Getting Ready For International Visitors

Developing your product for the international market


It takes time to establish and position your product in the international market and achieve a successful level of international sales. Your marketing strategies should be well-planned and incorporate a variety of activities that target both the international consumer and the travel trade.

Developing your product to an international standard requires an acute understanding of international consumer needs, motivations and different travel styles, as well as language, cultural and culinary requirements. Understanding these will enable you to see where your product fits internationally and select the right markets for your product.

To be successful in the export tourism industry, it is important to understand the roles of Inbound Tour Operators, International Wholesalers, Retail Travel Agents and other partners in the international travel distribution system. You will need to identify key partners and establish and maintain relationships with them over a long period of time. Your product price structure should also support the commission levels required by your partners in the distribution system.

Welcome to the Tourism Export Toolkit (TExT), your introductory guide to inbound tourism in Australia. This toolkit has been produced by the Australian Tourism Export Council (ATEC) in partnership with Tourism Australia, and as a result of collaborative participation from all State and Territory Tourism Offices.

This toolkit contains advice on how to:

  • Understand the travel distribution system and its rate structure;
  • Research international markets to establish who will use your products;
  • Recognise the different travel styles of inbound travellers;
  • Develop a marketing plan to target international visitors through a range of mediums and distribution channels; and
  • Seek advice from your local, regional and state tourism office.  

The Australian Tourism Export Council (ATEC) recently launched a program to help businesses connect with the $38.1 bn international tourism market. The Know-How for Inbound Tourism Excellence (KITE) program. KITE provides tourism businesses at all levels of their international readiness cycle with overall export know-how, market specific insights and specialist topic webinars, allowing them to get into, or stay on top of the game.