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Tourism New South Wales Industry Marketing Briefing

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Title: Tourism New South Wales Industry Marketing Briefing


1
Tourism New South Wales Industry Marketing
Briefing
  • Germany Other Europe

2
A Common Market?
3
Market Summary
4
Market Summary
5
Market Summary Germany
  • Australias share of the outbound market was
    stable at 0.2, while the available market share
    was stable at 0.8.
  • Trips to Australias competitor destinations of
    the USA (2.5) and other destinations (not
    specified) (2.4) both increased.
  • NSW Performance
  • Holiday/leisure visitors stable (1) to YE Jun
    06
  • Substantial increase in total and holiday visitor
    nights (over 1m holiday nights)
  • NSW attracted 83 of German backpackers to
    Australia.
  • Germans contribute over 100m in tourism
    expenditure to NSW
  • excludes package expenditure
  • Source IVS June 2006

6
Market Summary Other Europe
  • Other Europe to NSW 300,000 (6) (all visitors)
  • 218,000 holiday visitors (12)
  • NSW receives 3.3m visitor nights from Other
    Europe (6)
  • 108,000 Other European Backpackers to NSW (84)
  • France accounts for approx 43,000 visitors to
    NSW
  • Italy Accounts for approx 31,500 visitors to NSW
  • Other Europe expenditure accounts for 500m to
    NSW

7
Market Intelligence Trends
  • Europe remains a highly diverse market region,
    with many growth markets
  • Changes in the socio-political landscape (change
    in government in Germany, 2006 World Cup, upward
    revisions of GDP forecasts)
  • European long haul travel industry broadly split
    in two categories.
  • Destinations generating volumes (i,e USA, French
    Caribbean,SE Asia dominated by major tour
    Operators and chains
  • Destinations like Australia with distribution via
    small to medium size specialised Tour Operators.
  • Speculation of an EU environmental tax as concern
    over climate change grows

8
Market Intelligence Trends
  • Trade high competition - battle for market
    share of Australia.
  • Trade trend toward affinity partner promotions,
    television, radio, with call to action
  • Trade online as research tool. Online booking
    engines for airlines and tour operators will be
    essential in next few years
  • Consumer trends Green issues, honeymoon market,
    youth market, Cruise market (Germany)
  • Consumer last minute booking, bargain hunting,
    increased online flight booking even for
    longhaul destinations.
  • Tourism Australia - expanded Continental Europe
    office. Headed by Nick Crabb

9
Market Intelligence Trends
  • Germany Clients want more but product sold
    remains facilities based (accom, campervans,
    insurance)
  • Germany France Working Holiday Visa program
    enjoying good growth, overall market growing at
    8-10
  • Italy Arrivals exceeded 50,000 in 2006.
    Honeymoon and youth market are clearly defined
    segments for Australia
  • European markets account for four of top six
    regional dispersal markets
  • Major tour operators selling less packages but at
    higher average cost
  • Travel agents still wield influence, especially
    long haul
  • Awareness of regional NSW outside Sydney is very
    low

10
Aviation Update
  • Key Issues Aircraft availability, fuel taxes
    and Australian regulations
  • Code sharing increasingly important as new hubs
    emerge
  • Qantas, Emirates, Singapore, Cathay dominate
    market share
  • No Continental European Carriers fly to Australia
    since Austrian pullout
  • MH working proactively to market VB interline to
    trade
  • Etihad, Sri Lankan, Jet Airways, Air China
    important future players
  • Consolidation of Dragon Air, Cathay Pacific and
    mutual stakeholding with Air China sets up Hong
    Kong for strong growth as Chinas hub
  • Royal Brunei looking for increased capacity to
    Australia

11
Market Strategy
  • Leverage TA activities in-market through trade
    education (Aussie Specialist Program, training,
    DAP marketing and events, famils assistance)
  • Encourage product development to deepen awareness
    of Sydney Surrounds and attractiveness of other
    NSW destinations appropriate to markets
  • Leverage of Destination Australia Partnership
    lead referrals, trade and consumer events,
    training, agent helpline, familiarisations

12
Current Market Activities
  • Australien Tramsrouten supplement/fulfilment
    piece
  • PATA Consumer Shows Leipzig, Cologne, Munich,
    Hamburg
  • Trade Events TTG Incontri (Rimini)
  • Kuoni Gastaldi-AOT mega famil
  • Ozeanien Reisen Consumer Shows-Switzerland
  • MH-VB Italian Product Managers Famil
  • Trade Events Asia Voyages
  • DAP Training Workshops France
  • Aussie Specialist program Germany, France,
    Italy
  • Trade Communications Selling Down Under
    newsletter, ASP newsletter
  • German media relations program

13
Australien Tramsrouten
14
DAP Training Workshops
15
Vogue Iosposa - Italy
16
Future Activities 2006-07
  • Discover Australia May 2007
  • Vogue Iosposa Honeymoon Promotion Jan-Mar 07
  • UK/Germany Sales Mission Mar-Apr 07
  • ITB Mar 7-12 2007 Emirates Wolgan Valley
  • DAP Training Events (Jan May) in Rome, Paris,
    Lyon
  • ATE Trade and trade media famils to Northern
    Rivers
  • Recruitment of Aussie Specialists - ongoing
  • Trade Communications every two months

17
Future Opportunities 2006-07
  • Eco Tourism Australia at ITB 2007
  • Contact Stephen at ceo_at_ecotourism.org.au or
    visit www.ecotourism.org.au
  • Aboriginal Australia Roadshow March 2007
  • German Sales Mission Apr 07
  • Discover Australia May 2007
  • World Youth Day July 2008
  • Pre-post touring opportunities
  • TUI Germany

18
Thank You
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