Tourism Western Australia. Fast Facts Year Ending September 2014

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1 Tourism Western Australia Fast Facts Year Ending September 2014 Prepared by the Research Team December 2014

2 PLEASE NOTE Changes to National Visitor Survey Methodology Tourism Research Australia s (TRA) National Visitor Survey (NVS) commenced in Between 1998 and 2013, all interviews were undertaken with respondents on residential fixed-line telephones using Computer Assisted Telephone Interviewing (CATI). The mobile phone only population in Australia has increased substantially in recent years, particularly for younger age groups. Latest estimates indicate 30% of those aged years and 47% of those aged years are mobile only. Given this, to provide better coverage of the Australian population, TRA has introduced mobile phone interviewing as of 2 January For 2014, 50% of the NVS sample will be interviewed on fixed-lines, and 50% on mobile phones. Therefore year ending () September 2014 NVS data in this publication is based on one quarter of fixed-line only interviews (October - December 2013), and three quarters of both fixed-line and mobile phone interviews (January September 2014). Analysis by TRA shows people interviewed on mobile phones are different to people interviewed on landlines in terms of their demographic profile and travel behaviour. Most notably, people interviewed on mobile phones are more likely to be younger and to take more trips. The inclusion of mobile phone interviewing has improved visitation estimates by bringing the sample more in line with the Australian population. However, the change in methodology means results from March 2014 and onwards are not directly comparable to results from previous years. Consequently, the domestic results are reported for September 2014 only, without making any comparisons to results from previous years. Confidence Intervals and Sample Sizes Note that estimates in this document are based on survey data and need to be considered within these Confidence Intervals (CI) for Western Australia September 2014 estimates: Intrastate CI: Spend ± 5.3%, Visitors ± 5.9%, Nights ± 9.1% Interstate CI: Spend ± 5.3%, Visitors ± 12.3%, Nights ± 13.2% CI: Spend ± 6.1%, Visitors ± 1.9%, Nights ± 3.1% Intrastate Daytrip CI: Spend ± 5.5%, Visitors ± 6.2% Sample Sizes for Western Australia the September 2014 estimates are outlined below: Intrastate Visitors: n= 3,195 Interstate Visitors: n= 550 Domestic Spend: n= 3,441 : Spend n= 5,014, Visitors n= 6,170 Intrastate Daytrip: Spend n= 2,262, Visitors n= 2,260 Page 2 Fast Facts Year Ending September 2014

3 Total Visitors to/within Western Australia Market Overview Total Visitor Estimates Western Australia Year ending September 2014 $8.3 billion Spend Total Overnight Visitor Estimates Western Australia Year ending September 2014 $6.7 billion Spend 8.1 million Visitors 62.2 million Nights Intrastate Daytrips $1,561 m spend Visitors Interstate Visitors Intrastate Visitors 15,953,000 daytrips $2,313 m spend $1,430 m spend $2,965 m spend 807,000 visitors 1,175,000 visitors 6,093,000 visitors 28,175,400 nights 10,112,000 nights 23,875,000 nights Caution: the interstate figures from the NVS have reliability issues due to small sample size. Page 3 Fast Facts Year Ending September 2014

4 Visitors ('000) Total Visitors to/within Western Australia Market Overview Cont. Key Stats $8,269 million in spend 8.1 million overnight visitors 16.0 million daytrips 62.2 million visitor nights 7.7 night average length of stay Market Share 10.4% of visitor spend in Australia 9.9% of visitors to/in Australia 11.9% of visitor nights in Australia Source Markets Purpose of Visit By Visitors 3% Interstate 5% 12,000 10,000 8,000 10,035 7,541 Intrastate Daytrip 67% Intrastate Overnight 25% 6,000 4,000 2,000 4,035 2,675 - Holiday VFR Business Other Visitor Dispersal 6% 6% 62% 7% 22% Page 4 Fast Facts Year Ending September 2014

5 Visitors ('000) Overnight Visitors to Western Australia Market Overview Key Stats $6,708 million in spend million visitors million visitor nights 7.7 night average length of stay $108 average spend per night $831 average spend per visitor Market Share 10.8% of overnight visitor spend in Australia 9.2% of overnight visitors in Australia 11.9% of visitor nights in Australia Source Markets Purpose of Visit By Visitors 10% Interstate 15% 3,500 3,000 2,500 2,000 3,228 2,664 1,863 Intrastate Overnight 75% 1,500 1, Holiday VFR Business Other Visitor Dispersal 12% 10% 50% 8% 28% Page 5 Fast Facts Year Ending September 2014

6 Visitors ('000) 2,400 2,300 2,200 2,100 2,000 1,900 1,800 1,700 1,600 Visitors to Western Australia Market Overview Spend (+) 5.1% Visitors (+) 7.5% $2,313 million in spend 807,000 visitors $2,866 average spend per visitor 12.9% of international visitors to Australia $82 average spend per night 12.1% of international spend in Australia 1,845 1,855 Estimated Spend ($m) 2,208 2,201 2,313 1,500 Sep-10 Sep-11 Sep-12 Sep-13 Sep Visitor Nights (+) 3.7% Source Markets 28.2 million nights 34.9 nights on average 12.8% of international visitor nights in Australia Estimated Nights (Million) Sep-10 Sep-11 Sep-12 Sep-13 Sep Estimated Visitors ('000) Sep-10 Sep-11 Sep-12 Sep-13 Sep-14 Ireland 3% Other Asia 11% Japan 3% Other Europe 10% Indonesia 4% Germany 4% Other Countries 8% China 5% By Visitors USA 7% United Kingdom 19% Singapore 10% New Zealand 9% Malaysia 8% Purpose of Visit Visitor Dispersal % +13.9% Sep-13 Sep-14 9% % % -9.7% 94% 6% 50 0 Holiday VFR Business Other 16% Page 6 Fast Facts Year Ending September 2014

7 Visitors to Western Australia Market Overview Cont. Country of Residence VISITORS OF THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA Rank Western Australia Sep-13 Sep-14 (RANKED BY VISITORS) % Change 3 Year AAGR Rank Sep-13 Australia Sep-14 % Change 3 Year AAGR UK 1 140, , % 4.9% 3 597, , % 5.2% Singapore 2 60,700 78, % 16.1% 5 282, , % 13.1% NZ 3 80,300 75, % -2.0% 1 1,076,400 1,123, % 2.2% Malaysia 4 59,700 67, % 9.6% 7 233, , % 16.6% USA 5 49,900 56, % 7.3% 4 458, , % 8.1% China 6 33,100 37, % 12.4% 2 670, , % 14.0% Germany 7 28,500 30, % 6.6% , , % 8.0% Indonesia 8 26,600 30, % 2.1% , , % 4.9% Ireland 9 24,900 24, % 5.9% 19 77,300 72, % -4.2% Japan 10 18,800 22, % -6.2% 6 299, , % -2.1% France 11 19,400 19, % 4.9% , , % 7.5% South Africa 12 17,400 19, % -10.3% 23 57,300 50, % -15.6% Hong Kong 13 17,600 17, % 9.9% 9 159, , % 12.7% Canada 14 16,700 17, % -1.4% , , % 3.4% India 15 13,500 15, % 3.1% , , % 13.1% Scandinavia 16 15,600 12, % -9.3% 16 89,100 94, % 4.4% Korea 17 11,300 11, % -6.3% 8 184, , % -1.2% Switzerland 18 9,900 11, % 7.8% 24 45,600 48, % 6.8% Italy 19 10,300 11, % -2.2% 18 65,800 72, % 10.7% Philippines 20 9,600 10, % 1.9% 17 74,200 83, % 12.9% Page 7 Fast Facts Year Ending September 2014

8 Visitors to Western Australia Market Overview Cont. Country of Residence VISITORS OF THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA Rank Western Australia Sep-13 Sep-14 (RANKED BY SPEND - $ MILLIONS) % Change 3 Year AAGR Rank Sep-13 Australia Sep-14 % Change 3 Year AAGR UK % 5.7% 2 1,819 1, % 9.9% Singapore % 12.8% % 1.9% China % 4.2% 1 3,233 3, % 13.2% Malaysia % 2.9% % 1.1% NZ % -1.9% 3 1,501 1, % -0.3% Ireland % 7.4% % -14.4% USA % -0.4% 4 1,238 1, % 2.1% Hong Kong % 17.4% % 12.6% Germany % 12.2% % 6.0% Indonesia % -13.1% % -2.6% Korea % 6.0% % -14.5% France % 4.7% % 8.3% Japan % -11.8% % 0.8% Taiwan % 1.5% % 8.2% Philippines % 5.6% % 13.4% India % -9.8% % 4.2% South Africa % -12.8% % -8.4% Italy % -5.1% % 15.5% Canada % -9.9% % -3.5% Scandinavia % -11.9% % 1.0% Page 8 Fast Facts Year Ending September 2014

9 Visitors to Western Australia Market Overview Cont. Market Share - Spend Estimates (Ranked by overall spend estimates, September 2014) Rank Country of Residence Sep-12 Sep-13 Sep-14 1 UK 19.3% 18.9% 17.9% 2 Singapore 20.0% 20.9% 24.5% 3 China 5.9% 5.0% 5.0% 4 Malaysia 21.7% 21.2% 22.5% 5 NZ 10.2% 12.0% 9.9% 6 Ireland 23.1% 27.1% 36.3% 7 USA 10.0% 9.2% 9.5% 8 Hong Kong 10.8% 11.7% 11.8% 9 Germany 11.6% 14.2% 13.0% 10 Indonesia 20.0% 14.9% 16.0% Market Share - Visitor Estimates (Ranked by overall visitor estimates, September 2014) Rank Country of Residence Sep-12 Sep-13 Sep-14 1 UK 24.6% 23.6% 24.4% 2 Singapore 23.3% 21.5% 24.5% 3 NZ 7.3% 7.5% 6.7% 4 Malaysia 26.5% 25.5% 23.4% 5 USA 11.2% 10.9% 11.1% 6 China 5.2% 4.9% 5.1% 7 Germany 18.0% 17.9% 17.5% 8 Indonesia 23.5% 21.3% 22.3% 9 Ireland 28.1% 32.2% 34.4% 10 Japan 7.9% 6.3% 7.3% Page 9 Fast Facts Year Ending September 2014

10 Visitors ('000) Interstate Visitors to Western Australia Market Overview Key Stats $1,430 million in spend million visitors million visitor nights 8.6 night average length of stay $141 average spend per night $1,217 average spend per visitor Market Share 7.0% of interstate spend in Australia 4.6% of interstate visitors in Australia 7.9% of interstate nights in Australia Source Markets Purpose of Visit By Visitors Northern Territory Tasmania 3% 3% South Australia 9% ACT 2% New South Wales 32% Queensland 20% Victoria 32% Holiday VFR Business Other Visitor Dispersal 17% 5% 83% 5% 11% Page 10 Fast Facts Year Ending September 2014

11 Visitors ('000) Intrastate Overnight Visitors in Western Australia Market Overview Key Stats $2,965 million in spend million visitors million visitor nights 3.9 night average length of stay $124 average spend per night $487 average spend per visitor Market Share 13.2% of intrastate spend in Australia 11.0% of intrastate visitors in Australia 13.6% of intrastate nights in Australia Source Markets Purpose of Visit By Visitors Coral Coast 5% Golden Outback 8% North West 4% 3,000 2,500 2,000 2,586 1,914 South West 18% Experience Perth 64% 1,500 1, , Holiday VFR Business Other Visitor Dispersal 12% 11% 37% 9% 33% Page 11 Fast Facts Year Ending September 2014

12 Visitors ('000) Intrastate Daytrip Visitors in Western Australia Market Overview Key Stats $1,561 million in spend million visitors $98 average spend per visitor Market Share 8.9% of intrastate daytrip spend in Australia 10.3% of intrastate daytrip visitors in Australia Source Markets Purpose of Visit Coral Coast 2% Golden Outback 4% South West 16% By Visitors North West 2% 8,000 7,000 6,000 5,000 4,000 6,807 4,877 Experience Perth 76% 3,000 2,000 1, ,172 2,097 Holiday VFR Business Other Visitor Dispersal 2% 5% 68% 6% 18% Page 12 Fast Facts Year Ending September 2014

13 Overnight Visitation to Western Australia Tourism Regions Year Ending September 2014 Experience Perth Visitors Nights Intrastate 2,275,000 6,234,000 Interstate 977,000 5,267, ,400 22,163,700 Total 4,011,400 33,664,700 Australia s South West Visitors:, 19% Interstate, 24% Intrastate, 57% Australia s South West Australia s South West Visitors Nights Intrastate 2,041,000 6,469,000 Interstate 130, , ,900 1,718,900 Total 2,297,900 8,853,900 Visitors: Interstate, 6%, 6% Intrastate, 89% Australia s North West Australia s South West Visitors Nights Intrastate 727,000 5,792,000 Interstate 201,000 3,124,000 69,500 2,396,900 Total 997,500 11,313,900 Visitors: Interstate, 20%, 7% Intrastate, 73% Australia s Coral Coast Visitors Nights Intrastate 699,000 3,130,000 Interstate 55, ,000 61, ,400 Total 815,400 4,443,400 Australia s South West Visitors:, 8% Interstate, 7% Intrastate, 86% Page 13 Fast Facts Year Ending September 2014

14 Overnight Visitation to Western Australia Tourism Regions Cont. Australia s Golden Outback Visitors Nights Intrastate 552,000 2,226,000 Interstate 54, ,000 45, ,000 Total 651,500 3,612,000 Australia s South West Visitors: Interstate,, 7% 8% Intrastate, 85% Page 14 Fast Facts Year Ending September 2014

15 Source and Definitions Source: Tourism Research Australia o Tourism Research Australia is a business unit of Tourism Australia providing research information that supports improved decision making, marketing and tourism industry performance for the Australian community. National Overnight Visitor Survey (NVS): The National Visitor Survey is primary measure of domestic tourism activity being the major source of information on the characteristics and travel patterns of domestic tourists within Australia. The survey data is collected throughout the year with an annual sample of 120,000 Australian residents over the age of 15 years. Respondents are interviewed on either their landline telephone (50% of sample) or their mobile phone (50% or sample) using Computer Assisted Telephone Interviewing system. Overnight Visitor Survey (IVS): The Visitor Survey samples 40,000 departing, short-term international travellers over the age of 15 years who have been visiting Australia. The survey is conducted by Computer Assisted Personal Interviewing (CAPI) in the departure lounges of the eight major international airports; Sydney, Melbourne, Brisbane, Cairns, Perth, Adelaide, Darwin and the Gold Coast. Regional Expenditure Estimates: Regional Expenditure uses a model based approach to allocate international and domestic visitor expenditure to Australian tourism regions. Definitions: Average Annual Growth Rate (AAGR): o Calculation of the average annual percentage increase / decrease over a specified period of years. Domestic Day Trip Definition: o Day trips or same day visitors are those who travel for a round trip distance of at least 50km, are away from home for at least 4 hours, and who do not spend a night away from home as part of their travel. Same day travel as part of overnight travel is excluded as is routine travel such as commuting between work/school and home. Routine shopping is included as is travel for all purposes, not just pleasure. Market Share (Western Australia) o Western Australia s market share (percentage) of total visitors from the specified source market in Australia. Overnight Visitors Definition: o visitors aged 15 years and over who spent at least one night in the region. Page 15 Fast Facts Year Ending September 2014

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