TOURISM AUSTRALIA WEBINAR SERIES - 4 DECEMBER 2020
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TOURISM AUSTRALIA WEBINAR SERIES 4 DECEMBER 2020
BEDE FENNELL EXECUTIVE GENERAL MANAGER, CORPORATE AFFAIRS TOURISM AUSTRALIA
PHILLIPA HARRISON MANAGING DIRECTOR TOURISM AUSTRALIA
SUSTAINABLITY
TOURISM AUSTRALIA’S APPROACH
4
OUR BIGGEST BARRIERS
TIME DISTANCE COST
BARRIERS
Australia is a vast and time Australia is far away /our Australia is perceived as an
consuming place to visit experiences are spread out expensive destination
NOW
BECOMING
PHYSICAL HEALTH MENTAL HEALTH
DRIVERS People are cautious of the virus, so they’re planning travel TRAVELLERS REALLY NEED
DURING accordingly A GOOD HOLIDAY
THE
COVID-19 SPARSLEY POPULATED ISOLATED QUALITY
CRISIS DRIVERS It’s a big country with not
many people
Australia is far away and
managing the virus well
A premium destination with
high quality experiences
OUR
STRENGTHS
HAVE
GROWN
STRONGER NATURE & WILDLIFE AQUATIC & COASTAL
SAFETY & SECURITY
FROM 47% TO FROM 48% TO
FROM 43% TO
56% 49% 59%
CONSUMERS
ARE SEEKING
SUSTAINABLE
EXPERIENCES
&
“There’s this idea that having a purpose
IT MAKES
or doing good has to come at the
expense of making a profit…Profits can
GOOD
and should help effect positive change
on a global scale.
BUSINESS
The good news is consumers want
more sustainable and ethical products,
so purpose is actually good for
SENSE business too. And Intrepid can attest
to that. Finding our purpose has
helped us deliver four years of record
growth.”
James Thornton
CEO, Intrepid Travel
EMBRACING
SUSTAINABILITY
IN ALL ITS FORMS PEOPLE CULTURE
PLANET CONSERVATION
PLACE COMMUNITY
PROFIT COMMERCE
+++
POSITIVE
IMPACT
TOURISM
AUSTRALIA’S DRIVE DRIVE CAPABILITY FOR
ROLE AWARENESS & DEMAND SUSTAINABLE TRAVEL EXPERIENCES
V V
ADVOCACY GUIDE
Advocate for Australia’s Increase guidance of industry
sustainable tourism offering by sharing case studies on what
in a way that meets increased others are doing.
consumer desire.
RESEARCH & INSIGHTS
STORYTELLING Sharing research and insights on
Sharing stories of sustainability to guide industry
Australian tourism operators decision making.
embracing sustainable
practices.
.
EMBRACING SUSTAINABILITY IN ALL ITS FORMS
NOT AN ACCREDITATION SYSTEM
SUSTAINABLE: HERO-ING OUR INDUSTRY TO DRIVE DEMAND FOR OUR TOURISM EXPERIENCES
SUSTAINABLE: DRIVE AND MEET INCREASED CONSUMER AWARENESS
ACROSS ALL OUR ACTIVITIES – MARKETING, PR, CONTENT, DIGITAL, SOCIAL,
ASP, AND OUR TRADE AND DISTRIBUTION ACTIVITIESAUS.COM
RICH IN CONTENT
THROWING THE
SPOTLIGHT ON
SUSTAINABILITY
500+
EXPERIENCES COMMITTED
TO SUSTAINABILITY
150
ACCOMMODATION
OPTIONSOPPORTUNITIES AND CHALLENGES...
CONSUMER DISTRIBUTION INDUSTRY
Driving consumer Making it easier for Guiding and supporting
behaviour to match their consumers to connect industry to be more
intentions with sustainable sustainable
businesses
TA, STOS & INDUSTRY - ALIGNMENT
13STAY IN TOUCH…
• Keep your TA Industry contact informed
• Share your best practice stories with us
• Help us with insights on what industry
need to engage on sustainability
Contact:
Penny Rafferty
Head of Sustainability
prafferty@tourism.australia.com
14PANEL
JAN HUTTON JANINE DUFFY
AUSTRALIAN TOURISM DATA ECHIDNA WALKABOUT
WAREHOUSEPHILLIPA HARRISON MANAGING DIRECTOR TOURISM AUSTRALIA
WE NEED TO REACTIVE
FOCUS ON RECOVERY
Crisis management
SHORT-TERM
and opportunistic
demand conversion PROACTIVE
GROWTH
SURVIVAL Remain competitive
post COVID to drive
AS WELL AS
long term demand
generation
LONGER-TERM
PROSPERITY Domestic market
focus to offset fall
Continue to drive
demand when and
Reopening of
borders and global
Drive competitive
standing to
in international where possible to relaunch of increase share of
visitation sustain industry Australia as a global demand into
holiday destination Australia
NB: DRAFT SUBJECT TO CHANGEOUR STRATEGIC PRIORITIES FOR 2021-22
1. 2. 3. 4. 5. 6.
DRIVE EXPEDITE BE A UNIFYING ELEVATE AND DRIVE AWARENESS LONG-TERM
OPPORTUNISTIC RECOVERY FOR VOICE FOR CHAMPION OF, AND DEMAND
CONVERSION IN AVIATION AND INDUSTRY INDIGENOUS CAPABILITY FOR, GENERATION AND
THE SHORT-TERM DISTRIBUTION TOURISM SUSTAINABLE GROWTH
TRAVELINTERNATIONAL
FOCUS
ONGOING
CONSUMER &
TRADE ENGAGEMENT
CHINA – LIVE AND VIRTUAL EVENTS
INDIA – CRICKET ACTIVATION FRANCE – ‘WITH LOVE FROM AUS’
AUSTRALIAN EMBASSY PARISINDIA CRICKET ACTIVATION VIDEO
2020 2021
DOMESTIC
FOCUS HOLIDAY HERE
THIS YEAR SUMMER CITY BREAKS
ICONS/EPIC PREMIUM/
‘GIFTING’ JOURNEYS LUXURY
PHASE TWO EXPERIENCES
LAUNCH
HOLIDAY
DECEMBER 2020 JANUARY 2021 FEBRUARY 2021 APRIL/MAY 2021 TBC
OCTOBER 2020
HERE
THIS
YEAR
21HOLIDAY
HERE GIFTING IDEA
THIS The upcoming holiday season will be unlike any other. After such a
YEAR tumultuous year, everyone’s ready to get out and have fun.
'GIFTING' It’s time to surprise our loved ones with more than socks, jocks and
scented candles. This is a holiday season to give inspiration,
experiences and memories.
Luckily for us, we’re living in one of the most spectacular places on
the planet.
What better gift to give than Australia itself?IDEA: AUSTRALIA THE GIFT SHOP
GIFTING: OOH EXAMPLE EXECUTIONS Launched: Thursday, 3 December. Print: Body copy Australia, we’re living in the best gift shop in the world. Find an unforgettable travel experience at australia.com
Tourism Australia GIFTING: RADIO EXAMPLE EXECUTION
ORGANIC SOCIAL ‘12 Days of Christmas’ Instagram Stories daily series kicking off on 14 Dec and running through to Christmas Day. Each story features a list of themed bookable experiences and drives back to Aus.com.
Tourism Australia
AUS.COM
Aus.com activity for the
Gifting campaign include:
• '12 days of Christmas'
article to support PR &
Social
• Refresh of HHTY
campaign landing page
featuring experiences
content & partner gift
cards
• Refresh of Domestic
homepagePR & BROADCAST Tourism Australia is the sponsor partner for Channel Nine’s ‘Delta Christmas’ special – airing December 12, 24 & 25 – which includes multiple segments with celebrities on holidays experiences. Today Show: Six weeks of weather and travel segment across the country. Three different operators featured daily. Hamish & Zoe social content on their social channels. PR pitch packs on summer experiences.
Tourism Australia HOW YOU CAN GET INVOLVED Holiday Here This Year campaign toolkit updated to include ‘gifting’ messaging
Tourism Australia
DEST AUS
ADD SLIDE HEREHOLIDAY HERE THIS YEAR TEASER AD
Tourism Australia Great Ocean Road, VIC
THANK YOU
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