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2007 Bahamas Dive Marketing Committee Chinese Marketing Proposal

2007 Bahamas Dive Marketing Committee Chinese Marketing Proposal. Est, 8 Million Divers (3.4 mill in U.S.) $9 Billion Annually Spent by Diving Consumers Est. 72% Spent on Dive Travel Activities (US figures). Est. 66% Million Active, Traveling Divers 1,900 US Dive Retail Outlets in U.S.

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2007 Bahamas Dive Marketing Committee Chinese Marketing Proposal

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  1. 2007 Bahamas Dive Marketing Committee Chinese Marketing Proposal December 2006

  2. Est, 8 Million Divers (3.4 mill in U.S.) $9 Billion Annually Spent by Diving Consumers Est. 72% Spent on Dive Travel Activities (US figures) Est. 66% Million Active, Traveling Divers 1,900 US Dive Retail Outlets in U.S. 300 in Canada Less Than 100 Dive Wholesalers Worldwide Retail, Travel Agent & Wholesaler Bookings Account for Approx. 24% WorldwideDiving Industry Overview • Top Dive Destinations in World: • Red Sea • Caribbean • Australia • Pac Rim/Asian Markets • Bahamas #1 for Short-Haul US Dive Vacations (3 to 4 days) Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001. December 2006

  3. Estimated World Ancillary Dive Market Size • 50 Million Snorkelers • 5 Million Resort Course Participants • However, Neither Are A Primary Travel Activity Motivation December 2006

  4. Est, 40,000 Divers 100 Dive Clubs Travel via Local Clubs Huge Interest in Diving Sanya Dive Operation: 2,000/day Resort Courses with 500 Instructors One Main Website for All Clubs/Divers (chinadivecommunity.com) Two Dive Shows: Beijing in August 2007 Hong Kong in Sept. 2007 Great Co-Promo Opportunities http://www.chinadivecommunity.com/english/inc/chinadivemarket.pdf China’sDiving Industry Overview • Top Dive Destinations in World: • Red Sea • Caribbean • Australia • Pac Rim/Asian Markets • Bahamas #1 for Short-Haul US Dive Vacations (3 to 4 days) Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001. December 2006

  5. U.S. Dive Market Historical Review • 9 Year Trend • 6% Average yearly Growth • Has Always been a long-term growth trend industry. • As opposed to fad or volatile industries. • China is expected to Follow US or Japanese Dive Markets in Terms of Aggressive Growth December 2006

  6. The Bahamas Diving Association • 36 Members on 11 Islands • Land-Based Dive Operators • Liveaboard Dive Vessels • Dive Resorts • Active Association • Works Hand-in-Hand with Ministry of Tourism’s Dive Marketing Committee December 2006

  7. The Islands of The Bahamas: Strategic Dive Product • Logistics, Proximity, Diversity (Topside/Underwater) • Highly Competitive and High-Quality Dive Product • Excellent - With Many Unique Types of Diving • Walls, Wrecks, Dolphins, Sharks, Big Animals, Blue Holes, Diverse Marine Life • Quality Facilities and Resorts • Safe Travel, Accessibility December 2006

  8. The Islands of The Bahamas: Strategic Chinese Travel Dive Product • Many Connections via London on Various Airlines • Very Easy on British Airways (2 hour layovers) • High Quality Dive Product • Considered a “Dream Destination” by Chinese Divers • Minimal Funds Needed for Branding • Safe Travel, Accessibility to USA December 2006

  9. The Islands of The Bahamas Strategic Dive Market Advantages • Modern Dive Operations • 36 Members in BDA • Must Follow Strict Guidelines for Membership • Hotels/Resorts • From Atlantis to Small Hope Bay: It’s All Here • Cabanas to Casinos • Other Activities • Golf to Tennis • Snorkeling to Subs • World-Class Fishing & Boating December 2006

  10. Planned 2006/2007 Chinese Dive Marketing Initiatives • Selling Tools: Chinese Language DVD (on-line) • Auto-Replay for Classes and Displays • Divided Up By Location/Island • Shows Diversity and Variety of Diving in Each Location • Available Free! • Bahamas Chinese Language Diver Magazine (on-line) • In Reprint, But Freely Distributed as Well • Extensive Guides December 2006

  11. Planned 2006/2007 Chinese Dive Marketing Initiatives • Consumer Website: Chinese Language BahamasDiving.com • On-Line HTML Version of Bahamas Diver Magazine • Streaming Videos from DVD • Dive Operator Listings • Request Materials • Stephen Frink Island Tour • Lot’s of Editorial Reference • iPod and Phonecast Downloads December 2006

  12. Chinese Language BahamasDiving.com December 2006

  13. Consumer & Club Programs & Budgets Proposed Marketing Initiatives • Plan Major Promotion on ChinaDiveCommunity.com $5,000 • Consumer Sponsorship/Campaign at Both Chinese Dive Shows: Beijing & Hong Kong $20,000 • Major Press/PR Programs with Local Media $5,000 • FAM/Trip Promos & Giveaways $10,000 • Travel Expenses (Air & Hotel for Representatives) $5,000 • Total Requesting for Co-Op Support for Chinese-Specific $50,000 Travel, Promotions, and Translation Assistance in 2007 December 2006

  14. Thank You For Your Time and Consideration On Behalf of The Bahamas Diving Association, Bahamas Ministry of Tourism’s Dive Marketing Committee: • Earl Miller • Richard Treco • Neal Waston • Stuart Cove • William Cline December 2006

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