CONSUMER DEMAND PROJECT FACT SHEETS: UNDERSTANDING THE MARKETS

Transcription

1 CONSUMER DEMAND PROJECT FACT SHEETS: UNDERSTANDING THE MARKETS UNDERSTANDING THE MARKETS The information in these fact sheets comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Over the last five years, Tourism has spoken to over 90,000 international long-haul travellers via online consumer research panels. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. CONTENTS s position and opportunity Nature and wildlife Food and wine Aquatic and coastal Attractions and events P lanning and booking information sources MARKETS Aggregate Malaysia China Singapore South Korea Hong Kong Taiwan India Consumer Demand Project Fact Sheets: Understanding the Markets 2017

2 UNDERSTANDING TOURISM AUSTRALIA S INTERNATIONAL CONSUMER The information in this fact sheet comes from Tourism s (TA) international consumer research study, the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. The research has been conducted across eleven of s key international markets; this fact sheet is an aggregate version of the results. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Market Overview (Based on total international visitation into ) In 2016, s three largest inbound markets for total visitor arrivals were New Zealand, China and the and the three largest inbound markets for total visitor spend were China, the and the. In terms of total visitor nights, China, the and New Zealand were the three largest inbound markets. Holiday 47% Business 8,300,000 $39.1bn Visitor arrivals 1 (á 11 per cent) Visiting friends & relatives Other Education 6% 8% 36 nights Average nights stayed Total spend 2 (á 7 per cent) **2 9 nights Median nights stayed *2 Most important factors when selecting a holiday destination Safety and security Value for money World class nature Good food and wine Aquatic and coastal Rich history and heritage Friendly and open citizens Family friendly Clean cities, good road infrastructure Quality accommodation 38% 55% Read as: 55% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes:*Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes employment and others. Sources: 1.Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December 2016 Understanding Tourism s International Consumer 2017

3 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Average Rank New Zealand Singapore Malaysia South Korea China India Taiwan Hong Kong Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Experience Awareness How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Read as: is highly aspirational across all markets and this drives high levels of intention. However, is generally weaker for visitation. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among Tourism s international consumers, performs strongest with respect to natural beauty, aquatic and coastal and wildlife experiences. Aquatic and coastal experiences have a slightly stronger level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Experience appeal % out-of-region travellers* who find experience appealing Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Low Association with High Experience Appeal Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among Tourism s international consumers, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Understanding Tourism s International Consumer 2017

4 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited 4 48% 45% 4 38% visited Scandinavia % 47% 47% 46% 46% 46% 4 Read as: 4 of respondents who have not visited associate with world class nature. This figure rises to 7 among those who have visited. Unique and interesting wildlife Total respondents Kenya China India 57% Read as: 57% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 3 Historical / cultural / religious Historical, cultural or religious sites Tropical islands and beaches Remarkable natural environments Engaging with nature Escape to secluded relaxing areas Natural remote coastal areas Wilderness / mountain / rainforest areas World Heritage status areas Developed coastal Natural areas with good visitor infrastructure 5% Wide open inland / outback / desert areas 5% Read as: 3 of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said historical/cultural/religious environments are an important type of world class nature. Understanding Tourism s International Consumer 2017

5 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Spain Hong Kong 52% 5 Hong Kong Spain Singapore 66% 6 52% 48% 38% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 52% among those who have visited. Current associations with n food and wine Fresh seafood Fresh food in pristine environments High grade meat and live stock Spectacular outdoor dining experiences Backyard BBQs A heritage of food and wine culture Fish and chips on the beach Steakhouses Multicultural food Wineries with great food 4 Read as: 4 of respondents associate n food and wine with fresh seafood. Elements of good food and wine Important types of good food and wine A national style of cooking Fresh seafood Interesting street-food A range of multicultural food options Fresh local produce Natural fruit and vegetables A heritage of food and wine culture High grade meat and livestock Award winning restaurants 8% Renowned cheese and dairy Vineyards/winery Award winning wineries Read as: of respondents said a national style of cooking is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine. Understanding Tourism s International Consumer 2017

6 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited Read as: 4 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 6 among those who have visited. Remote coastal, beach and aquatic locations Aquatic wildlife not visited visited not visited visited Other S Pacific 8% 8% 8% 8% 6% Other S Pacific 50% Other S Pacific 5 Read as: 50% of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations Read as: 5 of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited not visited visited Hong Kong 60% 3 Philippines Malaysia Other S Pacific Philippines 4 Read as: 60% of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding Tourism s International Consumer 2017

7 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 50% n wildlife The Great Barrier Reef 4 Unspoilt natural wilderness Rainforests/ forests/national parks n food and wine Island experiences Travelling around several places The major n cities Major n cities Read as: 50% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 38% 4 No Unsure Yes Read as: 4 of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Food and wine festivals 47% Events with the greatest influence on destination choice Major sporting events 46% Natural and wildlife events 46% Music festivals 3 Local/ regional events 45% Family friendly events Family events Religious events Cultural celebrations Food and wine festivals Music festivals Arts and entertainment events Sporting events Religious events Natural and wildlife events Arts and entertainment events Cultural celebrations Local/ regional events Read as: 47% of respondents indicate food and wine festivals as appealing elements when travelling overseas. Read as: 46% of respondents indicate the influence of major sporting events on destination choice. Understanding Tourism s International Consumer 2017

8 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Tourism s international consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Talking to friends or relatives that have been before or live there Online flights booking site Travel or guide books Traveller review sites Online hotel booking site Been there before Brochures Sites for specific destinations Travel agent (telephone or in person) Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Talking to friends or relatives that have been before or live there Travel or guide books Online flights booking site Online hotel booking site Traveller review sites Travel agent (telephone or in person) Brochures Been there before Sites for specific destinations Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Tour operator (telephone or in person) Directly through airline (online) Travel agent (online) Accommodation provider (online) Directly through airline (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Other travel booking website Airbnb 2% 8% 7% Read as: of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding Tourism s International Consumer 2017

9 RESPONDENT PROFILE Gender Male 50% Female 50% Living situation Partner and kids Partner Parents Alone Housemates Single parent Relatives/family Other Occupation Professional Manager Clerical and admin Self-employed Labourer / trade Other Sales worker Community worker Farmer 4 8% 2% 2% 38% 8% 6% 0% Age Under 24 years years years years years 65+ years 7% Employment status Work full time 68% Work part time Retired 7% Home duties 5% Full time student 5% Looking for work 2% Other 2% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx For more information, please contact: ask.us@tourism.australia.com Understanding Tourism s International Consumer 2017

10 UNDERSTANDING THE BRAZILIAN MARKET Market Overview In 2016, was s 25th largest inbound market for visitor arrivals, 20th for total visitor spend and visitor nights. 47,200 Visitor arrivals 1 (á 5 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday Business 7% Visiting friends & relatives Education Most important factors when selecting a holiday destination Value for money 4 Safety and security 45% Good food and wine 3 Aquatic and coastal World class nature Clean cities, good infrastructure Family friendly Rich history and heritage Quality accommodation Friendly and open citizens 71 nights *2 Average nights stayed $0.3bn Total spend 2 (â 9 per cent) 27 nights **2 Median nights stayed Read as: 4 of respondents rate value for money among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the ian Market 2017

11 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in Spain Other W Europe 4 46% United States* Spain Mexico Other W Europe Spain Other W Europe Portugal Spain Mexico Dominican Republic th 16th 8% 14th nd Read as: of ian consumers are considering travel to in the next 4 years, while 8% are intending to visit in the next 2 years. is ranked #22 for visitation against other out-of-region (OOR) destinations for ian travellers. Notes: * is included in US visitation figures as these cannot be separated. Sources: 1: Tourism Economics, YE 2015 Understanding the ian Market 2017

12 HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Mexico Spain 48% 46% 66% % Spain Mexico 72% 72% % 56% 56% 48% 48% 4 Read as: 46% of respondents who have not visited associate with world class nature. This figure rises to 6 among those who have visited. Good food and wine not visited Spain Mexico Other W Europe 50% 76% 6 13th visited Spain Eastern Europe % 58% 58% 5 46% 38% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 5 among those who have visited. Aquatic and coastal not visited Mexico 58% 56% visited Central America Mexico 66% 56% % Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 66% among those who have visited. Understanding the ian Market 2017

13 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that ian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Online hotel booking site Friends or relatives that have been before or live there Online flights booking site Traveller review sites Been there before Sites for specific destinations Social media Airline Tour operator Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Friends or relatives that have been before or live there Online hotel booking site Traveller review sites Travel agent (telephone or in person) Sites for specific destinations NTO site Online flights booking site Been there before Travel or guide books Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Directly through airline (online) Travel agent (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (online) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Other travel booking site Other online source 5% 2% Read as: of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the ian Market 2017

14 RESPONDENT PROFILE Gender Male 50% Female 50% Place of residence São Paulo Rio Grande do Sul Rio de Janeiro Paraná Bahia Pernambuco Santa Catarina Living situation Partner and kids Partner Parents Alone Single parent Relatives/family Housemates Other 8% 7% 7% 5% 48% 5% Age Under 24 years years years years years 65+ years Income Employment status Less than R$19,999 R$20,000 to $R59,999 R$60,000 to R$99,999 R$100,000 to R$139,999 R$140,000 to R$179,999 R$180,000 or more Work full time 7 Work part time Retired 5% Looking for work Home duties 2% Full time student 2% Other 2% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Manager Self-employed Clerical and admin Other Labourer / trade Sales worker Community worker 7% 2% 2% 0% 47% For more information, please contact: ask.us@tourism.australia.com Understanding the ian Market 2017

15 UNDERSTANDING THE CANADIAN MARKET Market Overview In 2016, was s 14th largest inbound market for visitor arrivals, 13th largest market for total visitor spend and 15th for visitor nights. 152,300 Visitor arrivals 1 (á 7 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 4 Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security Value for money 47% Friendly and open citizens Good food and wine Rich history and heritage World class nature Aquatic and coastal Quality accommodation Family friendly Clean cities, good infrastructure 56% 37 nights *2 Average nights stayed $0.8bn Total spend 2 (â 5 per cent) 18 nights **2 Median nights stayed Read as: 56% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. # Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Canadian Market 2017

16 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in Spain Spain Central America Spain Central America Hong Kong 7% 6% 6% 6% 6% 5% China India Hong Kong Spain th Read as: of Canadian consumers are considering travel to in the next 4 years, while 6% are intending to visit in the next 2 years. is ranked #17 for visitation against other out-of-region (OOR) destinations for Canadian travellers. Sources: 1: Tourism Economics, YE 2015 Understanding the Canadian Market 2017

17 HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Spain 57% 55% 5 52% 5 47% 45% % Scandinavia China 92% 80% 76% 76% 68% 6 60% 56% 56% 56% Read as: 57% of respondents who have not visited associate with world class nature. This figure rises to 92% among those who have visited. Good food and wine not visited visited Spain 47% 45% 7 6 Spain Other W Europe 52% 48% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 4 among those who have visited. Aquatic and coastal not visited visited Central America Spain 4 Argentina 48% % 68% Read as: 4 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 80% among those who have visited. Understanding the Canadian Market 2017

18 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Canadian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Friends or relatives that have been before or live there Been there before General internet searching Travel or guide books Travel agent (telephone or in person) Online flights booking site Brochures Online hotel booking site Traveller review sites Sites for specific destinations Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information a holiday destination Friends or relatives that have been before or live there General internet searching Been there before Travel or guide books Travel agent (telephone or in person) Traveller review websites Online flights booking site Brochures Online hotel booking site Sites for specific destinations Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Directly through airline (online) Travel agent (online) Accommodation provider (online) Directly through airline (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Tour operator (telephone or in person) Other travel booking website Airbnb 7% 5% 5% Read as: of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the Canadian Market 2017

19 RESPONDENT PROFILE Gender Male 4 Female 5 Place of residence Ontario Quebec British Columbia Alberta Nova Scotia Manitoba Saskatchewan Living situation Partner Partner and kids Alone Parents Single parent Housemates Relatives/family Other 2% 8% 5% 0% Age Under 24 years years years years years 65+ years Income Under $29,999 6% $30,000 to $49,999 $50,000 to $69,999 $70,000 to $89,999 $90,000 to $119,999 $120,000 to $199,999 $200,000 or more Employment status Work full time 5 Retired Work part time Looking for work 5% Home duties Full time student Other 2% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Manager Clerical and admin Labourer / trade Self-employed Other Sales worker Community worker Farmer 6% 6% 5% 0% For more information, please contact: ask.us@tourism.australia.com Understanding the Canadian Market 2017

20 UNDERSTANDING THE CHINESE MARKET Market Overview In 2016, China was s second largest inbound market for visitor arrivals and the largest market for total spend and visitor nights. 1,199,000 Visitor arrivals 1 (á 17 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 55% Business 7% Visiting friends & relatives Education Most important factors when selecting a holiday destination Safety and security World class nature Good food and wine Aquatic and coastal Value for money Spectacular coastal scenery Rich history and heritage Romantic destination Family friendly Great shopping Friendly and open citizens 43 nights *2 Average nights stayed $9.2bn Total spend 2 (á 11 per cent) 9 nights **2 Median nights stayed Read as: of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Chinese Market 2017

21 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in % Singapore 58% 57% 5 50% 47% 47% 46% 45% 4 4 Singapore United States* Singapore Malaysia Vietnam Russia th Read as: 46% of Chinese consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #11 for visitation against other out-of-region (OOR) destinations for Chinese travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE2015 Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the Chinese market, performs strongest with respect to natural beauty, aquatic and coastal and wildlife. Aquatic and coastal experiences have a slightly stronger level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with. Association with % of out-of-region travellers* High Association with High Association with 80 Low Experience Appeal High Experience Appeal Low Association with Low Association with Low Experience Appeal High Experience Appeal Experience appeal % out-of-region travellers* who find experience appealing Aquatic and Coastal Food and Wine City Sport and Adventure History and Culture Natural Beauty Wildlife Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the Chinese market, and while there is a high level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the Chinese Market 2017

22 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited 50% 4 45% 45% 4 38% 38% visited 57% 46% 45% 45% 38% 38% 7 Read as: 4 of respondents who have not visited associate with world class nature. This figure rises to 7 among those who have visited. Unique and interesting wildlife Total respondents Kenya North Africa 60% Read as: 60% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 4 Developed coastal Engaging with nature World Heritage status areas Remarkable natural environments Historical, cultural or religious sites Escape to secluded relaxing areas Areas with good visitor infrastructure Read as: 4 of respondents said that remarkable scenery to soak up is a key element of world class nature. 7% Tropical islands and beaches Historical / cultural / religious Natural remote coastal areas Wilderness / mountain / rainforest areas Wide open inland / outback / desert areas Read as: of respondents said developed coastal environments are an important type of world class nature. 7% Understanding the Chinese Market 2017

23 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited Singapore Spain 5 4 visited % Read as: of respondents who have not visited associate with good food and wine. This figure rises to 6 among those who have visited. Current associations with n food and wine Fresh food in pristine environments Fresh seafood Fish and chips on the beach High grade meat and live stock A heritage of food and wine culture Wineries with great food Spectacular outdoor dining Stunning food and wine trails Multicultural food Food and wine events and local festivals 5 48% 46% 4 56% Read as: 56% of respondents associate n food and wine with fresh food in pristine environments. Elements of good food and wine Interesting street-food Important types of good food and wine Fresh seafood Fresh local produce A range of multicultural food options A heritage of food and wine culture Natural fruit and vegetables A national style of cooking High grade meat and livestock 8% Award winning restaurants 7% Renowned cheese and dairy Vineyards/winery Award winning wineries Read as: of respondents said interesting street-food is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine. Understanding the Chinese Market 2017

24 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited 45% visited 38% 38% 76% Read as: 45% of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 76% among those who have visited. Remote coastal, beach and aquatic locations Aquatic wildlife not visited visited not visited visited Philippines Scandinavia Malaysia Sri Lanka 6 Malaysia Scandinavia Singapore 65% Read as: 6 of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations Read as: 65% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited not visited visited Singapore Singapore 62% Malaysia Philippines Malaysia Sri Lanka 4 Read as: 62% of respondents that have visited associate with developed coastal and beach locations. Read as: 4 of respondents that have visited associate with tropical islands and locations. Understanding the Chinese Market 2017

25 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 62% n wildlife 52% n food and wine The Great Barrier Reef Rainforests/forests and national parks Unspoilt natural wilderness The n climate Island experiences n coastal lifestyle 46% 45% 4 n Aboriginal culture Read as: 62% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 75% No Unsure Yes Read as: 75% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Natural and wildlife events 67% Events with the greatest influence on destination choice Food and wine festivals 60% Food and wine festivals 6 Music festivals 5 Family events 55% Religious events 58% Local/ regional events 55% Major sporting events 58% Cultural celebrations 4 Cultural celebrations 56% Arts and entertainment events 4 Natural and wildlife events 56% Music festivals 48% Family friendly events 56% Sporting events Local/ regional events 55% Religious events Arts and entertainment events 52% Read as: 67% of respondents indicate nature and wildlife events as appealing elements when travelling overseas. Read as: 60% of respondents indicate the influence of food and wine festivals on destination choice. Understanding the Chinese Market 2017

26 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Chinese consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Online hotel booking site Online travel agent Online flights booking site Travel or guide books General internet searching Travel agent (telephone or in person) Traveller review sites Brochures Friends or relatives that have been before or live there Sites for specific destinations Been there before 6% Read as: of respondents indicate online hotel booking sites as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Online hotel booking site Online flights booking site Travel or guide books Social media Traveller review sites General internet searching Travel agent (telephone or in person) National tourism website Brochures Talking to friends or relatives that have been Online travel agent Read as: of respondents indicate online hotel booking sites as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (online) Directly through airline (online) Travel agent (telephone or in person) Accommodation provider (online) Directly through airline (telephone or person) Tour operator (online) Accommodation provider (telephone or in person) Tour operator (telephone or in person) Other travel booking website Airbnb Read as: of respondents indicate travel agent (online) as a preferred source when booking a holiday. Understanding the Chinese Market 2017

27 RESPONDENT PROFILE Gender Male Female Place of residence Shanghai Beijing Guangzhou Shenzhen Hangzhou Nanjing Tianjin Qingdao Suzhou Xiamen 6% 5% 2% 2% Living situation Partner and kids 72% 50% 50% Age Under 29 years years years years 6% 60+ years 2% Income Under 100,000 2% 100, , , , ,000 to 249, ,000 to 299, ,000 to 399, ,000 to 499, ,000 to 749,999 6% 750,000 or more 6% Employment status Work full time 95% 4 About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Partner Parents Other Want to know more? Alone Housemates Single parent Full time student Work part time Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations For more information, please contact: Professional Manager Clerical and Admin 8% 50% ask.us@tourism.australia.com Labourer / trade 5% Self-employed Sales Worker Other Understanding the Chinese Market 2017

28 UNDERSTANDING THE FRENCH MARKET Market Overview In 2016, was s 15th largest inbound market for visitor arrivals and total visitor spend and 12th for visitor nights. 123,300 Visitor arrivals 1 (á 3 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 5 Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Value for money 5 Rich history and heritage 5 Safety and security 46% World class nature 4 Friendly and open citizens 3 Aquatic and coastal Good food and wine Family friendly Quality accommodation Clean cities, good infrastructure 63 nights *2 Average nights stayed $0.7bn Total spend 2 (â15 per cent) 22 nights **2 Median nights stayed Read as: 5 of respondents rate value for money among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December 2016 Understanding the French Market 2017

29 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in Vietnam Mexico Vietnam Mexico / Bali 8% 8% Vietnam Mexico 7% 5% 5% 5% 11th United States* China Senegal UAE Mexico India th Read as: of French consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #24 for visitation against other out-of-region (OOR) destinations for French travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2015 Understanding the French Market 2017

30 HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Vietnam Kenya 6 56% 4 47% 46% 45% 45% % 60% 52% 52% % Read as: 56% of respondents who have not visited associate with world class nature. This figure rises to 88% among those who have visited. Good food and wine Total respondents Vietnam China Mexico India Argentina 13th Read as: of total respondents associate with good food and wine. Aquatic and coastal not visited visited 56% % % 45% 4 Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 68% among those who have visited. Understanding the French Market 2017

31 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that French consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Friends or relatives that have been before or live there General internet searching Been there before Travel or guide books Brochures Travel agent (telephone or in person) Online travel agent Online flights booking site Sites for specific destinations Traveller review sites 8% 8% Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Friends or relatives that have been before or live there General internet searching Travel or guide books Travel agent (telephone or in person) Been there before Brochures Online flights booking site Online travel agent National tourism website Traveller review sites 8% 8% Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Travel agent (online) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (online) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Other travel booking site Other source via telephone or in person 2% 7% 7% 7% Read as: of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the French Market 2017

32 RESPONDENT PROFILE Gender Male 48% Female 52% Place of residence Ile-de- Rhone-Alpes Provence-Alpes-Côte-d'Azur Languedoc-Roussillon Nord-pas-de-calais Pays-de-la-loire Aquitaine Living situation Partner Partner and kids Alone Parents Single parent Housemates Other Relatives/family 6% 5% 5% 5% 5% 0% Age Under 24 years years years years years 65+ years 75+ years Income Less than 19,999 20,000 to 29,999 30,000 to 39,999 40,000 to 49,999 50,000 to 69,999 70,000 to 89,999 8% 90,000 or more Employment status Work full time 52% Retired Work part time 6% Full time student 5% Looking for work Home duties 2% Other About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Clerical and admin Labourer / trade Manager 4 For more information, please contact: ask.us@tourism.australia.com Self-employed Community worker Other Sales worker 2% Understanding the French Market 2017

33 UNDERSTANDING THE GERMAN MARKET Market Overview In 2016, was s 11th largest inbound market for visitor arrivals and total visitor spend and eighth largest for visitor nights. 203,000 Visitor arrivals 1 (á 7 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 60% Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security Value for money 4 World class nature 47% Aquatic and coastal 46% Good food and wine 3 Friendly and open citizens 3 Rich history and heritage Family friendly Clean cities, good infrastructure Quality accommodation 57% 50 nights *2 Average nights stayed $1.2bn Total spend 2 (á 8 per cent) 22 nights **2 Median nights stayed Read as: 57% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the German Market 2017

34 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in UAE UAE Mexico 7% 6% 5% 5% 5% United States* China UAE Singapore India Dominican Republic th Read as: of German consumers are considering travel to in the next 4 years, while 5% are intending to visit in the next 2 years. is ranked #13 for visitation against other out-of-region (OOR) destinations for German travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015 Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the German market, performs strongest with respect to natural beauty, aquatic and coastal and wildlife experiences. Wildlife experiences have a slightly stronger level of appeal and association with (higher and to the right), while aquatic and coastal experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with. Association with % of out-of-region travellers* High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Low Association with High Experience Appeal Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are important among the German market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the German Market 2017

35 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited 5 48% 45% 45% 4 visited Argentina 62% 58% 5 45% % Read as: 48% of respondents who have not visited associate with world class nature. This figure rises to 8 among those who have visited. Unique and interesting wildlife Total respondents Kenya 58% % 38% Read as: 58% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Natural remote coastal areas Engaging with nature Historical/cultural/religious Wilderness/mountain/rainforest areas Historical, cultural or religious sites Developed coastal Escape to secluded relaxing areas Wide open inland/outback/desert areas Tropical islands and beaches Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said natural remote coastal environments are an important type of world class nature. Understanding the German Market 2017

36 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Argentina Mexico India China Argentina Vietnam Mexico Read as: of respondents who have not visited associate with good food and wine. This figure rises to among those who have visited. Current associations with n food and wine Steakhouses High grade meat and live stock Fresh seafood Fresh food in pristine environments Multicultural food A heritage of food and wine culture Spectacular outdoor dining Wineries with great food Backyard BBQs Fish and chips on the beach Read as: of respondents associate n food and wine with Outback Steakhouses. Elements of good food and wine Important types of good food and wine A national style of cooking 3 A range of multicultural food options Fresh local produce Fresh seafood A heritage of food and wine culture High grade meat and livestock Interesting street-food 5% Natural fruit and vegetables Award winning restaurants Renowned cheese and dairy 6% Vineyards/winery Award winning wineries 2% Read as: 3 of respondents said a national style of cooking is a key element of good food and wine. Read as: of respondents said a range of multicultural food options is an important type of good food and wine. Understanding the German Market 2017

37 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited Mexico 52% 48% 47% 52% % 72% Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 72% among those who have visited. Remote coastal, beach and aquatic locations Aquatic wildlife not visited visited not visited visited Philippines Mexico 38% Mexico 60% 4 Philippines Sri Lanka Philippines 65% Read as: 60% of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations Read as: 65% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited not visited visited UAE Mexico UAE Mexico 48% Philippines Sri Lanka Malaysia 4 38% Philippines Sri Lanka Malaysia 46% 4 4 Read as: 48% of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the German Market 2017

38 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n wildlife 55% Unspoilt natural wilderness n beaches The Great Barrier Reef Rainforests/forests/national parks % 47% The outback/desert Travelling around several places Island experiences 38% The major n cities n Aboriginal culture Read as: 55% of respondents indicate n wildlife as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 5 No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Local/regional events 50% Major sporting events Natural and wildlife events 4 Family friendly events Food and wine festivals 4 Music festivals Cultural celebrations Religious events Music festivals Arts and entertainment events Arts and entertainment events Cultural celebrations Family events Food and wine festivals Sporting events Natural and wildlife events Religious events Local/regional events Read as: 50% of respondents indicate local/regional events as appealing elements when travelling overseas. Read as: of respondents indicate the influence of major sporting events on destination choice. Understanding the German Market 2017

39 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that German consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Friends or relatives that have been before or live there Travel or guide books General internet searching Been there before Travel agent (telephone or in person) Brochures TV travel programs Online flights booking site Movies/books Online hotel booking site Newspaper or magazine articles 8% 8% Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Friends or relatives that have been before or live there Travel or guide books General internet searching Travel agent (telephone or in person) Been there before Brochures Online flights booking site National tourism website Online hotel booking site Tour operator 8% Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Directly through airline (online) Travel agent (online) Accommodation provider (online) Tour operator (online) Accommodation provider (telephone or in person) Directly through airline (telephone or in person) Tour operator (telephone or in person) Other travel booking website Airbnb 6% 6% 6% 5% 2% 46% Read as: 46% of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the German Market 2017

40 RESPONDENT PROFILE Gender Male Female Place of residence Nordrhein-Westfalen Bayern Baden-Württemberg Niedersachsen Hessen Berlin Sachsen Rheinland-Pfalz Schleswig-Holstein Hamburg Living situation Partner and kids Partner Alone Parents Housemates Single parent Relatives/family Other 4 5 7% 5% 5% 5% 6% 0% 4 Age Under 29 years years years years years 70+ years Income Under 29,999 30,000 to 44,999 45,000 to 59,999 60,000 to 79,999 80,000 to 99, ,000 to 149, ,000 to 199,999 2% 200,000 or more Employment status Work full time 6 Retired Work part time Full time student 5% Home duties 5% Looking for work 2% Other About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Clerical and admin Manager Labourer / trade Self-employed Community worker Other Sales worker Farmer 8% 7% 2% 0% 4 For more information, please contact: ask.us@tourism.australia.com Understanding the German Market 2017

41 UNDERSTANDING THE HONG KONG MARKET Market Overview In 2016, Hong Kong was s 10th largest inbound market for visitor arrivals, ninth largest market for total spend and 11th for visitor nights. 249,300 Visitor arrivals 1 (á 14 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 5 Business Visiting friends & relatives Education 7% Most important factors when selecting a holiday destination Safety and security Good food and wine 4 Value for money 3 World class nature Clean cities, good infrastructure Friendly and open citizens Rich history and heritage Aquatic and coastal Family friendly Quality accommodation 65% 37 nights *2 Average nights stayed $1.2bn Total spend 2 (á 3 per cent) 10 nights **2 Median nights stayed Read as: 65% of respondents rate safety and security among the top 5 most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Hong Kong Market 2017

42 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in Singapore 4 Singapore Scandinavia 4 3 Spain Central America 7% 7% 6% 5% Singapore Philippines United States* Read as: 4 of Hong Kong consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #2 for visitation against other out-of-region (OOR) destinations for Hong Kong travellers. Notes: is not included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2015 Understanding the Hong Kong Market 2017

43 HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Scandinavia % Scandinavia Eastern Europe 5 45% 45% % Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 68% among those who have visited. Good food and wine not visited visited Singapore Spain Malaysia Vietnam 48% 4 Spain Singapore Vietnam Malaysia 62% 5 47% 47% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 47% among those who have visited. Aquatic and coastal not visited visited Guam 38% Guam 50% % Read as: 38% of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 68% among those who have visited. Understanding the Hong Kong Market 2017

44 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Hong Kong consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Travel or guide books General internet searching Online hotel booking site Online flights booking site Travel agent (telephone or in person) Friends or relatives that have been before or live there Traveller review sites Been there before Online travel agent Brochures Read as: of respondents indicate travel or guide books as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Travel or guide books General internet searching Friends or relatives that have been before or live there Online hotel booking site NTO site Travel agent (telephone or in person) Online flights booking site Traveller review sites Brochures Social media Read as: of respondents indicate travel or guide books as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Directly through airline (online) Accommodation provider (online) Travel agent (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Airbnb Other travel booking site 8% 6% Read as: of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the Hong Kong Market 2017

45 RESPONDENT PROFILE Gender Male 48% Female 52% Place of residence Sha Tin Eastern Yuen Long Wong Tai Sin Sai Kung Kwai Tsing Kwun Tong Living situation Parents Partner and kids Partner Alone Housemates Relatives/family Single parent Other 8% 8% 7% 7% 7% 7% 2% 0% Age Under 24 years years years years years 8% 65+ years 2% Income Under HK$99,999 HK$100,000 to HK$199,999 6% HK$200,000 to HK$399,999 HK$400,000 to HK$599,999 HK$600,000 to HK$799,999 HK$800,000 to HK$999,999 More than HK$1 million 7% Employment status Work full time 86% Work part time 5% Full time student Retired 2% Home duties 2% Looking for work 2% Other 0% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Clerical and admin Professional Manager Labourer / trade Sales worker Self-employed Community worker Other Farmer 5% 2% 2% 0% For more information, please contact: ask.us@tourism.australia.com Understanding the Hong Kong Market 2017

46 UNDERSTANDING THE INDIAN MARKET Market Overview In 2016, India was s ninth largest inbound market for visitor arrivals, 10th largest market for total visitor spend and fifth for visitor nights. 259,900 Visitor arrivals 1 (á 11 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday Business Visiting friends & relatives Education 7% Most important factors when selecting a holiday destination Safety and security 48% World class nature 4 Value for money Family friendly Aquatic and coastal Friendly and open citizens Good food and wine Rich history and heritage Clean cities, good infrastructure Quality accommodation 61 nights *2 Average nights stayed $1.2bn Total spend 2 (á 9 per cent) 29 nights **2 Median nights stayed Read as: 48% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Indian Market 2017

47 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in Hong Kong % 60% Hong Kong United States* Hong Kong China Read as: 4 of Indian consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #6 for visitation against other out-of-region (OOR) destinations for Indian travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the Indian market, performs strongest with respect to aquatic and coastal experiences. Aquatic and coastal experiences have a slightly stronger level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Experience appeal % out-of-region travellers* who find experience appealing Low Association with High Experience Appeal Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the Indian market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the Indian Market 2017

48 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited 66% 5 47% 46% 45% % 85% 75% % 46% 45% 45% 45% Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 85% among those who have visited. Unique and interesting wildlife not visited Kenya 50% Read as: 50% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Wilderness/mountain/rainforest areas Remarkable natural environments World Heritage status areas Natural remote coastal areas Tropical islands and beaches Developed coastal Engaging with nature Historical/cultural/religious Escape to secluded relaxing areas Wide open inland/outback/desert areas 6% Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said wilderness/mountain/rainforest environments are an important type of world class nature. Understanding the Indian Market 2017

49 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Hong Kong 3 47% Hong Kong 66% 55% 52% 48% 45% 45% 4 38% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 66% among those who have visited. Current associations with n food and wine Spectacular outdoor dining Fresh food in pristine environments Fish and chips on the beach Fresh seafood A heritage of food and wine culture High grade meat and live stock Multicultural food Backyard BBQs Unique culinary experiences Fine dining restaurants Read as: of respondents associate n food and wine with spectacular outdoor dining. Elements of good food and wine Important types of good food and wine A heritage of food and wine culture Natural fruit and vegetables Interesting street-food Fresh seafood Fresh local produce A range of multicultural food options Award winning restaurants High grade meat and livestock A national style of cooking Renowned cheese and dairy Vineyards/winery Award winning wineries Read as: of respondents said a heritage of food and wine culture is a key element of good food and wine. Read as: of respondents said natural fruit and vegetables is an important type of good food and wine. Understanding the Indian Market 2017

50 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited % 4 38% 6 Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 6 among those who have visited. Remote coastal, beach and aquatic locations not visited visited Aquatic wildlife not visited visited Mexico 4 3 Hong Kong Hong Kong 57% 3 Read as: 4 of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited Hong Kong visited 5 4 Read as: 57% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited Macau visited Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the Indian Market 2017

51 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 57% n wildlife 47% Island experiences The Great Barrier Reef n coastal lifestyle 4 3 n food and wine The major n cities Rainforests/forests/national parks Travelling around several places Unspoilt natural wilderness Read as: 57% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 68% No Unsure Yes Read as: 68% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Natural and wildlife events 68% Major sporting events 62% Family events 6 Food and wine festivals 60% Food and wine festivals 6 Religious events 60% Music festivals 58% Music festivals 58% Local/regional events 57% Arts and entertainment events 58% Cultural celebrations 5 Family friendly events 58% Religious events 48% Natural and wildlife events 58% Arts and entertainment events 47% Local/regional events 57% Sporting events 4 Cultural celebrations 56% Read as: 68% of respondents indicate natural and wildlife events as appealing elements when travelling overseas. Read as: 62% of respondents indicate the influence of major sporting events on destination choice. Understanding the Indian Market 2017

52 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Indian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Online flights booking site Online hotel booking site Friends or relatives that have been before or live there Travel or guide books Traveller review sites Brochures Social media Online travel agent Videos on internet Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Online flights booking site Traveller review sites Online hotel booking site Friends or relatives that have been before or live there Travel or guide books Social media National tourism website Brochures Sites for specific destinations Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (online) Directly through airline (online) Travel agent (telephone or in person) Accommodation provider (online) Tour operator (telephone or in person) Directly through airline (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Other travel booking website Airbnb Read as: of respondents indicate travel agent (online) as a preferred source when booking a holiday. Understanding the Indian Market 2017

53 RESPONDENT PROFILE Gender Male Female Place of residence Delhi Mumbai Bangalore 7% Chennai 5% Kolkata 5% Hyderabad 5% Ahmedabad 2% Living situation Partner and kids Parents Partner Housemates Alone Relatives/family Single parent Other 62% 38% 3 48% 2% 0% Age Under 24 years years years years years 65+ years 7% Income Under 5,99,999 5,00,000 to 6,99,999 7,00,000 to 9,99,999 10,00,000 to 13,99,999 14,00,000 to 17,99,999 18,00,000 to 23,99,999 24,00,000 to 29,99,999 30,00,000 to 39,99,999 Over 40,00,000 Employment status Work full time Work part time Full time student Home duties Looking for work Retired Other 7% 5% 8% 8% 8 About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the project: Hong Kong, Taiwan,,, and. Over the last five years, Tourism has spoken to over 90,000 international longhaul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations For more information, please contact: Manager Professional Self-employed Clerical and Admin Other Labourer / trade Sales worker 2% 0% 45% 38% ask.us@tourism.australia.com Understanding the Indian Market 2017

54 UNDERSTANDING THE INDONESIAN MARKET Market Overview In 2016, was s 12th largest inbound market for visitor arrivals, 14th largest market for total visitor spend and visitor nights. 174,400 Visitor arrivals 1 (á 14 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study The Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 5 Business Visiting friends & relatives Education Most important factors when selecting a holiday destination Safety and security 4 World class nature 4 Aquatic and coastal Clean cities, good infrastructure Friendly and open citizens Family friendly Good food and wine Value for money Quality accommodation Rich history and heritage 32 nights *2 Average nights stayed $0.7bn Total spend 2 (á 21 per cent) 10 nights **2 Median nights stayed Read as: 4 of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the n Market 2017

55 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in South Korea Hong Kong 52% Hong Kong South Korea China 38% South Korea Hong Kong China 8% China Hong Kong Netherlands South Korea Macao, China Taiwan United States* Turkey Read as: of n consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #6 for visitation against other out-of-region (OOR) destinations for n travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the n market, performs strongest with respect to aquatic and coastal and natural beauty experiences. Both types of experiences have a strong level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Experience appeal % out-of-region travellers* who find experience appealing Low Association with High Experience Appeal Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the n market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the n Market 2017

56 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited Korea China 5 4 visited Korea Scandinavia 50% 47% 47% 46% 38% 7 67% Read as: of respondents who have not visited associate with world class nature. This figure rises to 67% among those who have visited. Unique and interesting wildlife Total respondents China Kenya 5 Read as: 5 of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 4 Natural remote coastal areas Remarkable natural environments Tropical islands and beaches Areas with good visitor infrastructure Escape to secluded relaxing areas Developed coastal Historical/cultural/religious Wilderness/mountain/rainforest areas World Heritage status areas 8% Wide open inland/outback/desert areas Read as: 4 of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said natural remote coastal environments are an important type of world class nature. Understanding the n Market 2017

57 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Korea Hong Kong China Mexico 45% 58% Hong Kong Korea China % 48% 3 Read as: of respondents who have not visited associate with good food and wine. This figure rises to 48% among those who have visited. Current associations with n food and wine High grade meat and live stock Fresh food in pristine environments Fresh seafood Unique culinary experiences Spectacular outdoor dining Backyard BBQs A heritage of food and wine culture Steakhouses Food and wine events and local festivals Fine dining restaurants 48% 45% Read as: 48% of respondents associate n food and wine with high grade meat and live stock. Elements of good food and wine Important types of good food and wine Fresh local produce Fresh seafood Interesting street-food Natural fruit and vegetables A national style of cooking A range of multicultural food options A heritage of food and wine culture High grade meat and livestock 8% Award winning restaurants Renowned cheese and dairy Vineyards/winery Award winning wineries Read as: of respondents said fresh local produce is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine. Understanding the n Market 2017

58 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited Korea visited Spain Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 5 among those who have visited. Remote coastal, beach and aquatic locations not visited visited Mexico 4 3 Aquatic wildlife not visited Hong Kong visited Hong Kong 57% 3 Read as: 4 of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited Hong Kong visited 5 4 Read as: 57% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited Macau visited Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the n Market 2017

59 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 57% Travelling around several places n wildlife The major n cities Island experiences The Great Barrier Reef Rainforests/forests/national parks Unspoilt natural wilderness 4 3 n coastal lifestyle n food and wine Read as: 57% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 8% 7 No Unsure Yes Read as: 7 of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Family events 60% Major sporting events 45% Food and wine festivals 5 Music festivals 4 Natural and wildlife events 58% Family friendly events Local/regional events 55% Food and wine festivals 38% Cultural celebrations 55% Natural and wildlife events 38% Arts and entertainment events 5 Cultural celebrations Music festivals 50% Religious events Religious events 4 Local/regional events Sporting events Arts and entertainment events Read as: 60% of respondents indicate family events as appealing elements when travelling overseas. Read as: 45% of respondents indicate the influence of major sporting events on destination choice. Understanding the n Market 2017

60 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that n consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Friends or relatives that have been before or live there Traveller review sites Social media Sites for specific destinations Online flights booking site Online travel agent Online hotel booking site Brochures Travel or guide books Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Sites for specific destinations Friends or relatives that have been before or live there Social media Traveller review sites Online flights booking site Online travel agent Online hotel booking site Brochures National tourism website Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (online) Travel agent (telephone or in person) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Other travel booking website Airbnb Read as: 4 of respondents indicate travel agent (online) as a preferred source when booking a holiday. 4 3 Understanding the n Market 2017

61 RESPONDENT PROFILE Gender Age Under 24 years About the research Male 50% Female 50% Place of residence Java Sumatra Kalimantan Sulawesi Living situation Partner and kids Parents Partner Alone Relatives/family Single parent Housemates Other 2% 7% 5% years years years years 65+ years Income Under Rp10million Rp10million to Rp24million Rp25million to Rp49million Rp50million to Rp74million Rp75million to Rp149million Rp150million to Rp199million Rp200million to Rp499million Rp500million or more Prefer not to say Employment status Work full time Work part time Home duties Full time student 2% Looking for work Retired Other 5% 76% The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the project: Hong Kong, Taiwan,,, and. Over the last five years, Tourism has spoken to over 90,000 international longhaul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Manager Clerical and admin Self-employed Labourer / trade Other Sales worker Community worker Farmer 2% 2% 0% 4 For more information, please contact: ask.us@tourism.australia.com Understanding the n Market 2017

62 UNDERSTANDING THE ITALIAN MARKET Market Overview In 2016, was s 18th largest inbound market for visitor arrivals, 17th largest market for total visitor spend and 18th for visitor nights. 75,500 Visitor arrivals 1 (á 4 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 45% Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Value for money 5 World class nature 48% Rich history and heritage 47% Aquatic and coastal 4 Good food and wine 38% Safety and security Friendly and open citizens Family friendly Clean cities, good infrastructure Quality accommodation 70 nights *2 Average nights stayed $0.5bn Total spend 2 (á 1 per cent) 23 nights **2 Median nights stayed Read as: 5 of respondents rate value for money among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Italian Market 2017

63 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in Mexico Mexico UAE Mexico Argentina 7% 6% 6% 5% 5% 5% 5% United States* UAE China Mexico Cuba Israel th Read as: of Italian consumers are considering travel to in the next 4 years, while 6% are intending to visit in the next 2 years. is ranked #14 for visitation against other out-of-region (OOR) destinations for Italian travellers. Notes: is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2015 Understanding the Italian Market 2017

64 HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited Mexico Kenya 56% 55% 55% 48% 47% visited Other S America 8 76% 62% 62% 62% 57% 57% 52% 52% 48% Read as: 55% of respondents who have not visited associate with world class nature. This figure rises to 76% among those who have visited. Good food and wine Total respondents Argentina Mexico China India Central America 12th Read as: of total respondents associate with good food and wine. Aquatic and coastal Total respondents Mexico % 4 Read as: of total respondents associate with aquatic and coastal experiences. Understanding the Italian Market 2017

65 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Italian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Travel agent (telephone or in person) Friends or relatives that have been before or live there Travel or guide books General internet searching Online hotel booking site Traveller review sites Online flights booking site Sites for specific destinations Brochures Been there before Read as: of respondents indicate travel agent (telephone or in person) as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Travel agent (telephone or in person) Travel or guide books Friends or relatives that have been before or live there Traveller review sites Online hotel booking site Online flights booking site NTO site Brochures Sites for specific destinations 8% 8% Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) 4 Travel agent (online) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) 8% Accommodation provider (telephone or in person) 7% Tour operator (online) 6% Other travel booking site Airbnb Read as: 4 of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the Italian Market 2017

66 RESPONDENT PROFILE Gender Male 52% Female 48% Place of residence Lombardiy Lazio Veneto Emilia Romagna Sicily Tuscany Piedmont Living situation Partner and kids Partner Parents Alone Housemates Single parent Relatives/family Other 6% 6% 6% 50% 7% 2% Age Under 29 years years years years years 5% 70+ years 2% Income Less than 19,999 20,000 to 29,999 30,000 to 39,999 40,000 to 49,999 50,000 to 69,999 70,000 to 89,999 90,000 or more 6% Employment status Work full time 6 Work part time Home duties 6% Looking for work 6% Retired 5% Full time student 5% Other About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Clerical and admin Labourer / trade Self-employed Other Manager Sales worker Community worker Farmer 8% 7% 6% For more information, please contact: ask.us@tourism.australia.com Understanding the Italian Market 2017

67 UNDERSTANDING THE JAPANESE MARKET Market Overview In 2016, was s sixth largest inbound market for visitor arrivals, fifth largest market for total visitor spend and ninth for visitor nights. 413,800 Visitor arrivals 1 (á 23 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 67% Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security Good food and wine Rich history and heritage World class nature Value for money Aquatic and coastal Family friendly Quality accommodation Friendly and open citizens Clean cities, good infrastructure 3 Read as: 65% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. 5 65% 28 nights *2 Average nights stayed $1.7bn Total spend 2 (á 29 per cent) 5 nights **2 Median nights stayed Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the ese Market 2017

68 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in Singapore Spain Guam Singapore Singapore 7% 6% 6% 6% 6% United States* Singapore Malaysia Philippines Spain th 3.3 Read as: of ese consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #11 for visitation against other out-of-region (OOR) destinations for ese travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015 Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the ese market, performs strongest with respect to natural beauty experiences. These types of experiences have a strong level of appeal and association with (higher and to the right), while food and wine experiences are considered most important (larger bubble). Food and wine experiences generate lower levels of association with among this market High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* Low Association with Low Experience Appeal Low Association with High Experience Appeal City Sport and Adventure History and Culture Natural Beauty Wildlife Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are very important among the ese market, and while there is a high level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the ese Market 2017

69 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Scandinavia 5 45% 4 Scandinavia 65% 5 52% 5 4 Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 65% among those who have visited. Unique and interesting wildlife Total respondents Kenya Other Africa Malaysia 4 Read as: 4 of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 4 Historical/cultural/religious 4 World Heritage status areas Tropical islands and beaches Natural remote coastal areas Historical/cultural/religious sites Developed coastal 7% Remarkable natural environments Wilderness/mountain/rainforest areas Wide open inland/outback/desert areas 7% 6% Read as: 4 of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: 4 of respondents said historical/cultural/religious environments are an important type of world class nature. Understanding the ese Market 2017

70 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited Spain Vietnam 5 56% visited Spain Vietnam Singapore 4 66% 6 Read as: of respondents who have not visited associate with good food and wine. This figure rises to among those who have visited. Current associations with n food and wine Fresh seafood Fresh food in pristine environments Spectacular outdoor dining High grade meat and live stock Fish and chips on the beach A heritage of food and wine culture Backyard BBQs Steakhouses Wineries with great food Multicultural food 38% Read as: of respondents associate n food and wine with fresh seafood. Elements of good food and wine Important types of good food and wine A national style of cooking 47% Fresh seafood A heritage of food and wine culture A range of multicultural food options Interesting street-food High grade meat and livestock Fresh local produce Natural fruit and vegetables Award winning restaurants 5% Renowned cheese and dairy Vineyards/winery 2% Award winning wineries Read as: 47% of respondents said a national style of cooking is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine. Understanding the ese Market 2017

71 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited 5 58% 38% 57% 4 Guam Other South Pacific Guam Other South Pacific Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 58% among those who have visited. Remote coastal, beach and aquatic locations Aquatic wildlife not visited visited not visited visited Mexico 4 3 Hong Kong Hong Kong 57% 3 Read as: 4 of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations Read as: 57% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited not visited visited Hong Kong 5 4 Macau Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the ese Market 2017

72 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches n food and wine The Great Barrier Reef 45% n wildlife The major n cities n coastal lifestyle Unspoilt natural wilderness Rainforests/forests/national parks Island experiences n history and heritage Read as: 45% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 56% No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Food and wine festivals 38% Major sporting events Natural and wildlife events Music festivals Local/regional events Religious events Music festivals Arts and entertainment events Cultural celebrations Cultural celebrations Arts and entertainment events Food and wine festivals Family events Family friendly events Sporting events Natural and wildlife events Religious events Local/regional events Read as: 38% of respondents indicate food and wine festivals as appealing elements when travelling overseas. Read as: of respondents indicate the influence of major sporting events on destination choice. Understanding the ese Market 2017

73 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that ese consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Travel or guide books Brochures Travel agent (telephone or in person) Advertised deal or package General internet searching Been there before TV travel programs Friends or relatives that have been before or live there Online travel agent Online flights booking site Read as: of respondents indicate travel or guide books as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination Travel or guide books Brochures General internet searching Travel agent (telephone or in person) Advertised deal or package Been there before Friends or relatives who have been before or live there Online travel agent Online hotel booking site Traveller review sites Read as: of respondents indicate travel or guide books as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) 48% Travel agent (online) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) Other travel booking website Tour operator (telephone or in person) 2% Accommodation provider (telephone or in person) 2% Tour operator (online) Other source via telephone or in person Read as: 48% of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the ese Market 2017

74 RESPONDENT PROFILE Gender Male 4 Female 5 Place of residence Kanto Kinki Chubu Kyushu Hokkaido Chugoku Tohoku Shikoku Living situation Partner and kids Partner Parents Alone Single parent Relatives/family Other 8% 7% 7% 5% 2% 2% 0% Age Under 29 years 8% years years years 60+ years Income Less than 4,000,000 4,000,000 to 4,999,999 5,000,000 to 5,999,999 6,000,000 to 7,999,999 8,000,000 to 9,999,999 10,000,000 to 14,999,999 15,000,000 or more 7% Employment status Work full time 6 Home duties Work part time Retired 6% Other Full time student 2% Looking for work About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the project: Hong Kong, Taiwan,,, and. Over the last five years, Tourism has spoken to over 90,000 international longhaul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Clerical and admin Professional Manager Labourer / trade Self-employed Other Sales worker Community worker Farmer 7% 7% 6% 0% For more information, please contact: ask.us@tourism.australia.com Understanding the ese Market 2017

75 UNDERSTANDING THE MALAYSIAN MARKET Market Overview In 2016, Malaysia was s seventh largest inbound market for visitor arrivals, eighth largest market for total visitor spend and 10th for visitor nights. 387,700 Visitor arrivals 1 (á 14 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 60% Business 6% Visiting friends & relatives Education 6% Most important factors when selecting a holiday destination Safety and security Value for money Family friendly World class nature Friendly and open citizens Good food and wine Clean cities, good infrastructure Rich history and heritage Aquatic and coastal Quality accommodation 5 Read as: 67% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. 67% 25 nights *2 Average nights stayed $1.2bn Total spend 2 (á 9 per cent) 8 nights **2 Median nights stayed Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Malaysian Market 2017

76 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in South Korea Hong Kong Taiwan 5 5 Hong Kong China (ex. HK) South Korea Taiwan Macau % % Taiwan South Korea Hong Kong China (ex. HK) Macau 8% 8% China Taiwan Hong Kong South Korea Macao United States* Turkey Read as: 5 of Malaysian consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #4 for visitation against other out-of-region (OOR) destinations for Malaysian travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the Malaysian market, performs strongest with respect to natural beauty and aquatic and coastal experiences. Both types of experiences have a strong level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Experience appeal % out-of-region travellers* who find experience appealing Low Association with High Experience Appeal Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the Malaysian market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the Malaysian Market 2017

77 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Scandinavia 5 48% 46% 46% 4 38% 38% Scandinavia 66% % 55% % 46% Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 6 among those who have visited. Unique and interesting wildlife Total respondents Kenya China Taiwan 62% Read as: 62% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 4 Tropical islands and beaches Wilderness/mountain/rainforest areas Natural areas with good infrastructure Natural remote coastal areas Remarkable natural environments Escape to secluded relaxing areas Read as: 4 of respondents said that remarkable scenery to soak up is a key element of world class nature. Developed coastal Historical/cultural/religious Wide open inland/outback/desert areas Read as: of respondents said tropical islands and beaches are an important type of world class nature. 7% Understanding the Malaysian Market 2017

78 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Hong Kong Taiwan Korea China 52% 47% 46% 45% 4 Hong Kong Taiwan Korea China 6 60% 57% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 60% among those who have visited. Current associations with n food and wine High grade meat and live stock Fresh food in pristine environments Fresh seafood Unique culinary experiences Spectacular outdoor dining Backyard BBQs A heritage of food and wine culture Steakhouses Food and wine events and local festivals Fine dining restaurants 48% 45% Read as: 48% of respondents associate n food and wine with high grade meat and live stock. Elements of good food and wine Important types of good food and wine Interesting street-food Fresh seafood 4 Fresh local produce A range of multicultural food options A national style of cooking Natural fruit and vegetables A heritage of food and wine culture High grade meat and livestock Award winning restaurants Award winning wineries Vineyards/winery Renowned cheese and dairy 2% Read as: of respondents said interesting street-food is a key element of good food and wine. Read as: 4 of respondents said fresh seafood is an important type of good food and wine. Understanding the Malaysian Market 2017

79 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited Korea Scandinavia 5 Scandinavia 3 38% 6 Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 6 among those who have visited. Remote coastal, beach and aquatic locations not visited Korea visited Scandinavia Korea Spain 4 Aquatic wildlife not visited Korea China visited Scandinavia 4 Read as: 4 of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited visited Read as: 4 of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited Korea Hong Kong 38% Hong Kong 5 Other S Pacific North Africa Taiwan Other S Pacific Korea Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the Malaysian Market 2017

80 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 5 n wildlife Island experiences 45% 48% Travelling around several places The major n cities The Great Barrier Reef Rainforests/ forests/national parks Unspoilt natural wilderness n coastal lifestyle n food and wine 3 Read as: 5 of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 6 No Unsure Yes Read as: 6 of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Natural and wildlife events 4 Religious events Local/regional events 4 Major sporting events Food and wine festivals 4 Family friendly events Family events Food and wine festivals Cultural celebrations Local/regional events Music festivals Arts and entertainment events Arts and entertainment events Natural and wildlife events Religious events Cultural celebrations Sporting events Music festivals Read as: 4 of respondents indicate natural and wildlife events as appealing elements when travelling overseas. Read as: of respondents indicate the influence of religious events on destination choice. Understanding the Malaysian Market 2017

81 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Malaysian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Friends or relatives that have been before or live there Social media Online flights booking site Traveller review sites Online hotel booking site Brochures Sites for specific destinations Travel or guide books National tourism website Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Friends or relatives that have been before or live there Traveller review sites Online hotel booking site Social media Online flights booking site Sites for specific destinations Travel or guide books National tourism website Brochures 38% Read as: 38% of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Directly through airline (online) 4 Accommodation provider (online) Travel agent (telephone or in person) Travel agent (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) 8% Accommodation provider (telephone or in person) 6% Airbnb 6% Tour operator (online) 5% Other travel booking website Read as: 38% of respondents indicate directly through (an) airline (online) as a preferred source when booking a holiday. Understanding the Malaysian Market 2017

82 RESPONDENT PROFILE Gender Male Female Place of residence Selangor Kuala Lumpur Pulau Pinang Johor Perak Sarawak Negeri Sembilan Sabah Melaka Kedah Living situation Partner and kids Parents 46% 5 2% 52% Age Under 29 years years years years 8% 60+ years Income Under RM30,000 RM30,000 to RM39,999 7% RM40,000 to RM49,999 RM50,000 to RM69,999 RM70,000 to RM89,999 RM90,000 to RM119,999 RM120,000 to RM199,999 RM200,000 or more 5% Employment status Work full time 82% Work part time 6% 4 About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Partner Housemates Relatives/family Alone Single parent Other 5% 2% Full time student Home duties Looking for work Retired Other 2% 2% Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations For more information, please contact: Professional Manager Clerical and admin Self-employed Other Labourer / trade Sales worker Community worker 7% 2% 2% 0% 48% ask.us@tourism.australia.com Understanding the Malaysian Market 2017

83 UNDERSTANDING THE NEW ZEALAND MARKET Market Overview In 2016, was s largest inbound market for visitor arrivals, fourth largest market for total visitor spend and third for visitor nights. 1,347,000 Visitor arrivals 1 (á 3 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security 5 Value for money 50% Rich history and heritage Friendly and open citizens Good food and wine World class nature Family friendly Aquatic and coastal Quality accommodation Clean cities, good infrastructure 13 nights *2 Average nights stayed $2.7bn Total spend 2 (á 3 per cent) 7 nights **2 Median nights stayed Read as: 5 of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Market 2017

84 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in United States South Pacific 76% United States South Pacific Singapore 72% 5 United States South Pacific Singapore 8% 7% 7% 6% 6% 5 United States China Cook Islands Samoa India Read as: 76% of consumers are considering travel to in the next 4 years, while 5 are intending to visit in the next 2 years. is ranked #1 for visitation against other out-of-region (OOR) destinations for travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE15. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the market, performs strongest with respect to aquatic and coastal experiences. These types of experiences have a strong level of appeal and association with (higher and to the right), while natural beauty experiences are considered slightly more important (larger bubble). Food and wine experiences, while important, generate average levels of association with among this market. Association with % of out-of-region travellers* High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Low Association with High Experience Appeal Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are very important among the market, and while there is a high level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the Market 2017

85 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Scandinavia 5 48% 46% 46% 4 38% 38% Scandinavia 66% % 55% % 46% Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 6 among those who have visited. Unique and interesting wildlife Total respondents Kenya Other Africa North Africa India Argentina 46% 75% 65% 6 Read as: 75% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 38% Wilderness/mountain/rainforest areas Historical/cultural/religious sites Tropical islands and beaches Historical/cultural/religious Remarkable natural environments Natural remote coastal areas Engaging with nature Read as: 38% of respondents said that remarkable scenery to soak up is a key element of world class nature. Wide open inland/outback/desert areas Developed coastal Read as: of respondents said wilderness/mountain/ rainforest environments are an important type of world class nature. Understanding the Market 2017

86 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Spain Mexico % 6 Spain Vietnam Singapore 56% 4 48% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 56% among those who have visited. Current associations with n food and wine Fresh seafood Backyard BBQs Multicultural food Fresh food in pristine environments Wineries with great food Fish and chips on the beach A heritage of food and wine culture Stunning food and wine trails Fine dining restaurants Food and wine events and local festivals Read as: 55% of respondents associate n food and wine with fresh seafood. 55% Elements of good food and wine Important types of good food and wine Interesting street-food A range of multicultural food options A heritage of food and wine culture Fresh seafood A national style of cooking Natural fruit and vegetables Fresh local produce High grade meat and livestock Vineyards/winery 8% Award winning wineries 6% Award winning restaurants 5% Renowned cheese and dairy 2% Read as: of respondents said interesting street-food is a key element of good food and wine. Read as: of respondents said a range of multicultural food options is an important type of good food and wine. Understanding the Market 2017

87 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited 5 46% 38% Other South Pacific Mexico visited 6 55% 4 3 Other South Pacific 3 8 Read as: 5 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 8 among those who have visited. Remote coastal, beach and aquatic locations Aquatic wildlife not visited visited not visited visited Other S Pacific Mexico Spain 46% 3 Other S Pacific 60% 4 3 Other S Pacific Philippines 46% Other S Pacific 72% Read as: 60% of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations Read as: 72% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited not visited visited Spain Mexico 5 38% Spain 7 5 Other S Pacific Philippines Malaysia 5 3 Other S Pacific Philippines 65% 5 46% 3 38% Read as: 7 of respondents that have visited associate with developed coastal and beach locations. Read as: 3 of respondents that have visited associate with tropical islands and locations. Understanding the Market 2017

88 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches The Great Barrier Reef Travelling around several places Rainforests/ forests/national parks The major n cities n food and wine n wildlife Unspoilt natural wilderness n climate n coastal lifestyle % Read as: 4 of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Family events Major sporting events Arts and entertainment events Family friendly events 38% Music festivals Religious events Food and wine festivals Music festivals Sporting events Cultural celebrations Natural and wildlife events Food and wine festivals Local/ regional events 8% Arts and entertainment events Cultural celebrations 7% Natural and wildlife events Religious events Local/regional events Read as: of respondents indicate family events as appealing elements when travelling overseas. Read as: of respondents indicate the influence of major sporting events on destination choice. Understanding the Market 2017

89 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Been there before Friends or relatives that have been before or live there General internet searching Online flights booking site Online hotel booking site Traveller review sites Travel agent (telephone or in person) Sites for specific destinations Airline Brochures Read as: of respondents indicate (having) been there before as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information a holiday destination Friends or relatives that have been before or live there Been there before General internet searching Online flights booking site Travel agent (telephone or in person) Online hotel booking site Traveller review sites Sites for specific destinations Travel or guide books Brochures Read as: of respondents indicate friends or relatives that have been before or live there as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Directly through airline (online) Travel agent (telephone or in person) Accommodation provider (online) Travel agent (online) Directly through airline (telephone or in person) 6% Other travel booking website 5% Accommodation provider (telephone or in person) Tour operator (online) Other online source 2% Tour operator (telephone or in person) 2% Read as: of respondents indicate booking directly through (an) airline (online) as a preferred source when booking a holiday. Understanding the Market 2017

90 RESPONDENT PROFILE Gender Male Female Place of residence Auckland / Northern North Island Wellington / Southern North Island Central North Island Christchurch / Central South Island Otago / Southern South Island Nelson / Northern South Island Living situation Partner Partner and kids Alone Housemates Parents Single parent Relatives/family Other Occupations 46% 6% 2% 5 38% 3 Age Under 29 years years years years years 70+ years Income Under $39,999 8% $40,000 to $59,999 $60,000 to $79,999 $80,000 to $99,999 $100,000 to $119,999 $120,000 to $149,999 $150,000 to $199,999 8% $200,000 to $299,999 $300,000 or more 6% Employment status Work full time 5 Work part time Retired Home duties 5% Full time student Looking for work Other About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx For more information, please contact: Professional Manager Clerical and admin Labourer / trade Self-employed Other Community worker Sales worker Farmer 6% ask.us@tourism.australia.com Understanding the Market 2017

91 UNDERSTANDING THE SINGAPOREAN MARKET Market Overview In 2016, Singapore was s fifth largest inbound market for visitor arrivals, seventh largest market for total visitor spend and 13th for visitor nights. 439,600 Visitor arrivals 1 (á 11 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 58% Business Visiting friends & relatives Education Most important factors when selecting a holiday destination Safety and security Value for money 48% Good food and wine Friendly and open citizens World class nature Family friendly Rich history and heritage Clean cities, good infrastructure Aquatic and coastal Quality accommodation 66% 17 nights *2 Average nights stayed $1.4bn Total spend 2 (á 4 per cent) 7 nights **2 Median nights stayed Read as: 66% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Singaporean Market 2017

92 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in Taiwan South Korea Hong Kong China 52% 52% 38% Hong Kong Taiwan South Korea China Macau % 45% 3 Taiwan Hong Kong South Korea China China Hong Kong Taiwan South Korea United States* Macao, China Read as: 52% of Singaporean consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #4 for visitation against other out-of-region (OOR) destinations for Singaporean travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE2015. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the Singaporean market, performs strongest with respect to natural beauty and aquatic and coastal experiences. Both types of experiences have a strong level of appeal and association with (higher and to the right), while natural beauty experiences are considered slightly more important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* Low Association with Low Experience Appeal Low Association with High Experience Appeal City Sport and Adventure History and Culture Natural Beauty Wildlife Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are important among the Singaporean market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the Singaporean Market 2017

93 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited China Scandinavia % 45% Scandinavia 7 72% % Read as: 45% of respondents who have not visited associate with world class nature. This figure rises to 72% among those who have visited. Unique and interesting wildlife Total respondents Kenya North Africa 50% Read as: 50% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Natural remote coastal areas World Heritage status areas Wilderness/mountain/rainforest areas Historical/cultural/religious Remarkable natural environments Tropical islands and beaches Escape to secluded relaxing areas Developed coastal Wide open inland/outback/desert areas Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said natural remote coastal areas are an important type of world class nature. Understanding the Singaporean Market 2017

94 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Hong Kong Taiwan Korea 6 55% 4 Hong Kong Taiwan Korea Spain % 55% 5 5 Read as: of respondents who have not visited associate with good food and wine. This figure rises to 55% among those who have visited. Current associations with n food and wine Fresh food in pristine environments Fresh seafood High grade meat and live stock Fish and chips on the beach Steakhouses Spectacular outdoor dining A heritage of food and wine culture Backyard BBQs Wineries with great food Stunning food and wine trails 47% 52% Read as: 52% of respondents associate n food and wine with fresh food in pristine environments. Elements of good food and wine Important types of good food and wine Interesting street-food 4 Fresh seafood 38% Fresh local produce A range of multicultural food options A heritage of food and wine culture Natural fruit and vegetables A national style of cooking High grade meat and livestock Award winning restaurants 8% Award winning wineries 2% Vineyards/winery Renowned cheese and dairy Read as: 4 of respondents said interesting street-food is a key element of good food and wine. Read as: 38% of respondents said fresh seafood is an important type of good food and wine. Understanding the Singaporean Market 2017

95 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited 4 38% 45% 4 70% Read as: 4 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 70% among those who have visited. Remote coastal, beach and aquatic locations Aquatic wildlife not visited visited not visited visited Taiwan UAE China UAE Taiwan 8% Mexico Taiwan 58% Read as: of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited Hong Kong visited Taiwan 56% Read as: 58% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited Taiwan Hong Kong Macau visited Other S Pacific Mexico 4 8% Read as: 56% of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the Singaporean Market 2017

96 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n food and wine The Great Barrier Reef n beaches Unspoilt natural wilderness n wildlife Island experiences Travelling around several places n coastal lifestyle Laidback n lifestyle Rainforests/forests/national parks 3 Read as: 3 of respondents indicate n food and wine as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Food and wine festivals Religious events Natural and wildlife events Major sporting events Local/regional events Music festivals Family events Cultural celebrations Music festivals Family friendly events Cultural celebrations Food and wine festivals Arts and entertainment events Arts and entertainment events Religious events Local/regional events Sporting events Natural and wildlife events Read as: of respondents indicate food and wine festivals as appealing elements when travelling overseas. Read as: of respondents indicate the influence of religious events on destination choice. Understanding the Singaporean Market 2017

97 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Singaporean consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Friends or relatives that have been before or live there Traveller review sites Online flights booking site Online hotel booking site Sites for specific destinations Been there before Travel or guide books Social media Brochures Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Traveller review sites Friends or relatives that have been before or live there Online hotel booking site Sites for specific destinations Online flights booking site National tourism website Travel or guide books Brochures Social media Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Directly through airline (online) Accommodation provider (online) Travel agent (telephone or in person) Travel agent (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) Airbnb Other travel booking website Tour operator (online) Accommodation provider (telephone or in person) Other online source 8% 6% 6% 5% 5% 5% 52% Read as: 52% of respondents indicate booking directly through (an) airline (online) as a preferred source when booking a holiday. Understanding the Singaporean Market 2017

98 RESPONDENT PROFILE Gender Male 45% Female 55% Place of residence West Region North-East Region East Region Central Region North Region Living situation Partner and kids Parents Partner Alone Housemates Relatives/family Single parent Other 2% 0% Age Under 29 years years years years 60+ years Income Under $25,000 $25,000 to $44,999 $45,000 to $64,999 $65,000 to $84,999 $85,000 to $99,999 $100,000 to $124,999 $125,000 to $199,999 $200,000 or more Employment status 5% 7% Work full time 80% Work part time 7% Full time student 5% Looking for work Home duties Retired 2% Other About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Manager Clerical and admin Self-employed Labourer / trade Other Sales worker Community worker Farmer 6% 2% 0% 4 For more information, please contact: ask.us@tourism.australia.com Understanding the Singaporean Market 2017

99 UNDERSTANDING THE SOUTH KOREAN MARKET Market Overview In 2016, South Korea was s eighth largest market for visitor arrivals, sixth largest market for total visitor spend and visitor nights. 284,600 Visitor arrivals 1 (á 24 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 60% Business 8% Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security Value for money 48% Good food and wine Friendly and open citizens World class nature Family friendly Rich history and heritage Clean cities, good infrastructure Aquatic and coastal Quality accommodation 66% 57 nights *2 Average nights stayed $1.6bn Total spend 2 (á 17 per cent) 7 nights **2 Median nights stayed Read as: 56% of respondents rate world class nature among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the South Korean Market 2017

100 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in Spain Eastern Europe Guam 62% 57% 56% 55% 55% 52% 50% 48% 48% 47% Guam Eastern Europe United States* Philippines Vietnam Singapore Cambodia Malaysia Croatia th Read as: of South Korean consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #15 for visitation against other out-of-region (OOR) destinations for South Korean travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the South Korean market, performs strongest with respect to natural beauty and aquatic and coastal experiences. Both types of experiences have a strong level of appeal and association with (higher and to the right), while natural beauty experiences are considered more important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with. Association with % of out-of-region travellers* High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Low Association with High Experience Appeal Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are important among the South Korean market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the South Korean Market 2017

101 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited Scandinavia 5 52% 50% 46% 38% 38% 70% % 45% Read as: 52% of respondents who have not visited associate with world class nature. This figure rises to 70% among those who have visited. Unique and interesting wildlife Total respondents Guam Other South Pacific Scandinavia 38% Read as: 38% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Historical/cultural/religious Natural remote coastal areas Historical/religious/cultural sites Tropical islands and beaches Escape to secluded relaxing areas Developed coastal Wilderness/mountain/rainforest areas 8% World Heritage status areas Wide open inland/outback/desert areas Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said historical/cultural/religious sites are an important type of world class nature. Understanding the South Korean Market 2017

102 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited Spain Singapore 5 52% Spain 38% 38% 66% 6 Read as: of respondents who have not visited associate with good food and wine. This figure rises to 38% among those who have visited. Current associations with n food and wine Fresh food in pristine environments High grade meat and live stock Steakhouses Fresh seafood Spectacular outdoor dining Backyard BBQs Fish and chips on the beach A heritage of food and wine culture Food and wine events and local festivals Stunning food and wine trails % Read as: 48% of respondents associate n food and wine with fresh food in pristine environments. Elements of good food and wine Important types of good food and wine Fresh local produce Fresh seafood A national style of cooking A range of multicultural food options Interesting street-food High grade meat and livestock A heritage of food and wine culture Natural fruit and vegetables Award winning restaurants 6% Renowned cheese and dairy Vineyards/winery 2% Award winning wineries Read as: of respondents said fresh local produce is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine. Understanding the South Korean Market 2017

103 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited Guam Scandinavia Other S Pacific Guam 4 3 Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 4 among those who have visited. Remote coastal, beach and aquatic locations not visited visited Aquatic wildlife not visited visited Malaysia Philippines Philippines Scandinavia Other S Pacific Kenya 8% 7% Philippines 47% Read as: of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited visited Singapore 4 Read as: 4 of respondents that have visited associate with developed coastal and beach locations. Read as: 47% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited Other S Pacific Philippines Malaysia NZ 7% visited Other S Pacific Philippines Vietnam Read as: of respondents that have visited associate with tropical islands and locations. Understanding the South Korean Market 2017

104 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 5 n food and wine n wildlife Unspoilt natural wilderness 3 38% Laidback n lifestyle Major n cities Island experiences Rainforests/forests/national parks n coastal lifestyle Travelling around several places Read as: 5 of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 4 No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Food and wine festivals 46% Religious events Local/regional events 3 Family friendly events Natural and wildlife events Major sporting events Family events Music festivals Music festivals Arts and entertainment events Cultural celebrations Cultural celebrations Arts and entertainment events Food and wine festivals Sporting events Natural and wildlife events Religious events Local/regional events Read as: 46% of respondents indicate food and wine festivals as appealing elements when travelling overseas. Read as: of respondents indicate the influence of religious events on destination choice. Understanding the South Korean Market 2017

105 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that South Korean consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Travel or guide books Online travel agent Friends or relatives that have been before or live there TV travel programs Travel agent (telephone or in person) Traveller review sites Been there before Online hotel booking site Social media Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Travel agent (telephone or in person) Travel or guide books Friends or relatives that have been before or live there Online travel agent Tour operator Online hotel booking site Traveller review sites Online flights booking site Been there before Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) Travel agent (online) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (online) Tour operator (telephone or in person) Accommodation provider (telephone or in person) Airbnb Other online source 2% 8% 7% 7% 6% Read as: of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the South Korean Market 2017

106 RESPONDENT PROFILE Gender Male Female Place of residence Seoul Gyunggido Busan Incheon Daegue Gyungsangnam-do Gwangju Daejeon Choongcheongbuk-do Gyunsanbuk-do Living situation Partner and kids Parents Partner Alone Single parent Relatives/family Housemates % 7% 6% 2% 2% 7% 0% 58% Age Under 29 years years years years 60+ years Income Under 30million Won 30million to 39million Won 40million to 49million Won 50million to 59million Won 60million to 79million Won 80million to 99million Won 100million+ Won Employment status Work full time 7 Home duties Work part time 8% Full time student 5% Looking for work Other Retired 2% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Clerical and admin Professional Manager Labourer / trade Self-employed Community worker Sales worker Other Farmer 5% 2% 0% 46% For more information, please contact: ask.us@tourism.australia.com Understanding the South Korean Market 2017

107 UNDERSTANDING THE TAIWANESE MARKET Market Overview In 2016, Taiwan was s 13th largest inbound market for visitor arrivals, 12th for total visitor spend and seventh for visitor nights. 165,000 Visitor arrivals 1 (á 27 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 65% Business 5% Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security World class nature 48% Clean cities, good infrastructure 3 Value for money Quality accommodation Good food and wine Friendly and open citizens Rich history and heritage Family friendly Aquatic and coastal 6 75 nights *2 Average nights stayed $0.9bn Total spend 2 (á 23 per cent) 11 nights **2 Median nights stayed Read as: 6 of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Taiwanese Market 2017

108 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in Singapore Scandinavia Singapore Malaysia Singapore Scandinavia 8% 7% 7% 7% 6% 6% United States* Singapore Vietnam Malaysia Philippines Cambodia Read as: of Taiwanese consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #9 for visitation against other out-of-region (OOR) destinations for Taiwanese travellers. Notes: * is included in US visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2015 Understanding the Taiwanese Market 2017

109 HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited Scandinavia United Kingdom 60% 56% 50% 48% 47% visited Scandinavia 6 62% 5 57% % 47% Read as: 48% of respondents who have not visited associate with world class nature. This figure rises to 57% among those who have visited. Good food and wine not visited Singapore Spain 45% 5 19th visited Spain Mexico Vietnam 3 72% 5 5 Read as: of respondents who have not visited associate with good food and wine. This figure rises to among those who have visited. Aquatic and coastal not visited Guam Scandinavia % visited Guam 62% Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 5 among those who have visited. Understanding the Taiwanese Market 2017

110 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Taiwanese consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Travel agent (telephone or in person) General internet searching Travel or guide books Friends or relatives that have been before or live there Brochures Been there before Online travel agent Traveller review sites Online hotel booking site Online flights booking site Read as: of respondents indicate travel agent (telephone or in person) as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Travel agent (telephone or in person) Travel or guide books Friends or relatives that have been before or live there Brochures Traveller review sites NTO site Online travel agent Been there before Social media Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday to Travel agent (telephone or in person) Travel agent (online) Accommodation provider (online) Directly through airline (online) Directly through airline (telephone or in person) 8% Tour operator (online) 7% Tour operator (telephone or in person) 6% Accommodation provider (telephone or in person) 6% Airbnb 2% Other travel booking site 55% Read as: 55% of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Understanding the Taiwanese Market 2017

111 RESPONDENT PROFILE Gender Male 55% Female 45% Place of residence New Taipei Taipei Kaohsiung Taichung Tainan 8% Taoyuan 5% Hsinchu Living situation Partner and kids 4 Parents Partner Alone Relatives/family Single parent 2% Housemates 2% Other Age Under 24 years Income years years years years 65+ years Less than NT$599,999 NT$600,000 to NT$999,999 NT$1 million t0 NT$1.4 million NT$1.5 million to NT$1.9 million NT$2 million to NT$2.9 million NT$3,000,000 or more Prefer not to say 2% Employment status Work full time Work part time Retired Home duties Full time student Looking for work Other 7% 5% 7% 8 About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Clerical and admin Manager Labourer / trade Sales worker Self-employed Other Community worker Farmer 5% 2% 0% 3 For more information, please contact: ask.us@tourism.australia.com Understanding the Taiwanese Market 2017

112 UNDERSTANDING THE MARKET Market Overview In 2016, the United Kingdom () was s third largest inbound market for visitor arrivals, second largest market for total visitor spend and visitor nights. 716,700 Visitor arrivals 1 (á 4 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 3 Business Visiting friends & relatives 4 Other Most important factors when selecting a holiday destination Safety and security Value for money Good food and wine Friendly and open citizens Rich history and heritage Aquatic and coastal World class nature Quality accommodation Family friendly Clean cities, good infrastructure Read as: 5 of respondents rate safety and security among the top five most important factors when choosing a holiday destination nights *2 Average nights stayed $3.7bn Total spend 2 (â 3 per cent) 20 nights **2 Median nights stayed Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the Market 2017

113 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in Mexico 38% Mexico Singapore Hong Kong 5 Mexico Hong Kong India 8% 8% 7% 5% 5% United States* India China Mexico Singapore Hong Kong Read as: of consumers are considering travel to in the next 4 years, while 8% are intending to visit in the next 2 years. is ranked #5 for visitation against other out-of-region (OOR) destinations for travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2015 Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the market, performs strongest with respect to aquatic and coastal experiences. These types of experiences have a strong level of appeal and association with (higher and to the right), while food and wine experiences are considered most important (larger bubble). Food and wine experiences generate lower levels of association with among this market High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine Association with % of out-of-region travellers* City Sport and Adventure History and Culture Natural Beauty Wildlife Low Association with Low Experience Appeal Low Association with High Experience Appeal Size of bubble = Importance for destination choice Experience appeal % out-of-region travellers* who find experience appealing Read as: Food and wine experiences are very important among the market, and while there is a high level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Understanding the Market 2017

114 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited 60% visited 75% 72% 60% 5 47% 47% Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 72% among those who have visited. Unique and interesting wildlife Total respondents Kenya Central America North Africa India China 52% 4 3 Read as: 52% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up 38% Natural remote coastal areas Historical/cultural/religious sites Wilderness/mountain/rainforest areas Remarkable natural environments Engaging with nature Historical/cultural/religious Tropical islands and beaches Developed coastal 7% Escaping to secluded relaxing areas Wide open inland/outback/desert areas 5% Read as: 38% of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said natural remote coastal environments are an important type of world class nature. Understanding the Market 2017

115 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited India Hong Kong Mexico China Singapore India Hong Kong Malaysia 38% 56% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 56% among those who have visited. Current associations with n food and wine Fresh seafood Backyard BBQs Spectacular outdoor dining High grade meat and live stock Fresh food in pristine environments Steakhouses Wineries with great food Multicultural food A heritage of food and wine culture Stunning food and wine trails 46% 45% 58% 55% Read as: 58% of respondents associate n food and wine with fresh seafood. Elements of good food and wine Important types of good food and wine A national style of cooking Fresh seafood A heritage of food and wine culture A range of multicultural food options Fresh local produce High grade meat and livestock Interesting street-food Natural fruit and vegetables Award winning restaurants 7% Renowned cheese and dairy Vineyards/winery Award winning wineries Read as: of respondents said a national style of cooking is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine. Understanding the Market 2017

116 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited Mexico % 38% visited Mexico 55% % Read as: 5 of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 75% among those who have visited. Remote coastal, beach and aquatic locations not visited visited Aquatic wildlife not visited visited Spain Vietnam Philippines 4 Spain Other W Europe Read as: 4 of respondents that have visited associate with remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited visited Read as: of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited visited Spain UAE Hong Kong Spain 5 Philippines Philippines Macau Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Understanding the Market 2017

117 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions The Great Barrier Reef 48% n beaches n wildlife Travelling around several places Unspoilt natural wilderness Rainforests/forests/national parks n climate % n coastal lifestyle The major n cities Island experiences Read as: 48% of respondents indicate The Great Barrier Reef as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. No Unsure Yes Read as: of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Local/regional events Major sporting events Music festivals Family friendly events Cultural celebrations Music festivals Family events Religious events Food and wine festivals Natural and wildlife events Arts and entertainment events Food and wine festivals Sporting events 5% Arts and entertainment events Natural and wildlife events Cultural celebrations Religious events 2% Local/regional events Read as: of respondents indicate local/regional events as appealing elements when travelling overseas. Read as: of respondents indicate the influence of major sporting events on destination choice. Understanding the Market 2017

118 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Been there before Friends or relatives that have been before or live there Travel or guide books Online flights booking site Traveller review sites Brochures Sites for specific destinations Online hotel booking site Online travel agent Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Been there before Friends or relatives that have been before or live there Travel or guide books Traveller review sites Online flights booking site Sites for specific destinations Online hotel booking site Brochures Travel agent (telephone or in person) Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Directly through airline (online) Travel agent (telephone or in person) Travel agent (online) Accommodation provider (online) Directly through airline (telephone or in person) Tour operator (telephone or in person) Tour operator (online) Accommodation provider (telephone or in person) Other travel booking website Airbnb 8% 6% 6% 6% 2% Read as: of respondents indicate travel agent (telephone or in person) as a preferred source when booking a holiday to. Understanding the Market 2017

119 RESPONDENT PROFILE Gender Male 48% Female 52% Place of residence South East London North West Yorkshire and The Humber South West 8% Scotland 8% West Midlands 8% Living situation Partner Partner and kids Alone Single parent 5% Parents Housemates 2% Relatives/family 0% Age Under 29 years years years Income years years 70+ years Under 20,000 20,000 to 29,999 30,000 to 39,999 40,000 to 49,999 50,000 to 59,999 60,000 to 69,999 70,000 to 79,999 80,000 to 99, ,000 to 149, ,000 more more Employment status Work full time Retired Work part time Home duties Looking for work Other Full time student 8% 6% 5% 6% 2% 2% 5 About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India,,, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, and. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations For more information, please contact: Professional Clerical and admin Manager Labourer / trade 8% ask.us@tourism.australia.com Self-employed 7% Sales worker Community worker Other Understanding the Market 2017

120 UNDERSTANDING THE US MARKET Market Overview In 2016, the United States of America () was s fourth largest inbound market for visitor arrivals, the third largest market for total visitor spend and the fourth for visitor nights. 711,400 Visitor arrivals 1 (á 16 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 4 Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Safety and security 47% Good food and wine Aquatic and coastal World class nature Value for money Rich history and heritage Friendly and open citizens Quality accommodation Family friendly Clean cities, good infrastructure 23 nights *2 Average nights stayed $3.7bn Total spend 2 (á 7 per cent) 11 nights **2 Median nights stayed Read as: 47% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December Understanding the US Market 2017