5.3 Secondary Product Segments
The secondary market segments offer significant potential growth
for Victoria, but generally require strategic marketing with attention
to product development. The secondary product strengths are:
- Education
- Built attractions
- Gay and lesbian
- Cruise shipping
- Aboriginal
Education
Objectives
- Achieve a consistent brand for Melbourne as an education destination.
- Maximise Visiting Friends and Relatives (VFR) travel and
repeat visitation of past students.
- Leverage Victoria's multiculturalism to encourage growth in the
international education market.
Background
The economic impact of international students in Australia was
estimated at $3.7 billion for 2000. With Victoria, New South Wales
and Queensland being the Australian destinations of choice for
more than 80% of international students, the value of this segment
to Victoria is clear. The international student market includes
school education, vocational and higher education sectors, as
well as English Language Intensive Courses for Overseas Students
(ELICOS).
In recent years there has been a diversification of the international
education market as more education providers capitalise on offshore
opportunities. Offshore enrolments made up almost 35,000 students
in 2000, out of a total 188,000 international students.
It is likely that international student numbers will continue to
grow steadily as the market recovers from the Asian crisis. Historically,
Asia has been the key source of international students to Victoria,
however a growing number are now being attracted from South America
and Europe. While Singapore, Hong Kong and Indonesia still dominate
tertiary enrolments, steady growth has occurred from China, Thailand,
South Korea, Malaysia, Colombia, Norway, Bangladesh, India, the
Czech and Slovak Republics and Brazil. The Victorian International
Director's Committee has been established to help position Victoria
in the international education market, and to encourage cohesion
between education providers. The Committee is comprised of the Directors
of Victorian universities.
The school education sector is currently Victoria's major source
of international students, being the primary destination of choice
in this segment. China is an increasingly crucial market in the
school education sector due to its profile as the major source
country for enrolments. However, the highest yielding segment
is the tertiary sector, with Victoria also benefiting from associated
VFR travel. Victorian universities continue to play the primary
role of marketing to international students in the tertiary sector.
Issues
Australia's international education market is becoming increasingly
diversified, with representation from countries other than traditional
Asian markets.
Australian Capital Territory, Northern Territory and Queensland
experienced the highest growth in student numbers between 1999 and
2000. While New South Wales and Victoria continue to lead other
states, the market is becoming increasingly competitive.
Strategies
- Tourism Victoria will collaborate with educational organisations
to ensure Melbourne achieves a consistent brand as an education
destination in all targeted source markets.
- Develop co-operative partnerships to ensure appropriate promotional
material is distributed in market to enhance the quality of experience
of students, optimising alumni and VFR visitation.
- Establish an ambassador program that will help develop the alliance
between the education market and tourism.
Overseas student numbers 1994-2000:
The graph below indicates a marked increase since 1994 in the number
of international students studying either in Australia or with Australian
providers overseas. Offshore enrolments have strengthened as a proportion
of total student numbers, with growth of 18% in 2000 to 34,905 students.
View a Full Size Printable Version
Built Attractions
Objectives
- Achieve ongoing commitment to maintaining and upgrading existing
attractions to encourage repeat visitation.
- Attract infrastructure investment for new attractions.
- Increase awareness of and visitation to Victoria's built attractions.
Background
Built attractions are effective tourism motivators that have the
potential to raise the quality of visitor experience and increase
length of stay. Awareness and exposure of a destination is highlighted
by the existence of quality attractions and can lead to repeat visitation.
However, it is crucial that investment in new development and upgrading
existing infrastructure is applied to offer new and varied experiences
to consumers.
The Victorian Tourism Operators Association (VTOA) facilitates
an Attractions Group, which represents industry stakeholders who
are members of VTOA. The group coordinates cooperative research
on visitor statistics and marketing initiatives such as Victoria's
Great Attractions map.
Issues
Attractions are key drivers and motivators for travel but they
require substantial ongoing investment in maintenance and upgrading.
There is a lack of diverse built attractions in regional Victoria,
with the most obvious requirement being infrastructure that caters
for the family market.
Strategies
- Profile major built attractions to increase awareness of Melbourne
and regional Victoria, with particular emphasis on the intrastate
market.
- Support the VTOA Attractions Group and encourage cooperative partnerships
and marketing between attractions, both thematic and geographic.
- Continue to develop the Melbourne Attractions Pass through
strategic alliances between attractions and the travel trade.
- Retain the Melbourne seasonal campaign coupons for interstate
visitors as an incentive to visit attractions.
- Encourage and support the continual upgrade and enhancement of
built attractions.
More information on Victoria's built attractions can be found
in the Investment Attraction section of this plan.
Gay and Lesbian
Objectives
- Raise the profile of Melbourne and increase awareness of regional
Victoria in the gay and lesbian market.
- Educate industry on the specific product and travel needs of the
gay and lesbian market.
Background
The gay and lesbian market is recognised as one of the highest
yielding tourism segments. Gay and lesbian people have a great propensity
for travel and the yield generated per visit is high compared to
other travellers. Melbourne in particular, is perceived as a desirable
destination, with gay-friendly accommodation, venues and events
such as the Midsumma Festival encouraging interstate visitation.
In November 2002, Sydney will host the International Gay Games,
which offers the opportunity to heavily promote Melbourne and Victoria
to this market and to increase awareness and conversion in the long
term. The Gay Games is expected to attract more competitors than
the Olympics, joined by a significant number of partners and other
visitors. Tourism Victoria has been working with the Gay Games organisers
and registered tour operators to promote pre and post touring to
Victoria. Melbourne has been successful in securing the International
Gay and Lesbian Travel Association Symposium in October prior to
the Gay Games. This industry event will assist in raising the profile
of Melbourne and Victoria as a gay-friendly destination.
Issues
Effort must be made to ensure effective targeting and promotion
to gay and lesbian international visitors.
There is existing strong awareness and appeal of Sydney and Queensland
as destinations, and Victoria must identify opportunities to benefit
the State by leveraging the International Gay Games 2002 in Sydney.
Strategies
- Integrate gay and lesbian market opportunities in appropriate
regional, national and international (North America, UK/ Europe)
marketing programs.
- Maximise marketing opportunities associated with the International
Gay Games and International Gay and Lesbian Travel Association Symposium
and develop pre and post Games touring opportunities.
Cruise Shipping
Objectives
- Effectively promote Melbourne as a world class cruise destination.
- Continue the development of new and existing tourism product with
the aim of increasing quality of visitor experience.
- Increase economic benefit to the State by promoting other
destinations within Victoria.
Background
With saturation of traditional cruise markets, such as the Caribbean
and North America, the cruise industry is looking to new destinations
for development and expansion. The economic impact of cruise shipping
is estimated to be worth an average of $1 million to the local economy,
per visit. Victoria is well placed to capitalise on the growth of
this market with the cruise season coinciding with summer in Victoria,
when Melbourne is alive with activity and events.
Issues
With intense competition from other ports in the South Pacific,
which have more predictable climates and aesthetic advantages, this
segment needs a planned and coordinated approach with ongoing product
development and communication.
There is a need to address the arrival experience at Station Pier.
Strategies
- Build on industry partnerships and alliances, including Tourism
Victoria and the Department of Infrastructure to cooperatively
structure incentive packages.
- Develop marketing initiatives specifically targeted at cruise
line operators to ensure Melbourne and Victoria remain an integral
part of cruise ship itineraries.
- Implement an integrated communications strategy that targets cruise
lines not currently scheduled to visit Victoria.
- Implement programs to maximise visitor satisfaction including
continuing meet and greet services and mechanisms to evaluate the
satisfaction of services offered to passengers and crew while in
Melbourne.
Further details are available in The Victorian Cruise Ship
Strategy.
Aboriginal
Objectives
- Increase awareness of Victoria's Aboriginal heritage and culture.
- Develop and distribute Aboriginal tourism experiences.
- Support development of cooperative marketing initiatives.
Background
Aboriginal tourism appeals to Victoria's domestic target markets
of Socially Aware and Traditional Family Life, and international
visitors who seek quality experiences of nature and culture. The
North American and European markets show particular interest in
Aboriginal tourism and authenticity and the opportunity to meet
indigenous Australians is highly valued.
Aboriginal tourism in Victoria is developing, as more businesses
and experiences become tourism ready and consumers expand their
expectations of an Aboriginal tourism experience beyond traditional
art and craft to walking tours, music and festivals. The establishment
of Aboriginal tourism experiences in Melbourne (eg. Bunjilaka
and Melbourne Museum) has increased awareness of Victoria's Aboriginal
culture, by attracting visitors who are not planning to travel
in regional Victoria.
Issues
There has been a lack of cohesion and mentoring within Victoria's
Aboriginal tourism industry and insufficient businesses ready for
promotion through the travel industry, particularly at the international
level.
There is low awareness of Victoria's Aboriginal tourism experiences
and strong competition from other states.
Strategies
- Support the development of an umbrella Aboriginal tourism association
linked with Aboriginal Tourism Australia Inc, Victorian Tourism
Operators Association and the Aboriginal Tourism Marketing Association.
- Develop ongoing liaison between relevant industry and government
organisations, to ensure coordinated policy and program delivery.
- Nurture the development of trade and export ready Aboriginal
tourism experiences.
- Ensure that regional, national and international programs incorporate
appropriate messaging of Aboriginal heritage and culture.
- Review Victoria's Aboriginal Tourism Plan including development
of cooperative marketing and business development opportunities.
Further details are available in Tourism Victoria's Aboriginal
Tourism Plan.
View a Full Size Printable Version