HONG KONG - Tourism Western Australia Library/Industry Support and... · KEY TRENDS & OPPORTUNITIES...
Transcript of HONG KONG - Tourism Western Australia Library/Industry Support and... · KEY TRENDS & OPPORTUNITIES...
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