Present and Future Holiday Seekers

Nell AndersonGeneral Manager StrategyTourism Australia

Tourism – seriously fun business

• $94 billion industry, contributing $34 billion to GDP

• Largest services export earner ($23 billion)

• Employs 500,000 people directly

• 46 cents in every dollar spent in regional Australia

• Brand Australia

Tourism Australia

“To grow demand for both leisure tourism and business events and support industry to increase visits, dispersal and economic value”

• International focus, targeted for domestic and BE

• Work closely with the STOs (RTOs/LTOs)

Tourism Industry Strategic Direction

• Jackson Report – June 2009

• National Long Term Tourism Strategy – December 2009

• 2020 Tourism Industry Potential –November 2010

– Galvanizing the industry

– Improving performance

– Creating a more appealing Australia for the future

2020 Tourism Industry Potential

What do we need in 2020?

• Demand

– 6m to 9-10m international visitors, 73m to 83-97m domestic visitors (1-3% AAG)

• Aviation

– inbound seats +40-50%, domestic seats +23-30%

• Product:

– 40,000-70,000 new capital city beds

– Regional Australia does not need beds – focus on quality/signature accommodation

What do we need in 2020?

• Labour & skills

– 100,000 new jobs

• Marketing

– There’s Nothing Like Australia campaign

– High impact demonstration (e.g. Oprah)

– Digital / Social

International Facts & Figures

ABS (Year End 04/11)Visitors %Growth Spend*

NZ 1,178 +6% 3

UK 656 -3% 2

USA 487 -3% 4

China 378 +30% 1

Japan 356 +5%^ 8

IVS March ‘11Total visitors 5,440,000 +39%

Total spend $26 million +49%

Holiday 45% of all visitors62 million nights25% in rental house or apartment$6 billion (-5%)

* ranking for spend – IVS March ’11^ (-17% YTD)

Promoting Internationally

• Tourism Australia uses 7 experiences

• Research shows Nature and Journeys are in the top 3 motivating experiences in all markets tested (12 markets)

• Coastal is next and not included in the top 3 for Germany and UK

• Outback, Aboriginal, Cities and Food & Wine provide depth

• Inclusion of people is essential

Domestic Facts & Figures

Total trips 67.6 million +2%

Visitor nights 257 million -

State nights NSW 31%QLD 26%VIC 19%

Purpose Holiday 49%VFR 30%Business 15%

Overnight expenditure $41.9 billion -2%

Rental home/apartment 8% of nights

Domestic

67 million trips +2%

1,340k incremental

NVS March ’11 (March ’11)

Outbound

6.4 million trips +10%

587k incremental

Key Qualitative Domestic Trends

• An Aussie holiday is about re-connection (family, friends, “me time”), return to stability, sense of nostalgia

• Local events are important (part of re-connecting)

• The motivation for Aussie holidays are affordable, relaxation and value for money

• The association for Aussie holidays are short break, convenient, easy, familiar – NOTE the GAP

Key Qualitative Domestic Trends

• Most domestic trips are 2-7 nights, Youth & SINKs more likely weekend; family & seniors more likely a week or more

• More Aussie consumers are feeling worse off (38% June ‘11 v 28% 2008)

“A richer life rather than a life of riches”

Selected TNS studies

Summary

• Tourism is a vital and important industry

• Australian Tourism has ambition

• Challenges and opportunities here and now

• Build a more appealing Australia for the future

Paul MurrayBusiness Development Manager

How to connect with Tourism Australia

Marketing Opportunities

Toolkits

Resources

Global Marketing Prospectus 2011/12

The information contained within this presentation can be found in the Global Marketing Prospectus 2011/12

Download your copy from the homepage of our corporate site:

www.tourism.australia.com

Sign up for ‘Essentials’

Weekly news from Tourism Australia

• Upcoming marketing opportunities

• What’s new in Australian tourism

• Statistics and analysis

• Global tourism trends

• Industry offers and opportunities

tourism.australia.com/essentials

Visit Tourism Australia’s Corporate site

Access to the latest info:

• Marketing campaigns

• Marketing opportunities

• Market updates

• Industry news

• Research

• Statistics

• Reportstourism.australia.com

Marketing: 10 Free Campaign Tools

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Marketing: Australia.com

• Tourism Australia’s consumer website

• 18 million unique visits(2009/2010)

• Ensure your listing is up to date at:

www.atdw.com.au

Marketing: Social Media Facebook Twitterwww.facebook.com/seeaustralia www.twitter.com/seeaustralia

Become a friend of Australia Follow us on Twitter

Marketing: Trade EventsTourism Australia coordinates and participates in more than 30 international trade shows each year

How to get involved?

Visit the Trade Events website:

• See the calendar of events

• Research and plan which events to attend

• Submit event applications online

www.tradeevents.australia.com

Toolkit: Planning for Inbound SuccessA guide to becoming export ready.

Contents include:

• The Inbound Traveller & Trends

• The Travel Distribution System

– Working with Inbound Tour Operators, Wholesalers, Online Travel Retailers

• Developing a Marketing Plan

• Marketing to Inbound Travelers

• Tourism Acronyms Explained

Toolkit: Boosting your bottomlineA practical resource that provides

important information on:

• Tourism Australia’s target consumer “The Experience Seeker”

• How to position your product as an experience through ‘bundling’;

• How to promote your product as an experience through public relations and digital marketing

Toolkit: Making a Splash• A tool to assist you to generate

publicity

• Tips on:

- Writing media releases

- Developing media kits

- Hosting media

- Building media relations

- Crisis Management

• Download from:tourism.australia.com/makingasplash

Resources: Research Quarterly Market Updates

• Current state of international tourism to Australia

• Tourism Australia’s major international activities.

Annual Market Profiles

• Produced for 14 key markets

• Providing information and insights on market performance, aviation and the distribution system.

• International Video PortalWatch regular market updates featuring the latest market knowledge and insights, direct from Tourism Australia’s teams in region.

tourism.australia.com/markets

Resources: Image Library & logo

www.images.australia.com

• 10,000+ FREE Images

• Moving footage available for download

www.tourism.australia.com/logo

• Provide recognition and creditability for your messages

• Visit the above URL for download instructions

Paul Murray

Business Development Manager

WA, SA, Vic, Tas, Sydney Attractions

E: pmurray@tourism.australia.com

Joleen Booth Business Development ManagerACT, NT, QLD, NSW (Except Sydney Attractions)E: jbooth@tourism.australia.com

Resources: Business Development Team