Positioning Sri Lanka Tourism Lessons from Australia’s Experience Andrew Fairley AM Deputy Chair, Tourism Australia Chair, Parks Victoria Sri Lanka Economic Summit 2-3 August 2016

Tourism Australia Markets Australia to the world Statutory Authority AUD$150m annual budget allocation Innovative marketing campaigns delivering over 7 million visitors annually

Today’s Discussions Vision for Australian Tourism Researching and marketing specific market segments Competitive advantages Collaboration with private sector Leadership in digital and social media

TOURISM AUSTRALIA VISION For Australia to be the most desirable and memorable destination on earth

Drivers of Destination Choice INCLUDES BEACHES, WILDLIFE, REEF, WILDERNESS, FOOD & WINE

OUR AQUATIC & COASTAL CAMPAIGN OBJECTIVES: IMPROVE AUSTRALIA’S CURRENT ASSOCIATION WITH AQUATIC & COASTAL EXPERIENCES TO HELP DRIVE A BOOST IN TOTAL LEISURE SPEND GROWTH

OUR MARKETING

AND A STRONG DISTRIBUTION NETWORK IS VITAL NEW PLATFORM LAUNCHED TO 32,000 AUSSIE SPECIALIST TRAVEL AGENTS 23 STAFF WORLDWIDE PLUS A 20% INCREASE IN QUALIFIED AGENTS

74 ATHLETES SHARING FOOTAGE WITH TENS OF MILLIONS OF ADVENTURE SEEKERS ATHLETE SUMMIT 2016

AVIATION PARTNERSHIPS $7.2m JOINTLY INVESTED $10M JOINTLY INVESTED

OUR CALL TO ACTION AUSTRALIA.COM & AUSTRALIA.CN

Social Media Coverage Tourism Australia: 6.9 million Facebook fans 2.2 million Instagram followers Collaboration with private sector Website – 25 million unique visitors annually Tourism Australia: 6.9 million Facebook fans 2.2 million Instagram followers 330,000 Twitter followers Website – 25 million unique visitors annually

SIGNIFICANTLY, INDUSTRY ALSO SHARING THEIR CONTENT

THANK YOU