$0.9bn total spend. 184,100 arrivals. 6.3m total nights. 26% dispersed nights 1. Hong Kong Market Profile. Performance overview

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1 Market Profile Performance overview In 2013, Hong Kong was Australia s ninth largest inbound market for visitor arrivals, 10th largest market for total expenditure, and 11th visitor nights. It was the 13th largest market for total dispersed nights 1 during The October 2013 issue of Tourism Research Australia s biannual Tourism Forecasts estimates that visitor arrivals from Hong Kong will increase 6 per cent in 2013/14 and 8 per cent in 2014/15, with an annual compound growth rate of 5 per cent expected until 2017/18. $0.9bn total spend Total spend from Hong Kong in 2013 (up 24 per cent on 2012) 3 184,100 arrivals Hong Kong visitor arrivals in 2013 (up 13.4 per cent on 2012) 4 Aviation routes from Hong Kong to Australia 2 Europe China Hong Kong 6.3m total nights Hong Kong visitor nights spent in Australia in 2013 (up 21 per cent on 2012) 3 Singapore Cairns Brisbane 26% dispersed nights 1 Percentage of total Hong Kong visitor nights spent outside gateway cities in 2013 (down 2 per cent on 2012) 3 Australia ranks 2 nd Perth among all out of region outbound 5 destinations for Hong Kong travellers 6 Adelaide Sydney Melbourne Visitor profile in % repeat visitors 3 74% of total arrivals are for leisure years largest demographic 3 $5,352 average spend 3 37 nights average stay 3 NovDec and JunJul peak booking period Chinese New Year, Jul and Dec peak travel period Consumer research For detailed research into how Chinese consumers view Australia and what motivates them to visit the country, see statistics/factsheets 1. Dispersed nights refer to nights spent outside gateway cities of Sydney, Melbourne, Brisbane and Perth. 2. Source: CAPA Centre for Aviation, Official Airline Guide (OAG), and Tourism Australia analysis. 3. Source: International Visitor Survey, Tourism Research Australia. 4. Source: Overseas Arrivals & Departures, Australian Bureau of Statistics. 5. Out of region travel from Hong Kong excludes travel to North East Asia. 6. Source: Tourism Decision Metrics, Tourism Economics. 1 Hong Kong Market Profile 2014

2 Market Performance Arrivals trends History of Visitors from Hong Kong into Australia History of of visitors (000s) International visitor arrivals (000s) International International visitor visitor arrivals arrivals (000s) (000s) YE Dec 2000 YE Dec 2000 YE Dec 2001 YE Dec 2001 YE Dec 2002 YE Dec 2002 YE Dec 2003 YE Dec 2003 YE Dec 2004 YE Dec 2004 YE Dec 2005 YE Dec 2005 Source: Australian Bureau of Statistics, Overseas Arrivals & Departures Hong Hong Kong Kong Source Source : Australian : Australian Bureau Bureau of of Statistics Statistics, Overseas, Overseas Arrivals Arrivals and and Departures Departures YE Dec 2006 YE Dec 2006 YE Dec 2007 YE Dec 2007 YE Dec 2008 YE Dec 2008 YE Dec 2009 YE Dec 2009 YE Dec 2010 YE Dec 2010 YE Dec 2011 YE Dec 2011 YE Sep 2012 YE Sep 2012 YE Dec 2013 YE Dec 2013 History of Visitors from Hong Kong by Purpose of Visit International International visitors visitors by by main main purpose purpose of of visit visit Hong Hong Kong Kong International visitor arrivals (000s) International visitor arrivals (000s) YE Dec 2000 YE Dec 2000 YE Dec 2001 YE Dec 2001 YE Dec 2002 YE Dec 2002 YE Dec 2003 YE Dec 2003 Source : Australian Bureau of Statistics, Overseas Arrivals and Departures Source : Australian Bureau of Statistics, Overseas Arrivals and Departures YE Dec 2004 YE Dec 2004 YE Dec 2005 YE Dec 2005 Source: Australian Bureau of Statistics, Overseas Arrivals & Departures YE Dec 2006 YE Dec 2006 YE Dec 2007 YE Dec 2007 YE Dec 2008 YE Dec 2008 YE Dec 2009 YE Dec 2009 YE Dec 2010 YE Dec 2010 YE Dec 2011 YE Dec 2011 YE Sep 2012 YE Sep 2012 YE Dec 2013 YE Dec 2013 VFR VFR Business Business Education Education Employment Employment Others Others 2 Hong Kong Market Profile 2014

3 Total numbe 30,000 20,000 10, to 59 yrs 60 yrs & over Hong Kong Market Performance Visitor Arrivals by Purpose of Visit for Hong Kong: Visitor Arrivals by Purpose of Visit Source: Australian Bureau of Statistics, Overseas Arrivals and Departures 100,000 90,000 Total number of visitors Total number of visitors 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 Visiting friends or relatives Business Education Employment Others Source: Australian Bureau of Statistics, Overseas Arrivals & Departures Visitor Arrivals by Age for Hong Kong: Visitor Arrivals by Age Source: Australian Bureau of Statistics, Overseas Arrivals and Departures 60,000 Under 15 yrs 50, to 29 yrs Total number of visitors Total number of visitors 40,000 30,000 20, to 44 yrs 45 to 59 yrs 60 yrs & over 10,000 Source: Australian Bureau of Statistics, Overseas Arrivals & Departures Hong Kong: Visitor Arrivals by Purpose of Visit Hong Kong Market Profile 2014 Source: Australian Bureau of Statistics, Overseas Arrivals and Departures 100,000 90,000

4 : Visitor Spend by Purpose of Visit Total Sp 200, , ,000 50, yrs & over Hong Kong Market Performance Expenditure trends Visitor Spend by Purpose of Visit for Total Spend (A$ 000s) Total Spend (A$ 000s) 350, , , , , ,000 50,000 Hong Kong: Visitor Spend by Purpose of Visit Source: International Visitor Survey (Tourism Research Australia) Visiting friends and relatives Business Education Employment Others Source: International Visitor Survey (Tourism Research Australia) Visitor Spend by Age for Total Spend (A$ 000s) Total Spend (A$ 000s) 500, , , , , , , , ,000 50,000 Hong Kong: Visitor Spend by Age Source: International Visitor Survey (Tourism Research Australia) 1529 yrs 3044 yrs 4559 yrs 60 yrs & over Source: International Visitor Survey (Tourism Research Australia) 4 Hong Kong Market Profile 2014

5 Market Performance Visitor profiles Spend per trip $3,752 Stay 23.8 nights Spend per night $157 Visiting Friends and Relatives Spend per trip $2,872 Stay 16.7 nights Spend per night $172 Leisure Spend per trip $3,418 Stay 21.1 nights Spend per night $162 Business Spend per trip $3,295 Stay 8.1 nights Spend per night $406 International Visitor Survey (Tourism Research Australia). Note: Data refers to an average of Hong Kong Market Profile 2014

6 Aviation Landscape > > Hong Kong is one of Australia s most important hubs, with a choice of airlines flying to most Australian cities (excluding Darwin and Gold Coast). Hong Kong s hub status for Australia has been challenged in recent years with strong capacity growth to Australia out of China and the rise of Low Cost Carriers (LCCs) in the region. Growth is also being impacted by restrictions under bilateral agreements (between the Hong Kong and Australian governments) and the infrastructure at Hong Kong s International Airport, with its two existing runways likely to be at capacity within the next two to three years. > > Capacity to Australia from Hong Kong declined in 2013, following capacity reductions by both Cathay Pacific and Qantas. In March 2013, Qantas withdrew its Hong KongPerth services. > > As capacity declined on the route in 2013, average load factors increased to 82 per cent, up eight percentage points compared to Average loads typically record above 90 per cent for many months, with softer loads reported during March, April and May. > > Growth is expected to rebound in 2014 and 2015, despite constraints by bilateral restrictions. Cathay Pacific is currently operating its full entitlements and Hong Kong Airlines (a potential new entrant) is unable to launch Australian services. A date for further talks has not been set however correspondence continues between the two governments.»» In late 2013 and early 2014 Cathay Pacific grew capacity to Australia, increasing frequencies on existing routes and adding new nonstop services to Adelaide Aviation routes from Hong Kong to Australia Europe China Singapore Hong Kong and Cairns (previously operated via another Australian port).»» Qantas added additional A380 services on the Hong Kong Sydney route between November 2013 and March > > From 5 May 2014, Virgin Atlantic withdrew its only Australian services (daily London HeathrowHong KongSydney). > > Seat availability for local Hong Kong residents is expected to remain a challenge due to the flow of traffic from mainland China and increasingly North America. European traffic is expected to ease slightly following Qantas rerouting of its European capacity via Dubai. This will also effectively increase capacity on the Hong KongAustralia route. > > Low Cost Carriers (LCC s) currently operate a small share of total capacity out of Hong Kong. However LCCs such as Scoot, Perth Adelaide Cairns Melbourne Sydney Brisbane AirAsia X and Jetstar have expanded into North Asia during 2013, offering additional connections to Australia via Southeast Asia. Jetstar Hong Kong, a joint venture between Qantas and China Eastern, also plans to launch short haul services from Hong Kong in The airline currently has nine A320 aircraft on the ground waiting for licence approval. > > Alliances continue to develop and shape the market:»» From 31 March 2013, British Airways and Cathay Pacific commenced codesharing on the London Australia route via Hong Kong.»» The Qantas Group, which includes its affiliate carriers such as Jetstar Hong Kong, gained approval to increase coordination of services and marketing in Hong Kong. 3% 6% 7% 29% 9% 46% Key airlines and share of passengers Airline Cathay Pacific 51% 49% 52% 47% 46% Qantas Airways 28% 28% 24% 31% 29% Virgin Atlantic 8% 6% 8% 7% 7% Singapore Airlines 5% 5% 5% 6% 6% Air Asia X 0% 1% 1% 1% 3% Other 8% 11% 10% 9% 9% Table includes direct and indirect capacity Source: Department of Immigration and Border Protection 6 Hong Kong Market Profile 2014

7 Aviation Landscape Direct aviation capacity from Hong Kong to Australia Direct aviation capacity from Hong Kong to Australia 1,500 Seats per year ('000) Seats per year ( 000) 1,200 +5% +7% 5% +2% +5% (F) 2015 (F) Source: Source: Department of of Infrastructure Infrastructure and Regional and Regional Development Development Note: Note: (F) (F) is is a a forecast based on on Tourism Tourism Australia Australia analysis analysis, chart includes direct services only Weekly services to Australia Operating Airlines Flights per week Cathay Pacific >7 7>4 0>4 0>4 7>3 Qantas Route Hong KongSydney Hong KongMelbourne* Hong KongPerth Hong KongBrisbane* Hong KongBrisbaneCairns Hong KongCairns* Hong Kong Adelaide Hong KongMelbourne Adelaide Hong KongSydney^ Hong KongMelbourne^ Hong KongBrisbane^ Virgin Atlantic 7>0 LondonHong KongSydney # Alliance/Codeshare partner (on route) Finnair, Coyne Airways, Qantas Table includes direct services only * Cathay Pacific increased its Hong Kong Brisbane services from four per week to daily from 30 March 2014 and launched four weekly non stop Hong Kong Cairns services. In late 2013 Cathay Pacific also increased its Melbourne services and will make all Adelaide services non stop ^ Qantas suspended its two weekly Hong KongPerth service (from 31 March 2013), reduced Hong Kong Sydney frequencies from 11 per week to daily (from 31 March 2013) and increased its Hong KongBrisbane frequencies from four per week to daily (from 24 June 2013). Australian services were also retimed following Qantas/ Emirates alliance. ^ Jetstar suspended its three weekly BeijingSingapore services from 30 November 2013 # Virgin Atlantic ceased its daily Hong KongSydney services from 5 May 2014 Source: CAPA Centre for Aviation and OAG, Tourism Australia analysis 7 Hong Kong Market Profile 2014

8 Distribution The travel distribution system in Hong Kong remains relatively traditional, with most consumers choosing to book through the extensive branch office networks of retail agencies. Online bookings are becoming increasingly important, with major retail agencies investing in online bookings platforms. Distribution System Wholesalers/ Large Agents Commission Level: 3% to 5% > > There are a small number of key wholesalers that offer commissionable packages to outbound travel agents. > > Jetour s, Kuoni Travel and Charming s are the key wholesalers for group travel which offer programs to Australia. To ensure differentiation to major retail agents, this group of wholesalers promote niche and diverse products. Their business model also operates directly to consumers, however this only represents a minor share of business. > > Airlines in Hong Kong that fly to Australia have travel seller departments and act as the major wholesalers in the market for the free and independent travel (FIT) segment. These are: Qantas s, Cathay Pacific s and SIA s. They also have their own networks of retail agencies. Special Interest > > Specialised niche travel agents are growing in the market catering to a specific target audience, promoting experiences such as golf, luxury, romance (overseas trips for prewedding photography and honeymoon travel) and diving. > > Packages to international marathons are popular for Hong Kong visitors, particularly the Gold Coast Marathon. > > Cruise packages are increasingly in demand and popular amongst families. Retail Agents Commission Level: up to 3% > > The Travel Industry Council in Hong Kong has 1,732 travel agent members, which includes 1,510 outbound agents. > > Key outbound retail agents have extensive branch office networks which promote ticketing and commissionable packages. > > Depending on airline pricing, retail agents adjust the inclusions and itineraries for Australia. Packages often have a limited shelflife and the frequent production of brochures and flyers provide an opportunity for different operators to become involved in tour programs at varying times of the year. > > Wing On Travel and Hong Thai Travel are the two main retail agents in Hong Kong. They have an extensive network of branches and together account for 60 per cent of group business. > > Major group retail agents in Hong Kong include: Miramar Travel Limited, EGL Tours Company Limited and Morning Star Travel Services Limited. > > Major package retail agents include Travel Expert, Wincastle Travel, Westminster Travel, Lotus Tours and Jebsen. > > Retail agencies, including Amusing Travel Plan Limited, Goldjoy s and S Travel Limited, also develop new and themed itineraries to compete with major retailers. Throughout the year, these agencies drive tactical promotions with short lead times, promoting special valueadd offers. Online > > Online Travel Agencies (OTAs) active in the market are Priceline, Travelport, and Zuji Travel, who sell airfares and packages with airfares and accommodation. They work with global distributors, hotel partners and inbound tour operators (ITOs). > > Traditional group retail agents have also increased their focus online in order to capture a larger market share of free and independant travellers, e.g. Wing On Travel and Hong Thai Travel. Aussie Specialists > > The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop retail agents to sell Australia. > > As at 28 April 2014, there were 1,030 qualified Aussie Specialists in Hong Kong and a further 756 agents in training. Inbound Tour Operators Commission Level: 10% to 15% > > Inbound Tours Operators (ITOs) handle all group business from Hong Kong to Australia and play a key role in developing new itineraries and products for the Hong Kong market. 8 Hong Kong Market Profile 2014

9 Distribution Trends Distribution > > A number of National Tourist Offices have established a presence (via an office or representation) in Hong Kong as the market grows, such as Czech Tourism and Brand USA. > > Retail group agents are promoting new destinations or itineraries in an attempt to sustain market share with the growing Free and Independent Traveller (FIT) trend. > > There is a growing trend towards digital applications, such as retail agencies using QR codes used for itinerary promotion. > > The number of online players catering for the FIT segment is growing, with operators such as Agoda.com, and Hotelclub.com increasing their sales efforts. Planning and purchasing travel > > The most common Australian travel package is seven to eight days through Eastern Australia for group travel, and three to five night trips for the FIT market. Australia is considered a popular Western destination in Hong Kong and attracts repeat visitation. > > Air and accommodation only packages have gained market share as experienced Hong Kong travellers, especially to repeat destinations, prefer FIT travel. > > Hong Kong consumers tend to make purchasing decisions based on valueadd offers and are prepared to spend more for higher quality products and services, such as fivestar hotels or a business class upgrade with a competitive price. > > Lead times for leisure travel bookings are becoming shorter. > > Printed materials such as guide books for destination information are still popular but there is a trend towards destination apps and electronic guidebooks. Planning a visit to market Top tips for sales calls > > As the turnover rate for retail agency frontline staff is high, it is worthwhile for Australian products to arrange inhouse training for committed travel agent partners on sales calls. > > Valueadd or competitive pricing offers during the low season travel period from March to June are useful to trigger tactical campaigns with travel agent partners. > > The best time for sales calls targeting low season business is after Chinese New Year. To capture high season business and have products included in itineraries, visit the market after Easter for July and August high and shoulder season, and August or September for Christmas and Chinese New Year high season. > > For more general information on sales calls and planning a visit to market, please see Tourism Australia s Planning for Inbound Success ebook at 9 Hong Kong Market Profile 2014

10 Distribution Seasonality > > The peak booking periods for travel to Australia are before Chinese New Year (November to December) and the summer holiday period (end June/early July). > > The peak travel periods to Australia are Chinese New Year, July and December. > > The shortterm study tour market usually peaks in July. Seasonality of visitors from Hong Kong 30,000 25,000 Seasonality of visitors from Hong Kong 20,000 15,000 10,000 5, Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source : Overseas Source : Overseas Arrivals Arrivals & Departures, & Departures, Australian Australian Bureau Bureau of Statistics of Statistics Key trade and consumer events Event Location Date Corroboree Greater China 2014 Gold Coast 2427 June 2014 Australian Tourism Exchange (ATE) Melbourne, Australia 2125 June 2015 Where to find more information Tourism Australia s activities in Hong Kong are managed from its Hong Kong office. For more information visit Tourism Australia s corporate website at Australian State and Territory Tourism Organisations operating in Hong Kong include: the South Australian Tourism Commission, Tourism and Events Queensland, and Tourism Tasmania. Also see: Hong Kong Country Brief published by the Department of Foreign Affairs and Trade at For the latest arrivals statistics, visit: For the latest International Visitor Survey statistics, visit: Please note In March 2014, the Australian Bureau of Statistics (ABS) released revised estimates (covering the period from July 2004 to December 2013) for international visitor arrivals and departures in its Overseas Arrivals and Departures (OAD) publication. The changes reflect major revisions to the methodology for inputting missing traveller data, which led to substantial downward revisions for business travel and numerous markets. The International Visitor Survey (IVS) statistics incorporate the ABS changes to visitor arrival statistics from the March quarter Tourism Research Australia (TRA) advise that there is now a break in series for the IVS statistics from the March quarter 2005, and that previous editions of the IVS should be used with caution. For more information, please refer to the ABS and TRA websites, and 10 Hong Kong Market Profile 2014

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