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