Cairns & Great Barrier Reef

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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) 76,806 71,635 Change YE DEC 11 to YE DEC 12 Change YE DEC 11 to YE DEC 12-3% -3% TOTAL VISITORS Potential visitors to CGBR YE DEC Actual visitors to CGBR YE DEC 105,000 80, , ,000 77,615 76,806 82, , ,000 Actual average length of stay (visitor nights) MARKET SHARE Potential Market Share Actual Market Share Strategic Plan 17% 17% 24% 17% 14% 14% 17% EXPENDITURE Potential TTNQ visitor expenditure Actual TTNQ Visitor Expenditure $124.4m $141.3m $117.m $136.4M $144m $164.5m $187.7m

3 Visitor Potential Graph 180, , ,000 Visitor Poten.al - United Kingdom Visitors to TNQ Total Visitors 120, ,000 80,000 60,000 40,000 20,000 0 YE DEC 05 YE DEC 10 YE DEC 11 YE DEC 12 YE DEC 13 YE DEC 14 YE DEC 15 Total Visitors 162, ,000 77,615 76,806 90, , ,000 Assumptions Focus for Cairns & Great Barrier Reef region is to increase market share and take ownership Dec 2013 Support from touring British & Irish Lions Tour Australia (June); and possible economic improvement. Dec 2013/14 flow on effect of positive outcome from CE 13 Dec 2014 / 2015 Continuing support from Youth & Adventure market possible relaxation of Working Holiday VISA s Analysis of visitors United Kingdom Holiday Visitors to TNQ - First vs Return Visit to Australia 120,000 Holiday Visitors 100,000 80,000 60,000 40,000 20,000 0 YE DEC YE DEC YE DEC YE DEC YE DEC YE DEC YE DEC YE DEC First visit 109, , ,386 88,762 84,596 75,025 54,642 48,266 Return visit 44,562 38,361 35,541 36,483 32,690 24,633 18,953 23,368

4 This graph demonstrates that first time visitation accounts for 63% of market. Working with TEQ and TA we will continue to exploit this area. Australia receives only 3% of total long haul outbound market of 21m. This gives us a huge market opportunity in the future especially given our target of 17% of Australia market share by United Kingdom - Purpose of Visit to TNQ YE Dec 12 1% 0% 4% 1% 17% Holiday VisiDng friends and reladves Business EducaDon Employment Other 77% Holiday Visitation will remain focus in the future. However some of the niche markets of Birding and Learn to Dive will play a part in media and famil activity. In addition the very important Youth and Adventure (Backpackers) will be a focus of attention in campaign and media activity Aviation Qantas / Emirates partnership via Dubai Qantas Group and Cathay Pacific primary airline partners for TTNQ campaign activity Etihad/Virgin Blue, Emirates, Singapore Airlines, KLM/Air France (Jetstar). We will work with TA and TEQ to ensure that campaign activity with these carriers contains as much CGBR message as possible. This will highlight the diverse experiences of the CGBR region. Brits are now able to depart for Australia from a number of ports including London (Heathrow & Gatwick), Manchester, Birmingham, Newcastle and Glasgow via a number of hubs in the Middle East and Asia Etihad and Virgin Australia comprehensive alliance has improved access between Europe and Australia Qantas and Emirates alliance has Qantas re-routing its London services via Dubai British Airways and Cathay Pacific expanded their codeshare agreement earlier in 2013

5 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: Experiences Match what they want to do: Primary audience years with propensity to travel long-haul Secondary audience years Rainforest Great Barrier Reef (Day and extended, learn to dive) Self Drive (short trips) Indigenous Culture Nature Experiences Wildlife Bird Watching Local Lifestyle Cairns Precincts Match where they can do it: Palm Cove Port Douglas Daintree/Cape Tribulation Mission Beach Gulf Savannah Atherton Tablelands Kuranda Islands Cooktown Niche Experiences Indigenous Experiences and other cultural activities in media and trade famil Birding: Support Birding market members to participate in market activity (TA,TEQ and TTNQ) Learn to Dive /Great Barrier Reef: promote Cairns as major gateway to GBR, work cooperatively with major dive industry partners Luxury: Identify and work with agencies that focus on upmarket clients Self Driving

7 Demographics Age of United Kingdom Visitors to TNQ YE Dec 12 45,000 40,000 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 to to to to to and over Travel party - United Kingdom Visitors to TNQ YE Dec 12 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 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 Tactical campaigns with TEQ, TA and airlines; concentrating on using wholesale partners for call to action Implement consumer direct activity using mainly online channels and where possible affinity partners Inclusion of Cairns & Great Barrier Reef region in campaigns co-ordinated by TA or TEQ to focus on the explorers/self drive market and adventure market The precincts (eg: Northern Beaches, Gulf Savannah, etc) of Cairns & Great Barrier Reef region will feature predominantly in our campaigns and famil activities Encourage TA and TEQ to work with other airlines (ie: Cathay Pacific) and include Cairns & GBR opportunities Team Cairns campaign (QF, TEQ & TTNQ funds) to be partnered with key wholesalers who meet Cairns & GBR region target market requirements Reinforce CGBR as the gateway to the Great Barrier Reef Reinforce the natural assets of the Cairns & Great Barrier Reef region (Reef, Rainforest & accessible Outback) Combat the exchange rate by presenting CGBR as a quintessential Australian experience this includes Reef, Rainforest and Outback (including Indigenous) Work with TEQ, TA to ensure applicable events (sporting, indigenous, festivals etc) are promoted within market to consumer, media and trade partners Work with TEQ and TA for media and trade familiarisation opportunities Sales activities (ie: missions, sales calls, training, trade events) and via online (ie: Aussie Specialist training programme) Work with Inbound Tour Operators (ITO s) for product and destination exposure Identify trade and consumer expos for Cairns & Great Barrier Reef exposure Inclusion of niche experiences and other cultural activities in media and trade famil Birding support Birding market members to participate in activity Luxury identify and work with agencies focusing on up-market clientele 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: Qantas / Emirates partnership via Dubai; new joint promotional activity Qantas Group and Cathay Pacific primary airline partners for TTNQ campaign activity Etihad/Virgin Blue, Emirates, Singapore Airlines, KLM/Air France (Jetstar). We will work with TA and TEQ to ensure that campaign activity with these carriers contains as much CGBR message as possible. This will highlight the diverse experiences of the CGBR region. China Eastern Airlines via PVG/CNS 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 United Kingdom 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 Market Intelligence Potential increase in UK & Irish WHV - Watching brief on Ireland Youth and adventure still account for a large part of market and will be maintained. This market is especially important whilst the economy is under March % of total UK visitors were backpackers with length of stay being 13.8nights Long-haul travel for the UK traveller has increased from 11.9million trips in 2002 to 15.2million trips in Australia s share of this long-haul market has fluctuated for the past 10years from 4.9% in 2002 peaking in 2003 at 5.2%, before declining in recent years to 3.6% for 2012 Top five destinations for the UK long-haul traveller are USA, Thailand, India, Canada and Singapore. Australia s ranking among long-haul travel sits in 7 th position for year ending The current exchange rates are a hindrance, but travellers are now accepting the fact this is the way it is and if travel to Australia is desired additional spend required Tourism Australia s recent international tourism research project indicate that when selecting a holiday destination the UK visitor are wanting: o Safe and secure destination o Value for money o Good food and wine o Friendly and open locals o Rich history and heritage

11 Competitive Destinations to Cairns & Great Barrier Reef region New Zealand South Africa Canada USA Thailand Hong Kong

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 Cathay Pacific with Austravel UK October / November 2013 March to June 2014 Team Cairns (QF, TEQ & TTNQ) January 2014 Other Activities *attendance to be confirmed Date QoT UK/Nordic & Sales Calls Nov 2013 New Product Workshop * w/c 7 April 2014 ATE14 Cairns & Great Barrier Reef region May 2014 Famils ongoing (Trade & Media) 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 Stella Travel (TravelBag, Travel 2) Flight Centre Bridge the World / STA Bridge & Wickers Austravel Trailfinders Kuoni Thomas Cook Gold Medal Freedom Destinations Precinct Message

13 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