PLACE YOUR IMAGE HERE, CROP THE IMAGE TO FIT FORMATTING PALATTE: PICTURE: CROP TOOL. PLACE YOUR IMAGE HERE, CROP THE IMAGE TO FIT FORMATTING PALATTE: PICTURE: CROP TOOL. PLACE YOUR IMAGE HERE, CROP THE IMAGE TO FIT FORMATTING PALATTE: PICTURE: CROP TOOL. INTERNATIONAL STUDENT TRAVEL BEHAVIOUR IN AUSTRALIA A/Professor J.S.Perry Hobson, Phd THE-ICE and Southern Cross University Overview International education in Australia Research approach Key findings: International student travel behaviour Visiting friends and relatives (VFR) Nationality profiles Conclusions and future actions Images courtesy of Tourism Australia (copyright) 1
International Education in Australia Around 2.8 million international students globally About 500,000 international students studying in Australia Sector International Student Numbers by Sector Annual Growth by Sector 2007 2008 2009 2007 to 2008 2008 to 2009 Higher education 168,052 176,161 196,007 4.8% 12.2% VET 107,066 151,258 189,021 41.3% 25.9% ELICOS 92,890 115,128 119,960 23.9% 4.2% Schools 26.602 28,515 33,364 7.2% -2.8% Other 27,256 31,035 27,257 13.9% 7.1% Total 370,238 a 435,263 a 491,565 a 17.6% 13.3% Source: AEI 2010 & 2009b. a The total is less than the sum of its components as individual students can undertake study in more than one sector during the year. Market Significance Australia s largest service-based export industry. Growth: $9.1 billion in 2004/05 to $17.2 billion in 2008/09. Other education services and royalities 3% China 22% Other countries 28% Brazil 2% Nepal 3% Indonesia 3% Hong Kong 3% Vietnam 3% Thailand 4% Malaysia 5% India 16% Republic of Korea 6% 2
Tourism Opportunities Motivating international students to travel prior to, during and on completion of their studies. Recruiting international students as advocates who encourage others to travel to Australia. Future repeat visits to Australia once the international students has returned home. Attracting friends and relatives from their home country to visit them in Australia. Tourism Australia Copyright The Project Profile the tourism behaviour of international students studying in Australia, and their visiting friends and relatives (VFRs). Inform tourism leaders on the product and service gaps and opportunities associated with this market. Tourism Australia Copyright 3
The Research Team Professor Michael Davidson Griffith University (Project Leader) Associate Professor Hugh Wilkins Griffith University Professor Brian King Victoria University Associate Professor Perry Hobson Southern Cross University Associate Professor Stephen Craig-Smith The University of Queensland Mrs Sarah Gardiner Griffith University (Project Coordinator) The Approach Phase 1: Interviews with key industry representatives and focus groups with international students from around Australia. Phase 2: A large scale national online survey of international students studying in Australia that generated 5,991 responses. Tourism Australia Copyright 4
Participation (%) Activities 90 80 70 60 50 40 30 Within the place of study Outside the place of study 20 10 0 Shopping for pleasure Sightseeing Natural attractions Entertainment Events and festivals Leisure Companions 5
Preferred Accommodation Length of Visit on Most Recent Trip 6
Mode of Transport on Most Recent Trip Expenditure on Most Recent Trip >$1,000 16% >$100 16% $501-$1,000 24% $100-$300 23% $301-$500 21% 7
Plans for Upcoming Vacation Period 70.0% 60.0% Higher Education VET ELICOS 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Travel in Australia Travel to other countries Return home Paid work Unpaid work Barriers to Travel 1. Concerns about money 2. Study commitments 3. Lack of time 4. No student travel discounts 5. Work commitments 6. No student travel packages 7. Safety and security concerns Tourism Australia Copyright 8
Percent (%) Expenditure in Australia Based on these estimates, on average, international students spend $42,531 per annum while studying in Australia. Of this amount, income from working was estimated at $5,419 per year. Working income therefore contributed an estimated 12.7 percent to their total annual expenditure. The balance of average annual expenditure of $37,112 is assumed to be funded principally from savings and from family sources, and therefore viewed as export dollars. Study, Living and Travel 80.0 70.0 60.0 70.9 63.9 57.6 Program Fees Living Expenses Travel and Recreation 50.0 40.0 30.0 20.0 10.0 29.8 23.4 19.6 16.8 14.5 11.4 11.8 6.6 5.1 25.0 8.7 31.7 0.0 From family Scholarship Personal savings Loan Income from working 9
Recreational and Personal Time Activity Percentage of Recreation and Personal Time Meeting with friends 32.1% Relaxation 31.5% Shopping for pleasure 15.4% Travel and tourism activities 13.6% Other 16.6% Friends Intending to Visit Australia Percent > 10 friends 12.2% None 16.6% 5-10 friends 17.0% 1 friend 10.6% 4 friends 8.7% 3 friends 13.7% 2 friends 21.3% 10
Family Intending to Visit Australia 5-10 family members 17.3% 4 family members 12.5% >10 family members 6.4% None 15.0% 1 family member 8.4% 3 family members 15.9% 2 family members 24.5% Chinese Students Travel party: Friends (75%), mostly other Chinese students. Accommodation: Hotels/motels (48%) or apartments (28%). Trip length: Short breaks (34%) and day-trips (29%). Transport used: Car (26%) and bus (23%). VFRs accommodation: Hotel/motel (38%) or with the international student (37%). VFRs length of stay: 1-2 weeks (40%). 11
Indian Students Travel party: Friends (62%), mostly other internationals students, and family (19%). Accommodation: Prefer hotels/motels (38%), apartments (23%) and backpacker accommodation (21%). Trip length: Short breaks (40%) and day-trips (34%). Transport used: Car (53%). VFRs accommodation: With the international student (48%) or friends and relatives (30%). VFRs length of stay: 2-4 weeks (29%) and more than 1 month (39%). Korean Students Travel party: Friends (54%) mostly other international students, both from Korea and other countries, and family (22%) Accommodation: Hotels/motels (47%) and apartments (27%). Trip length: Short breaks of 1-3 nights (38%) or 4-6 nights (23%). Transport used: Plane (37%). VFRs accommodation: Stay with the student (52%). VFRs length of stay: 1-2 weeks (41%). 12
European Students Travel party: Friends (55%), who are not students or international students of other nationalities, or partner (28%). Accommodation: Backpackers (39%). Trip length: Short breaks of 1-3 nights (43%) and 4-6 nights (21%). Transport used: Car (34%) and plane (29%). VFRs accommodation: Stay with the student (58%). VFRs length of stay: More than 2 weeks (70%). North American Students Travel party: Friends (57%), international and Australia students and non-students, and partner (28%). Accommodation: Hotels (39%) and backpacker accommodation (36%). Trip length: Short breaks of 1-3 nights (47%) and 4-6 nights (27%). Transport used: Car (41%) and plane (34%). VFRs accommodation: Stay with the student (53%) and hotel/motel (27%). VFRs length of stay: 2-4 weeks (42%). 13
Conclusions & Future Actions International students are opportunistic travellers, who tend towards day-trips and short breaks undertaken within friendship groups, mostly with other international students. Importance of VFRs market associated with international students. Tailored products, packages and marketing campaigns. The tourism and international education sector could both benefit by working more closely together. Full research report: www.crctourism.com.au Additional consultancy reports and seminars contact Sarah Gardiner: s.gardiner@griffith.edu.au Thank you! Questions? 14