New takes Tourism Australia to the cutting edge of content, co-creation, data trends

Tourism Australia has launched its new website with DT, the first part of the organisation’s digital transformation program and the legacy of recently-departed former CMO Nick Baker.


Rapthi Thanapalasingam, head of digital at Tourism Australia, explains that the new site aims to benchmark TA beyond the tourism category.

“The new couldn’t just be a tweak of the current site – it had to be a completely new experience. This entirely new site needed to respond to the major trends that were changing our world – big content, data, collaboration and co-creation.”

The site’s innovative features include agile publishing capabilities, personalisation strategies, best-practice user experience and a new crowdsourced, time-lapse creative feature entitled ‘Chase the Sun’, which takes the viewer on a journey across a range of iconic Australian locations from sunrise to sunset. The visual engagement tool also serves as an ongoing platform to crowdsource images from talented photographers.

DT and Tourism Australia have been collaborating on the project for more than 18 months, including six months of defining the vision and developing a model, followed by research with TNS with travellers in both Western and Eastern markets.

The new-look website is fully-responsive, available on all devices and tailored to multiple markets in 11 languages.

DT partner and strategy chief Tim Evans says has changed to reflect the changing needs of travellers and how they seek information online.

“Today, the connected traveller is seeking both inspiration and information from a single, authentic source. We found that the majority of our audience was turning online before they’ve decided where, or how they’ll travel.

“The result is a site for both travellers and operators to connect, share stories, discover inspiration, find information, and take the next step in planning Australian travel experiences.”

To find out more about Tourism Australia’s recent activities, read our in-depth interview feature with former CMO Nick Baker, Nick Baker: the exit interview. launches with a call to chase the sun from DT on Vimeo.


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Michelle Herbison
BY Michelle Herbison ON 12 March 2015
Assistant editor, Marketing Magazine.
  • Adam Joseph

    While it’s great to see a refreshed website launched today, it still fails to bring together the gamut of “food tourism” experiences that this site should promote, ie:

    Farm tours,
    food festivals,
    agricultural shows,
    farm stay accommodation,
    Australia’s working holidaymaker program (fruit picking, jackerooing),
    ‘local food hero’ restaurants,
    bush tucker – Aboriginal food tourism,
    ‘green’ and specialised responsible farming
    (including ethical food),
    universities servicing international student education (eg aquaculture)
    food factory tours,
    farm gate sales (including cellar door wine tourism),
    farmers’ markets,
    specialised market operations, and
    cooking classes.

    Several of these categories are represented by some fine examples of experiences. However, there’s no excuse for not covering the length and breadth of these, especially where government has actually funded the creation of certain experiences.

    Perhaps it’s time for Tourism Australia to consider embedding private sector service provider resources that already “nail” this. For example, nobody has a better wine tourism events calendar than

    In the interests of balanced feedback, Tourism Australia does a wonderful job using Instagram and other tools to connect with potential inbound tourists (as showcased in this refreshed site).

    And given the importance of Aboriginal tourism to inbound tourists (81% polled say they want this), it’s great to see this prominently positioned.

    • Tim Evans

      Thanks Adam. Have you checked out

      • Adam Joseph

        Yes, Tim, I have.

        It’s broken down by State, not food tourism category. Taking South Australia for example, it has categories:

        Wine story

        I don’t mind at all that Tourism Australia has siloed content by State, but I’d like to see a full run down of food tourism experiences available within each, (refer to my list above).