TOURISM AUSTRALIA’S STRATEGIC DIRECTIONJOHN O’SULLIVAN I MANAGING DIRECTOR

Caption goes here ‐ STATE

OUR VISIONTO MAKE AUSTRALIA

THE MOST DESIRABLE AND MEMORABLE DESTINATION

ON EARTH

ALIGNED TO

OUR CORE VALUES:POSITIVE, GENUINE,

INNOVATIVE, COMMERCIAL

& UNITED

17% increase IN

TOURISM gdp in the past 2 years vs 4.1% for the

whole economy

TOURISM GROWTH IS OUTPACING

the wider economy

OUR VISITOR economy is growing

94% OF AUSTRALIANS

BELIEVER TOURISM IS IMPORTANT FOR THEIR

FUTURE

NOW $103BNOVERNIGHT

INTERNATIONAL & DOMESTIC VISITOR

EXPENDITURE YE June

FROM $70BNOVERNIGHT

INTERNATIONAL & DOMESTIC VISITOR

EXPENDITURE

TO $130BNOVERNIGHT

INTERNATIONAL & DOMESTIC VISITOR EXPENDITURE

UNDERPINNED BY A HIGH YIELD 2020 STRATEGY

2009 2017 2020

NZ CN US UK SG JP MY KR IN HK GE ID CA FR IT

INTERNATIONALVISITORS reach A RECORD

8.5M↑9%

+2%1,355,100 +10%

1,249,200+14%

753,300

+3%726,400

+3%440,100

+13%424,300

+13%403,900 +13%

292,500+13%

277,100+10%

260,700 +8%210,500

+15%277,100

+14%162,700

+4%125,000

+4%76,400N

umbe

r of A

rrivals

% represents growth year on yearSource: Australian Bureau of Statistics

47% OF VISITORS FROM ASIA

INTERNATIONAL VISITORS TO AUSTRALIAYEAR END JUNE 2017

CN US UK NZ JP KR SG IN MY HK GE CA ID FR IT

Spen

d (A$ billion

)

+0%$2.7

‐8%$3.5

+15%$1.75

+0%$1.5

+1%$1.46

+30%$1.43

+11%$1.34

+10%$1.32

+1%$1.2

‐9%$0.76

+2%$0.71

+0%$0.69

‐1%$0.51

EXPENDITURE BY INTERNATIONAL VISITORSYEAR END JUNE 2017

+10%$9.8

+10%$3.8

INTERNATIONAL VISITOR SPEND has grown to a record

$40.6BN↑ 7%

CHANGING DYNAMIC OF AUSTRALIAN TOURISM

20122009 2016 2020*

SHARE OF INTERNATIONAL VISITORSEAST WEST

37%

63%

41%

59%

47%

53%49%

51%

2030*

40%

60%

NOT JUST LEISURE BUT ALSO

BUSINESS EVENTS(16% of visitors)

INTERNATIONALBUSINESS EVENTS

VISITOR SPEND

$3.7BN

SECTOR WORTH ALMOST

$14BNJune 2017 YE

INTERNATIONALBUSINESS EVENTS

VISITORS ↑4% to

0.8MJune 2017 YE

8

20

25

30

35

40

45

50

55

60

65

2012 20152013 2014 2016 2017

SAFETY AND SECURITY

NATURE AND WILDLIFE

FRIENDLY CITIZENS

HISTORY AND HERITAGEAQUATIC AND COASTAL

FOOD AND WINE

12%

15%

16%

23%

25%

27%

30%

31%

36%

40%

53%

57%

EVENTS AND FESTIVALS

INDIGENOUS EXPERIENCES

ROMANTIC

GOOD INFRASTRUCTURE

FAMILY FRIENDLY

AQUATIC AND COASTAL

HISTORY AND HERITAGE

FRIENDLY OPEN CITIZENS

FOOD AND WINE

VALUE FOR MONEY

NATURE AND WILDLIFE

SAFETY AND SECURITY

VALUE FOR MONEY

Key drivers of destination choice

OUR STRATEGY IS FIRMLY FOCUSED ON

TARGETING

HIGH VALUE TRAVELLERS

OUR MARKETING FOCUS

OUR MARKETING FOCUS

$10MCAMPAIGN

TO ATTRACT WORKING HOLIDAY MAKERS

Working holiday makerS

How do we use our anchors

IN THE FIRST MONTH…NEARLY 1,OOO ARTICLESREACHING 221 MILLION

& aCHIEVING$2.6 million in eav

SIGNATURE Experiences

20+ Airline

partners

25Million seats

JUNE 2017

11Million

Additional seatsby 2024

Aviation development

KEY AREAS OF FOCUS INCLUDE:INDIACHINAJAPAN

NORTH AMERICA

KEY AREAS OF FOCUS FOR AUSTRALIA FOR 2018/19

• PLANNING BEYOND 2020

• NORTH AMERICA

• CONTINUE OUR DIGITAL JOURNEY / TRANSFORMATION

• ALTERNATIVE DATA SOURCES

• CAPITALISE ON CHINA

THANK YOU