1. There’s nothing like Australia
Andrew McEvoy, Managing Director, Tourism Australia

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. 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. 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
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. 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. 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. 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. 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. 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. Arrivals To Australia by Age

12. Purpose of visit youth segment (15-29 years old)

13. Average Length of Stay
13

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. 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. French Arrivals

17. Average Expenditure for Youth Visitors

18. Youth Expenditure by length of stay

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. Global Campaign

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. Campaign Video

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. 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. Social Networking & Media
Engagement

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. 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. 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. 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. • 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. Global Youth Activity

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. My Trip In A Minute
Timing: March - April 2010

34. For further information
www.tourism.australia.com/youth

35. Thank You