Segmentation.

The Australian Tourism Commission (ATC) 

In these latter days Australia has become more popular holiday destination for UK travelers due to its variety such as city lifestyles, adventures. beaches, rain forests, and etc. It is also a result of cheap flights and the strength of pounds of sterling against the Australian dollar. Furthermore, the UK is the third largest source market for visitors to Australia behind Japan and New Zealand. Moreover, there are no language barriers for understanding each other. On the other hand, the international tourist industry is very competitive and Europeans willings to travel have many short, medium and long-lengthy destinations from which to choose. 

ATC was established in 1967 to promote Australia as an international tourism destination. ATC had two main goals: to increase the number of visitors to Australia from overseas and to maximise the benefits to Australia from overseas visitors. For achieving these objectives, ATC helps travellers to plan their trip to Australia through the provision of destination information and businesses to co-operate in mutually supportive tourist ventures, works with a range of partners to convert strong interest levels in visiting Australia into actual travel decisions. 

ATC has maximised the efficiency of its marketing efforts by breaking up the travel market into specific market segments, including:

• independent adventurers aged 25-34 (primary market)
• young independent travellers (YIT’s) aged 18-24 (secondary market)
• independent adventurers aged 45-65.

To understand better each segment, the exploration of the nature, attributes and appeal of their own products, the buying behaviour of their customers (length of stay, money to spend on travel) is using. 

For example, YIT’s are typically single students who make their own travel arrangements.  Many are on a ‘gap year’ and travel either on their own or with friends.  YIT’s see themselves as travellers seeking experiences rather than as tourists seeing sights opting for low-price products, including hostel accommodation, bus passes, sporting activities, adventure and an immersion in the "fun" Australian lifestyle and people. 

Australia is a good opportunity for individual experiences that the mass tourist destinations of the Mediterranean cannot provide.  Australia’s appeal is strongly driven by people’s perceptions of the open and outdoor lifestyle, as well as by its natural beauty and space. Younger travellers look for a sense of adventure and are attracted to the more challenging and active elements such as snorkeling, surfing, white water rafting and bungee jumping. 

ATC involves the following strategies to attack customers' attention:

• tour operators (eg STA, USIT, Trailfinders)
• airlines (eg Qantas and Singapore Airlines)
• other organisations that are seeking to tap into the Australian market based in the UK
• produces a couple of key consumer publications (the main tool for providing information to the consumer)
• the annual Travellers Guide and a consumer website, australia.com.
• participation in trade events
• providing regular newsletters for industry partners

The source was used - http://businesscasestudies.co.uk/australia/targeting-a-market-segment/introduction.html#axzz2CVO8EIRj