The International MARKET

PLACE

MARKET OVERVIEW

International visitation in South Australia accounts for 6% of total visitor numbers and 4% of the total nights spent in Australia.

International expenditure accounts for 14% of visitor expenditure in South Australia.

China has grown significantly over the past five years, while the established western markets of United Kingdom, New Zealand and North America continue to perform well for South Australia.

Air capacity into South Australia has grown significantly with the addition of Qatar Airways and China Southern Airlines. Adelaide Airport services 11,800 weekly international seats from key international markets.

South Australia is a destination which offers the international traveller diverse nature and wildlife, quality food and wine, accessible coastal and aquatic experiences and authentic outback Australia experiences.

KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS

0 20 40 60 80 100

1% • Clare Valley

3% • Barossa

2% • Riverland2% • Adelaide Hills

1% • Yorke Peninsula2% • Murraylands

4% • Eyre Peninsula5% • Fleurieu Peninsula

9% • Flinders Ranges & Outback10% • Kangaroo Island11% • Limestone Coast

90% • Adelaide

Vis

its

Percentage

LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP

0 10 20 30 40 50

43 days • 15-24 yrs

29 days • 25-34 yrs

16 days • 35-44 yrs

18 days • 45-54 yrs

14 days • 55-64 yrs

17 days • 65+ yrs

Age

gro

up

Days

Average length of stay is influenced by longer staying education and VFR sectors.

SA Target Audience

SEASONALITY

Jan0

2%

4%

6%

8%

10%

12%

14%

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Vis

itor

s

Month of arrival in South Australia

The International

MARKETPLACE

FAST FACTS AND FIGURESData is based on a 3 year annual average for the years ending Dec 2014 to Dec 2016 for all purpose visitors.

Total International Market

Holiday VFR Business Other Total

Visits (SA) 228,000 122,000 41,000 43,000 404,000

Visits (AUS) 3,757,000 2,623,000 864,000 1,359,000 6,947,000

Nights (SA) 2,237,000 2,887,000 379,000 3,952,000 9,455,000

Nights (AUS) 76,652,000 63,031,000 10,376,000 91,268,000 241,328,000

ALOS - Nights (SA) 10 24 9 92 23

ALOS - Nights (AUS) 20 24 12 67 35

Expenditure $859,000,000

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MARKET INSIGHTS } The international market is highly competitive and is significantly different to the

domestic market when offering your product or experience. } When entering the international market you are not only competing for business

against products that are similar but also against other destinations around the world. } Entering the international market and selling your product internationally requires

significant investment of time and money and it is essential to establish strong business relationships.

} Entering the international distribution system is a long term commitment and may take some time before you start to see a return on your investment.

APPEALING EXPERIENCES } Adelaide acts as a strong part of all international itineraries and is the gateway

to the regions. } Kangaroo Island’s diverse and abundant nature and wildlife. } Authentic outback and wilderness experiences in the Flinders Ranges and Eyre

Peninsula. } Journeys that highlight Adelaide’s location at the crossroads of several of the

greatest Australian journeys.

TARGET MARKET PROFILE } High yield experience seekers are the primary market

segment for all markets excluding France and Italy. Travellers are seasoned and looking for quality and unique experiences. Secondary markets include youth travellers visiting Australia on a Working Holiday Visa and young couples/professionals.

AIR ACCESS } International carriers providing direct services to Adelaide include Singapore

Airlines, Cathay Pacific, Emirates, China Southern Airlines, Qatar Airways, Malaysia Airlines, Air New Zealand, Tigerair Australia and Jetstar International.

KEY THEMES } Nature and wildlife } Food and wine } Aquatic and coastal } Outback } Soft adventure } Self-drive

Source: International Visitor Survey, Tourism Research Australia, Canberra | Department of Immigration and Citizenship (DIAC) | VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights)Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are paid for before arrival in Australia.Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a result of your reliance on this information.Produced by the South Australian Tourism Commission April 2017.

CONTACTSMarketing Tanya Jarman, Senior Manager Global Markets tanya.jarman@sa.gov.au

Distribution trade@tourism.sa.com

VISITOR AGE PROFILE

e

a

b

f

cd

a 16% • 15-24 yrsb 23% • 25-34 yrsc 14% • 35-44 yrsd 16% • 45-54 yrse 17% • 55-64 yrsf 14% • 65+ yrs

SA Target Audience

ACCOMMODATION USED

a 34% • Rented house/apartment/ unit/flatb 34% • Home of friend/relativec 12% • Hotel/resort/motel/motor innd 4% • Homestaye 4% • Backpacker/hostelf 3% • Caravan/campingg 9% • Other

e

a

b

c dfg

TRAVEL PARTY DESCRIPTIONS

a 54% • Unaccompaniedb 27% • Adult couplec 9% • Family groupd 9% • With friends/relatives e 3% • Business

a

b

cd

e

FIRST OR RETURN VISIT

a

b

a 41% • First visitb 59% • Return visit

PACKAGE TOURS

a 88% • Non package tourb 12% • Package tour

a

b

This data includes Education and VFR purpose sectors.

MARKET INSIGHTS (CONT’D) } Be prepared to research your

international target market and the best way you can reach them. Consider whether your experience meets their needs and whether it can be easily accessed.

} Once you have begun to establish yourself in an international market, you can start to maximise the opportunities by registering to attend the various trade shows relevant to your market.

MULTIMARKET ONLINE TRAVEL AGENTSThere are three global online travel organisations with a reach to over 10 priority markets; Expedia; Priceline Network and Orbitz. Two others have a reach of over 5 markets; Sabre and Odigeo. All own and operate multiple brands, please refer to the last table on the right.

WEB PORTALS The SATC develops and maintains web portals in each market that partner with wholesalers in each country, motivating consumers and converting interest into bookings. These sites are linked to southaustralia.com and some are in foreign languages.

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KEY DISTRIBUTION PARTNERS PRIMARY MARKET SECONDARY MARKET

ITOU

K

Ger

man

y

Fran

ce

Ital

y

New

Zea

land

USA

Gre

ater

Chi

na

(inc

HG

K)

Sing

apor

e

Mal

aysi

a

Indi

a

AOT (Experience Tours Australia)ATS PacificGTA (online wholesaler for individual smaller retail outlets)Goway TravelTerra Nova / Pacific DestinationsTour East / QANTAS HolidaysSouthern WorldAustralia OneAPTCPan PacificAcross AustraliaHoliday PacificTranquil TravelWel TravelFlight Centre

The International

MARKETPLACE

Expedia Orbitz Priceline Network Sabre OdigeoExpedia Orbitz Priceline Travelocity Opodo

eLong (China) eBookers Booking.com Lastminute.com eDreams

Hotels.com Hotel Club Agoda

Trivago (Metasearch) Mr Jet Rentalcars.com

Hotwire Asia-Hotels.com Kayak (Metasearch)

CarRentals.com Ratestogo.com Active Hotels

Expedia Local Expert Trip

Classic Vacations

Please refer to individual market profiles for top travel sites in each market.

SOCIAL MEDIA Find our Facebook Page at SeeSouthAustralia. Regional specific pages can be accessed via the SeeSouthAustralia homepage.