Tourism Victoria : Building Local Economies Through Tourism and Events Don Richter Director of Marketing Tourism Victoria 20 July, 2012

2 Tourism Victoria Priorities Regional Visitation Attract international, interstate and intrastate visitors with an emphasis on dispersal to regional Victoria. Emerging Markets Develop international markets that represent the greatest tourism growth prospects such as China, India and other Asian markets

3 Tourism Victoria Priorities Aviation Access Ensure international visitors are encouraged through direct flights and increased aviation capacity. Skills and Service Standards Improve the service standards of industry operators and increase the focus on training and skill development for the industry. Investment Attraction/Product Development Develop and ensure a range of tourism products and infrastructure in Melbourne and surrounding areas are available and export ready.

4 Tourism in Victoria Sources: International and National Visitor Surveys, Tourism Research Australia, December 2011; and Domestic and International Tourism Expenditure in Australia’s regions December 2011, Tourism Research Australia. N.B. Interstate and Interstate expenditure has been rescaled to sum total Domestic Overnight Expenditure (including airfares and long distance transport costs) Tourism Victoria focuses on growing the high yielding international and interstate visitor markets

5 Visitor Source Markets Expenditure & Regional Dispersal Sources: International and National Visitor Surveys, Tourism Research Australia, December 2011; and Tourism Expenditure in Australia’s regions December 2011, Tourism Research Australia.

6 How Tourism Victoria Markets the State PAID MEDIAE.g. Television, cinema, print, radio, internet advertising OWNED MEDIAE.g. visitvictoria.com website, Tourism Victoria Youtube channel, Postcards TV series EARNED MEDIAPrint/broadcast stories generated from journalist familiarisations. Social Media: facebook, twitter

7 Tourism Victoria: Domestic campaigns Play Melbourne Campaign

8 Tourism Victoria: Domestic campaigns Daylesford: Lead a Double Life Campaign

9 Tourism Victoria: Domestic campaigns Villages of Victoria Campaign

10 Offers spa and wellbeing experiences Source: Brand Health Survey, Roy Morgan Research Figures may not add up due to rounding. Which ONE State or Territory...

11 Has a variety of interesting & unique villages Source: Brand Health Survey, Roy Morgan Research Figures may not add up due to rounding. Which ONE State or Territory...

12 Victoria: Domestic tourism performance For the year ending March 2012: Victoria experienced strong year-on-year growth in both domestic overnight expenditure (+7.0% to $10.0 billion) and daytrip expenditure (+17.0% to $4.3 billion). There was strong growth in domestic overnight expenditure in regional Victoria (+ 6.5 % to $4.22 billion) Source: Tourism Research Australia

13 Victoria: Domestic tourism performance For the year ending March 2012: Domestic overnight visitors to Victoria increased (+7.2 % to reach 16.9 million). Tourism in regional Victoria experienced growth in overnight visitors (+9.2% year-on-year), nights (+9.3% year-on-year) and daytrips (+13.9% year-on-year). Source: Tourism Research Australia

14 Domestic travel trends in Victoria Source: National Visitors Survey, Tourism Research Australia, YE September 2011 Jetstar Ansett collapse Tiger Virgin Blue Source: National Visitors Survey, Tourism Research Australia, YE December 2011

15 OVERNIGHT VISITORS (000s) +29%+6%-1%+3%+17%-3%+5%+6%-2%+16%+37%+1%-7%+3%+14% Source: International Visitor Survey, Tourism Research Australia December 2011; Visitor Expenditure December Population 15 years or older. Note figures in red fall below reliable thresholds * Gulf figures are estimates based on Overseas Arrivals and Departures data, aged 15+. Australian Bureau of Statistics, December 2011 Top 15 Visitor Markets Origin market – YE December 2011(% change year-on-year)

16 Tourism Victoria: International Strategies Global advertising, trade and PR activity Cooperative airline marketing – direct flights to Melbourne China Tourism Strategy China Tourism Campaign

17 Target International Markets & Office Locations OFFICE LOCATION(S) STRONG GROWTH MARKETS CORE MARKETSREST OF THE WORLD Shanghai and GuangzhouChina (PR companies) Hong Kong Taiwan SingaporeIndonesia India (PR companies) Singapore, Malaysia, (PR company – Malaysia) Thailand AucklandNew Zealand PR company London and Frankfurt UK (PR company) Germany, Benelux, Nordic, Ireland, France, Italy, Switzerland (PR companies – Germany, France, UK, Italy) Los AngelesUSA (PR company) Canada MelbourneJapan (Rep office) Korea (Rep Office) Gulf Countries

18 Tourism Victoria: International performance For the year ending March 2012: Growth in visitor numbers to Victoria occurred despite continued economic uncertainty, particularly in the Euro zone. International visitor expenditure in Victoria grew by 6.3% to $4.3 billion, outperforming the national average (+3.7%) and key competitors Queensland (+2.8%) and New South Wales (+2.7%) International visitor expenditure in regional Victoria experienced strong year-on-year growth (+19.9% to $355 million) Source: Tourism Research Australia

19 Regional Dispersal - Internationals

20 Victorian Events The Victorian Government continues to support Victoria's events calendar through the work of the Victorian Major Events Corporation and Tourism Victoria to: – enhance annual events such as the Australian Open, the Melbourne International Comedy Festival and the Fun 4 Kids Festival – acquisition of one-off events such as Tutankhamen and the Grace Kelly Exhibition

21 Regional Tourism Boards Regional Tourism Boards set overarching strategic direction and vision for the region. Key functions include: Industry development Product development Marketing Skills training Mentoring Investment priorities

22 Tourism Victoria. Regional Tourism Board Overarching Strategic Direction Regional Marketing, Product Development, Industry Development, Planning & Research, Investment Priorities, Professional Development, Regional Tourism Associations. Destination Mkt, Industry Development, Product Development Local Tourist Associations Visitor Servicing, Industry Networking Local Government Investment Attraction, Events, Tourism Funding, Policy Advocacy Tourism Industry & Visitor Information Centres

23 Why a Regional Tourism Board? Clear leadership Strong advocacy Better coordination Improved communication Professional leadership Central point of contact to liaise with Government Regional ownership Strengthen Regional Tourism Leadership

THANK YOU