This document discusses tourism in Victoria and digital trends related to wifi and mobile technologies. Some key points: - Tourism contributes significantly to Victoria's economy, employing over 200,000 people. International visitors to Victoria have grown faster than other Australian states in recent years. - Free public wifi has been implemented in Melbourne, Bendigo, and Ballarat to improve the visitor experience. There is discussion of using proximity technologies and wifi data to better understand visitor behavior and optimize their experiences. - Issues around telecommunications infrastructure in regional areas are raised, as inadequate internet access can negatively impact visitors and businesses.

1. I’m high on Wifi
Paul Baron, Group Manager Online Marketing, Tourism Victoria
July 2015

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4. Tourism in Victoria
• $19.6 billion to Victoria’s economy or 5.8 per cent of the total Victorian economy
• Employs approximately 203,000 people or 7.0 per cent of employment in Victoria
• 5 m interstate visitors and 13 m intra-state visitors 2.1 m international visitors
• In 2014 Victoria experienced a year-on-year increase in domestic overnight visitor
expenditure (+14.1% to $11.5 billion), compared to a 5.7% increase nationally

5. Tourism in Victoria
• Between 2010 to 2014, international overnight visitors to Victoria have grown at
an average annual rate of 7.7%, outperforming the national average (+4.3% p.a.),
and growth for all other states and territories, including:
• New South Wales (+3.1% p.a.)
• and Queensland (+1.5% pa.).

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7. Some Digital Trends 2015-2017
• Will the concentration an exploitation of market power (Priceline/Expedia)
drive opportunity and an increase in digital conversion providers ?
• Social fragmentation? Looked like it a year ago but haven’t seen platforms
like Ello enter the mainstream yet
• Marketers will continue to create, curate, distribute more content
• Cloud based everything, internet of things, wearable technologies,
watches, augmented reality etc – boringly obvious but implications still
emerging
• Increased focus on social engagement and conversation driven by data
• Mobile at destination as information source, Hyperlocal content &
conversion… data data data 9

8. Mobile & data… and wifi of course
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9. Mobile & data… and wifi of course
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• We've added the user's location when they switch on Nearby Mode into
Google Analytics; which opens the way to more geographic analysis and
opportunities.
• e.g. the highlighted person below is looking at driving around the
Grampians

10. Mobile & data… and wifi of course
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• They're sitting here, in the Netherlands…

11. Mobile & data… and wifi of course
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• In this restaurant.

12. A focus on visitors
• The nexus between proximity, wifi and mobile
• Proximity technologies increasingly used in marketing and to better
understand consumer behaviour, customer experience insights
• Companies like Blix, iProximity, Sprockit and Proximity are providing these
services and technologies for retail environments
• Can these technologies be applied to a city or state and what does it mean
for the future?

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15. Free wifi for Melbourne, Bendigo & Ballarat

16. How did we get here?
• First discussed over 10 years ago
• Breakthrough came when it was included as part of the then
Government’s IT strategy
• Tourism seen as the main driver but the project resonated with a new CIO
for government and the desire to position Melbourne as a modern
innovative technology capable city.
• The premier picked it up and Ballarat and Bendigo include in the 5 year
program

17. What’s next
• Ability to see Melbourne like a retail store to better optimise visitor and
resident experience, assist with investment.
• Should the data be made available? Who, how and what sort of
governance?
• Offers greater city engagement through access to mobile websites and
apps and social channels
• Consideration given to beaconising the city – can the combination of wifi
& beacons provide a “hardware” platform that others can write to
• Brand Melbourne as a modern, stylish and sophisticated city

18. Telecommunications problems not solved
• Telstra offering 30 mins free wifi near their pay phones – ultimately likely
to only be available to Telstra customers
• Regional locations struggling with adequate internet/mobile access
• At events in Regional locations like Bright, Grampians etc internet access
grinds to a halt – credit card machines stop working, even the ATMS fail
• Submissions to the federal Regional Telecommunications review
• Importance of telecommunications infrastructure to the tourism industry
and visitor experience

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