France Australie Webzine - Tourism & Gastronomy Issue - July 15

Australie FRANCE

A p ub lic a t ion b y t he French- A us tr alian Chambe r of Commer ce & In d u st r y

J u ly 2 0 1 5

Tourism & Gastronomy

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rance-Australie is a publication of the French-Australian Chamber of Commerce & Industry. It is distributed to all member organisations Australia-wide, French and Australia Government officials, EU representatives in Australian the French Chambers of Commerce in the Asia Pacific region and the CCI network in France.

The French-Australian Chamber of Commerce & Industry was founded in 1899. At the time, Australia's trade relations with France were almost solely dependent on the export of wool.

More than a century later, this relationship now includes a host of many other industries.

The French-Australian Chamber is an important not-for-profit organisation governed by 15 Board of Directors and comprising more than 750 members. Our head office is based in Sydney and we also have four other Chapters and offices in Melbourne, Brisbane, Perth and Adelaide.

The Chamber is affiliated to the CCI France International, a worldwide network of 112 French Chanbers operating in 82 countries.

The Chamber's main mission is to promote our members and help French companies to succeed in Australia through information, networking and business support services.

Our team Olivier Deschang

VIC Chapter Manager & National Coordinator

Claire Kasses

NSW Chapter Manager

Gemma Jones

NSW Chapter - Membership & Communication Manager

Jeremy O’Connor

NSW Chapter - Membership & Marketing Coordinator

Claire Dupré

QLD Chapter Coordinator

Bertrand Cauvin

Head Of Business Services

Géraldine André

Business Development & Trade Assistant

Madelaine Kenihan

Business Development & Trade Assistant

Vérène Issautier

VIC Chapter Events & Partnership Coordinator

Virginie Casse

VIC Chapter Communication Assistant Discover our PREVIOUS FRANCE-AUSTRALIE PUBLICATIONS

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As a member of CCI France International, the French-Australian Chamber of Commerce and Industry (FACCI) offers a comprehensive range of business services and communication tools to provide you with the necessary infrastructural support should you be looking to expand, find new commercial partners, or establish your business in Australia and France.

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Editorial

Dear Readers, The French-Australian Chamber of Commerce and Industry is proud to release the latest edition of the France-Australie webzine highlighting Tourism and Gastronomy in Australia.

The tourism industry remains a key contributor to the Australian economy, generating $102 billion in tourism expenditure and contributing almost 3 per cent to Australia’s GDP in 2014. This industry has been identified as one of the economy’s five ‘super-growth sectors’ according to Deloitte, employing almost 5 per cent of the Australian work force and contributing $27 billion to Australian exports.

A contributing factor to the increasing number of tourists to Australia is undoubtedly the flourishing gastronomic scene. With a strong diversity of culture emerging in Australia over the past few decades, Australians (and overseas tourists!) have embraced new tastes and value a complete food and wine experience.

This edition reveals how industry insiders believe Australia’s high quality food and wine has contributed to this thriving epicurean scene. Tourists who have visited Australia have noticed this pronounced change, and now consider Australia as the second best destination for a gourmet food and wine experience in the world, according to Tourism Research Australia.

French companies such as Accor, Club Med and Ponant have taken advantage of this increasingly more sophisticated demographic by entering the market with their French expertise and style as a point of difference.

This issue will also discuss the economic opportunities that tourism provides, especially the creation of improved and more dynamic infrastructure in cities. The contribution of Tourism and Transport Forum gives an insight of the vital economic role that better transport networks can play in the modern economy. This matter will also be one of the key subjects in the Smart City Forum on Wednesday 16 September 2015, which will discuss solutions to create more effective transport networks and ‘smart’ cities.

This France-Australie aims to highlight the current trends and opportunities within the Australian tourism and gastronomy industry thanks to the insights of our contributors, industry leaders and experts in their field. Our special thanks to John O’Sullivan, Managing Director – Tourism Australia, who will introduce the Chamber’s webzine with a foreword overviewing the sector today, and to the Members and the Companies who contributed to this issue.

Bonne lecture, Olivier Deschang VIC Chapter Manager & National Coordinator The French-Australian Chamber of Commerce and Industry

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Contents

p.16

05____Editorial 10____Foreword - John O’Sullivan - Tourism Australia 12 ____Our Contributors 14 ____Overview of the Tourism & Hospitality Industry in Australia 18

p.18

_____Attractiveness of the Australian Tourism & Hospitality

Market for International Companies • Australia: A World-leading Tourist & Destination • French Expertise in Australia: Accor’s success story • Market Opportunities within Hospitality & Tourism in Australia • Australian Tourism in France: A Growing Opportunity

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____New Gastronomy Trends • Overview of the current Gastronomic Trends in Australia • La Carte des Vins: French vs Australian wines • French Top Sellers: Fine Selection of Gourmet products • A Country of “foodies”: An analysis of Australian’s

growing culinary culture

p.22

40____References 40

____Chamber Section

• Calendar of Events

• New Members

• Business Services

p.28

p.34

p.32

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Foreword

GLOBAL TOURISM IS A FIERCELY COMPETITIVE LANDSCAPE, WITH UP TO 190 OTHER DESTINATIONS ALL VYING FOR THEIR OWN SLICE OF THE TOURISM PIE.

I’m pleased to say that Australian tourism is performing well, with our international arrivals and spending both at record levels, growing around 8% in the last year.

The good news - and what every destination marketing organisation yearns for - is we possess a great product. Fundamentally, Australia is a destination with enormous international appeal, consistently ranked highly for our world class nature and our warm and welcoming people. But all this is only a competitive advantage if it can be successfully converted into more visits, particularly from high yielding visitors likely to stay longer, travel deeper and spend more during their trips.

Our marketing must engage and inspire consumers to take the next step towards booking an Australian holiday, whether that means visiting Australia.com, searching the internet or visiting a travel agent.

This means targeting our marketing resources towards those international markets that present the best growth prospects. It also means investing in areas that will drive increased spend and conversion. One of these areas we’ve found through our own recent research is food and wine.

For generations people have travelled to Australia to experience our world-class nature and wildlife. Increasingly, however, more people are discovering that Australia’s exceptional food and wine experiences are also one of its greatest assets.

With a range and quality of produce that is second to none, combined with a rich history of migration, Australia has become home to one of the most exciting and multicultural cuisines in the world. Chefs, winemakers and producers revel in the creativity of a food and wine culture unbridled by tradition.

Combined with a superb climate, Australia’s food and wine experiences lead us outside to enjoy some of the world’s finest flavours against a backdrop of stunning scenic beauty. Yet, remarkably, the appeal of Australian food and wine has remained one of our best-kept secrets. And therein lies our opportunity and the inspiration for our current Restaurant Australia campaign, which we launched in June last year.

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By tapping into the groundswell of interest globally and the boom in gourmet tourism, we want to showcase the way food and wine will make any visit to Australia memorable – whether it be for business or leisure. The aim has been to expand our successful campaign “There’s nothing like Australia” and, for the first time, give food and wine a dedicated focus.

Whilst Australia is not automatically associated with having a good food and wine offering amongst those who haven’t visited, once people visit Australia the destination catapults to near the top of the culinary rankings. Ironically enough just behind France!

Closing this perception gap and highlighting the reality of our exciting world-class food and wine offer is a huge opportunity, and what the Restaurant Australia concept is all about.

Now is the time to bring our culinary assets to the fore and put Australia on the global food and wine map once and for all.

While it is still early days in terms of measuring the full impact of the campaign, the results to date have been impressive. We set a goal to increase the amount of expenditure on food and wine to $5 billion by the end of the calendar year. We’re on track.

We’ve also seen a 30 percent increase in the perception of Australia as a food and wine destination to people who haven’t been here. We’ve done major consumer events in fifteen of our key markets, including in France with a Restaurant Australia-themed food truck touring a dozen locations across Paris in September and October last year.

I think one of the key successes of Restaurant Australia has been to increase access and connectivity between tourism and the hospitality sector, which have been really important for us because the two are so reliant on one another for success.

Tourism Australia will continue to incorporate Australia’s food and wine experiences in its global marketing push over the coming year.

John O’Sullivan Managing Director

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Contributors

John O’Sullivan

Simon McGrath

John O’Sullivan was announced as the new Managing Director of Tourism Australia on 28 January 2014, commencing the role on 31 March 2014.

As the Managing Director of the nation’s global tourism marketing agency, he is responsible for driving Tourism Australia’s strategies to grow demand internationally for Australia’s tourism experiences – helping to grow the sector to between $115 and $140 billion annually by the end of the decade as part of the Tourism 2020 plan.

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Simon McGrath is Chief Operating Officer for Accor Pacific, responsible for over 250 hotels, 33,000 rooms and 12,000 employees in the Pacific region.

Simon has worked in management positions domestically and overseas and in senior executive positions in Australia’s major city and tourist destinations, including Sydney, Gold Coast, Cairns, Hamilton Island and Ayers Rock Resort as well as internationally in Malaysia and Thailand.

Lisa Cornish

JOEY TEMPLIN

Margy Osmond

Lisa Cornish is a survey manager within Tourism Research Australia.

Previously, she has worked as a data journalist with News Corp Australia providing insights into varying topics using data-driven journalism. She has also worked as the manager of the federal government’s open data portal, data.gov.au.

Lisa has a wealth of experience in data analysis, data management, geospatial analysis, data visualisation and open data and is enjoying bring insights from the most detailed tourism data available in the world.

Joey Templin has been working for Club Med for 21 years. Today he holds a dual role of both HR manager and Business Development Manager for Groups & Incentives. Joey started his career in Club Med working as a Gentil Organisateur overseas. 7 years later he became Australia’s first Resort Manager (Chef de Village). He has proudly worked in over 30 Club Med resorts spanning 15 countries.

Margy Osmond is the Chief Executive Officer of the Tourism & Transport Forum, assuming the role on 1 October 2014. Margy has extensive experience in policy development and advocacy, politics, membership organisations, management, media and public relations.

Before joining TTF, Margy was the inaugural CEO of ANRA which was established in 2006 as a lobby and research organisation to be the voice of the large national retailers in Australia. Prior to this, Margy was the CEO of the State and Sydney Chambers of Commerce in NSW for five years.

Tourism & Gastronomy

Monique Ponfoort

Patrick Benhamou

Ingrid Kocijan

With a passion for cruising and over 20 years’ experience in Australia and internationally in the travel sector, Monique brings an international perspective to PONANT in the Asia Pacific markets.

Having held senior positions at Qantas Airways as National Advertising Manager and International Marketing Manager, she provides a strong understanding of what Australians expect when planning and travelling on holiday. Monique is Vice President of Australasia for the French luxury and expedition cruise line PONANT and has led the operation since opening in Sydney in 2013.

Patrick Benhamou is the Director of Atout France since 2001. Thanks to his experience as the Director of Maison de France in Australia, Netherlands and Canada, he has gained a strong expertise in the tourism industry.

Ingrid Kocijan started with Rail Europe in April 2014 in the role of Manager Australasia and is responsible sales & marketing through their 6 General Sales Agents in Australia & NZ as well as online channels. Ingrid graduated from RMIT University with a Bachelor of International Studies & started her travel career at Flight Centre head office in Melbourne. From there she moved to one of Rail Europe’s General Sales agents, Rail Plus. Her 8 years at Rail Plus cemented a love of European rail travel so when the role to head up the Australian & NZ Rail Europe business came up it made perfect sense.

Jacques Reymond Reaching the pinnacle of his career, after receiving his 80th Hat, and with the timely handover of his eponymous restaurant, Jacques Reymond Restaurant to his sous chefs, whom have re-opened as Woodland House, chef restaurateur Jacques Reymond continues to embark on culinary adventures.

Mark Dorrell Mark is an experienced international executive with a strong track record in global business development and strategic marketing within the premium beverage industry.

He has acted as an R&CA Restaurant Judge, Judge of the Apprentice of the Year Awards and has created menus for countless functions including 7 years managing the F&B operations of the Moet & Chandon Marquee at the Flemington Melbourne Cup. As a passionate ‘foodie’ Mark has been selected by Gault&Millau to complete studies in Paris to qualify him in the role of Chief Judge and to oversee the reviewing process of Australia’s leading restaurants.

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Overview of The Tourism & Hospitality Industry in Australia

Tourism & Hospitality Industry in Australia

REVENUE

TOURISM’S DIRECT CONTRIBUTION TO THE ECONOMY

PROFIT

$117.2bn $19Bn

2.8%GDP

Australian Travellers

French Travellers

in France (2014)

1.2M

13%

TOURISM BUSINESSES OF THE TOTAL BUSINESSES IN AUSTRALIA

in Australia (2014)

116.200

Favorite Australian’s attractions in France

Australians make 10% of guided tours in the Bordeaux area

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Le Louvre attracting

350.000

Australians a year

(3rd international market)

The Eiffel Tower attracting

264.000

Australians a year

(7th international market)

Consumer profile in australia Products & Services

Visitors by country of residence

Transport - 31.4% Accomodation - 16.6% Operation of tourist venues & retailing - 27.7% Hospitality services - 24.3%

New Zealand China UK US Singapore Japan Malaysia Korea India Hong Kong 0

International visitors

6.6M

$30.1bn

visitors in 2014

Spend in 2014

(over 43% from Asia)

400

800

1200

Domestic visitors

81.4M $54.4bn overnight trips

Spend in 2014

Consumer profile in australia 280,000 visitors $425M spend

2,121,000 visitors $4,103M spend

3,156,000 visitors 807,000 visitors

$6,992M spend

$2,352M spend 181,000 visitors 390,000 visitors $735M spend

$373M spend 2,098,000 visitors $4,857M spend

168.000 visitors $254M spend Tourism & Gastronomy

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Overview of The Tourism & Hospitality Industry in Australia

LISA CORNISH Survey Manager

• In Australia local residents make up the majority of tourists, however the number of international visitors is currently rising.

What is the national revenue generated by both international and domestic tourists and how does it differ between states?

The percentage growth of international visitors is increasing faster than domestic tourism. Between September 2013 and September 2014, international tourists increased by 8 per cent compared to a small growth of 0.3 per cent in domestic.

But domestic tourism remains Australia’s strongest market.

At year ending September 2014, Australians made 163 million daytrips made and 80 million overnight trips. International trips totaled 6.3 million.

Expenditure statistics for this period have international expenditure accounting for 22 per cent of national tourism expenditure, rising from 21 per cent the year before.

By state, the role of international tourism in overall tourism revenue varies from 10.8 per cent in Tasmania to 25.1 per cent in New South Wales.

• Australia has many pristine natural landscapes as well as vibrant cities and cultural and sporting attractions. Which of these are most attractive to international tourists who visit Australia?

According to data from our International Visitor Survey, international tourists tell us that their most memorable experience of Australia followed by our coast and beaches.

But our survey also asks about a select number of places visited and the preference of international tourists varies in each state between sites of historical significance, environmental significance and cultural significance: • New South Wales: Historic and cultural Sydney, including Sydney Opera house • Victoria: Historic and cultural Melbourne, including Queen Victoria Market • Queensland: Coastal regions and the Great Barrier Reef • South Australia: Cultural Adelaide, including Adelaide Central Markets • Western Australia: Fremantle • Tasmania: Historic and natural Tasmanian, including the Tasman Peninsula and Port Arthur • Northern Territory: the Red Centre • Australian Capital Territory: Historic Canberra, including Parliament House and the Australian War Memorial.

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• From which countries do the largest numbers of international tourists visiting Australia come from? How significant is the economic impact from these countries alone?

For year ending September 2014 the top five countries or origin for international visitors were: • New Zealand, 1.1 million visitors • China, 735,650 visitors • United Kingdom, 630,342 visitors • United States of America, 508,521 visitors • Singapore, 321,023 visitors These five countries play a significant role on Australian tourism – last year visitors from these countries accounted for 53 per cent of all international visitors and 48 per cent of the $20.3 billion foreign tourists spent in Australia.

• While Australians travel extensively domestically, overseas travel by Australians is expected to grow to 9.3 million people in 2014-2015 and to 12.3 million in 2022-2023. What factors are influencing this growth?

Between September 2006 and September 2014, international travel

by Australian for holiday has more than doubled from 2.2 million outbound trips to 4.7 million. International travel for business and to visit friends and relatives have also grown strong, but not to the extent of international travel for holiday.

The strong Australian dollar has had a significant impact on this growth, and it will be interesting to see the impact the recent decline plays on outbound tourism.

Increased airline competitiveness and an increasing global society have also opened up Australia to the world, encouraging Australian to travel more and experience a world outside their own.

• What advice would you give Australian tourist operators to make their services more appealing in order to make the most of the influx of Asian tourists?

Tourism Research Australia would certainly encourage tourist operators to look at our data. There is a wealth of insight that can be generated from analysing the travel habits of our international visitors.

For example, operators can analyse our data by region to find out who is visiting their area and how long they will stay. Or they can analyse they behavior of visitors by their country of origin – where they are likely to travel to, what activities they will do and how much will they spend. And they can discover much more.

Analysis can help tourist operators tailor services that will meet the needs of a variety of markets, including Asian tourists, and can help for the basis of business and marketing plans.

But we would also encourage tourist operators to look at other groups that are showing strong growth. For example, between September 2006 and September 2014, we have seen a 70 per cent increase in tourists visiting from France.

• International tourists coming to Australia are among the highest spenders and stay for the longest period compared with other tourist destinations. How do you explain this phenomenon?

To understand this trend, we need to analyse visitors by the purpose of their trip.

On average at year ending September 2014, visitors to Australia stayed for an average of 35 nights and spent an average of $3,244 each while in Australia. This figure excludes any money going towards their trip before coming to Australia, including airfares, tours and accommodation paid for at home.

But these statistics are thrown out by some of our longer staying visitors.

For the same period, international visitors coming to Australia for education stayed for an average of 137 nights and spend an average of $16,437.

Visitors coming to Australia for employment stayed an average of 118 nights and spent an average of $8,866.

When we look purely at the holiday market, the average nights drops to 26 and expenditure to $2,398.

Business travelers, such as those visiting Australia for a conference, stayed an average of just 14 nights and spent an average of $2,384.

People visiting friends and relatives stayed longer than the holiday market (an average of 28 nights), but spend significantly less – an average of $1,620 while in Australia.

The shortest stays in Australia tend to be for our nearest neighbours including New Zealand and Singapore, suggesting that visitors who need to travel a longer distance will spend more time here to make the long trip worth the effort. •

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Attractiveness of the Australian TOurism & Hospitality market for international companies AUSTRALIA: A WORLD-LEADING TOURIST & DESTINATION

JOEY TEMPLIN HR manager & Business Development Manager • How long has Club Med been operating Australia? How has Club Med adapted its all-inclusive holiday villages model to the Australian market?

Club Med has proudly been operating in Australia for over 40 years and today we are the worldwide leaders in premium all-inclusive holidays. By listening to the Australian market we understand the true importance of personalisation, attention to detail, more innovation and, most importantly, in delivering an exceptional service.

• Since 2008, Club Med has put a lot of effort on its rebranding in Australia to fit the upscale strategy launched in Europe, and globally, in 2004. What is Club Med’s strategy to attract both domestic and international tourists?

Club Med are continuing to evolve our upscale offering through developing our Exclusive Collection, a range of private Villas, Chalets and 5 Trident Resorts in the world’s most coveted destinations. In February this year, we opened the Finolhu Villas in the Maldives, a collection of 52 exquisitely designed Eco Nature Villas, and plan to open many more in the next five years.

It’s important for us to not only have beautiful accommodation, but to truly look after our Gentil Membres (GMs), and give them an experience they will remember for a lifetime. Our exclusive services,

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including breakfast in bed daily and free flowing champagne from 5pm, are part of the little details that make Club Med’s Exclusive Collection so unique.

• Club Med has recently optimised its organisation in Asia with the creation of two offices to manage its activities in China and Asia Pacific. What is Club Med’s competitive advantage to approach the Asian tourism market in both Asia and Australia?

Club Med are the pioneers of the Premium all inclusive concept, and we truly do it like no one else. From the minute our GMs set foot in our Resorts, they truly feel the Club Med spirit and warmth from our multicultural Gentil Organisateur (GO) staff – and it’s something that is so unique to us and our brand.

We embrace the local culture within our Resorts; both through gastronomy and architectural design, and experiences are all taken care of within a GM’s holiday – giving them the freedom to choose how to spend their time.

What’s more, as evident in our upscale strategy, Club Med are constantly evolving to meet the needs and desires of the tourism industry. With our partners, Fosun, we are proactively seeking opportunities to deliver new and exciting experiences for our GMs

both in Australasia and beyond.

matter where they are.

• The tourism industry is even more competitive today with the arrival of online competitors such as Airbnb, online booking platforms or price comparison websites. How does Club Med face the digitalisation of the industry?

Club Med currently have a strong presence in the digital world both through our website, online booking services and our social media channels, so we are available to our GMs no matter which way they choose to communicate with us. We also are dedicated to digitising our Resorts and provide a seamless experience for our GMs. Our Val Thorens Snow Resort in France is a perfect example of this: we provide hands free ski passes for greater convenience and Wi-Fi on the slopes, so GMs can stay connected to friends and family no

• What are Club Med’s objectives in the next 5 years? Have you identified new promising areas of development in Australian regions?

Our objectives are to continue to be leaders in premium all-inclusive holidays, and to continue opening 5 Trident Villas, Chalets, and Resorts in the world’s most breathtaking destinations – which include our recent Finolhu Villas and the upcoming Club Med Dong’ao, off the coast of Macau in China.

Above all, we are committed to keeping our GMs at the heart of the Club Med experience, and maintaining that unique Club Med spirit and warmth that has led us to where we are today. •

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Attractiveness of the Australian TOurism & Hospitality market for international companies FRENCH EXPERTISE IN AUSTRALIA: ACCOR’S SUCCESS STORY

SIMON MCGRATH Chief Operating Officer

• Accor is present in 92 countries with 2,800 hotels. When did you enter the Australian market? What does it represent for Accor?

The very first Accor hotel in Australia, Novotel Sydney on Darling Harbour, opened in July 1991 almost 25 years ago. Since then AccorHotels has grown rapidly through the acquisition of management contracts and selective investment in specific hotel projects and companies. Today, AccorHotels is Australia’s largest hotel group, with over 200 hotels ranging from luxury to economy located across prime city and regional destinations as well as the country’s most popular resort locations. AccorHotels has a presence in every state and territory with well-regarded brands such as Sofitel, Pullman, MGallery, The Sebel, Quay West, Grand Mercure, Novotel, Mercure and the ibis family of brands – ibis, ibis Styles and ibis budget. A priority of AccorHotels in recent years has been to grow our franchise hotel division. There are over 70 franchised hotels in the AccorHotels network across Australia, with the company providing international branding, distribution, loyalty programs and sales and marketing support while the owners retain independent control of their operations. In 2012, AccorHotels added properties in the Ayers Rock Resort complex to our network, reflecting the company’s high profile in Indigenous tourism. In 2014, AccorHotels added the famed Crocodile Hotel and Cooinda Lodge in Australia’s Kakadu National Park, in the Northern Territory to our iconic Australian offerings, placing greater focus on Indigenous employment and engagement.

After almost 25 years of solid growth, AccorHotels is proud to be one of the Australian tourism industry’s largest employers, providing not only a job but career paths for more than 10,000 people.

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• How do you adapt your value proposition to each market, and more specifically to the Australian market? Is your French expertise always a competitive advantage?

Being part of a global hotel group adds another dimension for travellers, so that when they experience a Sofitel Luxury Hotel in Australia, they can take comfort in the fact they can expect the same high levels of service, design and product wherever they stay with Sofitel in over 40 countries. Being French-owned we certainly leverage our French heritage and take pride in the French elegance that Sofitel offers. Daily rituals, from food and beverage to polishing the Sofitel Name Plate each morning, and the evening candle lighting ceremony are all a way of embracing our French traditions while enhancing the guest experience.

• Considering the high level of competition in the tourism industry as well as increasingly demanding guest expectations, to what extent is the guest experience important to Accor’s business model?

We have an obsessive approach to customer service and the guest experience is absolutely at the core of our business. Warmly welcoming people into our hotels is what gets us out of bed in the morning and we continually strive to not only meet, but exceed our guests’ expectations. . Many businesses talk about issues such as emotional engagement, connectivity, social media and individualisation, but AccorHotels is the first hotel group in Australia to design an innovative programme which has already begun to redefine hospitality service. We have recognised that the landscape of customer behaviour has changed, and so we have empowered our teams to have the confidence and ability to animate guest

engagement in a fundamentally different way. Our staff are committed to making genuine and heartfelt connections with our guests and this really sets us apart from our competitors. We also believe that the guest experience starts before a guest arrives - at the dream, plan and booking stages of a trip - which is why we have devoted €225million into a global digital investment strategy. Through mobile technology and new digital programs we can make real connections with our guests before they set foot in our hotels. Loyalty is also an important piece of this puzzle and we remain focused on making our Loyalty guests’ experience exceptional across all stages of the customer journey.

• Asia is one of the largest sources of Australia’s overseas tourists. How does Accor manage to attract these tourists to its hotels in Australia?

We are fortunate that our international brands have a large and rapidly expanding presence in Asia, so leisure and business travellers are already familiar with our brands. AccorHotels has been quick to capitalise on the growth of inbound travel from China and India which continue to be powerhouses, along with other Asian destinations such as Indonesia, Malaysia and Singapore. In 2011, AccorHotels Australia launched Optimum Service Standards program for Chinese and Indian inbound travellers, and we now have over 50 hotels accredited to the program. Optimum Service Standards are our way of pulling out all the stops to ensure travellers from China and India are provided with the best possible service and some comforts of home. These services include Mandarin and Hindu speaking staff, translation of hotel welcome kits, business cards, area maps and inroom menus, adaptor plugs and Chinese and Indian newspapers.

Hotel mini-bars also stock special teas and country-specific items are available on the breakfast buffet. We have also introduced specific training that ensures our staff are attuned to the sensitivities and preferences of Chinese and Indian guests, so that they experience Australia in the best way possible.

receive personal recognition, but take comfort in the fact they are staying with brands they trust and love. In a tremendous achievement, Le Club AccorHotels was recently awarded four prestigious awards at the 2015 Annual Freddie Awards including; Program of the Year in Middle East & Asia Pacific/Oceania and Europe & Africa. A member vote, this accolade is testament to our hotel teams and our inexorable focus on our customers and rewarding them for their loyalty to AccorHotels.

• Accor recently announced a five-year, €225-million digital transformation strategy. What is Accor’s vision regarding its position in the next 10 years, globally and in Australia?

Further to this significant investment to transform our business in the digital arena, we have also announced a new name and identity. With our new name AccorHotels, the Group proudly upholds its hospitality business. Our aim is to increase the visibility of AccorHotels, by connecting it to its digital platform AccorHotels.com. We also have a new simple, striking and universal signature that encapsulates the generosity and the very essence of hospitality. It is a promise addressed to all our audiences - customers, employees and partners, so that they feel expected, unique and privileged: Feel Welcome. To keep pace with a rapidly-changing industry, we have set out plans to address a myriad of challenges. Our new digital strategy will see an expansion of our operational expertise to better anticipate customers’ expectations and cement our leadership position over the long term. The digital investment plan addresses the full range of digital challenges and aims to make AccorHotels the leader of a fast-changing industry, in Australia and across the globe. We are proud of our rich French heritage which sets us apart from other hotel groups. Our ambition is to become an even more widely recognised hotel group through brands such as Sofitel which brings a French elegance to the world through a collection of locations, offering guests and partners personalised service with passion, performance and excellence. •

• The number of Australian residents travelling internationally has been growing at a rapid pace in recent years. How successful is Le Club Accorhotels in increasing Australian tourists’ loyalty at Accor’s hotels all over the world?

With over 19 million members worldwide, our Le Club AccorHotels program has reinvented itself in the past two years by extending more benefits, generosity and member events to different travellers.

Proudly, one in 20 Australian’s belong to an AccorHotels loyalty program and hotels are reaping the benefits as loyalty members stay twice as often and spend up to three times as much as other travellers. Loyalty to AccorHotels extends well beyond our shores, with Australian’s preferring to stay at our hotels overseas to not only Tourism & Gastronomy

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Attractiveness of the Australian TOurism & Hospitality market for international companies

MARKET OPPORTUNITIES WITHIN HOSPITALITY & TOURISM IN AUSTRALIA

MONIQUE PONFOORT Vice President, Australasia

• PONANT opened a subsidiary in Australia just over one year ago. Can you introduce us to your activities in Australia and explain why you decided to expand to the Australian market?

Our team in Marseille foresaw the growth of cruising in this region - latest statistics released by industry group CLIA confirm this extraordinary growth. Discussing opportunities for expansion into this part of the world with Sarina Bratton, regarded as the leader of luxury expedition cruising in Australasia, convinced us that PONANT had the right balance of modern fleet and expedition experience which, when combined with French ambiance, provides a unique and appealing cruise product for Australians.

Situated in North Sydney with offices opening in February 2014, our Cruise Agency is a subsidiary of the French company PONANT, Yacht Cruises & Expeditions, based in Marseille and founded in 1988. Our prime activity is to provide high quality personal service, advice and assistance on our extensive global range of voyages available to Australian & New Zealand travellers and travel agencies.

Our modern fleet of environmentally responsible small ships, explore the globe from Arctic to Antarctic with a range of itineraries that include Asia, South America, Russian Far East, the Mediterranean, Baltic, Alaska, South Pacific, Caribbean and the sub Antarctic islands. Some voyages are relaxed cruises, others more adventurous expeditions. The choice is yours.

• PONANT offers travellers the chance to “discover the world with French chic and elegance” and is the only French company cruise in the world. Why do you think a cruise with the ‘French touch’ is so appealing?

Many cruise products are indistinguishable from the next with similar or interchangeable product offerings and destinations. PONANT takes a fresh approach that sets us apart from all other cruise products.

Our French touch: a PONANT signature that embodies France’s great shipping tradition, small ships of character flying the French flag, French chefs for 22 Tourism & Gastronomy

inspired gastronomy accompanied by inclusive fine wines, French beauty house treatments, French chic, style and luxury… this results in a certain French art of living that permeates on board.

Our passengers truly enjoy the relaxed, informal elegance of the atmosphere.

This French Touch is reflected in our choice of partners, whose expertise and passion for their field mirror our own quest for excellence: interior design by Jean Philippe Nuel, beauty salons by Sothy’s, fabrics by Pierre Frey, travel beauty from L’Occitane, the fragrant aromas of the Palais des Thés, or the perfumed atmosphere of Fragonard…

Lastly, the French Touch is quite simply that subtle blend of relaxed elegance and conviviality, the “je ne sais quoi“ that our passengers so appreciate, enhanced by the elegant authenticity of our journeys and the personality of our yachts.

• PONANT prides itself on offering an authentic French culinary experience while incorporating local products. Why do you place so much emphasis on the on board food experience?

Our emphasis on food and wine embodies the French attitude to living life well. Whether you are enjoying breakfast among friends with the horizon as special guest, a sun-kissed lunch on one of our outside decks, or a delicious dinner in the elegant setting of our gastronomic restaurants with their intimate atmosphere, this is an excellent opportunity to enjoy fine food throughout your time on board.

Every day our French chefs will take you on an aromatic voyage of discovery, accompanied by selections of fine cheeses carefully chosen by our master cheese mongers, delicious artisan breads and rich pastries created by Lenôtre, all accompanied by a selection of fine wines and completed by a superb “à la carte“ selection of grands crus that our onboard sommelier will be delighted to talk to you about.

On board, our restaurants serve an elegant, sophisticated and refined cuisine in the finest French gastronomic tradition.

We also propose barbecues as well as entertainment and themed buffets.

Our products are carefully selected, the service is elegant and discreet, and our talented chefs showcase their expertise by bringing out the very best in local flavours. You will enjoy our refined and varied cuisine, accompanied by an inclusive selection of fine wines presented by our expert sommeliers, in a setting that is worthy of the top French restaurants.

• PONANT’s fleet consists of five intimate yacht-style vessels offering a cruise experience without the crowds. Has this point of difference been helpful in establishing your business in Australia?

Our four ships are the most modern in the world, with just 122 to 132 cabins, 95% with private balcony, you are assured of intimate travel more akin to a private mega yacht than typical large cruise liner. Plus, for our more traditional passengers, our 3 masted sailing yacht, Le Ponant, maintains an important link to the traditions of cruising under sail with only 32 cabins.

The Australian market is highly competitive, so a point of difference is important in order to stand out from the crowd. These ships represent the very latest in modern luxury design and ecoresponsibility. Designed and built to operate in the icy waters of the Arctic and Antarctica (PONANT is the largest carrier of expedition guests to the polar regions), the ships are equally at home plying the Amazon River or Chilean fjords, crossing the Pacific to visit Easter Island or cruising the Greek islands.

As our ships are purpose designed for expeditions, as well as luxury,

they all feature a fleet of Zodiacs, perfect vessels for exploration.

Zodiacs provide an excellent mode of transport to quickly and efficiently convey guests from ship to points of interest - perhaps for snorkelling, to land on an iceberg or enter a flooded caldera.

The integrated marina platform at the back of each ship skims the water, inviting you to swim, enjoy some water sports, board Zodiacs… another point of difference really important for us.

Being small ships we are able to venture where large ships simply cannot go. Transiting the iconic Corinth Canal being one example, and a shallow draught allows the captain to get as close as possible to beaches, islands and rivers for exceptional experiences and moorings, and that’s what Australians want to experience!

Our Australian and New Zealand guests also appreciate the informal atmosphere onboard, able to visit the bridge to see the operations of the ship, speak with the captain and officers, discuss the finer points of expedition itineraries with members of the expedition team or the finer points of wine selection with the sommelier - this all adds up to an involving and memorable travel experience.

• PONANT offers cruises in an extremely wide range of glorious destinations such as polar regions in Antarctica and the Arctic, cultural countries like Mediterranean and Asia, as well as tropical paradises in the Caribbean, Australia or Pacific Islands to name a few. What makes these cruises unique?

PONANT offers a selection of cruises to suit most tastes. Relaxing cruises in popular areas that include the Mediterranean and Aegean,

Tourism & Gastronomy 23

Caribbean, Northern Europe and Alaska are balanced by a range of expedition itineraries. These are more adventurous, yet no less luxurious, exploring the far reaches of Kamchatka and Kuril Isles, crossing the Northwest Passage, venturing far up the Amazon and Orinoco rivers or, closer to home for Australian and New Zealand travellers, the Spice Islands and a voyage to the sub Antarctic islands.

Our small ships offer opportunity to moor closer to shore, access shallower waters, launch the fleet of Zodiacs to transit ashore to visit a remote village, explore the upper reaches of a small river or beach on a coral cay.

Voyages designated as expeditions all have a professional team of qualified marine biologists, historians, ethnologists, naturalists or other voyage-appropriate lecturers onboard as part of the Expedition Team to help enhance the experiences onboard and ashore, providing insight into geological, cultural, fauna and flora and historic aspects of each destination. On these expeditions, the Captain may decide to change course to better follow a pod of whales or hold position to view an active volcano.

On our luxury yacht cruises, in the Mediterranean for example, there are guest lecturers onboard to provide interesting background relevant to the points of interest along the way. On shore we work with the best available guides with local knowledge to ensure the best possible access to sites and insider information for stimulating experiences.

The uniqueness is a combination of French ambiance with an outstanding fleet of ships and extensive range of itineraries.

• Which cruises/destinations appeal the most to Australians?

With one year of operations in Australia we have seen that there has been great interest in PONANT voyages to the traditional destinations of the Mediterranean and northern Europe - our Baltic voyages are proving a popular way of seeing the highlights of St Petersburg as we spend three days in port.

As the largest operator of Antarctic and Arctic cruises (we have three ships positioned in Antarctica this coming season) we have attracted a great deal of interest through our new Sydney office and this, in turn, has helped generate interest in our voyage to the Arctic and Alaska as well.

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The visit of L’Austral to Australia in January and February this year allowed us to present the ship to over two thousand travel agents and potential clients - this has generated enormous reaction and we have seen a big increase in requests for information across all our voyages with numerous forward bookings for our next season of visits to this part of the world late this year when we have Le Soleal venturing through Asia, southward to Australia and New Zealand with voyages that include New Guinea and the Solomon Islands. For those who appreciate the concept of cruising ‘near to home’ these voyages have sold very well. 2016 will see L’Austral in the Pacific with voyages to Tahiti and Easter Island so we expect that too will attract a lot of attention.

Le Ponant, our sailing ship, has been very popular just recently with a themed golf cruise in the Caribbean as well as interest in her classic voyages in the Mediterranean from Nice and Marseille.

In summary, the Mediterranean, polar voyages, Asia and Oceania attract the most sales currently however the other destinations are now attracting a lot of sales so we anticipate a wider spread of sales during the latter part of 2015 and into 2016 as people learn of the diverse range of destinations and itineraries available.

• How popular are PONANT’s themed cruises?

We have mentioned the sell-out golf cruise but we have other themed voyages specifically designed to appeal to special interest groups as well. These include special music themed voyages, family voyages (where greater attention is focused on the needs of younger voyagers) and, being French, of course we have gastronomic cruises that are proving popular with Australians inquisitive to expand their knowledge of food and rediscover ‘old world’ wines. On these voyages, outstanding Michelin-starred chefs and the rising stars of the future in French gastronomy will take over L’Austral’s kitchens and share their talents during a weeklong cruise of culinary discoveries.

On the menu will be gala dinners and cooking demonstrations presented by the chefs, who will reveal their little secrets. And what would fine dining be without fine wines? The world’s best sommeliers will also be conducting tastings and talks about wine and whisky, and to choose just the right chic bottles and unexpected discoveries to accompany each of your meals. •

2015 Food & Wine Tour to France Alsace & Les Vosges 18 - 29 September

Travel with a French Chef!

Tour Brochure or more information contact: Chef Christophe or Josephine Gregoire Le Très Bon Restaurant, 40 Malbon St Bungendore NSW l T 02 6238 0662 l info@letresbon.com.au l www.letresbon.com.au

Attractiveness of the Australian TOurism & Hospitality market for international companies

MARKET OPPORTUNITIES WITHIN HOSPITALITY & TOURISM IN AUSTRALIA

MARGY OSMOND Chief Executive Officer

• Tourism and Transport Forum (TTF) is a nationally industry group for tourism, transport, aviation and investment founded in 1989. What achievements in enhancing tourism and transport networks in Australia are you most proud of since your inception?

TTF was established in 1989 to provide a strong voice for the tourism, transport and aviation sectors across Australia. Since our inception we have fought for government support for these vital industries – which together form a major part of our national economic output – and have argued successfully for a range of positive outcomes, including the construction of a third runway at Sydney Airport and new exhibition and convention spaces around Australia.

Recent achievements include our work to support the construction of a new airport at Sydney’s Badgerys Creek and securing increases in tourism marketing funding. We have also been successful in arguing for visa reform for Chinese visitors and for investments in critical infrastructure projects like Sydney’s CBD and South East Light Rail Project and the new 66km Sydney Metro rapid rail links.

• Drawing on your extensive research and wealth of experience, which Australian city would you view as the most tourist-friendly? How do the infrastructure and transport services elevate this city above others?

Australia offers a great and diverse experience for visitors, with each major city excelling in different and unique ways.

For example, Brisbane has led the way on integrated ticketing, with the introduction of a tourist smart card allowing for unlimited travel on the public transport network for a set period as well as discounted entry to local attractions.

In Sydney, construction is underway to create a new world-class exhibition and convention precinct that – when completed in late 2016 – will offer some of the best facilities for business events in the Asia-Pacific.

Melbourne has traditionally set the benchmark when it comes to marketing, major events and cultural tourism, and has experienced phenomenal visitor growth over the past few years, although other States have since followed their lead.

Hobart has achieved international recognition since the opening of the groundbreaking Museum of Old and New Art (MONA) and Tasmania is currently leading the way in sustainable tourism development in national parks.

In Perth, visitors can take in some of the finest sandy beaches in the world or head south for whale watching and wine tours at the Margaret River.

I could go on; however, I must point out that Australia is so much more than our major cities! Our regional areas offer diverse and authentic experiences that cater for all types of visitors. From Uluru and the 26 Tourism & Gastronomy

Outback to the beaches in Broome, there are fantastic places to visit throughout the country. With so much to see, explore and discover, it is little wonder so many people are keen to visit Australia.

• Your 2014 report Better Public Transport, Better Productivity acknowledged the vital economic role that better transport networks can play in a modern economy. What priorities do you identify for making transport networks easier for tourists in Australia?

A well-functioning transport system is not only vital for economic productivity, it is also fundamental to the visitor experience.

Most tourists connect with a city through the public transport network. A good experience helps our cities present themselves as modern and well-functioning, which in turn helps attract more visitors.

Therefore, making it easier for tourists visiting Australia to use our public transport networks should be a priority for all governments.

The first step has to be an acknowledgment from governments of the importance of integrating transport and tourism planning. The NSW and Queensland Governments are working on such a plan (following calls from TTF) and it is encouraging to see other states now adopting the same approach.

There is a range of other ways to make our transport networks easier for tourists, including introducing special visitor-only transport tickets that allow unlimited travel on public transport and access to cultural institutions like museums and art galleries, and other visitor attractions.

We can also improve the transport networks for tourists in Australia by introducing clearer wayfinding and signage. This is already happening in Brisbane, where multi-lingual signage has been installed in areas frequented regularly by tourists.

• Transport from the airport to the city is undoubtedly one of the most important services for tourists. Do you think the current airport transportation options in Australia are adequate? How could they be improved?

Airports are often the first impression a visitor gets of a country, so it’s vital the experience at our airport, and the onwards journey is made as easy, pleasant and convenient as possible.

While our airports offer a high quality of customer service, it is important this is supported by quality transport options to and from the airport. This includes transport by car, taxi and in particular, rail and bus. For example, Sydney and Brisbane airports have great public transport connections, and a new link to Perth Airport will soon commence construction.

In Sydney, the second airport at Badgerys Creek will be constructed in the coming years, and it is important governments build appropriate transport infrastructure to service this hub. While we are

seeing a substantial investment towards improving the surrounding road network, effort needs to be made to connect the new airport to the existing rail network. This will ensure easy access not only for passengers, but also for the thousands of people who will work at the airport.

• The number of international tourists coming to Australia is increasing each year, heightening the need to equip cities with the necessary infrastructure to accommodate for the increase in tourists. In your opinion is enough progress being made to cater for this influx?

As the Australian economy transitions away from manufacturing and the end of the mining investment boom, industries like tourism have the greatest potential to create prosperity and jobs for the future.

The rise of Asia also provides Australia with an enormous opportunity in this space. With the number of Chinese citizens taking overseas trips expected to break 100 million again this year, tourism can convert these opportunities into income and jobs in every part of the country.

Given this, it is important for governments across Australia to invest in demand-driven infrastructure to help support the industry, and attract and accommodate more visitors.

We also need to make it easier to invest in Australia. All levels of government need to cooperate and coordinate to reduce green and red tape, and remove regulations that hinder, rather than promote development, especially with regards to visitor accommodation.

With our network of national parks and diverse environments, nature-based tourism is an area of great potential for Australia. By allowing greater private investment in and around national parks we could improve the visitor experience, attract more visitors and better preserve our wonderful natural assets.

A key priority in growing our share of Chinese visitors is to make visiting Australia easier and the visa system plays a big part in this.

Following calls from TTF, the Commonwealth Government recently introduced three-year multiple-entry visas for Chinese visitors and introduced online application forms. This is a positive step; however, there is still room for improvement on the cost of visa application fees for Chinese nationals.

With the rest of the world fighting hard to secure a greater share of Asian and Chinese visitors, we must redouble our tourism marketing efforts. Australia is a marvelous visitor destination, but it’s important we are getting the word out through innovative and well-funded marketing campaigns.

• How does Australia’s infrastructure and transport options compare to the dynamic ‘global cities’ with enormous appeal to tourists such as London, New York and Paris?

London, New York and Paris all have public transport systems that are high-capacity, high-functioning and above all else, iconic. This makes these destinations competitive, allowing visitors to move around efficiently and experience more.

Australia has iconic public transport, whether it is Melbourne’s trams or Sydney’s ferries, but there is still room to grow in terms of capacity and accessibility.

For these reasons (as well as the economic imperative), we have been vocal in calling for the introduction of integrated tourism and transport strategies and for greater investment in Australia’s public transport network. This includes better infrastructure, with rail lines to major airports and visitor precincts, as well as services that are easily accessed by visitors, including multi-lingual wayfinding and visitor smart card ticketing.

• Asian tourists account for a large slice of tourism traffic to Australia and their interest continues to grow. Can you identify any initiatives you have taken or any specific infrastructure or transportation projects which have may have better facilitated travel between Asia and Australia?

On the raw numbers, Australia is seeing ever-increasing numbers of Chinese visitors. In fact, every year we have more than 700,000 Chinese visitors comes to our shores.

However, while Australia has experienced strong visitation and expenditure growth from China, other competitor destinations like the United States and Canada have even higher rates of growth.

With more than 100 million Chinese nationals travelling internationally in the last year, there is enormous potential for Australia to grow its market share.

Tourism & Gastronomy 27

Attractiveness of the Australian TOurism & Hospitality market for international companies AUSTRALIAN TOURISM IN FRANCE: A GROWING OPPORTUNITY

PATRICK BENHAMOU General Manager

• 1.2 million Australian tourists visited France last year.

Why is France such an attractive tourist destination for Australians? How significant is their economic impact for tourism operators in France?

Tourism has always been important to France, from the first Michelin touring guides to the multimillion euro business it is today. France has retained its place as the most popular country to visit in the world, but attracting new markets is key to this. Australians are no longer an emerging market; with over one million Australians visiting each year, it is a very mature market. Despite being 16,000km away, Australians are the ninth largest inbound travel market for France, contributing almost 1 billion euros into the economy. Australians are also incredibly valuable to the industry, because of their travel patters; they tend to travel longer, spend more per day and visit in the lower seasons, helping to sustain tens of thousands of small tourism businesses across France.

• Atout France is the official French tourism development agency aimed at promoting France to tourists around the world. How do you promote France to Australians and is this different from how you would endorse it to people of other countries?

There are some market specifics to the Australian market, but much of it is leveraging France’s traditional appeal of high quality experiences, fashion and gastronomy. We have the scenery, but on top of that we have unique product in wineries, in shopping and in charming cities that other countries do not have. Some of the unique aspects of the Australian market are things like apartment hotels, which Australians use more than other nationalities, or car leasing and rail pass options unavailable to European travellers. We work with travel agents ad wholesalers to ensure Australian market specifics are easy to sell to customers.

• Australians are extremely passionate about food and have access to varied cuisines and high quality local products.

Is the French gastronomic experience a large reason for Australian tourists visiting France?

The gastronomic experience is a large reason for anyone to visit France. But the Australian explosion in culinary arts and food experiences has catapulted France into pole position. The appreciation not only of fine dining, but of the role food plays in culture, which is now very central to Australian identity and this translates into Australian’s travel expectations. France has a great story to tell in sourcing fresh local produce and this also resonates with Australians’ growing interest in sustainable food movement.

• France offers many food and wine experiences, historical architecture, natural landscapes and cultural events. Do Australian tourists tend to pursue one or many of these experiences? What type of activities and destinations are most appealing to Australian tourists?

What is particularly appreciated by French tourism providers about the Australians visiting is that they will combine many different aspects into one trip. So they will be some sightseeing of the major sites, but also visits to museums, art galleries and churches. Then the next day they may drive to the countryside, taking in a vineyard and the the countryside before staying in a small gîte somewhere.

Many also like to anchor their visits around historical events, such as the events on the Western Front 100 years ago to remember their forefathers during a wider itinerary.

28 Tourism & Gastronomy

• Australia has one of the wealthiest populations in the world and therefore represent an attractive market segment for luxury hotels and boutique accommodation in France. How does Atout France take advantage of this?

France invented the luxury palace style accommodation and recently added a new category in its star rating system to officially recognise this for the first time. It’s like the sixth star and it is reserved for the truly luxurious hotels, châteaux and lodges that are found all across France. It is not just opulence for the sake of it, but rather the personal touch that guests demand. The attention to detail at such palaces is their key selling point, ensuing that guests are left wanting for nothing.

• Describe a typical travel itinerary for Australians who come to France.

There is no typical Australian itinerary to France because there is no typical Australian. The Australian market is a very sophisticated market that knows France incredibly well. The repeat visits

by Australians is at an all-time high, so it is no longer the taster tours of 20 years ago. Inevitably most trips will include Paris, but Champagne, Burgundy and the Côte d’Azur are all popular. But this year with the opening of a new high-speed rail line to the east of the country, we are expecting many Aussies to jump on board the TGV and head to Alsace. •

Tourism & Gastronomy 29

www.raileurope.hk

ENJOY FRANCE, TRAVEL BY TRAIN !

ÉQUIVALENCE PANTONE

TYPOGRAPHIE TRIANGLE BASELINE

DÉGRADÉ CYAN + MAGENTA + JAUNE PANTONE Process Cyan C

www.raileurope.jp

FÉVRIER 2007

Rail Europe is the leading distributor of European rail products worldwide.

Its range of products includes passes for single or multiple countries as well as point-to-point tickets and reservations.

Types of rail products available : - Point-to-point tickets: single or return ticket from one city to another - Rail Passes: they offer unlimited travel in a specific region, during a set time frame and are usually the best value for money if the itinerary includes 3 journeys or more - Reservations: they guarantee the traveller a seat during their whole journey and are mandatory on high speed, scenic and night trains For the best pricing be sure to book in advance of your trip at www.raileurope.com.au

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Attractiveness of the Australian TOurism & Hospitality market for international companies AUSTRALIAN TOURISM IN FRANCE: A GROWING OPPORTUNITY

INGRID KOCIJAN Manager Australasia

• Rail Europe is the Number 1 distributor of train tickets in Europe. How does Rail Europe manage to differentiate itself from its competitors?

Rail Europe provides a one stop shop for consumers to purchase all European rail tickets from one website using our online distribution system. It means there is no need to purchase from many different carriers, you can purchase in AUD & you have access to our Australian based customer service & ticketing team for any enquiries before or after the purchasing process.

• There is a broad range of options to travel in Europe, from buses to planes, with some highly competitive offers from low-cost providers. What are the main advantages of travelling by train?

Train travel allows you to travel from the middle of one city to the next. Therefore eliminating the need for lengthy & expensive airport transfers, security & check-in delays & waiting for your baggage.

You can relax on board, enjoy a glass of wine, watch the world pass by your window or even read a book. You also don’t have the traffic issues you might experience with buses & cars. Trains are how the locals travel around Europe so why wouldn’t you do the same!

• Australian tourists are the second biggest buyers of Rail Europe tickets after American tourists. What are the main characteristics of Australian tourists that make them more valuable compared to other tourists?

Australian Tourists are what we refer to as mature travelers. They know what they want, they travel often & they travel independently.

They are always looking for new experiences and we at Rail Europe love that. Train travel can offer Australian tourists the opportunity to not only travel between major cities in Europe but also get off the beaten track and visit places they might not otherwise see.

• Is there a typical rail itinerary in Europe for Australian tourists? What are the most attractive destinations for these visitors?

Actually there is no real typical itinerary. That’s what is so special about Australian tourists. They all want to try something different. In saying that however our most popular service is definitely Eurostar between Paris & London or V.V plus of course Australians have always loved visiting France!

• What advice would you give to Australian tourists visiting Europe by train? Are there any pitfalls to avoid?

Always book as far in advance as possible. Most European trains works similarly to low cost airlines in that the further out you book the cheaper the ticket will be. Trains usually open for reservations between 90 -120 days in advance (except Eurostar which we open a minimum of 6 months in advance). So we always recommend to book as soon as you know your dates to ensure the best possible fares.

• According to you, how will Australian tourism in Europe, and more specifically in France, evolve over the next 10 years?

We are already seeing Australian Tourism in Europe evolve and I believe over the next 10 years it will continue along the same lines.

Australian travelers will become even more independent. They will be looking for unique experiences & untouched destinations. This means more Australians will travel to single countries in Europe for longer periods of time. They will be looking to base themselves somewhere rather than constantly moving around. So I believe we will see more Australians discovering regional areas of France which is absolutely perfect for train travel. Allowing people to travel with ease from one city to the next is exactly what Rail Europe do best! •

Tourism & Gastronomy

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New Grastronomy Trends

OVERVIEW OF THE CURRENT GASTRONOMIC TRENDS IN AUSTRALIA

JACQUES REYMOND Head Chef

• You have been a constant presence in the Australian restaurant scene for decades. How has the culinary landscape in Australia developed in that time, and how do you see it developing over the next 10 years?

The culinary landscape in Australia has changed dramatically in the past 15 years. By the fact that Australians have been travelling a lot overseas, discovered other cultures and cuisines, and come back with an appetite of new culinary experiences.

This has also been impacted by our chefs and restaurateurs gaining overseas experiences and returning with new learnings, greater access to new and more ingredients and a knowledge and discovery of how to use all this, paired with new kitchen technology.

Over the next 10 years, the same phenomenon will become bigger and better for our level of cuisine.

• How strong is the Australian appetite for French food and wine? In what ways have you taken advantage of this?

Australians have an appetite for every type of cuisine. French cuisine is not the most popular in this country, as it is expensive to produce but it is to the taste of our locals.

In our Bistro and our Hotel, we buy the best and freshest local ingredients to provide the simplest and most palatable French cuisine. We view this as an adaptation of French cuisine to the desires and understanding of the Australian audience.

• Your feted restaurant Jacques Raymond opened in 1989 and operated for 24 years. Bistro Gitan and Hôtel Gitan opened in 2011 and 2014 respectively both to great fanfare.

How have you managed to maintain the popularity of and genuine interest in your dynamic businesses to retain loyal patrons and attract new ones?

In our first restaurant, Jacques Reymond we were the first to introduce the degustation menu, as well as the first to present a full vegetarian offering. Along with this, was a continuous innovation from new product discoveries from my suppliers, new techniques and pushing myself and my team to do better each day.

Bistro and L’Hotel Gitan are both very popular venues as we provide patrons French food adapted to the Australian palate at reasonable prices and of high quality.

32 Tourism & Gastronomy

“WE HAVE ADAPTED THE AUTHENTIC FRENCH FOOD AND SERVICE EXPERIENCE TO THE LOCAL MARKET AND THIS HAS BEEN ONE OF THE REASONS OF OUR SUCCESS”

• The interest in fine dining in Australia has grown exponentially, as illustrated by the plethora of cafes and bars in hidden laneways in Melbourne and Sydney’s waterfront venues. How do you think Australia’s thriving culinary scene has impacted tourism?

You will always attract a higher quality of tourist if your country has a reputation for the level of quality of its cuisine and wines. It attracts tourists for a special trip just to dine out from the Asia Pacific region.

The recent support of Tourism Australia with the restaurant Australia campaign has also been a great help, communicating the caliber of hospitality we have here that is highly varied and world class.

This is further supported by the industry’s acceptance of using PR companies (like my daughter’s) to promote globally what we are doing.

• How important is maintaining an identity and reputation as providing an authentic French food and service experience in attracting local patrons and tourists to your restaurants?

We have adapted the authentic French food and service experience to the local market and this has been one of the reasons of our success as well as the quality and stability of our staff and the partnership and huge energy of all the whole Reymond family.

• Coupled with a booming dining scene, Australia also produces many high quality food products and an extensive amount of wine. Do you think the prospect of sampling these products and visiting the places they are made is alluring to tourists?

Yes, definitely, the better your product is, the more successful you’ll become. •

Tourism & Gastronomy 33

New Grastronomy Trends

LA CARTE DES VINS: FRENCH VS AUSTRALIAN WINES

VIVE LA DIFFERENCE IN WINES! FEATURED ON THESE PAGES ARE A SELECTION OF FOUR TYPES OF WINES FROM WINERIES AND WINE IMPORTERS CANNIBAL CREEK, CHAPOUTIER, DISCOVERVIN, SINGLE VINEYARD SELLERS AND SUTTON GRANGE. THE FOLLOWING COMPARISONS MADE BETWEEN AUSTRALIAN AND FRENCH WINES OFFER AN INSIGHT INTO THE WINE MARKET IN AUSTRALIA AS WELL AS REVEALING HOW CERTAIN IDIOSYNCRATIC FEATURES MAKE THESE WINES UNIQUE.

Chardonnay CANNIBAL CREEK CHARDONNAY 2013 (AUS)

GRAND SUD CHARDONNAY (FR)

RRP: $28 Barrel fermented in French Oak and matured for 10 months using partial malolactic fermentation, this Chardonnay delivers apricots and almond with ripe peach characters on the nose. This is integrated nicely with the natural acidity of the wine and the subtle notes of honey on the palate. The 2013 vintage was awarded gold at the Canberra Small Vignerons Awards in 2014 and been selected for the 2015 Winewise National Championships.

RRP: $12.99 The nose of this wine is very expressive, it gives off a wide variety of aromas, including citrus, white peach, acacia flowers, and buttery notes.

The palate is fresh and harmonious, developing some mid- palate weight supported by flavours ranging from lemon zest to exotic fruits.

34 Tourism & Gastronomy

The Grand Sud range of wines is sourced mainly from vineyards in the Languedoc region in the south of France. It is packaged in 1L bottles, a size virtually unseen in Australia until SVS began to import them.

Sauvignon Blanc CANNIBAL CREEK SAUVIGNON BLANC 2014 (AUS)

CHÂTEAU DE LA BOUYÈRE 2013 BORDEAUX BLANC (FR)

RRP: $28 Our Sauvignon Blanc has been compared to the best from the Malborough region.

This vintage boasts an aromatic blend of ripe lime, strawberry and passionfruit, with a textural and vibrant minerality to the length and finish.

It recently claimed top gold at the Gippsland Wine Show in 2014.

RRP: $22.50 A stylish Bordeaux blend of Sauvignon Blanc and Semillon so perfect with Asian food, has consistently been a DiscoverVin success, holding its own against New Zealand Sauvignon Blanc, that is still the top selling white wine variety in Australia.

When reordering the Bouyère, sommeliers tell of return customers asking for “that French white we had last time”.

Australian wine scene “Boutique wines like ours are attracting attention as Australian consumers become increasingly interested in provenance and quality. The Australian scene was traditionally all about big fruit, tannins, residual sugar and high alcohol. As our palates get more sophisticated, people have started to appreciate the subtleties of what they are drinking and how it complements food. Australians are seeking out the complete food and wine experience. Despite the glut of big name, cheap brands out there, consumers are seeking the story behind the wine and are more willing to pay a fair price.

As the Australian scene matures it’s interesting to compare it to the French industry, which has had centuries to balance its tightly controlled appellations. In our young industry, many vineyards build on traditional knowledge with new and exciting ideas. Introducing regulation might benefit the national scene by increasing overall wine quality and assuring the industry’s profitability. However the lack of rules encourages flexibility and innovation.”

Kirsten Hardiker, Cannibal Creek

A Taste of France: New discoveries from the Old World Australia has been producing wine from the early 1800s with the first commercial vineyards using pre-Phyloxera vine stock from Europe. Over the centuries it has developed globally popular ‘new world’ wine drinking styles that are born of Australia’s varied climate and geography to become the world’s fourth largest wine exporter. Even with its comparatively small population, Australians have become the twelfth highest consumers of wine in the world, and patriotically most of that is Australian wine.

In recent years, discerning consumers have re-embraced the ‘old world’ wines and followed the trend of looking to grape varieties and regions less known. Boutique Australian importer of French wines, DiscoverVin is riding that wave.

Rosé TOURNON MATHILDA ROSÉ 2015 (AUS)

DOMAINE DE LA CROIX IRRÉSISTIBLE AOC COTES DE PROVENCE 2013 (FR)

RRP: $20.00 A French style of rosé made from Grenache, this is benchmark rosé, totally dry and light in alcohol. A perfect aperitif or with summer salads.

RRP: $29.90 Made from Cinsaut (40%), Grenache (30%) and Shiraz (30%), this rosé has a quite leafy Cabernet nose which follows through on the palate. Nice structure and concentration. More mineral than full-on fruit flavours.

“We have done the hard work to select the best value wines from the best producers and often independent producers. We import French wines that we know Australian wine drinkers will love. We focus on wines that offer authentic French flavour and impressive quality, together with value for money and represent them exclusively. In addition to atypical classic regions we have sought some of the best and most representative wines from areas known predominately to French connoisseurs such as Jurançon, Madiran and Cahors. Other South West region wines we carry include: Bergerac, Bordeaux, Fronton, Gaillac, Monbazillac, Saint Mont, Pecharmont, Pacherenc Du Vic Bilh.”

“The devastating 2003 European heat wave has been reported as the catalyst for the beginning of soaring consumption of rosé in the Northern Hemisphere. The sunny Australian climate combined with the global push of The Rosé Revolution summer campaign has exponentially lifted rosé production and consumption in Australia in recent years. The invigorated demand for better quality, drier style rosés has seen DiscoverVin’s rosés, Domaine de la Croix Irrésistible from Provence and Château La Rayre from Bergerac consistently among the company’s top 10 selling wines.”

Craig Underhill, Discover Vin

Craig Underhill, Discover Vin

Shiraz TOURNON SHAYS FLAT VINEYARD SHIRAZ 2012 (AUS)

GRAND SUD SHIRAZ (FR)

RRP: $12.99 A single vineyard wine from Victoria’s Pyrenees wine region, this shiraz has a dark red colour with a complex nose of black fruits (cherry, blackberry) with hints of tobacco and spice. Aged in old French oak barrels for 12 months, the tannins are well integrated and silky smooth. Age for 5+ years.

Great match with Angus steak.

RRP: $12.99 This Shiraz has a dark ruby red colour with garnet hues.

His nose is rich with warming notes of dark plum, cassis and blackcurrant.

The palate is medium bodied style with white pepper and clove spices along with dark black fruits and a short length.

From wine to cocktails: MAiDENii vermouth “In 2011, my encounter with Shaun Byrne and Vernon Chalker from Gin Palace gave rise to a new project, MAiDENii vermouth.

This is the first vermouth to be produced with native Australian botanicals.

Vermouth is a fortified wine where botanicals add to the complexity of the flavour. Along with the use of indigenous botanicals, MAiDENii’s point of difference is the care taken in the production of the single vineyard base wine from Heathcote - a high quality wine region.

This new wave vermouth range is expressed in three different styles: the Dry for mixing your Martini, but also proving very popular neat; the Sweet as a mixer making your Negroni even more satisfying, and finally the Classic designed to be consumed neat as you would a sherry.

The renaissance of vermouth coincides also with the rise in interest in the world of cocktails. And just as a chef will spend a lot of time and energy researching the best produce, we now see bartenders looking for the finest of ingredients.”

Gilles Lapalus, Awarded Best Aperitif in Cocktail Spirit 2015, Paris

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New Grastronomy Trends

FRENCH TOP SELLERS: FINE SELECTION OF GOURMET PRODUCTS

CHANGES IN AUSTRALIA’S GASTRONOMY Gastronomy in Australia has evolved significantly over a short space of time. As recently as 30 years ago, focus was purely on the local produce. With such a diverse land and varied climate, came an extensive range of excellent produce. Whether it was lamb and beef from the cattle farms; seafood from the exotic coastlines or vegetables and fruits from the vast farmlands, the produce available in Australia then (and still today) rivalled any from around the world. This lead to produce being the primary focus of Australian Cuisine at the time.

With the increase of immigration throughout the 80’s and 90’s came an exposure to a variety of cuisines and different flavours.

As the new ‘Aussies’ arrived in Australia, they brought with them their flavours of the world, which remained in their hearts and evoked so many memories.

As these new flavours became more available, gastronomy in Australia began to change, quickly evolving into the sophisticated and world renowned cuisine that it is today.

With a diverse culture and demographic emerging in Australia, food and cuisine from around the world became more readily available as the importation of products began occurring regularly.

Despite enthusiasm to replicate some of these imported products locally, some products simply could not (and still cannot) be replicated which also drove increases in imports.

“A Taste of Paris” Force 5 Imports is a company driven by the love a gourmet food.

We are dedicated to introducing and connecting French artisan producers with Australian consumers. We import from France some of the finest French gourmet food. Our selection is produced by French artisans with amazing artistry!

OUR PRODUCTS – SURPRISING AND … DELIGHTING! Our Collections of products really add something special, unique and elegant.

We are working very closely with our suppliers to reach this exceptional quality. Only artisanal producers can offer you this level of products in terms of quality and visual.

If the sound of gold-flecked truffle mustard, Gold Himalayan Salt, Gold Sugar…Organic Black Truffle Mustard & Black Pepper intrigues you, then you really need to take a look at A Taste of Paris’s incredible range of gourmet French fine foods.

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New Grastronomy Trends

A COUNTRY OF “FOODIES”: AN ANALYSIS OF AUSTRALIAN’S GROWING CULINARY CULTURE

MARK DORRELL Chief Judge

• Australia has a thriving restaurant scene with many existing guides. How does Gault & Millau differentiate its guide from existing Australian publications?

Gault&Millau restaurant guides are published in 11 countries, and because each of these countries uses similar criteria in the reviewing process, we are able to benchmark the performance of Australian chefs and restaurants in relation to their global peers. No other Australian restaurant review guide can benchmark on a global scale and we embrace our international connections to promote the Australian restaurants and chefs.

• Gault & Millau is one of the most trusted brand names in Europe with restaurant guides produced in Germany, Italy and the Netherlands to name a few. How will Australia’s culinary scene benefit from your unique point of view and expertise?

Because it’s internationally recognised, a Gault&Millau hat rating enables chefs and restaurateurs to travel the world and be instantly recognized for their culinary achievements. In Europe thousands of readers have come to trust the Gault&Millau rating system over many years, and now Australian restaurant goers can trust the same scale when deciding where to dine.

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• The first Gault & Millau Australian Restaurant Guide was released in 2014. As new entrants into the Australian food scene, how do you think French food and wine are perceived in Australia?

Australian diners are sophisticated and well-traveled, and they are regularly exposed to French (and French-influenced) cuisine and wines – and given that Australia’s French restaurants and Frenchtrained chefs are so highly patronised, our restaurant goers clearly appreciate fine French cooking. Interestingly there are more French Restaurants in Melbourne and Sydney today that there were when we published our fist guide (2014) in 2013.

• Armed with the most upto-date information obtained through completing a wide range of reviews of Australian restaurants, can you identify any current food trends in Australia which are influenced

by France?

Like French chefs, Australian chefs are working harder to better understand both local and international produce – and to take account of seasonality and sustainability – which enables them to use the freshest produce, make the most flavoursome and harmonious pairings and apply the best techniques in order to present diners with outstanding fare.

It is true that consumers all over the world are becoming more aware of sustainability and respect for produce than ever before, chefs who share this interest are, in most cases, enjoying the commercial benefits.

• The guide currently reviews restaurants solely in Melbourne and Sydney. Why were these two cities chosen and do you anticipate other cities being included in future publications?

Melbourne and Sydney were chosen because they have the highest densities of both population and restaurants within Australia.

However, we are keen to ‘spread our wings’ throughout Australia in the coming years, so that we can showcase the unique culinary contributions of other centres and regions.

• Upon completing your first ever Australian restaurant guide, what differences did you discover between the Australian and European culinary scenes?

In Europe, it has long been common for chefs to work and form solid relationships with particular local producers. Australia’s top-rated chefs are now beginning to embrace this practice, with the most passionate chefs of smaller restaurants following suit.

Australia also needs to recognise that the goodwill generated by talented front of house’ staff whom can make or break a restaurant.

In Europe such team members receive higher accolades and more respect within the industry. •

Tourism & Gastronomy 39

References

• Australia’s International Tourism Industry, Australian Government Productivity Commission Research Paper, February 2015 • The changing face of Australian tourism, IBISWorld, December 18th, 2014 • Tourism Australia Annual Report 2013-2014 • Tourism Australia, France Market Profile, 2014 • Tourism Australia, New tourism campaign puts focus on food and wine experiences, May 2014 • Tourism Research Australia, State of the Industry 2014 • Tourism Research Australia, international visitors in Australia: December 2014 Quarterly Results of the International visitor Survey • Tourism in Australia Industry Report, IBISWorld Travelling well: Australia will remain a popular holiday destination, boosting industry revenue, October 2014 • Building the Lucky Country #3: Positioning for prosperity? Catching the next wave, Deloitte, 2014

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SMART, SUSTAINABLE &EFFECTIVE: THE COMPETITIVE EDGE DRIVING AUSTRALIA’S SMART CITIES WED. SEPT.

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TRADE INVESTMENT

Calendar of Events

10 July NSW

10 July WA

14 July WA

17 July QLD

Bastille Day Champagne Breakfast

Business Seminar Visas & Taxation

Bastille Day Celebration

Bastille Day Business Breakfast with John Buchanan

SA Bastille Day Lunch

USTRALIA

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Economic Outlook with Paul Bloxham, Chief Economist @ HSBC

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Tour de France Lunch Y PROUDL STR Y

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12 August VIC A

Business Seminar - Share the success of our French Franchises in WA

24 July VIC

DU

22 July WA

IN

18 - 19 July VIC

PR

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12 August Wa

16 September NSW

3 October WA

17 October VIC

Business Seminar - How to protect, manage & develop your company with IT

• Smart, Sustainable & Effective: the competitive edge driving Australia’s smart cities

Gala Dinner “Paris 1915”

Gala at Chantilly

26 November VIC

• National Business Awards

23 November NZ

25 November NSW

26 November VIC

A Taste of French Terroirs Trade Mission

A Taste of French Terroirs Trade Mission

A Taste of French Terroirs Trade Mission

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Business Services

As a member of CCI France International, The French-Australian Chamber of Commerce and Industry (FACCI) offers a comprehensive range of business services and communication tools to provide you with the necessary infrastructural support should you be looking to expand, find new commercial partners, or establish your business in Australia and France.

BUSINESS DEVELOPMENT

Evaluating your potential and finding the best possible partners for your company.

SETTING UP A BUSINESS

FACCI benefits from an extensive network of professional members and service providers specialised in the procedures in setting-up a business in Australia or in France (chartered accountants, immigration agents, business lawyers).

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As a member of CCI France International, the French-Australian Chamber of Commerce and Industry (FACCI) offers a comprehensive range of business services and communication tools to provide you with the necessary infrastructural support should you be looking to expand, find new commercial partners, or establish your business in Australia and France.

The Chamber provides domiciliation services to any company wishing to establish themselves in Australia.

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FACCI publishes regular market reviews, sectoral sheets, and France-Australie webzine.

To find out more about FACCI Business & Trade Services contact trade@facci.com.au

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Adelaide (SA Chapter) c/o Agence Consulaire de France d’Adelaide, 429 Gilles Street Adelaide SA 5000 T. (+61 8) 8232 3103 sa@facci.com.au Brisbane (QLD Chapter) Level 3, 370 Queen Street Brisbane QLD 4000 T. (+61 7) 3339 7016 F. (+61 7) 3003 0499 qld@facci.com.au Melbourne (VIC Chapter) Level 10, 155 Queen Street Melbourne VIC 3000 T. (+61 3) 9600 0000 F. (+61 3) 9600 0005 vic@facci.com.au Perth (WA Chapter) Level 24, Allendale Square 77 St Georges Terrace Perth WA 6000 PO Box 7506 Cloisters Square PO WA 6850 T. (+61 8) 6141 3384 F. (+61 8) 6141 3384 wa@facci.com.au Sydney (NSW Chapter) Level 26, 31 Market Street, Sydney NSW 2000 PO Box Q1553, QVB NSW 1230 T. (+61 2) 9099 1320 F. (+61 2) 8283 8876 nsw@facci.com.au

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