Cultural and Heritage Tourism to NSW Year Ended December 2017 This snapshot provides a profile of cultural and heritage 1 to New South Wales in the year ended (YE) December 2017. 2 VISITOR MARKET SIZE AND EXPENDITURE In YE December 2017, there were 12.6 million international and domestic cultural and heritage to NSW. Of these, 22% were international, 38% domestic overnight and 40% domestic day-trippers. In 2017, NSW received 62% of international cultural and heritage travellers in Australia, 31% of domestic overnight and 33% of domestic day trip. Cultural and heritage accounted for 65% of all international 3 to NSW in 2017, 15% of all domestic overnight and 9% of all daytrip to the State. Compared with 2013, cultural and heritage accounted for 59% of all international to NSW while their shares of domestic overnight and day trip were steady (15% and 8%, respectively). Cultural and heritage stayed 83.8 million nights in 2017 and spent $13.0 billion in NSW. stayed longer than domestic overnight in terms of median length of stay which resulted in higher average spend per visitor. However, domestic overnight cultural and heritage recorded higher spend per night than international cultural and heritage. Table 1., Nights and Expenditure (million) Nights (million) Average Length of Stay Median Length of Stay Total spend ($ billion) Spend per visitor Spend per night 2.7 66.7 25 nights 5 nights $7.8 $2,867 $117 4.8 17.1 4 nights 3 nights $4.6 $944 $266 5.1 - - - $0.7 $131 - TOTAL 12.6 83.8 - - $13.0 - - Chart 1. Cultural and Heritage to NSW Chart 2. Cultural and Heritage Visitor Nights in NSW 1 Definition: A cultural and heritage visitor participates in at least one of the following activities: attend theatre, concerts or other performing arts; visit museum or art galleries; visit art, craft workshops or studios; attend festivals, fairs, or cultural events; experience Aboriginal art, craft and cultural display; visit an Aboriginal site or community; visit historical heritage buildings, sites or monuments; attend Aboriginal performance (international only). Note: a visitor may also participate in other activities. 2 Source: Visitor Survey and National Visitor Survey, Year Ended December 2017, Tourism Research Australia. 3 who engaged in cultural and heritage based activities in Australia, not necessarily in NSW.
P a g e 2 Chart 3. Cultural and Heritage Visitor Expenditure in NSW Table 2., Nights and Expenditure market share (%)* Visitor Expenditure Column1 nights 21.5% 79.5% 59.8% 38.2% 20.5% 35.1% 40.3% - 5.1% *Per cent share of total Cultural and Heritage, Nights and Expenditure to NSW. In YE December 2017, NSW received 12.6 million cultural and heritage who stayed 83.8 million nights and spent $13.0 billion in the State. The total number of cultural and heritage, nights and expenditure to NSW increased by 2.6%, 6.8% and 9.9% respectively, on the previous year. The visitor market is dominated by domestic daytrip (40.3%), while international market accounts for the majority of nights and expenditure shares (79.5% and 59.8% respectively). Compared with YE December 2013, the number of cultural and heritage, nights and expenditure to NSW grew by 29.4%, 39.5% and 53.2% respectively. In terms of, the number of international grew the most over the five-year period (+53.4%), followed by domestic overnight (+25.0%) and daytrip (+23.2%). In terms of expenditure, international visitor spend recorded the highest growth (+73.1%), followed by domestic overnight spend (+32.9%) and daytrip spend (+18.0%). Table 3. Types of Cultural and Heritage Activities* Column1 Visit history / heritage buildings, sites or monuments Visit museums or art galleries Attend festivals / fairs or cultural events Attend theatre, concerts or other performing arts Experience aboriginal art / craft and cultural displays Visit art / craft workshops / studios Visit an aboriginal site / community Attend aboriginal performance 68.3% 32.6% 29.5% 56.7% 34.7% 28.1% 23.3% 24.3% 23.5% 16.9% 23.6% 26.4% 16.9% 1.7% 2.3% 10.8% 3.1% 5.6% 9.9% 0.9% 1.2% 9.1% 0.0% 0.0% Total 100.0% 100.0% 100.0% * Per cent share of total Heritage and Cultural to NSW for each market. In YE December 2017, Visit history/heritage buildings, sites or monuments was the most popular cultural and heritage activity undertaken by and domestic daytrip to NSW (68.3% and 29.5%, respectively), followed by Visiting museums or art galleries. It was the reverse for domestic overnight. They were most interested in Visiting museums or art galleries (34.7%), followed by Visit history/heritage buildings, sites or monuments. and domestic daytrip cultural and heritage who Visited history/heritage buildings, sites or monuments as part of their trip, were mostly young people, aged 15 to 29 (32% and 22%, respectively). The largest proportion of domestic overnight cultural and heritage who Visited museums or art galleries were elderly, 60 to 69 years of age (22%). Over the past 5 years, the top two activities retained their positions in their respective markets.
P a g e 3 SOURCE MARKETS Table 4. Source Markets for Cultural and Heritage Column1 (000) Nights ALOS^ % share (000) % share2 nights China 526 19.4% 12,928 19.4% 24.6 USA 322 11.9% 4,026 6.0% 12.5 UK 270 9.9% 6,162 9.2% 22.9 Korea 194 7.2% 4,264 6.4% 22.0 New Zealand 145 5.3% 1,567 2.4% 10.8 Other Asia 660 24.3% 19,301 29.0% 29.3 Other Europe 386 14.2% 10,533 15.8% 27.3 All Other Countries 212 7.8% 7,880 11.8% 37.2 Total 2,713 100% 66,660 100% 24.6 Note: apart from participating in cultural and heritage activities, international to NSW also participated in other activities on their trip to Australia. ^ Average Length of Stay In YE December 2017, China (19.4%) was the largest source of international cultural and heritage to NSW, followed by USA (11.9%) and UK (9.9%). Sixty eight per cent of all Chinese to NSW participated in cultural and heritage activities during their trip to Australia. Seventy per cent of USA and 71% of UK to NSW participated in cultural and heritage activities during their trip to Australia. Compared with YE December 2016, the international cultural and heritage to NSW grew by 4.9%. Of the top three source markets, Chinese increased by 10.2%, USA by 4.6% and UK grew by 2.5%. China (19.4%) was also the largest source market in terms of international cultural and heritage nights in the State, followed by UK (9.2%) and Korea (6.4%). cultural and heritage stayed on average 24.6 nights in NSW. Since YE December 2013, China has been the largest source market of international cultural and heritage to NSW and also the largest contributor to visitor nights in NSW. Table 5. Top Origin for and Cultural and Heritage Column1 Sydney 25.7% 41.8% North Coast 6.7% np Hunter 6.5% 11.4% Central NSW 4.7% np South Coast 4.2% np Other Regional NSW 12.2% 17.6% Total Regional NSW 34.3% 50.6% Queensland 13.6% np Victoria 13.5% np ACT 5.5% np Total Intrastate 60.0% 92.4% Total Interstate 40.0% np Total 100% 100% In YE December 2017, the intrastate (overnight and daytrip) were the largest source of cultural and heritage to NSW. Of all domestic overnight cultural and heritage to the State, Sydney residents account for the largest chunk (25.7%), followed by from The North Coast (6.7%) and Hunter (6.5%) regions. Forty percent (40%) of domestic overnight cultural and heritage to NSW came from other states and/or territories. Queensland and Victoria accounted for a third of interstate to NSW (13.6% and 13.5%, respectively). As for domestic daytrip cultural and heritage to the State, nearly all (92%) came from within NSW. Apart from Sydney (41.8%), Hunter residents accounted for 11.4% domestic daytrip cultural and heritage to the State. Over the past 5 years, Sydney retained its position as top source market for domestic overnight and daytrip cultural and heritage to NSW.
P a g e 4 AGE GROUPS Table 6. Age Groups 15-29 33.2% 21.7% 22.5% 30-39 17.8% 14.1% 15.2% 40-49 13.7% 16.7% 15.4% 50-59 15.8% 18.4% 15.7% 60+ 19.5% 29.1% 31.2% Total 100.0% 100.0% 100.0% TRAVEL PARTY Table 7. Travel Party Travelling Alone 44.6% 19.3% Adult Couple 23.7% 33.0% Friends or relatives 15.0% 27.7% Family Group 13.1% 16.4% Other 3.6% 3.6% Total 100.0% 100.0% Note: Travel Party data is not available for domestic daytrip. DESTINATION In YE December 2017, the youth market (15-29 years) was the largest age group among international cultural and heritage to NSW (33.2%). For domestic overnight and daytrip cultural and heritage to the State, the seniors (60 year of age and over) accounted for the largest proportions (29.1% and 31.2%, respectively). Since YE December 2013, these age groups also accounted for the largest groups in their respective markets. In YE December 2017, close to half (44.6%) of international cultural and heritage to NSW arrived in Australia alone and nearly quarter (23.7%) arrived as adult couple. A third (33.0%) of domestic overnight cultural and heritage came to NSW as adult couple while more than a quarter travelled as friends or relatives (27.7%), followed by who travelled Alone (19.3% ). In the last 5 years, travelling alone has been the most common travel party among international cultural and heritage while adult couple was most common travel party for domestic overnight cultural and heritage to NSW. Table 8. Tourism Regions Visited in NSW Sydney 94.8% 37.0% 41.1% Blue Mountains 3.7% 4.1% np Capital Country 0.8% 4.2% np Central Coast 1.5% np np Central NSW 0.8% 7.2% np Hunter 4.5% 8.7% np New England North West 1.0% 3.9% np North Coast NSW 9.3% 14.9% 9.5% Outback NSW np 2.3% np Riverina 0.7% np np Snowy Mountains 0.6% np np South Coast 4.8% 10.0% 11.1% The Murray 0.6% 3.6% np Total NSW 100% 100% 100% Note: The percentages do not sum up to 100 percent as some went to more than one region during their trip. np = not publishable In YE December 2017, Sydney was the most visited region in NSW by international cultural and heritage (94.8%), domestic overnight cultural and heritage (37.0%) and domestic daytrip cultural and heritage (41.1%). North Coast was the second highest NSW region visited by international and domestic overnight (9.3% and 14.9%, respectively) while South Coast came second for domestic day-trippers (11.1%) participating in cultural and heritage activities on their trip to NSW. Since YE December 2013, Sydney has been number one destination for all culture and heritage to NSW.
P a g e 5 ACCOMMODATION Chart 4. Most Popular Accommodation type for In YE December 2017, Rented house/apartment/flat or unit (45.4%) was the most popular accommodation type used for international cultural and heritage visitor nights in NSW. Friends or relatives property (25.4%) was the second most popular choice. Since YE December 2013, Rented house/apartment/ flat or unit has been the most popular accommodation type used for international cultural and heritage visitor nights in NSW. Chart 5. Most popular Accommodation type for In YE December 2017, Friends or relatives property (34.5%) was the most popular accommodation type used for domestic cultural and heritage visitor nights in NSW. Standard hotel/motor inn (below 4 star) (14.1%) was the 2nd most popular choice, followed by Caravan park or commercial camping ground (11.3%). Since YE December 2013, Friends or relatives property has been the most popular accommodation type used for domestic overnight cultural and heritage to NSW. SEASONALITY Chart 6. Seasonality - In YE December 2017, the largest proportions of domestic overnight cultural and heritage to NSW returned from their trip in January, April and October (12.8%, 11.0% and 10.7%, respectively). February was the least popular month for return from trips (5.2%). In 2017, domestic daytrip cultural and heritage made most trips in September (10.8%) and April (9.9%). overnight cultural and heritage were more likely to return from their trips in January, while domestic day-trippers made more trips in September 2017. Note: Monthly data is not available for international.
P a g e 6 Chart 7. Seasonality - In YE December 2017, the largest number of international cultural and heritage to Australia visited NSW during December and March quarters (28.3% and 27.9%, respectively). The least popular quarter for international cultural and heritage for visiting NSW was June quarter (21.2%).. MORE INFORMATION For more information and statistics about tourism in NSW, see the Tourism Facts & Figures page on the Destination NSW Corporate website at http://www.destinationnsw.com.au/