Cairns & Great Barrier Reef

Transcription

1 Cairns & Great Barrier Reef Adventurous by nature Updated on: Friday, 27 September 2013 cairnsgreatbarrierreef.org.au Updated on: Friday, 27 September 2013 Last updated: 27 September

2 Visitor Potential Total visitors Total Holiday Visitors Current overall size of market and trends (YE DEC 12) 46,605 30,823 Change YE DEC 11 to YE DEC 12 Change YE DEC 11 to YE DEC 12 3% -12% TOTAL VISITORS Potential total visitors to CGBR YE DEC Actual total visitors to CGBR YE DEC 44,000 48,000 73,153 32,949 41,443 46,605 52,000 55,000 69,000 Average length of stay (visitor nights) MARKET VISITORS Potential Market Share Actual Market Share Strategic Plan 3% 4% 5.3% 5% 3% 4% 4% 5.3% EXPENDITURE Potential TTNQ visitor expenditure Actual TTNQ Visitor Expenditure $74.2m $53.4m $62.2m $54.8m $82.7m $89.9m $100.8m

3 Visitor Potential Graph 80,000 70,000 60,000 Visitor Poten.al - New Zealand Visitors to TNQ Total Visitors 50,000 40,000 30,000 20,000 10,000 0 YE DEC 05 YE DEC 10 YE DEC 11 YE DEC 12 YE DEC 13 YE DEC 14 YE DEC 15 Total Visitors 73,153 32,949 41,443 46,605 52,000 55,000 69,000 Assumptions DJ & NZ to maintain capacity; and have incremental additional services during peak season. Additional activity with Qantas and Air NZ/DJ with NZ passengers travelling via southern ports to CNS (ie: BNE or SYD). Air NZ have noticed growth via non-direct flights due to flight times and cost of airfares increase load factors and have more competitive / attractive fares with Qantas via southern ports 2014/ to maintain or increase aircraft type; based on daily services NOTE: be mindful of US through NZ ports (rather than New Zealanders travelling) (formula takes off 20% Air NZ services) Note: TA research on NZ market "NZ Activation Study" clearly identifies potential for TNQ region that currently only achieves 3% market share of Australia NZ visitors. One can suggest we have a pent up demand to be serviced.

4 Analysis of visitors New Zealand Holiday Visitors to TNQ - First vs Return Visit to Australia Holiday Visitors 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 YE DEC YE DEC YE DEC YE DEC YE DEC YE DEC YE DEC YE DEC First visit 4, ,122 2,107 1,163 1, ,393 Return visit 38,553 30,588 26,747 30,176 25,168 25,955 34,500 29,430 New Zealand is unique amongst the international market in that it has a very high repeat visitor profile and VFR market. Tropical North Queensland will need to attract a much higher proportion of first time visitors to reach the goal of 5.3% Australian market share New Zealand Visitors - Purpose of travel to TNQ YE Dec 12 0% 6% 7% Holiday 13% VisiDng friends and reladves 11% 63% Business EducaDon Employment Other Purpose of visit clearly shows that VFR and Holiday are major reasons for visitation. VFR only accounts for 17% which shows that TNQ has 63% holiday makers who enjoy coming back to the region. VFR and Holiday Visitors to Australia are on par with each other.

5 Aviation Air NZ/DJ codeshare AKL/CNS 3 times per week (A seats) Qantas flying AKL/BNE, SYD and MEL with connecting flights to Cairns, working with QF to provide competitive airfares to match Air NZ direct services Air NZ and DJ. Very important to support all three carriers. Continue to monitor QF/JQ traffic from South Island through Australian domestic connections Hero Experiences VISION By 2020 Cairns & Great Barrier Reef will be globally recognised as the world s leading tropical holiday destination and the gateway to adventure amongst the natural wonders of the World Heritage Listed Great Barrier Reef and World s Oldest Living Rainforest CORE PROMISE Feel the natural exhilaration of an Australian Tropical Adventure where two World Heritage Listed icons live side by side HERO EXPERIENCE: Great Barrier Reef Experience the ultimate Great Barrier Reef from above, upon and below - feel the exhilaration and thrill of an accessible encounter with the largest array of amazing marine on the Great Barrier Reef HERO EXPERIENCE: World s Oldest Tropical Rainforest Feel the tranquility and adventure of an authentic awe inspiring connection with nature as you explore this ancient tropical rainforest and the plants, animals and people that inhabit it! HERO EXPERIENCE: Tropical lifestyle & culture Soak up the best of what this tropical paradise has to offer, the local culinary delights, culture, outdoor events, laid back lifestyle and local character HERO EXPERIENCE: Adventure Experience your own adventure, from adrenalin filled to adventures in natures playground of remote and untouched landscapes of the savannah country to the majestic intricacies of the rainforest and reef HERO EXPERIENCE: Aboriginal & Torres Strait Island People Connect with the culture and creativity of the regions vibrant indigenous people. Discover their distinct cultures and listen to the ancient stories of the land and sea, learn of their ancestors traditional way of life.

6 Target Segments Key Segments who they are: Couples 35 to 45yrs and 55 65yrs Families with children 10 to 17 years old Young Professional Couples Great Barrier Reef (Day and extended, learn to dive) Rainforest Experiences Match what they want to do: Self Drive (short trips) Nature Experiences Wildlife Bird Watching Local Lifestyle Cairns Precincts Match where they can do it: Palm Cove Kuranda Islands Port Douglas Daintree/Cape Tribulation Mission Beach Atherton Tablelands Great Barrier Reef Islands Niche Experiences Self Drive Honeymoon / Weddings Diving Sports Mountain Bike, Golf Youth / Adventure Birding

7 Demographics 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 Age of New Zealand Visitors to TNQ YE DEC 12 0 YE DEC 05 YE DEC 06 YE DEC 07 YE DEC 08 YE DEC 09 YE DEC 10 YE Dec 11 YE DEC to to to to to and over Travel Party - New Zealand Visitors to TNQ YE Dec 12 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 YE DEC 05 YE DEC 06 YE DEC 07 YE DEC 08 YE DEC 09 YE DEC 10 YE DEC 11 YE DEC 12 Unaccompanied traveller Adult couple Family group - parent(s) and children Friends and/ or reladves travelling together Business associates travelling together with or without spouses School tour group (teachers and/or students) (2011 onwards)

8 Market Activity 1. Grow market share and increase visitor expenditure Ø grow international market share for all visitors to TNQ from 13% to 16% Ø increase TNQ s international visitor expenditure from $605M to $1.1B and domestic visitor expenditure from $1.44B to $1.85B by 2015 Key Strategic Outcomes: Leverage marketing partnerships Increase the region s digital reach Strengthen destination appeal through media and publicity Actively promote the diversity of our region to our customer segments within priority growth markets Grow visitation in shoulder seasons Activity: ATE14 to be held in region; use this opportunity to showcase further precincts, attractions, experiences via PRE or POST famils Ensure TA has content for consumer direct activity via their website and social media activity Message to be delivered is to inspire the New Zealand travellers to want to do more, see more and go further beyond the fly & flop mentality and only travelling to the East Coast Tactical campaigns with TEQ, TA and airlines; concentrating on using wholesale/ota partners for call to action (targeting young family (with year old children; adventure traveller; couples 25 to 45 years and 55 to 65 year olds) Work with TA targeting the affluent couples via direct consumer activity Implement consumer direct activity using mainly online channels and where possible affinity partners Campaigns in market will be TNQ exclusive for first time visitors and family markets The precincts (eg: Northern Beaches, Gulf Savannah, etc) of Tropical North Queensland will feature predominantly in our campaigns and famil activities Reinforce TNQ as the gateway to the Great Barrier Reef Reinforce the natural assets of the TNQ region (Reef, Rainforest & accessible Outback) Work with TEQ and TA for media and trade familiarisation opportunities Work with TEQ, TA to ensure applicable events (sporting, indigenous, festivals etc) are promoted within market to consumer, media and trade partners Sales activities (ie: missions, sales calls, training, trade events) Identify trade and consumer expos for TNQ exposure Incorporate the recent findings in Tourism Australia s international research project of why people have a desire and will travel to Australia (see Market Intelligence)

9 2. Strategic Aviation Growth Ø Grow international seats (incoming) from 478,764 to 800,000 Ø Grow domestic seats (incoming) from 2,000,000 to 2,700,000 Key Strategic Outcomes: Grow capacity on existing Domestic and International routes Secure direct services from Singapore, Nagoya and Guangzhou Increase year round charter capacity from Asia Maximise interline aviation agreements Activity: Air NZ and DJ. Very important to support both carriers, with the aim of increasing services to Cairns Encourage JQ to recommence seasonal or year around services as soon as possible (working with CAPL) Bolster activity with Qantas and have competitive through fares available for travel via southern domestic ports Continue to monitor QF/JQ traffic from South Island through Australian domestic connections 3. Sustainable Funding Ø Increase tourism marketing by a minimum of $3M annually Key Strategic Outcomes: Increase TTNQ membership revenue Increase local State Government funding Maximising grant opportunities Increase revenue from marketing partners Activity: Leverage off TEQ and TA activities: trade, media, direct consumer, social media to include TNQ Leverage activities with TTNQ members and other partners to increase awareness of TNQ; identify opportunities TTNQ can be involved in, either in kind or financial contribution Work with other TTNQ departments where Grants have been acquired to include New Zealand activity where possible and inline with guidelines

10 4. Destination Management Partnerships Ø Develop partnerships with agencies that carry responsibility for investment, labour and skills, and infrastructure development to achieve growth Key Strategic Outcomes: Develop partnerships with local government, Advance Cairns, Chamber of Commerce, QTIC for investment infrastructure development and industry advocacy with Wet Tropics, GBRMPA, National Parks for nature based tourism working through the alliance of sustainable tourism with TAFE, JCU, ATEC and QTIC on skills development Monitor and report against outcomes within the TNQ REP Monitor outcomes of Destination Q Activity: Maintain and strengthen partnerships with Cairns Regional Council, Cairns Airport, LTO s, Chamber-Advance Cairns, JCU and TAFE

11 Market Intelligence New Zealand is Australia s largest international market representing 19% of all international visitors to Australia. TNQ s market share is 4% (Total Visitors Dec12) Most activity has been centred on the North Island, however we need to watch developments with the South Island from an aviation perspective and the desire to now travel after the natural disasters o Awareness of TNQ in the regions (Palmerston North, Masterton, Rotorua, Taupo etc) is exceptionally high and great opportunity for the region to own this market. Disposable income and understanding additional travel / flights to AKL / WLG for international flights is the norm Qantas is being very active and competitive with flights to Australian and using the domestic network good allay and they are wanting to take the Trans-Tasman back TNQ climate is a key drawcard and should be featured in our Reasons why to visit The peak booking period for travel to Australia is April to August, the NZ Winter o o Peak travel period to Australia is July to December, however arrivals are relatively steady all year around Tropical North Queensland is slightly different from rest of Australia given the climate in this region. There is high demand for travel from May to September New Zealanders travelling to TNQ to escape their winter Tourism Australia s recent international tourism research project indicate that when selecting a holiday destination the New Zealand visitor are wanting: o Value for money o Safe and secure destination o Friendly and open locals o Good food and wine o Quality accommodation options Competitive Destinations to Tropical North Queensland Hawaiian Airlines commence heavy tactical promotions end of March to coincide with service start AKL/HON, 3 flights per week. Air NZ also flies to HON 3 times per week. Competitor monitoring TNQ vs Fiji and Cook Islands similar tropical destinations; o New Zealand Residents travelling for Holidays YE Nov12 o Fiji 64,300 & Cook Islands /Raratonga 55,360 New Zealand Residents travelling for Holidays to TNQ YE DEC 12 30,823; TTNQ s target for total visitor by Dec15 is 69,000. Considering number of flights from New Zealand (AKL and CHC) to Fiji is 35 direct flights per week; number of flights AKL or CHC to Raratonga is 10 per week. Airlines servicing both countries QF, VA, Air NZ and Air Pacific. o Target market for Fiji and Cook Islands are couples, young families (children 1 to 10 years) and looking for cheap holiday packages with kids eat free or stay 10 pay 5 packages. Tahiti United States / Hawaii United Kingdom / Europe

12 Campaigns Actioned The International Trade Marketing Team are continually working with our trade partners Tourism Australia, Tourism Queensland, Airlines and wholesale partners to implement campaigns to promote Tropical North Queensland and the experiences on offer to their customers. Details on campaigns that have been in market can be found at: Future Activities Campaign Advertising / Sell Period Travel Period Trade Tactical Campaign with Air NZ & House of Travel TBC Trade Tactical Campaign with Air NZ & Infinity Holidays DIRECT CONSUMER ACTIVITY (TVC, Billboard, Newspaper, VJP) will advise wholesalers when activity is happening and they will in turn to tactical campaigns to leverage of this TBC October 2013 to June 2014 Other Activities * attendance to be confirmed Tri-State NZ August 2013 Date Sales Calls and QoT NZ Flight Centre Expo s AKL, WLG & CHC (only attending AKL) A Qld Day is being planned with TEQ NZ for Thursday, 13 February Details to be confirmed Trade & Media Famils - Ongoing Feb (post FC Expo) & June 2014 February 2014 AKL 15 & 16 Feb 2014 Ongoing ATE May 2014

13 Marketing Events Calendar The Marketing Events Calendar is a working document and updated regularly, then uploaded to our corporate website. The Calendar contains dates and events that we are aware of for the coming twelve months. Link for all events: Key Wholesaler / Tour Operator Partners House of Travel Infinity Travel (Flight Centre) Lifestyle Travel Mondo s Travel Air New Zealand Holidays (AOT) Stella Group (United Travel & Harvey World) Go Holidays

14 Precinct Message Cairns Cairns pulses with energy as the heart of the Great Barrier Reef and the Wet Tropics rainforest. More than 600 tours a day make the most of the year round outdoor lifestyle while world class sporting events and festivals embrace the cosmopolitan city s vibrant tropical culture. Gulf Savannah The Gulf Savannah is a vast, rugged land where natural attractions of extraordinary beauty including spectacular gorges and lava tubes are in stark contrast to the wide, open spaces. Friendly characters and historic towns showcase the outback s rich pioneering heritage and offer a true Australian adventure. Mission Beach Nature takes centre stage at Mission Beach with its long unspoilt beaches, deserted islands and white-water rivers fringed by rainforest. There are no crowds at this seductive and easy going destination which is perfect for relaxation or discovering adrenalin pumping outdoor activities. Palm Cove A coconut-fringed beach sets the idyllic scene at Palm Cove for lazy days relaxing on the beach or at a tropical resort. Refine your senses with gourmet treats at a beachfront restaurant, indulgent treatments at a spa or boutique shopping for fashion and art. Port Douglas and Daintree Port Douglas and Daintree is where the two World Heritage areas of the Great Barrier Reef and the Wet Tropics rainforest meet. Revitalise your spirit in the world s oldest tropical rainforest and discover the charm of a boutique tropical village with diverse accommodation, restaurants, shopping and spas. Tablelands and Kuranda The Tablelands and Kuranda is an uplifting destination of timeless villages, exotic tropical foods, country markets and diverse wildlife. A network of scenic drives through contrasting landscapes makes it easy to explore waterfalls and crater lakes or taste food and wine at its source. Cooktown and Cape York Rich with Aboriginal culture and Australian pioneering history, Cooktown and Cape York is an untamed wilderness area that continues to entice explorers. The journey to the top of Australia is an epic adventure taking in memorable pubs, ancient rock art and spectacular natural