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Public Seminar by Austrade and Tourism Australia on Norfolk Island Understanding international markets

Media Release

25 May 2016

Senior officers from Austrade and Tourism Australia will hold a public seminar on Norfolk Island on 30 May 2016 to explore, and strengthen understanding of international markets.

Time: 10.00am - 12noon, Monday, 30 May 2016
Venue: South Pacific Resort Hotel, Norfolk Island

The speakers at the seminar will be Mr John Brand, Australia's Consul-General and Senior Trade Commissioner to New Zealand, and Mr Leigh Sorensen Tourism Australia's General Manager of Industry Relations.

Mr Brand is based in Auckland, New Zealand, which is Norfolk Island's geographically closest market with direct air and sea links. John has extensive experience with Austrade in the region and is currently responsible for seventeen staff across the markets of New Zealand, Melanesia, Polynesia and Timor-Leste. Mr Brand will speak about the role of the Australian government Trade Commission (Austrade) and the importance of differentiating marketing strategies for New Zealand compared to the mainland Australian market.

Mr Sorensen is based in Sydney and is Tourism Australia's General Manager of Industry Relations. He will talk about the role of Tourism Australia and how operators in the tourism industry generate new business by reaching out and penetrating new markets.

Messrs Sorensen and Brand will talk about export and tourism strategies for small business.

In calendar year 2015, the number of visitors to Australia aged 15 years and over reached 6.9 million, increasing by 502,000 (8%) from the previous year. These visitors spent a record $36.6 billion in the year or $5.5 billion more than the previous year. This is the highest percentage growth in total trip spend since 2001. The top five markets for visitors were New Zealand, China, the UK, USA and Singapore. These five markets accounted for 53 per cent of all total trip spend.

The Hon Gary Hardgrave