Tourism Australia combines data and education to shape a more sustainable aviation industry

Tourism Australia’s data-driven recovery strategy is aimed at identifying and re-establishing sustainable air routes and empowering University of New South Wales students to develop new solutions.

As a government agency, Tourism Australia (TA) is responsible for attracting international visitors for leisure and business. The organisation is active in 15 key markets, where it conducts advertising, PR and media programs, trade shows as well as programs to nurture and enhance the industry. That includes partnering with the School of Aviation at the University of New South Wales (UNSW), whose “Environmental Performance Evaluation of Aviation” course is designed to equip graduates with the scientific literacy, aviation knowledge and skills required to build successful careers in a rapidly changing industry.

Overview

Tourism is an important part of the Australian economy. For over a decade it grew faster than the country’s GDP, and in 2018/19, tourism was Australia’s fourth-largest export.

The pandemic changed that picture overnight. At the outset, Qantas and Virgin Australia grounded all international flights and halved domestic flights. The combination of dramatically reduced schedules and strict quarantine measures effectively isolated the country. The resulting 39% drop in annual tourism revenue left many airlines, hotels and restaurants struggling to stay afloat.

Many aviation industry stakeholders have responded to the outbreak by accelerating digital transformation programs. In addition to supporting new health measures by replacing face-to-face interactions with automated contactless solutions, this approach also strengthened the foundations for a sustainable, data-driven recovery.

Reviving Australia’s aviation industry through data and education

Trent Banfield, TA’s International Operations & Aviation Development Manager, is responsible for helping the aviation and tourism industries to bounce back. The organization’s recovery strategy is aimed at expediting the re-establishment of sustainable air routes from key markets to Australia. A key part of the plan involves using data and detailed insights to identify and target international air routes that are either slower to return, or at risk of not returning in line with inbound demand.

One of TA’s most promising initiatives is an ongoing data science collaboration with the UNSW School of Aviation, which concentrates on applying academic rigor and resources to problems facing the aviation and tourism industries, including sustainability.

For example, UNSW’s “Environmental Performance Evaluation of Aviation” course uses Cirium data to scientifically quantify the sustainability impacts of different aspects of air travel.

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