TOURISM WESTERN AUSTRALIA MARKETING FORUM 2016

H O N G KO N G

7 A P R I L 2 0 1 6

Hong Kong is WA‘s 8th largest market for spend and 12th for visitors

Visitors: 19,000 +5.6%

YE Dec 2015

Spend: $82m

3Year AAGR +9.2%

Source: YE Dec 2015 Tourism Research Australia – IVS

Markets Spend (M) Rank3-Year AAGR

Visitor Rank3-Year AAGR

ASPP Rank

UK 303 1 -6.4 145,600 1 -2.2 2,081 14

China 231 2 18.3 43,700 6 16 5,286 1

Malaysia 196 3 18.6 80,400 3 15.4 2,438 9

Singapore 188 4 5.4 86,100 2 14.7 2,184 13

NZ 135 5 -8 80,300 4 0.6 1,681 15

USA 134 6 9.9 60,100 5 12.4 2,230 10

Germany 85 7 4 33,600 7 6.4 2,530 8

Hong Kong 82 8 9.2 19,000 12 9.3 4,316 3

France 76 9 -2.2 19,300 11 -2.5 3,938 5

Ireland 66 10 -24.6 18,800 13 -4.2 3,511 6

Indonesia 58 11 -12.5 26,500 8 -1.1 2,189 12

Taiwan 56 12 17 10,600 20 -7.5 5,283 2

South Africa 50 13 5.7 18,700 14 4 2,674 7

Korea 50 14 -9.9 12,500 17 10.7 4,000 4

Japan 50 15 -2 22,100 9 8.1 2,262 11

VISITOR SPEND & NUMBERS OVERVIEW

Source: December 2015 YE IVS - Tourism Research Australia

SIA HOLIDAYSCAMPAIGN

4/11/2016

4/11/2016

W E A R E N O T F A M I LY M E N

KEY TRENDS & OPPORTUNITIES

Well established travel distribution and a more mature market allow Tourism WA to focus on the most potential market segments

Growing wealthy experience seekers, younger age and repeat travelers

Increased use of digital technologies by consumers

WA offers experiences such as world class nature, costal scenery, food and wine, wildlife and an overall safe experience that appeals to the Hong Kong travelers

Growing interest on WA as a new choice of Australian holiday destination

Strong aviation links between Hong Kong and Perth on CX and SQ and other airlines such Thai Airways and Scoot

TRAVEL DISTRIBUTION

SupplyHotelsTransportationsAttractionsRestaurants

Inbound Tour OperatorsPerth basedEast Coast

Tour Operators Retail Travel Agents

T R A V E L D I S T R I B U T I O N C H A I N

Consumers

G r o u p I n c l u s i v e To u r s ( G I Ts )

Wholesale

Retail

B O O K I N G S T R E N D S

F r e e I n d i v i d u a l Tr a v e l e r s ( F I Ts )

ConsumersFITs

P l a n n i n gD e s t i n a t i o n s / T r a v e l W e b s i t e s / S o c i a l m e d i a / A i r l i n e s & H o t e l W e b s i t e s

SupplyHotels AttractionsTransportationsDay Tours OperatorsRestaurantsRetail shops

Travel AgentsRetail & WholesaleCorporate Travel Agents

Airlines (Packages)

Hotel Booking Sites

2016-17 KEY FOCUS & STRATEGIES

Experienced Travelers (GITs)

Experience and Adventures Seekers (FITs)

Luxury Travel (Small Groups/FITs)

22-39 Youth Segment (Small Groups/FITs)

MARKET SEGMENTS & TRAVEL TYPES

DESTINATION & BRAND AWARENESS

Programs to be undertaken:

Co-op marketing campaigns with key airlines partners & Tourism Australia

PR and media famils

Social media and digital marketing activities

Major events

Purpose Strategic Pillars or CIs

To raise the destination and brand awareness for WA through multi channels and differentiate WA from other destinations with key messages focuses on the key attractions and experiences that resonates to our target audience

• Brand• Destination Perth• Regional Travel• Events

EDUCATE THE CONSUMER

Programs to be undertaken:

PR and media famils

Social media and digital marketing activities

Major events

Purpose Strategic Pillars or CIs

To address the consumer knowledge gaps and information needs by creating and distributing inspiring contents and key messages through relevant channels

• Brand• Destination Perth• Regional Travel• EventsTo educate our target audience about the quality experiences in

Perth and Regional WA and how to plan their holidays through relevant channels

DRIVE CONVERSION

Programs to be undertaken:

Co-op marketing campaigns with key airlines partners such as SQ and Scoot, agents and TA

Luxury Travel Campaign

Social media and digital marketing activities

Purpose Strategic Pillars or CIs

To drive consumer action by working with key airlines and key travel agents to design and promote quality travel packages with a focus on Mono WA travel packages for both GITs and FITs markets

• Destination Perth• Regional Travel

TRADE DEVELOPMENT

Programs to be undertaken:

TA Agents Training and Networking

China Travel Mission

Ni Hao WA

Corroboree Asia 2016

Purpose Strategic Pillars or CIs

To build trade and industry capability by providing training to Aussie Specialists in conjunction with Tourism Australia

• Destination Perth• Regional Travel

Involve Hong Kong’s key travel agents in Tourism WA’s key trade events

Generating publicity – product updates, story ideas and photographs

Participating media and trade familiarization visits

Maximizing your participation to any media and trade familiarization visits or trade events

Seek advice from Tourism WA, RTOs and ITOs

Sales visits assistance

Attending Tourism WA’s trade events

• 35 WA tourism businesses attended

• 20 agents from China, 9 from Hong Kong and 5 media

• Strong support from City of Greater Geraldton as well as ACC, MRBTA and ASW

• Market briefings for local tourism businesses were effective and well received

• Very positive feedback on the familsprograms and workshop

• 25 WA tourism businesses with 30 delegates

• 35 buyers from China + 9 from Hong Kong

• Introduced the developing agents from second tier cities in China

• Total participants 100 including media, airlines and government

QUESTIONS & DISCUSSIONS

THANK YOU