CONVERTING THE APPETITE FOR AUSTRALIAN TOURISMJOHN O’SULLIVAN I MANAGING DIRECTOR

OUR VISIONTO MAKE AUSTRALIA

THE MOST DESIRABLE AND MEMORABLE DESTINATION

ON EARTHALIGNED TO

OUR CORE VALUES:POSITIVE, GENUINE,

INNOVATIVE, COMMERCIAL & UNITED

Now

$98.6 BNInternational visitor sPEND

sept2016 YE

Now

8.2 MInternational visitors

dec 2016 YE

to

9.7 mInternational visitors

by 2020

TO

$127 BNInternational visitor sPEND

BY 2020

2020 TARGETS ARE NOW FIRMLY WITHIN REACH

TODAY2020

EXPENDITURE BY VISITORS YEAR END SEPTEMBER 2016

Source: International Visitor Survey, Tourism Research Australia

INTERNATIONAL VISITORS TO AUSTRALIAYEAR END SEPT 2016

Source: Australian Bureau of Statistics

VISITORS up

11% to

8m+

Spend up

11% to

$38.7BN

$-

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

$10.00

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

Spe

nd

(A

$ b

illio

n)

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

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

Nu

mb

er

of

Arr

ival

s

+3%

+21%

+18%+5%

+14%+20% +13%

+28% +9% +14% +5% +7% +2% +1% +1%

+6% +20%

+5%

+19% +34%+7%+11% +8% +14% +7% +2% +19%

+4%-15%

+18%

CHANGING DYNAMIC OF AUSTRALIAN INBOUND

2016 2020 2020

DOMESTIC INTERNATIONAL

39%

61%

2016

47%

53%

EAST WEST

45%

55%51% 49%

EAST WESTDOMESTICINTERNATIONAL

OUR MARKETING FOCUS

RESTAURANT AUSTRALIA- WHAT’S NEXT?

INFLUENCER FAMILS

TO VISIT ACTAPRIL 2017

OUR CALL TO ACTION

AUStralia.coM& aUStralia.CN

AQUATIC & COASTAL

$40m in campaign expenditure

Media BuysPR and IMHP

Broadcast and TVPartnership campaigns

Events Virtual Reality

KEY ACTIVITY

IMPROVE PERCEPTIONS

DRIVE VISITATION GROWTH

Media

coverage250 Articles

295 million reachEAV of $3million

AQUATIC & COASTAL - G’Day USA 2017

YOUTH - WORKING HOLIDAY MAKERS

#Dada’s Visit to

Australia

$10 MILLIONCAMPAIGN TO

ATTRACT WORKING HOLIDAY

MAKERS

BACKPACKERS

$5BN

• Generated over 55,000 leads vs 52,000 target

• 265,000 views of working holiday maker page on aus.com

• Conversion rate of 17.3% versus 6%

• Strongest response UK, Germany and Nordic states. Work to do in Ireland and Canada

• 18 to 24 most responsive overall

• Facebook most effective

YOUTH - WORKING HOLIDAY MAKERS

KEY STATS

• EXPERIENCE WILL LEAD THE WAY – DESTINATION THE UTILITY• KEY TO DEVELOP NEW product & EXPERIENCES• SALEABLE / DISTRIBUTABLE

WHAT’S NEXT?

EXPERIENCES WILL BE THE NEW REEF, ROCK & BRIDGE

SIGNATURE EXPERIENCES

1. Arkaba Wildlife Conservancy

2. Echidna Walkabout Nature Tours

3. Exceptional Kangaroo Island

4. Exmouth Diving

5. Goin’ Off Safaris

6. Lady Elliot Island

7. Lords Kakadu and ArnhemlandSafaris

8. The Maria Island Walk

9. Oz Whale Watching

10. Premier Travel Tasmania

11. SEIT Outback Australia

12. Wildlife Coast Cruises

AUSTRALIAN WILDLIFE COLLECTION

CURRENT COLLECTION

INFRASTRUCTURE playING a critical role

• harD PRODUCT CRITICAL • SUPPORT And enhance (can detract) experience• Existing Must CONTINUALLY evolve• TRANSPORTATION INFRASTRUCTURE IS CRITICAL

NEW AIRCRAFT icc SYDNEY

PERTH OVAL QUEENS WHARF DEVELOPMENT

China-Australia Year of Tourism 2017

• The China-Australia Year of Tourism 2017

celebrates the relationship between Australia and China

recognises the importance of the China tourism market

will focus Chinese Government and media on Australia

• The Year of Tourism events will include opening and closing ceremonies, trade delegations and industry events, cultural and sporting events

• Australia will share this honour with Switzerland, ASEAN Countries, Denmark and Kazakhstan

• In 2016, China had Year of Tourism with India and the USA

• Integrated program of events in China and Australia.

China Australia Year of Tourism was announced on 6 April 2016

ATE16 in the Gold Coast

99% of attendees reported

satisfaction with the event

97% will definitely/probably

attend again

ATE17 in Sydney 14-18 May will

celebrate 50years of marketing

Australia to the world

Already over target for buyer applications and highest number of sellers in 9 YEARS

Business weeks 2017

Indonesia Australia business week 6-8 March

Australia Business week in iNDIA – 2nd half 2017

TRADE MISSIONS 2017

Walkabout japan 22-24 February

AUSTRALIA TOURISM SUMMIT in LA 27-28 February

Australia marketplace in la 1-3 March

Internationale tourismus borse berlin 8-12 March

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