June TEQ Marketing Strategy 2025 Executive Summary

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1 June 2017 TEQ Marketing Strategy 2025 Executive Summary

2 Vision and The Opportunity Tourism and Events Queensland s (TEQ) Marketing Strategy 2025 provides a platform to realise the TEQ vision of inspiring consumers to visit through showcasing Queensland s hero experiences. Tourism and Events Queensland Vision INSPIRING THE WORLD TO EXPERIENCE THE BEST ADDRESS ON EARTH through brand, integrated marketing and events in priority domestic and international source markets Queensland s signature experiences and events through quality and innovation showcasing the best of Queensland The Opportunity Tourism has been identified as a key growth industry critical to the overall success and resilience of the Queensland economy. Tourism contributes 7.5% of Gross State Product (GSP) and employs 220,000 Queenslanders, generating $23 billion for the state. Queensland s tourism industry has the potential to generate $34 billion by , supporting more than 100,000 additional jobs in the state s economy 2. TEQ plays a key role in supporting industry growth and jobs through: Marketing and promoting tourism in Queensland; Tourism experience and destination development; and Working to identify, attract and promote major events. To reach its full potential, Queensland s tourism industry must overcome a number of challenges, including intense competition from domestic and international destinations. TEQ has developed the Marketing Strategy 2025 (the strategy) to guide tourism marketing and experience development. This long-term strategy aims to realise three objectives for Queensland s tourism industry: Increase overnight visitor expenditure (OVE) from key domestic and international source markets, supporting Queensland jobs; Maintain and grow Queensland s share of Australian OVE; and Grow equity in the Queensland brand. TEQ has undertaken consumer research in Australia and New Zealand, and collaborated with Tourism Australia (TA) to investigate international markets. Research shows that Queensland s experiences are the primary driver of holiday planning and travel. In the eyes of consumers, Queensland owns a range of unique and aspirational experiences, and remains one of the strongest brands in the travel category. TEQ marketing is consumer-led, experiencefocused and destination-delivered: Consumer research has formed the basis for the marketing strategy; Marketing will be based on the Queensland Experience Framework which focuses on those Hero that are the heart and soul of the Queensland story, and; Hero will be brought to life by the Best of Queensland - those tourism products, events and iconic locations that showcase the best of what Queensland destinations have to offer.

3 What does success look like? In pursuit of the vision, inspiring the world to experience the best address on earth, TEQ has defined three corporate objectives with corresponding targets for Queensland s tourism industry to reach its 2025 potential 3. These objectives will be realised through the execution of five strategic marketing priorities. Corporate Objectives Measures and 2025 Targets Strategic Marketing Priorities 1. Increase overnight visitor expenditure (OVE) from key domestic and international source markets, supporting Queensland jobs 2. Maintain and grow Queensland s share of Australian OVE 3. Grow equity in the Queensland brand Total Queensland OVE: $33.8 bn 2 (supporting over 100,000 additional jobs) 3 Queensland share of total Australian OVE: 23.4% 26.0% Queensland Brand Equity Index: 3.3 (Nielsen, all respondents) Clearly articulate Queensland s global target markets to maintain and grow share of expenditure Identify and showcase Queensland s hero experiences to create competitive advantage Inspire a global target audience to consider Queensland Ensure a focus on Queensland s best of the best tourism operators, events and locations that deliver exceptional, quality experiences Maximise visitation and expenditure across Queensland s suite of destinations 1 This target was developed based on Tourism Forecasts 2016 published by Tourism Research Australia (TRA). Note: TRA reviews and revises forecasts on an annual basis. Accordingly, TEQ will review the target annually. Targets represent industry performance and are affected by a multitude of factors in addition to destination marketing, including global economic conditions. 2 This estimate is based on achieving the expenditure goal of $33.8 billion and the job creation equivalent of approximately one additional job for every $100,000 of additional OVE ( base year). 3 The corporate objectives are aligned to the functions of TEQ detailed in the Tourism and Events Queensland Act These include TEQ s function to attract international and domestic travellers to Queensland, contribute to the Queensland economy and enhance the profile of Queensland. Note that measures and 2025 targets reflect industry performance and are affected by a multitude of factors in addition to destination marketing. Queensland OVE and market share is monitored on a quarterly basis. Reporting and review of Queensland s Brand Equity Index will occur annually. All actions are reviewed annually under TEQ s business planning process.

4 Consumer Research - understanding the opportunity Considering the opportunities and challenges facing Queensland s tourism industry, TEQ has undertaken a series of consumer research projects. The objective is to inform a consumer-led and evidence-based marketing approach. Core Research Question How do we best present, position and communicate our destination assets to prospective travellers to drive growth in visitation to 2025? Research Findings within Queensland are the primary driver of holiday planning and travel; Domestic and International Segmentation In developing the approach to consumer segmentation, research in Australia and New Zealand identified three primary determinants of destination choice; geographic location, trip occasion and life stage. These determinants form the basis of TEQ s domestic and New Zealand market segmentation. TEQ will target consumers in domestic markets and New Zealand based on the following segments: Life Stage Sinks/Dinks: (Single/double income no kids) aged 18-49; Young Families: children under five living at home; Queensland owns a range of unique and aspirational experiences; Older Families: no children under five living at home; and Queensland remains one of the strongest brands in the travel category; and Empty Nesters: 50+ with no children at home. Queensland is considered by holiday travellers to be the primary destination with regions considered more an experience location than a destination brand. Travel Occasion Consumer research findings have informed the development of Queensland s Experience Framework, and the refreshed Queensland brand. Weekend getaway: 1-3 nights; Short break: 4-6 nights; and Real holiday: 7-14 nights. In key international markets TEQ collaborates with TA utilising their Consumer Demand Preference research to target Experience Seekers. The Consumer Demand Project investigates key themes and experience categories that appeal to international consumers. TEQ and TA are currently in the process of updating the international marketing segmentation by market, using a combination of research resources and in-market intelligence.

5 Queensland s Experience Framework Queensland s Experience Framework identifies five key Experience Pillars and supporting Hero that reflect the heart and soul of the Queensland story and represents where we have a competitive advantage. The Framework will guide TEQ s marketing activities by focusing on Hero that have the best potential to drive visitation and expenditure. The Framework will also identify Queensland s best of the best tourism operators and guide the future development of quality and innovative experiences. Experience Pillars These five experience pillars have been identified through consumer research as categories that set Queensland apart. They form the backbone of Tourism and Events Queensland s creative strategy and define how messaging is delivered to consumers. Reef, Islands and Beaches Natural Encounters Adventure and Discovery Lifestyle, Culture and People Events Hero Each Experience Pillar has a suite of Hero that reflect the heart and soul of the Queensland story and represent where we have a competitive advantage. Great Barrier Reef Islands Beaches Diving and Snorkeling Sailing Natural Landscapes Wildlife Marine Life Adventure Dinosaurs and Fossicking Theme Parks Journeys Food and Beverage Outback and Country Life Local Characters City Indigenous Endurance Events Food and Beverage Events Country Music Events Music and Entertainment Events Brisbane s Cultural and Creative Precincts Blockbuster Sport Outback Events Indigenous Events Best of Queensland The Best of Queensland are identified as the best of the best tourism operators, events and locations that bring to life Queensland s Hero.

6 Queensland s Key Source Markets UK and Nordic $553.0m ($867.4m) Greater China $1,400.6m ($4,822.9m) Europe $388.0m ($558.0m) Japan $398.7m ($624.7m) South Korea $223.0m ($312.0m) Americas $499.9m ($917.2m) India $98.0m ($429.3m) Southeast Asia $310.1m ($485.5m) Domestic $15.1b ($22.3b) New Zealand $598.9m ($913.6m) (2025 potential) 2016 OVE Domestic Markets: Intrastate (within Queensland); Interstate (states other than Queensland) Eastern Markets: Greater China (China, Hong Kong and Taiwan), Japan, Southeast Asia (Singapore, Malaysia and Indonesia), South Korea and India Western Markets: New Zealand, United Kingdom, Ireland, Nordic countries, Europe (Germany, Switzerland, Netherlands, Italy and France), Americas (USA and Canada) Source: Tourism Research Australia, Year ending December potential is based on national-level Tourism forecasts to June Where forecasts were unavailable five-year historic growth was used to estimate future potential.

7 Strategic Marketing Priorities The following are TEQ s long-term priorities, aligned with the strategies to realise these over the medium term. Five priorities were identified to address the specific challenges and opportunities identified through consumer research and economic analysis. Strategies are reviewed and updated annually as part of TEQ s annual planning process. Strategic Marketing Priority Strategies 1. Clearly articulate Queensland s global target markets to maintain and grow share of expenditure 2. Identify and showcase Queensland s hero experiences to create competitive advantage 3. Inspire a global target audience to consider Queensland 4. Ensure a focus on Queensland s best of the best tourism operators, events and locations that deliver exceptional, quality experiences 5. Maximise visitation and expenditure across Queensland s suite of destinations 1.1 Identify and target key domestic market segments. 1.2 Identify and target key international target audience. 2.1 Use an Experience Framework to guide Queensland s marketing and experience development activities. 2.2 Develop content for the Experience Framework and maintain a strong link to relevant destinations. 2.3 Profile the iconic Great Barrier Reef under the Reef, Islands and Beaches experience pillar. 2.4 Support Event Experience cluster strategies to develop Queensland s Hero Event. 3.1 Activate the Queensland brand platform and global creative territory. 3.2 Implement a program of activities that brings the creative platform to life. 4.1 Implement a program to identify the Best of Queensland and bring the Framework to life. 4.2 Showcase the Best of Queensland, the best of the best Queensland tourism products, events and locations. 4.3 Actively leverage Tourism Australia s Signature of Australia program, formerly the Best of Australia program. 5.1 Increase visitation and expenditure with a program of targeted conversion opportunities. 5.2 Market the Queensland Calendar of Events using the It s Live! In Queensland platform. 5.3 Focus on the development and maintenance of global partnerships that will grow available investment for promoting Queensland s experience pillars, destinations, products and events. 5.4 Leverage the Gold Coast 2018 Commonwealth Games to profile Queensland as a major events and tourism destination.

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