INTERNATIONAL VISITOR SURVEY PAPUA NEW GUINEA

Transcription

1 INTERNATIONAL VISITOR SURVEY PAPUA NEW GUINEA

2 PAPUA NEW GUINEA TOURISM PROJECT PROJECT OBJECTIVES Objective 1 Objective 2 Objective 3 Grow tourism arrivals to PNG by working with government and private sector to understand and develop arrivals markets. Increase the value of tourism to businesses and communities by working with government and the private sector to improve the PNG tourism product. Increase investment in PNG tourism by helping to build a pipeline of bankable projects. Linkages: Complement the World Bank s PNG Tourism Sector Development Project to improve tourism services in the targeted destinations of East New Britain and Milne Bay. IFC's work in Papua New Guinea is guided by the Papua New Guinea Partnership. Australia, New Zealand, and IFC are working together through the partnership to promote sustainable economic development, reduce poverty and stimulate private sector investment in Papua New Guinea. 1

3 IMPORTANCE OF THE INTERNATIONAL VISITOR SURVEY (IVS) Provides unique insight to current tourism markets. Creates a baseline from which government and industry stakeholders can measure growth and track trends. Presents profiles of current visitors. Increases understanding of travel patterns in the PNG provinces and regions. Provides data to inform marketing strategies including key market segments, distribution channels and motivation factors. Allows for businesses and government to make evidencebased decisions for marketing, product development, policy and strategies. The database grows over time enabling further data mining and the addition of new themes. 2

4 INTERNATIONAL VISITOR SURVEY TOTAL VISITOR DATA JANUARY 2018 JUNE 2018 DATA FROM 6 MONTHS

5 SUMMARY OF KEY FINDING: VISITOR SPEND JANUARY JUNE 2018 TOTAL VISITORS USD 78M TOTAL SPEND USD PGK 260M TOTAL SPEND PGK 34,649 TOTAL VISITORS Figures exclude employment and cruise visitors 4

6 DIRECT ECONOMIC IMPACT OF VISITOR SPEND JANUARY JUNE 2018 TOTAL VISITORS SPEND IN COUNTRY AND PRIOR TO ARRIVAL INTERNET & SERVICE SOUVENIRS OTHER TOURS RETAIL DOMESTIC TRAVEL LOCAL TRANSPORT $.98 M $1.07 M $1.16 M $2.21 M $2.34 M $3.63 M $3.81 M FOOD & BEVERAGE $8.27 M AIRFARES $23.72 M ACCOMMODATION $31.16 M $ M $5 M $10 M $15 M $20 M $25 M $30 M $35 M USD MILLIONS Accommodation and international airfares dominate visitor spend. Visitor spending on food & beverage, retail and tours is an important link to the local economy. Figures exclude employment and cruise visitors 5

7 TOTAL VISITORS BY MARKET JANUARY JUNE 2018 TOTAL VISITORS TOTAL VISITORS (%) BY MARKET 48% 14% 10% 8% 6% 5% 5% 3% 1% AUSTRALIA SOUTHEAST ASIA NORTHEAST ASIA EUROPE NORTH AMERICA NEW ZEALAND PACIFIC OTHER ASIA OTHER PURPOSE OF VISIT SPEND PER PERSON PER TRIP $2,448 PER PERSON PER TRIP $2, % 30 % 16 % PER PERSON PER TRIP $1,347 PER PERSON PER TRIP BUSINESS HOLIDAY VISITING FRIENDS & RELATIVES PNG is reliant on the Australian market and business tourists. PNG has a holiday market gap with other Pacific destinations receiving 70% of visitors for holiday purposes compared to 30% in PNG. Figures exclude employment and cruise visitors 6

8 REGIONS VISITED & VISITOR SATISFACTION JANUARY JUNE 2018 TOTAL VISITORS 19 % 14 % 17 % 17 % 69 % 64 % WERE SATISFIED 93 % WOULD RETURN TOTAL VISITATION TO THE PROVINCES JANUARY 2017 JUNE 2018 TOTAL VISITORS 63 % 1. National Capital District 8 % 4. Northern Province 7 % 7. New Ireland 5 % 10. Eastern Highlands 12 % 2. Central Province 7 % 5. Western Highlands 7 % 8. Madang 5 % 11. East Sepik 10 % 3. Morobe 7 % 6. East New Britain 7 % 9. Milne Bay 5 % 12. West New Britain While visitation to Port Moresby is the highest, there is an opportunity to encourage more visitors to regions and provinces. Interest in returning remains high at 93% of total visitors. Figures exclude employment and cruise visitors 7

9 INTERNATIONAL VISITOR SURVEY HOLIDAY MARKET PROFILES JANUARY 2017 JUNE 2018 DATA FROM 18 MONTHS

10 AUSTRALIA 52 % OF HOLIDAY VISITORS 14,845 TOTAL VISITORS USD 35M TOTAL SPEND USD PGK 116M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 9.8 NIGHTS $2,357 USD SPEND PER TRIP $241 USD SPEND PER DAY 91 % GENDER 62% 38% Females Males AGE 12% 12% 21% 23% 25% 8% YRS YRS YRS YRS YRS 70+ The Australian market is predominately a mature, male market with most visitors between the ages of 40 and 70 years. Visitors have slightly lower spend than the average holiday spend per trip. 9

11 AUSTRALIA 52 % OF HOLIDAY VISITORS 47 % 1. National Capital District 61 % 1. Local markets 48 % 6. Sightseeing 30 % 2. Central Province 56 % 2. Visited villages 44 % 7. Hiking and walking 26 % 3. Northern Province 54 % 3. Visiting the beach 40 % 8. Kokoda Trail TOP 5 PROVINCES VISITED 12 % 9 % 4. New Ireland 5. East New Britain TOP 10 ACTIVITIES 54 % 49 % 4. Swimming 5. WWII history related tours 33 % 29 % 9. Local dance and music 10. Snorkelling HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Travel agent / agency brochures Previous visits 12% 33% 11% A travel agent 17% 38% Myself using the Internet By others (business, friends, relatives) Friends & family 45% 33% A mix of online booking and travel agent Other While the market is mature, they are interested in active and adventure holidays. With a high interest in returning, the key is to develop itineraries to encourage them to travel beyond NCD and Central Province. Note: Multiple responses, therefore totals do not add up to 100% 10

12 NEW ZEALAND 3 % OF HOLIDAY VISITORS 836 TOTAL VISITORS USD 1.7M TOTAL SPEND USD PGK 5.7M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 9.0 NIGHTS $2,066 USD SPEND PER TRIP $230 USD SPEND PER DAY 84 % GENDER 51% 49% Females Males AGE 24% 10% 16% 20% 24% 8% YRS YRS YRS YRS YRS 70+ New Zealand has a split market with a grouping of younger travelers and a grouping of older travelers. There is potential for the young, adventurous New Zealand market to increase interest among younger travelers in others markets. 11

13 NEW ZEALAND 3 % OF HOLIDAY VISITORS 52 % 1. National Capital District 68 % 1. Swimming 42 % 6. Snorkelling 22 % 2. Madang 68 % 2. Local markets 31 % 7. Hiking and walking TOP 5 PROVINCES VISITED 18 % 14 % 10 % 3. New Ireland 4. Eastern Highlands 5. East New Britain TOP 10 ACTIVITIES 63 % 55 % 50 % 3. Visiting the beach 4. Sightseeing 5. Visited villages 30 % 26 % 25 % 8. Local events and celebrations 9. Diving 10. Cultural tours HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Business / volunteer 16% 12% A travel agent organisation 31% Myself using the Internet Previous visits 22% 20% By others (business, friends, relatives) A mix of online booking and travel agent Friends & family 55% 37% Other New Zealanders are adventurous travelers with a focus on water based activities. They are more independent and do not rely on travel agents to find out about PNG and book their trips. Note: Multiple responses, therefore totals do not add up to 100% 12

14 NORTH AMERICA 9 % OF HOLIDAY VISITORS 2,580 TOTAL VISITORS USD 10.8M TOTAL SPEND USD PGK 35.9M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 11.6 NIGHTS $4,193 USD SPEND PER TRIP $361 USD SPEND PER DAY 75 % GENDER 44% Females 56% Males AGE 10% 6% 6% 18% 41% 19% YRS YRS YRS YRS YRS 70+ The North America market is the highest yielding and oldest market for PNG. With low rates of interest in returning, PNG is a once-in-a-lifetime destination. Given the older demographic, accessibility is likely a concern for this market. 13

15 NORTH AMERICA 9 % OF HOLIDAY VISITORS 50 % 1. National Capital District 71 % 1. Local markets 52 % 6. Diving 31 % 2. Western Highlands 65 % 2. Sightseeing 48 % 7. Visiting the beach 22 % 3. East Sepik 60 % 3. Visited villages 45 % 8. Snorkelling TOP 5 PROVINCES VISITED 17 % 17 % 4. Milne Bay 5. West New Britain TOP 10 ACTIVITIES 54 % 53 % 4. Hiking and walking 5. Local dance and music 45 % 42 % 9. Birdwatching 10. Cultural Tours HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Travel agent / agency brochures Previous visits 20% 23% 7% 17% 43% A travel agent Myself using the Internet By others (business, friends, relatives) Friends & family 35% 32% A mix of online booking and travel agent Other Cultural activities are important for North American visitors while adventurous activities have lower levels of participation. Travel agents play an important role in marketing the destination and booking travel. Note: Multiple responses, therefore totals do not add up to 100% 14

16 PACIFIC 3 % OF HOLIDAY VISITORS 961 TOTAL VISITORS USD 2M TOTAL SPEND USD PGK 6.7M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 7.1 NIGHTS $2,089 USD SPEND PER TRIP $294 USD SPEND PER DAY 93 % GENDER 64% 36% Females Males AGE 30% 32% 21% 11% 5% 2% YRS YRS YRS YRS YRS 70+ The Pacific holiday market is a young market, reflecting the demographics of the region. Overall, a small holiday market for PNG representing only 3% of holiday visitors. 15

17 PACIFIC 3 % OF HOLIDAY VISITORS 67 % 1. National Capital District 78 % 1. Visiting the beach 27 % 6. Local dance and music 12 % 2. Central Province 70 % 2. Local markets 26 % 7. Parks, nature reserves and animal sanctuaries TOP 5 PROVINCES VISITED 10 % 7 % 7 % 3. Morobe 4. East New Britain 5. Eastern Highlands TOP 10 ACTIVITIES 60 % 46 % 33 % 3. Sightseeing 4. Port Moresby Nature Park 5. Swimming 24 % 23 % 22 % 8. Local language and art 9. Sports related activities 10. Museums HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Social media (Facebook, Twitter etc.) Previous visits Friends & family 21% 39% 52% 5% A travel agent Myself using the Internet 43% By others (business, friends, relatives) 39% A mix of online booking and travel agent 9% Other Provinces visited and activity participation indicate that most Pacific travelers stick close to Port Moresby. Social media plays an important role in the dissemination of information about PNG around the region. Note: Multiple responses, therefore totals do not add up to 100% 16

18 EUROPE (EXCLUDING UK) 9 % OF HOLIDAY VISITORS 2,731 TOTAL VISITORS USD 10M TOTAL SPEND USD PGK 33.3M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 14.5 NIGHTS $3,680 USD SPEND PER TRIP $254 USD SPEND PER DAY 82 % GENDER 68% 32% Females Males AGE 16% 27% 21% 17% 13% 7% YRS YRS YRS YRS YRS 70+ The high yielding European holiday market has the longest average length of stay in PNG. The lower age range and high percent of male travelers indicates a trend toward adventure travel. 17

19 EUROPE (EXCLUDING UK) 9 % OF HOLIDAY VISITORS 43 % 1. National Capital District 85 % 1. Local markets 60 % 6. Snorkelling 36 % 2. Western Highlands 81 % 2. Visiting the beach 55 % 7. Local dance and music 31 % 3. East Sepik 65 % 3. Sightseeing 50 % 8. Hiking and walking TOP 5 PROVINCES VISITED 31 % 26 % 4. Madang 5. East New Britain TOP 10 ACTIVITIES 61 % 61 % 4. Swimming 5. Visiting villages 40 % 40 % 9. Museums 10. Cultural tours HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Internet Search (e.g. Google) Travel Book (e.g. Lonely Planet) Friends & family 23% 24% 36% 4% 16% 48% 28% A travel agent Myself using the Internet By others (business, friends, relatives) A mix of online booking and travel agent Other European travelers prefer independent travel using travel books and the internet to find new destinations and book travel online. Ensuring information on PNG is available online, in multiple languages is important. Note: Multiple responses, therefore totals do not add up to 100% 18

20 UK 3 % OF HOLIDAY VISITORS 864 TOTAL VISITORS USD 3.4M TOTAL SPEND USD PGK 11.3M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 12 NIGHTS $3,949 USD SPEND PER TRIP $329 USD SPEND PER DAY 84 % GENDER 64% 36% Females Males AGE 4% 11% 17% 35% 28% 4% YRS YRS YRS YRS YRS 70+ The UK is a high yield, mature market with most tourists between 40 and 69 years of age. A bias towards men offers opportunities to create targeted marketing campaigns for female tourists to encourage them to visit. 19

21 UK 3 % OF HOLIDAY VISITORS 52 % 1. National Capital District 62 % 1. Local markets 48 % 6. Birdwatching 26 % 2. Western Highlands 59 % 2. Visiting the beach 47 % 7. Local dance and music 24 % 3. East Sepik 59 % 3. Visiting villages 45 % 8. Hiking and walking TOP 5 PROVINCES VISITED 22 % 20 % 4. Central Province 5. West New Britain TOP 10 ACTIVITIES 52 % 52 % 4. Snorkelling 5. Swimming 43 % 41 % 9. Sightseeing 10. Parks, nature reserves and animal sanctuaries HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Travel agent / agency brochures Previous visits 23% 23% 7% 13% 48% A travel agent Myself using the Internet By others (business, friends, relatives) Friends & family 32% 33% A mix of online booking and travel agent Other UK holiday visitors have a focus on nature based activities in PNG with high rates of participation in birdwatching. Travelers have a mixed profile of independent booking and using travel agents. Note: Multiple responses, therefore totals do not add up to 100% 20

22 ASIA China, Hong Kong, India, Indonesia, Japan, Malaysia, Nepal, Philippines, Singapore, Thailand 20 % OF HOLIDAY VISITORS 5,696 TOTAL VISITORS USD 11.5M TOTAL SPEND USD PGK 38M TOTAL SPEND PGK AVERAGE LENGTH OF STAY SPEND WOULD RETURN 9.8 NIGHTS $2,013 USD SPEND PER TRIP $205 USD SPEND PER DAY 91 % GENDER 62% 38% Females Males AGE 9% 29% 33% 16% 13% YRS YRS YRS YRS YRS 70+ The Asian holiday traveler to PNG is generally younger with lower levels of spending. More responses are needed to fully explore data on individual source markets. 21

23 ASIA (China, Hong Kong, India, Indonesia, Japan, Malaysia, Nepal, Philippines, Singapore, Thailand) 20 % OF HOLIDAY VISITORS 57 % 1. National Capital District 77 % 1. Local markets 32 % 6. Visiting villages 13 % 2. West New Britain 57 % 2. Visiting the beach 30 % 7. Swimming TOP 5 PROVINCES VISITED 9 % 9 % 9 % 3. East New Britain 4. Western Highlands 5. Northern Province TOP 10 ACTIVITIES 46 % 44 % 41 % 3. Sightseeing 4. Port Moresby Nature Park 5. Diving 28 % 28 % 26 % 8. Parks, nature reserves and animal sanctuaries 9. Museums 10. WWII history related tours HOW DID YOU FIND OUT ABOUT PNG? TOP 3 OPTIONS HOW DID YOU PURCHASE YOUR TRAVEL? Internet Search (e.g. Google) Previous visits 23% 24% 9% A travel agent 16% 35% Myself using the Internet By others (business, friends, relatives) Friends & family 36% 38% A mix of online booking and travel agent Other Diving is an important activity for Asian travelers to PNG. There is a potential to increase dive and WWII tourists to visit PNG as these are key activities for the market. Note: Multiple responses, therefore totals do not add up to 100% 22

24 OVERALL SATISFACTION BY MARKET* Europe (excluding UK) 90 North America 90 Australia 89 UK 89 Pacific 77 Asia 70 New Zealand Share of holiday visitors Jan 2017 Jun 2018 (%) *A satisfied visitor includes respondents who answered satisfied or very satisfied The markets with the highest levels of satisfaction are those with the highest yield and highest levels of travel to provinces outside of NCD. 23

25 OVERALL SATISFACTION BY PROVINCE VISITED Northern Province Central Province Milne Bay Province East Sepik East New Britain New Ireland Eastern Highlands Morobe West New Britain Western Highlands National Capital District Madang 96% 94% 92% 91% 90% 90% 90% 89% 88% 85% 84% 83% 75% 80% 85% 90% 95% 100% SHARE OF HOLIDAY VISITORS (%) *A satisfied visitor includes respondents who answered satisfied or very satisfied The key tourism destinations prioritized by government have the highest levels of visitor satisfaction. Destinations with lower levels of satisfaction may face issues of safety and security or fading accommodation stock. 24

26 IMPROVEMENTS SUGGESTED BY MARKET Australia Europe (excluding the UK) North America The European adventure market seeks value for money accommodation, sufficient information for independent planning, and formalized attractions. North Americans stay longer and travel throughout the country, encountering more challenges with flights. Note: Multiple responses, therefore totals do not add up to 100% 25

27 IMPROVEMENTS BY PROVINCE VISITED National Capital District New Ireland East New Britain East Sepik Madang Western Highlands Central Province Northern Province Milne Bay In provinces where safety and security is not an issue, airlines and flights dominate as a specific challenge. Opportunity to develop more activities in Central Province to add on to Kokoda Track experience. Note: Multiple responses, therefore totals do not add up to 100% 26

28 Thank You IFC's work in Papua New Guinea is guided by the Papua New Guinea Partnership. Australia, New Zealand, and IFC are working together through the partnership to promote sustainable economic development, reduce poverty and stimulate private sector investment in Papua New Guinea.