tourism australia overview · china #1 for international visitor spend. our key markets-200,000...

TOURISM AUSTRALIA OVERVIEWLEIGH SORENSEN I GENERAL MANAGER, INDUSTRY RELATIONS

TOURISM AUSTRALIA

SENATOR THE HON SIMON BIRMINGHAM

THE HON MARK COULTON MP

TO MAKE AUSTRALIA THE MOST DESIRABLE

& MEMORABLE DESTINATION ON EARTH

OUR VISION

NOW

A$42.3BNIVS MARCH 2018

6% GROWTH IN SPEND

INTERNATIONAL PERFORMANCE:

DEMANDINDIAFASTEST

GROWING MAJOR

MARKET

TRENDSSHORTER STAY

EXPERIENCE DRIVING

TRAVEL

INCREASING NEED FOR

AUTHENTICITY

CHINA

#1FOR

INTERNATIONAL

VISITOR SPEND

OUR KEY MARKETS

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

CN NZ US UK SG JP MY IN HK KR GE ID CA FR IT

Nu

mb

er o

f A

rriv

als

+13%+1%

+2%+4%

-0.6% +3%-4%

+20% +15% +5%+0% +2% +5% +4%

-3%

RECORD

9M

↑6%

INTERNATIONAL VISITORS TO AUSTRALIAYEAR END JUNE 2018

Source: Australian Bureau of Statistics

$-

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

CN US UK NZ JP KR IN SG HK MY GE CA ID FR IT

Spen

d (

A$

bill

ion

)

+4% +1%-6%

+2%+3% +0%+14% +9% -1% +3% +8% +7% +5%+3%

+13%

EXPENDITURE BY INTERNATIONAL VISITORSYEAR END MARCH 2018

Source: Tourism Research Australia, International Visitor Survey March 2018 Qtr.

VISITOR SPEND HAS

GROWN TO A RECORD

$42.3BN↑ 6%

NOW

$107BNINTERNATIONAL AND

DOMESTIC O’NIGHT

VISITOR SPEND MAR 18 YE

TO

$124BNINTERNATIONAL AND

DOMESTIC O’NIGHT VISITOR

SPEND BY 2020

AND

POTENTIALLY

$181BN INTERNATIONAL AND DOMESTIC

OVERNIGHT VISITOR SPEND BY

2030

AND THE OPPORTUNITY EXISTS BEYOND 2020 TO 2030

TODAY 2020

2030

AND

POTENTIALLY

$90BNINTERNATIONAL VISITOR

SPEND BY 2030

AND

POTENTIALLY

15.3M+INTERNATIONAL VISITORS

BY 2030

INBOUND

GROWING IMPORTANCE

OF THE EAST

20122009 2017 2020*

SHARE OF INTERNATIONAL VISITORS

EAST WEST

37%

63%

41%

59%

47%

53%

49%51%

2030*

40%

60%

CURRENT CHALLENGES & OPPORTUNITIES

CONSUMER CHALLENGES

FA S H I ONABI L I T Y

Limited knowledge of Australia’s offering outside of

iconic experiences leads to feeling we’ve seen and

heard it all before.

LOW U R GENCY

Australia is perceived as a once-in-a-lifetime destination

which can be put off for another day because of rational

factors such as time, distance and cost.

C O MP LE X I T Y

A cluttered marketing environment and low familiarity of

Australia’s geography and experience offering leads to

feeling overwhelmed. Travellers are visiting up to 20 sites before

booking.

WHILE AUSTRALIA HAS STRONG APPEAL WITH CONSUMERS THESE CHALLENGES PRESENT THE GREATEST BARRIERS TO VISITATION.

THE PROBLEM WE ARE TRYING TO SOLVE IN THE US…

PREFERENCE FOR AUSTRALIA

Consideration or intention to visit

Australia.

TRAVEL LONG HAUL Travels long haul (out

of region) on a regular basis.

KEY DRIVERS FOR DESTINATION CHOICE

Food and wine, aquatic and coastal, and nature and wildlife

experiences are key drivers when choosing a holiday destination.

REPRESENT HIGH VALUE

Above average trip expenditure. Higher

likelihood to stay longer. Higher likelihood to

disperse further.

OUR STRATEGY IS FIRMLY FOCUSED ON TARGETING

HIGH VALUE TRAVELLERS

OPPORTUNITY BEING DRIVEN OUT OF THE US, CHINA & INDIA

THE KEY IS HOW WE DIFFERENTIATE FROM OUR

COMPETITORS

IT’S ALSO ABOUT CUT-THROUGH…

INCREASED FOCUS ON THE

CUSTOMERS & MARKETS

WITH THE GREATEST OPPORTUNITY TO

DELIVER

TO CREATE A

BIGGER IMPACT

DOING FEWER THINGS

BUT WITH MORE

DOLLARS

IN THE RIGHT CHANNELS

WITH THE RIGHT

MESSAGE +

DISTRIBUTION PARTNERS

THE MESSAGE FOR

AMERICA

DUNDEE CAMPAIGN CASE STUDY

CAMPAIGN

HIGHLIGHTS

NEXT STEPSROLL-OUT OF

SECOND PHASE

SCHEDULED FOR

LATE 2018 TO BUILD

ON THE

MOMENTUM OF PHASE ONE.

A$10MSOUTH & SOUTH

EAST ASIA CAMPAIGN

TO CHALLENGE

CONSUMER

PERCEPTIONS

UNDISCOVER AUSTRALIA STRATEGY

ATE 2019

PERTH

A$9M DIRECT EXPENDITURE

A$5.5BN – A$9.5BN POTENTIAL

BUSINESS FOR AUSTRALIA

2,200 DELEGATES

670 BUYERS | 520 COMPANIES | 30

COUNTRIES | 26% FROM CHINA

1,300 AUSTRALIAN SELLERS | 540

COMPANIES

80 INTERNATIONAL AND AUSTRALIAN

MEDIA

45,000 BUSINESS APPOINTMENTS

98% DELEGATE SATISFACTION WITH

THE EVENT IN ADELAIDE IN 2018

CRUISEDESIRABILTY/CONVERSION

INDUSTRY ASSOCIATIONS

MEASURABILITY

AUSSIE SPECIALISTS/

EVENTS

RETAIL AGENCY AND CRUISE

LINE RELATIONSHIPS

PREMIUM

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