Present and Future Holiday Seekers
Nell AndersonGeneral Manager StrategyTourism Australia
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
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)
Tourism Industry Strategic Direction
• Jackson Report – June 2009
• National Long Term Tourism Strategy – December 2009
• 2020 Tourism Industry Potential –November 2010
– Galvanizing the industry
– Improving performance
– Creating a more appealing Australia for the future
2020 Tourism Industry Potential
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 +40-50%, domestic seats +23-30%
• Product:
– 40,000-70,000 new capital city beds
– Regional Australia does not need beds – focus on quality/signature accommodation
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
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 378 +30% 1
Japan 356 +5%^ 8
IVS March ‘11Total visitors 5,440,000 +39%
Total spend $26 million +49%
Holiday 45% of all visitors62 million nights25% in rental house or apartment$6 billion (-5%)
* ranking for spend – IVS March ’11^ (-17% YTD)
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
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%
Rental home/apartment 8% of nights
Domestic
67 million trips +2%
1,340k incremental
NVS March ’11 (March ’11)
Outbound
6.4 million trips +10%
587k incremental
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 re-connecting)
• 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
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
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
Paul MurrayBusiness Development Manager
How to connect with Tourism Australia
Marketing Opportunities
Toolkits
Resources
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:
www.tourism.australia.com
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
Visit Tourism Australia’s Corporate site
Access to the latest info:
• Marketing campaigns
• Marketing opportunities
• Market updates
• Industry news
• Research
• Statistics
• Reportstourism.australia.com
Marketing: 10 Free Campaign Tools
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Marketing: Australia.com
• Tourism Australia’s consumer website
• 18 million unique visits(2009/2010)
• Ensure your listing is up to date at:
www.atdw.com.au
Marketing: Social Media Facebook Twitterwww.facebook.com/seeaustralia www.twitter.com/seeaustralia
Become a friend of Australia Follow us on Twitter
Marketing: Trade EventsTourism 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
www.tradeevents.australia.com
Toolkit: Planning for Inbound SuccessA 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
• Tourism Acronyms Explained
Toolkit: Boosting your bottomlineA 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
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
• Download from:tourism.australia.com/makingasplash
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 PortalWatch regular market updates featuring the latest market knowledge and insights, direct from Tourism Australia’s teams in region.
tourism.australia.com/markets
Resources: Image Library & logo
www.images.australia.com
• 10,000+ FREE Images
• Moving footage available for download
www.tourism.australia.com/logo
• Provide recognition and creditability for your messages
• Visit the above URL for download instructions
Paul Murray
Business Development Manager
WA, SA, Vic, Tas, Sydney Attractions
Joleen Booth Business Development ManagerACT, NT, QLD, NSW (Except Sydney Attractions)E: [email protected]
Resources: Business Development Team