Tourism New South Wales Industry Marketing Briefing: Tourism New South Wales Industry Marketing Briefing Germany & Other Europe


A Common Market?: A Common Market?


Market Summary: Market Summary


Market Summary: Market Summary


Market Summary – Germany: Market Summary – Germany Australia’s share of the outbound market was stable at 0.2%, while the available market share was stable at 0.8%. Trips to Australia’s 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


Market Summary – Other Europe: 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


Market Intelligence & Trends: 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


Market Intelligence & Trends: 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


Market Intelligence & Trends: 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


Aviation Update: 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 China’s hub Royal Brunei looking for increased capacity to Australia


Market Strategy: 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


Current Market Activities: 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


Australien Tramsrouten: Australien Tramsrouten


DAP Training Workshops: DAP Training Workshops


Vogue Iosposa - Italy: Vogue Iosposa - Italy


Future Activities 2006-07: 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


Future Opportunities 2006-07: Future Opportunities 2006-07 Eco Tourism Australia at ITB 2007 Contact Stephen at ceo@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


Thank You: Thank You