International
Market Profile
ITALY
International Market Profile
ITALY
MARKET OVERVIEW
Apporximately 20% of
Italians travelling for leisure
to Australia would include
South Australia in their
itinerary.
South Australia is well served
by the resilient honeymoon
market. Honeymoons are
most often paid for by family
and friends and are booked
via the travel trade.
The honeymoon period is
generally from June through
to October. However,
December is also a peak
month.
Youth travellers and those
visiting on a Working Holiday
Visa have a high length of
stay and dispersal to the
regions.
KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS
FAST FACTS AND FIGURES
Data is based on a 3 year annual average for the years ending Dec 2014 to Dec 2016
for all purpose visitors.
Holiday
VFR
Business
Other
Total
9,000
1,000
-
1,000
11,000
Visits (AUS)
43,000
21,000
10,000
21,000
71,000
Nights (SA)
75,000
30,000
2,000
91,000
198,000
2,523,000
579,000
145,000
1,610,000
4,857,000
8
30
-
91
18
59
28
15
77
68
Nights (AUS)
ALOS - Nights (SA)
ALOS - Nights (AUS)
Expenditure
90% • Adelaide
0
40
60
80
100
Percentage
LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP
}} Kangaroo Island’s diverse and abundant nature and wildlife.
}} Authentic outback and wilderness experiences of the Flinders Ranges, often
discovered on self-drive journeys.
}} South Australia is a perfect self-drive destination as indicated through visitation on
the Limestone Coast as part of the Southern Ocean Drive (Melbourne to Adelaide).
KEY THEMES
}} Adult couples from 20-35, covering the two major demographics being honeymooners and youth market on Working Holiday Visas.
}} Nature and wildlife
}} Coastal
}} Outback
}} Self-drive
}} Soft adventure
}} Luxury
MARKET INSIGHTS
}} T
raditional trade partners are still the main driver for bookings in the Italian market due
to the strong honeymoon sector and first time visitor focus.
}} The majority of honeymooners will book through a specialist Australian tour operator
so engaging and working with these partners is a high priority in Italy.
}} The South Australian Tourism Commission runs a public relations strategy including
social media engagement to drive demand and support the industry simultaneously.
}} Consumer laws are very strict in Europe, so please remember this when you prepare
product descriptions for wholesalers. What you deliver has to match what was
offered. If you make changes to product that has already been brochured, let the
wholesaler and their inbound tour operator know as soon as possible.
}} Italians like to eat late and like to spend time at the dinner table.
49 days • 15-24 yrs
SA Target
Audience
Age group
20 days • 25-34 yrs
13 days • 35-44 yrs
11 days • 45-54 yrs
7 days • 55-64 yrs
5 days • 65+ yrs
0
10
20
30
40
Days
Average length of stay is influenced by longer
staying education and VFR sectors.
SEASONALITY
14%
12%
10%
Visitors
TARGET MARKET PROFILE
}} Airlines which provide direct access to Adelaide
with one stopover include Emirates, Qatar Airways,
Singapore Airlines, Cathay Pacific.
20
$14,000,000
APPEALING EXPERIENCES
AIR ACCESS
1% • Barossa
2% • Adelaide Hills
2% • Riverland
5% • Eyre Peninsula
6% • Fleurieu Peninsula
7% • Flinders Ranges & Outback
15% • Limestone Coast
48% • Kangaroo Island
Visits
Italy
Visits (SA)
Kangaroo Island is the
hero experience for South
Australia. Consumers see
it as one of the must-visit
destinations in Australia and
for most Italians it is their
reason for visiting South
Australia.
8%
6%
4%
2%
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month of arrival in South Australia
50
International Market Profile
ITALY
VISITOR AGE PROFILE
d
c
ACCOMMODATION USED
e
f
a
f
10% • 15-24 yrs
44% • 25-34 yrs
18% • 35-44 yrs
12% • 45-54 yrs
11% • 55-64 yrs
5% • 65+ yrs
PACKAGE TOURS
b
b
b
a 27% • Rented house/apartment/
unit/flat
b 24% • Home of friend/relative
c 11% • Hotel/resort/motel/motor inn
d 11% • Backpacker/hostel
e 10% • Homestay
f 6% • Caravan/camping
g 10% • Other
a
b
c
d
33% • Unaccompanied
54% • Adult couple
7% • Family group
5% • With friends/relatives
FIRST OR RETURN VISIT
b
a
a
d
c
SA Target
Audience
c d
a
e
b
a
b
c
d
e
f
g
TRAVEL PARTY DESCRIPTIONS
a
a 59% • Non package tour
b 41% • Package tour
a 77% • First visit
b 23% • Return visit
This data includes Education and VFR purpose sectors.
KEY DISTRIBUTION PARTNERS
Key Wholesale Partners
Inbound Representative Company in Australia
Top Travel Websites
Discover Australia
Viaggidea
Go Australia
Naar
Amo il Mondo
Alidays
Cividin Viaggi
Australian Travel
Hotelplan
Gastaldi Holidays
AOT
AOT
Pan Pacific
AOT
AOT
ATS
FINESSE
AOT
AOT
AOT
Booking
Anecdotal feedback from the key distribution partners above show that 85% of their bookings
to Australia include South Australia, in particular Adelaide and Kangaroo Island.
Expedia
Edreams
TripAdvisor
Easyjet
Ryanair
Paesionline
Lonelyplanet
SOCIAL MEDIA

Find our Facebook Page at SeeSouthAustralia. Regional specific pages can be accessed via the SeeSouthAustralia homepage.
Source: International Visitor Survey, Tourism Research Australia, Canberra | Department of Immigration and Citizenship (DIAC) |
VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights)
Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are
paid for before arrival in Australia.
Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care
has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the
purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility
on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a
result of your reliance on this information.
Produced by the South Australian Tourism Commission April 2017.
CONTACTS
Marketing
Distribution
Martin Kaesler,
[email protected]
Business Manager
International Marketing,
Adelaide
[email protected]