Marketing Overview - German Speaking Markets

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