The growth in international visitor arrivals to Australia is attracting new companies to the inbound tourism industry. While there are many benefits in marketing your product to the inbound tourism industry, there are a range of challenges which you should consider before planning your approach.

Time and Money
Successful inbound marketing generally requires a lot of money and hard work, and is based on establishing and maintaining good business relationships over an extended period of time. You may have to wait several years before you earn a return on your investment. It is a long term commitment!

Developing your product to an 'international' standard requires an excellent understanding of international consumers and the language, cultural and culinary requirements of the countries you are targeting.

Understanding the Market
Understanding international consumers and their needs, motivations and different travel styles, will enable you to see where your product fits internationally and select the right markets.

To be successful in the export tourism industry, it is important to understand the roles of Inbound Tour Operators, International Wholesalers, Retail Travel Agents and other partners in the international travel distribution system. You will need to identify key partners and establish and maintain relationships with them.

Your product price structure should also support the commission levels required by your partners in the distribution system.

It takes time to establish a successful level of international sales and position your product in the international market. Your marketing strategies should be well-planned and incorporate a variety of activities that target both the international consumer and the travel trade.

Networking for Success
Success in this area relies on effective networking - tapping into the support available. There are allies to be found in a host of places and with a little effort you can engage their help to take your brand and products further than you ever thought possible.

In this Section:

• Gain an understanding of inbound tourism, basic tools and key contacts you need to enter the export tourism market
• Find out what motivates international visitors
• Develop an effective Tourism Marketing Plan, and
• Plan an effective public relations campaign to gain maximum benefits and important exposure.

This information, combined with advice and assistance from tourism associations, industry bodies and tourism operators should put you on the path to success!