Know your markets
Tali Wiru, Uluru-Kata Tjuta National Park, Northern Territory © Tourism Australia
When preparing for international trade shows it is critical to have a working knowledge of buyer markets. A core component is understanding what they require at what time in order for them to be able to promote your products internationally. The more prepared you are the more effective your appointments will be. Buyers also greatly appreciate you knowing their market.
Preparing your rates
Prior to attending a trade event, you should be reviewing your rates for the period 01 April to 31 March for the following year. Rates need to be finalised and distributed at least six months in advance of the start of the season – some buyers may even ask for rates earlier, at times during or directly after the event.
Key booking and travel periods
It is important to also know the key booking and key travel periods for each market to assist with your contracting and product planning.
| Country | Key booking periods | Key travel periods |
|---|---|---|
| Brazil | September to October and April to May | December to January and July |
| Canada | January to March | November to March |
| China | October to January and May to June | October and December (due to National Day and Chinese New Year holidays) and July to August |
| France | European Spring & Autumn | July and October to February |
| Germany | January to March | October to March |
| Hong Kong | November to December and end June/early July | October and December to (due to National Day and Chinese New Year holidays) and July and December |
| India | September to November and February to April | May (Indian school vacation) and December (Indian winter holiday, Christmas and New Year season) |
| Indonesia | May to August and December | Lebaran period (July to August) and December |
| Italy | September to February | July to August and December. February to November for the honeymooners |
| Japan | Approximately one month prior to travel | January to March and July to September and December |
| Malaysia | January to May and August to November | Chinese New Year (January/February), Hari Raya (July) and the school holidays (March, May to June, August and November to December) |
| New Zealand | April to August | February to May and September to November |
| Singapore | April to June and October to December | June and November to December |
| South Korea | June to July and December to February | July to August and November to March |
| United Kingdom | January to March and September to November | June to August |
| USA | January to March and October to November | December to March and July (July is the most popular for student travel) |
Market research
The role of Tourism Australia
Tourism Australia provides research to the industry through consumer and market insights, plus tourism, aviation and economic analysis. We are responsible for identifying and understanding the needs and drives for consumer segments that give the greatest return on investment. We also produce relevant and timely analytical research on inbound tourism markets, including analysing and communicating trends in global tourism and identifying new and high-yield markets.
The role of Tourism Research Australia
Tourism Research Australia provides superior research information that supports improved decision making, marketing and tourism industry performance for the Australian community. Tourism Research Australia is a branch of Austrade. To view their full range of reports, covering international tourism, and research tailored to regional areas, please visit Tourism Research Australia.
The role of State and Territory Organisations
The respective State and Territory Organisations also deliver state/territory specific statistical data and analysis to assist the tourism industry:
Further information
Tourism Australia produces extensive market profiles that are updated regularly and provide the following information:
- Performance overview
- Aviation routes and landscape
- Visitor profiles
- Arrival trends
- Expenditure trends
- Distribution system profiles, including Wholesalers/Large Agencies, Special Interest, Retail Agents, Online, Aussie Specialists and Inbound Tour Operators
- Distribution trends
- Planning and purchasing trends
- Top Tips for planning a sales visit
- Seasonality trends
- Key trade and consumer events
These profiles are available in the markets section.
