Changes in the digital world are happening exponentially. The challenge for government tourism offices is to keep up to date with the latest technology and changes, and ensure that online booking systems and marketing activities fully embrace new approaches. Destinations that fail to adopt a leadership digital strategy will not just fall behind, but face the disaster of online anonymity.
Understanding their critical role in ensuring their destination benefits from digital distribution, Australian government tourism organisations (GTOs) have partnered with V3 in delivering TXA specifically designed to seize market leadership reaping short and long-term benefits.
The breakthrough in digital marketing for Australia tourism came in 2008 with V3 and the Australian Tourism Data Warehouse (ATDW) launching Tourism Exchange Australia (TXA), delivering Australia’s first truly open tourism exchange.
By linking tourism providers with distributors in an industry-wide initiative, covering accommodation, tours, attractions, and events, TXA has enabled