Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW
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
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
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
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
Travel Trends Market Overview 6
World Tourism Arrivals Growth Source: UNWTO 7
World Tourism Arrivals Growth Source: UNWTO 8
2011 Visitor Market VISITORS NIGHTS 100% 90% 7% 80% 70% 46% 60% 50% 40% 93% 30% 20% 54% 10% 0% NSW Mid North Coast International Domestic Overnight Source: National and International Visitor Surveys 9
Visitors (000 s) 25,000 Regional NSW and Mid North Coast Domestic Overnight Visitors (000 s) 20,000 Regional NSW Average Annual Growth = -1% 15,000 10,000 5,000 Mid North Coast Average Annual Growth = -1% 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: National Visitor Survey 10
Nights (000s) 80,000 Regional NSW and Mid North Coast Visitor Nights (000 s) 70,000 Regional NSW Average Annual Growth = -1% 60,000 50,000 40,000 30,000 20,000 Mid North Coast Average Annual Growth = -2% 10,000 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: National Visitor Survey 11
Visitors to the Mid North Coast Where are they from? 100% 90% 80% 70% Other States, 47% Other States, 44% 60% 50% 40% 30% 20% 10% 0% Mid North Coast, 2% Sydney, 17% Other Reg NSW, 15% Mid North Coast, 3% Sydney, 15% Other Reg NSW, 16% QLD, 19% QLD, 22% 2001 2011 Source: National Visitor Survey
Purpose of Visit: Mid North Coast VISITORS NIGHTS Source: National Visitor Survey 2007-2011 13
Accommodation Nights Mid North Coast 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Friends or relatives property Caravan park Hotel, resort, motel or motor Inn Rented house, apartment Own property Private caravan or camping Guest house or B&B Other Source: National Visitor Survey 14
Activities Mid North Coast 8,000 Activities 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Source: National Visitor Survey 2011 15
Challenges for Domestic Tourism Overseas Travel New Zealand Indonesia USA Thailand UK China Source: ABS Overseas Arrivals and Departures 16
International Trends Visitors to Regional NSW and Mid North Coast Regional NSW Average Annual Growth = +2% Mid North Coast Average Annual Growth = -2% Source: International Visitor Survey 17
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
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
Top Destinations in Regional NSW (Where International Visitors Stay Overnight) 180,000 170,423 160,000 140,000 120,000 100,000 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
Forecasts Nights in Australia FORECAST SLIDE Domestic International Source: Tourism Forecasting Committee 21
Forecasts Nights in Australia FORECAST SLIDE Domestic International Source: Tourism Forecasting Committee 22
Available Research What can I do with it all? 23
Destination NSW Website www.destinationnsw.com.au 24
Destination NSW Website A variety of products available from: www.destinationnsw.com.au 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 www.destinationnsw.com.au 25
Mid North Coast Snapshot Domestic Overnight Visitors and Nights Trends In the past year both domestic visitors and nights slightly decreased. www.destinationnsw.com.au 26
Mid North Coast Snapshot Australian Travel Mindsets One third of the domestic overnight visitors to the Mid North Coast are compatriots: (Mostly family travellers) www.destinationnsw.com.au 27
Mid North Coast Snapshot There were a total of 6.8 million visitors to the Mid North coast in 2011. (Combination of domestic overnight, international and day trip visitors) 28
Mid North Coast Snapshot International Origin 24.3% of visitors to the Mid North Coast are from the UK. This has decreased from 26.6% in 2010. 29
NEW: Port Macquarie Local Government Area Profiles 30
NEW: Port Macquarie Local Government Area Profiles Domestic Overnight Travel Port Macquarie compared with total NSW Average spend per visitor in Port Macquarie = $481 Average spend per visitor in NSW =$532 31
NEW: Port Macquarie Local Government Area Profiles Domestic Overnight Purpose of Visit Port Macquarie is a popular holiday destination and is more likely than the rest of NSW to attract holiday visitors. 32
NEW: Port Macquarie Local Government Area Profiles Domestic Accommodation Choice Just under one third of visitor nights in Port Macquarie are spent at friends or relatives property. 33
NEW: Port Macquarie Local Government Area Profiles Domestic Day Trips More than half the day trip visitors are on holiday. Only 7.9% are in Port Macquarie for business. 34
NEW: Port Macquarie Local Government Area Profiles Domestic Day Trips The largest age groups to take day trips to Port Macquarie are aged 35-44 years and 65 years and over. 35
NEW: Port Macquarie Local Government Area Profiles International Visitors The top two markets to visit Port Macquarie are United Kingdom and Germany. These markets are more likely to visit Port Macquarie than other parts of NSW. 36
NEW: Port Macquarie Local Government Area Profiles International Travel Party Just under half of international visitors are likely to be travelling on their own. 37
Examples of reports available at www.destinationnsw.com.au Tourism and the NSW Economy Wine and Food Tourism in NSW Aviation Performance www.destinationnsw.com.au 38
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 www.destinationnsw.com.au 39
How Can Businesses Use This Data? 40
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