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
% Change vs. Previous Year World Tourism Arrivals Growth 20 15 14 14 15 12 10 10 6.5 6 7 6 7 5 4 4 3 3 4 2010 0 0 2011-5 -10-15 Source: UNWTO 7
% Change vs. Previous Year World Tourism Arrivals Growth 20 15 14 14 15 12 10 5 0 6.5 4.4 0 5 4 4 3 8 8 3 4 9 6 0 9 7 3 3 4 4 4 10 10 6 7 7 2010 2011-5 -10-8 -12-15 Source: UNWTO 8
2011 Visitor Market VISITORS NIGHTS 100% 90% 80% 70% 10% 5% 100% 90% 80% 70% 46% 27% 60% 60% 50% 40% 30% 20% 90% 95% 50% 40% 30% 20% 54% 73% 10% 10% 0% NSW Hunter 0% NSW Hunter International Domestic Overnight Source: National and International Visitor Surveys 9
Visitors (000 s) 25,000 Regional NSW and Hunter Domestic Overnight Visitors (000 s) 20,000 Regional NSW Average Annual Growth = -1% 15,000 10,000 5,000 Hunter 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 Hunter Visitor Nights (000 s) 70,000 Regional NSW Average Annual Growth = -1% 60,000 50,000 40,000 30,000 20,000 10,000 Hunter Average Annual Growth = +2% 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: National Visitor Survey 11
Visitors to the Hunter Where are they from? 100% 90% 80% 70% Other States, 19% Other States, 25% Hunter, 5% Hunter, 9% 60% 50% 40% 30% 20% 10% Sydney, 46% Other Reg NSW, 30% Sydney, 33% Other Reg NSW, 33% 0% 2001 2011 Source: National Visitor Survey Source: National Visitor Survey
Purpose of Visit: Hunter VISITORS NIGHTS Other, 7% Other, 7% Business, 18% Holiday, 37% Business, 18% Holiday, 38% Visit Friends / Relatives, 38% Visit Friends / Relatives, 37% Source: National Visitor Survey 2011 13
Accommodation Nights Hunter 1,200 Nights 1,000 800 600 400 200 0 Friends or relatives property Hotel, resort, motel or motor Inn Caravan park Rented house, apartment Own property Private caravan or camping Other Guest house or B&B Source: National Visitor Survey 2011 14
Main Activities Hunter 1,400 Activities 1,200 1,000 800 600 400 200 0 Source: National Visitor Survey 2011 15
Challenges for Domestic Tourism Overseas Travel 1,200,000 1,000,000 800,000 New Zealand Indonesia USA 600,000 400,000 Thailand UK China 200,000 - Source: ABS Overseas Arrivals and Departures 16
700,000 600,000 International Trends Visitors to Regional NSW and Hunter Regional NSW Average Annual Growth = +2% 500,000 400,000 300,000 200,000 Hunter Average Annual Growth = +5% 100,000-1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 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
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Forecasts Nights in Australia FORECAST SLIDE 350,000 300,000 Domestic 250,000 200,000 150,000 International 100,000 50,000 - Source: Tourism Forecasting Committee 21
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Forecasts Nights in Australia FORECAST SLIDE 350,000 300,000 Domestic 250,000 200,000 150,000 International 100,000 50,000 - 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 Government Area Profiles Overseas Arrivals and Departures Survey of Tourist Accommodation Visitor Profiling and Satisfaction Research Presentations www.destinationnsw.com.au 25
Hunter Snapshot Domestic Overnight Visitors and Nights Trends In the past year both domestic visitors and nights increased significantly. www.destinationnsw.com.au 26
Hunter Snapshot Australian Travel Mindsets A mix of all travel mindsets to the Hunter www.destinationnsw.com.au 27
Hunter Snapshot There were a total of 7.8 million visitors to the Hunter in 2011. (Combination of domestic overnight, international and day trip visitors) 28
Hunter Snapshot International Origin 16.4% of visitors to the Hunter are from the UK. This has decreased from 22.2% in 2010. 29
NEW: Hunter Local Government Area Profiles 30
NEW: Hunter Local Government Area Profiles Domestic Overnight Travel Newcastle compared with total NSW Average spend per visitor in Newcastle = $395 Average spend per visitor in NSW =$532 31
NEW: Hunter Local Government Area Profiles Domestic Overnight Purpose of Visit Newcastle is a popular destination for visiting friends and relatives (VFR) and is more likely than the rest of NSW to attract VFR visitors. 32
NEW: Hunter Local Government Area Profiles Domestic Accommodation Choice More than half of visitor nights in Newcastle are spent in friends and relatives property. 33
NEW: Hunter Local Government Area Profiles Domestic Day Trips 16% of day trips visitors to Newcastle are on business trips. 34
NEW: Hunter Local Government Area Profiles Domestic Day Trips The largest age groups to take day trips to Newcastle are aged 35-44 years. 35
NEW: Hunter Local Government Area Profiles International Visitors The top two markets to visit Newcastle are United Kingdom and USA. Both markets are more likely to visit Newcastle than other parts of NSW. 36
NEW: Hunter Local Government Area Profiles International Travel Party Almost two thirds 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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