TOURISM WESTERN AUSTRALIA MARKETING FORUM 2016

C H I N A

7 A P R I L 2 0 1 6

In 2015, China was WA‘s second biggest visitor market in terms of spend

Source: December 2015 YE IVS - Tourism Research Australia

THOUSANDVISITORS

UP

12.6%43

MILLIONSPEND

UP

25.0%$231

Markets Spend (M) Rank3-Year AAGR

Visitor Rank3-Year AAGR

ASPP Rank

UK 303 1 -6.4 145,600 1 -2.2 2,081 14

China 231 2 18.3 43,700 6 16 5,286 1

Malaysia 196 3 18.6 80,400 3 15.4 2,438 9

Singapore 188 4 5.4 86,100 2 14.7 2,184 13

NZ 135 5 -8 80,300 4 0.6 1,681 15

USA 134 6 9.9 60,100 5 12.4 2,230 10

Germany 85 7 4 33,600 7 6.4 2,530 8

Hong Kong 82 8 9.2 19,000 12 9.3 4,316 3

France 76 9 -2.2 19,300 11 -2.5 3,938 5

Ireland 66 10 -24.6 18,800 13 -4.2 3,511 6

Indonesia 58 11 -12.5 26,500 8 -1.1 2,189 12

Taiwan 56 12 17 10,600 20 -7.5 5,283 2

South Africa 50 13 5.7 18,700 14 4 2,674 7

Korea 50 14 -9.9 12,500 17 10.7 4,000 4

Japan 50 15 -2 22,100 9 8.1 2,262 11

VISITOR SPEND & NUMBERS OVERVIEW

Source: December 2015 YE IVS - Tourism Research Australia

THOUSANDVISITORS100

MILLIONVISITOR SPEND$500

CHINA Potential to be worth by 2020

Source: Tourism WA China Strategy 2012 - 2015

• 241 million people watched the program

• Total advertising value AUD$347 million

• You Tube viewership over 1.4 million

• Partners’ contributions: AUD$1 Million

• Tourism WA’s funding: AUD$350,000

KEY RESULTS

Rapidly changing consumer travel behavior

Increasing younger age travelers and FITs

Increased use of digital technologies by consumers

Growing long-haul travelers from second tier cities

Changing travel distribution

KEY TRENDS

TRAVEL DISTRIBUTION

MARKET SEGMENTS & TRAVEL TYPES

Experienced Travelers (GITs)

Experience Seekers (FITs)

Family Travel (Small Groups)

Luxury Travel (Small Groups/FITs)

Visiting Friends and Relatives (FITs)

SupplyHotelsTransportationsAttractionsRestaurants

Inbound Tour OperatorsPerth basedEast Coast

Tour Operators(Retail or Wholesale)

Retail Travel Agents

Online Travel Agents

T R A V E L D I S T R I B U T I O N C H A I N

Consumers

G r o u p I n c l u s i v e To u r s ( G I Ts )

B O O K I N G S T R E N D S

F r e e I n d i v i d u a l Tr a v e l e r s ( F I Ts )

ConsumersFITs

PlanningDestinations/Travel WebsitesSocial media

SupplyAirlines Hotels TransportationsDay Tours OperatorsRestaurantsPackagesVisas

Online Travel PlatformAlitripC-tripTuniu

Hotel Booking SitesAgodaHotel booking.comBooking.com…. etc

KEY OPPORTUNITIES

Improved destination awareness but still low

Growing interest on WA as a holiday destination

Greater commitment from key travel agents

Improved performance on China Southern’s CAN–PER route

Online travel platforms in China are developing rapidly

10 year entry visa encourages more repeat travelers

Chinese community including students in Perth

Corroboree Asia 2016

2016-17 KEY FOCUS & STRATEGIES

DESTINATION & BRAND AWARENESSPurpose Strategic Pillars or CIs

To raise the destination and brand awareness for WA through multi channels and differentiate WA from other destinations with key messages focuses on the key attractions and experiences that resonates to our target audience

• Brand• Destination Perth• Regional Travel• Events

DRIVE CONVERSIONPurpose Strategic Pillars or CIs

To drive consumer action by working with key airlines and key travel agents to design and promote quality travel packages with a focus on Mono WA travel packages

• Destination Perth• Regional Travel

To identify key online travel platforms to promote tourism products to Experience Seekers (FITs)

TRADE & INDUSTRY DEVELOPMENTPurpose Strategic Pillars or CIs

To build trade and industry capability by providing training to Aussie Specialists in conjunction with Tourism Australia

• Destination Perth• Regional Travel

Encourage tourism businesses to attend Tourism WA’s key trade events and assist in promoting the China Ready Accreditation Program to relevant tourism businesses

Generating publicity – product updates, story ideas and photographs

Participating media and trade familiarization visits

Maximizing your participation to any media and trade familiarization visits or trade events

Seek advice from Tourism WA, RTOs and ITOs

Sales visits assistance

Getting ready for visitors from China

Attending Tourism WA’s trade events

• 35 WA tourism businesses attended

• 20 agents from China, 9 from Hong Kong and 5 media

• Strong support from City of Greater Geraldton as well as ACC, MRBTA and ASW

• Market briefings for local tourism businesses were effective and well received

• Very positive feedback on the familsprograms and workshop

• 25 WA tourism businesses with 30 delegates

• 35 buyers from China + 9 from Hong Kong

• Introduced the developing agents from second tier cities in China

• Total participants 100 including media, airlines and government

Generating publicity – product updates, story ideas and photographs

Participating media and trade familiarization visits

Maximizing your participation to any media and trade familiarization visits or trade events

Seek advice from Tourism WA, RTOs and ITOs

Sales visits assistance

Getting ready for visitors from China

Attending Tourism WA’s trade events

QUESTIONS & DISCUSSIONS

THANK YOU