International Marketing Plan: Attracting Middle Class Italian Tourists

This report outlines an international marketing plan focused on attracting middle-class tourists from Italy to Australia. It identifies that Italians represent the 18th largest inbound market and typically seek affordable accommodations and value deals, often utilizing airlines like Emirates, Etihad, and Jetstar. Key destinations for leisure include Sydney, Melbourne, and Queensland's Tropical North, with attractions like the Sydney Opera House and aboriginal rock carvings being popular. The plan emphasizes providing Italian cuisine such as pizza and pasta, family-centric hotel environments, and acknowledging religious customs. Effective communication strategies involve addressing male family members as key decision-makers and offering translation services to create a welcoming atmosphere. Socializing is important to Italians, so hotels should foster a sense of community. Desklib is a platform where students can find more solved assignments and study tools.

Running head: INTERNATIONAL MARKETING PLAN
International Marketing Plan
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1INTERNATIONAL MARKETING PLAN
Question no. 1
The middle class tourists from Italy will look to visit the best tourist attractions in
Australia. It has been noted that Italy has been ranked as the 18th largest inbound market for the
arrival of visitors to Australia (Flowers & Swan, 2012). They look for good accommodation
services in affordable rates. It will be very hard for the middle class Italians to afford the highly
expensive locations and hotels. The middle class Italians use the Emirates and Etihad Airways
mostly to come into the country. Jetstar is also an option for them as well. Jeststar is the low cost
airways division of the Qantas Airways. This means they are not willing to pay much price for
their travelling.
The Italians come to Australia for several reasons. These reasons mainly are for the
business and leisure purposes. The Italian people who come to Australia for the leisure purposes
mostly prefer the locations like Sydney (61%), Melbourne (46%), Tropical North of Queensland
(19%) and Adelaide (19%) and many more (Hall, 2013). These visitors generally want the value
for their money and prefer the value deals. These deals will give them the proper opportunity to
travel the mist ordained places in the country. Sydney opera House and Sydney Harbor Bridge
are most preferable tourist locations for the Italian consumers. The indigenous aboriginal rock
carvings of Australia are visited by the Italian middle class visitors as well. The young middle
class Italians sometimes look for the luxurious hotels and honeymoon destinations (Hall, 2013).
The middle class people in Italy will prefer certain kinds of foods and beverages. Many
Australian hotels have begun to provide the different Italian recipes lately (Flowers & Swan,
2012). Some of the foods and beverages that should be provided to the middle class Italian
visitors are pizza, lasagna, bottarga, polenta and others. The middle class Italians do not prefer

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very luxurious lifestyles at all. This is why they will always look to book the average priced
hotels via online. The hotels will also provide the Italian guests with the interior decoration that
will be important to attract the attention of the Italians. The Italians are much involved with their
families. The family–centric atmospheres should be presented by the Australian hotels. The
hotels and travel agencies should look to communicate with the male persons of the tourist
groups since the males are the chief decision makers for the Italian families.
The travel agencies should be very much cautious about dealing with the various Italian
middle class families. Religion is a very important matter for all the middle class Italians. Most
times they observe the religious customs before the beginning of their meal. The organizations
where they will be the hosts should look after such matters. Some of the older Italians prefer to
have the meals with a glass of red wine or with a piece of fruit (Crescimanno & Galati, 2014).
The hotels should also provide them with the quality pasta as well. The places with the average
prices should be their main destinations. The translators or interpreters should be present when
addressing the Italians with their language. Italians will feel more connected with the places and
the welcome if they are greeted with the traditional addressing. Socializing is one of the most
favorite hobbies of the Italians. Thus they do not prefer to be left alone at all.

3INTERNATIONAL MARKETING PLAN
References
Crescimanno, M., & Galati, A. (2014). Competitiveness of Italian wines in the international
market. Bulgarian Journal of Agricultural Science, 20(1), 12-22.
Flowers, R., & Swan, E. (2012). Eating the Asian other?: Pedagogies of food multiculturalism in
Australia. PORTAL: Journal of Multidisciplinary International Studies, 9(2), 1.
Hall, C. M. (2013). Wine, food, and tourism marketing. Routledge.