Marketing

If you want to be found by travellers looking at these key websites TownsvilleNorthQueensland.com.au, Queensland.com, and Australia.com, you must have an ATDW listing. ATDW is a state government-owned and funded ‘digital warehouse’ of listings of tourism business that are distributed to tourism websites and apps. 

CREATE A LISTING ON ATDW

Tourism Australia has a complete guide on listing with the Australian Tourism Data Warehouse that you can access online here or view the downloadable guide here.

This guide shares case studies of businesses using ATDW to increase exposure for their business, and the steps to create and manage your business’ ATDW profile. 

Be sure to link your Google Business listing to your ATDW listing.

Learn how to capture the attention of potential visitors.

This guide teaches you how to write an appealing description of your business that is based on benefits to visitors, and how to capture photos and videos that appeal to travellers. 

• Learn more about ATDW 
• Check your eligibility 
• Create your business listing

HOW TO OPTIMISE YOUR ATDW LISTING

Whether what you offer relates to camping, cycling, scuba-diving, wildlife, or another type of experience, you can learn why certain markets are drawn to that kind of experience, and their motivations for travel. 

These fact sheets provide insights into 4 target audiences (High Yield Travellers, Premium or Luxury Travellers, Working Holiday Makers, and Long Stay audiences), 20 international source markets, and 143 experiences in these categories: 

• Heritage 
• Nature 
• Adventure 
• Sensory (good food and drink, sightseeing and culture) 
• Learning 
• Interests 
• Immersion into local culture

LEARN ABOUT THE FUTURE OF TOURISM DEMAND

As with business planning, strategic marketing planning results in much better and more cost-effective outcomes than an ad hoc approach. 

Develop an understanding of how to plan marketing tactics, and download a simple or comprehensive marketing plan template. 

LEARN TO WRITE A MARKETING STRATEGY AND PLAN

Improve your understanding of effective tourism marketing. 

This page links to a variety of resources such as:

• types of marketing tactics  
• how to write a marketing plan 
• social media basics for tourism businesses 
• videos, worksheets and presentations on social media channels and online marketing  how to leverage the state’s marketing activities.

LEARN HOW TO MARKET YOUR BUSINESS USING SOCIAL MEDIA

Social media builds awareness, inspires travel, generates bookings, and creates customer loyalty.

This is a guide to:

• creating great social media content 
• effective messaging 
• what to include in images  
• elements of an appealing tourism promotion video 
• tips on how to be efficient on social media.

BEST PRACTICES FOR SOCIAL MEDIA CONTENT

An appealing user-friendly website inspires potential guests to book, and makes it easy for them to do so, increasing sales. All of your marketing leads back to your website and its online booking system, so making sure it’s as appealing and effective as possible is essential. 

These articles provide tips for tourism websites, and visual examples of best practice: 

• 3 traveller insights to keep in mind when building a destination website  
• Top 10 tourism website marketing fails and how to fix them (i.e. what to include in your tourism website) 
• How to brief a website development agency
• About Search Engine Optimisation and why it’s important for tourism brands.

Packages of elements such as accommodation, experiences, meals and transport take the guesswork out of travel planning, providing peace-of-mind and simplicity for visitors. 

By doing the planning ahead of time, creating an itinerary, and providing a streamlined service for them, visitors can simply arrive and enjoy their time without any effort or stress – making it easier for them to choose to buy from you.

This brief guide outlines what a package is, how to build an effective package, how to promote a package, and an example. For a deeper dive, check out this comprehensive [Canadian] guide and worksheet on tourism product packaging.