$ bn. $1.2bn total spend. 343,600 arrivals. 6.4m total nights. 1.6m dispersed nights 1. Singapore Market Profile

Transcription

1 Market Profile In 2012, Singapore was Australia s sixth largest inbound market for visitor arrivals, the seventh largest market for total expenditure and 11th for visitor nights. It was also 13th for total dispersed nights 1 during Findings from Tourism Australia s recent international tourism research project 2, indicate that when selecting a holiday destination Singaporean visitors are wanting (in order of importance): a safe and secure destination, value for money, a family friendly destination, friendly and open locals, and good food and wine. Compared to other out of region destinations, Australia ranks very highly for safety and security, family friendliness, natural beauty and coastal scenery. The research shows that Australia delivers a positive holiday experience that exceeds the expectations of Singaporean visitors. The latest forecast by the Tourism Forecasting Committee (TFC), released in October 2012, estimates that arrivals from Singapore will grow 3 per cent in both 2012/13 and 2013/14, with a 3 per cent annual compound growth rate expected between 2011/12 and 2016/17. $ bn Potential for the Singapore market to be worth by 2020 (Tourism 2020) $1.2bn total spend Total spend from Singapore in 2012 (up 2 per cent on 2011) 4 343,600 arrivals Singaporean visitor arrivals in 2012 (up 7.9 per cent on 2011) 5 Key airlines and share of passengers in Singapore Airlines Qantas Scoot Emirates Jetstar Other Table includes direct and indirect capacity Visitor profile in % 3% 6% 4% 14% 7% 18% 17% 50% 54% 6.4m total nights Singaporean visitor nights spent in Australia in 2012 (up 12 per cent on 2011) 4 1.6m dispersed nights 1 Singaporean visitor nights spent outside gateway cities in 2012 (up 13 per cent on 2011) 4 Australia ranks 4th among all out of region outbound destinations for Singaporean travellers 6 82% repeat visitors 4 63% of total arrivals are for leisure years largest demographic 5 $4,027 average spend 4 21 nights average stay 4 Apr-Jun and Oct-Dec peak booking period Nov-Dec and Jun peak travel period In this Market Profile Market Performance Consumer Research Aviation Landscape Distribution Find More Information Sources: 1. Dispersed nights refer to nights spent outside gateway cities of Sydney, Melbourne, Brisbane and Perth 2. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, Department of Immigration and Citizenship (Aviation) 4. International Visitor Survey (Tourism Research Australia) 5. Australian Bureau of Statistics, Overseas Arrivals & Departures 6. Tourism Economics, Tourism Decision Metrics 1 Singapore Market Profile April 2013

2 Market Performance 1.1 Arrivals trends 400,000 History of Visitors from Singapore into Australia Source: Australian Bureau of Statistics, Overseas Arrivals & Departures 350,000 Total Arrivals per Year 300, , , , ,000 50,000 0 Dec80 Dec84 Dec88 Dec92 Dec96 Dec00 Dec04 Dec08 Dec12 > > In 2012, Singapore was Australia s sixth largest inbound market for visitor arrivals. > > Arrivals to Australia from Singapore have seen a 2 per cent annual compound growth rate between 2002 and > > The market saw a dip in arrivals in 2002 to 2003, when the SARS outbreak in Asia affected outbound travel demand across the region. > > Arrivals from Singapore reached record numbers in 2011, off the back of solid economic growth, strong consumer confidence and good aviation capacity. > > The entry of low cost carrier Scoot s services from Singapore to Sydney and Gold Coast in June 2012 has also stimulated holiday travel demand. For the period of July to December 2012, total arrivals out of Singapore have grown 14 per cent, primarily driven by Holiday arrivals which increased by 25 per cent. 2 Singapore Market Profile April 2013

3 Market Performance 1.2 Australia s market share 7 Australia s market share of Singapore outbound travel > > Outbound travel from Singapore remained flat in 2012 with 7.9 million trips, compared to 7.8 million trips in > > Australia s share of Singapore s total outbound travel has declined from 6 per cent in 2002 to 4 per cent in Singapore: Total Outbound & Australia's Market Share Source: Tourism Economics (Tourism Decision Metrics) 10,000 4, % 4, % 4, % 5, % 5, % 5, % 6, % 6, % 6, % 7, % 7, % 7, % 8.0% Outbound Travellers (000s) 5, % Market Share (%) (f) Total Outbound (000s) Australia's Share of Total Outbound (%) Note: 2012 is a forecast value 0.0% Top five outbound destinations from Singapore > > In 2012, the top five outbound destinations from Singapore were Malaysia, Indonesia, China, Thailand and Hong Kong. > > Australia ranked 7th among all outbound destinations, unchanged from ,000 Trend of Top 5 Outbound Destinations from Singapore Source: Tourism Economics (Tourism Decision Metrics) 14,000 Outbound Travellers (000s) 12,000 10,000 8,000 6,000 4,000 2,000 0 Malaysia Indonesia China Thailand Hong Kong Australia Note: 2012 is a forecast value 7. Figures for 2012 in this section are based on forecast data, last updated 14 February Singapore Market Profile April 2013

4 Market Performance Australia s market share of out of region travel > > Out of region travel from Singapore excludes travel to South and South East Asia. > > Out of region travel from Singapore increased from 1.8 million trips in 2002 to 3.8 million trips in > > Australia s share of Singapore s total out of region outbound travel has declined from 15 per cent in 2002 to 8.4 per cent in Outbound Out of Region Travellers (000s) 5,000 2,500 1, % Singapore: Out of Region Outbound & Australia's Out of Region Market Share 1, % 1, % 1, % Source: Tourism Economics (Tourism Decision Metrics) 2, % 2, % 2, % 2, % 2, % 3, % 3, % 3, % 20.0% 10.0% Market Share (%) (f) Total Outbound (000s) Australia's Share of Total Outbound (%) Note: 2012 is a forecast value 0.0% Australia s competitor destinations from Singapore > > In 2012, the top five destinations for Singapore travellers, outside of South and South East Asia were China, Hong Kong, Taiwan, Australia and South Korea. > > Australia s ranking among out of region destinations was unchanged in 2012, remaining at 4th. 1,200 Trend of Top 5 Out of Region Outbound Destinations from Singapore Source: Tourism Economics (Tourism Decision Metrics) Outbound Out of Region Travellers (000s) 1, China Hong Kong Taiwan Australia South Korea Note: 2012 is a forecast value 4 Singapore Market Profile April 2013

5 Market Performance 1.3 Visitor arrivals by age and purpose of visit Analysis of visitors from Singapore in 2012 > > In 2012, the majority of arrivals from Singapore visited Australia for Leisure purposes, with Holiday representing 48 per cent of total arrivals, and Visiting Friends and Relatives (VFR) representing 15 per cent. > > The largest age demographic was 30 to 44 years, representing 34 per cent of total visitors. > > Of total Business arrivals from Singapore in 2012, there were 7,000 convention/conference visitors. Visitors from Singapore by Age and Purpose of Visit for 2012 Source: Australian Bureau of Statistics, Overseas Arrivals & Departures 140,000 Holiday 163,510 (48%) Visit Friend/ Relatives 51,490 (15%) Business 73,780 (21%) Education 19,770 (6%) Employment 8,210 (2%) Other 26,920 (8%) 120,000 Total Singapore 343,680 (100%) ,000 Total Number of Visitors 80,000 60,000 40,000 20,000 0 Under 15yrs 15 to 29yrs 30 to 44yrs 45 to 59yrs 60yrs & over 41,380 (12%) 80,620 (23%) 115,530 (34%) 76,070 (22%) 30,080 (9%) 5 Singapore Market Profile April 2013

6 Market Performance Age demographic of visitors from Singapore for > > Over the past decade, the 30 to 44 years of age demographic has been the largest visitor segment of Singapore, achieving a 2 per cent annual compound growth rate between 2002 and > > In 2012, the youth segment (15 to 29 year olds) reached its peak for the past decade and became the second largest visitor segment out of Singapore. 140,000 Singapore: Visitor Arrivals by Age for Source: Australian Bureau of Statistics, Overseas Arrivals and Departures Under 15 yrs Total number of visitors 120, ,000 80,000 60,000 40, to 29 yrs 30 to 44 yrs 45 to 59 yrs 60 yrs & over 20, Visitor segments from Singapore for > > The Holiday segment has been the largest segment of visitors out of Singapore over the past decade, reaching its peak in > > The VFR segment has remained resilient, achieving an annual compound growth rate of 5 per cent between 2002 and , ,000 Singapore: Visitor Arrivals by Purpose of Visit for Source: Australian Bureau of Statistics, Overseas Arrivals and Departures Holiday Total number of visitors 140, , ,000 80,000 60,000 40,000 Visit Friends/Relatives Business Education Employment 20, Others 6 Singapore Market Profile April 2013

7 Market Performance 1.4 Spend by age and purpose of visit Breakdown of spend by visitors from Singapore for > > On average from 2008 to 2012, the largest spending segments were Holiday and Education visitors, each representing 31 per cent of total spend. This was followed by Visiting Friends and Relatives (VFR), representing 11 per cent. > > The largest spending age group was 15 to 29 year olds, representing 43 per cent of total spend by Singaporean visitors. Spending by Visitors from Singapore by Age and Purpose of Visit for Source: International Visitor Survey (Tourism Research Australia) Holiday $336,218 (31%) Visit Friend/ Relatives $115,437 (11%) Business $214,506 (20%) Education $337,930 (31%) Employment $66,422 (6%) Other $27,950 (3%) $500,000 $450,000 Total Singapore $1,098,462 (100%) + $400,000 - $350,000 Total Spend by Visitors (A$ 000s) $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 Under 15yrs 15 to 29yrs 30 to 44yrs 45 to 59yrs 60yrs & over Not covered by $469,186 (43%) $321,099 (29%) $246,418 (22%) $61,760 (6%) the IVS Note: Data in graph refers to an average of Singapore Market Profile April 2013

8 Market Performance Spend by age group from Singaporean visitors for > > Visitors aged 15 to 29 years have consistently spent more money in Australia over the past decade than any other age group, primarily attributed to Education purposes. > > Spend by visitors aged 15 to 29 reached its peak in 2012, accounting for 46 per cent of total spend by Singaporean visitors for that year, whereas spend by 30 to 44 year olds and 45 to 59 year olds declined. $600,000 $500,000 Singapore: Visitor Spend by Age for Source: International Visitor Survey (Tourism Research Australia) yrs Total Spend (A$ 000s) $400,000 $300,000 $200,000 $100, yrs yrs 60 yrs & over $ Spend by purpose of visit segments for > > In 2012, spend by the Education segment overtook the Holiday segment, for the second time in the past decade. > > Spend by the VFR segment has been steady, demonstrating resilience in the past decade. Total Spend (A$ 000s) $500,000 $450,000 $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $- Singapore: Visitor Spend by Purpose of Visit for Source: International Visitor Survey (Tourism Research Australia) Holiday Visiting Friends/Relatives Business Education Employment Others 8 Singapore Market Profile April 2013

9 Market Performance 1.5 Visitor profiles for spend and nights Average visitor Spend per trip $4,114 Stay 20.9 nights Spend per night $197 Purpose of visit Holiday Spend per trip $2,798 Stay 10 nights Spend per night $279 Visiting Friends and Relatives Spend per trip $2,766 Stay 16.2 nights Spend per night $171 Business Spend per trip $3,223 Stay 8.9 nights Spend per night $361 Other (including education and employment) Spend per trip $11,207 Stay 80.5 nights Spend per night $139 Age groups 15 to 29 years Spend per trip $6,693 Stay 42.1 nights Spend per night $ to 44 years Spend per trip $3,127 Stay 13.2 nights Spend per night $ to 59 years Spend per trip $3,408 Stay 12.2 nights Spend per night $ years & over Spend per trip $2,818 Stay 18.1 nights Spend per night $156 International Visitor Survey (Tourism Research Australia) Note: Data refers to an average of Singapore Market Profile April 2013

10 Consumer Research In 2012, Tourism Australia undertook a major international tourism research project 8 into how global consumers view Australia and what most motivates them to visit, identifying the triggers and experiences important to the consumer when selecting a holiday destination. The research involved 13,389 consumers across 11 markets, who have travelled long haul in the past two years and/or plan to travel long haul in the next few years. The results below refer to the responses of Singaporean consumers. 2.1 What travellers from Singapore want in a holiday destination Participants were asked what they look for when choosing any holiday destination. The graph below outlines the top five considerations of Singaporean respondents. Singapore Their key considerations are: safety and security, value for money, a family friendly destination, friendly and open locals, and good food and wine. Singapore: Top 5 Importance Factors A safe and secure destination 73 A destination that offers value for money 56 A family friendly destination Friendly and open citizens, local hospitality Good food, wine, local cuisine and produce World class beauty and natural environments Great shopping / world class brand names Rich history and heritage Clean cities, good road infrastructure with clear signposts A range of quality accomodation options 23 Spectacular coastal scenery Native or cultural heritage or activities Romantic destination Flights with no stop-overs Good leisure activities such as nightclubs/bars and/or casinos Luxury accommodation and facilities Different and interesting local wildlife Ease of obtaining visa 8 Great swimming beaches 7 Read as: 73 per cent of Singaporean respondents ranked a safe and secure destination in their top five considerations when choosing a destination 8. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, Singapore Market Profile April 2013

11 Consumer Research 2.2 Associations with Australia For Singaporean respondents, Australia is known for being a safe and secure and family friendly destination, with good food and wine and coastal scenery. Compared to other out of region destinations, Australia ranks highly (first, second or third) for safety and security, family friendliness, friendly locals and natural beauty. 2.3 Opportunities for Australia highlighted by the research The research shows that Australia delivers a positive holiday experience that exceeds the expectations of Singaporean visitors. This was particularly clear for their perception of Australia offering value for money, good food and wine, and natural beauty. Despite unfavourable exchange rates, Singaporeans who had visited Australia perceived their experiences delivered value for money. Noting that value was not defined during the research and is considered a subjective term. Food and wine ranked very highly amongst those who have visited Australia and sampled the country s offering, compared to the perceptions of those who had not been. Likewise, Australia s natural beauty exceeded the expectations of Singaporeans once they had visited. These present possible future marketing opportunities. 2.4 Preferred Australian experiences Singaporean respondents prefer experiences in Australia which include aquatic wildlife, shopping, coastal or harbour settings and/or food and wine. Compared to the average across all markets, Singaporeans differed by ranking shopping and food and wine experiences in their top preferences. 11 Singapore Market Profile April 2013

12 Aviation Landscape 3.1 Summary > > Singapore is an important aviation hub for Australia with numerous services from Singapore flying to nearly all of Australia s gateway cities, with some serviced twice daily. > > Singapore s hub status is expected to strengthen in the coming years as Singapore Airlines and its subsidiaries, SilkAir and Scoot, increase services to Australia. Jetstar has also set up a base in Singapore and Qantas increased its services originating in Singapore from March > > In 2012, there was strong capacity growth on the Singapore-Australia route, attributed to new entrants such as Scoot and SilkAir, and existing carriers opening up new routes. > > Singapore Airlines is the key carrier, carrying over half of all Singaporean tourists into Australia in > > Alliances continue to develop and shape the market:»» Singapore Airlines and Virgin Australia continue to develop their alliance and recently announced plans to exchange equity (pending regulatory approval).»» Scoot is reportedly in discussions with other carriers including Tiger Airways regarding codeshare opportunities (Source: CAPA centre for aviation).»» The Qantas Group including its affiliate carriers such Jetstar Asia (based in Singapore) plans to increase coordination of services and marketing in Singapore. 3% 6% 14% 17% 10% 50% Middle East Europe Asia Operating Airlines Singapore Airlines Singapore Flights per week Qantas >0 Jetstar Emirates 7 7 Scoot 7 5 Route Singapore-Perth Singapore-Sydney Singapore-Brisbane Singapore-Melbourne Singapore-Adelaide Key airlines and share of passengers Airline Singapore Airlines 64% 57% 55% 57% 50% Qantas 24% 20% 21% 20% 17% Scoot 0% 0% 0% 0% 14% Emirates 1% 7% 8% 8% 6% Jetstar 2% 8% 5% 4% 3% Other 9% 8% 11% 11% 10% Table includes direct and indirect capacity Perth Singapore-Sydney Singapore-Perth Singapore-Brisbane Singapore-Melbourne Singapore-Adelaide-Sydney Singapore-Melbourne Singapore-Darwin-Melbourne Singapore-Darwin Singapore-Brisbane Singapore-Melbourne Singapore-Sydney Singapore-Gold Coast Darwin Adelaide Melbourne Brisbane Gold Coast Sydney Alliance/Codeshare partner (on route) Virgin Australia, Air NZ, Virgin Atlantic, Lufthansa, Egyptair Emirates, China Eastern, Finnair, Japan Airlines/JAL, Jet Airways, Jetstar, Jetstar Asia Qantas, Jetstar Asia Qantas Tiger Airways 7 Singapore-Perth Jetstar Asia 7 Singapore-Perth Qantas, Jetstar British Airways 7 London-Singapore-Sydney Etihad 3-->7 Abu Dhabi-Singapore-Brisbane Virgin Australia Silk Air 4 Singapore-Darwin Singapore Airlines, Virgin Australia Source: Innovata, Northern Summer Scheduling Season (31 March 2013 to 26 October 2013) Note: Table includes direct services to Australia only 12 Singapore Market Profile April 2013

13 Aviation Landscape 3.2 Trends Capacity > > In 2012, capacity from Singapore to Australia increased by 10 per cent, this was boosted by the entrance of new carriers Scoot and SilkAir, as well as existing carriers such as Singapore Airlines and Qantas increasing capacity. Further growth of approximately 25 to 30 per cent is expected during > > Australia has gained significant market share of aviation capacity out of Singapore compared to similar haul destinations. In 2013, it is forecast that Australia will overtake China in terms of capacity out of Singapore, and Australia is expected to gain additional market share in North Asian countries (excluding Hong Kong) have also reported strong growth in recent years. Seats per year (000s) Capacity from Singapore to Australia vs competitor destinations Source: Innovata; Department of Infrastructure and Transport Forecasts l l l l l l l Australia - Up 10.1% China - Up 23.4% Hong Kong - Up 0.7% Japan - Up 8.6% Taiwan - Up 13.8% United Kingdom - Up 9.0% South Korea - Up 17.6% Dec-07 Dec-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 l l New Zealand - Down 3.3% South Africa - Down 3.2% Note: Chart includes direct capacity only and above percentages reflect change in direct capacity from 2011 to 2012 Average loads > > Load factors or seat utilisation is the ratio of passengers carried to the number of seats available, expressed as a percentage. > > Despite strong capacity growth, average load factors remained at 80 per cent in both 2011 and Aggressive pricing could be a contributing factor to strong growth in Singaporean arrivals coming to Australia and Australians travelling outbound. Arrivals from Australians visiting Singapore increased 5 per cent. > > Average loads are particularly high during Australian school holidays (January/February, July) and softer during May. 100% Loads and seasonality in 2012 Singapore to Australia Source: Department of Infrastructure and Transport Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Monthly load factors 95% 90% 85% 80% 75% 70% 65% 60% Low seat availability Sustainable seat availability High seat availability Note: Chart includes direct capacity only 13 Singapore Market Profile April 2013

14 Distribution 4.1 Distribution system Online booking is growing rapidly in Singapore as airlines and retail agencies expand their online presence for both group and Free Independent Travel (FIT). Consumers in Singapore are value-conscious and actively seek destination information and deals before making travel purchases. Wholesalers/ Large Agents Commission Level: 10% to 15% > > The traditional wholesaler model does not apply in Singapore. Large retail agencies brochure and market their own programs with links to Inbound Tour Operators (ITOs). > > Large travel agencies such as Chan Brothers, Dynasty Travel, Air Sino-Euro Associates (ASA Holidays), Qantas Holidays and Commonwealth Travel take reservations from consumers through their own retail network. Some also take reservations from smaller travel agencies which have limited access to ITOs and do not undertake consumer advertising. Special Interest > > Currently there are 13 agencies approved by the Singaporean Government to service the school excursion market. These are Chan Brothers Travel, Commonwealth Travel, Diners World Travel, Fortune Travel, Gasi Holidays, Golden Travel, Holiday Tours, International Paradise(IPC), ITT overseas, Safe2Travel, Siam Express, Sino-Global Travel and STA Travel. Retail Agents Commission Level: up to 10% > > There are approximately 900 travel agencies registered with the Singapore Tourism Board. More than 100 of these sell Australian products and packages. Around twenty key agencies partner with Tourism Australia and State and Territory Tourism Organisations (STOs) in marketing campaigns. Online > > Major Online Travel Agencies (OTAs) are growing their presence in Singapore. Evolving technical capabilities such as dynamic packaging and online group booking, are helping to drive significant growth in bookings made through OTAs. > > Key OTAs include Expedia-AirAsia, Zuji, Misa Travel, Chan Brothers, Asiatravel.com, Priceline and Agoda. Aussie Specialists > > The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop retail agents to sell Australia. > > As at March 2013, there were 105 qualified Aussie Specialists in Singapore and a further 166 in training. Inbound Tour Operators Commission Level: up to 30% > > ITOs remain an important element of the distribution network in the Singapore market. Business Events > > The primary business events segment in Singapore is the incentive market. > > The market is serviced by incentive houses and major traditional agencies which have a specific business events division. > > Group sizes are relatively small with an average of 40 to 60 passengers per trip. 14 Singapore Market Profile April 2013

15 Distribution Brochures and rates Brochure Validity > > Agencies produce brochures twice per year for release in February to March and August to September > > Frequent production of brochures and flyers means operators can enter into tour programs at varying times of the year Brochure Space Policy > > Larger operators will ask for contributions for inclusion in their annual brochures, however this is not so common for one-off flyers and online brochures > > When negotiating brochure contributions, it is worthwhile to discuss what other inclusions can be added such as websites Setting Rates > > Rates are set in January and July Standard Rate Validity Periods > > The standard rate validity period is six months Seasonality of Visitors from Singapore Source: Australian Bureau of Statistics, Overseas Arrivals & Departures, 2008 to 2012 Variation from Monthly Average Arrivals 110% more than the average 55% 0% -55% less than the average -110% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec All Purposes Leisure Business Other Avg: 127,201 Avg: 78,131 Avg: 27,142 Avg: 21,928 Seasonality > > The peak booking periods for travel to Australia are April to June and October to December. > > The peak travel times are November to December and June. 15 Singapore Market Profile April 2013

16 Distribution 4.2 Trends 4.3 Planning a visit to market Distribution > > Singaporeans are increasingly comfortable with booking holidays online either through an airline, an OTA or a traditional travel agent that has a strong online presence. Some travellers still complete their travel purchase with a retail travel agent, due to travel offers and the need to plan complicated itineraries. > > The launch of low cost carrier, Scoot, has added competitive stimulus to the market, with traditional carriers responding with aggressive pricing strategies, offering promotional fares with longer travel period validity. > > Airlines and large travel agencies continue to be proactive in establishing websites and online services. The trend is growing fast as agencies understand they must have a stronger presence anywhere consumers are purchasing travel. > > Consumer travel fairs organised by the National Association of Travel Agents (NATAS) and other travel agencies occur in February/March/April and July/August/September. They are organised individually by the larger travel agencies or on a consortia basis for medium to small agencies. Planning and purchasing travel > > Singapore is a mature market and consumers have a solid knowledge of Australia. The FIT sector continues to grow rapidly. > > Consumers in Singapore are valueconscious and actively review a range of destinations and information sources, seeking favourable deals before making travel purchases. > > There are a significant number of consumers who will purchase airfares directly from airlines and then secure ground arrangements from either an OTA or a retail agent. > > Travel search engines are important information sources for consumers as they expand search options beyond flights and hotels to packages and car hire. These travel search engines are also partnering with user-review sites and affiliating content to major internet portals and media sites. > > According to findings from Tourism Australia s Consumer Demand Research project 9, Singaporean respondents would mostly use online sources when planning a trip to Australia. This includes general internet searches and travel advice websites and travel booking websites. After online sources, respondents would talk to family and friends who have been to Australia. Top tips for sales calls > > To develop an ongoing relationship with Singaporean agents, plan for meetings at least four times per year. These meetings can be a combination of market visits and trade event attendance. > > Tourism Australia and most STOs are located together in Singapore. Make your first call to the Tourism Australia office to receive the latest market information and to provide a product update. > > Singapore is a small country and major agents are often clustered in close proximity to each other. You can easily make eight sales calls in one day. > > Avoid sales calls in the lead up to peak booking periods as agents are often heavily involved in consumer fairs and unable to meet you due to heavy workloads. > > The best time of the year for sales calls, contracting and product inclusions in new season launches is January. June is best for rate negotiation. October to December is useful for relevant product updates and planning for the next calendar year. > > For more general information on sales calls and planning a visit to market, please see Tourism Australia s Planning for Inbound Success at 9. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, Singapore Market Profile April 2013

17 Distribution 4.4 Key trade and consumer events Key Trade and Consumer Events Event Location Date NATAS Holidays Singapore August 2013 NATAS Travel Fair Singapore TBC - Feb/Mar 2014 Where to Find More Information Tourism Australia s activities in Singapore are managed from Tourism Australia s Singapore office. For more information visit Tourism Australia s Corporate website at Australian State and Territory Tourism Organisations operating in Singapore include the South Australian Tourism Commission, Destination New South Wales, Tourism Tasmania, Tourism NT, Tourism and Events Queensland, Tourism Victoria and Tourism Western Australia. Also see: Singapore Country Brief published by the Department of Foreign Affairs and Trade at 17 Singapore Market Profile April 2013