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Gulf Countries

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  1. Gulf Countries Ian Cameron Manager, International Operations

  2. THREE KEY POINTS • HIGH END, LONG STAY GROWTH MARKET • DISTRIBUTION CHANNELS STRONGLY INFLUENCED BY ITOs • LIMITED EFFORT WILL PRODUCE RESULTS

  3. 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

  4. GULF ARRIVALS TO AUSTRALIA 2006

  5. GULF COUNTRIES

  6. GULF COUNTRIES

  7. SEASONALITY OF GULF VISITORS

  8. 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

  9. VISAs

  10. 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

  11. DISTRIBUTION CHANNELS • Strongly influenced by ITOs • Qantas Holidays • ATS (Emirates Holidays) • Lawand • Destinations of the World • JC Travel Professionals • Kanoo Holidays (wholesaler)

  12. TAILORING YOUR PRODUCT • Early morning check in • Arabic speaking staff • Arabic newspapers • Arabic cable television • Halal food option • Religious observance

  13. 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

  14. 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

  15. MARKET REPRESENTATION

  16. AGENT TRAINING • Aussie Enthusiast Training • www.enthusiasts.australia.com • Oz News • Ongoing sales calls and support

  17. 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

  18. 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

  19. 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

  20. 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

  21. 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

  22. THREE KEY POINTS • HIGH END, LONG STAY GROWTH MARKET • DISTRIBUTION CHANNELS STRONGLY INFLUENCED BY ITOs • LIMITED EFFORT WILL PRODUCE RESULTS