MELBOURNE S WEST TOURISM RESEARCH

Transcription

1 MELBOURNE S WEST TOURISM RESEARCH COLLATION OF TOURISM RESEARCH AUSTRALIA DATA MAY 2017 WESTERN MELBOURNE TOURISM Urban Enterprise Urban Planning / Land Economics / Tourism Planning / Industry Software 1

2 AUTHORS Todd Ainsaar Urban Enterprise Urban Planning, Land Economics, Tourism Planning & Industry Software 389 St Georges Rd, Fitzroy North, VIC 3068 (03) Copyright, Urban Enterprise Pty Ltd, 2017 This work is copyright. Apart from any uses permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd. FILENAME: Western Melbourne Tourism Research - Collation of TRA Data docx VERSION: 1 DISCLAIMER Neither Urban Enterprise Pty. Ltd. nor any member or employee of Urban Enterprise Pty. Ltd. takes responsibility in any way whatsoever to any person or organisation (other than that for which this report has been prepared) in respect of the information set out in this report, including any errors or omissions therein. In the course of our preparation of this report, projections have been prepared on the basis of assumptions and methodology which have been described in the report. It is possible that some of the assumptions underlying the projections may change. Nevertheless, the professional judgement of the members and employees of Urban Enterprise Pty. Ltd. have been applied in making these assumptions, such that they constitute an understandable basis for estimates and projections. Beyond this, to the extent that the assumptions do not materialise, the estimates and projections of achievable results may vary.

3 CONTENTS 1. INTRODUCTION OVERVIEW TOURISM RESEARCH AUSTRALIA DATA 2 2. VISITATION SUMMARY 3 3. DOMESTIC OVERNIGHT VISITORS VISITOR TRIPS REASON FOR STOPOVER TRAVEL PARTY TYPE ACCOMMODATION VISITOR AGE PROFILE VISITOR GENDER STOPOVER ACTIVITIES HOME STATE LENGTH OF STAY IN REGION 8 4. DOMESTIC DAYTRIP VISITORS VISITOR TRIPS REASON FOR STOPOVER VISITOR AGE PROFILE VISITOR GENDER ACTIVITIES INTERNATIONAL VISITORS VISITOR TRIPS REASON FOR STOPOVER TRAVEL PARTY TYPE ACCOMMODATION VISITOR AGE PROFILE VISITOR GENDER COUNTRY OF RESIDENCE NUMBER OF NIGHTS STAY 15

4 FIGURES FIGURE 1 DATA REGIONS 1 FIGURE 2 VISITATION DAYTRIPS, OVERNIGHT TRIPS AND INTERNATIONAL TRIPS 3 FIGURE 3 PROPORTIONATE VISITATION TO WESTERN MELBOURNE SUB REGIONS FIGURE 4 DOMESTIC OVERNIGHT VISITORS WESTERN MELBOURNE FIGURE 5 DOMESTIC OVERNIGHT VISITORS REASON FOR STOPOVER FIGURE 6 DOMESTIC OVERNIGHT VISITORS TRAVEL PARTY TYPE FIGURE 7 DOMESTIC OVERNIGHT VISITORS ACCOMMODATION FIGURE 8 DOMESTIC OVERNIGHT VISITORS AGE PROFILE FIGURE 9 DOMESTIC OVERNIGHT VISITORS GENDER OF VISITORS FIGURE 10 DOMESTIC OVERNIGHT VISITORS TOP 15 STOPOVER ACTIVITIES FIGURE 11 DOMESTIC OVERNIGHT VISITORS HOME STATE FIGURE 12 DOMESTIC OVERNIGHT VISITORS LENGTH OF STAY IN REGION FIGURE 13 DOMESTIC OVERNIGHT VISITORS AVERAGE LENGTH OF STAY FIGURE 14 DOMESTIC DAYTRIP VISITORS WESTERN MELBOURNE FIGURE 15 DOMESTIC DAYTRIP VISITORS REASON FOR STOPOVER FIGURE 16 DOMESTIC DAYTRIP VISITORS AGE PROFILE FIGURE 17 DOMESTIC DAYTRIP VISITORS GENDER FIGURE 18 DOMESTIC DAYTRIP VISITORS TOP 15 ACTIVITIES FIGURE 19 INTERNATIONAL VISITOR TRIPS WESTERN MELBOURNE FIGURE 20 INTERNATIONAL VISITORS REASON FOR STOPOVER FIGURE 21 INTERNATIONAL VISITORS TRAVEL PARTY TYPE FIGURE 22 INTERNATIONAL VISITORS ACCOMMODATION FIGURE 23 INTERNATIONAL VISITORS AGE PROFILE FIGURE 24 INTERNATIONAL VISITORS GENDER FIGURE 25 INTERNATIONAL VISITORS NUMBER OF NIGHTS STAY FIGURE 26 INTERNATIONAL VISITORS AVERAGE LENGTH OF STAY TABLES TABLE 1 VISITATION TOTAL VISITATION TABLE 2 INTERNATIONAL VISITORS COUNTRY OF RESIDENCE ACRONYMS TRA Tourism Research Australia NVS National Visitor Survey IVS International Visitor Survey

5 1. INTRODUCTION 1.1. OVERVIEW The following report has been prepared by Urban Enterprise for Western Melbourne Tourism. The report provides collation of Tourism Research Australia s (TRA), National Visitor Survey (NVS) and International Visitor Survey (IVS) data for the Western Melbourne tourism region (Western Melbourne), benchmarked with metropolitan Melbourne (Melbourne). These regions are shown in Figure 1 below. Interpretation and analysis of data is not provided, as it is outside the scope of this project. FIGURE 1 DATA REGIONS Source: Tourism Research Australia, 2017 edited by Urban Enterprise URBAN ENTERPRISE MAY-17 1

6 1.2. TOURISM RESEARCH AUSTRALIA DATA NATIONAL VISITOR SURVEY DATA Overview The National Visitor Survey (NVS) commenced in January The aim of the survey is to gather data relating to the demographics, travel behaviour and attitudes of Australian residents towards tourism and to monitor changes and trends in these characteristics. In 2014 TRA introduced mobile phone interviewing where half of the sample are interviewed on mobile phones. This has changed some of the travel characteristics in the time series and data from 2014 onwards should be used with caution when comparing with earlier results. Collection The NVS is collected via a Computer Assisted Telephone Interview (CATI) and has an annual quota of 120,000 interviews (60,000 landline and 60,000 mobile). Limitations The NVS has the following limitations: Respondents are 15 years of age or over Overnight a trip where they stayed a night at least 40km from home. Daytrips - a round trip of at least 50km from home where they did not stay overnight at the destination. INTERNATIONAL VISITOR SURVEY Overview The International Visitor Survey (IVS) represents the most comprehensive source of information on international visitors to Australia. It has been operating since the early 1970s and is jointly funded by the Commonwealth, State and Territory Governments under the guidance of the Australian Standing Committee on Tourism (ASCOT). Collection Every year, the International Visitor Survey samples 40,000 departing, short-term international travellers aged 15 years and over who have been visiting Australia. The survey is conducted by Computer Assisted Personal Interviewing (CAPI) in the departure lounges of the eight major international airports; Sydney, Melbourne, Brisbane, Cairns, Perth, Adelaide, Darwin and the Gold Coast. Prior to 2005 the sample size was 20,000 per year. There are currently 8,000 interviews conducted in Mandarin, Japanese and Korean each year. Limitations The IVS has the following limitations: Respondents are 15 years of age or over; Overseas visitors coming to Australia for a period of less than twelve months International visitors departing by sea are not interviewed; however they comprise less than of the total visitors to Australia. TRA is unable to interview visitors in airline business lounges. Further research conducted by TRA suggests that this has little to no effect on the estimates. Sample sizes Due to the IVS being a sample survey TRA recommends the use of data with a sample of 40 persons or greater. 2 WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

7 2. VISITATION SUMMARY The following section provides a summary of visitation to Western Melbourne. TABLE 1 VISITATION TOTAL VISITATION DOMESTIC OVERNIGHT TRIPS DOMESTIC DAYTRIPS INTERNATIONAL TRIPS TOTAL ,834 1,831,571 61,641 2,326, ,106 1,539,440 52,979 2,135, ,387 2,104,371 62,413 2,593, ,145 2,063,032 72,863 2,664, ,066 1,915,234 89,856 2,557, ,459 2,983,697 97,439 3,777, ,414 2,584, ,269 3,402, ,352 2,667,280 97,857 3,481, ,056 2,666, ,281 3,678, ,683 2,646, ,597 3,586,128 Source: Tourism Research Australia NVS and IVS compiled by Urban Enterprise, 2017 FIGURE 2 VISITATION DAYTRIPS, OVERNIGHT TRIPS AND INTERNATIONAL TRIPS Domestic Overnight Trips Domestic Daytrips International Trips ,646, , ,597 Source: Tourism Research Australia NVS and IVS compiled by Urban Enterprise, 2017 FIGURE 3 PROPORTIONATE VISITATION TO WESTERN MELBOURNE SUB REGIONS Domestic Overnight Visitors Domestic Daytrip Visitors International Trips % % % Brimbank Wyndham Melton Moonee Valley Hobsons Bay Maribyrnong Source: Tourism Research Australia NVS and IVS 2016 compiled by Urban Enterprise, 2017 URBAN ENTERPRISE 3 MAY- 17

8 3. DOMESTIC OVERNIGHT VISITORS This section of the report presents data relating to domestic overnight visitors to Western Melbourne, benchmarked with Melbourne. The data presented is primarily for the 2016 calendar year VISITOR TRIPS FIGURE 4 DOMESTIC OVERNIGHT VISITORS WESTERN MELBOURNE Domestic Overnight Trips ,683 Source: Tourism Research Australia NVS compiled by Urban Enterprise, REASON FOR STOPOVER FIGURE 5 DOMESTIC OVERNIGHT VISITORS REASON FOR STOPOVER % 6% Holiday Visiting friends and relatives Business Other reason 4 WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

9 3.3. TRAVEL PARTY TYPE FIGURE 6 DOMESTIC OVERNIGHT VISITORS TRAVEL PARTY TYPE % Travelling Alone Adult Couple Family group - parents and children 1 1 Friends or relatives travelling together 6% Business associates travelling together Other (incl. school / sporting group etc) 3.4. ACCOMMODATION FIGURE 7 DOMESTIC OVERNIGHT VISITORS ACCOMMODATION 2016 Friends or relatives property Standard hotel/motor inn (below 4 star) Caravan or camping - non commercial Luxury hotel or luxury resort (4 or 5 star) Rented house/apartment/flat or unit Other Private Accommodation Caravan park or commercial camping ground Serviced apartment Other Accommodation Guest house or Bed & Breakfast Own property Other commercial accommodation Backpacker or hostel 9% % Melbourne 2016 Western Melbourne 2016 URBAN ENTERPRISE 5 MAY- 17

10 3.5. VISITOR AGE PROFILE FIGURE 8 DOMESTIC OVERNIGHT VISITORS AGE PROFILE % 6% 9% % 9% 9% 9% 9% 6% VISITOR GENDER FIGURE 9 DOMESTIC OVERNIGHT VISITORS GENDER OF VISITORS 2016 Male Female % % 49% 6 WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

11 3.7. STOPOVER ACTIVITIES FIGURE 10 DOMESTIC OVERNIGHT VISITORS TOP 15 STOPOVER ACTIVITIES Visit friends & relatives 5 69% Eat out / dine at a restaurant and/or cafe 4 7 Go shopping for pleasure 2 3 Sightseeing/looking around 2 1 Pubs, clubs, discos etc 2 1 None of these 1 1 Attend an organised sporting event 1 Go to the beach 6% Visit botanical or other public gardens 6% Go to markets 1 Visit museums or art galleries 1 Attend theatre, concerts or other performing arts Play other sports Go on a daytrip to another place Attend festivals / fairs or cultural events Melbourne 2016 Western Melbourne HOME STATE FIGURE 11 DOMESTIC OVERNIGHT VISITORS HOME STATE Victoria New South Wales Queensland South Australia Western Australia Tasmania ACT Northern Territory URBAN ENTERPRISE 7 MAY- 17

12 3.9. LENGTH OF STAY IN REGION FIGURE 12 DOMESTIC OVERNIGHT VISITORS LENGTH OF STAY IN REGION % night 2 nights 3 nights 4-7 nights 8-14 nights nights 31 or more nights FIGURE 13 DOMESTIC OVERNIGHT VISITORS AVERAGE LENGTH OF STAY WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

13 4. DOMESTIC DAYTRIP VISITORS This section of the report presents data relating to domestic daytrip visitors to Western Melbourne, benchmarked with Melbourne. The data presented is primarily for the 2016 calendar year VISITOR TRIPS FIGURE 14 DOMESTIC DAYTRIP VISITORS WESTERN MELBOURNE Domestic Daytrips ,646, Source: Tourism Research Australia NVS compiled by Urban Enterprise, REASON FOR STOPOVER FIGURE 15 DOMESTIC DAYTRIP VISITORS REASON FOR STOPOVER % 39% Holiday Visiting friends and relatives Business Other reason URBAN ENTERPRISE 9 MAY- 17

14 4.3. VISITOR AGE PROFILE FIGURE 16 DOMESTIC DAYTRIP VISITORS AGE PROFILE % 1 1 9% 9% 6% 9% 9% 6% VISITOR GENDER FIGURE 17 DOMESTIC DAYTRIP VISITORS GENDER 2016 Male Female % 49% % 10 WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

15 4.5. ACTIVITIES FIGURE 18 DOMESTIC DAYTRIP VISITORS TOP 15 ACTIVITIES Visit friends & relatives Eat out / dine at a restaurant and/or cafe % Go shopping for pleasure None of these % 1 Sightseeing/looking around Visit wildlife parks / zoos / aquariums 6% Picnics or BBQs Visit history / heritage buildings, sites or monuments Visit botanical or other public gardens Exercise, gym or swimming Go to the beach Attend an organised sporting event Visit national parks / state parks Bushwalking / rainforest walks Attend festivals / fairs or cultural events Melbourne 2016 Western Melbourne 2016 URBAN ENTERPRISE 11 MAY- 17

16 5. INTERNATIONAL VISITORS This section of the report presents data relating to international visitors to Western Melbourne, benchmarked with Melbourne. The data presented is primarily for the 2016 calendar year VISITOR TRIPS FIGURE 19 INTERNATIONAL VISITOR TRIPS WESTERN MELBOURNE International Trips ,597 Source: Tourism Research Australia IVS compiled by Urban Enterprise, REASON FOR STOPOVER FIGURE 20 INTERNATIONAL VISITORS REASON FOR STOPOVER % Holiday 29% Visiting friends and relatives 1 6% Business Employment Education Other reason Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

17 5.3. TRAVEL PARTY TYPE FIGURE 21 INTERNATIONAL VISITORS TRAVEL PARTY TYPE Unaccompanied traveller 1 2 Adult couple Family group - parent(s) and children % Friends and/ or relatives travelling together Business associates travelling together with or without spouses School tour group (teachers and/or students) Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, ACCOMMODATION FIGURE 22 INTERNATIONAL VISITORS ACCOMMODATION 2016 Friends or relatives property 2 7 Rented house/apartment/flat or unit 9% 9% Other Private Accommodation 6% Standard hotel/motor inn (below 4 star) 2 Own property Serviced apartment Other commercial accommodation Guest house or Bed & Breakfast Caravan park or commercial camping ground Other Accommodation Caravan or camping - non commercial Backpacker or hostel Luxury hotel or luxury resort (4 or 5 star) 16% Melbourne 2016 Western Melbourne 2016 Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, 2017 URBAN ENTERPRISE 13 MAY- 17

18 5.5. VISITOR AGE PROFILE FIGURE 23 INTERNATIONAL VISITORS AGE PROFILE % 1 9% 9% 9% 9% 9% 9% 9% 9% Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, VISITOR GENDER FIGURE 24 INTERNATIONAL VISITORS GENDER 2016 Male Female Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

19 5.7. COUNTRY OF RESIDENCE TABLE 2 INTERNATIONAL VISITORS COUNTRY OF RESIDENCE WESTERN MELBOURNE 2016 MELBOURNE 2016 New Zealand 19% 1 Other Asia 1 India 1 China 2 Other Countries United States of America United Kingdom 6% Malaysia Other Europe Singapore Germany Hong Kong Taiwan Canada Italy Thailand Japan France Indonesia Korea Netherlands Switzerland Scandinavia Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, NUMBER OF NIGHTS STAY FIGURE 25 INTERNATIONAL VISITORS NUMBER OF NIGHTS STAY % nights 8-14 nights nights 31 or more nights Source: Tourism Research Australia IVS 2016 compiled by Urban Enterprise, 2017 URBAN ENTERPRISE 15 MAY- 17

20 FIGURE 26 INTERNATIONAL VISITORS AVERAGE LENGTH OF STAY 2016 Average Length of Stay Source: Tourism Research Australia IVS compiled by Urban Enterprise, WESTERN MELBOURNE TOURISM RESEARCH- COLLATION OF TRA DATA WESTERN MELBOURNE TOURISM

21 Urban Enterprise 389 St Georges Road, Fitzroy North, Vic, 3068 (03)