gulf countries iancameron06 by r9O6R257

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									     Gulf Countries
          Ian Cameron
Manager, International Operations
           THREE KEY POINTS


• HIGH END, LONG STAY GROWTH MARKET

• DISTRIBUTION CHANNELS STRONGLY
  INFLUENCED BY ITOs

• LIMITED EFFORT WILL PRODUCE RESULTS
                GULF COUNTRIES
•   Bahrain
•   Kuwait
•   Oman
•   Qatar
•   Saudi Arabia
•   UAE - constitutional federation of seven
    emirates; Abu Dhabi, Dubai, Sharjah, Ajman,
    Umm al-Qaiwain, Ras al-Khaimah and Fujairah
         GULF ARRIVALS TO AUSTRALIA 2006

                              YTD 2006 Arrivals (Jan-
Country                              September)         2006/05% ch    2006/04 % ch

United Arab Emirates                    19,146                    8              17

Saudi Arabia                             5,494                   14              34

Bahrain                                  2,305                    -3             40

Oman                                     2,215                   13              10

Kuwait                                   3,389                    0               -9

Qatar                                    1,424                    -7             14

Total Gulf arrivals                     33,973                    7              17

Total arrivals to Australia                 3,920,125             -1              6
                                              GULF COUNTRIES
                             Gulf visitors to Australia by country of residence, 1980-2005
                                    Source: Australian Burea of Statsitics, Overseas Arrivals and Departures
                     45000

                     40000

                     35000

                     30000
Number of visitors




                     25000

                     20000

                     15000

                     10000

                      5000

                         0
                        80

                        81

                        82

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                                         United Arab Emirates    Saudi Arabia    Bahrain    Oman     Kuwait    Qatar
                                             GULF COUNTRIES
                             Gulf visitors to Australia by purpose of visit, 1980-2005
                                   Source: Australian Burea of Statsitics, Overseas Arrivals and Departures
                     45000

                     40000

                     35000

                     30000
Number of visitors




                     25000

                     20000

                     15000

                     10000

                      5000

                         0
                        80

                        81

                        82

                        83

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                      19

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                               Holiday   Visiting friends or relatives   Business   Education   Employment    Other/not stated
                              SEASONALITY OF GULF VISITORS
                     10,000


                      9,000
                                                                                                                               2003
                                                                                                                               2004
                      8,000                                                                                                    2005
                                                                                                                               2006

                      7,000
Number of visitors




                      6,000


                      5,000


                      4,000


                      3,000


                      2,000


                      1,000


                         0
                              January   February   March   April   May   June   July   August   September   October   November December
             MAJOR AIRLINE PLAYERS
Airline used by Gulf tourists on the last leg of their journey to
Australia (%)
Source: Department of Immigration and Multicultural Affairs
        rlne
      Ai i                 2003   2004   2005
          r es
      Em iat                 48     52     53
      Qant as                14     13     10         Other,
      M al a Ailnes
          aysi ri             9      7      9         21%
      Si       e ri
        ngapor Ailnes         7      9      7
                                                Singapor         Emirates,
             r
      ThaiAiw ays             7      8      5
                                                e                53%
          f r
      Gul Ai                  5      1      4   Airlines
      Cat Pacii
          hay    fc           2      2      4   , Malaysi
                                                  7%
                                                  a
      RoyalBr       ri
              uneiAilnes      2      2      3     Airline
      Ot her                  5      6      5     s,   Qantas,
      Tot al                100    100    100       9% 10%


The average cost of an economy airfare to Australia from Dubai
during the peak period:AED 4040 + 1500 taxes = AUD$1978.
VISAs
       TARGET MARKETS & ITINERARIES
• Locals, Families, Honeymooners

•   Long Stay
•   Gold Coast and Sydney
•   High end, shopping, dining, amusement parks
•   Book through traditional channels – retail travel
    agent, wholesale travel agent, ITO
             DISTRIBUTION CHANNELS
• Strongly influenced by ITOs
  –   Qantas Holidays
  –   ATS (Emirates Holidays)
  –   Lawand
  –   Destinations of the World
  –   JC Travel Professionals


• Kanoo Holidays (wholesaler)
           TAILORING YOUR PRODUCT
•   Early morning check in
•   Arabic speaking staff
•   Arabic newspapers
•   Arabic cable television
•   Halal food option
•   Religious observance
          TRADE ACTIVITY 2006
– Yinala 2006, Sydney - Over 50 agents from Gulf
  region and 50 Australian suppliers
– Emirates EK Holiday Show, Dubai - 450 travel
  agents from 29 countries in the region
– Arabian Travel Mart, Dubai - received over 16,000
  visitors - 10,000 trade, 3,000 consumers
– Gulf Countries Road Show – Abu Dhabi, Doha,
  Kuwait
                   SEASON 2006
• All feedback suggests that it was a good summer
• Thai Airlines reported a 30% increase
• Emirates Holidays are reporting solid increases in
  bookings
MARKET REPRESENTATION
               AGENT TRAINING


• Aussie Enthusiast Training
  – www.enthusiasts.australia.com


• Oz News

• Ongoing sales calls and support
         KEY MESSAGES TO AGENTS
• Australia offers diversity for Arab families,
  vibrant cities, good shopping, great family
  activities
• Position Sydney as a leisure destination
• Visa requirements
• Excellent honeymoon destination - a year round
  market that is growing
• Education - includes families travelling to visit
  their children
                 MEDIA RELATIONS
• Tourism Australia has a dedicated PR rep based
  in Bahrain
• Services the media across the Gulf Countries
  through activities including:
  – Press releases and feature articles to targeted publications
  – Inviting print, TV and radio journalists to our shores
    through the VJP and IMV program
  – Arranging meetings with the media in the Gulf
  – Advertorials in key publications
    PROPOSED TRADE ACTIVITY 2006/2007
•   DOTW Gulf Road Show – January
•   Yinala, Melbourne - February
•   EK Holiday Show, Dubai - May
•   Arabian Travel Market, Dubai - May
•   Road Show/Workshops – with other operators
       PROPOSED ACTIVITY 2006/2007
• Travellers’ Guide
• National Geographic photographic exhibition, V8
  championship, fashion show, food promotion
• Discovery Networks – Australia Revealed
• American Express – Australia promotion for gold
  and platinum card holders in the region
• DVD for TV stations in the GCC and travel agents
• Image library for the Gulf market
• PR - press releases, feature articles, interviews,
  VJP, IMV
              CO-OP MARKETING


• Work with ITOs, wholesale agents and retail
  agents

• Work with Airlines to build year round business -
  through advertising, value adds, trade famils,
  VJP and IMV
           THREE KEY POINTS


• HIGH END, LONG STAY GROWTH MARKET

• DISTRIBUTION CHANNELS STRONGLY
  INFLUENCED BY ITOs

• LIMITED EFFORT WILL PRODUCE RESULTS

								
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