Philausophy Lesson
The Venture Magazine|December 2019 - January 2020
Tourism Australia managing director PHILLIPA HARRISON talks to venture about the country as a luxury destination, unique experiences, and what's next
Damien Martin
Philausophy Lesson

Rare, unique, exclusive. That’s how Tourism Australia managing director Phillipa Harrison describes luxury. Those words also describe the destination she markets to a T.

“Australia has its own genuine style of luxury,” she told VENTURE, “that is reflective of our spectacular natural environment, our exceptional food and wine offering, and our people.”

That’s been enough to attract more than 9 million international visitors on an annual basis, pumping $44 billion into the economy. Add domestic travellers to the mix, and you have $122 billion worth of economic impact and direct employment for more than half a million Australians.

Given such a spectacular canvas to work with, it might seem Tourism Australia’s job is easy. But with fierce competition from emerging destinations for the attention of high value travelers, Harrison and her team have their work cut out for them. This is how they do it.

Signature Experiences

As a previous Tourism Australia campaign said, there’s nothing like Australia. To that end, they highlight Signature Experiences that are uniquely Australian and showcase the diversity of life Down Under. The eight signature collections represent 180 members providing more than 700 experiences across all states and territories.

“These collections include luxury lodges, guided walks, great golf courses, fishing, wildlife, wineries, outstanding cultural attractions and exceptional Aboriginal experiences,” Harrison said, “All delivered with a warm, uniquely Australian style of service.”

Denne historien er fra December 2019 - January 2020-utgaven av The Venture Magazine.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra December 2019 - January 2020-utgaven av The Venture Magazine.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA THE VENTURE MAGAZINESe alt
How To Clean Up - Sanitary Franchises To Invest In
The Venture Magazine

How To Clean Up - Sanitary Franchises To Invest In

It’s a tangible part of this new world we’ve entered after emerging from lockdown. You can smell it in corridors and in shops, and it’s a selling point for hotels reopening. Cleanliness is godliness now, and there is a high demand for sanitary services for the foreseeable future. That makes a cleaning franchise a promising business opportunity. These companies offer it.

time-read
2 mins  |
July 2020
Outsourcing: The Next Generation
The Venture Magazine

Outsourcing: The Next Generation

Cloudstaff is helping businesses meet their staffing needs with ease, speed, and wallet friendliness

time-read
5 mins  |
July 2020
SOFT OPENING - CONSUMER CONFIDENCE A KEY FACTOR IN RECOVERY
The Venture Magazine

SOFT OPENING - CONSUMER CONFIDENCE A KEY FACTOR IN RECOVERY

As states and territories reopened their economies in various phases throughout May and June, it became clear that simply being open is not enough to get firing on all cylinders again. First, there are safety regulations limiting how many patrons a business can serve at a time. Just as important is consumer confidence. If shoppers don’t feel safe visiting a business, they’re not going to, and there’s no forcing them. Some services requiring intimate personal contact have an even harder time with this. Just because someone can get a massage doesn’t mean they’re comfortable with it.

time-read
3 mins  |
July 2020
The PERFECT PAIRING
The Venture Magazine

The PERFECT PAIRING

YOUNGSTER.CO MATCHES TEENS WITH ELDERS TO EXCHANGE TECH KNOW-HOW AND TIMELESS WISDOM

time-read
5 mins  |
July 2020
THE PRICE OF NEWS
The Venture Magazine

THE PRICE OF NEWS

Australia aims to make tech giants pay remuneration to traditional media

time-read
5 mins  |
July 2020
NO CLEAR PATH
The Venture Magazine

NO CLEAR PATH

RELATIONS WITH CHINA HAVE DETERIORATED, BUT THEY CAN’T REALLY BE ABANDONED

time-read
4 mins  |
July 2020
ON THE RESTART
The Venture Magazine

ON THE RESTART

Technology road map lays out vision of energy future for recovery and beyond

time-read
3 mins  |
July 2020
COMING OUT OF OUR CAVES - LIFE IN PUBLIC AS RESTRICTIONS EASE
The Venture Magazine

COMING OUT OF OUR CAVES - LIFE IN PUBLIC AS RESTRICTIONS EASE

The pubs reopened to great rejoicing and some free beer as coronavirus restrictions eased across Australia, although unfortunately, it was too late for millions of litres of suds that had to be tipped down the drain. It was strange to be out, but it felt good once you got used to it. Rules vary by state and territory, but over the past several weeks, Aussies have been able to dine out, go to holiday homes, and gather in small groups once more. Lockdown isn’t lockdown anymore, but that doesn’t mean “normal” is back. Here’s where things stand.

time-read
2 mins  |
July 2020
The Venture Magazine

IN THE SHADE OF A TRILLION TREES

What reforestation means for Australians

time-read
3 mins  |
March 2020
The Venture Magazine

RISKY BUSINESS

IT’S HALF-PAST TIME TO KILL YOUR ORGANISATION'S OUTDATED RISK MANAGEMENT AND ASSESSMENT TOOLS. 6CLICKS IS HERE TO HELP.

time-read
8 mins  |
March 2020