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    Case Study - Sydney Fish Market

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    Genesis Ian Von Reyes
    Sydney Fish Market has used tourism data from Tourism Research Australia to inform business decisions and target marketing strategies. TRA data has shown rapid growth in Chinese visitors and helped SFM validate expanding Mandarin language offerings. SFM accesses quarterly TRA reports and plans to subscribe to the TRA Online portal, which provides detailed visitor demographics like country of origin and visit frequency to guide targeted marketing campaigns.

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    Case Study - Sydney Fish Market

    Uploaded by

    Genesis Ian Von Reyes
    370 views1 page
    Sydney Fish Market has used tourism data from Tourism Research Australia to inform business decisions and target marketing strategies. TRA data has shown rapid growth in Chinese visitors and helped SFM validate expanding Mandarin language offerings. SFM accesses quarterly TRA reports and plans to subscribe to the TRA Online portal, which provides detailed visitor demographics like country of origin and visit frequency to guide targeted marketing campaigns.

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    Case study_Sydney Fish Market

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    Sydney Fish Market has used tourism data from Tourism Research Australia to inform business decisions and target marketing strategies. TRA data has shown rapid growth in Chinese visitors and helped SFM validate expanding Mandarin language offerings. SFM accesses quarterly TRA reports and plans to subscribe to the TRA Online portal, which provides detailed visitor demographics like country of origin and visit frequency to guide targeted marketing campaigns.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    370 views1 page

    Case Study - Sydney Fish Market

    Uploaded by

    Genesis Ian Von Reyes
    Sydney Fish Market has used tourism data from Tourism Research Australia to inform business decisions and target marketing strategies. TRA data has shown rapid growth in Chinese visitors and helped SFM validate expanding Mandarin language offerings. SFM accesses quarterly TRA reports and plans to subscribe to the TRA Online portal, which provides detailed visitor demographics like country of origin and visit frequency to guide targeted marketing campaigns.

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    TRA Case Study:

    Sydney Fish Market


    SYDNEY FISH MARKET’S ‘CATCH ‘In the past, we’ve found it quite challenging to capture our site
    visitation numbers because of the nature of our location—you can
    OF THE DAY’ - TRA DATA! enter by car, foot, coach vehicles or public transport,’ says Williams.
    ‘In 2015 we ran a site visitor research project and were added to
    Sydney Fish Market (SFM), once a humble seafood market, is
    the TRA visitor surveys.1 Ever since, we’ve relied on that as our most
    now a fully-fledged tourist destination with three million local and
    accurate source of data about where tourists are coming from.’
    international visitors a year. Located in the heart of Sydney, SFM is a
    buzzing hub for tourists, offering everything from fresh fish and chips She adds: ‘TRA data has demonstrated rapid growth in Chinese
    to cooking classes and guided tours. visitors to Sydney Fish Market. We have been able to use this to
    validate new strategies, partnerships and product offerings. For
    SFM has grown significantly over the last three years, and has used
    example, we have been encouraged to expand our experience
    tourism data to develop long-term strategies and drive business.
    offerings with new Mandarin language Sydney Seafood School
    Data from Tourism Research Australia (TRA) helps SFM with site
    classes which commence in February. We will also be introducing
    development, preparing stakeholder briefings and developing
    Mandarin language ‘Behind the Scenes’ tours and have even
    targeted marketing.
    used the data to encourage our Sydney Seafood School Cookbook
    Tourism data has given SFM a better understanding of the publisher to create a Mandarin edition.’
    demographics of its visitors, which has informed business decisions
    SFM currently accesses TRA data via quarterly reports and are
    including investment in new services and upgrades to facilities.
    planning on subscribing to TRA Online, an online portal which
    The data has also helped demonstrate the social and economic houses TRA’s extensive data sets. Updated quarterly, TRA Online
    contribution that SFM makes to the state. Deloitte Access provides detailed demographics about visitors, including their reason
    Economics’ 2016 estimates (modelled on TRA data) predict that the for travel, which is perfect for targeted marketing campaigns.
    redevelopment of SFM in late 2018 will boost the state economy by
    ‘TRA provides us with a detailed breakdown of our visitors, showing
    approximately $52 million per year through tourism and deliver 136
    the country or region they’re from, if they’re a returning or first-time
    full-time equivalent jobs.
    visitor and the growth in visitation for each demographic too,’ says
    Williams.
    VISITOR DATA INFORMS TARGETED MARKETING
    ‘If what you do is even slightly affected by the tourism industry, TRA’s
    Stephanie Williams, Marketing & Communication Manager at SFM,
    research and data can only help.’
    uses tourism research on a weekly basis to report on visitation and
    develop targeted marketing plans. Want to use tourism data to inform your business? You can learn
    more about TRA Online here.

    Want to use tourism data to cross-check


    your business’ performance with your 1 F
     rom 2015, respondents to TRA’s International Visitor Survey (IVS) and National
    Visitor Survey (NVS) were asked specifically if they visited Sydney Fish Market
    surrounding area? – the same level of data may not be available for other tourist destinations for
    which data was not specifically collected. The list of attractions included in the
    IVS and NVS is determined by the relevant State Tourism Organisation (STO).
    Learn more about TRA Online.

    TRA.GOV.AU

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