Tourism Intra

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(No Transcript)
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Tourism Intra Inter Communications

• Say it loud. Say it proud
• Public Sector Perspective!

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Bill Calderwood

• Chief Executive
• Tourism TNQ

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What is communication

• Communico Latin for share
• Sharing is all about partnership

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Tourism is a people industry that depends on
partnerships

• Partnership with the community
• Partnership with the industry
• Partnership with public sector government at all
  levels

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Tourism and the public sector?

• What has the public sector got to do with
  tourism?
• Why tourism is important to governments and the
  community
• The role of government in tourism.
• How to work the government
• How successful are we?
• Where we need to improve

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What has the public sector got to do with tourism
anyway?
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Tourism needs the public sector to be a partner.
A vital partnership

• We cannot do it without the cooperation of
  government
• Funds
• Infrastructure investment
• Policies permits
• Services
• Public private development partnerships

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Public and private sector in partnership in world
heritage areas

• Great Barrier Reef
• Wet Tropics Rainforest

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The Great Barrier Reef
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Skyrail in the Wet Tropics
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Why tourism is important to governments and the
community

• It is big business
• It is everyones business
• It delivers benefits

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Tourism is big business!
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What are the messages tourism needs to deliver?
The benefits!

• It creates Jobs
• It alleviate poverty.
• It provides infrastructure
• It provides purpose and training
• It can assist in protecting the culture and
  heritage
• It is an ally of the environment..
• It can be a catalyst for peace

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The role of government in Tourism

• Is government an ally or an adversary?
• Does the plus side outweigh the
• downside?

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The plus side.

• Funding promotional campaigns
• Infrastructure development
• Regional development
• Consumer protection legislation
• Services
• Access to protected area partners.

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The downside of government actions

• Travel advisories
• Taxes
• Permits
• Visa
• Bilateral negotiations
• Foreign policy
• Too much government

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Partnership will deliver more plusses. So what is
required

• Two way and effective communication
• Mutual respect
• Each partner must know their role and compliment
  each other
• Decisions taken only after weighing up the impact
  on other partners of your action.

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Effective communication with the public sector

• Tourism bodies must be objective and
  professional advocates with well researched
  positions which deliver benefits to all parties
• The community
• The government
• The industry

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Communication improves when we know the pressure
points

• What message gets their attention?
• Reaching the right people
• Using the strategies which hit the
• mark?

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The messages the public sector want to hear

• Employment
• Regional development
• Indigenous community development
• Export sales

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So what is it that the public sector wants?

• Outcomes which drive their agenda
• Wins they can celebrate.
• Good news stories.

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The influencing agents

• Ministers
• Advisors
• Friends of tourism
• Different layers of government
• Government and opposition.
• The lobbyist.
• Industry associations
• Academics researchers

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Successful strategies in dealing with the
government.

• Share the ego.
• Dont go public at first if in disagreement
• Work behind closed doors.
• Have a reason that is in the governments
  interest.
• Research and develop position papers that the
  govt can use
• Have the community on your side

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So what does go on behind closed doors between
friends?

• Compromise and resolution is best achieved away
  from the public debate.
• The politics of the decision can be discussed
  and used to advantage.

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So how good are we in dealing with the public
sector?

• We are not good at getting our message across
• We are sending mixed messages
• We seem pre-occupied with chasing funds
• We are fragmented

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Where must our communication improve?

• Getting community support
• Correcting weaknesses
• Focus on what you can influence

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Getting community support

• Consultation, communication and coalition.
• The need for a profiling campaign

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Correcting our weaknesses

• Getting organised
• Becoming united
• Using controlled persuasion not aggression
• Being in control of your destiny
• Choosing the right spokesperson
• Consistency in your message
• Developing definitive policy positions
• Embracing fearless advocacy

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Affecting our destiny

• Concentrate on our sphere of influence and not on
  our sphere of concern

• Common interest
• Safety
• Law order
• Free flow
• Peace

• Concerns
• Terrorism
• War
• SARS

• Influence
• Policy
• Free access
• Development
• Protection of C,H,E

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PATA the voice of the industry?

• Need for more effective advocacy
• Define the industry position
• An authoritive voice
• Influencing the agenda

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• SAY IT LOUD
• SAY IT PROUD