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International Market Briefing 21 November 2006. China Mr. Oton Wu Regional Director – North Asia. Market Summary – Figures ( July 05 – June 06 ). Source: TRA, International Visitor Survey (Quarter 2006). Market Summary: Key Trends & Tactics in China.

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international market briefing 21 november 2006

International Market Briefing21 November 2006

China

Mr. Oton Wu

Regional Director – North Asia

market summary figures july 05 june 06
Market Summary – Figures ( July 05 – June 06 )

Source: TRA, International Visitor Survey (Quarter 2006)

slide5

Current Market Activities

  • Case 1: Australia Prefers VISA with Tourism Australia
  • Tied in A$10m VISA new advertising campaign in China and Hong Kong featuring National Hero, Liu Xiang – Olympic Gold Medalist and World Record Keeper (110m Hurdles)
  • Special Olympic linkage between Beijing and Sydney
  • Tactical campaign to tap into VISA Gold and Platinum Cardholders
slide6

Print Ad

  • Offer Brochure
  • Suggested NSW Itinerary
slide7

Current Market Activities

  • Case 2: China Unionpay Promotion (Coming soon!)
  • National Australia Bank (NAB) is the first Australian bank to sign an agreement with China Unionpay (CUP) to enable millions of Chinese visitors to use their Chinese credit/debit cards to make EFTPOS purchases and use ATMs in Australia in Sep 06.
  • CUP has over 99% of the bankcard market in China
slide8

Current Market Activities

  • Case 3: Shanghai Hi-end PAK
  • 8-Day East Coast Hi-end Package launched with Qantas Shanghai and 4 top agents
  • Full colour itinerary leaflet with detailed visit timing for each attraction
  • Over 400 bookings in the first launch from Jul to Dec 05

VVIP Product Famil + Product Revamped in Apr 06

Re-launch in Aug 06

First Launch in Jul 05

slide9

Current Market Activities

  • Case 4: Self-drive Promotion
  • Increasing demand and the high potential in China
  • Adapted from the traditional Chinese version launched in Hong Kong in early 2006
  • Key features:
    • Photos of road signs
    • Estimated traveling time
    • Must-go attractions in each NSW region
    • Driving tips
  • Popular training tool for travel agents
aviation updates
Aviation Updates
  • Qantas
    • Nick McGlynn promoted to GM looking after Eastern & Northern China markets based in Shanghai
  • Cathay Pacific
    • Taken over Dragonair - more traffic from secondary cities in China feeding to Hong Kong
    • Resuming daily service between Hong Kong & Shanghai in Dec
  • Virgin Atlantic
    • Proactive in the market to feed traffic from mainland China to fly via Hong Kong to Sydney
  • Viva Macau
    • New budget airline based in Macau plans to start service in Dec 06
    • Plan to charter flights to Sydney 4 times a week in the second half of 07
future market opportunities
Future Market Opportunities
  • China Unionpay Promotion
    • Generic offers readily available
  • ASP Famil 2007
    • 19-24 March: North China (Beijing / Shanghai)
    • 16-21 April: South China (Guangdong / Hong Kong)
  • Self-driving promotion
  • Events promotion