MALAYSIAN outbound group travel to Australia’s state of Victoria has given way to a larger FIT segment, creating a fertile market for the trade.
Yarra Valley and Dandenong Ranges Marketing interim CEO, Julie Sampson, told TTG Asia e-Daily during the Melbourne Style on Show in Malaysia: “The FIT market from Malaysia started growing after AirAsia X launched flights between Kuala Lumpur and Melbourne in late 2008.
“It opened up a new wave of travel. They (travellers) don’t pre-book everything from their travel consultant anymore. FIT travellers tend to do their research from websites and book day tours when they arrive at the destination.”
Gray Line Australia’s sales and marketing manager, Glen Driver, said: “A large part of our FIT business today are Asians, with Malaysians being a big part of it, thanks to AirAsia X services from Kuala Lumpur to Melbourne. Three to four years ago, our clients were mainly New Zealanders, Americans and Europeans.”
He noted that Asian FITs were inclined towards experiential activities such as helicopter rides, wine and gourmet tours, while also visiting tried-and-tested attractions.
On how her company targets this new segment, Sampson said they “educate the trade to keep their websites updated and to include day tour programmes on their websites”.
The Puffing Billy Railway marketing manager, Nadine Hutchins, said travellers would be able to experience driving a train after the relaunch of the refurbished Climax Locomotive this September. The company advertises its offerings in the Melbourne Official Visitor Guide, and works with inbound tour operators in Australia to get bookings.
Malaysia is Victoria’s fifth-largest tourism market and generated 94,000 visitors for the year ending March 2013, an eight per cent year-on-year rise. Growth is forecast at 4.7 per cent annually until 2022.
Melbourne Style on Show in Malaysia is a super trade mission to South-east Asia, uniting 445 delegates and 315 Victoria sellers over two days. Tourism Victoria is also due to take the event to Singapore and Indonesia.
