Marketing in International Markets

26 October 2011

International markets are strategically vital to NSW’s tourism industry as they have the greatest potential for significant growth in visitor arrivals and expenditure. International visitors to NSW stay longer than domestic visitors and spend more.

Destination NSW has seven overseas offices which coordinate marketing activity for key markets such as: China; Japan; the UK and parts of Europe; North America; New Zealand; India and south east Asia.

However tapping these markets can be prohibitively expensive; and the weight of competitive marketing activity from rival countries can be daunting.

For this reason the key marketing focus for Destination NSW is to work through industry partnerships. Together we have more chance of creating a consistent marketing impact than trying to do so independently.

Marketing Approach

At a consumer level international audiences have quite limited knowledge of what to do and see in Australia - but they are motivated by nature experiences and iconic destinations such as Uluru, the Great Barrier Reef and Sydney.

To leverage consumer interest in Sydney and attract more visitors to the State, Destination NSW’s primary focus in international markets is to promote Sydney and close surrounding regions such as the Hunter Valley and the Blue Mountains.

Promotional activity is also undertaken to support major coastal touring routes and areas of outstanding natural appeal including alpine, coastal and tropical regions.

Target Audiences

The primary international holiday target audiences are professionals aged 25-54 earning above average income and living in major cities. Compared to the average consumer these ‘experience seekers’ are individuals who spend more and like to engage with local people and lifestyle. Other important segments are youth - which include backpackers and working holiday visitors and education visitors.

Partnership Marketing

Destination NSW conducts much of its brand marketing activity in conjunction with major industry partners such as Tourism Australia, which provides a cooperative platform for State promotions.

Destination NSW coordinates and encourages participation by NSW tourism operators for these programs.

We also initiate targeted independent consumer print, digital and publicity activity - usually in association with international airline partners and travel wholesalers.

Distribution Development

A critical objective for Destination NSW’s overseas teams is to encourage the packaging and sale of NSW destinations and product experiences through travel distributors such as airlines, retail agents and wholesalers.

Destination NSW conducts regular sales calls with distributors and also organises cooperative trade marketing activities for NSW operators. These include participation at trade and consumer travel shows; trade missions to key markets; and agent familiarisation visits to Australia. The aim: to help industry operators get their product to market.

Make contact with international marketing staff