• Always great to have TA in Perth

• We have a good working relationship and great to see that reflected again on this visit.

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• TA update to industry in Perth coincides with Tourism WA’s International Market Managers’ Meeting

• Going to update you on our international market plans.

• The pic on the screen appeared in the West Australian newspaper last month on the back of the release of the International Visitor Survey for December 2016 which showed a year-on-year increase of 28,700 visitors from Malaysia (^35.7%)

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• Overarching goal of Tourism WA - visitor spend of $12 billion by 2020

• Top –line IVS results:

• YE 2016 954,000 people visited WA from overseas, up 105,200.

• 12.4% growth – compares to national growth rate of 11.2%

• Big jump in the number of holiday makers – 23.7%

• 15.6% increase in international students

• Spend up 6.5% to $2.4 billion - behind national spend increase of 7.7%

• The reason growth in spend isn’t as strong as growth in numbers is because we have seen a drop in those coming to WA for long-term opportunities, such as working holiday makers and employment, where spend is higher simply because they stay much longer.

• On ground costs also lower – hotels cheaper.

• A drop in this kind of visitor is related to the changing economic climate, and another reason why we continue to place extra focus on holiday makers.

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• Last year Tourism WA board initiated a refresh of tourism strategy to ensure Tourism WA, industry and government are focusing on the areas that will help us reach the 2020 goal.

• Happy to share some of the top line themes

• The goal remains the same – to achieve $12 billion in visitor spend by 2020

• But $12 billion is a big number, hard to quantify.

• $12 billion goal being broken down to quarterly and yearly goals per market

• What you can see here are the goals for international spend broken down by year

• Share targets for holidays (noting these are for holiday only – so not leisure which is holiday + VFR and based on trips not spend) are outlined below (still to be endorsed by the Board).

• Interstate: 3.4% by 2020

• International: 11.2% by 2020

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• Key driver of our activity – Just Another Day In WA campaign

• Launched last June – gained real traction

• Second suite of six films showcasing ANW and Coral Coast have been in market since February.

• A further six films promoting Perth – beaches, Swan Valley, Rockingham etc - are now being finished and will be in market very soon.

• Specific talent choices for key markets.

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• Roll out in China late last year with China Southern Airlines and travel site QYER.com, resulted in more than 1,600 bookings in under three weeks.

• Based on the average spend by a Chinese visitor to WA of around $5000, that equates to around $8 million in value.

• Campaign team has been nominated for Australasia’s Marketing Team of the Year prize in the Mumbrella Travel Marketing Awards

• Just Another Day in WA campaign has been shortlisted across multiple categories including Ad Campaign of the Year, Social Idea of the Year, PR Idea of the Year, Best Media Strategy and Best Use of Native or Content Marketing.

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• Increase China spend to $540 million by 2020 - $146 million across leisure sectors.

• Greatest opportunity with experienced premium travellers, adventure seekers, family travel and incentive travel groups.

• Focus on partnerships/Co-ops with online travel platforms and airlines

• Raise the destination and brand awareness for WA through multi-channels with key messages highlights the key experiences of WA and points of difference and focus on the selling proposition of WA as a high-end, nature based Mono destination.

• Partner with key online travel platforms to promote WA tourism products to Experience Seekers (FITs).

• Target increased frequency with China Southern Airlines and utilise the airlines’ channels for joint marketing activities.

• Develop a long-term strategic partnership that opens up eastern China, and

• Continue to build the strengths of the China Travel Mission and Ni Hao WA as the key trade events for the China market and introduce new elements to the events.

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• Increase Hong Kong spend to $120m by 2020 - $60 m leisure

• Greatest opportunity with experienced travelers, adventure seekers, youth segment and incentive travel groups

• Create a clear, simple selling proposition and focus on the elements that differentiate WA from other Australian destinations.

• Address the consumer knowledge gaps and information needs by creating and distributing inspiring content and key messages through relevant channels.

• Drive consumer action by working with key airlines and travel agents to design and promote quality travel packages with a focus on Mono WA travel packages for both GITs and FITs markets.

• Partner with a selected group of key travel agents to promote WA Mono travel packages and drive conversion

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• Increase Indonesia spend to $90m by 2020 - $38m leisure

• Greatest opportunity with FIT, families, VFR and incentive travel groups

• Promote Perth as safe and secure, emphasise proximity, excellent for short breaks

• Educate trade on destination, increase WA operator numbers in trade fairs

• Maintain and build airline access into Perth, increase co-op marketing opportunities

• Work closely with TA, PCB and other govt departments

• More direct consumer engagement

• Produce relevant Bahasa/Muslim content and social media plan

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• Increase Japan spend to $75m by 2020 - $35m leisure

• Greatest opportunity with cultural explorer, active seniors, FIT, MICE and high school students

• Introduce new WA destinations and products

• Increase visitor spending by business travelers through special events

• Develop new market segments

• Leverage TA activity

• Partner with Qantas, Japanese and other Asian carriers

• Explore new strategies with existing partners

• Build awareness and engage with targeted high schools

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• Increase Malaysia spend to $390m by 2020 - $187m leisure

• Greatest opportunity with 30-35 double income no kids, incentive groups and VFR

• JADIWA assets on digital to promote Perth as safe and secure

• Emphasise proximity and promote for short breaks

• Refresh offering and produce Muslim relevant content

• Work with PCB to grow MICE sector

• Aggressively support airline growth

• Build TA relationship

• Broaden consumer knowledge base beyond KL and Klang Valley

• Build event awareness

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• Increase Singapore spend to $400m by 2020 - $230m leisure

• Greatest opportunity with 30-45 (double income no kids and young families), 50+ experience seekers, incentive groups and VFR

• Continue strong MOU activity with airlines to support growth with carriers

• Increase partnerships and integration with RTO campaigns

• Increase partnerships with non-traditional partners (eg Mastercard)

• Work on changing perception that Perth is expensive

• Educate on ‘new Perth’ (JADIWA)

• Connect with trade partners to develop new packages

• Focus on gourmet, self-drive, flora and fauna and coastal and aquatic themes.

• Promote Margaret River Region

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• Germany - $125 million by 2020, $95 million leisure

• Switzerland - $40 million by 2020, $30 million leisure

• Greatest opportunity with 30-59 experience seekers and 18-29 young travelers and working holiday makers

• Change the mindset that WA is expensive

• Drive urgency to travel now through tactical airline offers

• Develop and promote product for target demographics

• Link with consumer-focused direct marketing to raise awareness of JADIWA

• Leverage TA campaigns

• Expand co-op

• Build awareness of new and authentic Australian experiences in WA

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• New Zealand - $220 million by 2020, $121 million leisure

• Greatest opportunity with VFR and 35-65 experience seekers

• Improve value proposition of holiday to WA

• Leverage JADIWA platform, to convert intention to bookings

• Change mindset that Perth is expensive and outdated

• Maximise airline MOU agreements to leverage marketing spend to help grow direct access to Perth

• Leverage airlines’ extensive marketing channels

• Secure airport marketing investment

• Develop cost effect training initiatives to upskill and motivate NZ travel trade

• Increase WA products sold through NZ distribution channels

• Provide WA operators with increased business opportunities in NZ

• Encourage VFR segment to book a holiday rather than just a visit

• Make WA accessible to encourage a longer stay and greater dispersal

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• USA - $250 million by 2020, $183 million leisure

• Greatest opportunity with 45+ adventure seekers and secondary youth

• Continue to educate and inspire trade and wholesalers to influence the target audience

• Leverage Aussie Specialist Program training partnership to further enhance WA training outcomes and conversion

• Provide trade famil opportunities

• Engage in targeted trade shows, sales calls and brand promotion

• Raise awareness of JADIWA through tactical consumer marketing

• Work with media to inspire influencers

• Build and nurture social media community and expand WA.com source of exposure

• Leverage TA lead campaigns and partner with STOs to maximise campaign budget and elevate reach

• Co-op and leverage airline potentials

• Change mindset that WA is expensive

• Drive urgency to travel now

• East Coast strategy to engage more first time visitors as well as repeat market

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• UK - $440 million by 2020, $330 million leisure

• Greatest opportunity with 20-35 youth market, VFR and 50+ experience seekers

• Highlight WA has never been closer (Qantas non-stop PER-LON)

• Position Perth as stop ever destination and encourage dispersal throughout WA

• Understand UK market passion points and reshape the perception of WA attractions

• Build awareness in UK youth market, predominantly through social media

• Leverage TA’s coastal and aquatic campaign – Quokka Selfie campaign

• Partner with STOs to achieve critical mass

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If we reach all our targets, international markets should be ranked like this in terms of spend by 2020.

On the leisure fringe due to spend are Korea ($43m), Taiwan ($40m).

France, India and Italy on the fringes - India high on education visits.

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