A new approach from the ATC

The Managing Director of the Australian Tourist Commission (ATC), Mr Ken Boundy, today released the outcomes of an organisational review aimed at changing the way the ATC does its business to maximise the benefit to Australia of inbound tourism.

Mr Boundy said the outcomes involve the formulation of a new management structure and a change in the ATC's emphasis, approach and style.

"The new structure and approach will result in an ATC that delivers a greater benefit to its stakeholders through better communication, consultation and operating efficiencies," Mr Boundy said.

"The review was driven by the need for clear vision for the ATC in the post-Olympic period and the need to deliver a rational and financially appropriate structure to achieve the vision. The need to enhance the ATC's relationships with relevant external stakeholders, particularly State and Territory tourism organisations, is also evident.

"While the ATC has done an excellent job of increasing the awareness in international markets of Australia as a destination, the feedback received during the consultations indicated that it had become out of touch. From here on in, our driving focus is to be respected by our stakeholders for the value we add to inbound tourism.

"There's also a need for the ATC to look beyond simply the number of people who come to Australia. The ATC will be placing a greater emphasis on the impact of its work in terms of sustainable tourism development, yield and the economic value of tourism.

"We also have to keep brand development in perspective. While important, Brand Australia is not an end in itself. The ATC will turn the power of the brand and the insights it obtains about consumers into real business opportunities for the industry.

"Under the new arrangements, the ATC now has a strategic direction with which the resources and processes of the organisation can be aligned. Just as the culture needs to change, success will require change in structures, systems and communication.

"The review has identified key areas for further investigation. Critical to the success of the new approach is external relationships. There will be an increasing commitment to engaging and working in open, transparent and productive partnership with its broad range of stakeholders," Mr Boundy said.

Mr Boundy also announced the ATC's six new program areas and the appointment of the first three of six new Executive General Managers who will lead the organisation.

The six Executive General Manager (EGM) positions are based in Sydney and cover:

- Asia and Japan (including Korea and the Middle East) - responsible for all operations in each country.

- Europe and The Americas (including New Zealand) - responsible for all operations in each country.

- External Relationships - responsible for industry relationships, business and segment development, government and corporate affairs and aviation.

- Organisational Development - responsible for change and development; planning and evaluation, human resources and team development and internal communications.

- Marketing Services - responsible for research, direct marketing, international media, marketing support, brand development and trade events.

- Corporate Services - responsible for finance, administration, risk management, IT services and eSolutions.

The new EGM appointments and go forward processes are:

- Ms Lyndel Gray, formerly the Regional Director for the Americas has been appointed to EGM Europe and The Americas.

- Mr Richard Beere, formerly Regional Director for Asia has been appointed to the position of EGM Asia.

- Mr John Hopwood, formerly Manager, Business Services, has been appointed EGM, Corporate Services.

- The three vacant EGM positions will be filled through an external recruitment process with positions advertised on 14 September 2001.

- Applications from existing members of the ATC team for the new positions have been encouraged.

- It is envisaged that all EGM's will be in place by the beginning of November. Following their appointment, work will commence on the structure under the six program areas and this is envisaged to be in place in January.

"Until all of the appointments are in place, it is business as usual and the industry both in Australia and internationally is advised to continue dealing with people that they normally deal with," Mr Boundy said.