Obtaining and Applying Tourism Research to Your Business. March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

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1 Obtaining and Applying Tourism Research to Your Business March 2012 Presented by Amanda Coghlan Strategic Insights Analyst Destination NSW

2 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

3 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

4 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

5 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

6 Travel Trends Market Overview 6

7 World Tourism Arrivals Growth Source: UNWTO 7

8 World Tourism Arrivals Growth Source: UNWTO 8

9 2011 Visitor Market VISITORS NIGHTS 100% 90% 7% 80% 70% 46% 60% 50% 40% 93% 30% 20% 54% 10% 0% NSW Mid North Coast International Domestic Overnight Source: National and International Visitor Surveys 9

10 Visitors (000 s) 25,000 Regional NSW and Mid North Coast Domestic Overnight Visitors (000 s) 20,000 Regional NSW Average Annual Growth = -1% 15,000 10,000 5,000 Mid North Coast Average Annual Growth = -1% Source: National Visitor Survey 10

11 Nights (000s) 80,000 Regional NSW and Mid North Coast Visitor Nights (000 s) 70,000 Regional NSW Average Annual Growth = -1% 60,000 50,000 40,000 30,000 20,000 Mid North Coast Average Annual Growth = -2% 10, Source: National Visitor Survey 11

12 Visitors to the Mid North Coast Where are they from? 100% 90% 80% 70% Other States, 47% Other States, 44% 60% 50% 40% 30% 20% 10% 0% Mid North Coast, 2% Sydney, 17% Other Reg NSW, 15% Mid North Coast, 3% Sydney, 15% Other Reg NSW, 16% QLD, 19% QLD, 22% Source: National Visitor Survey Source: National Visitor Survey

13 Purpose of Visit: Mid North Coast VISITORS NIGHTS Source: National Visitor Survey

14 Accommodation Nights Mid North Coast 3,500 3,000 2,500 2,000 1,500 1, Friends or relatives property Caravan park Hotel, resort, motel or motor Inn Rented house, apartment Own property Private caravan or camping Guest house or B&B Other Source: National Visitor Survey 14

15 Activities Mid North Coast 8,000 Activities 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Source: National Visitor Survey

16 Challenges for Domestic Tourism Overseas Travel New Zealand Indonesia USA Thailand UK China Source: ABS Overseas Arrivals and Departures 16

17 International Trends Visitors to Regional NSW and Mid North Coast Regional NSW Average Annual Growth = +2% Mid North Coast Average Annual Growth = -2% Source: International Visitor Survey 17

18 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

19 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

20 Top Destinations in Regional NSW (Where International Visitors Stay Overnight) 180, , , , , ,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

21 Forecasts Nights in Australia FORECAST SLIDE Domestic International Source: Tourism Forecasting Committee 21

22 Forecasts Nights in Australia FORECAST SLIDE Domestic International Source: Tourism Forecasting Committee 22

23 Available Research What can I do with it all? 23

24 Destination NSW Website 24

25 Destination NSW Website A variety of products available from: 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 25

26 Mid North Coast Snapshot Domestic Overnight Visitors and Nights Trends In the past year both domestic visitors and nights slightly decreased. 26

27 Mid North Coast Snapshot Australian Travel Mindsets One third of the domestic overnight visitors to the Mid North Coast are compatriots: (Mostly family travellers) 27

28 Mid North Coast Snapshot There were a total of 6.8 million visitors to the Mid North coast in (Combination of domestic overnight, international and day trip visitors) 28

29 Mid North Coast Snapshot International Origin 24.3% of visitors to the Mid North Coast visitors are from the UK. This has decreased from 26.6% in

30 NEW: Local Government Area Profiles 30

31 NEW: Local Government Area Profiles Domestic Overnight Travel Coffs Harbour compared with total NSW Average spend per visitor in Coffs Harbour = $430 Average spend per visitor in NSW =$532 31

32 NEW: Local Government Area Profiles Domestic Overnight Purpose of Visit Coffs Harbour is a popular destination to holiday and visit friends and relatives. Coffs Harbour is more likely than the rest of NSW to attract holiday visitors. 32

33 NEW: Local Government Area Profiles Domestic Accommodation Choice Just over one third of visitor nights in Coffs Harbour are in the home of a friend of relative. 33

34 NEW: Local Government Area Profiles Domestic Day Trips More than half the day trip visitors are on holiday. A significant 12% are in Coffs Harbour for business. 34

35 NEW: Local Government Area Profiles Domestic Day Trips The largest age groups to take day trips to Coffs Harbour are aged years. 35

36 NEW: Local Government Area Profiles International Visitors The top two markets to visit Coffs Harbour are United Kingdom and Germany. These markets are more likely to visit Coffs Harbour than other parts of NSW. 36

37 NEW: Local Government Area Profiles International Travel Party Over half of international visitors are likely to be travelling on their own. 37

38 Examples of reports available at Tourism and the NSW Economy Wine and Food Tourism in NSW Aviation Performance 38

39 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 39

40 How Can Businesses Use This Data? 40

41 41

Tourism Western Australia. Fast Facts Year Ending September 2014

Tourism Western Australia. Fast Facts Year Ending September 2014 Tourism Western Australia Fast Facts Year Ending September 2014 Prepared by the Research Team December 2014 PLEASE NOTE Changes to National Visitor Survey Methodology Tourism Research Australia s (TRA)