1 Corroboree Europe ‘09

2 Market Overview Europe

3 Latest Arrival Figures – February 2009 Source: Australian Bureau of Statistics, Overseas Arrivals and Departures Two months to February Year ended 28 FebruaryMonth of February / / /08 '000 % change '000 % change '000 % change Country of residence Europe Austria Belgium Denmark Finland France Germany Greece Ireland Italy Netherlands Norway Russian Federation Spain Sweden Switzerland United Kingdom Other Total ,337.11, Arrival figures for YE February 2009 show total European visitors are up by 1 per cent compared to the same period in 2008 Total European arrival figures for the month of February 2009 were unchanged compared to February 2008 South African arrivals for YE February 2009 were up by 12 per cent compared to the same period in 2008, and were up by 19 per cent for the month of February 2009 compared to February 2008 South Africa

4 Total International Market Data YE December 2008 Nb. Base: Visitors aged 15 years and over (a)real Total Inbound Economic Value (TIEV) is the proportion of total trip expenditure that is expected to reach the Australian economy. Deductions from total trip expenditure include 50% of international airfares, 20% of the value of the non-airfare component of packages and pre-paid items and 33% of the average international airfare component paid by package visitors. (b)Dispersal is defined as proportion of nights spent outside Sydney, Melbourne, Brisbane and Perth (c)Visitor numbers are derived from the IVS so only include visitors aged 15 years and over. * Data for these smaller markets should be used with caution as sample errors are larger than the weighted IVS markets (e.g. NZ, UK) Source: Tourism Research Australia, International Visitors Survey

5 Leisure International Market Data YE December 2008 Source: Tourism Research Australia, International Visitors Survey Nb. Base: Visitors aged 15 years and over ^ Leisure is defined as visitors who came to Australia primarily for holiday and Visiting Friends and Relative purposes (a)real Total Inbound Economic Value (TIEV) is the proportion of total trip expenditure that is expected to reach the Australian economy. Deductions from total trip expenditure include 50% of international airfares, 20% of the value of the non-airfare component of packages and pre-paid items and 33% of the average international airfare component paid by package visitors. (b)Dispersal is defined as proportion of nights spent outside Sydney, Melbourne, Brisbane and Perth (c)Visitor numbers are derived from the IVS so only include visitors aged 15 years and over. (d)Analysis for China in this table is underestimated due to the way Chinese visitors complete the passenger card (visa issues) * Data for these smaller markets should be used with caution as sample errors are larger than the weighted IVS markets (e.g. NZ, UK)

6 Actual Visitor numbers to Australia Vs Forecast Source: Australian Bureau of Statistics In the European markets where forecasts are produced by the Tourism Forecasting Committee, we exceeded or met 2008 forecasts in five markets (France, Germany, Italy, Netherlands, and UK). We were below forecasted arrivals for the Irish and the Swiss markets; the Irish market was below target by 2%, and the Swiss by 1%.

7 Demand Factors – Euro Exchange Rates In the period between 3 October 2008 – 20 March 2009, the average EUR to AUD exchange rate was $ The lowest rate (Oct 3) was $ and the highest rate (Dec 26) was $2.0637, representing a 16 per cent fall in the value of the Australian Dollar against the Euro. Source:

8 Demand Factors – GBP Exchange Rates Source: In the period between 3 October 2008 – 20 March 2009, the average GBP to AUD exchange rate was $ The lowest rate (Jan 6) was $ and the highest rate (Oct 10) was $ , representing a 28 per cent fall in the value of the Australian Dollar against the British Pound.

Working Holiday Maker Visas Source: Department of Immigration and Citizenship In the European markets, the Working Holiday Maker programme has gained in popularity and application grants have increased across all markets. Notably, Ireland (up by 55%) and France (up by 57%) has seen the most significant increases. In the UK, 28,378 WHM visas were granted between July 2008 and February 2009, representing a 21% on the same period of the previous year.

10 Individual Market Overview

11 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Austrian market (IVS) In the year ended December 2008, the average spend per Austrian visitor increased during this period (+22%), as did the average spend per night (+19%). The total inbound economic value (TIEV) of the Austrian market increased (+16%) year on year, despite a decrease in visitor arrivals (-5%) and visitor nights (-2%). The average duration of stay of Austrian vistors increased year on year (+3%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also increased by 10%. Austrian Market: Dec07 Vs Dec08 Austria* % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay36 3% Dispersal (%)56%62%10% * Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been manually weighted using ABS

12 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Dutch market (IVS) In the year ended December 2008, the average spend per Dutch visitor increased during this period (+12%), as did the average spend per night (+27%). The total inbound economic value (TIEV) of the Dutch market increased year on year (+21%), helped by the increase in visitor arrivals (+8%). Dutch visitor nights decreased year on year (-5%) as did the average duration of stay (-12%) Dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) increased by 3%. Dutch Market: Dec07 Vs Dec08 Netherlands % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay % Dispersal (%)52%54%3%

13 Dutch arrivals to Australia by airline in 2008

14 Source: Tourism Research Australia, International Visitor Survey Key indicators for the French market (IVS) In the year ended December 2008, the average spend per French visitor decreased during this period (-3%), however the average spend per night increased (+7%). The total inbound economic value (TIEV) of the French market increased year on year (+15%), helped by the increase in visitor arrivals (+18%) and visitor nights (+7%). The average duration of stay of French vistors decreased year on year (-9%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also decreased by 13%. French Market: Dec07 Vs Dec08 France % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay5146-9% Dispersal (%)46%40%-13%

15 French arrivals to Australia by airline in 2008

16 Source: Tourism Research Australia, International Visitor Survey Key indicators for the German market (IVS) In the year ended December 2008, the average spend per German visitor increased during this period (+9%), as did the average spend per night (+9%). The total inbound economic value (TIEV) of the German market grew by 15%, helped by the increase in visitor arrival numbers (+6%) and visitor nights (+6%). The average duration of stay of German vistors remained constant year on year, while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 8%. German Market: Dec07 Vs Dec08 Germany % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay46 0% Dispersal50%46%-8%

17 German arrivals to Australia by airline in 2008

18 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Irish market (IVS) In the year ended December 2008, the average spend per Irish visitor increased during this period (+13%), however a decrease was noted for the average spend per night (-3%). The total inbound economic value (TIEV) of the Irish market increase year on year (+16%). Irish visitor arrival numbers increased (+3%) as did visitor nights (+20%). The average duration of stay of Irish vistors increased year on year (+17%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also increased by 2%. Irish Market: Dec07 Vs Dec08 Ireland* % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay475517% Dispersal (%)29% 2% * Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been manually weighted using ABS

19 Irish arrivals to Australia by airline in 2008

20 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Italian market (IVS) In the year ended December 2008, the average spend per Italian visitor increased during this period (+18%), as did the average spend per night (+1%). The total inbound economic value (TIEV) of the Italian market increased year on year (+30%), helped by the increase in visitor arrival numbers (+10%) and visitor nights (+29%). The average duration of stay of Italian vistors increased year on year (+17%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 2%. Italian Market: Dec07 Vs Dec08 Italy % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay384517% Dispersal (%)42%41%-2%

21 Italian arrivals to Australia by airline in 2008

22 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Nordic market (IVS) In the year ended December 2008, the average spend per Nordic visitor increased during this period (+14%), as did the average spend per night (+6%). The total inbound economic value (TIEV) of the Nordic market increased year on year (+16%). Nordic visitor arrival numbers increased (+2%) as did visitor nights (+10%). The average duration of stay of Nordic vistors increased year on year (+8%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 1%. Nordic Market: Dec07 Vs Dec08 Nordic countries % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay39438% Dispersal (%)50%49%-1%

23 Nordic arrivals to Australia by airline in 2008

24 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Russian market (IVS) In the year ended December 2008, the average spend per Russian visitor increased during this period (+52%), as did the average spend per night (+22%). The total inbound economic value (TIEV) of the Russian market increased year on year (+67%), helped by the increase in visitor arrivals (+9%) and visitor nights (+33%). The average duration of stay of Russian vistors increased year on year (+22%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also increased by 118%. Russian Market: Dec07 Vs Dec08 Russia** % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay394822% Dispersal (%)20%44%118% ** ** Data for Russian Federation should have been excluded from the above table as annual sample size is below 40 and hence considered unreliable. Data has only been used for comparison purposes

25 Russian arrivals to Australia by airline in 2008

26 Source: Tourism Research Australia, International Visitor Survey Key indicators for the South African market (IVS) In the year ended December 2008, the average spend per South African visitor increased during this period (+3%), as did the average spend per night (+4%). The total inbound economic value (TIEV) of the South African market increased year on year (+11%), helped by the increase in visitor arrivals (+8%) and visitor nights (+7%). The average duration of stay of South African vistors decreased year on year (-1%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) increased by 1%. South African Market: Dec07 Vs Dec08 * Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been manually weighted using ABS South Africa* % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay26 -1% Dispersal (%)37% 1%

27 South African arrivals to Australia by airline in 2008

28 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Spanish market (IVS) In the year ended December 2008, the average spend per Spanish visitor increased during this period (+30%), however the average spend per night decreased (-21%). The total inbound economic value (TIEV) of the Spanish market increased year on year (+68%), helped by the increase in visitor arrivals (+29%) and visitor nights (+113%). The average duration of stay of Spanish vistors increased year on year (+66%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) has decreased by 4%. Spanish Market: Dec07 Vs Dec08 Spain* % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay244066% Dispersal (%)39%37%-4% * Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been manually weighted using ABS

29 Source: Tourism Research Australia, International Visitor Survey Key indicators for the Swiss market (IVS) In the year ended December 2008, the average spend per Swiss visitor decreased during this period (-4%), as did the average spend per night (-4%). The total inbound economic value (TIEV) of the Swiss market decreased (-9%) year on year. Swiss visitor arrival numbers decreased (-5%) as did visitor nights (-6%). The average duration of stay of Swiss vistors remained constant year on year, while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 11%. Swiss Market: Dec07 Vs Dec08 Switzerland % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay43420% Dispersal (%)49%44%-11%

30 Swiss arrivals to Australia by airline in 2008

31 Source: Tourism Research Australia, International Visitor Survey Key indicators for the UK market (IVS) In the year ended December 2008, the average spend per UK visitor increased during this period (+2%), as did the average spend per night (+3%). The total inbound economic value (TIEV) of the UK market remained unchanged year on year. UK visitor arrival numbers decreased (-2%) as did visitor nights (-2%). The average duration of stay of UK vistors remained constant year on year, while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) increased by 6%. UK Market: Dec07 Vs Dec08 UK % Change TIEV (Total Inbound Economic Value)(A$m)(nominal) % Visitors (000s) % Nights (000s) % Av spend per person % Av spend per night % Av duration of stay33 0% Dispersal (%)40%43%6%

32 UK arrivals to Australia by airline in 2008

33 Show & Tell

Turquoise Holidays Luxury Print Co-op 34

Singapore Airlines Co-op Print (UK & Germany) 35

Emirates Regional Outdoor (UK) Birmingham, Manchester, Newcastle, Glasgow 36

Emirates Co-op Print (Italy & UK) 37

Euston Station Digital 6 sheets moving footage (UK) 38

39 Youth / Working Holiday Campaigns UK France Germany Netherlands Italy

Travel Essence & Toerkoop/Travel Trend campaigns (Netherlands) 40

T.I.P – Australia Folder (Austria) 41

TTG Trade Supplement (Russia) 42

43 The Way Forward

44 Tourism Forecasting Committee - Forecasts Year-on-year growth (%) (F)2010 (F) UK Germany France Ireland Italy Netherlands Switzerland Nordic countries Rest of Europe All inbound markets

France – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in France will be on capitalising on the market’s growth potential. The following suite of projects will be implemented in 2009/10: 1.LEISURE MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers. 2. YOUTH - To inspire year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle. 3. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 4. TRADE EVENTS - To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 5. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 45

Germany – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in Germany will be on protecting volume. The following suite of projects will be implemented in 2009/10: 1.LEISURE MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers. 2. YOUTH - To inspire year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle. 3. BAREFOOT LUXURY - To inspire high yielding FTES to come to Australia to experience Australian barefoot luxury by using relevant and engaging content, by increasing Australia’s presence within the luxury travel distribution network, and by positioning Australia as a barefoot luxury destination in relevant trade and consumer communications and activity. 4.GLOBETROTTER - To work with Globetrotter to connect with FTES and inspire them to travel to Australia through a network of new distribution channels. 5. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 6. TRADE EVENTS - To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 7. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 46

Ireland – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in Ireland will be on trade partnerships and activities. The following suite of projects will be implemented in 2009/10: 1. YOUTH - To inspire year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle. 2.MARKETING PARTNERSHIPS - To inspire trade and media partners through transformational messages and move consumers through the purchase cycle by enabling them to access motivating and relevant information. 3. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 4. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 47

Italy – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in Italy will be on protecting leisure volume and maximising the potential of identified growing sub-segments. The following suite of projects will be implemented in 2009/10: 1. YOUTH - To inspire year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle. 2. HONEYMOON - To inspire Italian FTES to choose Australia as their marriage-related and/or honeymoon holiday experience. 3. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 4. TRADE EVENTS - To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 5. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 48

Netherlands – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in the Netherlands will be on protecting leisure volume and maximising the potential of identified growing sub- segments. The following suite of projects will be implemented in 2009/10: 1.LEISURE PARTNERSHIP MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers. 2. BOOMERS - To inspire Dutch FTES Boomers to come to Australia for their extended adventure, touring holiday experience. 3. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 4. TRADE EVENTS- To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 5. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 49

Nordic – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in the Nordic region will be on maintaining our presence in the market and reaching consumers via trade activities. The following suite of projects will be implemented in 2009/10: 1.MARKETING PARTNERSHIPS - To inspire trade and media partners through transformational messages and move consumers through the purchase cycle by enabling them to access motivating and relevant information. 2. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 3. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 50

Russia – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in Russia will be on maintaining our presence in the market and reaching consumers via trade activities. The following suite of projects will be implemented in 2009/10: 1.RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 2. TRADE EVENTS- To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 3. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 51

South Africa – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in South Africa will be on capitalising on the market’s growth potential. The following suite of projects will be implemented in 2009/10: 1.LEISURE MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers. 2. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 3. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 52

Spain – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in Spain will be on maintaining our presence in the market and reaching consumers via trade activities. The following suite of projects will be implemented in 2009/10: 1. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 2. TRADE EVENTS- To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 3. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 53

Switzerland – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in Switzerland will be on trade partnerships and activities. The following suite of projects will be implemented in 2009/10: 1.LEISURE PARTNERSHIP MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers. 2. YOUTH - To inspire year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle. 3. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 4. TRADE EVENTS - To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 5. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 54

UK – Tourism Australia Projects 2009/10 In 2009/10, TA’s focus in the UK will be on protecting volume. The following suite of projects will be implemented in 2009/10: 1.LEISURE MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers. 2. YOUTH - To inspire year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle. 3. BAREFOOT LUXURY - To inspire high yielding FTES to come to Australia to experience Australian barefoot luxury by using relevant and engaging content, by increasing Australia’s presence within the luxury travel distribution network, and by positioning Australia as a barefoot luxury destination in relevant trade and consumer communications and activity. 4. REGIONAL - To inspire UK FTES who reside in the catchment areas of regional UK airports to come to Australia by using relevant regional transformational messages tailored to each area and move them along the consumer purchase cycle. 5. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia. 6. TRADE EVENTS - To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system. 7. COROBORREE - To educate, train, motivate and facilitate awareness of Australian experiences to assist in selling more Australian holidays. Create a forum for 130 Australian sellers to train 300 qualified ASP across UK and Europe. 8. BUSINESS EVENTS - To leverage the business events sector's capacity to deliver high yielding visitors and maintain Australia's position as a unique BE experience and destination 9. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade. 55

56 Have a successful Corroboree and thank you for the support!! Questions? Have a successful Corroboree and thank you for the support!!