Government Tourism Organisations

V3’s Exchange model is changing the way tourism products are marketed. 

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, many government tourism organisations (GTOs) have partnered with V3 in delivering the market proven Open Booking Exchange™ technology (OBX™) specifically designed to seize market leadership to reap the short and long-term benefits.

The breakthrough in digital marketing 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 Australian GTOs to enhance the Australian industry’s online presence, giving consumers more real booking options and allowing industry to maximise online conversion of consumer enquiries.

For local, state, national and international distributors, this initiative provides the ‘holy grail’ of access to Australian tourism Suppliers through a single common technology, which is open, inclusive and flexible enough to accommodate all distribution and booking models.

One of the key outcomes of using V3’s OBX technology is that, each state GTO has been able to provide state-based data and connectivity to third party distributors within their own digital strategies. For many Australian GTOs this has enabled them to ensure their industry is well positioned in the multitude of digital distribution options.

Below are the GTOs that are already utilising our leading edge technology and digital strategies.