Norfolk Island Government Tourist Bureau · • Available Airline capacity from Australia...

Norfolk Island Government

Tourist Bureau Destination Management - Norfolk Island Tourism - Visitors Information Centre

Taylors Rd. - P.O Box 211 - Norfolk Island - 2899 - Australia - South Pacific Ph +6723 23310 fx +6723 22708 [email protected] www.norfolkisland.com.au www.facebook.com /Norfolk Island Tourism

General Manager – 12 Month Financial Year Report

July 2014 – June 2015

Contents

Corporate Information: .............................................................................................................................................................................................. 2

Planning Structure: ................................................................................................................................................................................................ 2

Organisational chart: ............................................................................................................................................................................................. 2

Industry Status: .......................................................................................................................................................................................................... 3

Destination Management........................................................................................................................................................................................... 5

Value of Tourism: .................................................................................................................................................................................................. 5

Budget: .................................................................................................................................................................................................................. 5

Norfolk Island Strategic Plan 2013-2023: .............................................................................................................................................................. 6

Policies and Process: ............................................................................................................................................................................................. 6

Event Funding .................................................................................................................................................................................................. 6

Communications: .................................................................................................................................................................................................. 6

NIGTB Advisory Board: .......................................................................................................................................................................................... 7

Tourism Australia: ................................................................................................................................................................................................. 7

Report Submissions: .............................................................................................................................................................................................. 8

Representative Contracts: ..................................................................................................................................................................................... 8

Business Travel: ..................................................................................................................................................................................................... 8

Staff Training: ........................................................................................................................................................................................................ 8

Business Statistics:................................................................................................................................................................................................. 8

Norfolk Island Tourism (NIT) – Marketing .................................................................................................................................................................. 9

Destination branding: .......................................................................................................................................................................................... 10

Co-operative marketing:...................................................................................................................................................................................... 10

Public relations .................................................................................................................................................................................................... 12

Niche Markets ..................................................................................................................................................................................................... 15

Digital Marketing ................................................................................................................................................................................................. 16

Norfolk Island Visitors Information Centre (VIC) ..................................................................................................................................................... 17

Visitor Services: ................................................................................................................................................................................................... 17

Support to local businesses ................................................................................................................................................................................. 18

Marketing Support .............................................................................................................................................................................................. 19

Visitor Statistics ........................................................................................................................................................................................................ 19

Visitor Survey ...................................................................................................................................................................................................... 20

Immigration Statistics .......................................................................................................................................................................................... 21

Marketing Statistics ............................................................................................................................................................................................. 22

Conclusion ................................................................................................................................................................................................................ 23

NIGTB General Manager 12 Monthly Report June 2014 – July 2015

Sep-15 Page | 2

Corporate Information: Following on from the Budget submission of May 2013, this report outlines the work undertaken by the Norfolk Island Government Tourist Bureau (NIGTB) within the functions of the Norfolk Island Government Tourist Bureau Act 1980 in line with the 2014/14 Budget submission notes with direction from the Norfolk Island Tourism Strategic Plan 2013-2023.

Planning Structure:

Organisational chart:

Strategic Planning

•Norfolk Island Tourism Strategic plan 2013-2023:

•Key Input - All Stakeholders, Public and Private Sectors

•NIGTB Action Plans, Deliverables and Measurements

•Key Input - Advisory Board, General Manager, Government

Business Planning

•NIGTB Annual Budget Submission

•Key Input - Advisory Board, General Manager, Government

•Marketing Plans

•Destination Management Plans

•Information Centre Plans

•Key Input - Advisory Board, General Manager

Operational Planning

•Sales Advertising

•Public Relations

•Trade Relations

•Destination Marketing

•Overseas Contracts

•Product development

•Communications

•Staff resources

•Policy development

•Collateral planning

•Website development

•Social Media

•Industry Advice

• Research

•Key Input - General Manager, NIGTB Staff, Australian and New Zealand Representation


Sep-15 Page | 3

Industry Status: In the past year the NIGTB has provided leadership in the Norfolk Island Tourism industry to provide positive outcomes for Tourism in what has been a difficult period for Norfolk Island with regards to Governance changes. The organisation has worked with in partnership with Public and Private sectors to achieve success under a range of ever present constant challenges which include; • Pressure on Annual budgets – highlighted by this 10 year comparison of Annual budgets, Amounts allocated to Marketing and Annual Visitor numbers.

• Available Airline capacity from Australia (Commonwealth contract) and New Zealand – Highlighted by this 10 year comparison of available inbound seats, total incoming passengers and annual visitor numbers.

• Distribution changes – New online Travel Agents, domestic wholesalers and International Travel Agents • Negative press – Surrounding governance changes, infrastructure, marijuana, marriage equality etc. • Governance uncertainty – Limited/No working NIGTB Advisory Board structure during May – June 15 period Despite these challenges, at the end of the 2014/15 financial year it is fair to say that the Norfolk Island Tourism industry position has continued to improve. This improvement in the overall Tourism Industry is an indication that the Norfolk Island is benefiting from the direction provided within the Tourism Strategic Plan and the leadership provided from with the NIGTB. • Norfolk Island has again received global recognition through the tripadvisor consumer feedback site

2015

Norfolk Island - Top 10 Islands in the South Pacific

Emily Bay – Top 25 Beaches in Australia

St Barnabas Church – Top 25 Landmarks in the South Pacific

Fletchers Mutiny Cyclorama – Top 25 Landmarks in the South Pacific

St Barnabas Church – Top 10 Landmarks in Australia

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40000

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2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14 2014/15 2015/16Overall Budget $ $ in Marketing Visitor Numbers

NIGTB Total budget vs Marketing Spend vs Visitor Numbers

$ in

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1000015000200002500030000350004000045000500005500060000650007000075000

Inbound Seats Inbound Pax Inbound Visitors

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Financial YOY comparison of Inbound seats vs pax vs visitors


Sep-15 Page | 4

• Monthly tourism figures have seen year on year positive growth for the past 12 months – overall visitor numbers increased by 8% to a figure of 26660. This is the highest visitor number since 2008/09.

• A majority of visitors are in our ‘target markets’ in terms of age demographic, where they come from and consumer profiles.

• Visitor survey results continue to show significant levels of consumer satisfaction and growth in spending

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Norfolk Island inbound Visitor numbers (Financial Year)

0%

10%

20%

30%

40%

50%

60%

Under18 18 to 49 50 to 69 Over 70

Visitor by Age Demographic

40%

40%

19%

1%

Visitors by Port of Departure

BRISBANE

SYDNEY

AUCKLAND

OTHER

30%

11%

3% 14%

7%

20%

15%

Total Arrivals by Helix Persona Demographic Leading Lifestylers

Metrotechs

Todays Families

Aussie/Kiwi Achievers

Getting By

Golden Years

Battlers

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10.0%

20.0%

30.0%

40.0%

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60.0%

0 - $200 $201- $500 $501 - $1,000 $1000+

2013-14 2014-15

Spending trends

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10.0%

20.0%

30.0%

40.0%

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60.0%

BeyondExpectations

Great As Expected Not up toExpectations

2013-14 2014-15

Enjoyment trends


Sep-15 Page | 5

Destination Management: NIGTB's leadership in destination management through initiatives outlined in the Norfolk Island Tourism Strategic Plan 2013-2023 continue to provide the framework for the Industry to move towards the innovation, diversification and development which will be required for long term industry sustainability and success. Value of Tourism: The value of the Tourism Industry has never been formally established, various economic reports have utalised a range of methodology. The following is a simple calculation based on averages to establish a base point from which to establish the NIGTB contribution in relation to Industry value as well and possibly formulate reference points for future outcomes.

Source Components Per person (gross) FY 2014-15

Based on Visitor Exit Survey Avg. Expenditure on Island $ 1,050.00 $ 27,993,000.00 Based on Bookeasy x avg. Stay less avg. Commission Avg. on Island Accom $ 566.00 $ 15,111,508.00

Current NF tax o/w $25.70 Norfolk Island (NF) rtn. Taxes $ 51.40 $ 1,370,324.00

Based on Smart Saver fare (Oct 15) Avg. rtn. Air NZ - NZ $ 412.60 $ 10,999,916.00

Based on Smart Saver fare (May 15) Avg. rtn. Air NZ - AU $ 557.60 $ 14,865,616.00

Total gross value of all Components Total Visitor Value $ 70,340,365.00

Total gross value ‘On Island’ Components only Total ‘On Island’ Value $ 44,474,833.00

Avg Expenditure + Accom + Taxes Only NIGTB Total Budget $ 1,401,790.00 NIGTB Budget as a percentage of Total Gross Value % of total Visitor Value 2% NIGTB Budget as a percentage of Total ‘On Island’ Value % of ‘On Island’ Visitor Value 3%

Budget: The NIGTB has performed all required duties within the budgets assigned. All bank trading and trust accounts were reconciled 100% for the Financial Year.

INCOME Norfolk Island Government Grant $ 1,315,802

INCOME Commonwealth Audit Assistance $ 15,000

INCOME VIC Sales Income $ 68,718

TOTALS TOTAL INCOME $ 1,399,520

EXPENSES Items for Resale $ 28,795

EXPENSES Employee Benefits $ 293,082

EXPENSES Additional Staff Expenses $ 3,905

EXPENSES Financial Expenses $ 20,501

EXPENSES Administration Expenses $ 44,276

EXPENSES Marketing - Australia $ 588,419

EXPENSES Marketing - New Zealand $ 222,665

EXPENSES Associated Marketing Expenses $ 152,966

EXPENSES Depreciation $ 6,768

TOTALS TOTAL EXPENSES $ 1,361,376

NELL PROFIT/LOSS $ 38,144

*Note: Figures above are not yet audited


Sep-15 Page | 6

Norfolk Island Strategic Plan 2013-2023: This Strategic plan was finalised in October 2013. Endorsed by the Minister for Tourism, the GM of the NIGTB, and the NIGTB Advisory Board in November 2013 and the Legislative Assembly in December 2013. A stop light review of NIGTB Action plan was completed in March 2015

A review of the current Strategic Plan is considered to be a priority once the transition to a regional council model of Government has been completed. Policies and Process: The NIGTB was audited by the ANAO in October 2014 with no significant finding. The development of inter organisation (ANI) charges and continued policy development were the major recommendations. Both recommendations reference the entire Government structure and require ‘whole of Government’ approach. Event Funding The NIGTB Event Funding Policy was implemented in July 2013. In 2014/15 the following successful applicants receiving funding grants:-

Christmas in July 2014/15 - $4000

Norfolk Island Jazzes it up - 2014/15 - $2000

Norfolk Island Country Music Festival - 2014/15 - $2000 *Note: Due to budget concerns the full funding for the event policy was not made available Communications: In 2014/15 The Communication Plan focused on quarterly “Auwas Industry Newsletter” updates and updates through the local newspaper and online. From July 2015, Auwas corporate website www.nigtb.gov.nf will now be to preferred instrument to keep industry informed.

0%

10%

20%

30%

40%

50%

60%

70%

Achieved Partly Achieved Not achieved

Review of Key Objective measurements - NIGTB Action Plans, Deliverables and Measurement for 2013-

http://www.nigtb.gov.nf/

http://www.nigtb.gov.nf


Sep-15 Page | 7

NIGTB Advisory Board: Meetings: The board meetings were conducted monthly on the following dates:- 27th August 2014 3rd March 2015 1st October 2014 1st April 2015 29th October 2014 29th April 2015 19th November 2014 28th May 2015 18th December 2014 17th June 2015 28th January 2015

A special meeting to discuss the future of the NI Tourism Awards was held on 9th July 2014

A special meeting was held on 4th August 2014 to introduce Ross McLaughlin, Oceania Tourism (NZ representation contract)

A special meeting was held 1st June 2015 at the Office of the Administrator with Board members to discuss the future concerns of the Advisory Board.

Advisory Board changes:

Sandy Petitt – membership ceased 9 May 2015*

Rael Donde – membership ceased 11 April 2015*

David Porter – membership ceased 11 April 2015* *(Board advised to continue ‘operations as normal Sep 15)

Tourism Australia: GM met with Tourism Australia (TA) representatives to discuss how Norfolk Island Tourism (NIT) and work with Tourism Australia. Advice is that TA is focused on International inbound travel, not Domestic, however NIT was supplied with various contacts regarding media, imagery, promotions etc. Norfolk Island Tourism would like to see recognition for Norfolk Island within the Tourism Australia website as an Island Territory along with Christmas and Cocos Keeling Islands.

GM also met with the former CEO (Liz Ward) and the current CEO (Mark Williams) of the Tourism Data Warehouse (ATDW) to discuss how Norfolk Island, along with Christmas and Cocos Keeling Islands can be listed under an ‘Island Territories’. This process is linked with Tourism Australia’s website.

Island Territories

Norfolk Island


Sep-15 Page | 8

Norfolk Island attended the 2015 Australian Tourism Exchange (ATE) at the Convention Centre in Melbourne in June. ATE is Australia’s annual business-to-business tourism travel trade event which brings together around 700 travel buyers (Agents and Wholesalers) from 38 countries to meet around 1500 Australian product sellers who showcase their products over a 4 day schedule with up to 22 appointments per day in 15 minute intervals. As part of the event, Norfolk Island Tourism also first attended the ATE Media Program which provided an opportunity to meet with a range of International and domestic media representatives. Attendance to this show is an opportunity brought about from the inclusion of Norfolk Island product with some significant Inbound Wholesalers over recent times. New linkages made with some of Australia’s other largest Inbound Wholesalers now provide the industry with an opportunity to build Norfolk Island’s profile in the International markets as a Niche market opportunity.

Report Submissions: GM provided a written response to the Joint Standing Committee report on the National Capital and External Territories inquiry into Economic development on Norfolk Island.

Representative Contracts: The following companies provide representation for Norfolk Island Tourism under contract agreements

Australia - The Unique Tourism Collection Westside Level 3 75-85, O’Riordan St Alexandria NSW 2015 Ph. +61 2 9211 6590

New Zealand - The Oceania Tourism Group 94 Kohimarama Rd, Kohimarama 1071 NZ Ph. +64 9 392 2230

Business Travel:

GM visited NZ and Australia 13-21 July

o New Zealand (ALK) to introduce Oceania Tourism as the new NIT representation to wholesalers and airline. o Australia (SYD) to organise marketing and promotions with wholesalers, airlines and representative.

GM visited NZ and Australia 2-7 November

o New Zealand (ALK) to organise marketing and promotions with wholesalers, airlines and representative. Australia (SYD) to organise marketing and promotions with wholesalers, airlines and representative and

met with Tourism Australia GM visited Australia 24

Mar – 27 Mar 2015

o Met with representation, wholesaler partners and Air New Zealand in Australia (SYD/BNE) to organise marketing and promotions.

GM visited Australia 19 – 29 June 2015 o Attended the Australian Tourism Exchange(ATE) and the ATE Media Program, also met with AU

Representation, Air New Zealand and Meltwater.

Staff Training:

Operations Manager – Workplace Health and Safety Course (Cert. 4)

Marketing Coordinator/ Tourism Consultant - Facebook and Instagram Webinar/ PR webinar

VIC Front Desk Staff – Tour famils

All staff – New Accommodation famils/updates

Business Statistics:

2014-15 Business Statistics Jun-14 Jun-15 % Difference

Accommodation Properties 62 67 8%

Retail Outlets 85 78 -8%

Banks, Museums, Clubs, Services, Government 35 36 3%

Hire Cars, Tour Operators 28 28 0%

Restaurants 23 29 26%

These are basic business statistics kept by the Visitors Information Centre and are unrelated to any official data from the Norfolk

Island Administration GST or Companies offices


Sep-15 Page | 9

Norfolk Island Accommodation 2013 - 2015 FY Summery

Total Available beds

Pax x Avg Stay/bed per unit

Estimated Occupancy

Pax x Avg Stay/bed per unit

Estimated Occupancy

Accom Number % Units % Beds %

Beds per Unit

Pax 2013/14 %

Pax 2014/15 %

YOY Diff 365 2013/14 2014/15

Hotels 5 7% 219 37% 485 29% 2.2 7035 31% 7362 31% 5% 177025 49245 28% 51534 29%

Apartments 36 49% 294 49% 900 53% 3.1 11950 53% 13007 54% 9% 328500 83650 25% 91049 28%

Cottages 14 19% 64 11% 218 13% 3.4 2694 12% 2797 12% 4% 79570 18858 24% 19579 25%

Holiday Homes 18 25% 18 3% 96 6% 5.3 726 3% 941 4% 30% 35040 5082 15% 6587 19%

Totals 73 595 1699 3.5 22405 24107 8% 620135 156835 25% 168749 27%

The figures are based on a basic bed to unit ratio formula using an average length of stay (7 days) which may differ from the way individuals calculate occupancy.

These figures should not be seen as exact modeling and are only meant to be an indication of the market

Norfolk Island Tourism (NIT) – Marketing The NIGTB's role in the marketing of Norfolk Island continues to be critical to the continued success in achieving growth in the Norfolk Island Tourism Industry. This role includes destination awareness, with creative and public relations programs focused on target marketing, increasing consumer awareness and defining market perceptions and building digital capabilities as well as sales and marketing through co-operative advertising, online promotions, niche market initiatives and special event support. Without this support by government current visitor numbers and growth would not be sustainable and visitor numbers will suffer significant decline within a short timeframe.


Sep-15 Page | 10

Destination branding: This year’s major destinational campaign was focused in Auckland with a major bus campaign. The curbside bus promotion utalised new imagery and key brand campaign messages. The particular focus was on Beaches and summer holidays for the NZ market.

Co-operative marketing: The Co-operative advertising program makes up a substantial portion of the annual budget spend. The requirement to increase this program, which focuses on sales/tactical, was inherited by the NIGTB with the closure of the Government run Airline (Norfolk Air), which had previously provided large subsidies. Changes to the Australian Air Services to a Commonwealth underwritten contract does not allow for this spend. The Co-operative advertising program, with Travel partners, provides Norfolk Island Tourism with the best leverage and return on investment in sales/tactical advertising. Australian and New Zealand Travel partners can apply for advertising support in an ongoing basis, as part of an annual plan, or as an Ad-Hoc Advertising campaign with specific time frames. Consideration of the following factors will determine any co-operative advertising support;

• Advertising ratio spend of Travel Partner •Geographical markets advertising applies to. •Market share of Travel partner •Travel partner distribution channels •Market segment of Travel partner •Estimated results •Additional campaign support •Co-operative advertising history

The following are the general conditions for which support is given;

•Advertising is exclusive Norfolk Island product (unless authourised) •Norfolk Island Tourism must be consulted in planning advertising content •Norfolk Island Tourism must pre-approve all advertisements before publication •All advertisements must contain some Norfolk Island Tourism Branding element (Logo or USP) •Reports on advertising outcomes must be provided

***All advertising plans and copy are in complete commercial in confidence at all times.


Sep-15 Page | 11

The Co-operative advertising program produced the following;

Month Major Advertising Jul 2014 – Jun 2015 Dates Coverage

Jul-14

Brisbane Sunday Mail 6 & 13 Jul 14 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 6 & 13 Jul 14 NSW

Special Events - Magazine / Mailouts Jul-14 NAT

On Location Magazine Jul-14 NZ

Aug-14

Brisbane Sunday Mail 3, 17, 24, 31 Aug QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 3, 17, 24, 31 Aug NSW

Weekend Australian 23-Aug NAT

Sydney Sunday Herald 31-Aug NSW

Digital Advertising - Taste.com.au Aug-14 VIC

Special Events - Focus Magazine Aug-14 NSW

Special Events - Magazine / Mailouts Aug-14 NSW

Retail Tactical Promotion - Press / Digital / Social Media 17-24 Aug NZ

Sep-14

Brisbane Sunday Mail 21 & 28 Sep QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 21 & 28 Sep NSW

Sydney Sunday Herald 21 & 28 Sep NSW

Special Events - Magazine / Mailouts Sep-14 NAT

Island Time Magazine Sep-14 NZ

Straight Furrow Magazine Sep-14 NZ

Woman’s Day Magazine Sep-14 NZ

Oct-14

Brisbane Sunday Mail 19 & 26 Oct QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 19 & 26 Oct NSW

Weekend Australian 25-Oct NSW

Sydney Sunday Herald 26-Oct NSW

Au Ciao Magazine Oct-14 NSW

Travel Daily - Travel Agent Promotion Oct-14 NAT

Out and About with kids Promotion Oct 14 - Jan 15 NAT

Special Events - Magazine / Mailouts Oct-14 NAT

Online Advertising - Air NZ Joint Venture 23 Oct - 28 Oct NAT

Retail Tactical Promotion - Press / Digital / Social Media Oct-14 NZ

Auckland Fairfax Bus Sides Promotion Oct-14 AKL

Put Norfolk on the Map - Social Media campaign Oct 14 - Jan 15 NAT

Online LBG promotion Oct-14 NZ

Straight Furrow Magazine Oct-14 NZ

NZ Womans Day Magazine Oct-14 NZ

Nov-14

Brisbane Sunday Mail 2, 9, 16 & 30 Nov 14 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 2, 9, 16, 23 & 30 Nov 14 NSW

Sydney Morning Herald 1-Nov NSW

Sydney Sunday Telegraph 2-Nov NSW

Weekend Australian 8-Nov NSW

Special Events - Focus Magazine Nov-14 NSW

Luxury Magazine Promotion Nov 14 - Jun 15

Today Show - TV Promotion 15 & 16 Nov 14 QLD/NSW

Fishing World Magazine Nov-14 AUST

Special Events - Magazine / Mailouts Nov-14 NAT

Travel Bulletin Magazine Nov-14 NAT

IslandTime Magazine Nov - Dec 2014 NZ

Auckland Fairfax Bus Promotion Nov-14 AUCK

On Location magazine Nov-14 NZ

Straight Furrow Magazine Nov-14 NZ

Dec-14

Brisbane Sunday Mail 7, 14 & 28 Dec 14 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 7, 14 & 28 Dec 14 NSW

Special Events - Focus Magazine Dec-14 NSW

Fishing World Magazine Dec 14 - Feb 15 AUST

Special Events - Magazine / Mailouts Dec-14 NAT

Probus Active Retirees Magazine Dec 14 - Mar 15 NAT

Cairns/Gympie Regional newspaper promotion Dec-14 QLD

Special Event Radio Advertising Dec-14 NZ


Sep-15 Page | 12

Month Major Advertising Jul 2014 – Jun 2015 Dates Coverage

Jan-15

Qld Sunday Mail 4, 11 & 18 Jan 15 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 4, 11 & 18 Jan 15 NSW

Sydney Morning Herald 4 & 11 Jan 15 NSW

Sydney Sunday Telegraph 11-Jan NSW

Special Events - Magazine / Mailouts Jan-15 NAT

Tamworth News Advertising Jan-15 QLD

Au History/Heritage Magazine Jan - Mar 15 NAT

Au Pink Media Group promotion - press/digital Jan - Feb 15

Feb-15

Brisbane Sunday Mail 15 & 22 Feb 15 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 15 & 22 Feb 15 NSW

Special Events - Magazine / Mailouts Feb-15 NAT

Out & About with Kids Promotion Feb - Jun 15 NAT

Radio 2GB Advertising Campaign 9 - 20 Feb 15 NSW

Retail Tactical Promotion - Press / Digital / Social Media 8 February – 15 February NZ

NZ TV1 Sales Advertising Campaign 8 February – 15 February NZ

Mar-15

Brisbane Sunday Mail 1, 8, 15, 22, 29 Mar 15 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 1, 8, 15, 22, 29 Mar 15 NSW

Melbourne Herald Sun 15, 22, 29 Mar 15 VIC

Sydney Sunday Telegraph 14, 22, 29 Mar 15 NSW

Special Events - Magazine / Mailouts Apr-15 NAT

Group Travel Advertising Mar - May 15 SA

NZ Island Time Magazine Mar/Apr March & April NZ

Apr-15

Brisbane Sunday Mail 26-Apr QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 26-Apr NSW

Sydney Morning Herald 25-Apr NSW

Special Events - Magazine / Mailouts Apr-15 NAT

Au Readers Digest Magazine Apr-15 NAT

Probus Active Retirees Magazine Apr-Jun 15 NAT

May-15

Brisbane Sunday Mail 3 & 10 May 15 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 3 & 10 May 15 NSW

Sydney Sunday Telegraph 3-May NSW

Special Events - Magazine / Mailouts May-15 NAT

Rockhampton Regional Advertising May-15 NAT

Retail Tactical Promotion - Press / Digital / Social Media 17 - 25 May NZ

South Island TVC sales Promotion 17 - 25 May NZ

Islandtime Magazine May-15 NZ

Air NZ Holidays Brochure May 15 - May 16 NZ

Jun-15

Brisbane Sunday Mail 07, 14, 21 & 28 Jun 15 QLD

Sydney Sunday Telegraph / Sydney Sunday Herald 07, 14, 21 & 28 Jun 15 NSW

Online Travelzoo Promotion Jun-15 NAT

Online Air NZ Joint Venture 7 - 28 Jun 15 NAT

Au Co-Op Partnership – Travel Centre Jun-15 NAT

Melbourne Herald Sun 14 & 21 Jun 15 VIC

NZ TVC Sales Advertising Campaign 7 - 15 Jun 15 NZ

Public relations PR plays an important in marketing plans as it is generally at the forefront of Destination Advertising. Sponsored media visits and Press releases are key to establishing a wider understanding and awareness of Norfolk Island’s History, Nature, Culture and Lifestyle. PR is organised, under direction, by the AU/NZ Representatives supported by NIGTB Staff.

Media Familiarisation visits

Tatyana Leonov + photographer magazine/ fitness/food & health Sep-14

Robert La Bua + photographer CEO magazine/luxury/ ETB website Sep-14

Tracey Spicer + son Fairfax media/ Holiday with kids/family Oct-14

Sami Omari Fishing world magazine Oct-14

Sarah Piper Travel Daily online – awareness & comp for agents Oct-14

CH9 TODAY Show Weekend LIVE weather crosses – Channel 9 Australia Nov-14

Angie Bignell Nourish magazine/ food festival/ health & wellbeing Nov-14

Angela Surine Daily Telegraph newspaper/food festival Nov-14


Sep-15 Page | 13

Media Familiarisation visits - cont. Month

Adam Woodhams + family Inside History magazine/ABC organic gardening Dec-14

Bev Malzard Get Up & Go Magazine Jan-15

Jessica Ault NZ Woman’s Day Jan-15

David Gadd Sunday-Star Times Jan-15

Dionne Christiansen NZ Herald on Sunday Jan-15

Susan Borham Editor in Chief – Luxury Travel Jan-15

Ute Junker Fairfax Media Jan-15

Sarah Trevor Inside History Mar-15

Liz Bonney Omkara Retreats Apr-15

Craig Tansley Travel Writer – Freelance for Fairfax Media May-15

Efrosina Costa Mindfood May-15

Lauren Bath Digital Photographer May-15

James Borrowdale Kia Ora Magazine Jun-15

Media Articles July 2014 – June 2015 Aus, NZ & International Month

“Sweet Seclusions on tiny NI” Aust. Financial Review – Tony Davis Jul-14

Pistol – Pistol Australia Inc – NI Travel Centre Jul-14

“Golfers dressed up to the 9s for the NI Governors Cup” – International Golf Promotions – NI Travel Centre Jul-14

“Wonderful walk thru history” NZ Island time Magazine Jul-14

“50 Great Family holidays” – Out and About Magazine Jul-14

“Adventure Island” Australian National Geographic Outdoors 9 pages Dallas & Derek Jul-14

Island Time Magazine NZ – Product Updates Jul-14

“35 Years and NI Clay Target still shooting Strong” – NZ Clay Target Ass – NI Travel Centre Aug-14

“35 Years and NI Clay Target still shooting Strong” – Aus Clay Target Ass – NI Travel Centre Aug-14

New Idea Magazine – Frankie J & Michelle “favourite destination Aug-14

“Tiny island grows” NZ Sunday Star Times 14/9 John Borthwick Sep-14

Aust National Maritime Museum magazine contributed by Lisa Richards Sep-14

“Time Out” Kia Ora Magazine – James Borrowdale Sep-14

Spearfishing Magazine: article contributed by Zach & Jamie Sep-14

5x stories Robert Le Bua online ETB travel news website Sep-14

Great getaways – NZ Farmer magazine – NI Food Festival Sep-14

Island time magazine NZ – product updates Sep-14

“Painters spoilt for choice” – International Artist – NI Travel Centre Sep-14

“Fantasy Island” CIAO Magazine Winsor Dobbin Oct-14

Special Events – Go55s – NI Travel Centre Oct-14

“Kingie Mission” contributed Fishing World Magazine Nov-14

“Reuniting with Childhood playmate” – Angela Surine Daily Telegraph Nov-14

“Holidaying with Kids” Magazine Spring Nov-14

“Giving Thanks in the South Pacific” New York Times Nov-14

“Which country is the friendlist for tourists” Aust. Traveller Nov-14

Archery – Archery action Advert – NI Travel Centre Nov-14

“The excitement is catching” On location NZ (HWT) magazine summer edition Dec-14

“Wonder in the Beauty” the Retiree mag. Leah Van Der Mark (Dec/Jan 15) Dec-14

“Paradise Found” The Road Ahead Magazine – Anastasia UTC Dec-14

“The White House” CEO Magazine Dec 14 – Robert LaBua Dec-14

“James Blundell goes island style heading NICMF” Country Update – NI Travel Centre Dec-14

“Painters spoilt for choice out in the NI Open Air” International Artist – NI Travel Centre Dec-14

Great Getaways – NZ farmer magazine – NI Country Music Festival Dec-14

Island time magazine NZ – Product updates Dec-14

“Stunning summer weather set bowl visitors over” Bowls Plus Magazine – NI Travel Centre Dec-14

KAVHA Co-Op advertising National Heritage Magazine 2015 Jan-15

“Tale of the unexpected” NZ Herald Jan-15

“Gay Express Mag” (article contributed by the Tin Sheds) Jan-15

“Spirit of NI” LOTL by Bev Malzard Jan-15

“Postcards from the Pacific” Anjii Bignell Jan-15

Mining Life & Living Ad “Live and Invest” issue 7 Jan-15

The Getaway that’s a world away – Star Observer Feb-15

Outback Magazine “Little Fresh” – Tatyana Leonov Feb-15

“Islands Rich Bounty” Daily Telegraph – Angela Surine Feb-15

Buried Treasures – Worlds Top 10 Cemeteries – Ute Junker Feb-15

“Paradise at our door step” Out & About with kids – Michelle Pettigrove Mar-15

“5 Reasons to love Norfolk Island” NZ Womans Day – Jessica Ault Mar-15

Island time magazine NZ – Product update Mar-15

Bridge – Queensland Bridge Association – NI Travel Centre Apr-15

“Andrew London Trio joins Hot line up for NI Jazzes it Up” – Jazz Australia – NI Travel Centre May-15

“Norfolk Island Jazzes it Up each December” – Jazz Australia – NI Travel Centre May-15

Bowls – Bowls Plus – NI Travel Centre May-15

Quilting – Quilting Express – NI Travel Centre May-15

Quilting – Universal Magazines – Quilt Companion – NI Travel Centre May-15


Sep-15 Page | 14

Bird Week – Bird Life Australia – NI Travel Centre Jun-15

Media Articles July 2014 – June 2015 cont. Month

“Timeless Bounty” – Traveller on Sunday Tracey Spicer Jun-15

“Kate Simpkin & NI Holiday factor a Winning Combo” Matilda Line Dancing – NI Travel Centre Jun-15

“The Friendliest Island in the South Pacific hosts her first Ukulele Festival” – Go55s magazine – NI Travel Centre Jun-15

“Renowned artist Belinda Biggs returns to Norfolk Island” International Artist – NI Travel Centre Jun-15

Press Releases July 2014 – June 15 Aus, NZ & International

Taste of Norfolk Food festival Jul-14

Norfolk Island Jazzes it up week Jul-14

NIT appoints new NZ representative Jul-14

The Big fish are biting Sep-15

HMS Anniversary Oct-14

Travel Daily agents competition, daily questions for 5 days to win a short break. Oct-14

NZ Woman’s Day magazine – win a family holiday for 4 people. Oct/Nov Oct-14

Nov – Rejuvenate Body and Mind (UTC) Nov-14

Mind, body and Soul Dec-14

Tin Sheds wins at World Awards ceremony Dec-14

Take a cool Break Mar-15

Taste Farm Fresh Food on Norfolk Island Mar-15

ANZAC 100 Year Anniversary Mar-15

Feast of Country Apr-15

Jingle your bells on Norfolk Island Apr-15

Taste of Norfolk Island Apr-15

Coco-Cola Life Launches on Norfolk Island Apr-15

Escape to Norfolk Island May-15

Norfolk Island Trans Tasman Country Music Winner 2015 May-15

Industry Trade Famils Essential in Norfolk Island Tourism to ensure that distribution channels are updated, options explored and feedback is given. NIT Famils are organised, under direction, by the AU/NZ Representatives supported by NIGTB Staff. A strategy to assist independent distribution famils by financial and/or resource support only also exists and is utilised by distribution partners.

Travel Agent Famils July 2014 – June 2015

Infinity Reservations Famil Australia x 10 Sep-14

Travellers Choice Australia x 9 Nov-14

NRMA Australia x 1 Nov-14

AOT Australia famil x 6 Feb-15

Escape Travel Australia x 10 May-15

Agent Famil - Mondo Tvl. Air NZ Holidays, United Travel, House of Travel, The Private Tvl Co. Mar-15

Agent Famil - MD Travel, Stella, United Tvl, House of Travel, First Travel, Travel Brokers, United Travel, Infinity Jun-15

Competitions Often used in the PR strategy to leverage maximum exposure for the destination in broad and niche markets. They also allow the ability for NIT to market in mediums that are different to normal campaigns.

Co-operative Prize giveaways July 2014 – June 15 Aus & NZ

Australian Parrot Trust promotion Jul-14

Agfest Tasmania Promotion Jul-14

Chai Laneway Markets Promotion Aug-14

Bars March Promotion Aug-14

Treasures Roadshow Oct-14

Travel Daily Competition Oct-14

Inside History Magazine Promotion Nov-14

Food Festival promotion Nov-14

Travelers Choice promotion Nov-14

Governor’s Cup Golf promotion Nov-15

Cairns Travel Agent promotion Jan-15

Tamworth Country Music Promotion Jan-15

Travel Specialists Mosman May-15

Radio Taranaki Promotion Jan-15

Womens Day Promotion Feb-15


Sep-15 Page | 15

It should be recognized that NIT receives financial assistance, through free or subsidised rates from the Airline, Accommodation and on island suppliers to co-operatively fund Prizes, Media and Trade visits. An estimation of the co-operative Industry assistance is as follows; Airfares = $ 47700.00 Accommodation = $ 95370.00 On Island Suppliers = $ 25500.00 Total = $168570.00

Niche Markets In line with the NI Tourism Strategic Plan, the NIGTB has focused on assessing ‘Niche Markets’ for product, distribution and marketing. Assessment process for Norfolk Island Tourism support for Niche market opportunities

The niche markets Status update:-

Families - A family marketing proposition has been delivered to Australian and New Zealand distribution partners - Imagery, video, text content has been produced - Family marketing has been included in the major marketing plans since 2013/14 - There has been an increase in family travelers during school holidays since Summer 2013 - Media famils from both NZ and Australia have focused on Families - Marketing content now includes family messaging

Short Breaks - Short breaks have been included in the major marketing plans since 2012/13 - The market is only available from Australia (BNE, SYD) - Short break holidays have primarily been promoted through Public Relations initiatives - Anecdotal evidence suggest that short break clients have increased - The Short break bookings primarily come from Online distribution and book higher end accommodation

Educational travel - The promotion of Educational travel has primarily focused on the promotion of School Tour groups - Distribution channels that have been incentivised to build this market include Australia domestic and

international operators. - Norfolk Island has seen at least two School Groups visit the Island in 2015

LBGT (Gay) Travel - LBGT travel have been included in the major marketing plans since 2012/13 - Marketing has included specialist Travel Agent, specialist event and specialist market publication promotions - Norfolk Island is getting a small portion of the market primarily booking book higher end accommodation

•Establish product availablity and consistency

•Establish challenges and opportunities

•Establish unique selling points

•Establish Priority

Product

•Establish opportunities within current distribution

•Assess independent distribution channels Distribution

•Assign budgets

•Establish marketing plan

•Intergrate PR, Awareness and Sales marketing

•Assess Return on Investment

Marketing


Sep-15 Page | 16

Meetings, Incentives, Conferences, Exhibitions (M.I.C.E.) - This market has not featured in any significant marketing initiatives since 2014. - Perceived barriers to this market include service delivery, accommodation options, conference facilities and

internet capability - The Conference market requires the commitment of a major accommodation stakeholder/s to ensure further

development.

Luxury Travel - The luxury Travel market has been included in Marketing plans since 2014 based on the ‘market perception’

value - Promotions have focused on specialist distribution channels and specialist publications - Elements of Luxury travel have been highlighted in Media and Trade famils - There is not enough luxury products on island to substantially grow promotions to this market however there is

strong indications from the sector that the development of infrastructure targeted at this demographic would see positive returns.

Soft Adventure - The sports fishing, golf, sea kayak, nature walks all make up the soft adventure product on Island. - Marketing collateral, including imagery, video and text, for soft adventure product has been developed for use

through all advertising channels - Soft adventure product has been promoted through specialist distribution, publications and PR opportunities

including Social media and TV. - This product plays a very important role in changing market perceptions for the island

Eco/Nature Based Tourism - Norfolk has been most successful in the area of Conservation Travel - Marketing has be via specific Eco based tourism initiatives such as the Wildmob/Travel Centre partnership - The overall development of Nature based tourism could benefit from the direct input of National Parks Australia

and the Norfolk Island Parks & Reserves in establishing strategies for the internal development of tourism assets and/or the development of private public partnership agreements.

Heritage, History and Cultural Tourism - Norfolk Island Tourism utalise history, heritage and culture in all mediums of advertising - Specific marketing initiatives have been targeted towards special Events and specialist group travel - The overall development of this market could benefit from the direct input of the Kingston and Arthur Vale

Historical Area.

Weddings - This market has not featured in any significant marketing initiatives since 2014. - Perceived barriers to this market include service delivery, accommodation options and facilities - This market requires the a larger commitment of a wedding provider to ensure further development

Digital Marketing A Social Media Strategy for the NIT was implemented in late 2012. This Strategy includes the ongoing education and up skilling of staff to maximize productivity as well as developing relevant market content. Initially focused on Facebook, the ongoing plan works to develop other platforms as they become relevant and internal skills are developed.


Sep-15 Page | 17

facebook.com/norfolkislandtourism twitter.com/NorfolkIsland_ youtube.com/user/norfolkislandtourism instagram.com/Norfolk.island pinterest.com/norfolktourism/ The www.norfolkisland.com.au website was redesigned within the 360° of wonder advertising campaign. This site is the backbone on the NIGTB digital marketing strategy. The site went live in October 2012 and work continues to progress this site. The site is managed in-house and plays a major role in:-

Destination awareness, with campaigns often utalising the site as a call to action (CTA)

information source, with a range of product, itineraries, brochures, videos, links and general information

online sales, through the Bookeasy portal for accommodation and touring

Marketing feedback, through linking web results and marketing efforts The website is the highest ranked Norfolk Island website and continues to show significant increases in visitation, usage and engagement.

Norfolk Island Visitors Information Centre (VIC) The on Island role of the Visitor Information Centre (VIC) is seen as vital for the current visitor experience in providing consumer information, accommodation and tour booking, lost property, complaint handling, visitor survey and airport meet and greet services. As well as this VIC staff also perform duties associated to accounting, website maintenance, building marketing collateral and social media marketing. The Visitors Information Center continues to provide an essential service to the NIGTB, with the reform process focused over the past 2 years in staffing, HR, productivity, roles and responsibilities. The VIC is managed by the Operations Manager and includes one (1) full time Consultant, two (2) casual consultants and one (1) junior consultant The on Island Visitor Information Centre is open seven (7) days a week provides for the following

Visitor Services:

Information on everything island related eg. activities, weather, history, businesses and contacts

Promotional area for brochures for all businesses on island


Sep-15 Page | 18

Lost & Found service for visitors and the island as a whole

Customer service for Industry complaints and any other related feedback support

Tours & Accommodation booking service 7 days with non-biased ability to book all island products

Online sales tour and accommodation booking service 24/7

Retail sale of books (Norfolk Island content or related only); limited range of souvenirs with particular encouragement and focus on local products

Visitor Information Centre Email Count 2014-15

Support to local businesses

Shops (disseminating opening hours, oversee website maintenance, referral service)

Tours (sales desk, website content maintenance, online tour booking management, provision of information in ‘See & Do’ activity booklet)

Accommodation (sales desk, website content maintenance, online accommodation booking management, provision of channel management services through Res Online, training on booking systems and online promotional services)

Local product/business showcase for cross referral and promotion (eg. Norfolk Island Museum, Island

Pottery, Gallery Guava, Jes Himii etc)

Reporting Area Year YTD Comp.

RETAIL TRADING TOTAL SALES SUMMARY 2014/15 8%

TRUST ACCOUNT ACCOMODATION SALES SUMMARY 2014/15 51%

TRUST ACCOUNT TOUR SALES SUMMARY 2014/15 -2%

0

20

40

60

80

100

120

140

160

180

200

Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15

Client Queries

Local IndustryComm.

Newsletters

Competitions

B2B

$-

$10,000.00

$20,000.00

$30,000.00

$40,000.00

$50,000.00

$60,000.00

JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

2013/14

2014/15


Sep-15 Page | 19

Meet & Greet Service for all arriving commercial Aircraft arriving on island, directing all visitors to their respective pick up service or call and chase the pick-up service/person to ensure that all visitors are either picked up or looked after prior to leaving the airport.

Total Pax Total Pax Total Pax Total Pax Total Pax

DATE 2010/2011 2011/2012 2012/2013 2013/2014 2014/2015

MTH INBOUND INBOUND INBOUND INBOUND INBOUND

JULY 1913 2358 1592 1737 1569

AUG 2030 2471 1672 2024 2092

SEPT 2440 3023 2496 2640 2847

OCT 2908 3189 2616 2759 2730

NOV 2685 2433 2447 2882 2771

DEC 2609 3085 2580 2750 2818

JAN 2201 2475 2254 2257 2544

FEB 2087 2249 2223 2213 2610

MAR 2699 2559 2548 3071 3150

APRIL 2716 2421 2785 2820 2863

MAY 2329 2048 1902 2128 2686

JUNE 1937 1620 1828 1983 2246

ANNUAL 28554 29931 26943 29264 30926

Marketing Support: Website Update & Maintenance

Ensure all information provided (shops, tours, accommodation & Calendar of Events) is current

Advising operators on content management program and available services

Updating video, photo, text contents Social Media Management & Support

Update & promote Social Media via Facebook & Twitter

Cross promote other businesses on island, with a posting schedule to ensure fair and even coverage of interests and businesses.

Support Twitter, Pintrest & Instagram accounts

Creative content for Youtube

Visitor Statistics: The NIGTB monitors overall consumer satisfaction via a Consumer Survey program. This program includes the provision of feedback forms at the Airport which are collected, processed and reported on a monthly basis. The current visitors completing the survey reports is approx 6% A database of email contacts is collected from the cards and currently 17,753 clients receive regular information and updates in a newsletter format.


Sep-15 Page | 20

Visitor Survey: The following is the graphed results of key survey questions along with some observations

Observations

Word of mouth continues to play a significant role in marketing Online, Brochure, TV Advertising continues to play a role in marketing

Websites are very important for Accommodation Significant bookings are done through Travel Agents/ Wholesalers

Observations

The current accommodation suppliers, getting the available business, are meeting customer expectations The touring options on island are delivering however this suggests new highlights to meet market expectations are

required.

Food and beverage results are in line with the marketing promises of ‘good food’ however consistency in the sector could become an issue over time.

The retail/shopping sector results are in line with previous sector report predicted outcomes and highlight the local and worldwide difficulties facing the retail/shopping sectors.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

2013-14 2014-15

What most influenced your stay

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

2013-14 2014-15

What most influenced your Accommodation Selection

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Excellent Very Good Satisfactory Poor

2013-14 2014-15

Rate your accommodation experience

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%


2013-14 2014-15

Rate your tour experiences

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%


2013-14 2014-15

Rate your Food & Beverage experience

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%


2013-14 2014-15

Rate your Shopping experience


Sep-15 Page | 21

Observations

The majority of surveyed passengers are first time visitors Norfolk continues to experience strong repeat visitations The National Park and KAHVA areas experience a high level of visitation

Observations

Based on these as an average figure the Total visitor on island spend could be estimated at around $28 million dollars The destination is meeting overall consumer expectations

Immigration Statistics Additional to this the Immigration department collects the statistics of all incoming passengers. These are provided to the NIGTB on monthly bases for collation and distribution. These are the figures utalised for the official statistics. The following are the results of the data collected via the Immigration Department

Observations

The spread of visitor arrivals is in line with the available airline seat capacity Through fare connectivity from additional Australian ports is important The market from Victoria remains significant to the Industry

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Yes No

KAVHA National Parks

Did you visited KAHVA and/or National Parks

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

2013-14 2014-15

Amount of times previously visited

-10.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

0 - $200 $201- $500 $501 - $1,000 $1000+

2013-14 2014-15

What was your estimate on island spend

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

BeyondExpectations

Great As Expected Not up toExpectations

2013-14 2014-15

Rate your level of overall enjoyment


Sep-15 Page | 22

Observations

Norfolk Island attracts significantly more female visitors that males The bulk of the market is the 45+ target market, (currently the Baby boomer generation)

Observations

Private stay visitors is consistent with previous 10 year averages Average stay visitors is consistent with previous 10 year averages

Marketing Statistics Additional to the above Norfolk Island Tourism also defines visitors utalising the Roy Morgan Helix Personas. Helix Personas incorporates not only age, wealth and spending power, but also Values and Technology Adoption. It can provide a real understanding of why some communities who can afford a product or service choose to have it and why some don’t. - Roy Morgan State of the nation - June 2015

AUSTRALIA

Leading Lifestylers Metrotechs Todays Families Aussie/Kiwi Achievers Getting By Golden Years Battlers

High income families, typically own their own

home in the inner suburbs.

Young, single, well educated, inner city

professionals with high incomes, typically

renting apartments. Cultured, connected, clued-in & cashed up

Young families in the outer suburbs, living up to their above-average incomes. Their beloved gismo-enriched home is

the nucleus of their family.

Closest to the average Australian, these young,

educated, outer suburban families are

working full time to pay off their expensive

separate house

Young parents or older families with children

still at home, outer suburbs, bargain

hunters.

Conservative, risk-averse retirees focused on health, security and

maintaining an income from investments or the pension, even if they're

mortgage-free.

Mostly Aussie-born, these struggling young families, single mums & retirees are focussed on

making ends meet. Many are welfare

dependent.

NEW ZEALAND

High income families, typically own their own

home in the inner suburbs.

Young, single, well educated, inner city

professionals with high incomes, typically

renting apartments. Cultured, connected, clued-in & cashed up

Young families in the outer suburbs, living up to their above-average incomes. Their beloved gismo-enriched home is

the nucleus of their family.

Closest to the average Australian, these young,

educated, outer suburban families are

working full time to pay off their expensive

separate house

Young parents or older families with children

still at home, outer suburbs, bargain

hunters.

Conservative, risk-averse retirees focused on health, security and

maintaining an income from investments or the pension, even if they're

mortgage-free.

Mostly Aussie-born, these struggling young families, single mums & retirees are focussed on

making ends meet. Many are welfare

dependent.

30%

11%

3% 14%

7%

20%

15%

Australian Arrivals by Helix Persona Demographic

Leading Lifestylers Metrotechs Todays Families

Aussie/Kiwi Achievers Getting By Golden Years

Battlers

15%

2%

18%

14% 12%

18%

21%

New Zealand Arrivals by Helix Persona Demographic

Leading Lifestylers Metrotechs Todays Families

Aussie/Kiwi Achievers Getting By Golden Years

Battlers


Sep-15 Page | 23

Observations

Norfolk Island is attracting a significant portion of travelers from Australia who are in the right ‘target market’ New Zealand travelers tend to be from the less affluent markets, potentially driven on price above product

Conclusion The Tourism industry remains the primary industry on Norfolk Island with investment, development and growth within the industry key to the overall economy and sustainability of the Island. In the current economic climate it is becoming more evident that the ability for the industry to achieve the desired outcomes for the island is reliant on the capacity of both Government and the private sector to invest more than the current spend in infrastructure and marketing to achieve growth. Marketing funding to the NIGTB by Government has never been more crucial to maintaining current levels of tourism, with significant growth dependent on an increase in this expenditure budgets. In 2015/16 the significant issue in achieving longer term industry sustainability is seasonality, unless addressed in the short term it will continue to be the ‘Achilles heel’ of the Tourism industry.

The above report is produced by the NIGTB utalising a number of reporting mechanisms provided to the Government, the NIGTB Advisory Board, and the Industry on various weekly, monthly and annual timeframes.

Glen Buffett

General Manager Norfolk Island Government Tourist Bureau

- Destination Management

- Norfolk Island Tourism - Visitors Information Centre

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