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The International MARKET PLACE 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. KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS FAST FACTS AND FIGURES Data is based on a 3 year annual average for the years ending Dec 2014 to Dec 2016 for all purpose visitors. 1% • Clare Valley 1% • Yorke Peninsula 2% • Murraylands 2% • Riverland 2% • Adelaide Hills 3% • Barossa 4% • Eyre Peninsula 5% • Fleurieu Peninsula 9% • Flinders Ranges & Outback 10% • Kangaroo Island 11% • Limestone Coast Holiday VFR Business Other Total 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) ALOS - Nights (SA) ALOS - Nights (AUS) Visits Total International Market Visits (SA) 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. 90% • Adelaide 76,652,000 63,031,000 10,376,000 91,268,000 241,328,000 10 20 24 24 Expenditure 9 12 92 67 23 0 20 40 60 80 100 Percentage 35 $859,000,000 APPEALING EXPERIENCES LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP }} 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 KEY THEMES }} 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. }} Nature and wildlife }} Food and wine }} Aquatic and coastal }} Outback }} Soft adventure }} Self-drive AIR ACCESS 43 days • 15-24 yrs Age group SA Target Audience 18 days • 45-54 yrs 17 days • 65+ yrs 0 10 20 30 40 Days Average length of stay is influenced by longer staying education and VFR sectors. SEASONALITY 14% 12% 10% Visitors }} T he 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. 16 days • 35-44 yrs 14 days • 55-64 yrs }} 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. MARKET INSIGHTS 29 days • 25-34 yrs 8% 6% 4% 2% 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Month of arrival in South Australia 50 The International MARKET PLACE 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. MULTIMARKET ONLINE TRAVEL AGENTS There 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. a a This data includes Education and VFR purpose sectors. PRIMARY MARKET ITO SECONDARY MARKET India KEY DISTRIBUTION PARTNERS a 41% • First visit b 59% • Return visit a 88% • Non package tour b 12% • Package tour Malaysia 54% • Unaccompanied 27% • Adult couple 9% • Family group 9% • With friends/relatives 3% • Business Greater China (inc HGK) a b c d e b a USA }} 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. b b a 34% • Rented house/apartment/ unit/flat b 34% • Home of friend/relative c 12% • Hotel/resort/motel/motor inn d 4% • Homestay e 4% • Backpacker/hostel f 3% • Caravan/camping g 9% • Other MARKET INSIGHTS (CONT’D) e New Zealand SA Target Audience d Singapore g a c 16% • 15-24 yrs 23% • 25-34 yrs 14% • 35-44 yrs 16% • 45-54 yrs 17% • 55-64 yrs 14% • 65+ yrs c FIRST OR RETURN VISIT Italy b b d d e f PACKAGE TOURS France e a b c d e f c a TRAVEL PARTY DESCRIPTIONS UK f ACCOMMODATION USED Germany VISITOR AGE PROFILE AOT (Experience Tours Australia) ATS Pacific GTA (online wholesaler for individual smaller retail outlets) Goway Travel Terra Nova / Pacific Destinations Tour East / QANTAS Holidays Southern World Australia One APTC Pan Pacific Across Australia Holiday Pacific Tranquil Travel Wel Travel Flight Centre Expedia Orbitz Priceline Network Sabre Odigeo Expedia 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. 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. CONTACTS Marketing Tanya Jarman, Senior Manager Global Markets [email protected] Distribution [email protected]