TOURISM WESTERN AUSTRALIA

MARKETING FORUM 2015

INDONESIA

PRESENTED BY: Faridah Ibrahim, Marketing

Manager, Indonesia

APRIL 2015

The Introductions...

There are not so many stories on Western Australia been written in Indonesia media, not like other region in Australia such as Sydney and

Melbourne. Therefore everything I saw on the previous familiarization trip is interesting to be shared.

Luki Aulia – Kompas Newspaper

I was surprised to learn that there are some history connection between Western Australia and Indonesia. There are Batavia shipwreck displayed

on Fremantle museum, shows how both country has been connected before. Rottnest island’s shape is also looks like Bali island’ shape. These

are something new that Indonesian knew before..

Philipus Parera – Tempo Magazine

Perth. That’s the only city that pops up on my mind when you asked me about Tourism WA as it’s quite a big city. But I would love to see more on

their wildlife. And wine, heard Western Australia has the best wine.

Ridho Syukra – Investor Daily

What Media says about Western Australia

Agenda1. Market status

2. Target Audience

3. Challenges

4. Market Trends

5. Market Strategies – Trade, Consumer and PR

6. The role of Events

7. Market opportunities

Indonesia Visitors to Western Australia

Year on Year Change

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

4.3%

9.2%

-0.5%

7.0%

21.1%

4.3%

-7.6%

12.8%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

-10%

-5%

0%

5%

10%

15%

20%

25%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Vis

ito

rs

YO

Y %

ch

an

ge

% Change (year on year) Visitors

Indonesia Visitor Spend in Western Australia

Year on Year Change

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

35.7%

0.1%

-16.2%

44.4%

7.4%

17.4%

-28.0%

4.8%

$0

$20

$40

$60

$80

$100

$120

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Sp

en

d (

$ m

illio

n)

YO

Y %

ch

an

ge

% Change (year on year) Spend ($ million)

Indonesia Visitors to Western Australia

Seasonality

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Octo

ber

No

vem

be

r

De

cem

be

r

Ja

nu

ary

Fe

bru

ary

Ma

rch

Apri

l

Ma

y

Ju

ne

Ju

ly

Aug

ust

Sep

tem

be

r

Mo

nth

ly A

rriv

als

YE Sep-12 YE Sep-13 YE Sep-14

Indonesia Visitors - Purpose of Visit

Year Ending September 2014

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

% of visitors to Australia / Western Australia

39% 40%

14%12%

4%

31%

46%

15%

9%5%

Holiday/leisure VFR Business Education Employment

Australia Western Australia

16%

23%

23%

19%

15%

4%

39%

42%

19%

15 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Australia Western Australia

Indonesia Visitors – Age

Year Ending September 2014

12%

23%

22%

18%

18%

7%

36%

39%

25%

Source: Tourism Research Australia, International Visitor Survey

% of visitors to Australia / Western Australia

Target AudiencePrimary :

• DINKS / FIT

• Families

• Incentive group

Secondary :

• Self Drive FIT

• Special interest group – culinary, diving, photography

Key messages :

• Much to see and do, diverse experience from Nature, Lifestyle, Culture , Adventure all

within 30min of Perth, family-friendly destination.

• Introducing Quokka as WA local mascot

• Introducing self-drive trip that will trigger the FIT segment

• Events are secondary focus : eg, introducing MRGE as the IT culinary event in Australia

Market Challenges

1. The decreasing value of Indonesian Rupiah currency (against

USD/AUD) and changes to Australian visa requirements may have

some effect on travel decision.

2. Impact and competitiveness of aggressive marketing by other Asian

NTO (Japan and Korea) and STOs.

3. Tedious Australian visa application process and costs is a ‘hurdle’

to the visitors.

4. Federal and State government to government relations - political

environment

Indonesia Market Trends

1. Over 90% of young well-travelled FIT consumers research destination

information online prior to travel.

2. Important role of traditional retail travel agencies for booking process

for families and Incentives.

3. There is long term potential to tap into an affluent FIT market from a

fast growing middle class with good disposable income, high

propensity to spend, especially for WA due to high VFR traffic.

4. Based on the research key findings in Indonesia*, 75% of those that

have previously visited Australia, associate Australia as a “safe and

secure destination’.

5. Social media has a huge impact in raising awareness of travel

destinations.

Indonesia Goals

Maintaining and expanding aviation, building

consumer awareness aggressively and

achieving 30% increase in visitor arrivals (6%

growth per year) and 100% growth (cumulative

over 5 years) in visitor spend by 2020.

Market StrategiesPRIORITY Strategy

CONSUMER 1. Increase consumer activity through traditional and non-traditional platforms (tactical

campaign with Garuda and KDP partners)

2. Develop a social media plan (Bahasa content)

3. Self-drive - through media strategy and Regional offers through OTA (to encourage

dispersal)

4. Review image library for regional selection

5. Leverage PR / media strategy

6. Leverage key WA events

TRADE 1. Trade Training / famils

2. Tactical co-op campaigns (including corporate incentive group/MICE)

3. Increase product availability and regional product content (self-drive)

4. Increase destination and product pagination

5. Retail shop displays

6. RTOs doing strategic planning by incorporating TWA strategy

AVIATION 1. Key partners: Garuda (MoU), Singapore Airlines MOU

2. Utilise FF programs through tactical marketing

3. Leverage with TA investment

STAKEHOLDER 1. Indonesia strategy success governed by support from key industry partners such as the

Indonesia Steering Group, PCB, Study Perth, RTOs, ITOs and Trade office

2. Target incentive business (in coop with Perth Convention Bureau)

Trade Activities

1. Aviation campaign

Singapore Airlines

Garuda Indonesia

2. KDP agents coop (in conjunction with various Travel Fairs in

Jakarta & Surabaya)

Avia, Dwidaya, Panen, Golden Rama, Smailing Tour and Jalan

Jalan Holiday consortium (17 Surabaya agents)

3. WA Indo Roadshow (Feb/Mar 2016)

4. TA Indo Sales Mission (Feb 2016)

5. Trade Famil – roadtrip (end Mar/early April 2016)

6. Bahasa Content Manual – in coop with stakeholders

Consumer Activities

Integrated campaigns and PR to support trade activities (point of

sales) and Brand WA activity

Broadcast, digital, editorial series and outdoor advertising

campaign (WA Brand)

Co-op social media campaign

WA Road trip/self-drive collateral (brochure)

National Geographic with Dwidaya (photo/writing contest)

MRGE promo with Panen/Wego (consumer contest)

Bahasa content platforms (digital and print)

Leverage Tourism Australia TNLA activity

Public Relations

1. Media Famil – Perth Fashion Festival / Wildflower trail (Sep 2015)

2. National Geographic photo / writing contest winners trip (August

2015)

3. MRGE famil in partnership with Panen tours and MNC TV (Nov

2015)

4. Media releases – editorial series (to support Trade activities)

5. Media Famil – Road Trip (Mar – April 2016)

6. Advocacy – use of influences to promote the destination

(bloggers/media/chefs/celebs)

Event Activity

EVENT KEY MESSAGES

MRGE Food & Wine Tourism and Trade Coop

Wildflower Festival Media Famil & Trade Coop

Truffles Kerfuffle & related food festival Media famil and Press releases

Perth Fashion Festival Media famil and Press releases

Self Drive Trip Media famil and Press releases

Manjimup Cherry Harmony Festival Press releases

Fremantle Street Arts Festival Press releases

Perth International Arts Festival Press releases

How to enter the Indonesia market• Avoid sales calls in the peak June and July school holiday season,

Lebaran and Christmas holidays.

• The best time for sales calls is January to April and October to

November.

• Trust and relationship management is important in the Indonesian

market as it helps to build loyalty.

• The key market for sales calls is Jakarta. Due to heavy traffic

conditions, plan a realistic program.

• Plan and combine visits that are in the same geographical area so

you can maximise the number of sales calls and minimize commuting

times.

• Though most key staff can understand English, having Bahasa

material is preferred.

• Work cooperatively with other WA product/destination to maximise

wholesaler/agents’ time.

Industry Opportunities for WA

• WA Indo Roadshow

• TA Indonesia Sales Mission

• Trade Famil – road trip/self drive

• Media Famil – support for media visits

• Media Release – new products/tours

• Trade update – new products/tours

• Bahasa Travel Guide – content & advertising

THANK YOU

QUESTIONS