The International Scene
At some stage, many tourism operators consider entering the international marketplace. It is a huge step to take because, whereas the domestic market is relatively accessible via advertising, the internet and just ‘off the street’, reaching the international market usually involves working through a system of wholesalers, inbound tour operators and retailers, all of which can add up to more than 35% commission.
You also need long term commitment to international marketing. It is usually coordinated through Tourism Victoria and your regional tourism office. This is expensive and, even with continual business development, it can typically take 3 to 5 years before any substantial business starts to flow, if it does at all. Wholesalers will require you to hold rates for 18-24 months and they may request a participation fee to appear in their brochures.
It’s unlikely that one property or attraction will be able to effectively market themselves internationally. International visitors spend an average 10-14 days in Australia and Victoria is just one small piece of their holiday. You may need to combine with other operators to create packages that follow logical and appealing touring routes. Tourism Victoria’s international specialists can advise you on the suitability of your product for international markets.
To find out about the international markets, contact Tourism Victoria’s International Department on 9653 9868
Case Study (95kb): A tourism business operator who has joined with other tourism products in a region or along a touring route to create an internationally ready package, which they actively promote overseas.