NICKI KENYON GENERAL MANAGER CONSUMER MARKETS VISIT VICTORIA. VICTORIAN TOURISM CONFERENCE 25 July 2017
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1 NICKI KENYON GENERAL MANAGER CONSUMER MARKETS VISIT VICTORIA VICTORIAN TOURISM CONFERENCE 25 July 2017
2 OVERVIEW Victoria s Visitor Economy Strategy & Targets Victoria s tourism performance Priorities for International and Interstate Marketing Wander Victoria
3 PEOPLE
4 VICTORIA S VISITOR ECONOMY STRATEGY The Victorian Visitor Economy Strategy was published in July The Strategy outlined nine priorities to achieve the goal of visitor spending in Victoria reaching $36.5 billion by More private sector investment Build on the potential of regional and rural Victoria Improved branding and marketing Maximizing the benefits of events Improved experiences for visitors from Asia Better tourism infrastructure Improved access into and around Victoria Skilled and capable sector More effective coordination
5 VISITOR ECONOMY STRATEGY GOAL Victorian total expenditure (daytrip AND overnight) ($billions) Total visitor expenditure (daytrip & overnight) Actual Projected estimates $36.5 billion Future growth trend based on past AAG rate ( ) of 5.3% p.a ,000 Jobs year ending June Source: International and National Visitor Surveys, Regional Expenditure Model (REX) Tourism Research Australia, Canberra, year ending December : Population 15+ 5
6 FAST FACTS The Victorian Visitor Economy contributes $23.4b to Victoria s GSP Employs 210,400 Victorians 7% of total employment 56% of Victoria s tourism employment / 114,000 jobs are in regional Victoria The visitor economy contributes three times more in terms of employment to regional Victoria in comparison to Melbourne (13.4% compared to 4.4%) Tourism s contribution to the Australian economy is now higher than coal & agriculture
7 Interstate, intrastate and international are ALL essential 2015 EXPENDITURE WITHOUT DAYTRIPS ($m,visitor expenditure) Top 10 Geographies 1. Regional Victoria 2. NSW 3. China 4. Queensland 5. WA 6. SA 7. United Kingdom 8. New Zealand 9. Tasmanian 10. Malaysia 32% 36% 32% Source: International and National Visitor Survey, Regional Expenditure Model (REX), Tourism Research Australia, December 2015, SPP Analysis (ref 101)
8 ACHIEVING THE 2025 TARGET Increase visitor numbers Increase visitor nights Increase spend per night $36.5bn visitor economy spend
9 VICTORIA S TOURISM PERFORMANCE
10 INTERNATIONAL OVERNIGHT VISITORS 2.7 million 8% NIGHTS 13% SPEND 8% 66.6 million $7.3 billion 33.4% 50.7% 20.4% 34.3% 19.0% 35.9% 35.0% 25.4% 26.6% New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory ACT New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory ACT New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory ACT AUS: 7.7 mil (+9%) NSW: 3.9 mil (+10%) QLD: 2.6 mil (+7%) AUS: mil (+5%) NSW: 89.9 mil (+4%) QLD: 53.5 mil (3%) AUS: $27.3 bil (+8%) NSW: 9.8 bil (+10%) QLD: 5.2 bil (+3%)
11 DOMESTIC OVERNIGHT VISITORS 22.5 million 6% NIGHTS 5% SPEND 12% 65.4 million $12.7 billion 32.1% 32.5% 27.1% 23.2% 24.6% 21.4% 24.0% 24.7% 20.5% New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory ACT New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory ACT New South Wales Victoria Queensland South Australia Western Australia Tasmania Northern Territory ACT AUS: 91.7 mil (+3%) NSW: 29.4 mil (+4%) QLD: 21.2 mil (+4%) AUS: mil (+4%) NSW: 96.5 mil (+7%) QLD: 83.2 mil (5%) AUS: $61.7 bil (+6%) NSW: $16.7 bil (+3%) QLD: $15.3 bil (+6%)
12 VISIT VICTORIA STRATEGIC PRIORITIES
13 INTERNATIONAL 13
14 Distortion China Campaign Infrastructure Airline Seat Capacity
15 INTERSTATE 15
16
17 THE TASK Reassert Melbourne's distinctiveness Drive visitation and frequency amongst a broad set of short-break Australian visitors (primary audience: Sydney & Brisbane) Increase spend per visitor Acquire a deeper understanding of our consumers through data
18 NEXT STEPS Film production and brand platform extensions via Clemenger BBDO Conversion partnerships to get more people here more often High impact media plan Australia/NZ Ongoing stakeholder engagement Campaign launch (Q4 2017) Australia/NZ
19 INTRASTATE 19
20 Re-engage Melburnians Amplify Winter and Spring Infrastructure Regional Tourism Boards
21 WANDER VICTORIA LIMITED EDITION People like regional Victoria. They even intend to travel there.one day. The regions will always be there, which means there s no particular rush to go in either winter or spring. It s true that the regions will always be there, however in winter and spring there are many incredible experiences that simply don t last. Snow, wildflowers, a particular vintage of wine. So, we remind people of these experiences, giving them a concrete reason to book and go today. Before they miss out.
22 SEASONAL SOCIAL FILMS
23 DIGITAL OUTDOOR
24 DIGITAL OUTDOOR
25
26 COLLABORATION Visit Victoria will continue to work with Regional Tourism Boards to: Engage on strategy and share research and insights Seek input to content program and seasonal framework Advise on campaign implementation and ways to maximise leverage opportunities Deliver activities focussed on content and conversion
27 HOW YOU CAN PARTICIPATE Industry is encouraged to become involved in the campaign by: Listing your business on visitvictoria.com Developing a deal or offer that can be featured on visitvictoria.com and wandervictoria.com (especially when your region is being featured!) Adding #wandervictoria to your social media posts Encouraging visitors to also use the #wandervictoria in their social posts Engaging with your RTB around Wander Limited Edition if you have a relevant experience / product
28 THANK YOU
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