HOLIDAY VISITORS BY AGE

Transcription

1 REGIONAL REPORT Report Period: Year Ending e 20 e 2015 LASSETERS HOTEL, ALICE SPRINGS OVERVIEW OVERNIGHT Visitors Holiday VFR Business Visitor nights ALOS (nights) Domestic ,1 4.9 Intra-Territory Interstate International Total overnight , VFR Visiting friends / relatives ALOS Average length of stay NB: Calculated using three-year average of NVS data for -15. Types of Traveller by Purpose The majority of travellers to Alice Springs and surrounds were visiting the region for a holiday (68%). There were also large proportions of business visitors (22%) and smaller numbers of VFR visitors (7%). In addition, some visitors came to the region for other purposes like employment, education or as a point of transit (3%). HOLIDAY VISITORS BY AGE 15 TO 29 ARS INTERSTATE % INTRA-TERRITORY 33% INTERNATIONAL 4 30 TO 39 ARS INTERSTATE INTRA-TERRITORY 27% INTERNATIONAL 17% 40 TO 54 ARS INTERSTATE 21% INTRA-TERRITORY 26% INTERNATIONAL 16% 55 TO 64 ARS INTERSTATE 28% INTRA-TERRITORY 8% INTERNATIONAL % 65 ARS & OVER INTERSTATE 27% INTRA-TERRITORY 6% INTERNATIONAL % Publication date: October 2015 Page 1 of Ph: (08) , Fax: (08) , strategy.tourismnt@nt.gov.au

2 Overnight visits ('000) Whilst there was a reasonable spread of most age groups from interstate visitors to Alice, there was a leaning towards older travellers with 56% being 55 or older. Both international and intra-territory visitors were more likely to be younger with 57% of international visitors and 6 of intra-territory aged under 40. ALICE SPRINGS AND SURROUNDS Alice Springs MacDonnell Overnight Visitation DOMESTIC VISITATION Total Interstate International Intra-Territory Rolling Annual Trends Overall visitation was relatively stable for the region until between 2005 and Since 2010, visitation for both international and interstate visitors has been declining. Total visitation has been generally trending upwards, however, in more recent times. Interstate visitation had been declining for the region since 2010/11. Recently, however, there has been an upturn in visitation. International visitation to the region began to decline in Recent indicators are more positive with international visitation remaining relatively steady for the past two years. Whilst there have been some slight fluctuations, intra-territory visitation for the region has remained relatively stable since 2005 with a general upward trend since more recently. OVERNIGHT Visitors Holiday VFR Business Visitor nights ALOS (nights) Domestic ,1 4.9 NT NSW VIC QLD SA WA TAS ACT VFR Visiting friends / relatives ALOS Average length of stay NB: Calculated using three-year average of NVS data for -15. Seasonality of Domestic Markets Domestically there is clear peak season during the September quarter as visitors travel during the Australian winter. There tends to be a larger proportion of interstate (37%) visitors during this quarter than to intra-territory visitors (31%). 2 The e shoulder season is stronger for interstate visitors with 34% of visiting during the quarter compared to Interstate Intra-Territory Publication date: October 2015 Page 2 of Disclaimer: Tourism Mar Qtr NT has taken e due Qtr care and Sept skill in preparing Qtr this information, Qtr however does not warrant that it is correct, complete or suitable for the purposes for

3 17% of intra-territory visitors. The March and ember quarters are shoulders for intra-territory visitation with 24% and 27% of visits during these periods. INTERNATIONAL VISITATION OVERNIGHT Visitors Holiday VFR Business Visitor nights ALOS (nights) International Germany United Kingdom USA France Switzerland Italy Other Europe North East Asia South East Asia Rest of World VFR Visiting friends / relatives ALOS Average length of stay NB: Calculated using three-year average of IVS data for -15. Seasonality of International Markets International visitation peaks during the ember quarter (33%). The shoulder seasons are September and March quarter (both 24%), while winter in e is the low season for international visitors to Alice Springs and surrounds (18%) Mar Qtr e Qtr Sept Qtr Qtr Publication date: October 2015 Page 3 of

4 PORTS OF ENTRY/EXIT INTERNATIONAL VISITORS TO ALICE SPRINGS The vast majority of international visitors to the Alice Springs MacDonnell region enter and exit via Sydney. Melbourne is the second most frequented port of entry and exit. Of the smaller centres, Brisbane and Perth are also considered as and entry and exit option for some international travellers. Darwin and Cairns are used by a small proportion of international visitors. DARWIN: ENTRY = 5% EXIT = 5% CAIRNS: ENTRY = 2% EXIT = 5% Alice Springs BRISBANE: ENTRY = 9% EXIT = 11% PERTH: ENTRY = 9% EXIT = 8% ADELAIDE: ENTRY = 3% EXIT = 3% SYDNEY: ENTRY = 49% EXIT = 51% MELBOURNE: ENTRY = 22% EXIT = 17% Publication date: October 2015 Page 4 of

5 REGIONS VISITED IN THE NT ALICE SPRINGS REGION HOLIDAY VISITORS DARWIN & SURRROUNDS INTERSTATE 26% INTRA-TERRITORY 1% INTERNATIONAL 32% KAKADU & ARNHEM LAND INTERSTATE 11% INTRA-TERRITORY 1% INTERNATIONAL % KATHERINE & SURROUNDS INTERSTATE 2 INTRA-TERRITORY 2% INTERNATIONAL % Almost two-thirds of international visitors to Alice Springs region also visited the Uluru region (64%). Another one in three visited Darwin (32%). Given that these are the 3 destinations with direct flights, maintaining flight links is key to a sustainable industry. ULURU & SURROUNDS INTERSTATE 64% INTRA-TERRITORY INTERNATIONAL 64% BARKLY REGION INTERSTATE 25% INTRA-TERRITORY 8% INTERNATIONAL ALICE SPRINGS & SURROUNDS INTERNATIONAL INTERSTATE Most interstate visitors to Alice Springs region tend to contain their visit within Central Australia. Around two-thirds (64%) of interstate visitors to Alice Springs region visited the Uluru region as well. Around one-quarter travelled to The Barkly region. Just over one-quarter also visit Darwin and 1 in 5, Katherine. Both patterns are indications of a strong fly/drive market. [N.B. Figures used in map relate to overnight visitors to the Barkly region and icludes other regions also visited in the NT]. Publication date: October 2015 Page 5 of

6 July Aug Sep Oct Nov Jan Feb Mar Apr May INDUSTRY SECTOR NEWS Aviation Three main carriers serviced Alice Springs Airport - Qantas, Qantas Link, Virgin Australia and Tiger Airways. Alice Springs Airport only receives domestic air traffic up to the end of e 20. Tigerair ceased flights from Melbourne and Sydney as of July 22, 20 after re-commencing the routes just over a year prior. Virgin Australia commenced flights between Adelaide, Alice and Darwin in March Accommodation The Alice Springs region reported a room occupancy rate of 65% for the year ending e This was an increase of 3pp on the previous year. The occupancy rate for Alice Springs in the month of e 2015 was 71% which was up from the month of e in the previous year which had an occupancy rate of 65%. The trend in the last couple of years for the Alice Spring region has been a steady increase in occupancy rates. Tourism Central Australia Visitor Information Centre The Tourism Central Australia Visitor Information Centre measures visitors who enter the visitor information centre each month. On average since the 2011-, there has been an 11% increase in visitors to the visitors centre each year. This financial year however, there was a % decrease in visitation compared to the previous financial year with 115,000 visitors tracked at the visitor centre. Peak visitation for the visitor centre occurred in the month of July ,000 20,000 15,000 10, ,000 - Publication date: October 2015 Page 6 of

7 Index Index NT TOURISM INDUSTRY SENTIMENT POLL Directly after Tigerair s withdrawal in July last year, operators indicated poorer industry sentiment though with the onset of the peak season the tide has changed. In the e quarter 2015, 59% of operators reported an increase in visitation, whilst 21% reported a decrease. Alice Springs Performance % 5% 3% 5% 6% 9% 36% 36% 46% 49% 3 48% 4% 3 49% 22% 34% 4% 6% 26% 24% 29% 27% 23% 16% 38% 27% 3 31% % -47% -26% -24% Sep qtr Large Increase Increase Remained the Same rease Large rease qtr -21% -% Mar qtr -36% qtr -15% -26% -% -5% Sep qtr qtr -2-8% Mar qtr -15% -6% qtr -36% -31% -34% -3% -6% -6% Sep qtr qtr Mar qtr 15-18% -3% e qtr 15 The tourism outlook for the region from the e quarter 2015 survey shows that outlook for the region remains positive (index score 0ix). The outlook for the operators individual business is remains strong at 6ix. The performance index has also increased to 3 after 3 quarters of scores at parity or below. Alice Springs Performance and Outlook Total Peformance Region Outlook Business Outlook Sep qtr qtr Mar qtr qtr Sep qtr qtr Mar qtr qtr Sep qtr qtr Mar qtr 15 e qtr 15 Publication date: October 2015 Page 7 of

8 INTERNATIONAL YOUTH Youth visitors are defined as international visitors aged 15-29, visiting for the purpose of holiday that are not part of a family or school travel group. Youth visitors to the region made up 46% of all international holiday visitors to the region. Around 2 in 5 arrived in Australia on a working holiday visa (39%) The majority of youth visitors were European (68%). On average youth visitors to the region spent 7.2 nights in Alice Springs and Surrounds. Alice Springs Average Length of Stay Those who are on a working holiday in the region spent 75 nights in the region indicating work-stays in the region. Youth visitors to the region were highly likely to visit multiple places during their visited with the majority (95%) having four or more destinations within Australia. The most frequented states included NSW (85%), Qld (76%), VIC (68%) and SA (49%). The most popular destinations for youth visitors to visit in the NT included Uluru (89%), Kings Canyon (56%), Kakadu (3), Litchfield (24%). The most memorable experience for youth travellers to the Alice Springs MacDonnell region was Australia s natural environment and wildlife (33%). This was significantly above youth visitors who did not visit the region. Rural and outback experiences were also highly memorable with 22% providing this response again significantly higher than the average youth visitor to Australia. Of the 482,000 European youth visitors to Australia each year, the Northern Territory attracted a market share of %, and 7% go to Alice Springs. This market share could be grown more as almost % of European youth who didn t visit considered travelling to Alice Springs but decided against it. Around 1 in 5 working holiday makers in Australia considered Alice Springs but didn t come. Ensuring this intent to travel would likely lead to a boost in visitor numbers to the region. Australia's natural environment and wildlife Australia's rural or outback experiences Australia's diverse coastal and beach experiences Discovering Australia's people and places Learning about Aboriginal culture Australia's contemporary city lifestyle Australia's food and wine 1% 3% 2% 4% 4% % % 11% 15% 21% 22% 22% 33% Alice MacDonnell - Most Memorable Australia - Most Memorable Publication date: October 2015 Page 8 of

9 Visitors ('000) TRANSPORT USED HOLIDAY VISITORS FLY ONLY FLY/DRIVE DRIVE ONLY COACH/BUS TRAIN OTHER INTERSTATE 35% % 29% % 8% 2 INTRA-TERRITORY 8% 88% 4% 4% INTERNATIONAL 62% 16% 4% 28% [NB: Figures may not add up to 10 as some respondents were not asked this question and some may have used multiple forms of transport.] The mode of transport varies for the interstate, intra-territory and international markets. Almost two thirds (62%) of the international market flew in and out of the region. The interstate market chose to drive with 43% choosing to either drive only (29%) or fly/drive (%). Just over one-third (35%) chose to fly only. Fly/drive visitors fly into a destination and then hire a car. International and interstate visitors reported similar proportions of visitors choosing this option (16% and % respectively). Self-drive is the main method for transport among intra-territory travellers (88%) and with just over one-third of interstate visitors also electing to self-drive (29%). These results demonstrate the importance of the drive market to the region. International travellers are more likely than domestic travellers to take buses or tour coaches (28%), making this market a very important market for the travel tour operators. Buses and coaches though were also an option chosen by % interstate visitors and interstate travellers are also likely to participate in local tours. INTERSTATE HOLIDAY DRIVE MARKET Interstate holiday trends Aircraft Drive only Fly Drive Total Drive Other transport Total Of all the regions in the NT, the Alice Springs MacDonnell region had the second most interstate drive holiday-maker visits. On average, over the past three years, there were 41,000 visitors of this type. This equates to 4 all interstate drive holiday makers to the NT and almost half (49%) of all interstate holiday visitors to the region In recent times, the interstate drive market has had the most influence on the over-arching trend in holiday visitation to the Alice Springs MacDonnell region The majority of interstate drive holiday makers to the region opt for driving only (i.e. not flying). Generally these holiday makers will drive their own vehicles from their home state into the region rather than hiring a vehicle. Between 20/ and 20/15 there were on average 28,000 who visited the region in this way. There were approximately,000 interstate holiday makers who flew to the region and then drove. These visitors are more likely to hire a vehicle when they arrive. Publication date: October 2015 Page 9 of

10 INTERSTATE HOLIDAY DRIVE MARKET (CONT.) Whilst the proportion of interstate visitors to the NT who have chosen to drive the past 3 years this has averaged out at around 49%, it has been increasing in recent times. The overarching trend has been influenced mainly by interstate holiday makers to the region choosing the drive only option. Over the past 3 years on average 33% of all visitors to the region chose this option Interstate holiday trends (%) Drive only Fly Drive Total Drive Those choosing to fly/drive to the Alice Springs MacDonnell region have averaged out at 16% over the past 3 years. In recent times, though, there has been a noticeable drop in travellers to the region choosing this option. This decrease may be related to the withdrawal of Tigerair services to Alice Springs airport in July 20 as the increase in the cost of airfares may be impacting on financial capacity to hire vehicles thus opting to drive their own Interstate Drive Source Markets (state) 4 35% 3 25% 2 15% 5% % of drivers to region % of visitors from state 74% % 41% 39% 33% 35% 29% 18% 6% 2% 1% NSW SA Vic Qld WA Tas ACT NSW contributed the highest proportion of interstate drive holiday makers to the NT with 35% from this state. This represents 46% of all holiday makers from the NSW to the region. This means that almost half of the visitors from NSW chose to drive to the Alice Springs MacDonnell region. The second largest source market of drive holiday makers to the region were from SA. They represented 29% of the total drive market. They also represented almost three-quarters (74%) of all visitors from SA to the region. Victoria was third with 18% of the drive market to the region representing 41% of all visitors from the Victoria. This demonstrates that most from Victoria travel to and around the NT via other modes of transport. Though Tasmania represents only 2% of the drive market to the region, all visitors opted to drive. Publication date: October 2015 Page 10 of

11 INTERSTATE HOLIDAY DRIVE MARKET (CONT.) Interstate Drive Source Markets (age groups) % of drivers to region % of visitors from age group 10 79% % 5 32% % 56% Under to and over Over the past 3 years, on average, more than half of all interstate drive holiday makers to the Alice Springs MacDonnell region were aged over 50 (56%). Whilst this was the bulk of the drive market to the region it represents 43% of visitors of this age group to the region. This meant that another 57% chose other modes of transport. Those aged 30 to 49 made up around one-third (34%) but made up the bulk of all visitors of this age group to the region (79%). People in this age-group are also the most likely to be families with school aged children. The youth market are the least likely to drive, having only made up of the interstate drive market. This represented only 32% of the total number of interstate youth visitors to the region. INTERNATIONAL HOLIDAY DRIVE MARKET 160,000 0,000 0, ,000 80,000 60,000 40,000 20,000 International holiday trends Fly Fly Drive Self Drive Total Drive Other transport Total Overall the international holiday market has remained relatively steady however those choosing drive options have been steadily increasing as those choosing to fly has decreased particularly in the last year. On average over the past 3 years, each year there have been 27,000 international drive holiday makers to the region. Of these 22,000 flew into the NT and the hired a vehicle. The remaining 5,000 drove only. This means they may have purchased or hired a vehicle in another Australian state and drove into the NT Both the drive only and the fly/drive markets have been increasing steadily in recent times. Publication date: October 2015 Page 11 of

12 Germany France UK Swiss Italy NZ USA Canada Scandi China Japan INTERNATIONAL HOLIDAY DRIVE MARKET On average over the past 3 years, 2 of international holiday makers to the region chose to drive. Of those 16% were fly/drive travellers and the remaining 4% were drive only. The proportion of international holiday makers choosing to drive to the NT has been steadily increasing over the past few years. This increase has mainly come from those choosing to fly/drive into the region. Recently, though, there has been a slight upturn in the proportion of international holiday makers driving only. 3 25% 2 15% 5% International holiday trends (%) Drive only Fly Drive Total Drive International Drive Source Markets (countries) 25% 2 % of drivers to region % of drivers from country % 6 5% 36% 25% 28% 25% 22% 16% 7% % 22% 16% % 7% 5% 5% 5% 2% 2% 9% 2% % 1% German holiday makers made up the largest proportion of drive holiday makers to the region, with 22% of the market. This represented one-quarter of all Germans who visited the region. Whilst the French made up the second largest chunk of the international drive market to the NT (16%), it represented over two-thirds (36%) of all French visitors to the region. The third largest source market was the UK, representing % of the drive market to the region with 16% of UK travellers choosing to drive when they travelled to the Alice Springs MacDonnell region. Publication date: October 2015 Page of

13 INTERNATIONAL HOLIDAY DRIVE MARKET (CONT.) 5 45% 4 35% 3 25% % of drivers to region % of visitors from age group 35% 36% 29% International Drive Source Markets (age groups) There is a pretty even spread across the key age groups. Over the last three years on average 36% of the international holiday drive market were older 50 or more, whilst 35% were under 30. The lowest proportion is from those aged 30 to 49 with 29%. 2 15% 5% 23% 21% 18% Under to or more When it comes to the proportion of people within each age group who chose to drive to the region, it represented around 1 in 5 in each age group. This indicates that those in this market preferred other modes of transport when travelling to the Alice Springs MacDonnell region (such as planes, trains busses and coaches). Publication date: October 2015 Page of

14 INTERSTATE AND INTERNATIONAL HOLIDAY DRIVE MARKET Other NT Regions Visited DARWIN & SURRROUNDS INTERSTATE % INTERNATIONAL 4 KAKADU & ARNHEM LAND INTERSTATE 6% INTERNATIONAL 24% KATHERINE & SURROUNDS INTERSTATE 16% INTERNATIONAL 3 Interstate drive holiday makers to the region are slightly more likely than other visitors to the region to include Uluru and surrounds in their travels. They are significantly more likely to include the Barkly region. They tend to contain their holidays to the Centre ULURU & SURROUNDS INTERSTATE 71% INTERNATIONAL 9 BARKLY REGION INTERSTATE 31% INTERNATIONAL 28% ALICE SPRINGS & SURROUNDS INTERNATIONAL INTERSTATE Whilst the proportion of international holiday makers choosing to drive to the Alice Springs MacDonnell region is not as high as the domestic market, those that do chose this option are more likely to disperse to all regions of the NT. The most popular additional region visited was Uluru and surround with 85% also opting to visit this region. Barkly was the next most popular (66%) followed by Kakadu (48%). Publication date: October 2015 Page of