1. 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

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

3. 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

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

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

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

10. OUR MARKETING

11. 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

12. 74 ATHLETES SHARING FOOTAGE WITH TENS OF MILLIONS OF ADVENTURE SEEKERS
ATHLETE SUMMIT 2016

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

14. OUR CALL TO ACTION AUSTRALIA.COM & AUSTRALIA.CN

15. 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

16. SIGNIFICANTLY, INDUSTRY ALSO SHARING THEIR CONTENT

17. THANK YOU