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  • Working with Tourism Australia | 1

    Working with Tourism Australia

  • ContentsWelcome.......................................................................................3

    Our.strategy.................................................................................4

    Tourism.2020...............................................................................4

    Target.markets.............................................................................5

    Research.and.insights.................................................................6

    Marketing.resources...................................................................8

    Promoting.your.product.............................................................8

    Social.media.............................................................................. 10

    Aussie.Specialist.Program....................................................... 12

    Business.Events.Australia....................................................... 14

    Industry.events.and.webinars................................................ 15

    Industry.development.and.advice......................................... 16

    Connect.and.keep.in.touch..................................................... 19

    Working.with.Tourism.Australia.checklist........................... 20

  • Working with Tourism Australia | 3

    WelcomeTogether we can show the world why Theres Nothing like Australia.

    Which is why we work hard at creating opportunities for you to promote your business to the world.

    Throughout this guide youll be introduced to a range of resources that can help your business.

    Whether youre just starting to get ready for inbound tourism and trying to understand key inbound markets; or if youre more established and want to make your marketing impactful and start sharing your product with the world.

    Were here to help you succeed and we look forward to working with you.

    Yours sincerely

    John OSullivan

    Managing Director

    Tourism Australia

  • 4 | Working with Tourism Australia

    Our Strategy Tourism Australia is the Australian Government agency responsible

    for attracting international visitors to Australia for both leisure and business events.

    Our activities include advertising and consumer promotions, public relations and media programs, trade shows and industry programs, online communications and consumer research.

    Find.out.more.at.www.tourism.australia.com/aboutus.

    Tourism 2020 Under Tourism 2020, Australias national strategy to enhance

    growth and competitiveness in tourism, the industry aims to increase annual overnight visitor expenditure to more than $115 billion by 2020.

    Tourism Australia works with the tourism industry and governments across Australia to achieve the Tourism 2020 goals.

    All state and territory tourism organisations have adopted the Tourism 2020 goals as a base for their own strategies.

    Find.out.more.at.www.tourism.australia.com/2020

    Figure 2: Progress against the Tourism 2020 goal and Tourism Australias 2016/17 spend goal

    nationallong termtourism

    strategytourism

    2020setting thefoundation

    lookingbeyond 2020

    seeing theresultsO

    vern

    igh

    t vi

    sito

    r ex

    pen

    dit

    ure

    ($ b

    illio

    ns)

    71.870.0 74.577.2

    80.485.5

    94.597.1

    1 03.2

    2009 2010

    (as at 30 June 2017)

    2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

    $115 bn

    $140 bn

    TOURISM 2020 - PROGRESS TO DATE

    http://www.tourism.australia.com/aboutushttp://www.tourism.australia.com/2020

  • Working with Tourism Australia | 5

    UNITED KINGDOM GERMANY

    GREATER CHINA

    NEW ZEALAND

    NORTH AMERICA

    FRANCE ITALY

    EUROPE

    JAPAN

    INDIA

    SINGAPORE

    MALAYSIA

    SOUTH KOREA

    INDONESIA

    USACANADA

    CHINA HONG KONG

    Worth over 5b by 2020 Worth over Rest of WorldWorth over 2.5b by 2020

    MARKET VALUE BY 2020

    BUSINESS EVENTS FOCUS

    1b by 2020

    Incentive Association

    BRAZIL

    target marketsTourism Australia focuses the majority of its resources on the markets which represent the greatest potential.

  • 6 | Working with Tourism Australia

    Research and InsightsMarket Profiles

    Tourism Australia publishes profiles on each of the international markets we target providing information on the latest market performance.

    Business Events Australia also publishes Business Events Market Profiles which will give you information on the latests trends from key markets.

    These market profiles are a good resource if looking to target new markets or if you are preparing for a trade event/mission.

    Find.out.more.here.www.tourism.australia.com/marketprofiles

    International Market Updates The International Market update is published biannually providing

    an update on the performance of our target markets.

    These also highlight any changes to the distribution and aviation space, and highlight activity taken place within the previous quarter.

    They also provide a forecast of activity scheduled to take place in the following quarter.

    These updates are found within the Markets section of the corporate website.

    Find.out.more.here.www.tourism.australia.com/marketupdates

    Consumer Profiles The Consumer Profiles provide an easy to digest snapshot into the

    findings of the Consumer Demand Project research that is completed within our target markets each year.

    These reports focus on key motivators for travel from each market and how Australia sits within our competitive destination set.

    These updates are found within the Research section of the corporate website.

    Find.out.more.here.www.tourism.australia.com/consumerprofiles

    International Market UpdateTourism Australias International Market Update provides analysis and insights for industry on the current state of Australias international tourism. The report contains Australian Bureau of Statistics data and the latest International Visitor Survey data up to 30 June 2017, in addition to various other secondary sources which are referenced throughout.

    September 2017

    3 Tourism Australias International Market Update | September 2017

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    8,900,000

    8,400,000

    7,900,000

    7,400,000

    6,900,000

    6,400,000

    5,900,000

    5,400,000

    20.0%

    15.0%

    10.0%

    0.0%

    -5.0%

    -10.0%

    -15.0%

    -20.0%

    5.0%

    World Youth Day (WYD)July 2008

    RWC 2011 in NZslowed outboundKiwi travel in Sep & Oct

    British Lions tour ofAustralia Jun-Jul 2013

    Global financial marketscrash confirmingGFC (Oct 08)

    Volcanic eruption inIceland impacted airtransport from 14th April into May 2010

    Grounding of flights due toChilean ash cloud June 2011

    Flooding and Cyclone Yasiin Queensland in February 2011

    Reversed impact from WYD July 2008

    Monthly % change year-on-year (RHS)

    Annual tourist arrivals (LHS)

    Source: TA & ABS, 3401.0 Overseas Arrivals and Departures, Australia, up to September 2016

    Chinese New Year occurredin Jan 17 vs Feb 16

    Ashes SeriesDec 2013

    8 million annual arrivalsreached in the YE Sep 16

    TOURIST ARRIVALS TO AUSTRALIA (ROLLING ANNUAL) AND MONTHLY PERCENTAGE CHANGE ON PREVIOUS YEAR

    International Market UpdateTourism Australias International Market Update provides analysis and insights for industry on the current state of Australias international tourism. The report contains Australian Bureau of Statistics data and the latest International Visitor Survey data up to 30 June 2017, in addition to various other secondary sources which are referenced throughout.

    September 2017

    1 Tourism Australias International Market Update | September 2017

    ROBUST GROWTH FROM INTERNATIONAL MARKETS CONTINUES INTO 2017

    >> The>Australian>Bureau>of>Statistics>(ABS)>showed>that>there>were>8.5>million>short>term>arrivals>into>Australian>in>the>12>months>ending>June>2017,>an>increase>of>8.9>per>cent>compared>to>the>previous>year.

    >> The>latest>International>Visitors>Survey>(IVS)>results>show>that>international>expenditure>for>the>12>months>ending>June>2017>grew>6.5>percent,>reaching>$40.6>billion.

    Good growth momentum in international arrivals and spend for most markets

    >> Internatio