Docstoc

Snapshots

Document Sample
Snapshots Powered By Docstoc
					                                                       Snapshots
                                                             Advance Tourism
                                                                                       October 2005


            Freedom Air’s Art in the Sky

South Australia invests $1 million to develop NZ market
NZ’s low cost airline brings 57,000 passengers direct to Gold Coast from NZ
Report highlights strong Gold Coast tourism sector
$2.8 million Very GC campaign including new offices overseas     BROOME BOOMING
Gold Coast Airport posts strong passenger growth
                                                                     Broome Airport, with
$250 million revenue annually for motels and hotels
                                                                    passenger numbers of
Road travel being replaced by cheap air fares                    250,000, is up 27% for y/e
Tahbilk Wines to boost revenue with wildlife park                30 June last. Major reason
                                                                   is the growth of airlines
New Caledonia long weekends from Sydney and Brisbane
                                                                  and the competitive fares
Wine Tourism College for Queensland                                  they offer. Forecast
Qantas says fuel costs have not decreased demand                  growth is 15% and more
                                                                  accommodation is on the
WA hits UK tourism market with a $2.5 million marketing blitz        way to cater for this
More travellers to Pacific Islands                                    upsurge in visitors.
Mackay Tourism moves to boost Sydney demand                      Broome is now seeking an
                                                                   overseas air link to tap
Qantas and Jetstar eye off international markets                  growing overseas visitor
Shires want a cut of States’ $7 billion GST revenue               numbers. Further details
                                                                             are shown in the Special
SPECIAL REPORTS                                                                   Report below.
Broome Booming
SA invests $1 million in NZ market development

SOUTH AUSTRALIA INVESTS $1 MILLION TO DEVELOP NEW ZEALAND MARKET

In Dec 2004, Qantas started non-stop flights between Adelaide and Auckland. To boost demand for the
new direct flights, South Australian Tourism Commission launched a $1 million special two year
campaign in New Zealand which is now paying dividends.

Recently Qantas reported that loadings are beyond expectations and equal to other Trans-Tasman
routes. Now Air New Zealand has announced services on the route starting next March.

One key initiative was TV commercials produced by SATC using a popular NZ based media personality
flown to SA for the filming. Also a team of SA Regional Marketing Managers visited NZ for calls on
wholesalers and retail travel agents. See Special Report later in this newsletter.

NZ’s LOW COST AIRLINE BRINGS 57,000 PASSENGERS PA DIRECT TO THE GOLD COAST

Linking NZ with Australia is New Zealand’s low cost airline, Freedom Air which connects Auckland,
Hamilton, Palmerston North, Wellington, Christchurch and Dunedin with Brisbane, the Gold Coast,
Sydney and Melbourne.

Freedom Air has a fleet of Boeing 737-300 aircraft which is being replaced by the larger A320 aircraft.
The airline currently has two 737-300 and two Airbus A320 aircraft in service.

Advance Tourism –Snapshots October 2005                                                              1
Freedom Air pioneered the links from NZ to the Gold Coast and currently operates daily services to and
from Auckland. Freedom Air flights also depart direct to and from Hamilton, Wellington, Christchurch
and Dunedin with varying frequencies. Over the last year, Freedom Air has carried over 57,000
passengers from NZ to Coolangatta Airport.

Freedom Air’s low fares and direct flights have made it easier for NZers to visit Brisbane, the Gold Coast
or holiday at Byron Bay or Ballina Coast in Northern NSW. About 35% of all passengers on Gold Coast-
NZ routes flights are originating Australians going to NZ.

REPORT HIGHLIGHTS STRONG GOLD COAST TOURISM SECTOR
A new report has found the Gold Coast tourism industry is thriving on the back of strong growth in
international arrival numbers, particularly from New Zealand. The Queensland Investment Report for
the August quarter found occupancy rates for Gold Coast hotels remained well above 70%. Report
author, Bill Morris, said there has been strong growth. “Room rates have risen about 10% for the hotels
in the last 12 months.

$2.8 MILLION “VERY GC” CAMPAIGN INCLUDES NEW GOLD COAST OVERSEAS OFFICES

Gold Coast Tourism is aiming to increase holidaymaker spending by 22% over the next 2 years. The
$2.8 million Very GC campaign is targeting high-yield consumers. It also coincides with expansion
plans which include the recent opening of offices in Singapore, Auckland and Sydney. Aim is to double
the Gold Coast’s four million visitors each year.

GOLD COAST AIRPORT POSTS STRONG PASSENGER GROWTH

Gold Coast Airport has posted another month of strong passenger growth with a 13% increase in
travellers in August. NZ numbers grew by 25%. The Airport expects even further growth when Jetstar
starts trans-Tasman operations in December.

$250 MILLION REVENUE ANNUALLY FOR MOTELS AND HOTELS

In 2000, a new business was born in Brisbane with the owner and one staff member. Today that
business has 110 staff and contributes $250 million revenue annually to motels and hotels around
Australia and some overseas countries through its internet instant booking service, www.wotif.com.au
In September, Wotif set a one-day booking record of 9,089 room nights. On that day 90,000 visitors
visited their website which now encompasses Asia, Europe and North America. Wotif estimates
bookings break down into leisure 48%, corporate 41%, other 11%.

ROAD TRAVEL BEING REPLACED BY CHEAP AIR FARES

Financial Review tourism correspondent Lisa Allen reports that
• Federal Government data, collected before the most recent petrol price rises, shows a 10% increase
   in passenger numbers on domestic flights and a 9% drop in interstate driving holidays for the year to
   June 2005 compared with 2004
• Jetstar reports passenger levels up 41% in August compared with August 2004
• Gold Coast airport is getting record passenger arrivals as southern passengers switch the Gold
   Coast from being a driving destination to become an air destination
• Regional guest house and caravan park operators found the high cost of petrol hurting bookings for
   the recent school holidays

TAHBILK WINES TO BOOST REVENUE WITH WILDLIFE PARK

Tahbilk Wines, Mangalore Vic, is to launch a $1.5 million, 420-hectare wetlands and wildlife reserve.
There will also be a 200 seat café and a 30-passenger electric punt to ferry visitors to any of four
landings. This is in response to the increasing recognition by winery owners of the value of tourism to
add to their business.




Advance Tourism –Snapshots October 2005                                                                 2
NEW CALEDONIA LONG WEEKENDS FROM SYDNEY AND BRISBANE

French speaking New Caledonia has launched a new campaign of impressive consumer and trade
advertisements and publicity to promote their close proximity to the East Coast – just 2 hours from
Brisbane and 2.5 hours from Sydney. Being promoted is a range of 3 night luxury packages priced from
$1589, including 5 star accommodation, return airfares with Qantas or Aircalin and transfers. Packages
vary and can include features such as gourmet dining, yacht charter, helicopter flight to a picnic on an
island, sunset champagne catamaran cruise, romantic horse-drawn carriage tour and lots more!

Air Caledonie is offering 4 night packages starting at $963 from Brisbane and $1063 from Sydney. Visas
are no longer required, just a passport. The campaign includes impressive consumer and trade
advertising and publicity

WINE TOURISM COLLEGE FOR QUEENSLAND

As part of the government developed Queensland Wine Industry Development Strategy Plan, Premier
Beattie recently launched Queensland’s first College of Wine Tourism at Stanthorpe. The college will
function as a wine industry training centre and will operate as a commercial vineyard, winery, tourist
centre, seminar and function facility. Stage One will cost $2.5 million and take students from 2006.

QANTAS SAYS FUEL SURCHARGES HAVE NOT DECREASED DEMAND

Qantas CEO Geoff Dixon says that Qantas has not seen any decrease in demand after the latest rise in
fuel surcharges on ticket prices. In August, Qantas lifted its fuel charge on ticket prices for the fifth time.
Qantas says there has been no dampening of demand due to these charges either domestically or
internationally.

WA HITS UK TOURISM MARKET WITH A A$2.5 MILLION MARKETING BLITZ

As part of a $2.4 million marketing blitz, business travellers arriving in the UK are being ferried to and
from their homes and hotel rooms by 160 people movers featuring large colour pictures of WA icons
which include Broome camels, whalesharks, dolphins and Cape Leveque. These pictures will be on the
streets of London for the next four months. This is part of a $9 million campaign to market WA around
the world says Tourism Minister Mark McGowan.

MORE TRAVELLERS TO PACIFIC ISLANDS

Twelve months after launching flights to Fiji and Vanuatu in September 2004, low cost airline, Virgin
Pacific Blue reports that visitor numbers to Nadi and Port Vila have increased strongly. The airline said
there has been a 56% increase in the number of visitors travelling from Brisbane to Fiji as well as a
37% increase of travellers from Brisbane to Vanuatu.

MACKAY TOURISM MOVES TO BOOST SYDNEY DEMAND

Mackay Tourism is to step up marketing in Sydney to boost demand for direct flights to Mackay.
$500,000 is to be spent over the next 12 months with some very attractive incentives being offered by
airport operator, Mackay Port Authority.

QANTAS AND JETSTAR EYE OFF INTERNATIONAL MARKETS

Qantas is looking to expand its low cost airline Jetstar. The airline is working on a proposal for a two-
class international airline based in Australia, servicing holiday routes where Qantas does not operate.
Comment More competition for regional destinations

SHIRES WANT A CUT OF STATES’ $7 BILLION GST REVENUE

Areas such as Byron Bay and tropical North Queensland attract millions of domestic and overseas
visitors each year yet local governments see none of the GST money. They struggle to maintain
essential infrastructure services on small ratepayer bases. The National Sea Change Taskforce,
representing 60 shires say that in 2002-03 tourism spending was more than $70 billion but of the $7
billion paid in GST none went to coastal shires. They are seeking special consideration.


Advance Tourism –Snapshots October 2005                                                                     3
SPECIAL REPORT - BROOME BOOMING
Broome Airport recorded its highest ever annual passenger numbers with 250,000 pax for y/e 30 June
last – up 27% on the previous year. Major reason is the growth of airlines operating to Broome and the
competitive fares they offer. Daily direct services now operate from Perth with Skywest, Qantas and
Virgin Blue adding 25% more seats to the route. Air fares are now less than $450 during the peak
season, half the price of two years ago. Broome also has daily flights to Darwin via Kununurra and
weekly flights direct to Adelaide, Melbourne and Sydney.

Demand for the new services can be attributed to strong marketing campaigns by the RTO, Australia’s
Northwest Tourism, major airlines, tour operators and local accommodation providers particularly the
Cable Beach Club. Almost 50% of Broome travellers are repeat visitors with surveys showing that 89%
of people either intend to return or are highly likely to recommend Broome to their friends.

Forecast growth is around 15% although that may be conservative with July a record month with 38,000
passengers – up 21% and August up 16% on the previous year.

Biggest challenge to further growth is more accommodation for Broome, beds being difficult to find in
the peak. However strong shoulder period growth Sep-Oct and Mar-May has led to more
accommodation. Stage 1 of the new Sanctuary Resort is due to open this month plus other new
developments including the new Tropicana Resort on Roebuck Bay adding new beds through to 2007.

Broome is keen to establish international RPT services to Broome, most likely from Singapore, which
will help to tap into Northern Hemisphere markets particularly during their winter. This will make
investment in tourism infrastructure even more attractive. Tourism Australia research indicates
overseas demand for the Outback and the Kimberley is very strong and Broome is an ideal gateway.

To facilitate development of these services, the RTO has received a Federal Government ATDP grant.
Two prominent businessmen from Broome made a one-week “blitz” to the eastern states during
September meeting airline representatives, hoteliers and investors. This was designed to alert major
tourism players that Broome aims to be Australia’s next international gateway. The next step is a high-
level delegation to visit Singapore to meet with tourism officials and potential airlines for the route.

SPECIAL REPORT – SA INVESTS $1 MILLION IN NEW ZEALAND MARKET DEVELOPMENT
To support the introduction of Qantas direct services between Auckland and Adelaide starting
December 2004, South Australian Tourism Commission developed a special two year $1 million
campaign in NZ. Research indicated there was new market potential for direct services.

SA’s largest ever campaign in NZ included
• TV advertisements. To entice NZers to visit SA, images were presented of restaurants, markets,
  beaches and scenic delights of Adelaide/Adelaide Hills, food and wine of the Barossa, River Murray
  with its houseboats and the spectacular Flinders Ranges
• A well-known NZ media personality presented the four commercials. NZers responded well to use of
  local talent
• TV advertising was supported with other media activities
• Advertisements had direct response call to action with respondees receiving a free information kit
• Other supporting promotional activities targeted consumers and trade
• NZ wholesalers also ran newspaper advertising, e-marketing and other activities to leverage off the
  SATC campaign
• A team of SA Regional Marketing Managers visited NZ to make sales calls on the industry.

SATC judged that if there was to be an increase in NZ visitors, it was vital to have
• the support of NZ wholesalers and travel agents,
• offer SA products that the trade could sell, and
• any responses from the campaign could be well serviced by either forwarding the information kit or
   travel agents being equipped to assist clients with travel planning or travel product when in SA.
For these reasons, the campaign was tailored to the needs of the NZ travel industry.




Advance Tourism –Snapshots October 2005                                                               4
Results? ABS statistics for the first four months of the new services showed NZ holiday arrivals were up 85%
and VFR travel up 51%. Hits on the SATC website from NZ doubled. Qantas reported they were extremely
happy with loadings and now Air New Zealand are to stare direct services from March 2006

The next phase of the campaign is due to start early in 2006.


IN BRIEF
• Handy hint for B&Bs. A Snapshots reader recently emailed that for B&Bs, brochures can be a big
   cost if they go straight into the bin so he switched to a bookmark shape brochure (DL size split into
   50mm x 210mm). Two side by side fit into DL display stands. Details: stay@merlotcottage.com.au
• Now that’s service. Recently, while visiting the Mackay website, Advance Tourism hit the icon for a
  copy of the latest Mackay brochure to be forwarded. Congratulations to Mackay, two days later it
  was delivered by post mail. Usually such requests can take up to a week or more for delivery. This
  can often mean prospective customers have lost interest in visiting that particular location.
• The spectacular Blood on the Southern Cross at Sovereign Hill, Ballarat Vic, now delivers the
  commentary in five languages using an 8 channel communications system. The languages are
  French, German, Japanese, Chinese and English. Its introduction was supported with a $100,000
  grant from the Federal Government
• The Queensland Government has announced a grant of $15 million for the development of a cruise
  ship terminal for Townsville. The ocean terminal should be open by 2009
• $1 billion worth of tourism accommodation is being built or planned throughout WA. Tourism Minister
  Mark McGowan said figures reveal investor confidence in the WA tourism industry is high.
• “Holiday in SA and save on fuel” is the message for a SA marketing campaign where a $25 BP fuel
  card and local discount vouchers will be offered to customers taking mid-week South Australian
  Shorts holidays from Oct 16 to Dec 16. A similar scheme initiated by Limestone Coast Tourism SA
  from May 16- Sep 16 last drew over 650 responses.
• Groups of Japanese tourists are to be enticed to the Gold Coast on package tours which will include
  eye surgery. Under the scheme, doctors at an Eye Centre in Southport will organise laser treatment
  for travellers who come to Australia with certain Japanese tour groups.




                            WHAT DOES ADVANCE TOURISM DO?
Advance Tourism is a consultancy that for the last 17 years has specialised in regional and urban
tourism management and marketing. The consultancy has been privileged to be of service to a variety
of clients around Australia including state, regional and local tourism organisations, regional
development boards and others.

The range of projects handled over the years has been diverse. They include tourism development
plans, strategic marketing plans, business plans, feasibility studies, Visitor Information Centre
operational reviews and industry development plans.

This extensive experience is why Advance Tourism is able to regularly release free Tourism Information
Papers for regional Australia on such a wide range of subjects.

Advance Tourism is the only tourism consultancy in Australia that operates nation-wide, remains
informed about tourism developments in regions and uses this knowledge to release newsletters and
tourism information papers free by email throughout Australia and New Zealand.

                                    SUBSCRIBE OR UNSUBSCRIBE
 Should you wish to subscribe or unsubscribe from this free newsletter and periodic Tourism Information Papers
please send an email to advtour@netspace.net.au If you could include the name of your state and organisation
                                      that would be much appreciated.

                                             Produced by
     Advance Tourism, Melbourne Ph (03) 9888 1572 or email advtour@netspace.net au



Advance Tourism –Snapshots October 2005                                                                      5

				
DOCUMENT INFO