GROWING AUSTRALIAS MARKET SHARE: a VISION FOR THE FUTURE JOHN - - PowerPoint PPT Presentation

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Mar 14, 2023 177 likes •338 views

GROWING AUSTRALIAS MARKET SHARE: a VISION FOR THE FUTURE JOHN OSULLIVAN I MANAGING DIRECTOR BETWEEN NOW AND 2030 THERE IS A $100 Billion Opportunity 2020 ONWARDS 2020 TODAY AND POTENTIALLY TO UP TO TO $195 BN $165 BN $127 BN Now

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GROWING AUSTRALIA’S MARKET SHARE: a VISION FOR THE FUTURE

JOHN O’SULLIVAN I MANAGING DIRECTOR

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Now

$97.1 BN

International visitor sPEND JUNE 2016 YE

Now

7.8 M

International visitors JUNE 2016 YE

9.7 m

International visitors by 2020

$127 BN

International visitor sPEND BY 2020

TO UP TO

$165 BN

International visitor SPEND BY 2025

AND POTENTIALLY

$195 BN

International visitor sPEND BY 2030

To up to

12.3 M

international visitors by 2025

AND POTENTIALLY

15 M+

international visitors by 2030

BETWEEN NOW AND 2030 THERE IS A $100 Billion Opportunity

TODAY 2020 2020 ONWARDS

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200,000

400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 NZ CN UK US SG JP MY KR HK IN GE ID CA FR IT Number of Arrivals

INTERNATIONAL VISITORS TO AUSTRALIA – NOW & 2030

YEAR END JUNE 2016

Source: Australian Bureau of Statistics

+4% +22% +5% +14% +14% +14% +8% +15% +20% +9% 0% 4% +1% +3% +1%

500,000

1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 NZ CN UK US SG JP MY KR IN HK GE ID CA FR IT Number of Arrivals

ESTIMATED PROJECTIONS TO 2030

MARKETS WILL REMAIN THE SAME BUT THERE WILL BE A SHIFT IN IMPORTANCE

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CHANGING DYNAMIC OF AUSTRALIAN INBOUND

2012 2009 2016 2020 SHARE OF INTERNATIONAL VISITORS EAST WEST 37% 63% 41% 59% 47% 53% 49% 51% 2030 44% 56%

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THE CHANGING CONSUMER

DEMOCRATISATION EXPERIENTIAL TRAVEL– LIVE LIKE A LOCAL

90%

OF MEDIA WILL BE DIGITAL BY 2020

50%

WILL BE PROGRAMMATIC

WORD OF MOUTH ADVOCACY TO REMAIN KEY

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EXPERIENCES WILL BE THE NEW REEF, ROCK & BRIDGE

EXPERIENCE WILL LEAD THE WAY – DESTINATION THE UTILITY
KEY TO DEVELOP NEW product & EXPERIENCES
SCALABLE

WHAT’S NEXT?

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INFRASTRUCTURE plays a critical role

harD PRODUCT CRITICAL
SUPPORT And enhance (can detract) experience
Existing Must CONTINUALLY evolve
TRANSPORTATION INFRASTRUCTURE IS CRITICAL

NEW AIRCRAFT icc SYDNEY PERTH OVAL QUEENS WHARF DEVELOPMENT

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Asian consumer will continue to change

MORE ADVENTUROUS
Sharing stories
Digitally connected

2009 NOW NEXT

Searching for unique experiences
Increased dispersal
Increasingly demanding
New markets

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indigenous culture / PEOPLE TO BE a differentiator

|

50,000+ YEARS STRONG
Consumers seeking –

urban/regional experiences

unique Australia
AUTHENTIC
FRIENDLY
WELCOMING
unique
AUTHENTIC

INDIGENOUS CULTURE PEOPLE

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Transition FROM PREDOMINANTLY DEMOGRAPHIC TO BEHAVIOURAL AND ATTITUDINAL

DEMOGRAPHIC TARGETING IS DEAD

|

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CONSUMER STORIES TO DELIVER MESSAGES

USER GENERATED CONTENT TO DRIVE

MARKETING COPY

Authenticity and trust
Affordability
NO DEPRECIATION!!

shoalwater Islands Marine Park Video: @teddyandsnow GOURMET ESCAPE Video: @AUSTRALIA #RestaurantAustralia

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AUSTRALIA TO BECOME THE WEST ISLAND OF NZ

FISH AND CHIPS OUR NATIONAL DISH

INDIGENOUS CULTURE WILL LEAD

SHEEP ADDED TO THE COAT OF ARMS HAKA OUR NATIONAL DANCE R Mccaw as pm

Qanztas As national carrier Anzacs replace wallabies & all blacks D pierce As gg

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MAKING SENSE OF IT ALL

THE WAY WE TALK TO CONSUMERS WILL CHANGE

Icons TO remain THE SAME buT THE EXPERIENCES AROUND THEM WILL EVOLVE

MARKETS WILL CONTINUE TO EVOLVE & DIsSECT INDIGENOUS CULTURE INCREASINGLY PROMINENT CONSUMER TECHNOLOGY TO DRIVE CREATIVE Target CONSUMERS WHO CAN AFFORD OUR PRODUCT

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