June TEQ Marketing Strategy 2025 Executive Summary

Size: px
Start display at page:

Download "June TEQ Marketing Strategy 2025 Executive Summary"

Transcription

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.

June TEQ Marketing Strategy 2025 Executive Summary

June TEQ Marketing Strategy 2025 Executive Summary June 2018 TEQ Marketing Strategy 2025 Executive Summary Vision and The Opportunity Tourism and Events Queensland s (TEQ) Marketing Strategy 2025 provides a platform to realise the TEQ vision of inspiring

More information

AQUATIC AND COASTAL CAMPAIGN. Overview page 1. Research page 2. Objectives page 3. Audience page 3. Creative idea page 3. Campaign pillars page 4

AQUATIC AND COASTAL CAMPAIGN. Overview page 1. Research page 2. Objectives page 3. Audience page 3. Creative idea page 3. Campaign pillars page 4 AQUATIC AND COASTAL CAMPAIGN Overview page 1 Research page 2 Objectives page 3 Audience page 3 Creative idea page 3 Campaign pillars page 4 Creative delivery page 4 Campaign overview 'There s nothing like

More information

About Tourism and Events Queensland

About Tourism and Events Queensland About Tourism and Events Queensland Tourism and Events Queensland is Queensland s lead marketing, destination and experience development and major events agency. In partnership with Government, RTOs, industry

More information

Queensland s International Education Tourism Paper

Queensland s International Education Tourism Paper July 2018 Queensland s International Education Tourism Paper 2025 Executive Summary International education is a high value market to Queensland s tourism and events industry due to international students

More information

Fraser Coast. Destination Tourism Strategy

Fraser Coast. Destination Tourism Strategy Fraser Coast Destination Tourism Strategy 2012 2016 Fraser Coast The Fraser Coast is home to two of the great icons of Queensland tourism, the world heritage listed Fraser Island and the whale watching

More information

NICKI KENYON GENERAL MANAGER CONSUMER MARKETS VISIT VICTORIA. VICTORIAN TOURISM CONFERENCE 25 July 2017

NICKI KENYON GENERAL MANAGER CONSUMER MARKETS VISIT VICTORIA. VICTORIAN TOURISM CONFERENCE 25 July 2017 NICKI KENYON GENERAL MANAGER CONSUMER MARKETS VISIT VICTORIA VICTORIAN TOURISM CONFERENCE 25 July 2017 OVERVIEW Victoria s Visitor Economy Strategy & Targets Victoria s tourism performance Priorities for

More information

STRATEGIC MARKETING PLAN

STRATEGIC MARKETING PLAN STRATEGIC MARKETING PLAN 2011-2015 A 5 year vision for the region CONTENTS 1. Introduction 2 2. Marketing Environment 6 3. Market Priorities 8 4. Strategic Focus 10 5. Market Profiles 16 6. Supporting

More information

Mackay Region. Destination Tourism Strategy

Mackay Region. Destination Tourism Strategy Mackay Region Destination Tourism Strategy 2012 2016 Mackay Region The Mackay region offers an abundance of natural attractions including national parks, gorges, the Great Barrier Reef, numerous islands

More information

Annual Report 16/17 ANNUAL REPORT 16/17

Annual Report 16/17 ANNUAL REPORT 16/17 Annual Report 16/17 ANNUAL REPORT 16/17 1 Letter of compliance 8 September The Honourable Kate Jones MP Minister for Education and Minister for Tourism, Major Events and the Commonwealth Games GPO Box

More information

International Tourism Snapshot

International Tourism Snapshot International visitors to Australia International visits continue to grow Australia hosted a record number of international visitors in the year ending International visitor expenditure in Australia September

More information

Tourism and Events Queensland s Aviation Framework Executive Summary

Tourism and Events Queensland s Aviation Framework Executive Summary Tourism and Events Queensland s Aviation Framework 2018 2025 Executive Summary Key Stakeholders and their Responsibilities DESTINATION PARTNERS Australian Government Australian Government Department of

More information

International Tourism Snapshot

International Tourism Snapshot International visitors to Australia Total holiday 4,447,000 5.0% 18.9-0.7% NZ 490,000-1.4% 7.5-9.4% Asia 2,292,000 8.6% 15.5-5.3% North America 496,000 4.6% 15.2-7.1% Europe 554,000 0.2% 38.5 8.3% UK 400,000

More information

T O U R I S M P L A N 2020

T O U R I S M P L A N 2020 T O U R I S M P L A N 2020 2 CITY OF HOLDFAST BAY TOURISM PLAN 2020 CONTENTS Executive Summary 4 Introduction 7 Tourism at a State and National Level 7 Tourism in the City of Holdfast Bay 7 Our Focus 8

More information

International Tourism Snapshot

International Tourism Snapshot Australia on a high International visitors to Australia Australia welcomed 7.8m international visitors in the year ending June International visitor expenditure in Australia 2017, more than any previous

More information

Who s Staying in Our Parks?

Who s Staying in Our Parks? 1 Who s Staying in Our Parks? VicParks Annual Conference 22/08/2017 Presented by Peter Clay GM for Research & Advocacy 2 WORKING COLLABORATIVELY WITH STATE ASSOCIATIONS Our research is undertaken in partnership

More information

2012 Coach & Charter Seminar. 21 February 2012 Presented by Amanda Coghlan Strategic Insights Analyst

2012 Coach & Charter Seminar. 21 February 2012 Presented by Amanda Coghlan Strategic Insights Analyst 2012 Coach & Charter Seminar 21 February 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Lead Government agency for the NSW tourism and events sectors Established as a statutory

More information

Queensland Tourism Aviation Blueprint to 2016

Queensland Tourism Aviation Blueprint to 2016 Queensland Tourism Aviation Blueprint to 2016 tq.com.au Blueprint outline The purpose of the Queensland Tourism Aviation Blueprint to 2016 is to develop the strategic framework that will guide aviation

More information

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Today s Presentation Destination NSW introduction Explaining data

More information

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Today s Presentation Destination NSW introduction Explaining data

More information

International Visitation to the Northern Territory. Year ending March 2018

International Visitation to the Northern Territory. Year ending March 2018 International Visitation to the Northern Territory Year ending March 2018 The following is a summary of information relevant to the Northern Territory (NT) tourism industry including visitation results

More information

Expenditure Share of Visitors Visitor Expenditure expenditure nights per visitor

Expenditure Share of Visitors Visitor Expenditure expenditure nights per visitor Table 23 Modelled domestic overnight visitor expenditure (a) in the top 20 regions ranked by expenditure, including airfares and long distance transport costs Year ended 31 March 2010 (a) (b) Expenditure

More information

2017 POLICY DOCUMENT. Growing Tourism, Growing Tourism Jobs. Putting Queenslanders First

2017 POLICY DOCUMENT. Growing Tourism, Growing Tourism Jobs. Putting Queenslanders First 2017 POLICY DOCUMENT Growing Tourism, Growing Tourism Jobs Putting 2 Growing Tourism, Growing Tourism Jobs Contents Message from the Premier 3 Our Commitment 4 The Newman-Nicholls Legacy 5 The Palaszczuk

More information

International Tourism Snapshot

International Tourism Snapshot 2007 2008 2009 2010 2011 2012 2013 2014 International Tourism Snapshot International to Australia Avg Stay 2 1 Holiday 3,291,000 8.7% 22.1 (-5.6%) NZ 449,000 6.1% 9 (-6.3%) Asia 3 1,482,000 9. 19.2 (-1.)

More information

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Today s Presentation Destination NSW introduction Explaining data

More information

CULTURAL & HERITAGE TOURISM IN AUSTRALIA APRIL 2016

CULTURAL & HERITAGE TOURISM IN AUSTRALIA APRIL 2016 CULTURAL & HERITAGE TOURISM IN AUSTRALIA APRIL 2016 For further information, please contact: Russell Goss Director Policy & Research rgoss@ttf.org.au (02) 9240 2015 Cultural & heritage tourism in Australia

More information

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW Today s Presentation Destination NSW introduction Explaining data

More information

Tourism Australia s StRATEGIC and Creative Direction KAREN HALBERT I EGM CORPORATE AFFAIRS, GOVERNMENT & INDUSTRY

Tourism Australia s StRATEGIC and Creative Direction KAREN HALBERT I EGM CORPORATE AFFAIRS, GOVERNMENT & INDUSTRY Tourism Australia s StRATEGIC and Creative Direction KAREN HALBERT I EGM CORPORATE AFFAIRS, GOVERNMENT & INDUSTRY OUR VISION TO MAKE AUSTRALIA THE MOST DESIRABLE AND MEMORABLE DESTINATION ON EARTH ALIGNED

More information

Marketing & Communications Plan

Marketing & Communications Plan Marketing & Communications Plan 2018-2019 Business Profile Mackay Tourism Ltd (MTL) is the peak tourism organisation for the Mackay and Isaac regions. As a not-for-profit, membership-based, marketing and

More information

Keith Henry President & CEO, Aboriginal Tourism Association of Canada

Keith Henry President & CEO, Aboriginal Tourism Association of Canada Keith Henry President & CEO, Aboriginal Tourism Association of Canada Aboriginal Tourism Association of Canada - ATAC ATAC focuses on creating partnerships between associations, organizations, government

More information

Destination Marketing, Management and Events Plan 2015 to 2018

Destination Marketing, Management and Events Plan 2015 to 2018 Destination Marketing, Management and Events Plan 2015 to 2018 Ipswich.qld.gov.au AdvanceIpswich.com.au Executive Summary With a clear market positioning and an achievable set of action items, it is possible

More information

International Visitation to the Northern Territory. Year ending September 2018

International Visitation to the Northern Territory. Year ending September 2018 International Visitation to the Northern Territory Year ending September 2018 INTERNATIONAL VISITORS IN THE NORTHERN TERRITORY YEAR ENDING SEPTEMBER 2018 VISITORS 289,000-1.1% NIGHTS 3.6 MILLION EXPENDITURE

More information

U.S. Travel and Tourism Report

U.S. Travel and Tourism Report 2014/TWG44/010 Agenda Item: 18 U.S. Travel and Tourism Report Purpose: Information Submitted by: United States 44 th Tourism Working Group Meeting Cusco, Peru 9-10 April 2014 U.S. Travel and Tourism Report

More information

Nature Based Tourism in Australia Manifesto

Nature Based Tourism in Australia Manifesto Nature Based Tourism in Australia Manifesto COVER NOTE This draft Manifesto has been crafted through consultation with State and Federal Governments; tourism and parks agencies; the investment community;

More information

Gold Coast Destination Tourism Management Plan

Gold Coast Destination Tourism Management Plan Gold Coast Destination Tourism Management Plan 2014-2020 Swell Sculpture Festival Currumbin Acknowledgements Images used throughout this document are courtesy of Tourism and Events Queensland and the of

More information

Netherlands. Tourism in the economy. Tourism governance and funding

Netherlands. Tourism in the economy. Tourism governance and funding Netherlands Tourism in the economy The importance of domestic and inbound tourism for the Dutch economy is increasing, with tourism growth exceeding the growth of the total economy in the last five years.

More information

30 th January Local Government s critical role in driving the tourism economy. January 2016 de Waal

30 th January Local Government s critical role in driving the tourism economy. January 2016 de Waal 30 th January 2016 Local Government s critical role in driving the tourism economy January 2016 de Waal Contents Local Government can make or break tourism in their jurisdiction... 3 TNQ Tourism Vision...

More information

1. FORECAST VISITATION FOR GREAT OCEAN ROAD

1. FORECAST VISITATION FOR GREAT OCEAN ROAD 1. FORECAST VISITATION FOR GREAT OCEAN ROAD 1.1. INTRODUCTION This section provides a 20-year forecast of visitation to the Great Ocean Road Region, modelled from Australian Tourism Forecast Committee

More information

Who we spoke to. Long haul travellers across 15 of Australia s key tourism markets

Who we spoke to. Long haul travellers across 15 of Australia s key tourism markets Who we spoke to Long haul travellers across 15 of Australia s key tourism markets Importance factors for destination choice Read as: 16% of respondents rate exciting events, local festivals and celebrations

More information

UNDERSTANDING THE ITALIAN MARKET

UNDERSTANDING THE ITALIAN MARKET UNDERSTANDING THE ITALIAN MARKET Market Overview In 2015, Italy was s 18th largest inbound market for visitor arrivals, and 17th for total visitor nights and spend. 73,000 Visitor arrivals 1 (á 2 per cent)

More information

MELBOURNE S WEST TOURISM RESEARCH

MELBOURNE S WEST TOURISM RESEARCH MELBOURNE S WEST TOURISM RESEARCH COLLATION OF TOURISM RESEARCH AUSTRALIA DATA MAY 2017 WESTERN MELBOURNE TOURISM Urban Enterprise Urban Planning / Land Economics / Tourism Planning / Industry Software

More information

CORPORATE PLAN to tourism.australia.com

CORPORATE PLAN to tourism.australia.com CORPORATE PLAN 2018 to 2022 tourism.australia.com Contents 1. Managing Director s message 4 2. Purpose and vision 6 3. Goal and Tourism 2020 7 4. Operating context and strategic risks 9 5. Strategies 13

More information

Nova Scotia Tourism Agency Department of Economic and Rural Development and Tourism Statement of Mandate

Nova Scotia Tourism Agency Department of Economic and Rural Development and Tourism Statement of Mandate Nova Scotia Tourism Agency Department of Economic and Rural Development and Tourism Statement of Mandate 2014-15 Message from the Minister and the CEO Tourism is a key economic driver for communities throughout

More information

VisitScotland s International Marketing Activity

VisitScotland s International Marketing Activity VisitScotland The Importance of the Visitor Economy A strong visitor economy helps to position Scotland on the world stage whilst the economic impact of the visitor spend spreads out from the traditional

More information

South Australian Tourism Commission UPDATE. RODNEY HARREX 10 November 2017

South Australian Tourism Commission UPDATE. RODNEY HARREX 10 November 2017 South Australian Tourism Commission UPDATE RODNEY HARREX 10 November 2017 HE SOUTH AUSTRALIAN ISITOR ECONOMY INTERNATIONAL $1.1B UP 12% $118m DOMESTIC $5.3B UP 3.5% $178m REGIONAL $2.6B UP 7.4% $180m

More information

Grampians Tourism Strategic Plan

Grampians Tourism Strategic Plan Grampians Tourism 2016-20 Strategic Plan Grampians Tourism Board Inc. June 2016 BACKGROUND Grampians Tourism Board Inc. has developed a new four-year strategic plan to develop the Visitor Economy in the

More information

Tropical North Queensland Destination Tourism Plan OCTOBER 2018

Tropical North Queensland Destination Tourism Plan OCTOBER 2018 Tropical North Queensland Destination Tourism Plan OCTOBER 2018 Contents Executive summary 3 About Tourism Tropical North Queensland 4 Destination marketing 4 Experience development 4 Product development

More information

DESTINATION GIPPSLAND RESEARCH PROGRAM. Health of Tourism Preliminary Results

DESTINATION GIPPSLAND RESEARCH PROGRAM. Health of Tourism Preliminary Results DESTINATION GIPPSLAND RESEARCH PROGRAM Health of Tourism Preliminary Results Mike Ruzzene Director, Urban Enterprise CITY OF GREATER GEELONG OVERVIEW OF THE RESEARCH HEALTH OF TOURISM STUDY BUSINESS SURVEY

More information

More information at

More information at Report Information More information at https://www.htfmarketreport.com/reports/1266534 Global Flight Control Computer Market Research Report 2018 Report Code: HTF1266534 Pages: 91 Price: 1-User PDF : $

More information

Uncertainty in the demand for Australian tourism

Uncertainty in the demand for Australian tourism Uncertainty in the demand for Australian tourism ABSTR This paper conducts a visual examination of the data for both international tourist arrivals and for domestic tourism demand. The outcome of the examination

More information

American Indian Tourism Conference. September 13, 2017

American Indian Tourism Conference. September 13, 2017 American Indian Tourism Conference September 13, 2017 TRAVEL FUELS THE ECONOMY Travel Powers the Economy and Enhances the Image of the USA #1 Services Export 76 million international visitors spent $245

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 LGA PROFILE - Tweed OVERVIEW Total Visitors (overnight and domestic daytrip) (000's) 1,444 80,316 Total Overnight Visitors (000's) 534 28,105 Total Nights (000's) 2,054 154,563 Total Spend (overnight and

More information

CONSUMER PROFILE ITALY SUMMARY. Traveller Behaviour. Traveller Profile. Perceptions of Australia. TripAdvisor Facts

CONSUMER PROFILE ITALY SUMMARY. Traveller Behaviour. Traveller Profile. Perceptions of Australia. TripAdvisor Facts CONSUMER PROFILE ITALY SUMMARY Traveller Profile Motivations for travel Italian travellers choose a destination based on world-class nature, history and heritage, aquatic and coastal experiences and good

More information

VICTORIAN VISITOR ECONOMY STRATEGY

VICTORIAN VISITOR ECONOMY STRATEGY VICTORIAN VISITOR ECONOMY STRATEGY 1 Disclaimer The information contained in this report is provided for general guidance and assistance only and is not intended as advice. You should make your own inquiries

More information

OVERVIEW. Currently South Australia contributes $6.3 billion to the Australian tourism economy.

OVERVIEW. Currently South Australia contributes $6.3 billion to the Australian tourism economy. OVERVIEW Currently contributes $6.3 billion to the Australian tourism economy. has achieved 79 per cent of its $8.0 billion maximum potential by 2020. $6.3b $6.5b $8b 2016 2017 2020 Annual Visitor Summary

More information

CONSUMER PROFILE NEW ZEALAND SUMMARY. Traveller Behaviour. Traveller Profile. Perceptions of Australia. TripAdvisor Facts

CONSUMER PROFILE NEW ZEALAND SUMMARY. Traveller Behaviour. Traveller Profile. Perceptions of Australia. TripAdvisor Facts CONSUMER PROFILE NEW ZEALAND SUMMARY Traveller Profile Motivations for travel New Zealand travellers choose a destination based on rich history and heritage, friendly and open citizens, good food and wine

More information

Greater Melbourne s Destination Management Visitor Plan. Executive Summary

Greater Melbourne s Destination Management Visitor Plan. Executive Summary Greater Melbourne s Destination Management Visitor Plan Executive Summary Funding Partners The Australian Government through the Tourism Demand-Driver Program, administered by the Victoria State Government

More information

Business Events Market Segmentation. James Seymour CEO: Durban KwaZulu-Natal Convention Bureau

Business Events Market Segmentation. James Seymour CEO: Durban KwaZulu-Natal Convention Bureau Business Events Market Segmentation James Seymour CEO: Durban KwaZulu-Natal Convention Bureau 27 09 2013 There are some 28 Core Factors that determine the success of a business event or business tourism

More information

Australia. A: Definitions and sources of data

Australia. A: Definitions and sources of data Australia A: Definitions and sources of data Data on foreign direct investment (FDI) in Australia are reported by the Australian Bureau of Statistics (ABS). The definition of FDI is essentially in line

More information

SOUTHERN QUEENSLAND COUNTRY DESTINATION TOURISM PLAN

SOUTHERN QUEENSLAND COUNTRY DESTINATION TOURISM PLAN SOUTHERN QUEENSLAND COUNTRY DESTINATION TOURISM PLAN September 2014 Southern Queensland Country Destination Tourism Plan 2014-2020 1 Executive Summary The Southern Queensland Country Destination Tourism

More information

Backpackers to the Northern Territory DEPARTMENT OF TOURISM AND CULTURE. Executive Summary June 2018

Backpackers to the Northern Territory DEPARTMENT OF TOURISM AND CULTURE. Executive Summary June 2018 Backpackers to the Northern Territory DEPARTMENT OF Executive Summary June 2018 Background and Objectives DEPARTMENT OF There has been a continuous decline in international backpacker numbers since the

More information

TRUTH OPINION KNOWLEDGE IDEAS & SUPERYACHT OWNER INSIGHT

TRUTH OPINION KNOWLEDGE IDEAS & SUPERYACHT OWNER INSIGHT The Proposition...3 The Global Wealth Network...5 The Platform...7 The Publication...9 The Editorial...13 The Website...15 The Audience...19 The Partners...23 The Package...25 The Rates...27 The Distribution...31

More information

Commerce Committee. 2015/16 Estimates Examination. Vote Business, Science and Innovation. Tourism Portfolio

Commerce Committee. 2015/16 Estimates Examination. Vote Business, Science and Innovation. Tourism Portfolio Commerce Committee 2015/16 Estimates Examination Vote Business, Science and Innovation Tourism Portfolio Ministry of Business, Innovation and Employment Responses Supplementary Questions 124-131 June 2015

More information

TOURISM VISION 2020: NORTHERN TERRITORY S STRATEGY FOR GROWTH

TOURISM VISION 2020: NORTHERN TERRITORY S STRATEGY FOR GROWTH TOURISM VISION 2020: NORTHERN TERRITORY S STRATEGY FOR GROWTH RAZORBACK RIDGE, SECTION 5 LARAPINTA TRAIL, CENTRAL AUSTRALIA UBIRR, KAKADU NATIONAL PARK Northern Territory Government Tourism NT 18 Parsons

More information

INTERNATIONAL TOURISM REPORT: OVERVIEW OF ACCOMMODATION PERFORMANCE

INTERNATIONAL TOURISM REPORT: OVERVIEW OF ACCOMMODATION PERFORMANCE 1. Key markets and trends INTERNATIONAL TOURISM REPORT: OVERVIEW OF ACCOMMODATION PERFORMANCE 1.1 Overview International Visitors 8,362,774 6.15% International Visitor Nights 269,676,096 1.39% International

More information

Education and Tourism - Twins or distant cousins, what is the relationship? Dr Perry Hobson. Director THE-ICE AIEC, Melbourne October 11th, 2007

Education and Tourism - Twins or distant cousins, what is the relationship? Dr Perry Hobson. Director THE-ICE AIEC, Melbourne October 11th, 2007 Education and Tourism - Twins or distant cousins, what is the relationship? Dr Perry Hobson Director THE-ICE AIEC, Melbourne October 11th, 2007 When is a tourist an education tourist? If they enrol in

More information

Outlook for air travel markets

Outlook for air travel markets Outlook for air travel markets June 2016 Brian Pearce Chief Economist International Air Transport Association Extended period of strong air travel market growth 30% 25% 20% 15% 10% 5% 0% -5% -10% -15%

More information

INTERNATIONAL VISITOR SURVEY PAPUA NEW GUINEA

INTERNATIONAL VISITOR SURVEY PAPUA NEW GUINEA INTERNATIONAL VISITOR SURVEY PAPUA NEW GUINEA PAPUA NEW GUINEA TOURISM PROJECT PROJECT OBJECTIVES Objective 1 Objective 2 Objective 3 Grow tourism arrivals to PNG by working with government and private

More information

CONSUMER PROFILE FRANCE SUMMARY. Traveller Behaviour. Traveller Profile. Perceptions of Australia. TripAdvisor Facts

CONSUMER PROFILE FRANCE SUMMARY. Traveller Behaviour. Traveller Profile. Perceptions of Australia. TripAdvisor Facts CONSUMER PROFILE FRANCE SUMMARY Traveller Profile Motivations for travel French travellers choose a destination based on history and heritage, world-class nature, friendly citizens and aquatic and coastal

More information

TOURISM NOVA SCOTIA BUSINESS PLAN

TOURISM NOVA SCOTIA BUSINESS PLAN TOURISM NOVA SCOTIA BUSINESS PLAN 2017-2018 TABLE OF CONTENTS MESSAGE FROM THE CHAIR & CEO 1 MANDATE 2 PLANNING CONTEXT 2 2017-2018 KEY ACTIVITIES 3 OUTCOMES AND PERFORMANCE MEASURES 6 FINANCIAL SUMMARY

More information

GIPPSLAND TOURISM MASTER PLAN

GIPPSLAND TOURISM MASTER PLAN GIPPSLAND TOURISM MASTER PLAN 2013-2018 1 GIPPSLAND TOURISM MASTER PLAN 2013-2018 GIPPSLAND TOURISM MASTER PLAN 2013-2018 The Gippsland Tourism Master Plan provides direction to build the competitiveness

More information

Tourism Snapshot A focus on the markets that the CTC and its partners are active in Ontario June 2011 Volume 7, Issue 6

Tourism Snapshot A focus on the markets that the CTC and its partners are active in Ontario   June 2011 Volume 7, Issue 6 Tourism Snapshot Ontario A focus on the markets that the CTC and its partners are active in www.canada.travel/corporate June 2011 Volume 7, Issue 6 Key highlights In June 2011, overnight travel to Canada

More information

Australia s. The Northern Territory is experiencing solid growth in visitor numbers driven by a strong economy. Northern Territory

Australia s. The Northern Territory is experiencing solid growth in visitor numbers driven by a strong economy. Northern Territory Australia s Northern Territory Australia s Northern Territory is a strategic market for tourism investment, with its well established reputation as an iconic tourism destination located on the doorstep

More information

ICCA & the International Association Meetings ICCA-JNTO-JTA Bid Workshop 2013

ICCA & the International Association Meetings ICCA-JNTO-JTA Bid Workshop 2013 ICCA & the International Association Meetings ICCA-JNTO-JTA Bid Workshop 2013 Asia continues to be one of the most dynamic meetings regions in the world, and has continued to grow and develop throughout

More information

Mood of the Nation. A study into the perceptions held by Australian consumers with respect to the size and value of Australia s tourism industry

Mood of the Nation. A study into the perceptions held by Australian consumers with respect to the size and value of Australia s tourism industry Mood of the Nation A study into the perceptions held by Australian consumers with respect to the size and value of Australia s tourism industry The Mood of the Nation research was initiated to provide

More information

UNDERSTANDING THE CHINESE MARKET

UNDERSTANDING THE CHINESE MARKET UNDERSTANDING THE CHINESE MARKET Market Overview In 2015, China was s second largest inbound market for visitor arrivals and the largest market for total expenditure and visitor nights. 1,024,000 Visitor

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) LGA PROFILE - Great

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) LGA PROFILE - Snowy

More information

Sprint Real Solutions VPN SDS International Rates from the U.S. Mainland, Hawaii, Puerto Rico, and the U.S. Virgin Islands 1*

Sprint Real Solutions VPN SDS International Rates from the U.S. Mainland, Hawaii, Puerto Rico, and the U.S. Virgin Islands 1* 1* The international rates below apply to calls from the U.S. Mainland, Hawaii, Puerto Rico, and the U.S. Virgin Islands where available. The rates, which are shown below in full minute increments, are

More information

IMD World Talent Report Factor 1 : Investment and Development

IMD World Talent Report Factor 1 : Investment and Development THAILAND 2012 2013 2014 2015 2016 Overall Investment & Development Appeal Rank 2016 37 42 24 Readiness 49 of 61 Factor 1 : Investment and Development Total Public Expenditure on Education Percentage of

More information

Blue Mountains Visitors. International overnight, domestic overnight and domestic daytrip visitors. Sep-11. Jun-11. Sep-10. Dec-10. Dec-11.

Blue Mountains Visitors. International overnight, domestic overnight and domestic daytrip visitors. Sep-11. Jun-11. Sep-10. Dec-10. Dec-11. Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) OVERVIEW LGA PROFILE

More information

A rising ELICOS tide lifts all international education ships. So how do we navigate for future success?

A rising ELICOS tide lifts all international education ships. So how do we navigate for future success? A rising ELICOS tide lifts all international education ships. So how do we navigate for future success? Brett Blacker English Australia AIEC 2015 1 The rising tide. Global context Data and trends Policy

More information

Tourism Trends, Outlook and Issues. John G.C. Kester. 6th UNWTO/PATA Forum on Tourism Trends and Outlook. Guilin, China October 2012 day 1

Tourism Trends, Outlook and Issues. John G.C. Kester. 6th UNWTO/PATA Forum on Tourism Trends and Outlook. Guilin, China October 2012 day 1 Tourism Trends, Outlook and Issues 6th UNWTO/PATA Forum on Tourism Trends and Outlook Guilin, China 11-13 October 212 day 1 John G.C. Kester Programme Manager, Tourism Trends and Marketing Strategies World

More information

Nature Based Tourism to NSW

Nature Based Tourism to NSW Nature Based Tourism to NSW Year Ended September 2017 This snapshot provides a profile of nature based 1 to New South Wales in the year ended (YE) September 2017. 2 Research from Tourism Australia 3 and

More information

International Visitation to the Northern Territory. Year ending December 2017

International Visitation to the Northern Territory. Year ending December 2017 International Visitation to the Northern Territory Year ending December 2017 The following is a summary of information relevant to the Northern Territory (NT) tourism industry including visitation results

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) LGA PROFILE - Newcastle

More information

2018/2019 Indigenous Tourism BC Action Plan

2018/2019 Indigenous Tourism BC Action Plan 2018/2019 Indigenous Tourism BC Action Plan CEO s Message I am excited to present our 2018/2019 Action Plan. Since joining Indigenous Tourism BC in August of 2017, we have really grown as an organization.

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 LGA PROFILE - OVERVIEW Total Visitors (overnight and domestic daytrip) (000's) 1,453 80,316 Total Overnight Visitors (000's) 749 28,105 Total Nights (000's) 2,728 154,563 Total Spend (overnight and domestic

More information

TripAdvisor Workshop Christchurch 7 June 2016

TripAdvisor Workshop Christchurch 7 June 2016 TripAdvisor Workshop Christchurch 7 June 2016 TripAdvisor: The World s Largest Travel Site 1 M I L L I O N Reviews & Opinions 3402005 MILLION 2000 Unique visitors a month M I L L I O N 350 r e vie w s

More information

PUFFING BILLY RAILWAY

PUFFING BILLY RAILWAY PUFFING BILLY RAILWAY ONE OF VICTORIA S MAJOR TOURIST ATTRACTIONS The Puffing Billy train operates between Belgrave and Gembrook in the Dandenong Ranges and the route takes in the most picturesque and

More information

Brand Health Survey. Conducted by the Brand Tasmania Council December 2015 and January brandtasmania.com

Brand Health Survey. Conducted by the Brand Tasmania Council December 2015 and January brandtasmania.com Brand Health Survey Conducted by the Brand Tasmania Council December 2015 and January 2016 brandtasmania.com Executive Summary A survey of 731 respondents conducted by Brand Tasmania in December January

More information

A competitive future for destination Australia

A competitive future for destination Australia A competitive future for destination Australia Tourism Futures Conference, October 4 2005 Scott Morrison, Managing Director A changing environment Increased Competition Technological Change Evolving Consumer

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) LGA PROFILE - Eurobodalla

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) LGA PROFILE - Orange

More information

Chart 2. International Student Nights in NSW

Chart 2. International Student Nights in NSW International Student Visitors to NSW Year Ended March 2017 INTRODUCTION The International Education segment in Australia and NSW has had a resurgence and is growing. According to the Department of Education

More information

OVERVIEW Four year annual average to the year ending September 2014

OVERVIEW Four year annual average to the year ending September 2014 Dec-08 Mar-09 Jun-09 Sep-09 Dec-09 Mar-10 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13 Jun-13 Sep-13 Dec-13 Mar-14 Jun-14 Sep-14 Visitors (000's) LGA PROFILE - Oberon

More information

Demonstrating Barossa as Australia s leading regional brand investment

Demonstrating Barossa as Australia s leading regional brand investment THE NEXT HORIZON our strategy 2011 2022 To position Barossa as Australia s leading regional experience on a global stage in terms of food, wine, tourism and community Taking an aspirational vision and

More information

THE GROWTH OF THE HOSPITALITY INDUSTRY IN DUBAI

THE GROWTH OF THE HOSPITALITY INDUSTRY IN DUBAI THE GROWTH OF THE HOSPITALITY INDUSTRY IN DUBAI THE DEFINITION OF TOURISM Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling

More information

USING SPECIAL INTERESTS TO DRIVE TRAVEL. Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am

USING SPECIAL INTERESTS TO DRIVE TRAVEL. Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am USING SPECIAL INTERESTS TO DRIVE TRAVEL Chris Atkinson TNZ Marketing Communications Manager Sectors Wednesday 12 March, 9am Agenda 1. Introduction 2. Special Interest (SI) overview and definition 3. Recap:

More information

Tourism Snapshot. A focus on the markets that the CTC and its partners are active in. July 2011 Volume 7, Issue 7.

Tourism Snapshot. A focus on the markets that the CTC and its partners are active in. July 2011 Volume 7, Issue 7. Tourism Snapshot Echo Valley Ranch and Spa, British Columbia A focus on the markets that the CTC and its partners are active in www.canada.travel/corporate July 2011 Volume 7, Issue 7 Key highlights In

More information

Tourism Towards 2030 Preview of findings

Tourism Towards 2030 Preview of findings Tourism Towards 23 Preview of findings 54th meeting of the UNWTO Commission for the Americas 11 September 212 Quito, Ecuador Carlos Vogeler Regional Director for the Americas World Tourism Organization

More information