Getting public sector digital transformation right requires two things:
- A partnership-oriented approach to embracing disruption.
- A focus on inclusiveness of digital citizenship.
This article details Tourism Australia's digital transformation journey which began in 2014, making splashes with the relaunch of Australia.com in 2015 and the launch of a virtual reality campaign focused on Australia's beaches and coastal regions in 2016. The results: record setting years for number of travellers, total visitor spend in Australia and number of jobs in the tourism sector. The global travel industry has been highly prone to disruption. Ensuring Australia is continuously positioned to benefit from these disruptions has been a key area of focus.