1 corroboree europe ‘09. 2 market overview europe

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Corroboree Europe ‘09

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Market OverviewEurope

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Latest Arrival Figures – February 2009

Source: Australian Bureau of Statistics, Overseas Arrivals and Departures

Two months to February Year ended 28 February Month of February2008 2009 09/08 2008 2009 09/08 2008 2009 09/08

'000 '000%

change '000 '000%

change '000 '000%

changeCountry of residence Europe Austria 3.3 3.5 6 16.5 17.3 5 1.7 1.8 9Belgium 2.1 2.0 -4 13.8 13.7 -1 1.2 1.0 -15Denmark 6.2 5.7 -9 23.4 23.5 1 3.3 2.9 -13Finland 2.3 2.5 7 11.5 11.5 0 1.1 1.3 18France 14.5 15.7 8 75.4 86.8 15 7.4 8.2 11Germany 30.8 30.3 -2 152.8 160.2 5 17.0 17.2 1Greece 1.5 1.3 -13 8.1 6.7 -16 0.6 0.6 4Ireland 11.6 11.8 2 68.2 68.4 0 5.7 5.9 4Italy 8.8 8.7 0 53.4 58.8 10 4.0 4.4 10Netherlands 10.5 9.4 -11 51.8 53.5 3 5.5 5.0 -9Norway 4.3 3.6 -17 16.9 16.6 -1 2.5 2.1 -15Russian Federation 3.0 2.9 -3 12.6 12.7 1 1.1 1.1 2Spain 3.9 3.3 -17 21.7 25.6 18 2.0 1.8 -9Sweden 9.1 7.8 -14 35.8 33.0 -8 4.9 4.1 -17Switzerland 8.8 8.5 -4 42.5 39.7 -6 4.2 3.9 -7United Kingdom 144.5 138.5 -4 686.1 666.2 -3 79.5 79.3 0Other 10.0 10.5 5 46.5 53.2 14 5.2 5.3 3Total 275.3 265.9 -3 1,337.1 1,347.5 1 146.6 145.9 0

• Arrival figures for YE February 2009 show total European visitors are up by 1 per cent compared to the same period in 2008

• Total European arrival figures for the month of February 2009 were unchanged compared to February 2008

• South African arrivals for YE February 2009 were up by 12 per cent compared to the same period in 2008, and were up by 19 per cent for the month of February 2009 compared to February 2008

South Africa 7.7 8.5 11 57.1 64.2 12 4.0 4.8 19

Country of residence A$m % Rank A$ per person Rank ('000) (%) Rank ('000) Rank ('000) Rank Mean Rank % RankUnited Kingdom 3,514.2 14% 1 5,560 15 8,922.8 43% 8 632.0 2 20,845.9 1 33 16 56% 7New Zealand 2,253.8 9% 2 2,238 21 6,836.5 48% 3 1,007.2 1 14,132.4 3 14 21 93% 1China 2,189.1 9% 3 6,469 7 2,750.7 17% 20 338.4 5 16,079.1 2 48 5 53% 8USA 2,070.9 8% 4 4,823 17 3,666.1 39% 11 429.4 3 9,300.1 5 22 19 41% 16Japan 1,492.3 6% 5 3,517 20 3,804.2 44% 6 424.3 4 8,692.3 6 20 20 39% 18Korea 1,215.2 5% 6 6,009 11 2,344.7 22% 14 202.2 7 10,465.4 4 52 4 34% 20Singapore 981.5 4% 7 4,187 19 950.1 18% 19 234.4 6 5,274.2 10 23 18 78% 2Germany 950.5 4% 8 6,127 9 3,288.8 46% 5 155.1 8 7,168.0 7 46 6 40% 17Malaysia 868.0 3% 9 5,644 13 1,299.7 22% 15 153.8 9 5,966.8 9 39 15 70% 3India 748.4 3% 10 6,865 3 1,106.0 17% 21 109.0 12 6,574.4 8 60 1 42% 15Canada 717.2 3% 11 6,044 10 2,179.2 46% 4 118.7 11 4,691.9 11 40 14 46% 9Hong Kong 677.7 3% 12 5,165 16 864.3 20% 17 131.2 10 4,326.9 12 33 17 68% 4Nordic countries 542.8 2% 13 6,711 6 1,700.4 49% 2 80.9 14 3,455.4 15 43 11 44% 11Ireland* 490.3 2% 14 7,549 2 1,051.8 29% 13 65.0 17 3,572.4 14 55 3 44% 12France 464.3 2% 15 5,710 12 1,513.0 40% 10 81.3 13 3,749.8 13 46 7 36% 19Gulf region* 415.8 2% 16 8,029 1 1,052.7 37% 12 51.8 20 2,868.2 18 55 2 57% 6Thailand 413.3 2% 17 5,603 14 643.1 19% 18 73.8 15 3,324.4 16 45 8 61% 5Italy 387.2 2% 18 6,809 4 1,035.7 41% 9 56.9 18 2,544.6 19 45 10 31% 21Taiwan 339.8 1% 19 4,660 18 701.9 21% 16 72.9 16 3,278.9 17 45 9 43% 14Netherlands 326.5 1% 20 6,242 8 1,150.4 54% 1 52.3 19 2,142.8 20 41 13 45% 10Switzerland 252.6 1% 21 6,720 5 697.2 44% 7 37.6 21 1,594.8 21 42 12 44% 13

Indonesia 491.1 2% 5,751 637.4 18% 85.4 3,574.2 42 60%

All inbound markets 25,015.2 100% 4,841 55,698.3 33% 5,166.8 167,844.8 32 59%

Repeat rateNights Av. durationreal TIEV (a) Average Spend Visitors (c) Dispersal (b)

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Total International Market Data YE December 2008

Nb. Base: Visitors aged 15 years and over (a)real Total Inbound Economic Value (TIEV) is the proportion of total trip expenditure that is expected to reach the Australian economy. Deductions from total trip expenditure include 50% of international airfares, 20% of the value of the non-airfare component of packages and pre-paid items and 33% of the average international airfare component paid by package visitors. (b)Dispersal is defined as proportion of nights spent outside Sydney, Melbourne, Brisbane and Perth (c)Visitor numbers are derived from the IVS so only include visitors aged 15 years and over.

* Data for these smaller markets should be used with caution as sample errors are larger than the weighted IVS markets (e.g. NZ, UK)

Source: Tourism Research Australia, International Visitors Survey

Country of residence A$m % RankA$ per person Rank ('000) (%) Rank ('000) Rank ('000) Rank Mean Rank % RankUnited Kingdom 2,991.2 20% 1 5,481 8 7,704.5 44% 10 545.8 2 17,490.8 1 32 12 56% 6New Zealand 1,583.9 11% 2 2,272 21 4,774.3 53% 4 697.1 1 8,947.0 2 13 20 92% 1USA 1,143.1 8% 3 4,437 12 1,986.1 44% 9 257.6 4 4,502.4 6 17 17 37% 16Japan 1,094.6 7% 4 3,134 19 2,378.5 47% 7 349.3 3 5,013.2 3 14 19 34% 18China (d) 838.6 6% 5 4,141 14 765.8 19% 21 202.5 5 4,117.2 7 20 14 49% 8Germany 663.6 4% 6 5,688 6 2,676.8 55% 2 116.7 8 4,846.5 5 42 4 41% 14Korea 650.0 4% 7 4,367 13 1,251.8 25% 17 148.8 6 4,973.0 4 33 11 26% 21Canada 481.4 3% 8 5,504 7 1,591.1 50% 6 87.5 10 3,172.5 8 36 8 43% 11Singapore 404.0 3% 9 2,979 20 392.2 26% 15 135.6 7 1,508.0 18 11 21 76% 2Nordic countries 369.9 2% 11 6,221 4 1,211.3 54% 3 59.5 12 2,242.6 11 38 6 42% 13Ireland* 396.6 3% 10 7,556 1 871.3 30% 14 52.5 15 2,862.2 9 55 1 42% 12Malaysia 347.4 2% 12 3,308 18 366.8 22% 19 105.0 9 1,639.6 15 16 18 68% 3Hong Kong 333.9 2% 13 3,828 15 396.5 26% 16 87.2 11 1,552.7 17 18 16 66% 4France 309.0 2% 14 5,435 9 1,115.9 45% 8 56.8 14 2,493.3 10 44 2 34% 19Italy 273.8 2% 15 7,141 2 695.6 42% 11 38.3 19 1,642.9 14 43 3 30% 20Netherlands 256.0 2% 16 6,348 3 974.5 60% 1 40.3 17 1,629.3 16 40 5 43% 10India 247.9 2% 17 4,842 10 406.1 21% 20 51.2 16 1,910.5 13 37 7 36% 17Taiwan 203.9 1% 18 3,570 16 458.9 23% 18 57.1 13 1,959.8 12 34 10 38% 15Switzerland 176.6 1% 19 6,158 5 523.4 53% 5 28.7 21 991.1 19 35 9 45% 9Gulf region 147.6 1% 20 4,829 11 223.9 41% 12 30.6 20 552.0 21 18 15 61% 5Thailand 133.5 1% 21 3,416 17 261.0 31% 13 39.1 18 837.6 20 21 13 52% 7

Indonesia 172.3 1% 3,730 200.3 22% 46.2 929.6 20 74%

All inbound markets 15,053.1 100% 4,202 35,675.6 41% 3,582.2 87,919.9 25 57%

Repeat ratereal TIEV (a) Average Spend Dispersal (b) Visitors (c) Nights Av. duration

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Leisure International Market Data YE December 2008

Source: Tourism Research Australia, International Visitors Survey

Nb. Base: Visitors aged 15 years and over ^ Leisure is defined as visitors who came to Australia primarily for holiday and Visiting Friends and Relative purposes(a)real Total Inbound Economic Value (TIEV) is the proportion of total trip expenditure that is expected to reach the Australian economy. Deductions from total trip expenditure include 50% of international airfares, 20% of the value of the non-airfare component of packages and pre-paid items and 33% of the average international airfare component paid by package visitors. (b)Dispersal is defined as proportion of nights spent outside Sydney, Melbourne, Brisbane and Perth (c)Visitor numbers are derived from the IVS so only include visitors aged 15 years and over. (d)Analysis for China in this table is underestimated due to the way Chinese visitors complete the passenger card (visa issues)

* Data for these smaller markets should be used with caution as sample errors are larger than the weighted IVS markets (e.g. NZ, UK)

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Actual Visitor numbers to Australia Vs Forecast

Source: Australian Bureau of Statistics

• In the European markets where forecasts are produced by the Tourism Forecasting Committee, we exceeded or met 2008 forecasts in five markets (France, Germany, Italy, Netherlands, and UK).

• We were below forecasted arrivals for the Irish and the Swiss markets; the Irish market was below target by 2%, and the Swiss by 1%.

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Demand Factors – Euro Exchange Rates

• In the period between 3 October 2008 – 20 March 2009, the average EUR to AUD exchange rate was $1.96927.

• The lowest rate (Oct 3) was $1.78271 and the highest rate (Dec 26) was $2.0637, representing a 16 per cent fall in the value of the Australian Dollar against the Euro.

Source: http://www.x-rates.com/d/AUD/EUR/graph120.html

http://www.x-rates.com/d/AUD/EUR/graph120.html

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Demand Factors – GBP Exchange Rates

Source: http://www.x-rates.com/d/AUD/GBP/graph120.html

• In the period between 3 October 2008 – 20 March 2009, the average GBP to AUD exchange rate was $ 2.2605.

• The lowest rate (Jan 6) was $2.04087 and the highest rate (Oct 10) was $2.60864, representing a 28 per cent fall in the value of the Australian Dollar against the British Pound.

http://www.x-rates.com/d/AUD/GBP/graph120.html

Working Holiday Maker Visas

Source: Department of Immigration and Citizenship

• In the European markets, the Working Holiday Maker programme has gained in popularity and application grants have increased across all markets.

• Notably, Ireland (up by 55%) and France (up by 57%) has seen the most significant increases. • In the UK, 28,378 WHM visas were granted between July 2008 and February 2009, representing a 21% on the same

period of the previous year.

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Individual Market Overview

11Source: Tourism Research Australia, International Visitor Survey

Key indicators for the Austrian market (IVS)

• In the year ended December 2008, the average spend per Austrian visitor increased during this period (+22%), as did the average spend per night (+19%).

• The total inbound economic value (TIEV) of the Austrian market increased (+16%) year on year, despite a decrease in visitor arrivals (-5%) and visitor nights (-2%).

• The average duration of stay of Austrian vistors increased year on year (+3%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also increased by 10%.

Austrian Market: Dec07 Vs Dec08

Austria* 2007 2008 % Change

TIEV (Total Inbound Economic Value)(A$m)(nominal) 94.5 109.9 16%

Visitors (000s) 17.1 16.3 -5%

Nights (000s) 608.7 594.2 -2%

Av spend per person 5515 6740 22%

Av spend per night 155 185 19%

Av duration of stay 36 36 3%

Dispersal (%) 56% 62% 10%* Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been

manually weighted using ABS


Key indicators for the Dutch market (IVS)

• In the year ended December 2008, the average spend per Dutch visitor increased during this period (+12%), as did the average spend per night (+27%).

• The total inbound economic value (TIEV) of the Dutch market increased year on year (+21%), helped by the increase in visitor arrivals (+8%).

• Dutch visitor nights decreased year on year (-5%) as did the average duration of stay (-12%)• Dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) increased by

3%.

Dutch Market: Dec07 Vs Dec08

Netherlands 2007 2008 % Change


Visitors (000s) 48.5 52.3 8%

Nights (000s) 2248.2 2142.8 -5%



Av duration of stay 46 41 -12%

Dispersal (%) 52% 54% 3%

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Dutch arrivals to Australia by airline in 2008


Key indicators for the French market (IVS)

• In the year ended December 2008, the average spend per French visitor decreased during this period (-3%), however the average spend per night increased (+7%).

• The total inbound economic value (TIEV) of the French market increased year on year (+15%), helped by the increase in visitor arrivals (+18%) and visitor nights (+7%).

• The average duration of stay of French vistors decreased year on year (-9%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also decreased by 13%.

French Market: Dec07 Vs Dec08

France 2007 2008 % Change


Visitors (000s) 68.9 81.3 18%

Nights (000s) 3506.2 3749.8 7%

Av spend per person 5873 5710 -3%



Dispersal (%) 46% 40% -13%

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French arrivals to Australia by airline in 2008


Key indicators for the German market (IVS)

• In the year ended December 2008, the average spend per German visitor increased during this period (+9%), as did the average spend per night (+9%).

• The total inbound economic value (TIEV) of the German market grew by 15%, helped by the increase in visitor arrival numbers (+6%) and visitor nights (+6%).

• The average duration of stay of German vistors remained constant year on year, while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 8%.

German Market: Dec07 Vs Dec08

Germany 2007 2008 % Change


Visitors (000s) 146.1 155.1 6%

Nights (000s) 6750.7 7168.0 6%




Dispersal 50% 46% -8%

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German arrivals to Australia by airline in 2008


Key indicators for the Irish market (IVS)

• In the year ended December 2008, the average spend per Irish visitor increased during this period (+13%), however a decrease was noted for the average spend per night (-3%).

• The total inbound economic value (TIEV) of the Irish market increase year on year (+16%).• Irish visitor arrival numbers increased (+3%) as did visitor nights (+20%).• The average duration of stay of Irish vistors increased year on year (+17%), while dispersal (i.e.

visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also increased by 2%.

Irish Market: Dec07 Vs Dec08

Ireland* 2007 2008 % Change


Visitors (000s) 63.1 65.0 3%

Nights (000s) 2977.3 3573.1 20%


Av spend per night 142 137 -3%


Dispersal (%) 29% 29% 2%* Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been


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Irish arrivals to Australia by airline in 2008


Key indicators for the Italian market (IVS)

• In the year ended December 2008, the average spend per Italian visitor increased during this period (+18%), as did the average spend per night (+1%).

• The total inbound economic value (TIEV) of the Italian market increased year on year (+30%), helped by the increase in visitor arrival numbers (+10%) and visitor nights (+29%).

• The average duration of stay of Italian vistors increased year on year (+17%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 2%.

Italian Market: Dec07 Vs Dec08

Italy 2007 2008 % Change


Visitors (000s) 51.5 56.9 10%

Nights (000s) 1970.3 2544.6 29%




Dispersal (%) 42% 41% -2%

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Italian arrivals to Australia by airline in 2008


Key indicators for the Nordic market (IVS)

• In the year ended December 2008, the average spend per Nordic visitor increased during this period (+14%), as did the average spend per night (+6%).

• The total inbound economic value (TIEV) of the Nordic market increased year on year (+16%).• Nordic visitor arrival numbers increased (+2%) as did visitor nights (+10%).• The average duration of stay of Nordic vistors increased year on year (+8%), while dispersal

(i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 1%.

Nordic Market: Dec07 Vs Dec08

Nordic countries 2007 2008 % Change


Visitors (000s) 79.5 80.9 2%

Nights (000s) 3136.9 3455.4 10%




Dispersal (%) 50% 49% -1%

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Nordic arrivals to Australia by airline in 2008


Key indicators for the Russian market (IVS)

• In the year ended December 2008, the average spend per Russian visitor increased during this period (+52%), as did the average spend per night (+22%).

• The total inbound economic value (TIEV) of the Russian market increased year on year (+67%), helped by the increase in visitor arrivals (+9%) and visitor nights (+33%).

• The average duration of stay of Russian vistors increased year on year (+22%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) also increased by 118%.

Russian Market: Dec07 Vs Dec08

Russia** 2007 2008 % Change


Visitors (000s) 11.0 12.1 9%

Nights (000s) 435.3 580.4 33%




Dispersal (%) 20% 44% 118%** ** Data for Russian Federation should have been excluded from the above table as annual sample size is below 40 and

hence considered unreliable. Data has only been used for comparison purposes

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Russian arrivals to Australia by airline in 2008


Key indicators for the South African market (IVS)

• In the year ended December 2008, the average spend per South African visitor increased during this period (+3%), as did the average spend per night (+4%).

• The total inbound economic value (TIEV) of the South African market increased year on year (+11%), helped by the increase in visitor arrivals (+8%) and visitor nights (+7%).

• The average duration of stay of South African vistors decreased year on year (-1%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) increased by 1%.

South African Market: Dec07 Vs Dec08

* Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been manually weighted using ABS

South Africa* 2007 2008 % Change


Visitors (000s) 58.6 63.1 8%

Nights (000s) 1531.7 1638.7 7%




Dispersal (%) 37% 37% 1%

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South African arrivals to Australia by airline in 2008


Key indicators for the Spanish market (IVS)

• In the year ended December 2008, the average spend per Spanish visitor increased during this period (+30%), however the average spend per night decreased (-21%).

• The total inbound economic value (TIEV) of the Spanish market increased year on year (+68%), helped by the increase in visitor arrivals (+29%) and visitor nights (+113%).

• The average duration of stay of Spanish vistors increased year on year (+66%), while dispersal (i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) has decreased by 4%.

Spanish Market: Dec07 Vs Dec08

Spain* 2007 2008 % Change


Visitors (000s) 20.0 25.8 29%

Nights (000s) 479.6 1022.9 113%




Dispersal (%) 39% 37% -4%* Data for this market are subject to large sample errors so please exercise caution when analysing figures. Data has been



Key indicators for the Swiss market (IVS)

• In the year ended December 2008, the average spend per Swiss visitor decreased during this period (-4%), as did the average spend per night (-4%).

• The total inbound economic value (TIEV) of the Swiss market decreased (-9%) year on year.• Swiss visitor arrival numbers decreased (-5%) as did visitor nights (-6%).• The average duration of stay of Swiss vistors remained constant year on year, while dispersal

(i.e. visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) decreased by 11%.

Swiss Market: Dec07 Vs Dec08

Switzerland 2007 2008 % Change

TIEV (Total Inbound Economic Value)(A$m)(nominal) 278.1 252.6 -9%

Visitors (000s) 39.6 37.6 -5%

Nights (000s) 1687.7 1594.8 -6%

Av spend per person 7024 6720 -4%



Dispersal (%) 49% 44% -11%

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Swiss arrivals to Australia by airline in 2008


Key indicators for the UK market (IVS)

• In the year ended December 2008, the average spend per UK visitor increased during this period (+2%), as did the average spend per night (+3%).

• The total inbound economic value (TIEV) of the UK market remained unchanged year on year.• UK visitor arrival numbers decreased (-2%) as did visitor nights (-2%).• The average duration of stay of UK vistors remained constant year on year, while dispersal (i.e.

visitor nights spent outside Sydney/ Brisbane/ Melbourne/Perth) increased by 6%.

UK Market: Dec07 Vs Dec08

UK 2007 2008 % Change


Visitors (000s) 643.5 632.0 -2%

Nights (000s) 21317.6 20845.9 -2%




Dispersal (%) 40% 43% 6%

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UK arrivals to Australia by airline in 2008

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Show & Tell

Turquoise Holidays Luxury Print Co-op

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Singapore Airlines Co-op Print (UK & Germany)

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Emirates Regional Outdoor (UK) Birmingham, Manchester, Newcastle, Glasgow

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Emirates Co-op Print (Italy & UK)

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Euston Station Digital 6 sheets moving footage (UK)

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Youth / Working Holiday CampaignsUK France

Germany

Netherlands Italy

Travel Essence & Toerkoop/Travel Trend campaigns (Netherlands)

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T.I.P – Australia Folder (Austria)

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TTG Trade Supplement (Russia)

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The Way Forward

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Tourism Forecasting Committee - Forecasts

Year-on-year growth (%)

2007 2008 2009 (F) 2010 (F)

UK -6.2 -3.0 -8.5 4.7

Germany 2.3 4.7 -4.7 6.3

France 9.3 13.8 4.8 8.4

Ireland 13.9 2.7 -6.0 1.2

Italy 3.7 9.5 -11.7 2.5

Netherlands 0.1 2.3 -4.7 3.8

Switzerland -1.4 -3.0 -5.8 3.0

Nordic countries 1.6 -0.5 -6.9 0.9

Rest of Europe 11.0 10.2 -9.6 13.4

All inbound markets 2.0 -1.5 -4.1 5.3

France – Tourism Australia Projects 2009/10• In 2009/10, TA’s focus in France will be on capitalising on the market’s growth potential. The following suite of projects will be

implemented in 2009/10:

1. LEISURE MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers.

2. YOUTH - To inspire 18-30 year old FTES to come to Australia to live the Aussie lifestyle by using relevant transformational and Working Holiday Visa messages to move them along the consumer purchase cycle.

3. RETAIL TRADE DEVELOPMENT - To promote and develop the Aussie Specialist Program while inspiring existing ASPs to continue selling Australia.

4. TRADE EVENTS - To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system.

5. STAKEHOLDER ENGAGEMENT - To take a leadership role with stakeholders on TA strategies and further promote Australia in the industry. Recognise partner achievements in the area of marketing and promotion of Australia, and further keep Australia top of mind with the trade.

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Germany – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in Germany will be on protecting volume. The following suite of projects will be implemented in 2009/10:



3. BAREFOOT LUXURY - To inspire high yielding FTES to come to Australia to experience Australian barefoot luxury by using relevant and engaging content, by increasing Australia’s presence within the luxury travel distribution network, and by positioning Australia as a barefoot luxury destination in relevant trade and consumer communications and activity.

4. GLOBETROTTER - To work with Globetrotter to connect with FTES and inspire them to travel to Australia through a network of new distribution channels.




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Ireland – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in Ireland will be on trade partnerships and activities. The following suite of projects will be implemented in 2009/10:


2. MARKETING PARTNERSHIPS - To inspire trade and media partners through transformational messages and move consumers through the purchase cycle by enabling them to access motivating and relevant information.



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Italy – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in Italy will be on protecting leisure volume and maximising the potential of identified growing sub-segments. The following suite of projects will be implemented in 2009/10:


2. HONEYMOON - To inspire Italian FTES to choose Australia as their marriage-related and/or honeymoon holiday experience.




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Netherlands – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in the Netherlands will be on protecting leisure volume and maximising the potential of identified growing sub-segments. The following suite of projects will be implemented in 2009/10:

1. LEISURE PARTNERSHIP MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers.

2. BOOMERS - To inspire Dutch FTES Boomers to come to Australia for their extended adventure, touring holiday experience.


4. TRADE EVENTS- To provide a cost-effective and targeted platform for Australian stakeholders to meet and do business with international buyers to increase the penetration of Australian experiences within the distribution system.


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Nordic – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in the Nordic region will be on maintaining our presence in the market and reaching consumers via trade activities. The following suite of projects will be implemented in 2009/10:

1. MARKETING PARTNERSHIPS - To inspire trade and media partners through transformational messages and move consumers through the purchase cycle by enabling them to access motivating and relevant information.



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Russia – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in Russia will be on maintaining our presence in the market and reaching consumers via trade activities. The following suite of projects will be implemented in 2009/10:




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South Africa – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in South Africa will be on capitalising on the market’s growth potential. The following suite of projects will be implemented in 2009/10:




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Spain – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in Spain will be on maintaining our presence in the market and reaching consumers via trade activities. The following suite of projects will be implemented in 2009/10:




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Switzerland – Tourism Australia Projects 2009/10

• In 2009/10, TA’s focus in Switzerland will be on trade partnerships and activities. The following suite of projects will be implemented in 2009/10:

1. LEISURE PARTNERSHIP MARKETING - To protect and maintain volume by inspiring FTES to come to Australia with deep and engaging messages and move them along the consumer purchase cycle. Ensure the messaging uses an emotional pull to overcome the rational barriers.





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UK – Tourism Australia Projects 2009/10• In 2009/10, TA’s focus in the UK will be on protecting volume. The following suite of projects will be implemented in 2009/10:



3. BAREFOOT LUXURY - To inspire high yielding FTES to come to Australia to experience Australian barefoot luxury by using relevant and engaging content, by increasing Australia’s presence within the luxury travel distribution network, and by positioning Australia as a barefoot luxury destination in relevant trade and consumer communications and activity.

4. REGIONAL - To inspire UK FTES who reside in the catchment areas of regional UK airports to come to Australia by using relevant regional transformational messages tailored to each area and move them along the consumer purchase cycle.



7. COROBORREE - To educate, train, motivate and facilitate awareness of Australian experiences to assist in selling more Australian holidays. Create a forum for 130 Australian sellers to train 300 qualified ASP across UK and Europe.

8. BUSINESS EVENTS - To leverage the business events sector's capacity to deliver high yielding visitors and maintain Australia's position as a unique BE experience and destination


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1 corroboree europe ‘09. 2 market overview europe

Documents

total european visitors

package visitors

international airfares

total european arrival

market overview europe

proportion of nights

prepaid items

australian economy