Market Update  : Market Update USA & Canada Irene Morgan


Market Summary – USA: Market Summary – USA Total visitors YE August 2006 = 449,700 + 1% growth NSW visitor market share = 72% Economic Value to NSW = 3rd in economic value Dispersal rates out of Sydney = 26% 71% plan/research their vacation online World events have produced “teflon travelers” seeking authentic, adventurous & unique experiences 40% repeat visitors to Australia Consumer driven market


Market Summary – Canada : Market Summary – Canada Total Visitors YE August 2006 = 107,800 +5% growth NSW visitor market share = 77% Economic Value to NSW = 12th in economic value Dispersal rates out of Sydney = 27% 51% plan/research vacations online International travel is back after economic recovery 55% repeat visitors Retail driven market Tourism Australia office in Toronto


Where is this market going for NSW?: Where is this market going for NSW? Positive outlook for NSW overall Sydney & Australia more popular than ever Strong interest in icons and Sydney experience Attracting new distribution partners Challenge is to keep repeat visitors in NSW Stiff competition from Italy, NZ, GBR, & MEL


Aviation Update : Aviation Update Air capacity to Sydney increasing Qantas adding flights to SFO/JFK routes United Airlines emerged from bankruptcy & profitable Air New Zealand, Air Tahiti Nui, Hawaiian Airlines committed to Australia Singapore Airlines & Virgin seeking SYD/LAX route


TNSW Marketing Strategy : TNSW Marketing Strategy Position NSW as an exciting, diverse, unique Australian vacation destination Build and convert awareness of NSW in target markets Develop industry and non industry partnerships to grow visitor arrivals to NSW Support and increase effectiveness of trade activity in market


Target Segments – North America: Target Segments – North America 17 million potential long haul US travelers Represents 9% of US adults aged 18-75 Target “Self Challengers” – 5.5 million Target “Travel in Style” – 4.5 million Age 35 – 75 years Unique, life altering, adventure seekers


Market Trends – North America : Market Trends – North America Consumers are researching and booking Australia online Tourism Australia focus is on key experiences & dispersal Favorable exchange rate has little impact Visitors are seeking unique, authentic experiences Less than 10% of Americans travel outside North America Average US vacation reduced to 10 days, but target market for NSW increased to 22 days Economy expected to slow leading up to presidential election


Market Intelligence – North America: Market Intelligence – North America Terrorism a concern but not a threat to international travel Americans with passports increased to 30 million Five years after 9/11 record numbers traveling abroad Wholesale partners generate 40% of total arrivals Industry consolidation continues on all levels Inbound operators are back More preferred product being sold


Marketing Activities – North America: Marketing Activities – North America Media Promotions Trade Events Product Development Product Education Non industry Partner Promotions Online marketing


Trade Activities – North America : Trade Activities – North America Australia Week – January New Product Workshop – March Amex Mega Famil - May ATE – June Oztalk – August Corroborree – September Aussie Specialist – NSW Specialist Program www.coastnorthamerica.com Wholesale Product Workshops


Slide12: Visiting Journalist Program Aussie Press Club Independent Media Visits Australia Media Walkabout Online Media Taskforce Conde Nast Readers Choice Award Travel & Leisure Award SFO/SYD Inaugural Visit NY1 Sydney shoot Bold & Beautiful Media Activities – North America


Online Marketing – North America : Online Marketing – North America 2.5 million unique visitors per month E-newsletters Email blasts Advertorial Image placement Banners Sweepstakes


Non Industry Partner Activities – North America: Non Industry Partner Activities – North America Macy’s in store promotion – 5 million shoppers Star 98.7 Radio promotion – 1.3 million listeners City of SFO – Sister City Celebration Bondi Restaurant KQED TV


Special Event Marketing Activities : Sydney Gay & Lesbian Mardi Gras Direct mail & online promotion to 25,000 G&L travelers Package sales up 200% VIP packages selling fast Special Event Marketing Activities


Special Event Marketing Activities : Special Event Marketing Activities Priscilla the Musical – media outreach & direct mail promotions Sydney Festival – Australia Week events & media visits/outreach WYD 2008 – trade servicing


New Distribution Partners : Military Tours – 10 million pax Classic Vacations Happy Vacations Travelbound Cross Country International Celtic Tours New Distribution Partners


Online Marketing : Online Marketing Here to stay Update your website – video streaming Booking engine & customer service ATDW - Australia.com Distribution strategy – Australia.com Google/MSN/Yahoo/Expedia/Orbitz & more Dead end site/Qantas/wholesale websites


Thanks for your support : Thanks for your support USA & Canada Irene Morgan