TOURI$M INVE$TMENT
Sam Friend
If you’re not a billionaire
What about a pool in NYC’s East River?
Crowdfunding
• +pool raised over $250k • 3000+ backers – <$100 p.p. • 30 days – almost $10k per day • Pozible.com – Australian made • Kickstarter.com – US import
Crowdfunding Tips
1. Emotion driven to engage people 2. Exclusivity for funders 3. Align with publicity & social
media 4. What projects have worked
Collaborative Consumption
Social Enterprise
14,321,079 4,296,324 1,455,429
What about me?
Not so investable
1. 74% tourism SME motivated by lifestyle (1)
2. High input costs - Not scalable 3. Low margin
More investable
1. Business driven 2. Service business with high
recurring income => scalable 3. Differentiated => high margin 4. Growing market
Gvt - Market to Asia (2)(3)(4)
• Gvt $46m on $9B “spend” (0.5%) • OTA $1.3B on $20B “sales” (6.5%) ACTION Ø Increase Gvt spend $500m p.a
Gvt - Market to Asia (5)(3)
• $500m => $8.5B extra “spend” p.a • DOUBLE Asian spend vs 6% • +40% Australian inbound vs 6% BUT Ø Where’s the $500m p.a come from?
Show me the money! (6)
1. Car Manufacturing Industry – ~ $500M funding p.a – Creates ¼ value of tourism – Employs 20% less jobs
$250m
Show me the money! (7)
2. Apply GST to outbound ozzies – ~ $30B spend ~50% pre-trip – GST = $1.5B!!!
$250m
$250m
TA Asian Credentials? (8)
BOARD CEO INT MKT
Asian heritage = 0
Mentions of Asia in Bio = 0
Who can help us?(9)(10)(11)
Columbia University
1993 -> 2008 Olympic Games
Yang Lan TV 200m 5x WWW 200m 25x
Quiz ? Lived in China ? Korea & China invest $7b in Oz ? Oz vs China basketball tournament Thanks J
Sources 1. Na-onal Tourism Investment Strategy Research Report, AEC Group
(2006) 2. Tourism Australia unveils new marke-ng push in Asia, Andrew McEvoy,
press release, 17 August 2012 3. Interna-onal Visitors in Australia, June Quarter (2013), Tourism
Research Australia 4. Priceline Group 2012 Annual Return 5. Measuring the return from Australian tourism marke-ng investment in
Asia (2008) / Nada Kulendran, Larry Dwyer 6. End of the road for handouts to an ailing industry, 9 November 2013,
The Australian, Paul Kelly 7. Tourism investment in Australia (2010): a scoping study / Driml, Sally et
al. 8. www.tourism.australia.com/about-‐us/our-‐organisa-on.aspx 9. 'China's Oprah Winfrey' Yang Lan signs deal with Hollywood agent, 28
March 2009, Telegraph UK, Caroline Hedley 10. www.forbes.com/global/2000/1127/0324146a.html 11. www.quantcast.com/oprah.com/geo
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