ASIA REGIONAL DIRECTOR NORTH ASIA OTON WU REGIONAL DIRECTOR SOUTH ASIA TAN SIEW HOON MARKET COORDINA

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ASIA REGIONAL DIRECTOR NORTH ASIAOTON
WUREGIONAL DIRECTOR SOUTH ASIATAN SIEW
HOONMARKET COORDINATOR, SYDNEY NICOLE MOORE
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NORTH ASIA

• Year end June 2002
• Hong Kong - not available
• Korea 181K ? 8
• China 174K ? 15
• Taiwan 100K ? 21

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SOUTH ASIA

• Year end June 2002
• Singapore 289K ? 3
• Malaysia 154K 0
• Indonesia 96K ? 5
• Thailand 80K ? 2
• India 41K ? 15
• Philippines 32K ? 10

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Asian Characteristics

• Cultural diversity between 10 different countries
  in Asia, therefore require different activities
  and experiences
• Short lead time for bookings
• Median age early 30s (slightly younger than
  other markets)
• Median stay
• Mature markets - 6-7 nights mono NSW
• Growing markets 3-5 nights mono NSW
• Emerging markets - 2-3 nights / multiple
  destinations

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Key Priority Markets

• SINGAPORE, MALAYSIA HONG KONG
• 1. Mature market with stronger FIT travel high
  repeat visitation
• 2. Need a number of activities in the region to
  motivate consumers to travel
• 3. Some are willing to self-drive
• 4. Prefer to travel max 2-3 hours
• 5. Families, young couples (DINKS)
• 6. Student groups language HKG CHINA
• 7. Opportunities - soft adventure activities,
  new experience based/interactive itineraries,
  well set up farmstays, BBs, golf.

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PRIORITY MARKETS

• TAIWAN, KOREA CHINA
• 1. Non-English speaking group travel
• 2. ITOs have office in home country
• 3. Budget conscious
• 4. Need to be aware of credit terms (Korea)
• 5. Korea - honeymoon, backpackers, demand for
  soft adventure - more adventurous.
• 6. Taiwan Mono GIT
• 7. China - Further growth expected (ADS), groups,
  families 1 child, icons first, tech/trade
  delegations

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SECONDARY MARKETS

• THAILAND, PHILIPPINES INDONESIA
• 1. Smaller base
• 2. City focus with possibility of day trips
• 3. Thailand - incentive groups have potential
• 4. TNSW Focus - trade servicing, media VJP
  visits for awareness and branding

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EMERGING MARKET

• INDIA
• 1. FIT travel, large family, younger market
• 2. Dietary requirements, complex market
• 3. Family attractions, longer length of stay
• 4. Fragmented distribution network of smaller TAs

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OPPORTUNITIES

• 1. Main products- food wine, Aust fauna,
  shopping, 3-5 star accom, touring routes, Sydney
  city, distance from Gold Coast, self drive, well
  set up farm stays, interactive experiences.
• 2. Special interest in Australian outdoor life
  and soft adventure. Need to feature activities
  strongly
• 3. Working with TNSW - in joint participation in
  sales missions, trade events, travel shows in
  respective markets. Eg. NATAS, OZ Talk South
  Asia.
• 4. Inclusion in agent familiarisation programs
• ITOs can be your access
• 5. Asian consumers are using internet so give a
  site address and some information in language

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CHALLENGES

• 1. Unwillingness to drive long distances.
• 2. Work as a region (need to emphasise min. 3
  international ready product with very strong
  appeal before Asian market will travel
  regionally).
• 3. Transport activities must be complemented,
  include evenings.
• 4. Bargain driven, but dont erode yield, remain
  profitable.
• 5. Ensure you arrange watertight payment schedule
  (some countries).