Tourism Victoria Update

1
Tourism Victoria Update

• LOIS APPLEBY
• Chief Executive
• Tourism Victoria

2
International Results 1999-2005
Victoria has experienced sustained growth between
1999-2005, growing at an annual average rate of
4 for the period, in line with the national
average (4) and ahead of key competitors NSW
(3) and Queensland (2) Results for the year
ending June 2005 point to downward trend Visitor
numbers 1.3 million international visitors
(2.7 increase from 2004, compared to national
growth rate of 6.3) Visitor Nights 24.8
million international visitor nights (19.4
decrease from 2004, compared to national decline
of 2.1) Length of stay Average length of stay
of 19.7 nights (down from 23.5 nights in 2004
a decrease of 16 compared
with the national trend which experienced
an 8 decline).
Sources International Visitor Survey, Tourism
Research Australia 2000-2005, Tourism Research
Australia
3
Interstate Results 1999-2005
For the period 1999-2005, interstate visitor
numbers to Victoria have grown at an annual
average rate of 1.8, in line with the national
average (1.8) and ahead of New South Wales
(0.4). Queensland had an average annual
increase of 3.0. Results for the year ending
June 2005 show a downward trend Visitor
numbers 5.0 million interstate visitors (3.9
decrease from 2004, compared to national growth
rate of 0.3) Visitor Nights 20.8 million
interstate visitor nights (9.9 decrease from
2004, compared to national decline of 2..6)
Sources National Visitor Survey, Tourism
Research Australia 2000-2005, Tourism Research
Australia
4
Risks / Challenges

• Avoiding a post Commonwealth Games Slump
• The Environment is changing
• Low cost domestic airlines are impacting on
  Victorias market share and regional areas.
• Outbound Travel by Australians has increased
• Impact of rising fuel prices

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Outbound travel by Australians has increased

• Growth in outbound travel by Australians is also
  a threat to future growth.

Source National Visitors Survey, Tourism
Research Australia 1999-2005
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Consumer Awareness - Key Results

• Melbourne is the leading city associated with
• Shopping
• Theatre
• Food experiences and world class restaurants
• Cafes, bars and nightlife
• Style
• Romance
• Culture
• Sophistication
• Creativity
• Victoria is ranked number one as a great place
  to tour by car and offers quality regional food
  wine experiences

Sources Brand Health Survey, Roy Morgan Research
1996-2005 and Brand Personality Survey, Roy
Morgan Research, 1999 2002 2005.
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Is a great place to go shopping
Which ONE capital city...
Melbournes reputation as a shopping capital
increased from 2004, growing its large lead over
Sydney.
Source Brand Health Survey, Roy Morgan Research
1996-2005
8
Offers quality food experiences and world class
restaurants
Which ONE capital city...
Melbourne increased its position in 2005 as a
city offering quality food experiences and world
class restaurants, while Sydneys reputation
continued to decrease.
Source Brand Health Survey, Roy Morgan Research
1996-2005
9
offers quality regional food and wine experiences
While South Australia is strongly associated with
boutique wineries, Victoria leads the way in
offering quality regional food wine experiences.
Source Brand Health Survey, Roy Morgan Research,
2005
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Strategic Directions

• Market Melbourne as the gateway to regional
  Victoria
• Position Melbourne as a stylish, sophisticated,
  romantic city highlighting strengths of food
  wine, shopping, events, arts culture, and
  theatre
• Increase awareness of key regional Victoria
  destinations, attractions and experiences via
  two campaigns streams Melbourne Surrounds and
  Touring Victoria
• Maximise the tourism potential of the 2006
  Melbourne Commonwealth Games through visitor
  numbers, pre and post regional touring and brand
  exposure

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Campaigns Completed

• Melbourne Youll Never Want to Leave
• Melbourne Surrounds
• Yarra Valley
• Mornington Peninsula
• Phillip Island
• Touring Victoria
• Goldfields
• Great Ocean Road
• Great Alpine Road
• Grampians

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Campaign Map
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To come in 2006

• Daylesford in creative development phase
  launch planned for April 2006.
• Murray planning underway. Jointly funded by
  Tourism New South Wales and Tourism Victoria.
  Launch post Commonwealth Games
• Gippsland in planning phase.
• New ski brand campaign and alpine education
  program to be launched early 2006.

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Melbourne 2006 Commonwealth Games

• Interstate and international advertising
  campaigns
• Domestic travel packages through Qantas Holidays
• Regional Grants Program
• Road to the Games and All Eyes on Melbourne
  supplements in Adelaide, Brisbane and Sydney in
  October and January
• Dedicated Games OVG
• Federation Square Melbourne Observation Deck
  displays
• Media kits 1Y2G Games time
• Dedicated Tourism Stand Main Press Centre
• Targeted famils program

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KEY INTERNATIONAL ACTIVITIES

• Plan to work with Department of Education to
  attract international students
• Trade marketing strategy
• Trade Show Opportunities in all key and emerging
  markets
• VIE, 29 November 2005, MEC
• ATE, 17 22 June 2006, Adelaide
• Generous trade show/mission subsidy policy
• Corroborree - UK, Adelaide - November 2005 -
  USA, Brisbane - August 2006
• Revitalised visitmelbourne.com

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KEY INTERNATIONAL ACTIVITIES

• Work with Tourism Australia on Brand Australia
• Victorias International Tourism Growth Strategy
  2007 and beyond
• Extensive consultation
• Public Relations Strategy
• 11 dedicated public relations agencies around the
  world
• Massive earned ink gains
• India Salaam Namaste success
• New Zealand Brand Campaign current to mid
  October
• International Airline Cooperation

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What Next?

• New Melbourne Campaign post 2006 Commonwealth
  Games
• Launch new Melbourne/Victoria brandmark
• Australia and New Zealand
• Evolve branding of Melbourne to own creative
• Encourage repeat visitation by providing new
  reasons to visit
• Planning next phase of regional marketing
  strategy
• Build on current investment of brand campaigns
• Increased emphasis on conversion
• Review of all facets of regional marketing
  program
• Input from industry sought