German Speaking Markets Overview

As at March 2020

Insights

  • Top Line Numbers (YE 30 Sep 2020)

    Share of overnight expenditure: 4.6%
    Forecasted Growth 2020: **to be revised
    Visitors: 44,000 | -12%
    Visitor Nights: 423,000 | -18%
    Expenditure: $51M | -7%

  • Bookings

    70% of visitors book via Trade
    60% of visitors are holiday, 90% FIT and 10% Group

  • Aviation

    Connections via:
    • SilkAir / Singapore Airlines
    • Domestic connections

  • Other Insights

    Strong drive market
    Key Pillars: Great Barrier Reef, Nature, Drive, Indigenous, Wildlife

Strategy

Reclaim loss of visitation/market share.
Consolidate, strengthen and grow new and existing trade relationships.
Development of new opportunities whilst driving consumer consideration through self-drive itineraries, and shifting perceptions around the Great Barrier Reef.

Execution

Target Audience

  • High Value Traveller (HVT)
  • Couples
  • Youth & Adventure
  • Self Drive
  • Working Holiday Maker
  • Young families

Tactics

Current

  • Content creation, strategies to share aspirational content
  • PR/Media engagement where relevant

Looking ahead

  • Cairns Airport partnerships to retain/attract flights
  • RTO/TEQ partnerships – GBR Campaign continuance
  • TEQ & Trade Campaign Activity & Educationals
  • In-market representation – German speaking markets
  • In-market agent training events with product/members
  • UK/European Marketplace attendance (TBC)
  • Inbound product development
  • Indigenous tourism product development
  • PR/Media engagement

Working with us

Current

  • Content sharing and social amplification of CGBR region

Looking ahead

  • In Market agent training missions
  • UK/Europe Marketplace attendance
  • Trade / Media Famil support
  • ATEC Inbound Up North

Links

TEQ Consumer Demand Project

View Tourism and Events Queensland’s Consumer Demand Project Insights

Tourism Australia Consumer Research

Learn more about international markets with Tourism Australia’s Consumer Market Research

Tourism Australia Int visitor arrivals

Explore Tourism Australia’s international visitation data

Tourism Export Tool Kit

Valuable resource for anyone operating in or considering operating in international markets

TEQ Tourism Data Explorer

Explore various tourist data sets with TEQ’s data explorer