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Tourism New South WalesIndustry Market Briefing 15 November 2006 : Tourism New South Wales Industry Market Briefing 15 November 2006 North Asia and Hong Kong Oton Wu Regional Director – North Asia


Market Summary – Figures ( July 05 – June 06 ) : Market Summary – Figures ( July 05 – June 06 ) Source: TRA, International Visitor Survey (Quarter 2006)


Market Summary: Key Trends in Hong Kong : Market Summary: Key Trends in Hong Kong


Market Trends : Market Trends   FIT Value-added   In-depth / Hi-yield theme tours Sydney & Surrounds Events Self-driving


Market Trends : Market Trends


Slide6 : Current Market Activities Case 1: Sydney Royal Easter Show Promotion with Virgin Atlantic FIRST international promotion throughout its 183 year history Product training in the form of an interactive trade & media event Sponsorships = A$192,000 (including 27 first-class tickets)


Slide7 : Current Market Activities Case 1: Sydney Royal Easter Show Promotion with Virgin Atlantic New Sydney packages launched by VS Sub-agents Tactical ad campaign initiated by Tourism NSW and all advertising costs borne by the exclusive airline partner and her subagents 600 pax to Sydney Royal Easter Show from 7-20 April 2006


Slide8 : Current Market Activities Case 1: Sydney Royal Easter Show Promotion with Virgin Atlantic Extensive media coverage generated from the media event, press releases and famils across Hong Kong, China and Korea Media value = A$1.16 million


Slide9 : Current Market Activities Case 2: Self-driving Promotion with Qantas & Hertz First “Printed Version of GPS” with detailed road signs and driving directions Covered: Blue Mountains, Central Coast, Hunter Valley, Newcastle, Port Stephens, and Wollongong with their great supports Great market penetration through public redemption scheme and bookstore sales Heavy bursts of advertising in newspapers, magazines and website (with consumer games to win Qantas Holiday Self-driving Package) under the publication group of Hong Kong Economic Times (HKET)


Slide11 : Current Market Activities Case 3: Promoting New Products / Events New attractions: Sydney Wildlife World


Slide12 : Current Market Activities Case 3: Promoting New Products / Events Events: Chinese New Year in Sydney / Sculpture by the Sea / Chalk the Walk / Parkes Elvis Festival …


Aviation Updates – Fare Competition : Aviation Updates – Fare Competition Fierce fare competition among traditional airlines from time to time


Aviation Updates – Long Haul Budget Airlines : Aviation Updates – Long Haul Budget Airlines Oasis – New long-haul budget airline from Oct 06 One way economy ticket HKG  London at HK$1,000!! Viva Macau is expected to start services Dec 06 with plans to launch charter flight services to Sydney x 4 times a week in second half of 2007 Big challenge to other traditional airlines - more hungry for “Value-added” offers


Aviation Updates – HKG as a Hub for China : Aviation Updates – HKG as a Hub for China Cathay Pacific has taken over Dragonair in Sep 06 expanding its access to China cities CX will resume daily service between Hong Kong & Shanghai in Dec 06 More traffic from China feeding to Hong Kong, in particular from Southern China and secondary cities Spinning effects: Promotion in Hong Kong influences Southern China Traditional Chinese version for HK Market Simplified Chinese Version for China Market


Future Market Opportunities : Future Market Opportunities Sydney Royal Easter Show Promotion Value-added offers / benefits for inclusion in the product packages Hong Kong Mission with TA March 2007 ASP Famil 2007 April: South China (Guangdong / Hong Kong) Self-drive agents / media famils April 2007