1. 1 Tourism Growth Potential: Targeting Emerging Markets Andrew McEvoy Tourism Australia Managing Director

2. Today Tourism in Australia has ambition Setting goals for growth What will get us there? –The markets –The access –The product –The marketing / distribution 2

3. The 2020 Tourism Industry Potential Why a goal? Galvanises industry and all levels of government to work together to become more competitive. The "Missing Piece" Identified in the Jackson Report, the "missing piece" of the National Long-Term Tourism Strategy. Market opportunity and improvements in performance. Strategies (both demand and supply) need to be developed to achieve the Australian tourism potential. Staying Ahead of Our Competitors World tourism is growing rapidly but the competition has never been greater.

4. What would it look like? $115-$140B overnight tourism expenditure Domestic Vs International $Expenditure

5. Where will the growth come from? TOTAL SPEND: 2009 TO 2020

6. What will get us there? 6 The Access Inbound seats +40-50% Domestic seats +23-30% Airport master plans / forward orders of aircraft

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8. The Access Growth of Middle Eastern carriers Growth of Chinese carriers Low cost growth –e.g. Air Asia X

9. Air Access - Malaysia 9

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11. What will get us there? The Product 40,000 new capital city beds (Access Economics) At better yields In regional Australia –no new beds / just better –Signature accommodation and attractions New news and appeal

12. 12 The Product

13. Signature accommodation 13 Qualia Southern Ocean Lodge Saffire

14. The Product Signature accommodation 14

15. What will get us there? The marketing / distribution There’s Nothing Like Australia –Campaign –High impact demonstration (e.g. Oprah) Digital / Social –The battleground –Australia well placed

16. Our marketing

17. Today Australian tourism has ambition Requires absolute focus Requires positive commitment and action Success will breed success Competitive approach required 17