Australian Tourism Marketing: Attracting UK Tourists Analysis

This case study explores the marketing strategies employed by the Australian Tourist Commission (ATC) to attract tourists from the United Kingdom. It identifies the target market for the ATC, focusing on young, independent travelers and adventure seekers, and analyzes the market segmentation of UK customers using the STP (segmenting, targeting, and positioning) framework. The report discusses the impact of integrated marketing channels on customer retention and growth, emphasizing the importance of understanding customer needs and desires. Furthermore, it examines the ATC's marketing strategies, including trade marketing, consumer-oriented marketing, and the 'Brand Australia' campaign, to highlight Australia's unique offerings and appeal to young travelers seeking adventure, entertainment, and a liberal lifestyle. The study concludes by emphasizing the need for clear targeting and messaging to effectively attract young tourists and promote the benefits of Australian tourism.

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management refers to find out the best ways or methods to create demand for
products in the market by creating awareness and interest among the potential buyers. Marketing
management is very important for ensuring optimum marketing tactics to attain profitable
competitive benefits to create increased value and interest for customers. This report will be
based on a case study of Tourist industry in Australia with the help of an essay based on the
study. The following report will also present analysis and identification of target market for
Australian Tourist Commission (ATC) and to attract tourists of UK towards their tourist
destinations. Moreover it will explain, market segmentation of UK customers or travellers with
the help of STP (segmenting, targeting and positioning) by ATC. Moreover, it will explain the
impacts of integrated marketing channels impacting the customer retention for long term and
enhance growth in different organisational contexts. Further, this report will be discussing about
the importance to understand customer needs in order to turn their desires into reality with
effective marketing techniques. The focus of the report will be over studying various strategies
that are used by Australia in order to market their travel business and targeting potential
customers.
MAIN BODY
The effective target marketing with the help of market segmentation and integrated
marketing channels could be defined as the ways in which an organization tries to focus on
different customers across the market. This helps to cover a particular market segment and
customer demographic to attract certain customers towards their products or services and
increase their interest, loyalty and willingness to create growth in different organizational
contexts.
Since many years, Australia is considered a legitimate holiday destination for the people across
Europe and UK (Köseoglu, King, B. and Yildiz, 2019). It is because of the diversity e in
Australia considering travel locations, outing, adventure, rainforest, wildlife, City lifestyle and
beaches. It is explaining that the cheap flights and the strength of euro sterling against Australian
dollar has resulted in increasing arrivals from Europe, majority of which are from UK. Moreover,
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UK is among the top three sources of travel visitors to Australia after Japan and New Zealand
and travel industry has given a lot to Australian economy.
It was explained that inbound tourism is also so and integral export industry for the economy
and generates more than quarter million employment across Australia (Ross, 2020). According to
the estimations every billion dollar in tourism and export earnings generates about 11,367 jobs in
the June 2001 financial year that is expected to grow up to 30.8 billion in 2008-9.
In the study, the Australian High Commission has issued just under 40000 working holiday
visas to UK market. One of the schemes of working holiday aims to provide and create potentials
for young people to holiday in Australia while earning through a job (Brightman, and et. al.,
2018). It is a fact that Australia is among the most suitable countries to live and work due to a
very little language barriers for the people of UK and availability of visa that provide perfect
opportunity for them to work and travel across Australia.
With the introduction of visa processing services along with job contacts and advisory services
by key trade partners has encouraged travellers to utilize this opportunity. Australia has much
leisure that travellers seek for, which becomes an attraction and makes it as one of the world's
best tourist destinations. There is an intense competition in the International tourist industry due
to the interest or choice of European tourists in short, medium and long haulage destinations. It is
a challenge for Australian tourist commission (ATC) to tackle alternative, cheap holiday
opportunities on offers that are represented by competitors (Sun, and Drakeman, 2020).
The Nations that depend majorly on tourism for their export earnings and employment to its
people, 'getting it right' is important for their economic health. Therefore, it is necessary for the
marketing managers of travel and tourism industry to have an excellent understanding of their
potential customers, to develop strategy that could attract and allure dynamic customer groups
towards them. This case study has focus on the strategies that are used by Australian tourist
commission to attract customers from various segments of travel and tourism business. Along
with it, the focus will be on the strategies that are developed by ATC for attracting young tourists
and travellers to Australia.
The Australian tourist commission (ATC)
ATC is the Australian commission responsible for promoting Australian locations as a
business and leisure travel destination which was established in the year 1967 to promote
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Australia as an international tourist location. ATC machine promote Australia internationally to
create a sustainable advantage for their tourism industry, for benefiting local communities across
Australia. Identified two ATC principal objectives are as follows:
 Attract the maximum number of visitors to Australia from overseas.
 To maximize the benefits to Australian economy from overseas tourists.
There are many services that ATC provide to meet these objectives which are as follows:
 Helping the tourists and travellers to plan and process their trips to Australia by providing
information about the destination.
 Help businesses internationally to corporate mutually and support tourist Ventures in
Australia.
 It works with various partners to create a strong willingness among tourist to visit
Australia and allure adventurous willingness for actual travel destinations.
In a dynamic environment where various competitors are exists, an organization is expected
to have a clear idea of what is it striving for and where to head (Şengel, And et. al., 2020). This
can be done by:
 defining a clear mission
 and setting up an action plan based on objectives
The objectives also locate targets which become the performance indicators for the actual growth
and the predetermined objective that helps to measure the progress (Stončikaitė, 2021). For
instance if the target is of 3 million visitors per year, every single of them staying for every 10
days and spending average of thousand dollars with demographics followed by 30 years of age.
In terms of marketing segmentation it could be stated that,
The ATC does achieve its objective by various means one such means is market
segmentation with the help of STP analysis. STP is a strategic tool that helps to segment, target
and position their services and products across the market to attract various segment or
demographics of customers.
It is generally recognised that the marketers cannot develop strategies that is appealing to
all the segments of buyers in the market, because a broad sweep to capture all will not work in
any market. It is because of dynamic needs, characteristics, norms, ethics, preferences etc. of
buyers. Instead of trying to tackle with entire market in abroad, patients need to recognise and
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identify those market segments that are best suitable for them to raise prospects or customers.
This could be done by:
 understanding the nature attributes and appeal offer their own products or services,
 evaluating the buying behaviour and interest of their customers and,
 Understanding the potential size of their market.
After that develop strategies for marketing that carefully am set targeted groups of customers
within a specific market. This could be done with the use of STP analysis which is described
below:
In terms of segmentation, it could be stated that,
ATC has maximized efficiency of its efforts in marketing by understanding the travel market
of UK and breaking it into specific market segments which includes:
 independent adventure seekers aging 25-34 years under primary market
 Indigent you tourists aging 18-24 years under secondary market.
 Independent adventurers and leisure seeker aged 45-65 years
In terms of targeting, it could be stated that,
An efficient marketing mix targets specific segments and then formulates a specific package for
each segment (Berbekova and et. al., 2021). For instance young independent teens are single
teenagers who wish to make their own travel arrangements. Many teens in UK are on their drop
year and may travel alone or in groups. Young independent groups I want to experience new
things for low price products, cheap accommodations, low travel expenses, sporting activities,
City for adventure and immerse in front Australian people and their lifestyle.
In terms of positioning, it could be stated that,
Positioning of ATC, uses marketing mix in a unique way by understanding perceptions,
thoughts, believes, practices and interests of customers while placing their products in a
particular segment of market. Moreover, the product is mainly travel and tourism of Australia
and the market includes the travel seekers and open opportunities for young individual tourists
across international markets.
The positioning statement of Australia in UK seeks to give a unique opportunity for the
citizens of UK to experience travel and tourism in UK. The main aim is to develop interactions
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and activities with the perception 'holiday in Australia offering liberation, open outdoor lifestyle,
optimistic attitude of life, security of job, land of natural wonders and virgin open spaces
(Beirman, 2021).
In terms of meeting the needs of young travellers, it could be stated that,
The role of marketers is to understand customers’ behaviour towards certain product and
introduce them with positive opportunities to fulfil their interest and make it actual reality to visit
Australia by understanding their interest and behaviour towards our target group. For instance,
Australia is identified as a growth opportunity by long haul travellers of Europe, for individual
experiences that cannot be gained by mass tourist destinations of Mediterranean.
European travels 6 for noble experiences and adventurous environments amid different
cultures. Australia's appeal is strongly developed by people's perception to open, adventurous
and outdoor lifestyle by its natural beauty in space. Young traveller seeks for adventure,
entertainment, openness, liberal lifestyle, experience, etc. Therefore, Australia provides more
challenging and active elements for adventure snorkelling, surfing, water rafting, bungee
jumping, etc. The young individual travels want to immerse themselves in wild experiences and
lifestyles by visiting different areas and tourist destinations.
Australia is considered a safe holiday destination for individual travellers for first time,
providing adventure element that motivates this target market (Butler and et. al., 2021).
In terms of marketing strategies, it could be stated that,
ATC's marketing strategy involves trade marketing to organisations as well as consumer
oriented marketing to direct travellers and tourists.
It can be explain with the help of an instance, of ATC working with the tour operators
(like USIT, STA, Trailfinders), airlines (like Qantas, Singapore Airlines), and many others who
seeks to enter into Australian market located in UK. The development of these opportunities
produces many customer publications that help to provide information to customers. There are
information sources for customers like annual travel guides, consumer websites like
australia.com, etc. to keep customers updated. The ATC also participates in trade events and
provide continuous newsletters for its travel and tourism industry partner through web aur media
communications and corporate websites like www.atc.australia.com.
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In terms of Brand Australia, it could be stated that,
This campaign is launched across markets of Europe that supported branding and positioning
process of Australian tourism industry (Allen and et. al., 2020). It utilised various features to
communicate customers in order to develop interest and perception about their products to create
awareness about various attributes, benefits, values and promises by Australian tourism industry.
The brand holiday Australia strategy conveyed:
 Free-spirited
 Colorful
 Optimistic
 Genuine
 Open
 Unpretentious
These are linked to tangible product benefits and attributes of Australian tourism industry to
provide safe adventure and inspiring feeling a vast Australia.
In terms of targeting young travellers, it could be stated that,
Marketing advisor should start with clear target audience in the case is young market, and
develop a message that give optimum results and attract them (Verreynne And et. al., 2019). The
approach wants to communicate the benefits of Australian tourism for the young tourists and
travellers to appeal them. This was done by highlighting young dynamic lifestyle, adventure and
sporty, fun and leisure, etc. for young tourist that would be offered by Australia.
In terms of working holiday visa, it could be stated that,
Australia's scheme for working on holiday has promoted international understanding among
youngsters to travel and work simultaneously. It also help them to extend holidays by
supplementing their incomes with works, that became one of the main reasons for adults aging
18 to 30 to seek for travel in Australia.
In terms of meeting the objectives, it could be stated that,
The richness of Australia has created many opportunities to target young tourist and travel
seekers from UK. At certain times the Australian Tourist Commission has received great
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opportunities for marketing tourist destinations and provides exposure to the people across
International markets. By this, Australia was able to increase export earnings from tourism and
the people working within the tourism industry.
CONCLUSION
It can be concluded from the above report that tourism in Australia has grown significantly
and have potential elements to market its travel industry e across UK. It had been obtained that,
Australian tourist industry could utilize certain approaches and tools such as STP analysis to
create demand for their tourist industry. This helps them to identify their market segment and
focus on the young individual tourist to enhance the profits of Australian economy. It had also
been understood that, the knowing of product and its attribute could help to identify the most
suitable customers. Moreover, it had been essential to determine the interests of customers and
enhance their participation in tourism sector of Australia.
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REFERENCES
Books and Journals
Allen, V. and et. al., 2020. The influence of exogenous variables on the efficiency of Australian
accommodation industry: A regional level of analysis using the second-stage DEA
fractional regression approach. In CAUTHE 2020: 20: 20 Vision: New Perspectives on
the Diversity of Hospitality, Tourism and Events. Council for Australasian Tourism and
Hospitality Education (CAUTHE).
Beirman, D., 2021. Tourism Crises and Destination Recovery. SAGE.
Berbekova, A. and et. al., 2021. A thematic analysis of crisis management in tourism: A
theoretical perspective. Tourism Management, 86. p.104342.
Brightman, L. and et. al., 2018. Cosmetic tourism for breast augmentation: a systematic
review. ANZ Journal of Surgery, 88(9). pp.842-847.
Butler, G. and et. al., 2021. Road mapping recovery from the impacts of multiple crises: framing
the role of domestic self-drive tourism in regional South Australia. Journal of Tourism
and Cultural Change. pp.1-14.
Köseoglu, M. A., King, B. and Yildiz, M., 2019. The global dissemination of scholarly tourism
outputs from 1976 to 2016: evidence from Australia. Asia Pacific Journal of Tourism
Research, 24(5). pp.365-378.
Ross, J., 2020. Economic ramifications of the COVID-19 pandemic for higher education: a
circuit breaker in Australian universities’ business model?. Higher Education Research &
Development, 39(7). pp.1351-1356.
Şengel, Ü. And et. al., 2020. An assessment on the news about the tourism industry during the
COVID-19 pandemic. Journal of Hospitality and Tourism Insights.
Stončikaitė, I., 2021. Baby-boomers hitting the road: The paradoxes of the senior leisure
tourism. Journal of Tourism and Cultural Change. pp.1-13.
Sun, Y. Y. and Drakeman, D., 2020. Measuring the carbon footprint of wine tourism and cellar
door sales. Journal of Cleaner Production, 266. p.121937.
Verreynne, M.L. And et. al., 2019. Innovation diversity and uncertainty in small and medium
sized tourism firms. Tourism Management, 72. pp.257-269.
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