UK & SCANDI Marketing Overview

FY 2018/2019

Insights

  • Top Line Numbers UK

    Share of overnight expenditure:: 10% | Forecasted Growth 2020: 3%
    Visitors: 94,000 | +0.8%
    Visitor Nights: 833,000 | -4.5%
    Expenditure: $103M | -18.0%

  • Top Line Numbers SCANDI

    Share of overnight expenditure: 2.2%
    Visitors: 25,000 |+35.8%
    Visitor Nights: 218,000 | +12.2%
    Expenditure: $24M | -17.0%

  • Aviation
    Connections via
    -Cathay Pacific
    -Singapore Airlines/SilkAir
    -China Southern
    -Hainan
  • Other Insights
    70% of visitors book via trade, Great Barrier Reef top attraction
    93% of UK visitors to TNQ come on a holiday
    38% of travelers are in 20-24 age group, strong drive market and working holiday makers
    Sporting events can impact arrivals

Strategy


Collaborate with trade and TEQ to support aviation attraction efforts to secure direct services. Develop new products.

Execution

Target Audience
  • High Value Traveller
  • VFR market
  • Repeat Traveller
  • Couples & Families
  • Working holiday makers
Tactics
  • Digital awareness/ conversion campaign in collaboration with KDP’s (UK)
  • In market trade training (UK + SCANDI)
  • Ad Hoc Trade Famil activity
  • Youth Traveller opportunity (STA)
  • Various Media Famil activity (focus on GBR)
  • TV broadcast opportunity (TEQ/TA) telling our destination story
  • Ad hoc Trade Famils
  • Inbound product development
Working with us
  • TTNQ attending ATE Perth 2019
  • TEQ in market product manager / agent training event (tba)
  • Corroboree West September 2019

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