GROWING AUSTRALIAS MARKET SHARE: a VISION FOR THE FUTURE JOHN - PowerPoint PPT Presentation

GROWING AUSTRALIA’S MARKET SHARE: a VISION FOR THE FUTURE JOHN O’SULLIVAN I MANAGING DIRECTOR

BETWEEN NOW AND 2030 THERE IS A $100 Billion Opportunity 2020 ONWARDS 2020 TODAY AND POTENTIALLY TO UP TO TO $195 BN $165 BN $127 BN Now $97.1 BN International visitor sPEND BY International visitor SPEND BY 2030 International visitor sPEND 2025 BY 2020 International visitor sPEND JUNE 2016 YE AND POTENTIALLY To up to to 15 M+ Now 12.3 M 9.7 m 7.8 M international visitors International visitors International visitors international visitors by 2030 by 2020 JUNE 2016 YE by 2025

INTERNATIONAL VISITORS TO AUSTRALIA – NOW & 2030 YEAR END JUNE 2016 Source: Australian Bureau of Statistics +4% 1,400,000 +22% 1,200,000 Number of Arrivals 1,000,000 +5% +14% 800,000 600,000 +14% +14% +8% +20% 400,000 +15% +9% +3% 4% 0% +1% +1% 200,000 - NZ CN UK US SG JP MY KR HK IN GE ID CA FR IT ESTIMATED PROJECTIONS TO 2030 MARKETS WILL 4,000,000 3,500,000 REMAIN THE SAME Number of Arrivals 3,000,000 BUT THERE WILL 2,500,000 BE A SHIFT IN 2,000,000 IMPORTANCE 1,500,000 1,000,000 500,000 - NZ CN UK US SG JP MY KR IN HK GE ID CA FR IT

CHANGING DYNAMIC OF AUSTRALIAN INBOUND SHARE OF INTERNATIONAL VISITORS EAST WEST 63% 59% 56% 53% 51% 49% 44% 47% 41% 37% 2009 2012 2016 2020 2030

THE CHANGING CONSUMER DEMOCRATISATION EXPERIENTIAL TRAVEL – LIVE LIKE A LOCAL 90% OF MEDIA WILL BE DIGITAL BY 2020 50% WILL BE PROGRAMMATIC WORD OF MOUTH ADVOCACY TO REMAIN KEY

EXPERIENCES WILL BE THE NEW REEF, ROCK & BRIDGE WHAT’S NEXT? • EXPERIENCE WILL LEAD THE WAY – DESTINATION THE UTILITY • KEY TO DEVELOP NEW product & EXPERIENCES • SCALABLE

INFRASTRUCTURE plays a critical role NEW AIRCRAFT icc SYDNEY QUEENS WHARF DEVELOPMENT PERTH OVAL • harD PRODUCT CRITICAL • SUPPORT And enhance (can detract) experience • Existing Must CONTINUALLY evolve • TRANSPORTATION INFRASTRUCTURE IS CRITICAL

Asian consumer will continue to change 2009 NOW NEXT • MORE ADVENTUROUS • Searching for unique experiences • Sharing stories • Increased dispersal • Digitally connected • Increasingly demanding • New markets

indigenous culture / PEOPLE TO BE a differentiator | INDIGENOUS CULTURE PEOPLE 50,000+ YEARS STRONG FRIENDLY • • Consumers seeking – WELCOMING • • urban/regional experiences unique • unique Australia AUTHENTIC • • AUTHENTIC •

DEMOGRAPHIC TARGETING IS DEAD | Transition FROM PREDOMINANTLY DEMOGRAPHIC TO BEHAVIOURAL AND ATTITUDINAL

CONSUMER STORIES TO DELIVER MESSAGES GOURMET ESCAPE shoalwater Islands Marine Park Video: @AUSTRALIA Video: @teddyandsnow #RestaurantAustralia USER GENERATED CONTENT TO DRIVE • MARKETING COPY Authenticity and trust • Affordability • NO DEPRECIATION!! •

AUSTRALIA TO BECOME THE WEST ISLAND OF NZ R M c caw FISH AND as CHIPS OUR pm NATIONAL DISH D pierce As SHEEP gg ADDED TO THE COAT OF ARMS INDIGENOUS HAKA OUR CULTURE WILL Anzacs Qanztas NATIONAL replace LEAD As national wallabies & DANCE carrier all blacks

MAKING SENSE OF IT ALL MARKETS WILL Target CONTINUE TO CONSUMERS WHO EVOLVE CAN AFFORD OUR & DIsSECT PRODUCT Icons THE WAY WE TO remain THE SAME TALK TO buT THE EXPERIENCES CONSUMERS AROUND THEM WILL EVOLVE WILL CHANGE CONSUMER INDIGENOUS TECHNOLOGY CULTURE TO DRIVE INCREASINGLY CREATIVE PROMINENT

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