirit and resilience of its people, their
outbound travellers (Australian residents communities and lifestyle.
travelling overseas) domestic travellers 38Aussie coastal lifestyle. The
(Australians travelling within Australia). Australian coastal lifestyle is more than
8. just the beach and the surf – it is a way
9Your Consumer Rights. 9. of living. The coast is a place where
10Lodging a Complaint. While visitors family and friends meet, play a game of
are in Australia, they are covered by cricket or volleyball, throw a Frisbee or
Australia’s Consumer Protection laws which have a picnic. With nine coastal World
require all businesses to treat consumers Heritage-listed areas.
fairly. If you believe you have been 39Food and Wine. Indulge in our fresh,
treated unfairly by a business in world class food and wine Australia’s food
Australia and you have not been able to and wine are inspired by fresh, natural
resolve the problem directly with the produce and influences by our
business concerned, you can lodge a multi-cultural society. From our
complaint with a consumer protection spectacular seafood to award- winning
agency in Australia. The following tourist wines.
complaint services operate on an 40Australian Major Cities. Uncover the
Australia-wide basis and automatically unexpected Australia’s major cities
forward complaints to state and territory showcase our young and free- spirited way
fair trading agencies for response. Online of life. Outdoor lifestyle, see Australia
complaint Complaint by phone. 10. in our architecture and fashion,
11Online complaint. 11. experience it in our multicultural
12Complaint by phone. You can lodge a precincts, shops, theatres and bars,
telephone complaint while you are in observe it in our people, taste it in our
Australia by ringing the Australian food and smell it in oceans or bushland.
Consumer Affairs and Fair Trading Hotline 41Australian Journeys. Free to roam
1300 552 263 (local call cost within Travel in Australia is about the journey;
Australia). The call will be automatically the people you meet, the places you see,
forwarded to the fair trading agency in the discoveries and experiences you have
the state or territory from which you are along the way. From the outback to the
calling. If you need an interpreter, coast, Australia offers some of the
please ring the Translating and world’s great journeys.
Interpreting Service on 131 450 (free call 42Let’s have a look at the video.
within Australia). You will need to first 43Sustainable Tourism Case Study. Philip
say the language you require (in English). Island Nature Parks Australia. 43.
You will then be placed in a conference 44
call with a translator. Through the 45Strategic Goal. Phillip Island Nature
translator, ask to have your call Park is dedicated to international
connected to the fair trading agency in excellence in nature conservation and
the state or territory in which your ecotourism and to ensuring that it remains
problem occurred. Please note that a leader in natural asset protection.
consumer protection agencies in each Since its formation in 1996 the Phillip
Australian state and territory generally Island Nature Park Board has been charged
operate between 9:00 am and 4:30 pm (local with responsibility for the conservation
time) Monday to Friday (except public and protection of the Park’s 1,805
holidays). 12. hectares of flora and fauna reserves and
13China Approved Destination Status coastal lands, and the hundreds of
(ADS) Scheme. Approved Destination Status thousands of animals and plants for which
(ADS) is a bilateral tourism arrangement the Park are home. Philip Island Nature
between the Chinese Government and a Park operate four major visitor
foreign destination whereby Chinese attractions at the Penguin Parade, Koalas,
tourists are permitted to undertake Churchill Island and the Nobbies, which
leisure travel in groups to that are visited by more than 600,000 people
destination. The Department of Resources, per year.
Energy and Tourism (the Department) 46Operating Context. A unique
manages the Australian scheme on a day to organisation, which receives no recurrent
day basis. The ADS scheme is an important operational funding from Government.
part of Australia’s inbound tourism Self-funded organisation. Income from paid
growth. Australia was one of the first attractions provides the majority of
western countries (along with New Zealand) funding for ongoing work in wildlife and
to be granted ADS status in 1999 and since land management, research, education, as
then, has hosted over 400 000 Chinese well as allowing capital works programs to
tourists undertaking leisure travel in be undertaken across the Park providing
groups Currently Australia is one of over facilities such as visitor amenities,
130 countries with ADS status. China is walking tracks, board walks and car parks.
Australia’s fastest-growing inbound Have sponsors of a number of key research
tourism market and is forecast to grow at and education programs, as well as
more than 10.3 per cent per annum over the donations to The Penguin Foundation which
next decade, resulting in 955,900 Chinese help to protect the Island’s indigenous
visitors per year by 2017. 13. Little Penguins. Volunteers provide vital
14China Approved Destination Status support for many of their projects. The
(ADS) Scheme. The Australian Government Park also receives funding support from
strengthened the administrative Victorian and Federal Governments on a
arrangements for the ADS scheme in 2005 project-by-project basis for selected
with a range of reforms to ensure Chinese programs and capital works.
tourists receive a quality Australian 47Key Role. The unique structure, roles
tourism experience. At that time, all and operations of the Nature Park mean
existing ADS operators were required to that the organisation is active within a
re-apply for approval, with applications number of different sectors or industries:
also invited from appropriately qualified Environmental and conservation sector
Australian businesses wishing to enter the Research institute sector Commercial
scheme. Applications were rigorously attractions industry Recreation management
assessed, and approved operators are now sector Education and training sector
required to comply with a new ADS Code of Heritage management sector.
Business Standards and Ethics. Australia 48Research Centre. Phillip Island Nature
and China's commitment to fostering the Park employs a team of researchers who
growth of sustainable and quality tourism conduct the most comprehensive research on
was reinforced through the signing, in Little Penguins in the world. In addition,
August 2006, of a Memorandum of the team studies other wildlife
Understanding between the Australian conservation and management issues on
Government and the China National Tourism Phillip Island, Australia wide and
Administration on the ADS scheme. 14. internationally. Penguin Research Little
15Honest Program - 2005. ???? ??????? Penguin research on Phillip Island is 40
???????????????????? ?????? years old!!
????????????????? ?????ADS [????????] 49Penguin Research. Research on land
????? 15. Each night at the Penguin Parade, rangers
16???? count the number of penguins that cross
????????2005?9??2006?9????????????????“??? the beach. Then calculate for the year
”?? ????????????? ????????? (July to June) the average number of
?????????????(?)??·????? penguins to cross the beach each night
?????????????????????????????? over the financial year. In 2007-08, on
17???? ???????????”????”???, average 636 penguins crossed the beach
????????????? ????????????????????? each night. This was exactly the same as
[????????] ADS??? the average for 2006-07 and above the
?[???????????????]????????????????????? long-term average of 538. Breeding success
[????????] ????? [ ????????] ?????????? is monitored at study sites around the
18[ ????????] ?????????? colony. During 2007-08, an average of 1.09
???????????????????????????????????, chicks were fledged per breeding pair,
??????????????????? ??????? ADS above the average for 2006-07 (0.8 chicks
????????????????????????“????”?????? per pair) and the long-term average (0.9
[????????]???????????????????????????????? chicks per pair).
“????”? {?????}. 50Penguin Research. Research at sea A
19??????ADS [????????] ????? challenge for Little Penguin conservation
????????????????? and management is to understand and
??????????????????????????????[????????] protect the local marine environment - the
?????????????????ATE ?ATMC ? sea - where penguins spend most of their
??????????????????????????????(?)????????? lives. New technologies, like 'penguin
?????????????????????????????????????????? link' (which records the nightly arrival
??????? ???????????????????? and departure times and weights of a
??????????????????? {?????}. sample of penguins) and 'time-depth
20???????ADS [????????] recorders' or 'satellite tracking'
?????????????????????? ????????????????? (attached to penguins to record their
??????????????????????? ?????????????, diving behavior and locations) helps to
?????????ADS?????????????????????????????? study the life and times of penguins at
?????????? sea.
?“????”????????????????????????????????? 51Seal Research. Phillip Island Nature
?“????”????? ? ???????????????????????ADS Parks manages Seal Rocks, 2km west of
??????????????????? ?????????????????? Phillip Island. Seal Rocks holds one of
ADS???????????????????????????????? the largest colonies of Australian fur
2121. seals. About 6,000 pups are born there
22Tourism Australia. 22. each November-December, one quarter of all
23Our Mission – Australia the most Australian fur seal pups born each year.
successfully marketed medium to long-haul 52Environment Centre. Wildlife and
tourism destination in the world. Our Role habitat protection The core responsibility
To stimulate sustainable international and of the Environment Team is wildlife and
domestic demand for Australian tourism habitat, protection and enhancement.
experiences through industry leadership Rangers undertake pest animal and plant
and coordination; and to influence the control, reregulate degraded landscapes,
actions of the industry’s tourism and enforce park regulations, assist research
travel marketing. Our Goal Build projects and work closely with community
Australia’s market share of targeted groups. Wildlife rehabilitation of over
travellers through increasing demand. 500 animals per year is undertaken by
24Our Objectives. Organisational dedicated staff in the wildlife hospital.
Increase spend and dispersal of targeted 53Wildlife Hospital. Approach to
travellers and boost arrivals accordingly. wildlife rehabilitation Wildlife
Statutory Under the Tourism Australia Act rehabilitation is defined as caring for
(2004) the functions are: to influence injured, sick or orphaned native animals.
people to travel to Australia, including Wildlife is defined as any animal of a
for events; to influence people travelling vertebrate species, other than humans or
to Australia to also travel throughout fish, which is indigenous the region. The
Australia; to influence Australians to PINP wildlife hospital accepts any
travel throughout Australia, including wildlife from Phillip Island but also
travel for events; to help foster a treats Little Penguins and seabirds from
sustainable tourism industry in Australia; all over eastern Australia. Each year the
to help increase the economic benefits to PINP Wildlife Hospital treats about 150
Australia from tourism. Little Penguins and 300-400 other animals,
25Our Target Markets. Leisure Experience including Short-tailed Shearwaters,
Seekers, including those travelling to Southern Giant Petrels, Possums and
attend major events. Business Events Koalas.
Corporate Meetings, Incentives, 54Education.
Association Conferences and Exhibitions. 55Adopt a penguin. Little Penguins need
School groups Short course English your help! Your class or school has a
students and visiting friends and unique opportunity to play a role in
relatives of international students. helping to protect one of Australia’s most
26Tourism spending. After two years of fascinating creatures – the Little
moderate growth in 2006 (up 3.5%) and in Penguin. By adopting a penguin and
2007 (up 4.3%), total real tourism becoming a member of the Penguin
consumption (or spending) in Australia is Foundation, your school will be
forecast to decrease by 0.9% in 2008 to contributing to research, rescue and
$90.3 billion in 2008. A 1.9% fall in rehabilitation programs helping to protect
domestic tourism spending to $65.8 billion our Little Penguins. There are 3 options
is forecast to more than offset a 2.1% for adoption: Gold class adoption $200
increase (to $24.6 billion) in Silver class adoption $100 Bronze class
international visitor spending. Although adoption $50 All proceeds go to the
most measures for tourism activity are Penguin Foundation are for 12 months and
forecast to decrease in 2009, real tourism are fully tax deductible.
consumption in Australia is forecast to 56Thank You ! 56.
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ANTOR Seminar for Education Bureau Carmen Tam, Manager Hong Kong & Southern China Tourism Australia

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