Present and Future Holiday Seekers. Nell Anderson General Manager Strategy Tourism Australia
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1 Present and Future Holiday Seekers Nell Anderson General Manager Strategy Tourism Australia
2 Tourism seriously fun business $94 billion industry, contributing $34 billion to GDP Largest services export earner ($23 billion) Employs 500,000 people directly 46 cents in every dollar spent in regional Australia Brand Australia
3 Tourism Australia To grow demand for both leisure tourism and business events and support industry to increase visits, dispersal and economic value International focus, targeted for domestic and BE Work closely with the STOs (RTOs/LTOs)
4 Tourism Industry Strategic Direction Jackson Report June 2009 National Long Term Tourism Strategy December Tourism Industry Potential November 2010 Galvanizing the industry Improving performance Creating a more appealing Australia for the future
5 2020 Tourism Industry Potential
6 What do we need in 2020? Demand 6m to 9-10m international visitors, 73m to 83-97m domestic visitors (1-3% AAG) Aviation inbound seats %, domestic seats % Product: 40,000-70,000 new capital city beds Regional Australia does not need beds focus on quality/signature accommodation
7 What do we need in 2020? Labour & skills 100,000 new jobs Marketing There s Nothing Like Australia campaign High impact demonstration (e.g. Oprah) Digital / Social
8 International Facts & Figures ABS (Year End 04/11) Visitors %Growth Spend* NZ 1,178 +6% 3 UK 656-3% 2 USA 487-3% 4 China % 1 Japan %^ 8 IVS March 11 Total visitors 5,440, % Total spend $26 million +49% Holiday 45% of all visitors 62 million nights 25% in rental house or apartment $6 billion (-5%) * ranking for spend IVS March 11 ^ (-17% YTD)
9 Promoting Internationally Tourism Australia uses 7 experiences Research shows Nature and Journeys are in the top 3 motivating experiences in all markets tested (12 markets) Coastal is next and not included in the top 3 for Germany and UK Outback, Aboriginal, Cities and Food & Wine provide depth Inclusion of people is essential
10 Domestic Facts & Figures Total trips 67.6 million +2% Visitor nights 257 million - State nights NSW 31% QLD 26% VIC 19% Purpose Holiday 49% VFR 30% Business 15% Overnight expenditure $41.9 billion -2% Outbound 6.4 million trips +10% 587k incremental Domestic 67 million trips +2% 1,340k incremental Rental home/apartment 8% of nights NVS March 11 (March 11)
11 Key Qualitative Domestic Trends An Aussie holiday is about re-connection (family, friends, me time ), return to stability, sense of nostalgia Local events are important (part of reconnecting) The motivation for Aussie holidays are affordable, relaxation and value for money The association for Aussie holidays are short break, convenient, easy, familiar NOTE the GAP
12 Key Qualitative Domestic Trends Most domestic trips are 2-7 nights, Youth & SINKs more likely weekend; family & seniors more likely a week or more More Aussie consumers are feeling worse off (38% June 11 v 28% 2008) A richer life rather than a life of riches Selected TNS studies
13 Summary Tourism is a vital and important industry Australian Tourism has ambition Challenges and opportunities here and now Build a more appealing Australia for the future
14 Paul Murray Business Development Manager How to connect with Tourism Australia Marketing Opportunities Toolkits Resources
15 Global Marketing Prospectus 2011/12 The information contained within this presentation can be found in the Global Marketing Prospectus 2011/12 Download your copy from the homepage of our corporate site:
16 Sign up for Essentials Weekly news from Tourism Australia Upcoming marketing opportunities What s new in Australian tourism Statistics and analysis Global tourism trends Industry offers and opportunities tourism.australia.com/essentials
17 Visit Tourism Australia s Corporate site Access to the latest info: Marketing campaigns Marketing opportunities Market updates Industry news Research Statistics Reports tourism.australia.com
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19 19 Marketing: 10 Free Campaign Tools
20 Marketing: Australia.com Tourism Australia s consumer website 18 million unique visits (2009/2010) Ensure your listing is up to date at:
21 Marketing: Social Media Facebook Become a friend of Australia Twitter Follow us on Twitter
22 Marketing: Trade Events Tourism Australia coordinates and participates in more than 30 international trade shows each year How to get involved? Visit the Trade Events website: See the calendar of events Research and plan which events to attend Submit event applications online
23 Tourism Acronyms Explained Toolkit: Planning for Inbound Success A guide to becoming export ready. Contents include: The Inbound Traveller & Trends The Travel Distribution System Working with Inbound Tour Operators, Wholesalers, Online Travel Retailers Developing a Marketing Plan Marketing to Inbound Travelers
24 Toolkit: Boosting your bottomline A practical resource that provides important information on: Tourism Australia s target consumer The Experience Seeker How to position your product as an experience through bundling ; How to promote your product as an experience through public relations and digital marketing
25 Toolkit: Making a Splash A tool to assist you to generate publicity Tips on: - Writing media releases - Developing media kits - Hosting media - Building media relations - Crisis Management tourism.australia.com/makingasplash Download from:
26 Resources: Research Quarterly Market Updates Current state of international tourism to Australia Tourism Australia s major international activities. Annual Market Profiles Produced for 14 key markets Providing information and insights on market performance, aviation and the distribution system. International Video Portal Watch regular market updates featuring the latest market knowledge and insights, direct from Tourism Australia s teams in region. tourism.australia.com/markets
27 Resources: Image Library & logo 10,000+ FREE Images Moving footage available for download Provide recognition and creditability for your messages Visit the above URL for download instructions
28 Resources: Business Development Team Paul Murray Business Development Manager WA, SA, Vic, Tas, Sydney Attractions E: Joleen Booth Business Development Manager ACT, NT, QLD, NSW (Except Sydney Attractions) E:
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