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TOURISM AUSTRALIA | BTO11 | Matteo Prato

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Food Destinations in the Digital Age
Matteo Prato, Managing Director Tourism Hub

Focus on some of the most innovative food and wine tourism strategies and the most advanced experiences in the use of technology and digital tools by the destinations and their supply chains (restaurants, hotels, chefs, producers and guides).

We will ask ourselves which direction the technology is taking and which segments can be applied, as well as what its added value is in promotion and more.

BTO11 | Right here, right now
Firenze, Stazione Leopolda
MAIN Hall
Day ONE mercoledì 20 marzo 2019
10.40 : 11.30
https://www.buytourismonline.com

Publicado en: Marketing
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TOURISM AUSTRALIA | BTO11 | Matteo Prato

  1. 1. FOOD DESTINATIONS IN THE DIGITAL AGE
  2. 2. GROWING THE GLOBAL APPETITE FOR CULINARY TOURISM
  3. 3. Caption goes here - STATE OUR VISION TO MAKE AUSTRALIA THE MOST DESIRABLE AND MEMORABLE DESTINATION ON EARTH ALIGNED TO OUR CORE VALUES: POSITIVE, GENUINE, INNOVATIVE, COMMERCIAL & UNITED
  4. 4. OUR Purpose TO invite the world to Experience the Australian Way of life
  5. 5. OUR TARGET AUDIENCE HIGH VALUE TRAVELLER S
  6. 6. Definition of a HIGH VALUE TRAVELLER (HVT) Travel Long Haul Travels long haul (out of region) on a regular basis. Preference for Australia Consideration or intention to visit Australia. Key Drivers for Destination Choice Food and wine, aquatic and coastal, and nature and wildlife experiences are key drivers when choosing a holiday destination. Represent High Value Above average trip expenditure. Higher likelihood to stay longer. Higher likelihood to disperse further.
  7. 7. Food and wine is a key factor for destination selection and RESTAURANT culture is well engrained in this experience Characteristics of the high value traveller 54% 39% 38% 37% 31% 29% 27% 26% 19% 19% Safety and security Value for money Good food and wine World class nature Aquatic and coastal Rich history and heritage Friendly local citizens Family friendly Clean cities, good infrastucture World class events or festivals Series 1 Source: Consumer Demand Project, Tourism Australia
  8. 8. 49% 49% 35% 29% 26% 26% 25% 21% 20% 19% France Italy Japan Spain Germany Hong Kong Thailand Australia China Hawaii Total2 61% 60% 54% 47% 37% 34% 33% 33% 30% 30% France Australia Italy Japan Hong Kong Germany Spain Thailand USA New Zealand Total2 VISITED AUSTRALIANOT VISITED AUSTRALIA You said [factor] is important to you. Which of these destinations do you associate with [factor]? Food and wine The opportunity still exists for
  9. 9. People Welcoming - openness - character - multicultural Produce Fresh - sustainable - diverse - Safety Place Climate - natural beauty - unique setting - close to nature
  10. 10. Tourism Australia’s sponsorship of The World’s 50 Best Restaurants 2017 provided an opportunity to bring the world’s most influential food and wine people to Australia to inspire, inform and earn their advocacy of Australia’s food and wine scene. Food and wine strategy Phase 1 2013 • Launch Restaurant Australia • Industry Rally Cry Phase 2 2014 • Promote Restaurant Australia in key international markets • Invite The World To Dinner Phase 3 2015/2016 • Noma Australia Residency • Announcement of The World’s 50 Best Restaurants in Australia Phase 4 2017 • The World’s 50 Best Restaurants hosted in Australia • (Melbourne, Victoria)
  11. 11. How Tourism Australia turned the World’s 50 Best Restaurants Awards into a marketing machine
  12. 12. Securing The World’s 50 Best Restaurants provided an opportunity to bring the world’s most influential food and wine people to Australia to inspire, inform and earn their advocacy of Australia’s food and wine scene. THE OPPORTUNITY
  13. 13. 47 WORLD’S 50 BEST CHEFS ATTENDED 250 INFLUENCERS HOSTED 50% INCREASE IN RESTAURANT BOOKINGS RESULTS IN NUMBERS 1002 GUESTS ATTENDED THE 85% OF ALL COVERAGE REFERENCED AUSTRALIA 22 MAIN EVENTS 29 AUSTRALIAN CHEFS COOKED AT EVENTS 8 EVENT PARTNERSHIPS
  14. 14. “We had 7 times as many bookings in the week immediately after the awards, ten times the usual website visitation and Weekends are now fully booked 6 months ahead… Dan Hunter, Brae 50% spike in restaurant bookings across Melbourne. Stevan Premuitco, Dimmi Online Restaurant Reservations INDUSTRY IMPACT
  15. 15. 55% 50% 29% 29% 27% 25% 25% 24% 22% 21% France Italy Spain Japan Germany Thailand Australia USA Hong Kong Hawaii TOTAL - Total2 54% 53% 31% 29% 28% 27% 26% 23% 23% 23% France Italy Japan Thailand Hong Kong Spain Germany Mexico USA Australia TOTAL - Total2 56% 53% 33% 29% 27% 26% 25% 25% 24% 23% France Italy Japan Spain Thailand Australia Hong Kong USA Germany Hawaii TOTAL - Total2 PRE CAMPAIGN POST CAMPAIGN Source: Tourism Australia’s Consumer Demand Project
  16. 16. 1,800 businesses sharing experiences via the campaign hub $9.6 million Estimated media value generated food & wine influencers YouTube 19.8m views of Restaurant Australia content Tourism Australia’s own media channels delivered more than 7.5m engagements, including 40.4m likes on Instagram alone. Restaurant Australia – Digital Results *Achieved in the first 9 months
  17. 17. - 1.26B reach - Much more to come as broadcast / print activities roll-out - 107M reach - 32K posts - 2.8M likes - 77K comments - 250K shares - 170M reach - 19.8M plays in full - 5%+ industry average - 24K images with #restaurantaustralia - 4M likes - 43K comments WE SAW SOME TREMENDOUS EARLY SIGNS ACROSS DIFFERENT CHANNELS… *Achieved in the first 9 months
  18. 18. 223.0 002019 #restaurantaustrali a
  19. 19. $5.8 BN 2017 +38%respect 2016 Spendingonfoodandwineby internationalvisitorsinAustralia
  20. 20. Visit our corporate site: www.tourism.australia.com Follow us on Social Media: @TourismAus - Twitter @australia - Instagram @australia – You Tube THANK YOU

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