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Yours Truly, Tan Siew Hoon

Yours Truly, Tan Siew Hoon. Market Overview . Population: 26.64 Million (as of May 06) Department of Statistics Malaysia Population Breakdown : Malay 50.4%, Chinese 23.7%, Indigenous 11%, Indian 7.1%, others 7.8% (2004 est.) Drivers of Economy: Chinese population

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Yours Truly, Tan Siew Hoon

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  1. Yours Truly, Tan Siew Hoon

  2. Market Overview • Population: 26.64 Million (as of May 06) Department of Statistics Malaysia • Population Breakdown: Malay 50.4%, Chinese 23.7%, Indigenous 11%, Indian 7.1%, others 7.8% (2004 est.) • Drivers of Economy: Chinese population • Total Visitors to Australia (from 149K- 136K) : 8% decrease • Total Visitor Nights to NSW (from 669K to 936K): 39.9% increase • High Repeat Visitorship to Australia: 72%

  3. Malaysian Government & Economy • Government: Prime Minister Abdullah Badawi, under Ruling Party of Barisan National • Economy: 5.9% in the 2nd quarter of 2006. Exceed 1st quarter growth of 5.5% growth (Oct 06 Department of Statistics Malaysia) • BUT Unfavourable Exchange rate 1 AUD= MYR 2.64

  4. Consumer Trends • Price/ Value Conscious • Longer length of stay (from 14.5N to 24.5N): 69% increase • Increasingly late bookings (2 weeks) • Internet savvy, but still reliant on print media and travel agents. • 79%** rely on agents as key sources of information • 42%** rely on travel promotions/fairs as key sources of info in planning trip • 5th Highest Ave Spent (A$2278) in NSW across ALL international Markets ** MasterCard Index of Travel Survey 2nd Half 2006)

  5. Consumer Trend- MATTA Travel Fair • >90,000 visitors • RM $90M Sales • Destination Competition Evergreen - China, Hong Kong & Australia New - Japan and Korea Renewed interest -UK, Europe, US • Increase outbound travel from suburbs,- Eg Penang MATTA Fair - 41K visitors, RM25 million sales; Australia : Top 5 • The next MATTA Fair: March 16- 18, 2007

  6. Trade Update: Aggressive NTO Competition • NTOS (Singapore, Taiwan, Macau and Turkey Tourism Boards) focus on thematic experiences & events • HK & KNTO: Targeting Muslim segment with buyer-meet-seller session, trade & media famils. • British Tourism: Offering tactical funding for Visit Britain campaign

  7. Outbound Travel: Traditionally dominated by Klang Valley players Trade Updates GTT Holiday Tours Excellence Hols M’sian Harmony Mass Market • Agent Cluster • GEM Travel • Mitra • Sunway Incentive Mayflower Harpers BMC Prime HTT Falcon Holiday Tours Niche Market MSL FIT Focus Group Focus

  8. Aviation Update • Flight Frequency to Sydney- 58 weekly flights- as of July 06 • Direct Flights: 20x weekly (MAS 14, Austrian 6) • Indirect Flights (weekly): • SQ : 21x • Qantas 14x • British Airways 7x • RBA : 3x • Austrian Airlines: terminating flights from KUL to Sydney from Mar 07 onwards. • MAS -Virgin Blue Agreement: Seemless connectivity (30 Aug 06)

  9. Aviation Update • Low Cost Carrier: Air Asia • 16M Customer base • Carried >20M customers as of Aug 06 • Taken over 96 (total 118) of MAS’ domestic routes as of Mar 05. • Flies to Regional destinations (Bali, Bangkok, Chiangmai, Hatyai, Hanoi, Manila, Phuket, Hanoi) • Free seats and low price strategy

  10. 6 Key Objectives in Malaysia Market • Trade Education & Product Development to increase depth of experience • Increase length of stay in Sydney NSW • Increase dispersion to Sydney Surrounds with min 1N stay in each region • Increase Spend in NSW • Develop new product experiences via market segmentation • Develop partnershipsbetween agents and NSW suppliers

  11. Key Challenges & Action Plan in Malaysia Market

  12. Objective: Increase Depth of Experience & Regional Dispersion All Australia Supplement Strategy: Integrated Best of Australia Campaign with PR/ Media Focus on Thematic Experiences Advertorial in the Star

  13. Objective: Increase Depth of Experience & Regional Dispersion BOA Family Coupon Booklet offering discount for 1st child Consumer Brochure Strategy: Integrated “Best of Australia” Campaign Focus on Family Fun & Best of Sydney City & Country Tactical Package with Min 2N Stay in Region

  14. Objective: Increase Depth of Experience & Regional Dispersion • A major break-through on prime time TV featuring foreign destination, 1.2 million audience • Malaysian Celebrity endorsement • Total encompassing campaign of : • TV broadcast , Print publicity, Online exposure , Consumer engagement via contest • Call to Action : Best of Sydney Australia tactical Campaign Strategy: Integrated “Best of Australia” Campaign with Travelogue Featuring Famous Malaysian Celebrities

  15. Objective: Develop New Market Segment VJP: First Ever Malay Media Journalists (4 pax) to Sydney (July 06) Article in Mingguan Malaysia Article in Harian Metro Article in Harian Metro Strategy: Muslim Market - Raise profile of Sydney as a Muslim-friendly destination

  16. Objective: Develop New Market Segment Article in Harian Metro Article in Harian Metro Strategy: Muslim Market - Raise profile of Sydney as a Muslim-friendly destination

  17. Objective: Formalise partnerships for the development and promotion of Sydney NSW Ads in Star Consumer Flyer Strategy: Strategic Partnerships with Holiday Tours & MasterCard International

  18. Market Opportunities – Why Continue to Invest in Malaysia • High Affinity & Familiarity - Repeat visitation (72%) / Easy to convert • 69% Increase in Length of Stay (from 14.5N to 24.5N) • Good Spend: 5th Highest average expenditure per visitor (A$2277) spent in NSW • Highest TIEV (A$567M) in year 2006, even with decreasing number of Malaysian visitors • Strong agents support ** June IVS 06

  19. Market Opportunities – Why Continue to Invest in Malaysia • RM15 billion Infrastructure projects by Government (9th Malaysian Plan) • Untapped market potential • Emerging middles class Malay segment (almost 2 million Urban Malays). High propensity to travel but lacks understanding. • Average annual 5.1% growth from 2006- 2015 by TFC June 06

  20. How You Can Be Involved! Upcoming Market Opportunities- Jan- Dec 07

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