
Gulf Countries Ian Cameron Manager, International Operations
THREE KEY POINTS • HIGH END, LONG STAY GROWTH MARKET • DISTRIBUTION CHANNELS STRONGLY INFLUENCED BY ITOs • LIMITED EFFORT WILL PRODUCE RESULTS
GULF COUNTRIES • Bahrain • Kuwait • Oman • Qatar • Saudi Arabia • UAE - constitutional federation of seven emirates; Abu Dhabi, Dubai, Sharjah, Ajman, Umm al-Qaiwain, Ras al-Khaimah and Fujairah
Airline used by Gulf tourists on the last leg of their journey to Australia (%) Source: Department of Immigration and Multicultural Affairs Other, 21% Singapore Airlines, 7% Emirates, 53% Malaysia Airlines, 9% Qantas, 10% • The average cost of an economy airfare to Australia from Dubai during the peak period:AED 4040 + 1500 taxes = AUD$1978. MAJOR AIRLINE PLAYERS
TARGET MARKETS & ITINERARIES • Locals, Families, Honeymooners • Long Stay • Gold Coast and Sydney • High end, shopping, dining, amusement parks • Book through traditional channels – retail travel agent, wholesale travel agent, ITO
DISTRIBUTION CHANNELS • Strongly influenced by ITOs • Qantas Holidays • ATS (Emirates Holidays) • Lawand • Destinations of the World • JC Travel Professionals • Kanoo Holidays (wholesaler)
TAILORING YOUR PRODUCT • Early morning check in • Arabic speaking staff • Arabic newspapers • Arabic cable television • Halal food option • Religious observance
TRADE ACTIVITY 2006 • Yinala 2006, Sydney - Over 50 agents from Gulf region and 50 Australian suppliers • Emirates EK Holiday Show, Dubai - 450 travel agents from 29 countries in the region • Arabian Travel Mart, Dubai - received over 16,000 visitors - 10,000 trade, 3,000 consumers • Gulf Countries Road Show – Abu Dhabi, Doha, Kuwait
SEASON 2006 • All feedback suggests that it was a good summer • Thai Airlines reported a 30% increase • Emirates Holidays are reporting solid increases in bookings
AGENT TRAINING • Aussie Enthusiast Training • www.enthusiasts.australia.com • Oz News • Ongoing sales calls and support
KEY MESSAGES TO AGENTS • Australia offers diversity for Arab families, vibrant cities, good shopping, great family activities • Position Sydney as a leisure destination • Visa requirements • Excellent honeymoon destination - a year round market that is growing • Education - includes families travelling to visit their children
MEDIA RELATIONS • Tourism Australia has a dedicated PR rep based in Bahrain • Services the media across the Gulf Countries through activities including: • Press releases and feature articles to targeted publications • Inviting print, TV and radio journalists to our shores through the VJP and IMV program • Arranging meetings with the media in the Gulf • Advertorials in key publications
PROPOSED TRADE ACTIVITY 2006/2007 • DOTW Gulf Road Show – January • Yinala, Melbourne - February • EK Holiday Show, Dubai - May • Arabian Travel Market, Dubai - May • Road Show/Workshops – with other operators
PROPOSED ACTIVITY 2006/2007 • Travellers’ Guide • National Geographic photographic exhibition, V8 championship, fashion show, food promotion • Discovery Networks – Australia Revealed • American Express – Australia promotion for gold and platinum card holders in the region • DVD for TV stations in the GCC and travel agents • Image library for the Gulf market • PR - press releases, feature articles, interviews, VJP, IMV
CO-OP MARKETING • Work with ITOs, wholesale agents and retail agents • Work with Airlines to build year round business - through advertising, value adds, trade famils, VJP and IMV
THREE KEY POINTS • HIGH END, LONG STAY GROWTH MARKET • DISTRIBUTION CHANNELS STRONGLY INFLUENCED BY ITOs • LIMITED EFFORT WILL PRODUCE RESULTS