Andrew McEvoy

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Andrew McEvoy

  1. 1. There’s nothing like Australia Andrew McEvoy, Managing Director, Tourism Australia
  2. 2. Today • Tourism Australia – who we are, what we do • Tourism performance – including the youth market • The Global Campaign • Youth specific activities around the world
  3. 3. Tourism Australia Tourism Australia’s role • Responsible for the international and domestic marketing of Australia as a destination for leisure and business travel. • Tourism Australia‟s budget for 2010/11 is $122.9 million • Tourism Australia employs 203 people in 13 countries. Our statutory goal • Tourism Australia is governed by the Tourism Australia Act 2004 and the Commonwealth Authorities and Companies Act 1997. Its goals are to: • Foster a sustainable tourism industry in Australia; and • Increase the economic benefits to Australians from tourism. What the industry is worth • $90 billion in 2009 – inbound $25 billion, domestic $65 billion • 442 million visitor nights – inbound186 million, domestic 256 million • Employs 486,000 Australians directly and as many indirectly.
  4. 4. Tourism Australia Markets 2010/11 4 Los Angeles London Milan* Paris* Frankfurt Paris* TA Office *TA contracted representative offices Auckland Toronto Sydney Singapore Malaysia Mumbai Shanghai Seoul Tokyo ARGENTINA CANADA USA BRAZIL IRELAND UK GERMANY SWITZERLAND FRANCE ITALY NETHERLANDS NEW ZEALAND CHINA SOUTH KOREA JAPAN TAIWANINDIA VIETNAM MALAYSIA INDONESIA SINGAPORE HONG KONG AUSTRALIA Hong Kong
  5. 5. 5 Market Prioritisation MAXIMISE ARRIVALS (large markets) MAXIMISE GROWTH POTENTIAL (small – medium markets) MAXIMISE DISPERSAL & TIEV DEVELOP FOR FUTURE GROWTH Maintain or grow Australia’s competitive position Maximise industry partnerships Stimulate and improve Australia’s competitive position Focus on TIEV and dispersal to maximise the opportunities Focus on markets providing the best opportunity for longer term growth in arrivals Increased Investment China USA France Malaysia Singapore Taiwan India Indonesia Italy Netherlands Switzerland Brazil Argentina Vietnam Rest of World Maintained Investment UK Korea Germany Ireland Decreased Investment NZ Japan Canada Hong Kong
  6. 6. The Segments We Target • The Youth Segment People aged between 18 and 30 years, commonly referred to as Generation Y. • The Family Segment When planning their holiday, this price conscious segment, look for destinations offering accessibility, safety and value. • The Holidaymaker Segment Holidaymakers are driven by a desire to experience diversity and different cultures. • The Honeymoon Segment This segment is found in some of the Eastern markets and also France and Italy. 6
  7. 7. Australian Experiences – Our Core Strengths Australian Major Cities – uncover the unexpected! Aussie Coastal Lifestyle - Discover the coast with the most Australian Journeys – Free to roam Food &Lifestyle – Indulge in our fresh, world class food and wine! Nature in Australia – it’s about the blue, red and green! Outback Australia – Explore our accessible Outback Aboriginal Australia – Connect with Aboriginal Australia
  8. 8. Marketing Activities • Global campaign • Cooperative marketing with partners • Consumer promotions and event • Public relations and media hosting programs • Online activities – Facebook, Twitter • Trade Development – Aussie Specialists and Aussie Enthusiasts • Trade Events
  9. 9. Top 10 International Markets (Arrivals ’000) Yr end 31 August 2010 % change 1. New Zealand (1133.4) 2 2. United Kingdom (647.3) -2 3. USA (482.7) 7 4. China (424.3) 19 5. Japan (394.5) 7 6. Singapore (296.4) 7 7. Malaysia (218.5) 10 8. Korea (198.5) 8 9. Germany (162.5) 4 10. Hong Kong (160.1) 5 •Source: Australian Bureau of Statistics, Overseas Arrivals and Departures.
  10. 10. Top 10 Markets: Economic Value Year ended 31 December 2009 1. United Kingdom ($3.3 billion) 2. China ($2.8 billion) 3. New Zealand ($2.1 billion) 4. USA ($2 billion) 5. Japan ($1.2 billion) 6. Korea ($1.1 billion) 7. Singapore ($1 billion) 8. Malaysia ($0.95 billion) 9. Germany ($0.89 billion) 10. India ($0.8 billion) *Total Inbound Economic Value Source: Tourism Research Australia. •
  11. 11. Arrivals To Australia by Age
  12. 12. Purpose of visit youth segment (15-29 years old)
  13. 13. Average Length of Stay 13
  14. 14. Youth (15-29yrs) arrivals 2009 vs 2008 Country 2008 2009 Growth 1. New Zealand 205,019 208,607 2% 2. UK 157,223 159,741 2% 3. Japan 175,493 130,779 -25% 4. USA 104,492 113,175 8% 5. China 95,237 112,640 18% 6. South Korea 80,933 74,037 -9% 7. Singapore 58,820 65,763 12% 8. Germany 60,695 63,596 5% 9. Malaysia 46,212 59,002 28% 10. India 39,433 44,496 13% Source: Australian Bureau of Statistics
  15. 15. Youth (15-29yrs) arrivals by country of origin (total) 1. New Zealand 208,607 14% 2. UK 159,741 11% 3. Japan 130,779 9% 4. USA 113,175 7% 5. China 112,640 7% 6. South Korea 74,037 5% 7. Singapore 65,763 4% 8. Germany 63,596 4% 9. Malaysia 59,002 4% 10. India 44,496 3% Source: Australian Bureau of Statistics
  16. 16. French Arrivals
  17. 17. Average Expenditure for Youth Visitors
  18. 18. Youth Expenditure by length of stay
  19. 19. Youth Arrivals 2010 • Decline youth arrivals from key Western markets – down 5% from January to August 2010. • The USA and the UK has seen the largest declines for the YTD: - UK -11% - US -12% - Canada -6% - Latin -4% - Netherlands -6% - NZ -2% - Ireland -21% - Spain -2% • However Central Europe still fine: - Germany flat - France up 4% - Italy up 6% - Switzerland up 2% - Nordic up 5%
  20. 20. Global Campaign
  21. 21. Born from two key insights: • The world travels to experience difference. And Australia is different (compellingly so). • Australians know our country and want to help us sell it to the world. Global Campaign
  22. 22. Campaign Video
  23. 23. What the industry is saying... Andreas Neumann Explorer Fernreisen GmbH & Co, Germany Kirk Demeter Down Under Tours, USA Celia Pronto STA Travel, UK Lindy Christian Stellar Travel Services - NZ
  24. 24. North America - Youth • Major brand campaign targeting youth in USA and Canada. • Promotes compelling reasons to travel to Australia by leveraging off of the working holiday maker visa and the unique experiences and events that Australia has to offer. • 100 per cent digital media, runs October 2010. • PR/social media. 24 Youth Digital banners Work and Play Eblast
  25. 25. Social Networking & Media Engagement
  26. 26. Social Networking Facebook • SeeAustralia page – 900,000+ fans • WHV pages • UK & Ireland – 29,519 fans • Germany – 4,636 fans • France – 10,835fans • Italy – 6,760 fans • USA – 10,000+ fans TOTAL = 55,264 WHV fans Twitter • SeeAustralia on Twitter – 7,900+ followers www.facebook.com/SeeAustralia http://twitter.com/seeAustralia
  27. 27. Visiting Opinion Leader Program Snapshot of some Opinion Leader visits to date Scott Schuman, aka The Sartorialist (New York) – May 2009 (and now Nov ‘09 and May ‘10 of his own accord) • Rated 20th most powerful blog in the world (The Observer) • 3 million unique visitors per month Garance Doré (Paris) – May 2009, May 2010 • Generates almost 13 million hits on site annually • Touted by other opinion leaders including Justin Timberlake Yibo FAN or ‘The Colourful Map’ (China) – June 2009 •One of China’s top travel and youth bloggers •Nominated as ‘Power Blog 2007, 2008 & 2009’ by Sina.com Lesmads.de (Germany) – May 2009 •Lifestyle, fashion, design and photography •Generates more than 3 million hits on site annually Niall Byrne (Ireland) – June 2009 •Music blog ranked number 7 on Technorati’s top 100 Irish blogs Chubby Hubby (Singapore) – October 2009 •Influential husband and wife food bloggers from Singapore
  28. 28. Scotty Iseri, aka ‘Scotty got an office job’ (USA) – Nov ‘09 •Growing online comedic cult figure based in NY •Small support from TA to enhance his visit to Australia in return for dedicated webisodes Valeria di Napoli,‘Pulsatilla’ blog (Italy) – Feb ‘10 •Youth and culture blog out of Italy Refinery 29 (USA) – Mar ‘10 •Fashion and culture influencers •Small support from TA to enhance visit to Australia in return for dedicated webisodes Sojin Lee – Fashionair.com (UK) – Mar ‘10 •Fast-growing style blog out of the UK •TA worked in conjunction with the L’Oreal Melbourne Fashion Festival on the visit Gary Vaynerchuk (USA) – Apr ‘10 •Social media guru out of the USA with phenomenal influence in the social media space • Worked in conjunction with Wine Australia on the visit Visiting Opinion Leader Program Snapshot of some Opinion Leader visits to date
  29. 29. Some highlights from Journalist visits in 2010 • Irish TV station RTE visited Darwin promoting WHV messaging, with the episode going to air in January 2010 receiving over 600,000 viewers • French surf, skate, and snowboard magazine “BeachBrother” visited NSW, QLD and WA • FLAVOR magazine targets 18-25 year old French females, and the journalists visited VIC and QLD • Student journalists from the UK and Ireland visited WA and QLD in conjunction with YHA and student press from the US visited Vic and QLD in March Journalist Visits
  30. 30. • Receives 7,000-8,000 unique visits per month • Fact Sheets: • Backpacker Essentials • Working Holiday Visa • Feature Stories (Copyright free): • Summer Festivals • The Great Australian Road trip • Choose Your Own Adventure Tourism Australia’s media website
  31. 31. Global Youth Activity
  32. 32. Global Activity Australia.com – receives over 15 million unique visits a year • Youth inspired content on Australia.com - „Australia for the Youth(ful) traveller‟ • Went live – 8 April in 13 languages • Content specifically focused on youth travel plans: WHV, work, study, volunteer and backpacking • Adventure on the waterways and land • Festivals – music, film, cities • Australia‟s wineries • Uniquely Australian events . Timing: April 2010
  33. 33. My Trip In A Minute Timing: March - April 2010
  34. 34. For further information www.tourism.australia.com/youth
  35. 35. Thank You

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