Destination brand consumer considering Australia – Table continued on following page. Table 2.1.3: Performance criteria for Outcome 1 (continued) 2018-19 Tourism 2020: Overnight tourism expenditure $115.5 billion International tourism expenditure $44.9 billion International tourism visitors 9.8 million Total expenditure from TA target markets $36.1 billion Leisure expenditure from TA target markets $19.6 billion Business Events spend from TA target markets $2.1 billion Earned advertising value from TA marketing activities $320 million Total unique visitors to TA websites 34 million Destination brand consumer considering Australia 40% – 2019-20 Tourism 2020: Overnight tourism expenditure $137.5 billion* and International tourism expenditure $52.8 billion* beyond International tourism visitors 11.8 million* Total expenditure from TA target markets $42.4 billion* Leisure expenditure from TA target markets $22.0 billion* Business Events spend from TA target markets $2.4 billion* Earned advertising value from TA marketing activities $350 million* unique visitors to TA websites 37.1 million* Destination brand consumer considering Australia 46%* – Program component 1.1.2 Industry development – Objective: An Australian tourism industry that is competitive and sustainable and delivers on the needs of the target customer. Delivery Target group: The Australian tourism industry and trade and distribution partners in key international markets. Key activities: Development of the distribution system Provision of platforms to do business Support of supply-side industry goals Dissemination of insights and engagement of industry stakeholders. Performance information Year Performance criteria Targets 2017-18 Stakeholders indicate TA adds value to their business >90% Stakeholder Net Promoter Score Stakeholders 40 – recommend working with TA 2018-19 Stakeholders indicate TA adds value to their business >90% 45
Destination brand – consumer considering Australia Table continued on following page. Table 2.1.3: Performance criteria for Outcome 1 (continued) 2018-19 Tourism 2020: Overnight tourism expenditure International tourism expenditure International tourism visitors Total expenditure from TA target markets Leisure expenditure from TA target markets Business Events spend from TA target markets Earned advertising value from TA marketing activities Total unique visitors to TA websites Destination brand – consumer considering Australia $115.5 billion $44.9 billion 9.8 million $36.1 billion $19.6 billion $2.1 billion $320 million 34 million 40% 2019-20 and beyond Tourism 2020: Overnight tourism expenditure International tourism expenditure International tourism visitors Total expenditure from TA target markets Leisure expenditure from TA target markets Business Events spend from TA target markets Earned advertising value from TA marketing activities unique visitors to TA websites Destination brand – consumer considering Australia $137.5 billion* $52.8 billion* 11.8 million* $42.4 billion* $22.0 billion* $2.4 billion* $350 million* 37.1 million* 46%* Program component 1.1.2 – Industry development Objective: An Australian tourism industry that is competitive and sustainable and delivers on the needs of the target customer. Delivery Target group: The Australian tourism industry and trade and distribution partners in key international markets. Key activities: Development of the distribution system Provision of platforms to do business Support of supply-side industry goals Dissemination of insights and engagement of industry stakeholders. Performance information Year Performance criteria Targets 2017-18 Stakeholders indicate TA adds value to their business Stakeholder Net Promoter Score – Stakeholders recommend working with TA >90% 40 2018-19 Stakeholders indicate TA adds value to their business >90% 45
2018-19-foreign-affairs-and-trade-pbs.docx