North America Marketing Overview

FY 2018/2019

Insights

  • Top Line Numbers – US

    Share of overnight expenditure: 13% | Forecasted Growth 2020: 7%
    Visitors: 114,000 | -1.6%
    Visitor Nights: 541,000 | –21.3%
    Expenditure: $139M | +2.2%

  • Top Line Numbers – Canada

    Share of OVE: 2% | Forecasted Growth 2020: 9%
    Visitors: 22,000 | -3.3%
    Visitor Nights: 109 | –29.1%
    Expenditure: $21M | -30%

  • Aviation
    Connections via:
    -AirNZ (seasonal)
    -Cathay Pacific
    -Singapore Airlines/SilkAir
    -China Southern
    -Hainan
    -Domestic Routes
  • Other Insights
    70% book via trade, consortia
    47.4% in 55+ age bracket, 20% on group tour
    Strong Aussie Specialist Network (2,400 ASP’s in market)

Strategy


Maintain existing trade relationships whilst developing new opportunities. Drive consumer consideration through self drive itineraries and product development.

Execution

Target Audience
  • High Value Traveller
  • Luxury market Segment
  • Couples/Families
  • Edu-tourism & Group Series
Tactics
  • US/Canada in market training,
  • Edu-tourism development
  • Ad Hoc Trade / ASP famil activity
  • Aussie specialist content development
  • Product development and itineraries
  • US Consortia Campaign (TA/TEQ partnership on back of Dundee Campaign)
  • Align with TA signature experiences
  • Ad Hoc Media famil activity
Working with us
  • G’day USA, Australia Tourism Summit (TBA)
  • Corroboree West, September 2019
  • TTNQ attending ATE, Perth April 2019