MKT01760: Proposal for Tourism Plan Addressing Brexit in Australia

This discussion paper addresses the impact of Brexit on the Australian tourism industry and proposes a new tourism plan to mitigate its adverse effects. It begins by outlining the author's role within Tourism Australia and the internal and external influences affecting the agency. The paper then provi...Read More

Running head: TOURISM MANAGEMENT
TOURISM MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Position statement......................................................................................................2
2. Background context...................................................................................................3
3. Statement of need.......................................................................................................6
4. Scope of the proposed plan........................................................................................9
5. Proposed process......................................................................................................11
References....................................................................................................................13

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1. Position statement
I am a part of the tourism related organization of Australia named Tourism
Australia.
The major role which is played by the agency is based on the ways by which the
international tourists towards Australia. The organization is mainly based in Sydney and is
able to attract the tourists with the help of its proper advertising based activities (Amelung
and Nicholls 2014).
Role played by the company in tourism sector
The organization operates in an active manner by performing different activities that
include, PR, media programs and advertising. This is a process which helps the company to
attract tourists from all over the world.
Internal and external influences on the business
The internal influences that are able to affect the operations of the company mainly
include the types of employees who are a part of its activities. The external influences on the
other hand are based on the changes that can take place in the environment (Baum 2015).
Goals and objectives of the issue which is being addressed in analysis
The issue that will be addressed with the help of the proposal in the discussion paper
is based on the changes that have taken place in the Australian tourism industry after the
implementation of Brexit (Baum et al. 2016).
Ways by which the plan can address the issues
The plan which will be proposed with the help of this discussion paper is mainly
based on the analysis of different stakeholders who can be considered to be important parts of

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the operations of Australian tourism industry. The different factors which are able to affect
the tourism industry will thereby be an important part of the discussion paper that will be
developed further (Bishop and Clegg 2018).
2. Background context
Opportunities and issues faced by the tourism sector of Australia
Opportunities – The proximity of Australia to the growing and emerging areas of the
Asia is a major opportunity to the industry. The low cost based carriers are also able to act an
important factor in order to offer opportunities to the industry. The investment that is being
made in the regional areas are less as compared to the international areas that can provide
growth opportunities to tourism based activities. The economic value of tourism is also quite
likely to increase in the next few years due to the fall of Australian Dollars. The affordability
of tourism in the country has also increased in the past few years. The travel related budgets
of the tourists or travellers is able to provide effective levels of opportunities to the industry
of Australia (Char-lee, Becken and Watt 2016).
Threats – The US based debts have been able to affect the industries all over the
world including the tourism industry as well. The tourism based law which has been
implemented in China was also an important part of the effective operations of the sector.
The implementation of Brexit is a vital part of the ways by which the Australian tourism
industry can be affected. The travel based plans of the UK tourists has been reduced after the
implementation of Brexit. The travel of UK visitors has been reduced after the exit of the
country from the European Union (De Grosbois 2016).
The major geographic focus of discussion

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The major geographic focus that has been considered for the discussion is Australia
and the tourism based industry of the country. The ways by which implementation of Brexit
is able to affect the industry in an adverse manner will be analysed in the paper in an effective
manner. The changes which have thereby taken place in the exchange rates and EU GDP are
important parts of the focus which has been considered in the discussion. The tourism based
industry is thereby considered to be highly growing in nature (Downer 2018).
Income and employment based issues that are relevant
The tourism industry of Australia is able to contribute more than 47.5 million Dollars
to the GDP of the country. The industry has also employed more than 500,000 people which
can be considered to be around 5 percent of the total employment rates. The export based
earnings that have been made by the industry are more than 30.7 billion Dollars that can be
considered to be 9.6% of the total export based receipts of the industry. The visitor based
expenditure which has been earned by the industry was 116.7 billion dollars. The industry is
also known to support 270,000 tourism based organizations (Fyall 2018).
Major drivers of the issue
The major driver of the issues which can be faced by the industry is based on the
implementation of Brexit in Europe. The exit of the United Kingdom from European Union is
considered to be the most significant driver of the issues which can be faced by the Australian
tourism based industry. The fall which has been detected in the GDP of the United Kingdom
is thereby able to affect the number of visitors in Australia. The fall in the value of pound has
also proved to be an important factor which has affected the industry and its operations in the
country (Higham, Reis and Cohen 2016).
Examples provided from the research

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For example, the implementation of Brexit has lowered the income based levels of the
residents which has further affected the travel plans as well. Brexit also has negative effects
on the GDP based growth of Europe. This has impacted the number of tourist who planned to
visit the country. The growth of US economy has been affected in negative manner due to
Brexit based implementation. The lack of disposable income has proved to be a major reason
behind the fall of tourists in the destinations like Australia. Economic growth of an emerging
country like China has also been influenced due to Brexit. The effects of Brexit on the growth
based activities of different countries has been a major reason behind the lack of proper
revenues of Australian tourism industry (Lim 2018).
Problem or issue important for the development of new policies
The implementation and development of new policies in the tourism department of
Australia is thereby based on the major issues which have been faced by the industry due to
the ways by which Brexit has affected the tourists. The implementation of Brexit and lack of
proper number of tourists is important part of the issues which are faced by the industry. The
examples discussed earlier have been able to state that Brexit has affected the different
countries of the world in an adverse manner. The Australian tourism industry is affected by
the lack of proper levels of tourists (McDougall 2016).
The contribution which is provided to the GDP of the country has been reduced due to
the ways by which Brexit affected number of tourists. The development of new policies is
based on the levels up to which the revenues of tourism industry of Australia has been
reduced. The discussion will aim at developing the policies in such a manner which can help
the industry to improve its revenues effectively. The improvement of revenues is thereby an
important part of the proper levels of operations which are performed by the tourism based
organizations in the industry (Michael, James and Michael 2018).

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The major importance of this issue is thereby based on the ways by which Brexit has
been able to reduce the revenue based levels of the organizations which thereby operate in the
industry. The lack of proper levels of visitors in the Australian tourism based sector is able to
affect the economy of the country. The growing tourism industry of Australia is thereby
affected in a negative manner due to the lack of huge number of visitors. The entire process
of operations of the industry is affected in a significant manner by the lack of disposable
income of the residents of different countries all over the world. The tourism industry and its
operations can be improved with the help of effective policies (Mistilis, Buhalis and Gretzel
2014).
3. Statement of need
Need of the plan
The plan is mainly required for the purpose of resolving the issues which are faced by
the Australian tourism industry. The contributions which have been provided by the industry
is based on the development of the economy of Australia. The implementation of new
policies is thereby important for the improvement of revenues of the industry in an effective
manner. The need of new policies is thereby high for proper resolution of issues which are
thereby faced by the industry (Moyle et al. 2014). The plans or polices which can thereby be
implemented in an effective manner for proper improvement of the operations of tourism
industry. The economic condition of the country can also be developed effectively with the
help of the new plans and policies that will be proposed in the discussion paper.
Role played by the government
The Australian government will play a major role in the ways by which the plans and
policies can be implemented in the organization. The government of the country will thereby
be able to play a significant part in the ways by which the policies can be implemented in the

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industry. The Australian government will thereby be able to influence the regulations and
policies which will be proposed in the discussion paper. The proper implementation of these
policies is thereby based on the ways by which the residents are affected and the industry will
be able to improve in an immense manner as well. The agency of which I am a part is also a
government based organization which further facilitates the involvement of government in
the entire process of policy implementation (Oliver 2016). The implementation of policies
will be able to affect the ways by which the industry and its operations can be improved in an
effective way. The Australian government will thereby be able to take the important steps
which are required for attracting the international tourists towards the country.
Stakeholders of the plan
The major stakeholders of the plan which has been devised by the Australian
government are the international tourists who are able to affect the operations and
profitability of the industry. On the other hand, the external stakeholders are those who are
able to affect the internal operations of organizations which are a part of the industry. The
internal stakeholders mainly include, the employees of tourism organizations, the government
based organizations. The employees are mainly affected by the ways by which the industry is
able to operate and further attract the customers which can increase the revenues (Portes
2016). The government organizations and the government of Australia as a whole is affected
by the contribution which can thereby be provided by the industry to the operations. The
internal and external stakeholders of the industry will thereby be affected in a huge manner
with the help of proper implementation of the policy which will be suggested in the
discussion paper.
Key trends influencing the issue

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The major trends which are able to influence the issue are based on the changes which
have taken place in the needs and the demands of the tourists. These changes have thereby
been able to affect the ways by which the industry is able to provide satisfactory levels of
services to the tourists. The major trends are thereby related to the boom which had taken
place in the tourism industry and the ways by which international tourism was able to grow.
The Brexit based activities of UK has been a major reason behind the lack of proper levels of
tourists (So et al. 2016). The travel based operations of the country has been affected in an
adverse manner had led to the lack of growth of the activities.
Challenges required to be responded by the agency
The major challenges which can be faced by the organization in order to plan for the
policy is based on the lack of tourists and revenues in the industry. The lack of proper
financial capabilities is also an important part of the challenges which can thereby be faced
by the agency. The policies which can be developed with the help of the discussion paper is
mainly based on the proper operations of the tourism based industry of Australia. The agency
will also face major challenges based on the proper implementation of the policies which will
be suggested in the discussion paper (Sofronov 2017).
Reasons behind the intervention of the government
The government of Australia needs to intervene in the development and
implementation of the plan as the tourism industry plays a major part in the development of
the Australian economy. The government thereby needs to play a major role in the ways by
which these plans can be implemented in the tourism industry of Australia. The intervention
of the government will also be helpful for the application of these policies in different areas
of the industry. The government of the country thereby needs to make sure that the tourism

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industry is able to maintain its growth potential effectively with the proper implementation of
the policies which will be suggested in the discussion paper (Spigelman 2018).
Benefits, effects and outcomes of the plan
The plan that will be suggested with the help of this discussion paper will be able to
improve the levels of growth of the tourism industry of Australia. The industry will thereby
able to provide the best services to the tourists with the help of effective policies and plans in
place. The plan will be able to affect the profitability and revenues of the tourism based
organizations which operate in the industry (Suder 2018). The major outcomes of the plan
will be based on the increase in the levels of revenues of the tourism organizations which
operate in the Australian tourism based industry. The negative effects of Brexit will thereby
be reduced effectively with the help of the implementation of the plan which has been
suggested in the discussion paper. The reduction in number of international tourists and
issues faced due to the lack of profitability can be mitigated effectively with the help of
effective planning (Tribe and Liburd 2016).
4. Scope of the proposed plan
Possible approaches and plans
The possible approach which can be helpful for the successful development of the
tourism industry of Australia is mainly based on increasing the levels of advertising and
promotions. The lack of tourists has mainly occurred due to the lack of incomes of people
after implementation of Brexit. The country will thereby be able to improve the tourism
based industry in an effective manner. The agency can thereby plan for providing effective
offers to the tourists with the help of the promotions and advertising based activities (Zeng
and Gerritsen 2014).

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Instruments required for the implementation of the plan
The instruments which are thereby essential for the implementation of this plan
include, social media, digital marketing based platforms and print media as well. These
instruments can be used in an effective manner for the purpose of developing effective
advertisements in order to attract the tourists from all over the world.
Use several instruments in an effective manner
The government of Australia can also play a major role in development of effective
advertisements which can attract the tourists. This is considered to be an important part of the
the implementation of advedrtisement activities which are performed by the agency. The
advertisement based agencies are thereby able to provide the best offers to the tourists in
order to increase the revenues effectively (Tribe and Liburd 2016).
Types of resources required
The major resources that are required for the implementation of the plans are the
financial resources and the human resources of the agency as well. The support provided
from the government is also considered to be an effective resource.
Advantages or the disadvantages of the policy or plan
The major advantages of the plan are based on the increase in number of tourists in
Australia in spite of the effects of the implementation of Brexit. The disadvantages on the
other hand are based on the requirement of huge amounts of resources for the development of
effective advertisements. The implementation of the plan will be based on the ways by which
the industry is able to gain support from the government and different agencies as well
(Spigelman 2018).

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Ways by which the plan or policy is able to provide effective direction
The advertisement activities are able to provide direction to the industry so that the
tourists can be attracted effectively towards the country. The number of tourists in the
country can thereby increase and the growth of the industry will be ensured with the help of
this plan. The plan based on advertisement based activities can play a major role in the
improvement of the revenues of the industry in an effective manner (Oliver 2016).
5. Proposed process
Planning process
The planning process is based on the development of effective advertisements for
process of attracting the tourists towards Australia. This plan will help in the ways by which
the industry is able to maintain its growth in an effective manner.
Ways of implementing the plan
The advertisements will be development based on the needs and demands of the
tourists and the ways by which they will be fulfilled with the help of the services which are
provided by the industry. The different facilities which are an important part of the tourism
industry will be highlighted in the advertisements (Higham, Reis and Cohen 2016).
People to be consulted for proper implementation of the plan
The brand managers of the agency will play a major role in the proper development of
these advertisements. The government officials will also be consuted in the implementation
process of the plan.
Process of implementing the policy or plan

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The advertisements will be placed effectively in different channels which have been
planned. These include, the social media, digital marketing platforms and the print media as
well (Tourism.australia.com 2018).
Ways of reviewing the plan
The review process will be based on the collection of feedback from the tourists based
on the services which are provided to them by the tourism industry of Australia. The
feedback can be used for the purpose of improving the advertisements.
Ways of determining the lack or success of the plan
The lack or success of the advertisements can thereby be determined with the help of
proper analysis of the increase in percentage of the number of tourists in Australia (Portes
2016).

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References
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