Annual Report 2010-2011 - Tourism Australia

Tourism Australia 2010-2011 Performance
Program: Increase demand for Australia as a destination
Key Performance Indicator 2010/11 Target 2010/11 Results
Target audience visitor arrivals* From 2,224,220 (12 months to Dec 10)
to 2,328,309 (12 months to Dec 11)
Intention Pool
International Number of travellers
intending to visit Australia in the next
12 months (from five key markets)
Domestic Number of travellers
intending to travel more within
Australia in the next 12 months
Share of Competitor Set
International Percentage share
of travellers intending to visit
Australia compared with competitor
destinations
Domestic Percentage share of travellers
intending to visit Australia more
compared with competitor destinations
Brand Message
International Sum of Experience
Seekers who associate Australia with
selected brand messages
Domestic Sum of travellers who
associate Australia with selected
brand messages
Tourism Australia-Owned Websites
(including australia.com)
Monthly unique visitors during the
year to Tourism Australia-owned
websites; engaged visitors (spending
more than five minutes on Tourism
Australia websites); visitors referred
to Tourism Australia partner websites
Business Events Australia
Percentage of corporate and incentive
buyers likely to consider Australia as a
destination
International from 9,805,375
(12 months to Mar 10) to 10,722,249
(12 months to Mar 11)
Domestic from 12,805,520
(Sep 10 base) to 12,805,520
(as at Mar 11)
International from 20.1%
(12 months to Mar 10) to 21.2%
(12 months to Mar 11)
Domestic from 87.9% (Sep 10 base) to
87.7% (as at Mar 11)
International from 946.1
(12 months to Mar 10) to 971.3
(12 months to Mar 11)
Domestic from 255.0
(12 months to Mar 10) to 238.0
(12 months to Mar 11)
Visitors 16.5 million (Jul–Jun 10) to
20.0 million (Jul–Jun 11)
Engaged 1.48 million (8% of visitors)
to 11% of visitors
Referred 398,000 (2% of visitors) to
2% of visitors
75% of stakeholders surveyed are
likely to consider Australia as a
destination for a business event
2,220,989 (12 months to Dec 11)
(Eastern markets up 11%, western
markets down 6%)
International 12,994,253
(12 months to Mar 11)
Domestic 13,022,155
(12 months to Mar 11)
International 22.5%
(12 months to Mar 11)
Domestic 87.8%
(12 months to Mar 11)
International 906.1
(12 months to Mar 11)
Domestic 223.0
(12 months to Mar 11)
Visitors 14.74 million†
Engaged 1.97 million (13% of visitors)
Referred 857,700 (6% of visitors)
93% of corporate and incentive buyers
surveyed (across 10 events) were
more likely to consider Australia as a
destination for a business event
(Stakeholder survey conducted Jun 11)
Note: No Dreamtime in 2010/11
10 Performance