New Zealand

Market Profile In 2012, New Zealand was Australia’s largest inbound market for visitor arrivals, fourth for total expenditure and third for visitor nights. It was also the second largest market for total dispersed nights1 during 2012. Findings from Tourism Australia’s recent international tourism research project2, indicate that when selecting a holiday destination New Zealand visitors are wanting (in order of importance): value for money, safety and security, friendly and open locals, good food and wine and quality accommodation options. Compared to other destinations, Australia ranks very highly for safety and security, value for money, having friendly locals, good food and wine, natural beauty, coastal scenery and quality accommodation. The research shows that Australia delivers a positive holiday experience for New Zealanders. The latest forecast by the Tourism Forecasting Committee (TFC), released in October 2012, estimates that arrivals from New Zealand will increase by 1 per cent in 2012/13 and 2 per cent in 2013/14, with a 2 per cent annual compound growth rate expected between 2011/12 and 2016/17.

Jetstar

Virgin Australia

Emirates

Qantas

Other

Table includes direct and indirect capacity

Potential for the New Zealand market to be worth by 2020 (Tourism 2020)

$2.3bn

total spend

Total spend from New Zealand in 2012 (up 5 per cent on 2011)4

1.2m

arrivals

New Zealand visitor arrivals in 2012 (up 2.4 per cent on 2011)5

15.7m

total nights

Key airlines and share of passengers in 20123 Air New Zealand

$3.4 - 4.2bn

New Zealand visitor nights spent in Australia in 2012 (up 2 per cent on 2011)4

4% 8%

6.9m

8%

dispersed nights1

48%

14%

New Zealand visitor nights spent outside gateway cities in 2012 (down 10 per cent on 2011)4

Australia ranks

18%

1st

among all outbound destinations for New Zealand travellers6

Visitor profile in 2012 93% repeat visitors4 69% of total arrivals are for leisure5 45-59 years largest demographic5 $2,079 average spend4 14 nights average stay4 Apr-Aug peak booking period Year-round travel

Sources: 1. Dispersed nights refer to nights spent outside gateway cities of Sydney, Melbourne, Brisbane and Perth 2. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, 2012

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New Zealand Market Profile April 2013

In this Market Profile • Market Performance • Consumer Research • Aviation Landscape • Distribution • Find More Information

3. Department of Immigration and Citizenship (Aviation) 4. International Visitor Survey (Tourism Research Australia) 5. Australian Bureau of Statistics, Overseas Arrivals & Departures 6. Tourism Economics, Tourism Decision Metrics

New Zealand

Market Performance 1.1 Arrivals trends History of Visitors from New Zealand into Australia Source: Australian Bureau of Statistics, Overseas Arrivals & Departures

1,400,000

Total Arrivals per Year

1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Dec80

Dec84

Dec88

Dec92

Dec96

Dec00

Dec04

Dec08

Dec12

>> New Zealand continues to be Australia’s largest source market for inbound arrivals, with New Zealand arrivals to Australia achieving an annual compound growth rate of 4 per cent between 2002 and 2012. >> Arrivals have been boosted in recent years by growing aviation capacity and the prevalence of airfare sales in the market. >> The New Zealand market has been resilient for Australia despite a number of events which hampered outbound travel in 2011 including earthquakes in Christchurch, the Chilean ash cloud and the Rugby World Cup.

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New Zealand Market Profile April 2013

New Zealand

Market Performance 1.2 Australia’s market share7 Australia’s market share of the New Zealand outbound travel >> Outbound travel from New Zealand increased in 2012 to 2.2 million trips, up from 2.1 million trips in 2011. >> Australia’s share of New Zealand’s total outbound travel has declined from 55.8 per cent in 2002 to 49.3 per cent in 2012. New Zealand: Total Outbound & Australia's Market Share Source: Tourism Economics (Tourism Decision Metrics)

1,287 57.83%

1,293 55.79%

1,374 56.03%

1,733 54.55%

1,872 53.59%

1,861 52.91%

1,978 52.67%

1,967 51.81%

1,918 53.00%

2,026 52.49%

2,117 50.71%

2,228 49.33%

2,000

40.0%

0

0.0% 2001

2002

2003

2004

2005

2006

Total Outbound (000s)

2007

2008

2009

2010

2011

2012 (f)

Australia's Share of Total Outbound (%) Note: 2012 is a forecast value

Top five outbound destinations from New Zealand >> In 2012, the top five outbound destinations from New Zealand were Australia, the USA, the UK, Singapore and Thailand. >> Australia ranked 1st among all outbound destinations in 2012, remaining unchanged from 2011. >> Data from the New Zealand Government agency, Statistics NZ, also shows that in 2012 the Pacific Islands group remained a top outbound destination from New Zealand. Trend of Top 5 Outbound Destinations from New Zealand Source: Tourism Economics (Tourism Decision Metrics)

1,200

Outbound Travellers (000s)

1,000

800

600

400

200

0 Australia

United States

United Kingdom 2001

7. Figures for 2012 in this section are based on forecast data, last updated 14 February 2013

New Zealand Market Profile April 2013

Singapore 2012

Note: 2012 is a forecast value

3

80.0%

Thailand

Market Share (%)

Outbound Travellers (000s)

4,000

New Zealand

Market Performance 1.3 Visitor arrivals by age and purpose of visit Analysis of visitors from New Zealand in 2012 >> In 2012, the majority of arrivals from New Zealand visited Australia for Leisure purposes, with Holiday representing 38 per cent of total arrivals, and Visiting Friends and Relatives (VFR) representing 31 per cent. >> The largest age demographic was 45 to 59 years, representing 29 per cent of total visitors. >> Of total Business arrivals from New Zealand in 2012, there were 44,890 convention/conference visitors.

Visitors from New Zealand by Age and Purpose of Visit for 2012 Source: Australian Bureau of Statistics, Overseas Arrivals & Departures

Holiday 456,730 (38%)

Visit Friend/ Relatives 377,680 (31%)

Business 212,520 (18%)

Education 14,980 (1%)

Employment 41,360 (3%)

Other 97,800 (8%)

400,000

350,000

Total New Zealand 1,201,070 (100%) + -

Total Number of Visitors

300,000

250,000

200,000

150,000

100,000

50,000

0 Under 15yrs 107,560 (9%)

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New Zealand Market Profile April 2013

15 to 29yrs 222,620 (19%)

30 to 44yrs 282,660 (24%)

45 to 59yrs 345,740 (29%)

60yrs & over 242,490 (20%)

New Zealand

Market Performance Age demographic of visitors from New Zealand for 2002-2012 >> Since 2004, the 45 to 59 years age demographic has been the largest visitor segment out of New Zealand, with an annual compound growth rate of 4 per cent between 2002 and 2012. >> The 60 years and over demographic has been growing over the past decade, with an annual compound growth rate of 7 per cent.

New Zealand: Visitor Arrivals by Age for 2002-2012 Source: Australian Bureau of Statistics, Overseas Arrivals and Departures

400,000

Under 15 yrs

Total number of visitors

350,000 15 to 29 yrs

300,000 250,000

30 to 44 yrs

200,000 45 to 59 yrs 150,000 60 yrs & over

100,000 50,000 2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Visitor segments from New Zealand for 2002-2012 >> Holiday visitors have remained the largest visitor segment out of New Zealand for the past decade. >> The VFR segment has grown steadily across the years, achieving an annual compound growth rate of 7 per cent.

New Zealand: Visitor Arrivals by Purpose of Visit for 2002-2012 Source: Australian Bureau of Statistics, Overseas Arrivals and Departures

600,000

Total number of visitors

Holiday 500,000 Visit Friends/Relatives 400,000 Business 300,000 Education 200,000 Employment

100,000

Others

2002

5

2003

2004

New Zealand Market Profile April 2013

2005

2006

2007

2008

2009

2010

2011

2012

New Zealand

Market Performance 1.4 Spend by age and purpose of visit Breakdown of spend by visitors from New Zealand for 2008-2012 >> On average from 2008 to 2012, the largest spending segment was Holiday visitors, representing 42 per cent of total spend. This was followed by VFR, representing 22 per cent. >> The largest spending age group was 45 to 59 year olds, representing 30 per cent of total spend by New Zealand visitors.

Spending by Visitors from New Zealand by Age and Purpose of Visit for 2008-2012 Source: International Visitor Survey (Tourism Research Australia)

Holiday $901,189 (42%)

Visit Friend/ Relatives $473,765 (22%)

Business $410,241 (19%)

Education $63,653 (3%)

Employment $226,673 (11%)

Other $76,363 (4%)

$700,000 Total New Zealand $2,151,884 (100%) + $600,000 -

Total Spend by Visitors (A$ 000s)

$500,000

$400,000

$300,000

$200,000

$100,000

$0 Under 15yrs Not covered by the IVS

15 to 29yrs $531,313 (25%)

Note: Data in graph refers to an average of 2008-2012

6

New Zealand Market Profile April 2013

30 to 44yrs $534,983 (25%)

45 to 59yrs $646,084 (30%)

60yrs & over $439,504 (20%)

New Zealand

Market Performance Spend by age group from New Zealand visitors for 2002-2012 >> Among New Zealand visitors, those aged 45 to 59 years have spent the most money in Australia since 2006. >> Spend by all age groups increased in 2012 compared to 2011.

New Zealand: Visitor Spend by Age for 2002-2012 Source: International Visitor Survey (Tourism Research Australia) $800,000 15-29 yrs $700,000

Total Spend (A$ 000s)

$600,000 30-44 yrs $500,000 $400,000 45-59 yrs $300,000 $200,000 60 yrs & over $100,000 $2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Spend by purpose of visit segments for 2002-2012 >> New Zealand Holiday visitors have consistently spent more money than other visitor segments over the past decade, with Holiday spend peaking in 2007. >> Spend by all segments (excluding Others) increased in 2012 compared to 2011.

New Zealand: Visitor Spend by Purpose of Visit for 2002-2012 Source: International Visitor Survey (Tourism Research Australia)

$1,200,000

Holiday

Total Spend (A$ 000s)

$1,000,000 Visiting Friends/Relatives $800,000 Business $600,000 Education $400,000 Employment

$200,000

Others

$2002

7

2003

2004

New Zealand Market Profile April 2013

2005

2006

2007

2008

2009

2010

2011

2012

New Zealand

Market Performance 1.5 Visitor profiles for spend and nights Average visitor

Spend per trip $2,059 Stay 14 nights Spend per night $147

Purpose of visit

Holiday

Spend per trip $2,187 Stay 12.3 nights Spend per night $178

Visiting Friends and Relatives

Business

Spend per trip $1,455 Stay 12.7 nights Spend per night $115

Spend per trip $1,918 Stay 7.2 nights Spend per night $266

Other (including education and employment)

Spend per trip $3,914 Stay 42 nights Spend per night $93

Age groups

15 to 29 years

30 to 44 years

45 to 59 years

60 years & over

Spend per trip $2,343 Stay 23 nights Spend per night $102

Spend per trip $1,942 Stay 10.2 nights Spend per night $190

Spend per trip $2,008 Stay 10.6 nights Spend per night $189

Spend per trip $1,986 Stay 14.5 nights Spend per night $137

International Visitor Survey (Tourism Research Australia) Note: Data refers to an average of 2008-2012

8

New Zealand Market Profile April 2013

New Zealand

Consumer Research In 2012, Tourism Australia undertook a major international tourism research project8 into how global consumers view Australia and what most motivates them to visit, identifying the ‘triggers’ and experiences important to the consumer when selecting a holiday destination. The research involved 13,389 consumers across 11 markets, who have travelled long haul in the past two years and/or plan to travel long haul in the next few years. The results below refer to the responses of New Zealand consumers.

2.1 What travellers from New Zealand want in a holiday destination Participants were asked what they look for when choosing any holiday destination. The graph below outlines the top five considerations of New Zealand respondents.

New Zealand

Their key considerations are: value for money, safety and security, friendly and open locals, good food and wine, and quality accommodation options.

New Zealand: Top 5 Importance Factors A destination that offers value for moneyy

62

A safe and secure destination

61

Friendly and open citizens, local hospitality

42

Good food, wine, local cuisine and produce

35

A range of quality accomodation options

34

Rich history and heritage

34

A family friendly destination

33

World class beauty and natural environments

32

Native or cultural heritage or activities

22

Clean cities, good road infrastructure with clear signposts

17

Great shopping / world class brand names

16

Different and interesting local wildlife

16

Great swimming beaches

16

Flights with no stop-overs

15

Spectacular coastal scenery

15

Good leisure activities such as nightclubs/bars and/or casinos

14

Ease of obtaining visa

12

Romantic destination

9

Luxury accommodation and facilities

8

Read as: 62 per cent of New Zealand respondents ranked ‘a destination that offers value for money’ in their top five considerations when choosing a destination.

8. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, 2012

9

New Zealand Market Profile April 2013

New Zealand

Consumer Research 2.2 Associations with Australia For New Zealand respondents, Australia is known for being safe and secure, family friendly, having friendly locals, world class beauty and natural environments, and good food and wine; as well as offering a range of quality accommodation options. Compared to other outbound destinations, Australia ranks highly (first, second or third) for safety and security, value for money, friendly locals, good food and wine, family friendly, natural beauty, quality accommodation, and coastal scenery.

2.3 Opportunities for Australia highlighted by the research The research shows little difference in perceptions of Australia amongst New Zealanders who have visited and those who haven’t. Australia is perceived to deliver, and does deliver, a positive holiday experience and ranks very highly across both groups. The difference was notable for the perception of Australia offering value for money. Despite unfavourable exchange rates, New Zealanders who had visited Australia perceived their experiences delivered value for money. Noting that ‘value’ was not defined during the research and is considered a subjective term.

2.4 Preferred Australian experiences New Zealand respondents prefer coastal and nature or city experiences in Australia, which include shopping, aquatic wildlife, food and wine and/or the rainforest. Their preference for shopping and food and wine experiences rated higher than the average across all markets.

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New Zealand Market Profile April 2013

New Zealand

Aviation Landscape 3.1 Summary >> The trans-Tasman route remains Australia’s busiest in terms of direct capacity and frequency.

Cairns

>> Capacity growth to Australia eased in 2012, following the strong growth in 2011 boosted by the Rugby World Cup. Capacity is steady throughout the year, with no clear seasonal peaks. >> Cheaper fares on the route continue with increased price competition and new services launched to competitor destinations.

Sunshine Coast Brisbane Gold Coast

Perth Adelaide

Sydney Auckland

Melbourne

Hamilton Rotorua

>> Air New Zealand is the key airline, carrying almost half of New Zealand visitors flying into Australia in 2012. The carrier is forecasting strong profits for the year-ending June 2013, following the reconfiguration of its aircraft and its alliance with Virgin Australia.

Wellington Christchurch Queenstown

Dunedin

>> Air New Zealand’s four-tiered ‘Seats to Suit’ product, which gives travellers the option to choose different levels of airfares and ancillary inclusions, is allowing it to compete against both low cost and full service carriers. >> The simplification of the trans-Tasman border has the potential to open new routes and improve travel flows.

8%

4%

Key airlines and share of passengers

8% 48%

14%

18%

Airline Air New Zealand Virgin Australia Qantas Jetstar Emirates Other Table includes direct and indirect capacity

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New Zealand Market Profile April 2013

2008 47% 11% 19% 6% 11% 6%

2009 46% 15% 17% 8% 9% 5%

2010 48% 16% 16% 9% 8% 3%

2011 50% 14% 15% 9% 8% 4%

2012 48% 18% 14% 8% 8% 4%

New Zealand

Aviation Landscape 3.2 Trends Capacity >> In 2012, capacity from New Zealand to Australia decreased 2 per cent following years of moderate growth. >> Capacity growth of up to 2 per cent is expected in the coming year as average loads improve, and a number of Asian carriers consider growing capacity between Australia and New Zealand, such as China Airlines, Cathay Pacific and China Southern (CAPA Centre for aviation). >> The launch and resumption of services to Hawaii and Bali in 2012 and 2013, is expected to place downward pressure on Australia’s market share (of outbound travel from New Zealand). Capacity from New Zealand to Australia vs competitor destinations Source: Innovata; Department of Infrastructure and Transport Forecasts

l

Australia - Down 1.6%

l

United States - Down 15.0%

l

Singapore - Down 2.9%

l

Hong Kong - Down 9.5%

l

Fiji - Up 3.4%

l

China - Up 43.7%

l

Thailand - Down 4.2%

l

Seats per year (000s)

4.5

Malaysia - Down 16.0%

4.0 3.5 3.0 2.5 2.0 1.5 1.0

l

0.5 0.0 Dec-07

Dec-08

Dec-09

Dec-10

Dec-11

Dec-12

Dec-13

Note: chart includes direct capacity only and above percentages reflect change in direct capacity from 2011 to 2012

Average loads >> Load factors or seat utilisation is the ratio of passengers carried to the number of seats available, expressed as a percentage. >> Strong demand from both New Zealand and Australian tourists travelling across the Tasman saw average load factors increase to 77 per cent in 2012, up from 74 per cent in 2011. >> Average loads are usually softer between May and September, however loads improved during these months in 2012. >> Average loads were higher during January, indicating additional services could be sustained during this month. Loads and seasonality in 2012 New Zealand to Australia 100%

Jan

Feb

Mar

Source: Department of Infrastructure and Transport

Apr

Monthly load factors

95% 90%

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Low seat availability

85% 80% 75%

Sustainable seat availability

70% 65% 60%

Note: Chart includes direct capacity only

12

May

New Zealand Market Profile April 2013

High seat availability

New Zealand

Distribution 4.1 Distribution system The New Zealand distribution system continues to evolve as online bookings for short haul travel grow. In response, traditional distributors are increasing their online capabilities. Bookings to Australia are primarily driven by low airfares and short/sharp sales, leading to a trend where consumers book airfares first and ground components later, rather than traditional package tours.

Wholesalers/ Large Agents

Retail Agents

Commission Level: 20% to 25%

Commission Level: 10% to 12%

>> New Zealand has three major wholesalers which work in alliance with the retail travel chains. They are House of Travel Product, Go Holidays (Stella Group) and Infinity Holidays (Flight Centre Group). There are also smaller and more specialised wholesalers in the New Zealand market such as AIM Holidays, Lifestyle Holidays and AOT Holidays, which wholesale for Air New Zealand Holidays.

>> There are approximately 400 listed retail travel agencies employing over 3,000 travel consultants in New Zealand.

>> Whilst there are preferred arrangements in place, wholesalers are open to deal with any retail agencies (with the exception of Infinity Holidays). Special Interest >> Operators who specialise in niche segments, such as events and sports travel, include The Experience Group, Williment Sports Travel and Showbiz Events & Travel.

>> The main listed retail brands are as follows: »» Flight Centre with over 130 retail stores and 45 brokers »» House of Travel with 70 retail stores and seven Orbit corporate travel stores »» United Travel with 69 branded and non-branded retail stores »» Harvey World Travel with 52 retail stores »» First Travel Group with 44 non-branded affiliated agencies »» Mondo with 11 Mondo, 17 Mondo Travel Connect and one Mondo Business Travel agencies and approximately 180 Mondo/Travel Manager brokers and four Travel Smart agencies »» Air New Zealand Holidays with 26 agencies »» Travel Smart with 13 branded and non-branded agencies »» The Travel Brokers organisation has over 110 travel brokers. Online

Commission Level: 10% to 12% >> Key travel websites include Air New Zealand, Qantas, Virgin Australia, Webjet, Wotif, Expedia, Harvey World Travel and House of Travel.

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New Zealand Market Profile April 2013

Business Events >> New Zealand is the largest inbound conference and incentive market for Australia. The lead time for travel planning has traditionally been 12 to 18 months, though more recent trends show this is shortening to around three to six months. >> There are a number of large companies including HOT Events, Go Conference & Incentive Management, CiEvents, Gilpin Travel and Williment Event Management specialising in this sector, as well as many boutique incentive houses, corporate travel agents and professional conference organisers throughout New Zealand. >> The Pacific Area Incentive and Conference Expo (PAICE) is the key trade show to showcase Australian conference and incentive product. Held annually in November in Auckland, over 180 conference and incentive planners attend this one-day show to meet and learn more about what is available in Australia for their clients. Information about this event can be found at www.paiceexpo.co.nz

New Zealand

Distribution Brochures and Rates

Brochure Validity >> Varies across wholesale groups Brochure Space Policy

>> Varies across wholesale groups

Setting Rates

>> Varies across wholesale groups

Standard Rate Validity Periods

>> Varies across wholesale groups

Seasonality of Visitors from New Zealand Source: Australian Bureau of Statistics, Overseas Arrivals & Departures, 2008 to 2012

Variation from Monthly Average Arrivals

70% more than the average

35%

0%

-35% less than the average

-70% Jan

Feb

Mar All Purposes Avg: 479,928

Apr

May

Jun

Jul

Aug

Sep

Business

Other

Avg: 334,234

Avg: 85,818

Avg: 59,877

>> The peak travel period to Australia is July to December, however arrivals are relatively steady year round.

New Zealand Market Profile April 2013

Nov

Leisure

Seasonality >> The peak booking period for travel to Australia is April to August, the New Zealand winter.

14

Oct

Dec

New Zealand

Distribution 4.2 Trends Distribution >> With the majority of New Zealanders booking travel to Australia online, traditional retail groups and airlines are increasing their online booking capability to meet demand. >> I nternational airline services operate regularly from Auckland, Wellington and Christchurch. Limited services are available from the South Island centres of Queenstown and Dunedin, and the North Island centres of Hamilton and Rotorua. >> Aggressively priced trans-Tasman airfares position Australia as a very accessible travel destination for New Zealand consumers.

4.3 Planning a visit to market Planning and purchasing travel >> According to findings from Tourism Australia’s Consumer Demand Research project9, New Zealand respondents would use a mix of online and offline sources to research a trip to Australia. These include general internet searches, travel websites, brochures and talking to family and friends who have been. >> Further to this, over 50 per cent of consumers are purchasing airfares online. Ground portions are being purchased either online (directly to product) or through retail agencies for complex or regional itineraries. >> 66 per cent of New Zealand consumers that travelled to Australia booked online and unassisted by a travel agent. Consumers used search engines, other travellers’ recommendations, television advertising and travel agents, as their main sources of information.10 >> New Zealand consumers typically book their flights to Australia within three months of travelling.11 The reduced lead time is a result of regular fare sales to Australia by the airlines and travel retailers. >> Nearly all consumers use internet travel websites to research their holidays. However, traditional distribution channels remain a key source of information on holiday destinations and products. >> Some of the top travel websites visited by New Zealand consumers in 2012 include Air New Zealand, Jetstar, and followed by Trip Advisor, Expedia and Webjet. This list represents some of the most popular travel sites, ranked by the number of visits.12

9. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, 2012 10. New Zealand Activation Study 2009/2010 #1211, conducted by TNS 11. Tourism Research Australia, International Visitor Survey, Sept 2011 12. Hitwise New Zealand, November 2012

15

New Zealand Market Profile April 2013

Top tips for sales calls >> It is preferable to make regular sales visits each year to the New Zealand market. Sales calls can be made throughout the year, however avoid December and January as this is the summer holiday season. >> A consistent market presence through advertising and wholesale or retail activity for two or more years will help to build New Zealand industry relationships and achieve a greater return. >> The key market centres to visit are Auckland, Wellington and Christchurch. Key regional centres to visit are Hamilton, Tauranga, Nelson, Dunedin and Queenstown. >> For more general information on sales calls and planning a visit to market, please see Tourism Australia’s Planning for Inbound Success at www.tourism.australia.com/inboundsuccess

New Zealand

Distribution 4.4 Key trade and consumer events Key Trade and Consumer Events

Event

Location

Date

Flight Centre Travel Expo

Auckland, Wellington, Christchurch

July 2013, February 2014

PAICE

Auckland

November 2014

State Tourism Organisation Road Shows

Various

Various

State Tourism Organisation Workshops Various

Various

Where to Find More Information Tourism Australia’s activities in New Zealand are managed from Tourism Australia’s Auckland office. For more information visit Tourism Australia’s Corporate website at www.tourism.australia.com Australian State and Territory Tourism Offices operating in New Zealand include the South Australian Tourism Commission, Destination New South Wales, Tourism and Events Queensland, Tourism Victoria, Tourism Tasmania and Tourism Western Australia. Also see: NZ Country Brief published by the Department of Foreign Affairs andTrade at www.dfat.gov.au/geo

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New Zealand Market Profile April 2013