Tourism New South Wales Industry Marketing Briefing

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Tourism New South Wales Industry Marketing
Briefing

• Germany Other Europe

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A Common Market?
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Market Summary
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Market Summary
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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

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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

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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

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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

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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

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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

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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

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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

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Australien Tramsrouten
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DAP Training Workshops
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Vogue Iosposa - Italy
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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

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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

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Thank You