LOS ANGELES -- Australia's Tourist Commission has been restructured
and renamed Tourism Australia, in an effort to better market the
country's tourism industry, according to Joe Hockey, Australia's
minister for small business and tourism.
The new organization, which will have a combined budget of about
$388 million over the next four-and-a-half years, brings together
four separate entities responsible for marketing Australia as a
tourist destination: the Tourist Commission, See Australia, the
Bureau of Tourism Research and the Tourism Forecasting Council.
The Tourist Commission's managing director, Ken Boundy, will
head Tourism Australia until the group's board of directors names a
successor. Former deputy prime minister Tim Fischer was appointed
the group's chairman of the board.
"Tourism Australia brings together all the major firepower of
the Australian federal government's tourism research and marketing
organizations under one body," said a Tourism Australia
Said Boundy: "Tourism is growing in importance as an economic
driver in Australia and is particularly important for the country's
regional development. The formation of Tourism Australia
consolidates Australia's tourism marketing functions into one
organization and will introduce a framework that will allow our
industry to grow and prosper. The result will be more streamlined
marketing, a reduction in duplication of effort and increased
return on investment for the Australian tourism industry."
To contact reporter Jorge Sidron, send e-mail to [email protected].