German Speaking Markets Overview

FY 2018/2019

Insights

  • Top Line Numbers

    Share of overnight expenditure: 6% | Forecasted Growth 2020: 6%
    Visitors: 55,000 | +3.5%
    Visitor Nights: 536,000 | +28.4%
    Expenditure: $61M | +7.0%

  • Booking
    80% of passenger book with trade
    60% holiday of visitors are holiday, 90% fit, 10% groups
  • Aviation
    Connections via
    -Cathay Pacific
    -Singapore Airlines/SilkAir
    -China Southern
    -Hainan
  • Other Insights
    Strong drive market
    Indigenous tourism ,nature & diving are key pillars

Strategy


Grow existing trade relationships whilst developing new opportunities. Drive consumer consideration through self drive itineraries and shifting perceptions around the Great Barrier Reef.

Execution

Target Audience
  • High Value Traveller,
  • Couples, Youth & Adventure, Self Drive, Working Holiday Maker
Tactics
  • German language consumer site
  • Year round in market representation
  • In Market agent training events
  • QLD on Stage Media Famil
  • DERTour Mega Famil
  • Ad hoc Trade Famils
  • Inbound product development
  • Ad hoc Media Famils
  • RTO /TEQ partnership GBR Campaign
  • TTNQ/TEQ Campaign self drive campaign
  • Attract daily Silk Air flights / Partnership with CAPL
Working with us
  • In market trade training/product development trips for members (Sept, Nov, March 2019)
  • TTNQ will attend ATE in Perth 8-12 April 2019
  • TTNQ will attend ATEC Inbound up North (Port Douglas) 24-26 October 18
  • RTO GBR campaign activity
  • ITB Berlin, March 2019