International Market Briefing21 November 2006Setting the Scene : International Market Briefing 21 November 2006 Setting the Scene Tourism NSW’s Approach to International Markets Jan Ross – Group Manager International Markets


Slide2: International tourism contributes a quarter of tourism’s total GDP International arrivals grew by 19.7% between 1995 and 1999 and by 5.8% between 2000 and 2004 Growth in international arrivals slowed in calendar year 2005, with 5.0 million international arrivals, representing an increase of 5.2% over CY2004; International visitors to Australia are expected to increase at an average annual rate of 5.5% over the next 10 years to reach 9.1 million in 2015 International Visitation to Australia Source: TFC October 2005; IVS Year ended Dec 2005


Slide3: International Visitation to Australia by Purpose of Visit Holiday VFR (Visiting Friends and Relatives) Business Education Key category for targeted marketing communication activity, with largest volume of visitors and nights Represents 56% of Visitors and 36% of Visitor Nights in NSW (YE Dec 2005) Represents 18% of Visitors and 18% of Visitor Nights in NSW (YE Dec 2005) Low opportunity to influence consumer travel destination decision, although attractive products and destinations may encourage holiday visitation in NSW in conjunction with Business travel Represents 16% of Visitors and 8% of Visitor Nights in NSW (YE Dec 2005) Represents 5% of Visitors and 29% of Visitor Nights in NSW (YE Dec 2005) Source: TFC October 2005; IVS YE Dec 2005


The emerging markets of India, China, Korea and the Middle East are amongst the markets expected to grow the fastest: Source: TFC Forecast, October 2005 International Visitation to Australia The emerging markets of India, China, Korea and the Middle East are amongst the markets expected to grow the fastest International Inbound Average Annual Growth to Australia: 5.5%


The ‘traditional’ markets of the UK, US, Japan & NZ provide the most economic value to Australia, although Asian markets show higher spend per visitor with shorter stays: (1) Average spend per visitor does not include package tours or pre-paid international airfares Source: International Visitor Survey, year ended December 2005 (includes visitors aged 15 years and over) International Visitation to Australia The ‘traditional’ markets of the UK, US, Japan & NZ provide the most economic value to Australia, although Asian markets show higher spend per visitor with shorter stays


International Visitation to NSW vs. Australia: Source: International Visitor Survey, year ended December 2005 (includes visitors aged 15 years and over) International Visitation to NSW vs. Australia


International Office Locations: International Office Locations Los Angeles London Tokyo Hong Kong Singapore Auckland Sydney


Roles and Responsibilities: Tourism Australia has the lead role in developing international markets for Australia. Undertake major consumer campaigns and trade-focussed programs Tourism NSWs' role is to: Provide detailed destination and product information about NSW to inform distribution partners about the experiences on offer in NSW Broker business development opportunities and introductions for NSW product suppliers Provide NSW content for media and trade famils Tourism NSW works closely with Tourism Australia in the key international markets Roles and Responsibilities


Tourism NSW’s Role in International Markets: Tourism NSW’s Role in International Markets


Tourism NSW’s Role in International Markets: Tourism NSW’s Role in International Markets


Tourism NSW’s Role in International Markets: Tourism NSW’s Role in International Markets


Slide12: Product and Destination Development


Slide13: International Markets Approach TRADE DEVELOPMENT MARKETS Maximise Visitation Potential through effective trade development and servicing Focus: Educate and Motivate Distribution Channels


Slide14: Trade Development Markets


Slide15: International Markets Approach EMERGING MARKETS


Slide16: Emerging Markets


Slide17: International Markets Approach MATURE MARKETS


Slide18: Mature Markets


International Markets Prospectuswww.tourism.nsw.gov.au/propectus: International Markets Prospectus www.tourism.nsw.gov.au/propectus A fully costed prospectus of international marketing opportunities launched the first week of August 2006. Expressions of Interest were called for from product and destinations. Six months of activity left – register your interest or organise an appointment with market manager today.