Press Conference International Tourism Research Centre Institute for Tourism Studies, Macao. 21 October 2011

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Bryce Jennings
8 years ago
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1 Macao VisitorProfile Study Press Conference International Tourism Research Centre Institute for Tourism Studies, Macao 21 October About the VPS Methodology Data comes from quarterly field surveys of visitors Conducted between Q4 9 to Q2 A sample size of 5,16 visitors Location interviews are carried out at popular tourist attractions and border entry points 2 1

quarterly field surveys of visitors Conducted between Q4 9 to Q2 A sample size of 5,16

2 Outline of Presentation Length of Stay Longest and shortest Purpose of visit Trip arrangement Frequency of visit Source market Tourism Activities of non gambling visitors source market Willingness to revisit Purpose of visit Trip arrangement Frequency of visit Source market 3 Major Findings Trip characteristics The average length of stay for VFR is the longest, on average 3.1days with 81% stay over 1 day. While those visit Macao for shopping has the shortest length of stay. Length of Stay by Purpose of Visit More than 4 2

Trip characteristics The average length of stay for VFR is the longest, on average 3.1days with 81% stay over 1 day.

3 Major Findings Trip characteristics Non-FIT (average 2.5 days) with 88% stay over 1 day; First time visitors (average 2.6 days) with 79% stay over 1 day 36 Length of Stay by trip arrangement More than FIT Non FIT 41 Length of Stay by frequency of visit More than First time Repeat 5 Major Findings Trip characteristics Visitors from Taiwan and S E Asian visitors with 9% and 89% stay over 1 day respectively. Those from Hong Kong stay the shortest with 41% are same day visitor Length of stay by Source Market More than 2 days Hong Kong Taiwan, Other Asian countries countries 6 3

than First time Repeat 5 Major Findings Trip characteristics Visitors from Taiwan and S E Asian visitors with 9% and 89% stay over 1 day respectively.

4 Major Findings Non gambling activities Shopping and cuisine are the main activities of visiting Macao. There are seasonal fluctuations for the overall trend of MICE business and shows, concerts and special events. The proportions of visitors who undertake the following activities MICE Business % Q4 Q1 Q2 Q3 Q4 Q1 Q2 Shows, Concerts and Special events Attractions and Heritage 7 Major Findings Non gambling activities 9 Q4 Q1 Q2 Q3 Q4 Q1 Q2 MICE Business Hong Kong Taiwan, S E Asian Grand total Shows, Concerts and Special events Hong Kong Taiwan, S E Asian Grand total Attractions and Heritage Hong Kong Taiwan, S E Asian Grand total As for MICE business, the proportion of Taiwanese visitors increased by 57% year on year for Q2. As for the Shows, Concerts and Special Events, there is a steady growing trend among visitors from Hong Kong and Taiwan. For Q2, the proportion increased by 25% and 2% year on year respectively. As for Heritage attractions, ti visitors from SE Asian and countries showed the most significant increase with a year on year growth of % and 38% respectively. 8 4

The proportions of visitors who undertake the following activities 5 37 44 45 45 MICE Business % 27 15 8 7 7 5 5 5 3 4 9 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Shows, Concerts and Special events Attractions and

5 Major Findings Willingness to visit Macao again (in percentage) Unlikely Likely Total There are only 4% of the total respondents showing unwillingness to visit Macao again. The most unlikely to revisit Macau are those visitors who visit attractions and MICE business as purpose of visit, non FIT, first time, and visitors from Taiwan, SE Asian, western countries Purpose of visit Attractions 7 93 Shopping 4 96 VFR 3 97 Pleasure 4 96 Cuisine 2 98 Gambling 2 98 Business 7 93 Trip type FIT 3 97 Non FIT 9 Frequency of visit First time 9 91 Repeat 3 97 Source Market 4 96 Hong Kong 2 98 Taiwan, 8 92 S E Asian countries 8 92 countries Implications Results show that visitors from Taiwan and S E Asia stay the longest and more of them among those who appear to be unlikely to revisit Macau. However, the trend shows that the former has an increase interest to attend the MICE business while hl the latter has an interest to visit world heritage attractions. It would be beneficial to putting more effort in promoting the MICE business and world heritage activities to meet their interest accordingly. As per the current trend in tourism activities by overall visitors, there is a potential to diversify the tourism activities by increasing effort to promote shows and concerts because there is a steady growth in the year on year trend especially among visitors from, Hong Kong and Taiwan,. 5

of visit Attractions 7 93 Shopping 4 96 VFR 3 97 Pleasure 4 96 Cuisine 2 98 Gambling 2 98 Business 7 93 Trip type FIT 3 97 Non FIT 9 Frequency of visit First time 9 91 Repeat 3 97 Source Market 4 96

6 Implications As those with the primary purpose of visiting attraction are unlikely to revisit Macau, the government and tourist board and the industry should work together to develop more attractions so as to retain this market. Relatively, non FIT visitors stay longer than FIT visitors, but about % of them are unlikely to visit Macau again. There is a need to attract them by diversifying tourism activities in addition i to the existing i tour package. Contact Us International Tourism Research Centre Institute for Tourism Studies, Macao TEL: FAX: itrc@ift.edu.mo WEBSITE:

Relatively, non FIT visitors stay longer than FIT visitors, but about % of them are unlikely to visit Macau again.

ITRC announces latest updates of its Visitor Profile Study (VPS)

Thursday, 3 April 2014 ITRC announces latest updates of its Visitor Profile Study (VPS) IFT Tourism Research Centre (ITRC) is releasing today the most updated results of its Macao Visitor Profile Survey