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1
Tourism Growth Potential: Targeting Emerging Markets
Andrew McEvoy Tourism Australia Managing Director
Today
• Tourism in Australia has ambition
• Setting goals for growth
• What will get us there?–The markets–The access–The product–The marketing / distribution
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The 2020 Tourism Industry Potential
• Why a goal? Galvanises industry and all levels of government to work together to become more competitive.
• The "Missing Piece"
Identified in the Jackson Report, the "missing piece" of the National Long-Term Tourism Strategy.
• Market opportunity and improvements in performance. Strategies (both demand and supply) need to be developed to achieve the Australian tourism potential.
• Staying Ahead of Our Competitors
World tourism is growing rapidly but the competition has never been greater.
What would it look like?
$115-$140B overnight tourism expenditure
Domestic Vs International$Expenditure
What will get us there?
6
The Access
• Inbound seats +40-50%
• Domestic seats +23-30%
• Airport master plans / forward orders of aircraft
The Access
• Growth of Middle Eastern carriers
• Growth of Chinese carriers
• Low cost growth–e.g. Air Asia X
What will get us there?
The Product
• 40,000 new capital city beds (Access Economics)
• At better yields
• In regional Australia –no new beds / just better–Signature accommodation and
attractions
• New news and appeal
12
The Product
Australian accommodation supply has grown significantly in recent years
Since 1998 the number of rooms has grown by 32% or 55k rooms
Australian Room Supply000’s of rooms in Hotels / Motels / Serviced Apartments
Derived by BDA from ABS 8635.0 (15+ room establishments)
160
170
180
190
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230
240
Dec
97
Jun
98D
ec 9
8Ju
n 99
Dec
99
Jun
00D
ec 0
0Ju
n 01
Dec
01
Jun
02D
ec 0
2Ju
n 03
Dec
03
Jun
04D
ec 0
4Ju
n 05
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05
Jun
06D
ec 0
6Ju
n 07
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07
Jun
08D
ec 0
8Ju
n 09
Dec
09
Jun
10D
ec 1
0
What will get us there?
The marketing / distribution
• There’s Nothing Like Australia–Campaign–High impact demonstration (e.g.
Oprah)
• Digital / Social–The battleground–Australia well placed