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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

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Gulf countries l.jpg

Gulf Countries

Ian Cameron

Manager, International Operations


Three key points l.jpg
THREE KEY POINTS

  • HIGH END, LONG STAY GROWTH MARKET

  • DISTRIBUTION CHANNELS STRONGLY INFLUENCED BY ITOs

  • LIMITED EFFORT WILL PRODUCE RESULTS


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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






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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


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VISAs journey to Australia (%)


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TARGET MARKETS & ITINERARIES journey to Australia (%)

  • 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


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DISTRIBUTION CHANNELS journey to Australia (%)

  • Strongly influenced by ITOs

    • Qantas Holidays

    • ATS (Emirates Holidays)

    • Lawand

    • Destinations of the World

    • JC Travel Professionals

  • Kanoo Holidays (wholesaler)


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TAILORING YOUR PRODUCT journey to Australia (%)

  • Early morning check in

  • Arabic speaking staff

  • Arabic newspapers

  • Arabic cable television

  • Halal food option

  • Religious observance


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TRADE ACTIVITY 2006 journey to Australia (%)

  • 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


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SEASON 2006 journey to Australia (%)

  • All feedback suggests that it was a good summer

  • Thai Airlines reported a 30% increase

  • Emirates Holidays are reporting solid increases in bookings


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MARKET REPRESENTATION journey to Australia (%)


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AGENT TRAINING journey to Australia (%)

  • Aussie Enthusiast Training

    • www.enthusiasts.australia.com

  • Oz News

  • Ongoing sales calls and support


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KEY MESSAGES TO AGENTS journey to Australia (%)

  • 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


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MEDIA RELATIONS journey to Australia (%)

  • 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


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PROPOSED TRADE ACTIVITY 2006/2007 journey to Australia (%)

  • DOTW Gulf Road Show – January

  • Yinala, Melbourne - February

  • EK Holiday Show, Dubai - May

  • Arabian Travel Market, Dubai - May

  • Road Show/Workshops – with other operators


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PROPOSED ACTIVITY 2006/2007 journey to Australia (%)

  • 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


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CO-OP MARKETING journey to Australia (%)

  • 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


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THREE KEY POINTS journey to Australia (%)

  • HIGH END, LONG STAY GROWTH MARKET

  • DISTRIBUTION CHANNELS STRONGLY INFLUENCED BY ITOs

  • LIMITED EFFORT WILL PRODUCE RESULTS


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