• Welcome to Tourism WA’s first industry forum for 2017

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• First chance to speak to industry since last year.

• Usually hold a forum post-Budget.

• Budget will be handed down later this year due to the recent election

• Currently in discussion with the government regarding the election commitment and overall budget allocation

• Will hold another forum after budget is handed down

• But given all the changes we’ve had recently – new government, new CEO –wanted opportunity to show you the direction we are heading

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• All aware of the changes Perth has undergone

• Elizabeth Quay, Perth Stadium, Yagan Square and the additional 3,500 new hotel rooms planned for Greater Perth region plus redevelopment of Scarborough, Fremantle and upgrades on Rottnest Island will have great impact for tourism

• Much of the hard work in building the supply side has been done

• Our major focus now is driving visitation

• Let people know what we have to offer and how we have changed

• One way of doing that is through industry education – particularly through trade shows

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• Working with industry to attract large trade events to Perth

• These events raise awareness of Perth as a destination to groups of people who have a major influence in promoting and selling the destination.

• It allows us to not only explain the changes in the market, but also show them.

• And they give us the opportunity to introduce buyers and sellers.

• Great success last year with Coroboree Asia - (300 delegates) late last year

• This year will host

• Global STARS, a major wholesale travel conference and reward program

• ATEC Meeting Place in November - one of the industry’s leading international tourism conferences for Australian tourism exporters - will bring more than 400 export tourism leaders to Perth

• Invite Peter Shelley to talk about Meeting Place.

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• Another important event that we will be hosting in Perth early next year is the Qantas Australian Tourism Awards

• Hopefully to coincide with the start of the Qantas non-stop flights between Perth and London

• Will bring around 800 tourism industry leaders to Perth

• Great opportunity to show them all the changes around Perth

• Also great opportunity to highlight the great WA product and experiences on a national stage

• Invite Tourism Council WA General Manager, Emma Page to speak about the awards

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• As mentioned hope the awards are timed to coincide with the launch of the non-stop Perth-London flights

• Lot of talk about Qantas hub being a game changer for tourism in this State

• Great potential but a lot of work needs to be done

• Service set to launch in March 2018

• We have entered a $5.7 million cooperative marketing deal with Qantas

• Both Qantas and Tourism WA have committed $2.85 million, from 2016-17 to 2018-19, under marketing agreement.

• Will promote WA in the UK, Europe and locally highlighting Perth as the perfect stopover destination for international visitors and connecting domestic customers.

• Work has started - more than $1 million will be invested in UK market between now and June 2017

• In May we’ll launch domestic sale fares in Sydney and Melbourne which will support the Perth – London service

• The goal is to make sure visitors consider spending a few days getting to know Perth and discovering its regional areas

• Examples of marketing activity will range from mainstream advertising to social media campaigns and cooperative deals with travel booking sites.

• Flights have the potential to inject $36 million a year into economy and we want to see the potential become reality.

• With Perth's large UK expat population, direct flights are anticipated to drive increased visitation from visiting friends and relatives.

• Qantas hub also expected to create new jobs at the national carrier in Perth and within businesses providing support services to hub operations.

• We’re planning an industry forum in conjunction with Qantas later this year so industry can learn how to support and benefit from the Perth – London service.

• The forum will include discussion on how we can work together to create a successful stopover hub.

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Another important focus is securing business events – particularly conferences and incentives.

As you would recall in last year’s State Budget – Perth Convention Bureau received an extra $10.7 million bringing State Govt funding for PCB to around $5 million a year over the next four years.

Thanks to Paul Beeson – I can tell you additional funding is already having a substantial impact

YTD (March 2017) Direct Delegate Expenditure results for Corporate & Incentives (C&I) is $46M compared with the whole 2015-16 financial year – which was $14M DDE.

This massive $32 million increase in spend can be attributed to the increased funding and rapid implementation of PCB’s C&I-focused strategies.

Increased funding has

• enabled PCB to increase C&I focus;

• meant additional multi-lingual Perth-based Business Development Managers

• monthly in-market PCB/PCB Member cooperative missions to China, SEA, Korea, Japan & NZ

• increased cooperative marketing through multiple channels

Singapore Airlines/PCB cooperative marketing strategy underway

• Asian Markets Launched FY 16/17

• EU & U.K. Markets to be Launched FY 17/18

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• Other focus in promoting Perth is around international education

• Changes happening around Perth, not only making the city a more attractive place to visit but a more attractive place to study.

• Study Perth responsible for attracting international students

• In the year ending June 2016:

• 44,200 international visitors to WA visited for education purposes.

• Spent $520 million while in WA, or 23 per cent of all international visitor spend in the State.

• 15 per cent of education visitors in WA had family member visit them while studying

• 8 per cent of education visitors in WA had friends visit them while studying

• If we can attract more international students to Western Australia, great benefits for the local tourism industry and the economy.

• This is a high priority discussion with government and education sector.

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• Also driving visitation through ongoing work to activate Perth Stadium

• Can’t overstate how important it will be to tourism in WA going forward

• Will provide an opportunity for national and international sports, arts and music rights holders to hold events in Perth.

• Last year’s Budget - Tourism WA was provided $19 million over three years to activate the stadium by securing major blockbuster events.

• Major announcements so far have included:

• State of Origin 2019

• Bledisloe Cup 2019

• Chelsea Football Club match 2018

• Together these three events are expected to attract 45,000 visitors from interstate and overseas, spending an estimated $45 million.

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• Perth Stadium also brings another important source of visitors through AFL tourism

• From next season 10,000 GA seats available at each Eagles and Dockers home game

• We have never had this general admission capability at Domain Stadium and it allows us to promote AFL matches at Perth Stadium to interstate travellers.

• We have been working and planning with travel groups such as AFL partner Virginand VenuesLive

• These promotions will include return airfares, accommodation and tickets to the game with a choice of options for add-ons such as tours and trips to other regions of WA.

• Won’t just be sale of travel packages

• Expect a lot of people likely to book their own airfares and tickets on the back of talk about how great the stadium is and the fact they will able to get GA admission now to many games, which isn’t the case at Domain Stadium.

• Process for involvement and industry engagement is underway.

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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 by mid year.

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• As I mentioned the initial films were launched last June.

• Now like to share some of the great results.

• Campaign supported by a range of cooperative marketing activity with key travel partners such as airlines and booking sites including Jetstar, Qantas, Tiger Air, APT, Discover Australia Holidays, Broome, Kimberly and Beyond, Flight Centre Group (Escape Travel and Travel Associates), Sunlover Holidays, THL (Britz/ Maui), Expedia Group and Webjet.

• To December 2016, more than 25,000 Australian visitors booked travel to or within WA through these cooperative campaigns, resulting in an economic impact of $19.6 million.

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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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• Partnership as that CZ example show partnerships are vital for us to spread the message about WA far and wide

• An important partnership announced last year is one between Tourism WA and STA Travel

• Early results showing a 40% year-on-year increase in flight bookings to Perth and a 20% rise in WA hotel and other reservations by young UK travellers.

• First phase of the $1.2 million campaign yielded higher-than-expected results from the British target market for air passengers (up 40.7%) and land bookings (up 22%), which includes hotels and tours.

• In Germany, Tourism WA’s decision to put more focus and funding into the youth market has been linked to WA achieving the biggest positive growth of all Australian states in its share of the German leisure market in the 12 months to 2016.

• Up 16.1 % to 39,000 visitors compare to the rest of Australia up 6.9 % (to 195,600)

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• Our work in improving access to WA will continue to be a big focus in 2017

• Co-operation with Perth Airport

• Roundtable with industry and the airport to drive coordinated approach to maximise airline attraction.

• Will focus on attracting more flights from China, Japan and Indonesia and we arelooking at the challenge of regional aviation and how we address that in the future.

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• In 2015-16 cruise sector delivered 224,409 passengers to WA who spent $275 million during their visit

• Cruise also supports almost 1,300 jobs

• We will continue to focus on this important area

• Wanted to share some recent activity –supported Perth and SW famil for Mrs Edie Rodriguez, Crystal Cruises Chairman

• For those who aren’t aware - Crystal Cruises is owned by Genting Hong Kong and holdings include Crystal Cruises, Crystal Yacht Expedition Cruises, Crystal River Cruises and Crystal Luxury Air.

• While the company isn’t big in terms of ships and pax, it’s one of the world’s most luxurious hospitality and lifestyle brands.

• Crystal Symphony (922 passengers) is scheduled to be in Fremantle on 5-6 February 2018, and ports of call will visit Geraldton, Bunbury, Albany and Esperance, with the luxurious liner returning to WA in February 2019.

• As a result of Mrs Rodriguez visiting WA –

• a 2 night/3 day overland itinerary is being finalised from Busselton to Albany as an option for their guests,

• Crystal Luxury Air’s B777 aircraft is planning to feature WA in an itinerary and

• Mrs Rodriguez said after her first visit that she now ‘loves Western Australia’ and will definitely return to visit the Kimberley.

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• As Peter mentioned earlier, last year the 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.

• The final version of the refreshed strategy will go before the Board next month and then will be shared with you

• But for now want 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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• As mentioned $12 billion still overarching goal of agency

• 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.

• 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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National Visitor Survey

• There have been issues with this, and recent NVS data.

• These data issues are impacting on the reliability of NVS data across all states and territories and we are pushing TRA to resolve them, including back casting for 2014 and 2015.

• Normally we would release NVS data with percentage changes year on year. Given the data issues we will not be doing that this time as it is not comparing like with like.

• However, in the broadest sense, the data shows we are heading in the right direction. We are getting more visitors to WA and importantly, more holiday makers.

• Important to note no data issues with the IVS on the previous slide.

• Regardless of data issues and back casting to be performed, visitor attraction remains Tourism WA’s/the State Government’s number one tourism priority – everything we are doing is about growing numbers to activate the new infrastructure.

• Also important to note that every $106,000 in overnight visitor spend or 130 overnight visitors to WA supports 1 job in the tourism industry so we have a focus on supporting employment in WA.

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• To attract more visitors we need to have a point of difference and we see great potential through Aboriginal tourism.

• Research shows unmet demand for Aboriginal tourism experiences in WA.

• In 2015-16, 78 per cent of visitors said they were interested in taking part in Aboriginal tourism experiences but only 24 per cent said they had the opportunity.

• Aboriginal promotion needs to be central part of our activity – events, marketing and destination development.

• Great example is the Camping with Custodians project.

• First commenced in the Kimberley region in 2013, with three sites under development:

• A camp ground opened at Imintji in 2016 and will be fully operational for 2017 tourist season

• Camp ground infrastructure at Mimbi finished last December and will open this season

• We’re at final stages of land assembly at Violet Valley south of Warmun community, and infrastructure development is planned for 2017-2018

• CwC camp grounds are also being developed in the Pilbara – the first at Peedamulla Station on the Great Northern Highway near Onslow.

• Tourism WA and Imintji community late last year won two awards for CWC at Planning Institute of Australia (PIA) WA Awards for Planning Excellence. Public Engagement and Community Planning category, and the PIA President’s Award.

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As Peter and I have both touched on the refresh of 2020 strategy

What I’d now like to share with you are our action plans for our key markets

China – aviation access is key

Singapore / Malaysia – new agreement with Tourism Australia

Indonesia / Japan / Hong Kong:

• Airlines again key

• New A350 by CX

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Growth:

• Domestic opportunity

• Funding = East Coast office

France / Italy – airline access

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• Before I finish want to make a commitment to everyone here today.

• We heard that industry wants better communication from Tourism WA, so we have responded.

• I started sending a CEO update email to executives across the industry with information about key projects and strategic direction

• We’re also planning regional visits, more frequent industry forums and boardroom lunches with key stakeholders.

• This is to share the opportunities that exist for all of us.

• We’ve also recently re-launched our corporate website (changes made in response to user feedback and use data), new look Talking Tourism and social media plan being put in place for corporate FB and Twitter.

• I encourage you all to make use of the appropriate channels and the new ones as they are developed.

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Thank you again for all taking time out of your busy schedules to come and here about our plans for the coming year and beyond

We realise there are challenges out there but our strategies and actions are all focused on delivering greater visitation

The agency’s key focus moving forward is attracting more and more visitors to WA through our marketing and event activity and our destination development.

By delivering more visitors we will continue to support the State’s economic growth and help create jobs.

Thank you

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