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Digital transformation in government: Tourism Australia case study

Digital transformation in government: Tourism Australia case study | The Insight Files | Scoop.it

Getting public sector digital transformation right requires two things:

 

  1. A partnership-oriented approach to embracing disruption.
  2. 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.

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Tourism Australia starts digital transformation

Tourism Australia starts digital transformation | The Insight Files | Scoop.it

Tourism Australia has launched the first iteration of www.australia.com, with the help of creative tech agency DT, as it starts its digital transformation with the launch of a new Australia.com platform. The site - which was 18 months in the making - has now been fully unveiled, featuring a range of personalisation and best-practice user functions to enable travellers to search, filter and share travel experiences more easily. The site, which includes more than 700 pages of tourism information, is available on all devices in 11 languages. It also includes a new crowd-sourcing feature on the homepage, called 'Chase the Sun,' for which local photographers capture time lapses of the sun in various spots in the Australian countryside. The tool will remain on the site as an ongoing platform to crowd-source unique portraits of Australia. To develop the strategic approach, DT worked with Tourism Australia for more than six months on defining the vision and developing the model, as well as building research around the habits of travellers in both Western and Eastern markets, and how they seek travel information online.

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