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 and Northern Rivers Overseas travel by Australian s International visitors to NSW and Northern Rivers 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% 18% 80% 70% 46% 60% 50% 40% 82% 30% 20% 54% 10% 0% NSW Northern Rivers International Domestic Overnight Source: National and International Visitor Surveys 9
Regional NSW and Northern Rivers Domestic Overnight Visitors (000 s) Source: National Visitor Survey 10
Regional NSW and Northern Rivers Visitor Nights (000 s) Source: National Visitor Survey 11
Visitors to the Northern Rivers Where are they from? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Other States, 8% Nthn Rivers, 14% Sydney, 20% Other Reg NSW, 19% QLD, 38% Other States, 10% Nthn Rivers, 12% Sydney, 14% Other Reg NSW, 20% QLD, 44% 0% 2001 2011 Source: National Visitor Survey Source: National Visitor Survey
Purpose of Visit: Northern Rivers VISITORS NIGHTS Source: National Visitor Survey 2007-2011 13
Accommodation Nights in Northern Rivers 12,000 10,000 8,000 6,000 4,000 2,000 0 Friends or relatives property Caravan park or camping ground Hotel, resort, motel or motor inn Rented house, apartment, flat or unit Caravan or camping private Own property Guest house or B&B Other Source: National Visitor Survey 2007-2011 14
Main Activities Northern Rivers 5,000 Activities 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 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 Northern Rivers Regional NSW Average Annual Growth = +2% Northern Rivers Average Annual Growth = 0% 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
Northern Rivers Snapshot Domestic Overnight Visitors and Nights Trends In the past year both domestic visitors and nights increased. www.destinationnsw.com.au 26
Northern Rivers Snapshot Australian Travel Mindsets Almost half of the domestic overnight visitors to the Northern Rivers are compatriots: (Mostly family travellers) www.destinationnsw.com.au 27
Northern Rivers Snapshot There were a total of 5,611,000 visitors to the Northern Rivers in 2011. (Combination of domestic overnight, international and day trip visitors) www.destinationnsw.com.au 28
Northern Rivers Snapshot International Origin 26.9% of visitors to the Northern Rivers are from the UK. This has decreased from 29.8% in 2010. www.destinationnsw.com.au 29
NEW: Lismore Local Government Area Profile www.destinationnsw.com.au 30
NEW: Lismore Local Government Area Profile Domestic Overnight Travel Lismore compared with total NSW Average spend per visitor in Lismore =$382 Average spend per visitor in NSW =$532 www.destinationnsw.com.au 31
NEW: Lismore Local Government Area Profile Domestic Overnight Purpose of Visit Lismore is a popular destination to visit friends and relatives. Lismore is more likely than the rest of NSW to attract business visitors. www.destinationnsw.com.au 32
NEW: Lismore Local Government Area Profile Domestic Day Trips Almost half the day trip visitors are on holiday. Only 7.1% are in Lismore for business. 33
NEW: Lismore Local Government Area Profile Domestic Day Trips The largest age groups to take day trips to Lismore are aged 65 years and over. 34
NEW: Lismore Local Government Area Profile International Visitors The top two markets to visit Lismore are United Kingdom and Germany. These markets are more likely to visit Lismore than other parts of NSW. 35
NEW: Lismore Local Government Area Profile International Travel Party Almost three quarters of international visitors are likely to be travelling on their own. 36
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 37
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 38
How Can Businesses Use This Data? 39
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