Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

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1 Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

2 Today s Presentation Destination NSW introduction Explaining data sources Global tourism trends Domestic travel to NSW Overseas travel by Australian s International visitors to NSW Available research Understanding regional snapshots Understanding local government profiles Discussion: How can this help your business 2

3 Destination NSW The NSW Government s new agency for tourism and major events. Established July 2011 Tourism NSW, Events NSW & Homebush Motor Racing Authority. Mission To double visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW. 3

4 Where does the data come from? Tourism Research Australia National Visitor Survey Domestic tourism activity 120,000 by telephone International Visitor Survey International visitors to Australia 40,000 departing, short-term international travellers 15+ years plus a combination of other sources

5 What do we ask in the survey? Where did you go? What was the reason for travel? What activities did you do? How did you get there? What accommodation did you use? Who did you travel with? How much did you spend?.plus more. 5

6 Travel Trends Market Overview 6

7 World Tourism Arrivals Growth Source: UNWTO 7

8 World Tourism Arrivals Growth Source: UNWTO 8

9 2011 Visitor Market VISITORS NIGHTS 100% 90% 10% 3% 100% 90% 0% 80% 70% 80% 70% 46% 60% 60% 50% 40% 90% 97% 50% 40% 100% 30% 20% 30% 20% 54% 10% 10% 0% NSW Central Coast 0% NSW Central Coast International Domestic Overnight Source: National and International Visitor Surveys 9

10 Visitors (000 s) 25,000 Regional NSW and Central Coast Domestic Overnight Visitors (000 s) 20,000 Regional NSW Average Annual Growth = -1% 15,000 10,000 5,000 Central Coast Average Annual Growth = -1% Source: National Visitor Survey 10

11 Nights (000s) 80,000 Regional NSW and Central Coast Visitor Nights (000 s) 70,000 Regional NSW Average Annual Growth = -1% 60,000 50,000 40,000 30,000 20,000 Central Coast Average Annual Growth = -1% 10, Source: National Visitor Survey 11

12 Visitors to the Central Coast Where are they from? 100% 90% 80% 70% 60% 50% 40% 30% Other States, 16% Central Coast, 1% Sydney, 61% Other States, 18% Central Coast, 2% Sydney, 52% 20% 10% 0% Other Reg NSW, 22% Other Reg NSW, 29% Source: National Visitor Survey Source: National Visitor Survey

13 Purpose of Visit: Central Coast VISITORS NIGHTS Business, 4% Other, 6% Business, 5% Other, 4% Visit Friends / Relatives, 38% Holiday, 52% Visit Friends / Relatives, 43% Holiday, 48% Source: National Visitor Survey

14 Accommodation Nights Central Coast 1,800 Nights 1,600 1,400 1,200 1, Friends or relatives property Hotel, resort, motel or motor Inn Rented house, apartment Own property Caravan park Other Private caravan or camping Guest house or B&B Source: National Visitor Survey

15 Main Activities Central Coast 800 Activities Source: National Visitor Survey

16 Challenges for Domestic Tourism Overseas Travel New Zealand Indonesia USA Thailand UK China Source: ABS Overseas Arrivals and Departures 16

17 700,000 International Trends Visitors to Regional NSW and Central Coast 600,000 Regional NSW Average Annual Growth = +2% 500, , , , ,000 Central Coast Average Annual Growth = +4% Source: International Visitor Survey 17

18 Eastern Markets - Dispersal India Visitor Nights Spent in Sydney 95% in Regional NSW 5% Korea Japan Hong Kong Indonesia China Malaysia Taiwan Thailand Singapore All Markets to NSW 93% 92% 92% 92% 90% 88% 85% 84% 82% 84% 7% 8% 9% 9% 10% 12% 15% 16% 19% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sydney Regional NSW Source: International Visitor Survey 18

19 Western Markets - Dispersal Visitor Nights Spent in Sydney Italy 85% in Regional NSW 15% Ireland France United Kingdom Scandinavia USA New Zealand Germ any Canada Sw itzerland Netherlands Total markets to NSW 82% 81% 75% 75% 75% 75% 75% 72% 71% 68% 84% 18% 19% 25% 25% 25% 25% 25% 28% 30% 32% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sydney Regional NSW Source: International Visitor Survey 19

20 Top Destinations in Regional NSW (Where International Visitors Stay Overnight) 180, , , , , ,000 80,000 83,862 72,031 66,283 55,737 60,000 40,000 20,000 0 Byron Bay Newcastle Blue Mountains Coffs Harbour Port Macquarie Source: International Visitor Survey 51,242 29,907 29,272 27,388 26,983 24,066 23,574 Wollongong Port Stephens Shoalhaven Bega Valley Eurobodalla Tweed International Overnight Visitors to Regional NSW Gosford 20

21 Forecasts Nights in Australia FORECAST SLIDE Domestic International Source: Tourism Forecasting Committee 21

22 Forecasts Nights in Australia FORECAST SLIDE Domestic International Source: Tourism Forecasting Committee 22

23 Available Research What can I do with it all? 23

24 Destination NSW Website 24

25 Destination NSW Website A variety of products available from: State Tourism Snapshots Domestic Snapshot International Snapshot Overseas Travel Snapshot Purpose of Visit 16 x International Profiles Niche Market Snapshots 14 x Regional Snapshots 93 Local Gov Area Profiles Overseas Arrivals and Departures Survey of Tourist Accommodation Visitor Profiling and Satisfaction Research Presentations 25

26 Central Coast Snapshot Domestic Overnight Visitors and Nights Trends In the past year both domestic visitors and nights increased. 26

27 Central Coast Snapshot Australian Travel Mindsets Three quarters of domestic visitors to the Central Coast are Compatriots (families). 27

28 Central Coast Snapshot There were a total of 4.3 million visitors to the Central Coast in (Combination of domestic overnight, international and day trip visitors) 28

29 Central Coast Snapshot International Origin 28% of visitors to the Central are from the UK. This has increased from 25.1% in

30 NEW: Central Coast Local Government Area Profiles 30

31 NEW: Central Coast Local Government Area Profiles Domestic Overnight Travel Gosford compared with total NSW Average spend per visitor in Gosford = $383 Average spend per visitor in NSW =$532 31

32 NEW: Central Coast Local Government Area Profiles Domestic Overnight Purpose of Visit Gosford is a popular destination for holiday visitors and is more likely than the rest of NSW to attract holiday visitors. 32

33 NEW: Central Coast Local Government Area Profiles Domestic Accommodation Choice Almost half of visitor nights in the Gosford are spent at a friend or relatives place. 33

34 NEW: Central Coast Local Government Area Profiles Domestic Day Trips 45.9% of day trips visitors to Gosford are for visiting friends and relatives. 34

35 NEW: Central Coast Local Government Area Profiles Domestic Day Trips The largest age groups to take day trips to Gosford are aged years. 35

36 NEW: Central Coast Local Government Area Profiles International Visitors The top two markets to visit Gosford are United Kingdom and New Zealand. Both markets are more likely to visit Gosford than other parts of NSW. 36

37 NEW: Central Coast Local Government Area Profiles International Travel Party Almost two thirds of international visitors are likely to be travelling on their own. 37

38 Examples of reports available at Tourism and the NSW Economy Wine and Food Tourism in NSW Aviation Performance 38

39 Opportunities to work with us Prospectus Help grow your tourism business or event. Resources and activities for industry to participate in. Download from destinationnsw.com.au 39

40 How Can Businesses Use This Data? 40

41 41

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