Australia strategies for tourism

C.L.I.LAustralia Strategies For Tourisma.s. 2014/15

Giulia Rosania

prof.Giulia Rosania

Firs of allWould you please write it down 3 reasons for young people to visit Australia? and 3 obstacles to do it?

Now look at this following slideTerritory size shows the proportion of worldwide Gross Domestic Product measured in US$ ..

From 1967 till now Australia has estabilished a reputation as an innovator in tourism marketing and has built one of the worlds most successful and desiderable destination brands

To help achieve the target to increase overnight tourism expenditure up to 140 billion of AUS$ in 2020 Tourism Australia is focused on:Increase numbers of leisure and business events visitorsContinue improvements in visitors value (spend per trip/per night)Being competitive with out-of-region travel destinationSupporting supply investment and aviation

Australia tourism market shareAustralia grew share in one market: china > Marketing of Australia as a tourism destination across Asia, including cooperative marketing campaigns with airlines and industry

strengthening efforts to rebuild the Japanese inbound market; increasing aviation cooperative partnerships; Now read thefull story

Australias tourism market share

Competitors are determined by the markets leading long haul destinations including South Africa, USA, New Zealand and Canada as these countries are highly competitive with the Australian brand.

Destination Appeal

Australia is regularly rated as one of the most desired tourism destinations in the world the place the world dreams of visiting .

This fascination with Australia is evidenced by the popularity of the Tourism Australia Facebook page http://www.facebook.com/seeaustraliawhich recorded more than 6 million worldwide fans , making it both the largest Facebook page located in Australia and the most popular tourism destination page in the world.

Notably, Australias image continues to improve among key Asia-Pacific markets including South Korea, India and China

However, a continuing challenge for Tourism Australia is to convert this strong interest into a decision to actually visit as the barriers of distance.

Why less than 1% of the worlds international tourists actually visit Australia?

Australia has a wealth of assets that differentiate if from other destinations around the world:1 including unique landscapes and nature-based tourism offerings;2. Indigenous culture and heritage; 3.sophisticated cities and regions; 4-and friendly, tolerant culturally diverse people.

The campaigns were called:There is nothing like Australia (inter.al Touris)No Leave no life (domestic tourism)The best job in Australia (Youth)

Tourism Global market categoriesCategory 1: Greater China (inc Hong Kong), North America (inc Canada), UK, Australia Category 2: New Zealand, South Korea, Singapore, Malaysia Category 3: India, Japan, Germany, Indonesia, Middle East Category 4: Rest of World Fast Emerging: Brazil, Vietnam High Priority: France, Italy

The campaignThere is nothingmlike Australia

Domestic marketAustralias role in the domestic market is to add value through content creation to an already cluttered travel and tourism message. This includes raising awareness about the need for Australians to take their leave by taking a domestic holiday. This program is called No Leave No Life. http://www.tourism.australia.com/campaigns/no-leave-no-life.aspx

This will be achieved through the optimisation of Australia.com; media owners and social networks such as Facebook; user assisted and user generated content programs; and mobile and video based platforms and channels.

Aviation Outlook

The Qantas Emirates partnership was the first of a number of game changing partnerships that were announced .Another significant venture for Australian aviation was Virgin Australias announcement of strategic partnerships with Etihad, Singapore Airlines, Delta Air Lines and Air New Zealand.

This includes services toAdelaide (new Emirates Dubai service)

Cairns (New China Eastern Shanghai service)

Gold Coast (New Scoot Singapore service)

Darwin (New SilkAir Singapore service)

The Sunshine Coast (New Air New Zealand Auckland service).

Now watch carefully to these videos.Try to understand what does Australian researchers Know about the market of:China Germany or CanadaFrance Hong Konghttp://www.tourism.australia.com/markets/market-regions.aspx

YOUTH MARKET

Segmentationindependent adventurers aged 25-34 (primary market)young independent travellers (YITs) aged 18-24 (secondary market)independent adventurers aged 45-65.

Did you write down 3 reasons for young people to visit Australia?

Young Independent TravelersFor example, YITs are typically single students who make their own travel arrangements. Many are on a gap year and travel either on their own or with friends. YITs see themselves as travellers seeking experiences rather than as tourists, seeing sights optingfor low-price products, including hostel accommodation, bus passes, sporting activities, adventure and an immersion in the "fun" Australian lifestyle and people

The best job in the world

http://www.tourism.australia.com/markets/youth-markets.aspx

Positioning Positioning involves using the marketing mix in a way that takes into account the thoughts and perceptions of consumers when placing the product in a particular segment of the market.

The aim is to develop communications and activities that are consistent with the perception that a holiday in Australia offers 1. the LIBERATION of an OPEN OUTDOOR LIFESTYLE and OPTIMISTIC attitude to life. 2. It is a LAND of NATURAL WONDERS and UNSPOILT WIDE-OPEN SPACES.

For example, European long-haul travellers view Australia as a good opportunity for individual experiences that the mass tourist destinations of the Mediterranean cannot provide.

European travellers also look for novel experiences in unfamiliar environments and amid different cultures. Younger travellers look for a sense of adventure and are attracted to the more challenging and active elements such as snorkeling, surfing, white water rafting and bungee jumping.

Market strategies

Marketing strategy involves both :trade marketing to organisations as well as consumer marketing directly to travellers.

The aim of the communication process is to encourage young people not just to think about, but to make a decision to go to Australia. With young travellers, the approach was to communicate the aspects of Australia that would most appeal to them:young, vibrant, dynamic - city lifeinnovative - lifestyle, food and wine, cultureactive and sporty - beaches, trails, surf and sports facilitiesfun-loving - places to party, with festivals and events.

Australias working holiday maker scheme aims to promote international understanding by allowing young people to experience the culture of another country. It allows young working holiday makers to have an extended holiday by supplementing their incomes through employment.