Food Destinations in the Digital Age Matteo Prato, Managing Director Tourism Hub Focus on some of the most innovative food and wine tourism strategies and the most advanced experiences in the use of technology and digital tools by the destinations and their supply chains (restaurants, hotels, chefs, producers and guides). We will ask ourselves which direction the technology is taking and which segments can be applied, as well as what its added value is in promotion and more. BTO11 | Right here, right now Firenze, Stazione Leopolda MAIN Hall Day ONE mercoledì 20 marzo 2019 10.40 : 11.30 https://www.buytourismonline.com

1. FOOD DESTINATIONS IN THE DIGITAL AGE

2. GROWING THE GLOBAL APPETITE FOR CULINARY
TOURISM

3. Caption goes here - STATE
OUR VISION
TO MAKE
AUSTRALIA
THE MOST
DESIRABLE AND
MEMORABLE
DESTINATION
ON EARTH
ALIGNED TO
OUR CORE
VALUES:
POSITIVE, GENUINE,
INNOVATIVE,
COMMERCIAL
& UNITED

4. OUR Purpose
TO invite the world
to Experience the
Australian Way
of life

5. OUR
TARGET
AUDIENCE
HIGH VALUE
TRAVELLER
S

6. Definition of a
HIGH VALUE TRAVELLER
(HVT)
Travel Long Haul
Travels long haul (out of region) on a regular basis.
Preference for Australia
Consideration or intention to visit Australia.
Key Drivers for Destination Choice
Food and wine, aquatic and coastal, and nature and wildlife experiences
are key drivers when choosing a holiday destination.
Represent High Value
Above average trip expenditure. Higher likelihood to stay longer. Higher
likelihood to disperse further.

7. Food and wine is a
key factor for
destination selection
and RESTAURANT culture
is well engrained in this
experience
Characteristics of the high value traveller
54%
39%
38%
37%
31%
29%
27%
26%
19%
19%
Safety and security
Value for money
Good food and wine
World class nature
Aquatic and coastal
Rich history and heritage
Friendly local citizens
Family friendly
Clean cities, good infrastucture
World class events or festivals
Series 1
Source: Consumer Demand Project, Tourism Australia

8. 49%
49%
35%
29%
26%
26%
25%
21%
20%
19%
France
Italy
Japan
Spain
Germany
Hong Kong
Thailand
Australia
China
Hawaii
Total2
61%
60%
54%
47%
37%
34%
33%
33%
30%
30%
France
Australia
Italy
Japan
Hong Kong
Germany
Spain
Thailand
USA
New Zealand
Total2
VISITED AUSTRALIANOT VISITED AUSTRALIA
You said [factor] is important to you. Which of these destinations do you associate with [factor]?
Food and wine
The opportunity still exists for

10. People
Welcoming - openness - character -
multicultural
Produce
Fresh - sustainable - diverse -
Safety
Place
Climate - natural beauty - unique
setting - close to nature

11. Tourism Australia’s sponsorship of The World’s 50 Best Restaurants 2017
provided an opportunity to bring the world’s most
influential food and wine people to Australia to inspire, inform and
earn their advocacy of Australia’s food and wine scene.
Food and wine strategy
Phase 1
2013
• Launch Restaurant
Australia
• Industry
Rally Cry
Phase 2
2014
• Promote Restaurant
Australia in key
international markets
• Invite The World
To Dinner
Phase 3
2015/2016
• Noma Australia
Residency
• Announcement of
The World’s 50
Best Restaurants
in Australia
Phase 4
2017
• The World’s 50 Best
Restaurants hosted in
Australia
• (Melbourne, Victoria)

12. How Tourism
Australia turned the
World’s 50 Best
Restaurants Awards
into a marketing
machine

13. Securing The World’s 50 Best Restaurants provided an
opportunity to bring the world’s most influential food
and wine people to Australia to inspire, inform and earn
their advocacy of Australia’s food and wine scene.
THE OPPORTUNITY

14. 47 WORLD’S 50 BEST CHEFS
ATTENDED
250 INFLUENCERS HOSTED
50% INCREASE IN RESTAURANT
BOOKINGS
RESULTS IN NUMBERS
1002 GUESTS ATTENDED THE
85% OF ALL COVERAGE
REFERENCED AUSTRALIA
22 MAIN
EVENTS
29 AUSTRALIAN CHEFS
COOKED AT EVENTS
8 EVENT
PARTNERSHIPS

15. “We had 7 times as many bookings in
the week immediately after the
awards, ten times the usual website
visitation and Weekends are now fully
booked 6 months ahead…
Dan Hunter, Brae
50% spike in restaurant bookings
across Melbourne.
Stevan Premuitco, Dimmi Online Restaurant
Reservations
INDUSTRY IMPACT

16. 55%
50%
29%
29%
27%
25%
25%
24%
22%
21%
France
Italy
Spain
Japan
Germany
Thailand
Australia
USA
Hong Kong
Hawaii
TOTAL - Total2
54%
53%
31%
29%
28%
27%
26%
23%
23%
23%
France
Italy
Japan
Thailand
Hong Kong
Spain
Germany
Mexico
USA
Australia
TOTAL - Total2
56%
53%
33%
29%
27%
26%
25%
25%
24%
23%
France
Italy
Japan
Spain
Thailand
Australia
Hong Kong
USA
Germany
Hawaii
TOTAL - Total2
PRE CAMPAIGN POST CAMPAIGN
Source: Tourism Australia’s Consumer Demand Project

17. 1,800
businesses
sharing experiences
via the campaign
hub
$9.6 million
Estimated media
value generated
food & wine
influencers
YouTube
19.8m
views of
Restaurant Australia
content
Tourism Australia’s
own media channels
delivered more than
7.5m
engagements, including
40.4m
likes on Instagram
alone.
Restaurant Australia – Digital Results
*Achieved in the first 9 months

18. - 1.26B reach
- Much more to come as
broadcast / print
activities roll-out
- 107M reach
- 32K posts
- 2.8M likes
- 77K comments
- 250K shares
- 170M reach
- 19.8M plays in full
- 5%+ industry average
- 24K images with
#restaurantaustralia
- 4M likes
- 43K comments
WE SAW SOME TREMENDOUS EARLY SIGNS ACROSS DIFFERENT
CHANNELS…
*Achieved in the first 9 months

19. 223.0
002019
#restaurantaustrali
a

20. $5.8
BN
2017
+38%respect 2016
Spendingonfoodandwineby
internationalvisitorsinAustralia

22. Visit our corporate site:
www.tourism.australia.com
Follow us on Social Media:
@TourismAus - Twitter
@australia - Instagram
@australia – You Tube
THANK YOU