Global Marketing Prospectus 2011/12

Global Marketing Prospectus 2011/12

A message from Andrew McEvoy To make ground in a growing world tourism industry, Australia must become more competitive. To do that, collective effort is a necessity. Welcome to Tourism Australia s Global Marketing Prospectus 2011/12, outlining the opportunities, resources and programs available to assist you in reaching customers in Australia and overseas. Tourism Australia provides a number of opportunities for the industry to partner with us in consumer and trade marketing activities. This includes domestic content initiatives with major media partners; the ability to showcase your product to thousands of Aussie Specialist agents around the world; participating in one of Tourism Australia s many trade events; getting involved in global publicity programs; accessing research and insights for business planning; or getting your product listed on www.australia.com. This document is designed to be your Tourism Australia guide, and will refer you to our corporate site, www.tourism.australia.com where you can find the most up to date information. Look for the highlighted links throughout this prospectus, directing you to the page on the website for more information or get in touch with one of the team. By getting involved in Tourism Australia s activities and programs you will also be helping to build demand for our tourism experiences, and helping us towards achieving the goal for maximising the potential of our industry. Late in 2010 the 2020 Tourism Industry Potential was launched at the inaugural Australian Tourism Directions Conference, setting scenarios of growth up to $140 billion by 2020 in overnight tourism expenditure. The 2020 Tourism Industry Potential is a new strategic approach to improve the industry s performance and competitiveness to help drive the future growth of the Australian tourism industry. A big part of this is aligning our collective effort to build demand for the incredible tourism experiences Australia has to offer. Andrew McEvoy Managing Director Tourism Australia

Contents 2020 Tourism Industry Potential...a scenario for growth 4 Investing in Growth 6 Global Market Resourcing 6 Connect with Tourism Australia 7 Marketing Resources 8 Marketing Opportunities 10 Research Resources 12 2011/12 Marketing Activity 13 North Asia 14 - China 14 - Hong Kong 15 - South Korea 16 South/South East Asia and Gulf Countries 17 - India 17 - Indonesia 18 - Malaysia 19 - Singapore 20 - Vietnam 21 - Gulf Countries 21 Japan 22 Americas 23 - United States of America 23 - Canada 24 - Brazil 25 New Zealand 26 United Kingdom 27 Continental Europe 28 - Germany 28 - France 29 - Italy 30 Business Events 32 Domestic 34 Industry Resources and Opportunities Checklist 35 Global Marketing Prospectus 3

2020 Tourism Industry Potential a scenario for growth Why Identify Australia s Tourism Potential? Tourism is a vital industry for Australia, generating $94 billion in economic value. As a sector, tourism contributes $34 billion in Gross Domestic Product (GDP) which is 2.6 per cent of Australia s total GDP. Tourism is Australia s largest services export earner and provides around half a million jobs. For tourism to continue to play a significant and sustainable role in the economy, the industry needs to be more competitive and productive. Over the past decade, Australia s international competitiveness has not kept pace with global trends and this has translated into a decline in international market share. Domestic tourism s visitor numbers have decreased with Australians increasingly choosing to travel abroad rather than at home. The Australian Minister for Tourism, Hon. Martin Ferguson, AM MP launched the National Long-Term Tourism Strategy (Strategy) in December 2009. The Jackson Report, an input into the Strategy, identified the value of targets and goals 1. Through the development of the Potential, the Australian tourism industry s opportunities and challenges have been quantified. This is critical for a successful roll-out of the Strategy. 1 Governments and industry need to set targets for the industry and develop plans based on Australia s competitive advantage and priority destinations (The Jackson Report, 2009) The Potential What Will a Successful Australian Tourism Industry Look Like in 2020? What is it? The 2020 Tourism Industry Potential is a rallying call to Australian industry and governments to focus on increased returns from the tourism industry. The Potential is focused on overnight visitor expenditure. By 2020 the Potential is estimated to be between $115 billion and $140 billion in overnight expenditure. Adding in day trips, total expenditure is estimated to be between $135 billion and $160 billion. $Billions, nominal How is it measured? Overnight expenditure (nominal dollars) is the primary measure of the Tourism Industry Potential. Day trips has been kept as a relative share of expenditure for the lower estimate and held constant for the upper estimate. $150 $130 $110 $90 $70 $50 $30 Trend Potential 1999 2000 2001 2002 2003 2004 2005 What does it mean? 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 What does it mean for domestic and international tourism? Domestic tourism currently accounts for 62 per cent of all overnight expenditure in Australian tourism. Given higher growth rates of inbound tourism over the next 10 years, by 2020 domestic tourism expenditure is expected to be 55 per cent of total tourism spend and international expenditure is expected to be 45 per cent. Domestic versus International $Expenditure A range approach has been used to allow for various scenarios. The upper end of the range represents a path of growth where the tourism industry has achieved market shares in source markets better than those achieved earlier this decade, while the lower end of the range allows for the impact of a range of shocks (economic, health, terrorism) or current market shares. International 62% 38% Domestic 2009 International 55% 45% Domestic Projected 2020

What does it mean for Tourism s Strategic Focus? To achieve the Potential, key areas of strategic focus will include: > > Growing market share > > Improving yield > > Improving dispersal > > Strategic aviation growth > > Attracting investment for a more appealing Australia for tomorrow > > Improving capital efficiencies > > Building labour and skills capacity and productivity. The supply side strategic focus is aligned with the National Long-Term Tourism Strategy and needs to be underpinned by microeconomic reform. To progress the National Long-Term Tourism Strategy, the Tourism Ministers Council established nine Working Groups to implement the reforms necessary to increase Australia s productive capacity. Tourism Industry Potential Incremental Total Overnight Expenditure at 2020 The table below shows where the incremental expenditure growth will come from and which markets will provide the most growth. What does it mean for Tourism Australia? On the demand side, Tourism Australia is underway with a dedicated strategy that aims to achieve the upper band of the Potential. Key areas of strategic emphasis include: > > Focus on the consumer consumers that are predisposed to Australia and will spend more > > Industry development using customer understanding to influence investment and quality (National Tourism Accreditation Framework) > > Aviation partnerships that will help grow profitable capacity > > A dedicated China Plan recognising China s importance to Australia s long term future and building on more than a decade of foundation work in China > > A continued global markets strategy and partnership with Australian industry to achieve the Potential. How can I find out more? The 2020 Tourism Industry Potential work is an initiative of Tourism Australia with the assistance of the Department of Resources, Energy and Tourism working closely across all levels of government and industry. If you want more information on the 2020 Tourism Industry Potential visit www.tourism.australia.com/research or please contact: Country China UK USA South Korea NZ Japan Singapore India Malaysia Germany France Range of incremental expenditure growth at 2020 $4.6 billion - $6.3 billion $2.1 billion - $3.3 billion $2.2 billion - $3.2 billion $1.6 billion - $2.2 billion $1.5 billion - $2.2 billion $1.2 billion - $1.8 billion $1.2 billion - $1.7 billion $1.1 billion - $1.5 billion $1.1 billion - $1.5 billion $0.8 billion - $1.3 billion $0.6 billion - $0.8 billion Corporate Communications, Tourism Australia ask.us@tourism.australia.com Global Marketing Prospectus 5

Investing in Growth In the table below, the base of each arrow shows the level of total overnight expenditure for calendar year 2009. The upper end of the arrow shows a high growth scenario which would see the Australian industry double the value of overnight tourism to reach $140 billion by 2020. Total Spend: 2009 to 2020 10 9 China +226% 8 SIZE (A$Billion) 7 6 5 4 3 2 1 0 UK +97% Ireland NZ +113% Germany +120% <A$500 Million: Ireland Spain Tahiti Vanuatu Fiji Mauritius Japan +120% HK +129% Belgium New Caledonia Brunei USA +133% Taiwan Thailand Italy +130% Malaysia +154% France +138% Austria Papua New Guinea Czech Republic Nordic Poland Chile Argentina NEW Russia Vietnam Philippines Brazil Singapore +158% Switzerland Netherlands 100% 125% 150% 175% 200% 250% Growth Mexico Canada +178% Korea +186% India +192% Sth Africa Indonesia +217% Gulf Countries +335% Global Market Resourcing To achieve the 2020 Tourism Industry Potential, Tourism Australia will focus the majority of its global marketing resources on those markets that represent the greatest potential to 2020. Tourism Australia will also target those emerging markets that have the strongest growth potential, and will continue to support the rest of world markets. This represents a balance of high growth volume markets, growing dispersal markets and those countries emerging as opportunities. For more information on the Tourism Industry Potential for each market please refer to the individual markets section from page 13. Critical: Worth over $3 billion and over $5 billion by 2020 Core: Worth between $1.5 billion and $3 billion by 2020 Rest of World > > Worth over $5 billion by 2020 Singapore > > Fast emerging China Gulf Countries Brazil USA Malaysia Vietnam UK Germany > > High priority > > Worth over $3 billion by 2020 Indonesia Italy New Zealand Hong Kong > > All Other Markets Japan India South Korea Canada France

Connect with Tourism Australia Business Development team If you would like to work with Tourism Australia, the Business Development Managers are often your best contact point for information about activities, events, research, and marketing opportunities. Their aim is to connect you directly to marketing programs and resources that will help you generate more business and help you gain a better understanding of market conditions. The team is also interested in your feedback and views on the state of the industry. Who do I contact? Joleen Booth Business Development Manager Tourism Australia ACT, NT, QLD, NSW (not including Sydney Attractions) Direct: 02 9361 1717 Email: jbooth@tourism.australia.com Paul Murray Business Development Manager Tourism Australia SA, TAS, VIC, WA, Sydney Attractions Direct: 02 9361 1325 Email: pmurray@tourism.australia.com Sign up for essentials news Tourism Australia Corporate Website Visit Tourism Australia s corporate website www.tourism.australia.com for online access to the latest information on marketing campaigns, market updates, industry news, research, statistics, reports and marketing opportunities. Tourism Australia industry Briefings Industry Briefings provide the opportunity for you to be updated directly from the Tourism Australia team on the state of the tourism industry, trends from key tourism markets and the range of marketing programs taking place in Australia and around the world. Industry Briefing seminars take place around Australia each year, with details announced in essentials and at www.tourism.australia.com How can I find out more? For information on Tourism Australia s industry resources, marketing opportunities and programs please visit www.tourism.australia.com or for enquiries within Australia please contact your Business Development Manager. Subscribe to Tourism Australia s free weekly e-newsletter essentials by visiting www.tourism.australia.com/essentials to keep up to date with the latest news. Tourism Australia s essentials newsletter contains important information on: > > Upcoming marketing opportunities > > What s new in Australian tourism > > Statistics and analysis > > Global tourism trends and developments > > Special industry offers and opportunities Global Marketing Prospectus 7

Marketing Resources There s nothing like Australia Our new global marketing campaign accentuates what is unique and different about Australia and uses the power of advocacy and social media to have these stories told. It features the personal holiday experience recommendations of the Australian people and uses digital, print and broadcast media to show what is unique and iconic about Australia. GetTING involved Tourism Australia s There s nothing like Australia campaign offers the largest ever range of free tools for the industry to use. Get involved in the campaign by downloading these tools for use in your marketing: campaign logo/tagline; print ad templates; digital postcards; digital newsletter templates; artwork for posters, flyers and tour shells; screensaver; and digital wallpapers. Campaign Content Widget The interactive content widget can be displayed on your own website and is packed with inspirational content, appealing images and amazing footage of Australia, all separated by category, so you can ensure your audience sees the topics that interest them. The widget can be customised with your company s offers and deals and a direct link to your booking site and is available in six different languages. Using the Brand Australia TOURISM logo The Brand Australia tourism logo is available to help create recognition and provide credibility for your messages. If you wish to use the logo, you are required to complete a Trademark License Agreement Form. Planning for Inbound Success Toolkit If you re new to the inbound market or need a quick refresher, this toolkit will give you the understanding, basic tools and key contacts you need to enter inbound tourism. Making a Splash: How to Generate Publicity Toolkit Check out Tourism Australia s practical guide for working with the media. How can I access these resources? For more information and to access these free resources visit www.tourism.australia.com/industrydevelopment or for enquiries within Australia please contact your Business Development Manager. Image and Film Library Tourism Australia s online image gallery contains iconic still and moving images to help promote Australia. Images are free as long as they are used to promote tourism to Australia and production costs for footage apply. To access the gallery you must be registered, please go to www.images.australia.com.

Campaign logo/tagline rtwork for posters, flyers A and tour shells There s nothing like sailing through a postcard. Ad Template There s nothing like sailing through a postcard. Insert partner logo Insert image Australian holiday packages.. Partner. Partner content content.. Partner content content. Partner Partner content content. Partner content. Partner.. Partner content Partner content $ XXX Full Day Tour eaquistempor Daectur magnimin consequae officto am volorpore, optatquistis ium bla aboria cumet ea cum is il fuga. Nem. Ehendam omni remperf errori intis qui culleni. temporem voluptatur me or phone 1800 Visit partnerna Insert partner logo $ XXX modation 4 Nights Accom por am eaquistem Daectur magnimin cum is il intis qui, volorpore, fugaea omni temporem errori qui etur, omnis si ea cum is il intis voluptatur. Ehendam omni temporem errori culleni remperf voluptatur. 123 456 for more great deals. Insert image Australian holiday packages. Partner content. Partner content. Partner content. Partner content. Partner content. Partner content. Partner content. Partner content. Partner content. XXX $ Full Day Tour Daectur magnimin eaquistempor am volorpore, consequae officto bla aboria cumet optatquistis ium fuga. Nem. Ehendam ea cum is il intis qui culleni remperf errori omni temporem voluptatur. Visit partnername or phone 1800 XXX $ 4 Nights Accommodation Daectur magnimin eaquistempor am volorpore, fugaea cum is il intis qui, etur, omnis si errori omni temporem voluptatur. Ehendam ea cum is il intis qui culleni remperf errori omni temporem voluptatur. 123 456 for more great deals. Insert partner logo Screensaver Digital Postcards Digital Wallpaper Content Widget Stills and Moving Footage Newsletter template Global Marketing Prospectus 9

Marketing Opportunities Public Relations It s easy to become involved in Tourism Australia s public relations activities by supporting the Global News Bureau, International Media Hosting Program and the Broadcast and Advocacy programs. How can I get involved? > > Media Releases: Send us your media releases and digital images on your tourism product for consideration, including material or ideas for distribution via our Global News Bureau. > > hosting Support: Let us know if you wish be involved by hosting media, broadcast crews, influential opinion leaders, our Friends of Australia or supporting our social media and digital advocacy initiatives. We normally ask operators to host free of charge or at specially discounted rates. > > Tracking Publicity: If you re involved in our media hosting program you can track any publicity mentioning your product via our Publicity Website www.publicity.australia.com. Who do I contact? If you are interested in becoming involved, please send your details, or in the case of the Global News Bureau, your releases and images to: internationalmedia@tourism.australia.com. We also encourage you to get in touch with your local State or Territory Tourism Organisation to let them know about your product. As Tourism Australia works closely with them on product selection, you should also notify your State or Territory Tourism Organisation if you re keen to be involved in Tourism Australia s media hosting and broadcast program. Global Public Relations Phone: 02 9360 1111 Email: internationalmedia@tourism.australia.com Corporate website: www.tourism.australia.com/imhp Media website: www.media.australia.com Publicity tracking: www.publicity.australia.com Aussie Specialist Program Aussie Specialists are a dedicated group of retail travel agents actively selling and promoting Australia around the world. Globally, there are over 28,000 registered agents across more than 120 countries.* How can I get involved? Getting involved in the Aussie Specialist Program is a great way to ensure your product and experience makes its way into the hands of travellers worldwide. You can get involved in the program through a number of programs such as: > > Travel Club > > E-newsletters > > Training events; and > > Partner training modules How can I find out more? Visit www.tourism.australia.com/aussiespecialist or contact your Business Development Manager. Trade Events Tourism Australia coordinates and participates in more than 30 international trade shows and events each year to promote Australia as a premier travel destination, and to provide a platform to connect the Australian tourism industry and the international travel trade. How can I get involved? For more information about getting involved in Tourism Australia s trade events, contact: Trade Events Team Sydney Telephone: 02 9360 1111 Email: tradeevents@tourism.australia.com How can I find out more? To view Tourism Australia s online calendar of events, visit www.tradeevents.australia.com and see the 2011/12 market activity calendar for each key market from page 13. * Please note the Aussie Specialist Program does not operate in Australia or New Zealand.

Australia.com Tourism Australia s consumer websites www.australia.com and www.nothinglikeaustralia.com are the primary call to action for Tourism Australia s global consumer marketing campaigns. The sites generate more than 16 million unique users each year and are translated into 17 languages. The sites provide: > > Travellers with an overview of Australia and information on getting to Australia > > Destination content aimed at motivating potential travellers to holiday in Australia > > Links to the State or Territory Tourism Organisations websites and other government websites relevant to planning a trip to Australia > > Tourism product listings from over 26,000 tourism operators via the Australian Tourism Data Warehouse. Getting your product listed on Australia.com Australian industry partners can be visible on www.australia.com by listing your product on the Australian Tourism Data Warehouse (ATDW). If you want your product or business listed on ATDW, simply contact your State or Territory Tourism Organisation. Ask them for guidelines on creating the best product listing for your business. For further information visit www.atdw.com.au Australian Capital Tourism atdw@act.gov.au 02 6205 0666 Tourism New South Wales getconnected@tourism.nsw.gov.au 1300 655 077 Tourism NT atdw.tourismnt@nt.gov.au 08 8999 3841 Tourism Queensland atdw@tq.com.au 1800 629 749 South Australia Tourism Commission OnlineSATC@tourism.sa.com 08 8463 4560 Tourism Tasmania TigerTOUR@discovertasmania.com 03 6230 8229 Tourism Victoria onlinecomments@tourism.vic.gov.au 1300 306 366 Tourism Western Australia network@westernaustralia.com 1300 369 125 Global Marketing Prospectus 11

Research Resources What resources are available? Visit www.tourism.australia.com/markets to access the following reports: > > Quarterly Market Updates: Tourism Australia s Quarterly Market Update reports on the current state of international tourism for Australia, as well as Tourism Australia s major international activities. > > Annual Market Profiles: Produced once a year for 14 key markets, these reports are a one-stop shop 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. Visit www.tourism.australia.com/research for access to the following resources: > > visitor Arrivals Data: Who arrived in Australia? Where were they from? Monthly reports from the Australian Bureau of Statistics. > > International Visitors: > > The International Visitor Survey: This survey is published quarterly by Tourism Research Australia and is the most comprehensive source of information on international visitors to Australia. > > Market Sector Snapshots: Tourism Research Australia s Market Sector Snapshots highlight travel trends for international visitors who stay in particular accommodation or participate in particular activities during their stay. > > Domestic Visitors: Information on domestic consumers, including tourism facts, quarterly indicators, market sectors and activities, accommodation, business events and future trends. > > Tourism Fact Sheets: Fast facts about the Australian tourism industry, the value of tourism and niche markets. > > Tourism Forecasts: The Tourism Forecasting Committee (TFC) publishes forecasts for Australian inbound, domestic and outbound travel twice a year. > > Aviation Profiles: Changes in the aviation sector influence inbound tourism to Australia. These profiles provide information on the aviation industry and developments.

2011/12 Marketing Activity As stated in Managing Director Andrew McEvoy s introduction, the Australian tourism industry has a strong ambition to grow. From a marketing and distribution viewpoint, this requires strong collaboration behind a common Australian message. The following pages are a first ever effort to outline some of the marketing programs and initiatives in key global markets to gain State, Territory and industry support. If you market into these places and want to work more cohesively with the national effort, we encourage you to consider these initiatives in your own marketing mix and speak to your State or Territory Tourism Organisation or directly to Tourism Australia. While we have endeavoured to outline activity ahead of time, it is subject to change. You will also notice that the names of key commercial partners are deliberately left out. This prospectus is an attempt to indicate when Australia will be active in each market in a bid to make a greater noise for Australia and the industry. It should be read in conjunction with State and Territory plans and, of course, your own. Please note TNLA refers to the global campaign, There s nothing like Australia. Tourism Australia s offices Tourism Australia promotes Australia via offices in Auckland, London, Frankfurt, Los Angeles, Toronto, Tokyo, Seoul, Hong Kong, Shanghai, Singapore, Kuala Lumpur, Mumbai and Sydney, plus representative offices in France and Italy. The table below outlines Tourism Australia s international and domestic management team and market responsibility. Sydney (Global) Frances-Anne Keeler - Executive General Manager, Marketing Operations Tim Jones - General Manager, International Markets Penny Lion - Head of Business Events Australia Auckland (New Zealand) Jenny Aitken - General Manager, New Zealand Frankfurt (Germany, France, Italy) Katherine Droga - Regional General Manager, Continental Europe Hong Kong (China, Hong Kong, South Korea) Johnny Nee - Regional General Manager, North Asia London (United Kingdom) Rodney Harrex - Regional General Manager, UK and Northern Europe Los Angeles (United States of America, Canada, Brazil) Daryl Hudson - Regional General Manager, the Americas Singapore (India, Indonesia, Malaysia, Singapore, Vietnam, Middle East) Maggie White - Regional General Manager, South/South East Asia and Gulf Tokyo (Japan) Kaz Hori - Regional General Manager, Japan Sydney (Domestic) Matt McInnes - Manager, Domestic Marketing Global Marketing Prospectus 13

North Asia China Tourism Australia estimates China will be worth between $7.4 billion and $9 billion in overnight expenditure by 2020. China is a critical market and Australia s largest market for visitor spend, with $3.3 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 TNLA Brand Campaign phase 1 Differentiate Australia from major competitors and build consumer knowledge of the destination in key cities and prioritised secondary cities Timing: Sept-Nov Media: Digital, Outdoor, Print TNLA Consumer Promotion Consumer promotion with media/ non-traditional partner to build consumer knowledge in innovative approach Timing: Sept-Oct (TBC) Media: Cinema, Digital, Outdoor (TBC) Airline 1 Leveraging the brand campaign to increase intention with tactical offer and call to action Timing: Aug-Sept Airline 2 Drive sales to Australia via the Southern China gateway Timing: Nov - Dec (TBC) Media: Outdoor, Print, TV (TBC) Airline 4 Leveraging the brand campaign to increase intention with tactical offer and call to action Timing: Oct (TBC) (TBC) Co-op Campaign with Key Agents Partnership with key agents in prioritised cities to promote suitable product with competitive pricing to enhance conversion Timing: Sept-Dec Media: Digital, Direct Mail, e-direct Mail, Print Greater China Travel Mission Provide a platform for Australian suppliers to meet with key buyers from throughout Greater China and matching products for affluent couples by FIT Location: Tianjin, China Timing: 6-9 November TNLA Brand Campaign phase 2 Differentiate Australia from major competitors and build consumer knowledge on the destination Timing: Mar-May Media: Digital, Outdoor, Print Content Development Program Build consumer knowledge through developing TV content for multi-broadcast e.g. TV / online / outdoor Timing: Mar-May (TBC) Media: Digital, Outdoor, TV (TBC) Airline 3 Leverage the brand campaign to increase intention with tactical offer and call to action Timing: Feb (TBC) (TBC) Airline 4 Leveraging the brand campaign to increase intention with tactical offer and call to action Timing: Mar (TBC) (TBC) Airline 2 Drive sales to Australia via the Southern China gateway Timing: Apr - May (TBC) Media: Outdoor, Print, TV (TBC) Airline 5 Consumer promotion with airline to engage customers with Australian experiences and to increase intention Timing: Jun (TBC) Media: Digital (TBC) Co-op Campaign with Key Agents Partnership with key agents in prioritised cities to promote suitable product with competitive pricing to enhance conversion Timing: Mar-Jun Media: Digital, Direct Mail, e-direct Mail, Print Tourism Australia Contact Edward Chen Regional Industry Development Manager, Greater China Phone: +86 21 6887 8128 Email: echen@tourism.australia.com

Hong Kong Tourism Australia estimates Hong Kong will be worth between $1.3 billion and $1.6 billion in overnight expenditure by 2020. Hong Kong is a core market which is ranked eleventh globally for spend, with $808 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 TNLA User Generated Content Campaign Leverage from the high satisfaction rate of previous visitors to Australia and utilise this advocacy to drive further visitation and peer to peer recommendations for Australia Timing: Nov Media: Digital, Outdoor, Print TNLA Consumer Promotion and PR Integrated campaign using Nature and Adventure messaging to position Australia as a natural getaway Timing: Oct-Dec, TV Airline 1 Promote Australia itineraries/products with tactical offers to enhance conversion Timing: Sept-Oct (TBC) Media: Digital, Outdoor, Print TNLA Brand Campaign Use nature and adventure messaging to differentiate Australia and enhance preference among Adults aged 25-39 Timing: Mar-Apr Media: Digital, Outdoor, Print Airline 2 Increase FIT visitation and bookings to Australia using tactical offers Timing: Mar-Apr (TBC) Media: Digital, Outdoor, Print Tourism Australia Contact Carmen Tan Industry Servicing Manager, Hong Kong and Southern China Phone: +852 2531 3833 Email: ctam@tourism.australia.com Global Marketing Prospectus 15

South Korea Tourism Australia estimates South Korea will be worth between $2.8 billion and $3.4 billion in overnight expenditure by 2020. South Korea is a critical market and Australia s sixth largest market for visitor spend, with $1.3 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 TNLA Honeymoon PR Campaign Support partners Honeymoon promotion with IMHP/ PR stories on Honeymoon experiences Timing: Sept TNLA Family PR Campaign Support partners Family promotion with IMHP/ PR stories on Family experiences Timing: Sept TNLA Boomers PR Campaign Support partners Boomer promotion with IMHP/ PR stories targeting them Timing: Nov TNLA Adventure Seeker Brand Campaign Engage Adventure seekers to share Australian experiences and build consumer knowledge Timing: Aug-Dec Media: TVC, Digital, Print, Outdoor TNLA Honeymoon PR Campaign Support partners Honeymoon promotion with IMHP/ PR stories on Honeymoon experiences Timing: Mar TNLA Family PR Campaign Support partners Family promotion with IMHP/ PR stories on Family experiences Timing: Jan TNLA Boomers PR Campaign Support partners Boomer promotion with IMHP/ PR stories targeting them Timing: May TNLA Adventure Seeker Brand Co-op Campaign Promoting FIT itineraries for Adventure seekers and enhance conversion with tactical offers Timing: Sept TNLA Flight Campaign Increase awareness of the ease of travelling to Australian on indirect flights and increase conversion Timing: Sep Media: Digital TNLA Korea Travel Mission 2011 Platform for meetings between Australian suppliers and buyers from Korea to facilitate the development of product for adventure seekers Location: TBC Timing: Oct (TBC) TNLA Adventure Seeker Brand Co-op Campaign Promoting FIT itineraries for Adventure seekers and enhance conversion with tactical offers Timing: Jan and Mar TNLA Flight Campaign Increase awareness of the ease of travelling to Australian on indirect flights and increase conversion Timing: Feb Media: Digital Tourism Australia Contact Claire Choi Country Manager, Korea Phone: +82 2 399 6505 Email: schoi@tourism.australia.com

South/South East Asia and Gulf Countries India Tourism Australia estimates India will be worth between $1.9 billion and $2.3 billion in overnight expenditure by 2020. India is a core market and Australia s 10th largest market for visitor spend, with $826 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 India Travel Mission Reaffirm Australia s commitment to the market and the provision of a platform for; meetings between Australian suppliers and Indian buyers, updates on product development and insights into the market Location: India (City TBC) Timing: 25-28 Aug Namaste Australia Campaign 2011-12 Deliver the message of Australia as a safe and welcoming destination through the eyes of Indian nationals highlighting Australia s unique experiences, iconic landmarks and attractions Timing: TBC, Sep-Apr 2012 (likely in 2 phases) Media: PR driven using Digital, Outdoor, Print, TV Airline 1 Increase awareness of unique Australian experiences / products; spread seasonality into off-peak and encourage early bookings during peak Timing: Oct Media: Print Airline 2 Increase awareness of unique Australian experiences / product; spread seasonality into off-peak and encourage early bookings during peak Timing: Feb-Mar Media: Print Tourism Australia Contact Nishant Kashikar Manager, India Phone: +91 22 6628 0200 Email: nkashikar@tourism.australia.com Global Marketing Prospectus 17

Indonesia Tourism Australia estimates Indonesia will be worth between $1.4 billion and $1.7 billion in overnight expenditure by 2020. Indonesia is a core market and Australia s 13th largest market for visitor spend, with $608 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Agents Increase destination awareness and grow the market working in partnership with agents to reach the key target segment Timing: Sept-Oct (TBC) Airline 1 Increase awareness and drive sales to Australia Timing: Oct-Jan TNLA Brand Campaign Increase destination awareness and grow the market Timing: Jan-Jun (TBC) TNLA Co-op Campaign with Agents Increase destination awareness and grow the market working in partnership with agents to reach the key target segment Timing: Feb-Mar (TBC) Indonesia Sales Mission Provide a platform for; meetings between Australian suppliers and Indonesian buyers, updates on product development and insights into the market Location: Jakarta and Surabaya Timing: TBC Airline 2 Increase awareness and drive sales to Australia Timing: Mar Apr 2012 (TBC) (TBC) Tourism Australia Contact Kelvin Yin Manager, Indonesia and Vietnam Phone: +60 3 2611 1148 Email: kyin@tourism.australia.com

Malaysia Tourism Australia estimates Malaysia will be worth between $2 billion and $2.5 billion in overnight expenditure by 2020. Malaysia is a core market and Australia s eighth largest market for visitor spend, with $1 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 TNLA Brand and Co-op Campaigns Strengthen Australia s brand position, showcase unique Australian experiences and drive dispersal Timing: Aug-Dec Media: Digital, Outdoor, Print, Radio TNLA Brand and Co-op Campaigns Strengthen Australia s brand position, showcase unique Australian experiences and drive dispersal Timing: Feb-Jun, Outdoor, Radio Agents Increase awareness of unique Australian experiences and drive sales to Australia Timing: TBC Airline 1 Increase awareness of unique Australian experiences and drive sales to Australia Timing: TBC Airline 2 Increase awareness of unique Australian experiences and drive sales to Australia Timing: TBC Airline 3 Increase awareness of unique Australian experiences and drive sales to Australia with tactical offers Timing: TBC Tourism Australia Contact Elaine Leong Manager, Malaysia Phone: +60 3 2611 1148 Email: eleong@tourism.australia.com Global Marketing Prospectus 19

Singapore Tourism Australia estimates Singapore will be worth between $2.3 billion and $2.8 billion in overnight expenditure by 2020. Singapore is a core market and Australia s seventh largest market for visitor spend, with $1.2 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Airline 1 Continue showcasing unique Australian experiences and drive sales to Australia Timing: Sept-Oct (TBC) Airline 2 Continue showcasing unique Australian experiences and drive sales to Australia Timing: Feb-Mar TNLA Brand Campaign Continue showcasing unique Australian experiences; highlight new news of the destination Timing: TBC TNLA Brand Campaign Continue showcasing unique Australian experiences; highlight new news of the destination Timing: TBC Agents Continue showcasing unique Australian experiences and drive sales to Australia Timing: Aug May (TBC) Airline 3 Continue showcasing unique Australian experiences and drive sales to Australia Timing: Sept Oct Tourism Australia Contact Brent Anderson Manager, Singapore Phone: +65 6255 4555 Email: banderson@tourism.australia.com

Vietnam Tourism Australia estimates between 70,000 and 90,000 visitor arrivals from Vietnam by 2020. Market Activity Calendar 2011/12 Agents Increase destination awareness and grow the market Timing: Aug-Nov (TBC) Media: Print Airline Increase awareness and drive sales to Australia Timing: Sept-Oct Media: Print Agents Increase destination awareness and grow the market Timing: Feb-Jun (TBC) Media: Print Airline Increase awareness and drive sales to Australia Timing: Mar-Apr Media: Print Tourism Australia Contact Kelvin Yin Manager, Indonesia and Vietnam Phone: +60 3 2611 1148 Email: kyin@tourism.australia.com GULF COUNTRIES Tourism Australia estimates the Gulf Countries will be worth between $2.2 billion and $2.7 billion in overnight expenditure by 2020. The Gulf Countries are a core market for Australia, with $525 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Partnership support for State/Territory Tourism Organisations and Regional Tourism Organisations Grow arrivals and spend through partner activities and gather consumer insights for targeted destination marketing with partners Timing: Nov-Jun Tourism Australia Contact Stephen Cheah Partnership, Distribution and Business Events Manager Phone: +60 3 2611 1148 Email: scheah@tourism.australia.com Global Marketing Prospectus 21

Japan Tourism estimates Japan will be worth between $2.7 billion and $3.3 billion in overnight expenditure by 2020. Japan is a critical market and Australia s fifth largest market for visitor spend, with $1.5 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Due to current circumstances in Japan please note activity may be subject to change or cancellation. TNLA Campaign with Airlines, Agents and Media Partners Drive visitation to Australia by providing competitive travel experiences that meet the Special Interest Tourism needs of consumers Timing: Sept - Jun Media: Broadcast, Digital Global Study Increase arrivals from the youth segment by promoting opportunities to learn English and to develop skills that will enhance their career Timing: Jul-Jun Media: Digital Japan Australia Mission Provide opportunity for Australian product suppliers to meet product planners, retail store staff and group promotion staff Location: Tokyo Timing: 31 Aug - 2 Sept Tourism Australia Contact Tatsuro Iwata Business Development Manager Phone: +81 3 5218 2575 Email: tiwata@tourism.australia.com

Americas United States of America Tourism Australia estimates the USA will be worth between $4.5 billion and $5.5 billion in overnight expenditure by 2020. The USA is a critical market and Australia s fourth largest market for visitor spend, with $2.1 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Airline 1 Brand co-op campaign targeting 10 top source cities in the USA with package offer Timing: Aug - Sept Airline 1 Brand co-op campaign targeting 10 top source cities in the USA with package offer Timing: Oct - Nov TNLA Airline Co-op Campaign with Airlines 2, 3 and 4 Individual airline campaigns designed to target new customers through airline media and frequent flyer channels Timing: Jan - Jun, In-Flight TNLA Syndicated Content Partnerships Media content partnerships designed to syndicate Australian messaging to our customer through a variety of channels, with an emphasis on digital partnerships Timing: Jul-Jun Consortia Partnerships Consumer campaigns with leading USA retail consortia partners designed to reach new customers, and recruit high performing agents to the Aussie Specialist Program Timing: Jul-Jun Corroboree 2011 This event brings over 170 Aussie Specialists from the USA, Canada and Latin America to Australia to meet with Australian suppliers and participate in destination famils Location: Melbourne (workshops) and famils Australia wide Timing: 28 Oct 1 Nov Tourism Australia Contact Luke Jones Partnership Manager, the Americas Phone: +1 310 695 3206 Email: lukej@tourism.australia.com Global Marketing Prospectus 23

Canada Tourism Australia estimates Canada will be worth between $1.7 billion and $2.1 billion in overnight expenditure by 2020. Canada is a core market and Australia s 12th largest market for visitor spend, with $700 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Airline 1 Inspire consumers to travel to Australia and drive urgency through tactical offers with value adds Timing: Sep-Nov TNLA Airlines Co-op with Wholesaler 1 National brand co-op campaign to increase awareness and drive urgency through tactical offers Timing: Jan-Mar Airline 2 National brand co-op campaign to increase awareness and drive urgency through tactical offers Timing: Jan-Mar Airline 3 National brand co-op campaign capitalising on increased Australia services Timing: Jan-Mar TNLA Syndicated Content Partnerships Media content partnerships designed to syndicate Australian messaging to our customer through a variety of channels, with an emphasis on digital partnerships Timing: TBC, Oct-Mar Consortia/Retail Travel Partnerships Consumer campaigns with leading Canada retail consortia partners designed to reach new customers, and recruit high performing agents to the Aussie Specialist Program Timing: Oct-Mar Corroboree 2011 This event brings over 170 Aussie Specialists from the USA, Canada and Latin America to Australia to meet with Australian suppliers and participate in destination famils Location: Melbourne (workshops) and famils Australia wide Timing: 28 Oct 1 Nov Tourism Australia Contact Luke Jones Partnership Manager, the Americas Phone: +1 310 695 3206 Email: lukej@tourism.australia.com

Brazil Tourism Australia estimates between 44,000 and 54,000 visitor arrivals from Brazil by 2020. Market Activity Calendar 2011/12 Airline Inspire consumers to travel to Australia and drive urgency through tactical offers with value adds Timing: Sep-Nov Corroboree 2011 This event brings over 170 Aussie Specialists from the USA, Canada and Latin America to Australia to meet with Australian suppliers and participate in destination famils Location: Melbourne (workshops) and famils Australia wide Timing: 28 Oct 1 Nov Brazil Workshop/Famil Program Provide a platform for high potential wholesale/retail sales staff from Brazil to meet with Australian suppliers and experience Australia first hand via famils Location: Sydney (workshop) and famils Australia wide Timing: Apr-Jun TBC Tourism Australia Contact Luke Jones Partnership Manager, the Americas Phone: +1 310 695 3206 Email: lukej@tourism.australia.com Global Marketing Prospectus 25

New Zealand Tourism Australia estimates New Zealand will be worth between $3.4 billion and $4.2 billion in overnight expenditure by 2020. New Zealand is a critical market and Australia s third largest market for visitor spend, with $2.2 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 TNLA Kiwi Connection Campaign Drive the emotional appeal of an Australian holiday to combat complacency, driving value and dispersal. Campaign has a major focus on media content partnerships and public relations to generate new news about Australia Timing: TBC, Social Media (TBC) Airline 1 Generate immediacy and conversion to and beyond East Coast gateways Timing: Sept - Oct NZ TV Series #1 My Kind of Place Australia Use celebrities to endorse travel and experiences beyond the East Coast gateways Timing: Jun-Aug (10 episodes) Media: Digital, TV Airline 2 Generate immediacy and conversion to and beyond East Coast gateways Timing: Nov Airline 3 Generate immediacy and conversion to and beyond East Coast gateways Timing: Jan Airline 4 Generate immediacy and conversion to and beyond East Coast gateways Timing: Feb-Mar Airline 5 Generate immediacy and conversion to and beyond East Coast gateways Timing: Apr NZ TV Series #2 My Kind of Place Australia Use celebrities to endorse travel and experiences beyond the East Coast gateways Timing: May-Jun (10 episodes) Media: Digital, TV Tourism Australia Contact Amanda Hall Partnership Manager Phone: +64 9 915 2878 Email: ahall@tourism.australia.com

United Kingdom Tourism Australia estimates the United Kingdom will be worth between $5.5 billion and $6.7 billion in overnight expenditure by 2020. The United Kingdom is a critical market and Australia s second largest market for visitor spend, with $3.2 billion spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Airline 1 Inspire UK consumers to travel to Australia and drive urgency through tactical offers Timing: Sept, Radio, TV (TBC) Co-op Campaign with Tour Operators Drive urgency through tactical offers aligned with Airline 1 co-op campaign Timing: Sept Airline 2 Inspire UK consumers to travel to Australia and drive urgency through tactical offers Timing: Oct-Nov, Radio, TV (TBC) Co-op Campaign with Tour Operators Drive urgency through tactical offers aligned with Airline 2 co-op campaign Timing: Oct-Nov Airline 2 Inspire UK consumers to travel to Australia and drive urgency through tactical offers Timing: Jan, Radio, TV (TBC) Airline 3 Inspire UK consumers to travel to Australia and drive urgency through tactical offers Timing: Feb, Radio, TV (TBC) Airline 4 Inspire UK consumers and drive urgency to travel to Australia through tactical offers Timing: May, Radio, TV (TBC) Co-op Campaign with Tour Operators Drive urgency through tactical offers Timing: Apr-May TNLA Aussie Adventure Campaign Re-build the 18 to 30 year old youth travel market to Australia Timing: Aug-Sept Media: Digital World Travel Market (WTM) Global trade show facilitating meetings between Australian products/ito s and distributors worldwide Location: London Timing: 8-11 Nov Airline 1 Inspire UK consumers to travel to Australia and drive urgency through tactical offers Timing: Mar, Radio, TV (TBC) Co-op Campaign with Tour Operators Drive urgency through tactical offers aligned with TNLA Airline coop campaigns during this period Timing: Jan-Mar European New Product Workshop A three day in-market briefing and workshop event exclusively for Australia s new tourism product and product managers from key wholesalers/ tour operators across European markets Location: London Timing: Feb-Mar TNLA Aussie Adventure Campaign Re-build the 18 to 30 year old youth travel market to Australia Timing: Mar-Apr Media: Digital TNLA Digital Partnership Extend TNLA communications in the digital landscape to inspire influential UK consumers to travel to Australia Timing: Sept-Mar Media: Digital Tourism Australia Contact Ben Janeczko Distribution Development Manager UK Phone: +44 207 438 4612 Email: bjaneczko@tourism.australia.com Global Marketing Prospectus 27

Continental Europe Germany Tourism Australia estimates Germany will be worth between $1.9 billion and $2.3 billion in overnight expenditure by 2020. Germany is a core market and Australia s ninth largest market for visitor spend, with $910 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 Airline 1 Drive intention and create a sense of urgency to book through tactical offers Timing: Sept-Nov (TBC) TNLA Co-op Campaigns Increase knowledge and drive urgency to travel with Tour Operator and Travel Agent based initiatives Timing: Oct-Nov TNLA User Generated Content Promotion Leverage from the very high satisfaction rate of previous German visitors to Australia and utilise this advocacy to drive further visitation and peer to peer recommendations for Australia Timing: TBC Media: Digital plus TBC Airline 2 Drive intention and create a sense of urgency to book through tactical offers Timing: TBC Media: Digital, Outdoor (TBC) TNLA Advocacy and Partnerships Advocacy, media and affinity brand partnership extensions Timing: Jan-Jun Airline 3 Drive intention and create a sense of urgency to book through tactical offers Timing: TBC TNLA Co-op Campaigns Increase knowledge and drive urgency to travel with Tour Operator and Travel Agent based initiatives Timing: TBC TNLA Aussie Adventure Campaign and Promotion Drive engagement and peer to peer advocacy for the destination and urgency to book through tactical offers Timing: Mar-Jun (TBC) Media: Digital Internationale Tourismus Borse (ITB) Global trade show facilitating meetings between Australian products/ito s and distributors from Germany and a variety of other European markets Location: Berlin Timing: 7-11 Mar Tourism Australia Contact Sebastian Martens Distribution Manager Germany Phone: +49 69 2740 0688 Email: smartens@tourism.australia.com

France Tourism Australia estimates France will be worth between $1.2 billion $1.4 billion in overnight expenditure by 2020. France is a core market and Australia s 14th largest market for visitor spend, with $561 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 International French Tourism Market (IFTM) Leading French trade show facilitating meetings between Australian products/ito s and distributors from France Location: Paris Timing: 21-24 Sept Airline 1 Increase knowledge and drive urgency to travel to Australia through tactical offers and content Timing: Oct-Nov (TBC) Media: Digital (TBC) Airline 2 Increase knowledge and drive urgency to travel to Australia through tactical offers and content Timing: Feb (TBC) Media: Digital (TBC) Airline 3 Increase knowledge and drive urgency to travel to Australia through tactical offers and content Timing: Apr-May TNLA Co-op Campaigns Increase knowledge and drive urgency to travel to Australia with Tour Operator based initiatives Timing: Oct-Dec Travel Agent Window Display Increase awareness and generate bookings to Australia through Tour Operator tactical offers Timing: Dec Media: 900 Window displays International Luxury Travel Market (ILTM) Luxury trade show facilitating meetings between Australian products/ito s and distributors worldwide Location: Cannes Timing: 6-8 Dec TNLA Aussie Promotion Increase knowledge and noise for Australia as a leisure and Working Holiday destination Timing: Jan-Mar Media: Digital (TBC) TNLA Co-op Campaigns Increase knowledge and drive urgency to travel to Australia with Tour Operator based initiatives Timing: TBC Tourism Australia Contact Jerome Mariot Country Manager France Phone: +33 1 5325 1111 Email: jerome.mariot@interfacetourism.com Global Marketing Prospectus 29

Italy Tourism Australia estimates Italy will be worth between $730 million and $891 million in overnight expenditure by 2020. Italy is a high priority Rest of World market and Australia s 18th largest market for visitor spend, with $361 million spent on trips to Australia in 2010. Market Activity Calendar 2011/12 TNLA for a Romantic Holiday Media Partnership Increase knowledge and awareness of Australia s world class honeymoon experiences and drive conversion via tactical airline offers Timing: Sept-Nov TTG Incontri, Rimini Trade show facilitating meetings between Australian products/ito s and distributors from Italy Location: Rimini Timing: 6-8 Oct TNLA Co-op Campaigns Increase knowledge and drive urgency to travel to Australia with Tour Operator and Travel Agent based initiatives Timing: TBC Tourism Australia Contact Matteo Prato Country Manager Italy Phone: +39 11 2303 556 Email: matteop@adam.it

Global Marketing Prospectus 31

Business Events The Business Events market was worth $7.9 billion dollars in visitor delegate expenditure in 2009 [latest figures available]. In 2010, more than 173,000 international business events visitors came to Australia for conferences or conventions. Business Events Australia, in partnership with Australian Convention and Visitors Bureaux (CVBs) and industry, markets Australia internationally as a destination for corporate meetings, incentives and association conventions. Marketing Activity Calendar 2011/12 North Asia China Incentive, Business Travel and Meetings Exhibition (CIBTM) Trade show facilitating meetings between Australian suppliers and qualified buyers Location: Beijing Timing: 30 Aug 1 Sept Corporate Buyer Seminars In partnership with key travel agencies, CVBs can join Tourism Australia to present new business events destinations, products and services Greater China Agent Educational Seminar CVBs can participate in Tourism Australia s presentations to travel agents from across North Asia, to increase knowledge and awareness of new business events product and services North Asia Regional Event Australian sellers travel to North Asia to meet with corporate agents and buyers in a structured business and gala event Timing: May South/South East Asia Corporate Buyer Seminars CVBs can join Tourism Australia to present to corporate buyers new business events destinations, products and services Location: Jakarta, Kuala Lumpur, Singapore Business Events Agent Training Destination updates and training for business events agents to present new business events destinations, products and services Location: Jakarta, Kuala Lumpur, Singapore South Asia Regional Event Australian sellers travel to South and South East Asia to meet with corporate agents and buyers in a structured business and gala event Timing: May United States The Worldwide Exhibition for Incentive Travel, Meetings & Events (IMEX) Americas Trade show facilitating meetings between Australian suppliers and qualified buyers Location: Las Vegas Timing: 11-13 Oct G day USA Roadshow Australian sellers travel to the United States to meet with meeting and incentive planners in a structured business and gala event Location: Los Angeles and Dallas Timing: Jan The Americas Meetings & Events Exhibition (AIBTM) Trade show facilitating meetings between Australian suppliers and qualified buyers Location: Baltimore Timing: 19-21 Jun

United Kingdom/ Europe UK Conference and Incentive Travel Forum Business Events Workshop targeting UK conference and incentive planners Location: London Timing: 3-5 August European Incentive, Business Travel and Meetings Exhibition (EIBTM) Trade show facilitating meetings between Australian suppliers and qualified buyers Location: Barcelona Timing: 29 Nov-1 Dec Confec Red Business Events Workshop targeting UK conference and incentive planners Timing: Feb The Worldwide Exhibition for Incentive Travel, Meetings and Events (IMEX) Trade show facilitating meetings between Australian suppliers and qualified buyers Location: Frankfurt Timing: 22-24 May European Conference and Incentive Travel Forum Business Events Workshop targeting European conference and incentive planners Location: London Timing: Sept/Oct (TBC) Confec Blue Business Events Workshop targeting European conference and incentive planners Timing: Jun New Zealand Australia The Pacific Area Incentives and Conferences Expo (PAICE) PAICE targets meetings and incentive buyers from New Zealand Location: Auckland Timing: Nov Dreamtime A series of educational visits for international incentive agent buyers from key markets and facilitation of networking opportunities with Australian suppliers Location: Australia Timing: Nov Australia VIP Gala Event To grow the volume and value of this sector by increasing consideration for Australia as a Business Events destination amongst VIP incentive agents Location: Auckland Timing: Mar Educational Visits A series of educational visits for international agents and corporate buyers from key markets will be hosted throughout the year Location: Various, throughout Australia Key Tourism Australia Contacts Business Events Australia www.businessevents.australia.com Penny Lion Head of Business Events Australia Phone: +61 2 9361 1731 Email: plion@tourism.australia.com Thomas Hill Business Events Trade Programs Manager Phone: +61 2 9361 1732 Email: thill@tourism.australia.com Global Marketing Prospectus 33

Domestic Tourism Australia estimates the Domestic market will be worth between $62.9 billion and $76.6 billion by 2020. Domestic tourism is a critical market for Tourism Australia, representing 62% of overnight expenditure. Australia is the largest single market with $42.8 billion spent on overnight trips in 2010. Marketing Activity Calendar 2011/12 Consumer Winter campaign Tactical campaign to illustrate why There s nothing like Australia for your next holiday Timing: Jul - Sep Media: TV (both content and advertising), Cinema, Digital, Print, Radio, Affiliate, e-direct Mail, Social Media, Display Consumer Spring campaign Tactical campaign to illustrate why There s nothing like Australia for your next holiday Timing: Oct - Dec Media: TV (both content and advertising), Cinema, Digital, Print, Radio, Affiliate, e-direct Mail, Social Media, Display Consumer Summer campaign Tactical campaign to illustrate why There s nothing like Australia for your next holiday Timing: Jan - Mar Media: TV (both content and advertising), Cinema, Digital, Print, Radio, Affiliate, e-direct Mail, Social Media, Display Consumer Autumn campaign Tactical campaign to illustrate why There s nothing like Australia for your next holiday Timing: Apr - Jun Media: TV (both content and advertising), Cinema, Digital, Print, Radio, Affiliate, e-direct Mail, Social Media, Display Consumer events and promotions Consumer promotion to engage Australians with travelling domestically Timing: Sept - Oct Media: TV, Digital, Search and Direct Marketing Consumer events and promotions Consumer promotion to engage Australians with travelling domestically Timing: Feb - Mar Media: TV, Digital, Search and Direct Marketing PR program Reasons to holiday in Australia in Winter Target domestic media to ensure they are communicating the benefits of taking a winter break in Australia Timing: Jul - Sept Media: All consumer channels PR program Preparing for Summer holidays Target domestic media to ensure they are communicating the benefits of spending time with friends and family in Australia over the Summer holidays. Timing: Oct - Dec Media: All consumer channels PR program Planning for Easter holidays Target domestic media to ensure they are communicating the benefits of maximising public holidays for Australia Day, Easter, ANZAC day Timing: Jan - Mar Media: All consumer channels PR program Making the most of events Target domestic media to ensure they are communicating the benefits of taking a mid-year break and travelling for events in Autumn Timing: Apr- Jun Media: All consumer channels Employer program - Phase 1 Mid Market Acquisition Target Australian employers to address leave stockpiling within the workplace to open new channels for Domestic holidays Timing: Jul - Sept Media: Employer/HR media channels, affiliates, PR, events, tradeshows, field sales, account management Employer program Phase 2 Large Market Acquisition Target Australian employers to address leave stockpiling within the workplace to open new channels for Domestic holiday Timing: Oct - Dec Media: Employer/HR media channels, affiliates, PR, events, tradeshows, field sales, account management Employer program Phase 3 Enterprise Market Acquisition Target Australian employers to address leave stockpiling within the workplace to open new channels for Domestic holiday Timing: Jan - Mar Media: Employer/HR media channels, affiliates, PR, events, tradeshows, field sales, account management Employer program Phase 4 Government Market Acquisition Employer B2B campaign to address leave stockpiling within the workplace to open new channels for Domestic holiday Timing: Apr- Jun Media: Employer/HR media channels, affiliates, PR, events, tradeshows, field sales, account management How do I get involved and who do I contact? If you have any questions about getting involved in Domestic marketing activity please contact your Business Development Manager or visit: www.tourism.australia.com/industrydevelopment

Industry Resources and Opportunities Checklist Digital Reference Opportunities and Resources for the Tourism Industry www.tourism.australia.com > > Tourism Australia corporate website www.australia.com > > Tourism Australia consumer website www.nothinglikeaustralia.com > > Tourism Australia consumer campaign website www.tourism.australia.com/essentials > > Register for Essentials our free weekly industry newsletter www.tourism.australia.com/industrydevelopment > > Connect with Tourism Australia/Business Development Manager contact details > > Tourism Australia s Global Marketing Prospectus > > Domestic, International and Business Events Marketing Opportunities > > Industry Marketing Tools and Resources www.tourism.australia.com/markets > > Tourism Australia s Quarterly Market Update reports, annual Market Profiles and Market Share reports, and the International Video Portal. www.tourism.australia.com/research > > 2020 Tourism Industry Potential > > Research and Insights visitor insights, forecasts and fact sheets www.images.australia.com > > Tourism Australia s Image and Film Library www.tourism.australia.com/imhp > > Global Public Relations www.media.australia.com > > Tourism Australia s media website www.tradeevents.australia.com > > Tourism Australia s Trade Events website www.businessevents.australia.com > > Tourism Australia s Business Events website www.atdw.com.au > > Australian Tourism Data Warehouse getting your product listed on Australia.com Global Marketing Prospectus 35