Understanding Queensland s Touring Market

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1 Understanding s Touring Market Tourers to directly contribute approximately 15,000 jobs annually to the State. Greater insight into touring visitors to and its regions have been obtained through a detailed analysis of Tourism Research Australia s National and International Visitor Survey data from the year ending December 2000 to the year ending December A tourer is defined as on a trip with: 3 or more overnight stops over 4 or more nights and includes driving 1 to at least one destination in Qld for leisure 2 Brisbane, the and Sunshine Coast are popular stops for domestic tourers, with over one third of domestic tourers to visiting each of these regions. Approximately two in five domestic tourers travel exclusively within these three regions during their trip in. The is the least visited region by domestic tourers. Brisbane, the and Sunshine Coast are popular with tourers, yet tourers represent 10% or less of all domestic visitors to annually. Tourers represent between 15% and 2 of all domestic visitors to each of s other region annually. The three regions most popular with international visitors are Brisbane, Tropical North (TNQ), and the (65%, 4 and 40% of international tourers to respectively). Few international tourers visit the Darling Downs, Outback or Bundaberg. What proportion of visitors to are tourers? 9% 8% 10% Brisbane Sunshine Coast 28% 17% Brisbane Sunshine Coast Fraser Coast 50% 52% 65% 60% Fraser Coast 15% 17%17% 15% 17% 15% 1 10% Bundaberg Central Bundaberg Central Mackay Mackay 7 Townsvile TNQ 55% 44% Townsville Base: All visitors to from 2000 to 2010 Darling Downs Outback 20% TNQ Darling Downs % Outback Tourers represent just over one quarter of all international visitors to Brisbane and one in seven international visitors to Outback each year. Overall, domestic tourers spend more than international tourers. contribute $1.2 billion per year, on average, to the economy and international tourers contribute $737 million per year, on average. 1

2 Understanding s Touring Market Brisbane On average, 350,000 domestic and 232,000 international tourers visit Brisbane each year. Tourers represent 8% of all domestic and 28% of all international visitors to Brisbane each year. Brisbane is a major entry and exit point for both domestic and international tourers to. One in five domestic and two in five international tourers use Brisbane as their gateway to the State. Most domestic (66%) and international (47%) tourers that enter the State via Brisbane arrive in a private vehicle. working holiday in the region. These types of tourers often stay up to six months in the one region. Typically a domestic tourer spends $107 in Brisbane per night and the greatest proportion of dollars are spent on food, shopping and. While an international tourer usually spends $70 per night in the region. In 2010, it is estimated that tourers directly accounted for 3,400 jobs in Brisbane. How many nights, on average, do tourers spend in the region? 26.4 Approximately one third of all domestic tourers and two thirds of all international tourers spend at least one night in Brisbane On average, domestic tourers stay five nights in one or two different location in the region. stay an average of eight nights, over one or two locations in the region. Overall the number of nights domestic tourers spent in Brisbane declined between 2000 and The reverse can be said for international tourers, doubling the number of nights they spent in the region during the period. These trends are align with those seen at a State level. The primary reason tours visit Brisbane is for a holiday (50% domestic tourers and 64% international tourers). However, 47% of domestic and 37% of international tourers stop in Brisbane to visit their friends and relatives. The high proportion of tourers stopping to visit friends and relatives in Brisbane accounts for the large proportion of nights spent in private (e.g. with friends and relatives) in the region. 9% 1 Domestic Tourers 29% 37% Brisbane International Tourers What type of do tourers use? 74% 8% 15% 32% 3 25% 47% A large proportion of international tourers nights are spent in rental (3). Usage of this style of has been bolstered by tourers studying or on a 0% Brisbane Base: Tourers to from 2000 to % Brisbane 2

3 Understanding s Touring Market On average, 317,000 domestic and 142,000 international tourers visit the each year. Tourers represent 9% of all domestic and 17% of all international visitors to the each year. The is the second most popular entry point into for tourers with one in five domestic and international tourers respectively entering via this region. The is often a longer stop on tourers itineraries with domestic tourers spending an average of six nights and international tourers an average of 10 nights in the region. Generally tourers (domestic and international) to the Gold Coast spend all their nights in the same location during their stay. spend more per night ($148) on the Gold Coast, than in in general ($113), as they spend comparatively more on entertainment and. For the same reasons, international tourers also spend more on the ($86) per night than in in general ($76). is more popular with tourers (domestic and international) on the than in any other region. The is more popular with interstate and international visitors, approximately two in five stopping in the region, than with ers (17% stopping on the ). In 2010 tourers directly accounted for approximately 2,650 jobs on the. How many nights, on average, do tourers spend in the region? 10% Domestic Tourers 30% 37% 29% International Tourers What type of do tourers use? 5% 14% 15% 36% 32% (e.g. staying with friends and relatives) is used by approximately one third of domestic and international tourers. This is not surprising as a high proportion (one quarter) of tourers stop to visit friends or relatives on the. The number one reason tourers visit the is for a holiday (74% domestic tourers and 79% international tourers). 0% 26% Base: Tourers to from 2000 to % 25% 34% 3

4 Understanding s Touring Market Sunshine Coast On average, 146,000 domestic and 128,000 international tourers visit the Sunshine Coast each year. Tourers represent 10% of all domestic and 50% of all international visitors to the Sunshine Coast each year. International and domestic tourers both spend an average of six to seven nights on the Sunshine Coast and often all at the one location in the region. Dollars spent by domestic tourers on the Sunshine Coast is on par with the average amongst both domestic and international tourers. most commonly use a private vehicle (85%) to get around the region. tend to prefer a rental vehicle (44%) or private vehicle (3) to travel around the Sunshine Coast. How many nights, on average, do tourers spend in the region? Domestic Tourers International Tourers Sunshine Coast What type of do tourers use? or rental are the most popular forms of used by tourers to the Sunshine Coast. The direct impact of tourers on employment on the Sunshine Coast in 2010 was approximately 1,450 jobs. 27% 37% 29% 20% 18% 15% 3 32% 2 24% 25% 0% Sunshine Coast Sunshine Coast Base: Tourers to from 2000 to

5 Understanding s Touring Market Tropical North The direct impact of tourers on employment in TNQ in 2010 was approximately 3,600 jobs. On average, 275,000 domestic and 155,000 international tourers visit Tropical North each year. Tourers represent 10% of all domestic and 20% of all international visitors to TNQ each year. How many nights, on average, do tourers spend in the region? 26.4 One in five international tourers and 5% of domestic tourers start their tour through in TNQ. Around half of all international tourers that start their tour in TNQ also finish their tour in TNQ The majority of all tourers fly into the region (59% domestic and 52% international tourers). Once in the region domestic tours usually use a private car (72%) to get around and international tourers often use a hire car (37%). Tourers (domestic and international) tend to have longer stays in TNQ, compared with other regions, and often stop in two or three different locations within the region. As a result of domestic and 19% of international tourer nights are spent in the region. Domestic Tourers Tropical North 2 37% International Tourers What type of do tourers use? 10% 32% commonly use private and caravan or style in the region. Hotel style tends to be used more commonly used on shorter stays amongst domestic tourers to TNQ. Backpacker or hotel style are commonly used by international tourers in TNQ. spend more per night ($131) in TNQ than in in general ($113). Similarly international tourers also spend more in TNQ per night ($109) than in any other region. 2% 8% 22% Tropical North 29% 4 17% 15% 24% 19% 25% Tropical North 26% Base: Tourers to from 2000 to

6 Understanding s Touring Market The On average, 79,000 domestic and 95,000 international tourers visit The each year. Tourers represent 17% of all domestic and 44% of all international visitors to The each year. How many nights, on average, do tourers spend in the region? spend more per night ($172) in The than in any other region and normally spend the greatest proportion of their money (40%) on. spend more per night in The ($96) than in in general ($76). 4.4 Domestic Tourers 5.5 International Tourers most commonly choose hotel or style in the. International tourers most commonly opt for rental or backpacker types. What type of do tourers use? The is often a shorter stop on itineraries with the average stay lasting 4.8 nights. In addition, most domestic tourers stay in the one location the whole time they are in the region. Similar to domestic tourers, The is often a short stop for international tourers, yet they are more likely than domestic tourers to stay in more than one location during their time in the region. The direct impact of tourers on employment in The in 2010 was approximately 750 jobs. 1 37% 35% 29% 35% 4% 32% 15% 25% 3 Base: Tourers to from 2000 to

7 Understanding s Touring Market Bundaberg, Central, Darling Downs, Fraser Coast, Mackay, Townsville and Outback. Tourers represent between 15% and 2 of all domestic visitors to annually. From 2000 to 2010, approximately one third of domestic tourer nights and 19% of international tourer nights in were spent in these regions. In particular, few international tourers stay in Bundaberg, the Darling Downs or in Outback. Amongst domestic tourers, the Darling Downs and Outback are usually shorter stops. However, domestic tourers often make multiple short stops during their trip to Outback. On average, the number of nights international tourers spend in the Darling Downs is high. However the average is inflated by a small number of tourers on extensive stays for education or on a working holiday in the region. One quarter of domestic tourers expenditure in occurs in these regions. In Outback and Bundaberg, more money is spent on fuel than any other item (approximately one third of spending). usually spend less per night (under $100 per night) in these regions than in in general ($113 per night). Only a small proportion (1) of international tourers expenditure in occurs in these regions. and private (e.g. with friends or family) are the most common styles of used by domestic travellers across these regions., private and backpacker are popular amongst international tourers to these regions. Driving is the most common method used to get to/from and around these destinations. The direct employment impact that touring had on in 2010 was estimated to be as follows: Fraser Coast 550 jobs; Darling Downs 550 jobs; Bundaberg 250 jobs; Central 600 jobs; Mackay 300 jobs; Townsville 700 jobs; Outback 600 jobs. Average proportion of annual expenditure in Rest of 74% Rest of 86% Townsville 4% Fraser Coast 4% Darling Downs 4% Outback Mackay Bundaberg Central 2% 6% Townsville Fraser Coast 4% Darling Downs Outback 0.5% Mackay Bundaberg 0.9% 0.9% Central Base: Tourers to from 2000 to

8 Understanding s Touring Market Domestic Visitors to (Average visitors from the year ending December 2000 to the year ending December 2010) Brisbane Sunshine Coast Tropical North All Domestic Visitors - Profile Average number of visitors to per year spent in 16.6 million 3.5 million 4.6 million 2.8 million 1.4 million 470, All Domestic Visitors Average Annual Expenditure in Total $11.1 billion $2.8 billion $2.4 billion $1.6 billion $1.4 billion 520 million Per night $147 $178 $153 $139 $175 $225 Domestic Touring Visitors - Profile Average no. of tourers to each region per year % of all domestic visitors to that are tourers spent in 950, , , , ,000 79,000 6% 9% 8% 10% 10% 17% Domestic Touring Visitors Average Annual Expenditure in Total $1.2 billion $277 million $192 million $200 million $182 million $60 million Per night $113 $148 $107 $112 $131 $172 Domestic Touring Visitors Trip Characteristics spent at each stop n/a Accommodation where tourers spend the most nights or caravan and Average number of stops in Please note that information in this report has been calculated using ABS statistical regions and that there are some differences between RTO regions and ABS statistical regions. 8

9 Understanding s Touring Market Domestic Visitors to (Average visitors from the year ending December 2000 to the year ending December 2010) All Domestic Visitors - Profile Fraser Coast Bundaberg Central Qld Mackay Townsville Darling Downs Outback Average number of visitors to per year spent in 16.6 million 754, , million 621, , million 466, All Domestic Visitors Average Annual Expenditure in Total $11.1 billion $302 million $163 million $505 million $286 million $470 million $386 million $193 million Per night $147 $104 $84 $120 $120 $136 $98 $86 Domestic Touring Visitors - Profile Average no. of tourers to per year % of all domestic visitors to that are tourers spent in 950, ,000 92, ,000 95, , , ,000 6% 15% 17% 17% 15% 1 15% Domestic Touring Visitors Average Annual Expenditure in Total $1.2 billion $51 million $25 million $76 million $32 million $54 million $47 million $41 million Per night $113 $87 $62 $94 $83 $97 $78 $71 Domestic Touring Visitors Trip Characteristics spent at each stop n/a Accommodation where tourers spend the most nights Average number of stops in

10 Understanding s Touring Market International Visitors to (Average visitors from the year ending December 2000 to the year ending December 2010) Brisbane Sunshine Coast Tropical North All International Visitors - Profile Average number of visitors to per year spent in 2 million 809, , , , , All International Visitors Average Annual Expenditure in Total $3.4 billion $892 million $960 million $171 million $991 million n/a Per night $106 $129 $84 $80 $163 n/a International Touring Visitors - Profile Average no. of tourers to each region per year % of all international visitors to that are tourers spent in 360, , , , ,000 95,000 18% 17% 28% 50% 20% 44% International Touring Visitors Average Annual Expenditure in Total $737 million $121 million $208 million $66 million $192 million $50 million Per night $76 $86 $70 $77 $109 $96 International Touring Visitors Trip Characteristics spent at each stop n/a Accommodation where tourers spend the most nights Caravan and or rental or rental or rental Caravan and Average number of stops in n/a information not available 10

11 Understanding s Touring Market International Visitors to (Average visitors from the year ending December 2000 to the year ending December 2010) All International Visitors - Profile Fraser Coast Bundaberg Central Qld Mackay Townsville Darling Downs Outback Average number of visitors to per year spent in 2 million 190,000 44, ,000 47, ,000 38,000 33, International Touring Visitors - Profile Average no. of tourers to per year % of all international visitors to that are tourers spent in 360,000 99,000 29,000 70,000 35,000 74,000 23,000 23,000 18% 52% 65% 60% 7 55% 6 69% International Touring Visitors Average Annual Expenditure in Total $737 million $26 million $7 million $20 million $7 million $25 million $11 million $4 million Per night $76 $68 $31 $56 $58 $61 $41 $36 International Touring Visitors Trip Characteristics spent at each stop n/a Accommodation where tourers spend the most nights or rental Average number of stops in Driving includes using a private or company car, rental car long distance road travel and using a campervan or motor-home. 2 Leisure includes holidays (including sporting events, shopping, entertainment and special events and accompanying conference/convention attendees) and visiting friends and relatives. 11

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