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Tourism Western Australia

AUSTRALIA’S GOLDEN OUTBACK

OVERNIGHT VISITOR FACT SHEET 2014 / 2015 / 2016

Australia’s Golden Outback – Three Year Annual Average – YE Dec 2014/15/16 Tourism Western Australia

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All data is sourced from Tourism Research Australia’s National and International Visitor Surveys unless stated otherwise.

The estimates of visitor number and nights in this fact sheet are based on information obtained from Tourism Research Australia’s National and International Visitor Surveys (NVS and IVS respectively) - a sample of visitors coming to or travelling within Western Australia. As with all surveys, the estimates are subject to sampling variability. This means the survey results may vary from the results that would have been produced if all visitors had been interviewed in a census. Interstate estimates are based on smaller sample sizes than either the intrastate or international measures, and can fluctuate significantly. To increase the sample size and hence improve the reliability of the data, estimates in this document are based on an average of the past three calendar years (2014, 2015 and 2016). It is recommended by Tourism WA that the visitation statistics in this fact sheet are used in conjunction with other information sources that you have access to. This might include population statistics from the Australian Bureau of Statistics, feedback from local operators, information from local Visitor Centres, data from local councils etc.

PLEASE NOTE: In January 2014, the NVS methodology was improved to bring the survey sample more in line with the Australian population. Consequently, domestic estimates for 2014 onwards are not comparable to estimates for 2013 and prior. More information on the change to the NVS methodology is available here on the Tourism WA corporate website. In September 2016, TRA confirmed there was a methodology issue with the NVS impacting the domestic estimates for all States and Territories. TRA have now corrected the issue and all domestic estimates from the commencement of the dual frame data collection (2014 to 2016) have been back cast and reissued. Revisions have been made for all States and Territories and across all purposes of travel, although WA was one of the most impacted States. 2014 and 2015 estimates have seen the most significant revisions; only minor revisions were required for the 2016 estimates as they were not as impacted by the methodology issue. By correcting this methodology issue the revised estimates, and estimates produced by the NVS moving forward, more accurately reflect the Australian population and domestic travel across the country.

AUSTRALIA’S GOLDEN OUTBACK VISITOR SAMPLE SIZE

YE Dec 2014/15/16 Sample Size 95% Confidence Intervals

Visitors Visitor Nights

Intrastate Visitors 1,126 ±6.4% ±9.4%

Interstate Visitors 181 ±17.0% ±19.6%

International Visitors 1,073 ±8.1% ±17.4%

Note: estimates in this factsheet need to be considered within the Confidence Intervals in this table. Data has not

been provided where the Sample Size is less than 40 or the Confidence Interval is greater than ±50% (highlighted in red).

http://www.tourism.wa.gov.au/Research-Reports/Facts-Profiles/Pages/Changes.aspx


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AUSTRALIA’S GOLDEN OUTBACK OVERNIGHT VISITOR SUMMARY

% Change 3 Year

AAGR* YE Dec 2015 YE Dec 2016 YE Dec 2016

– YE Dec 2015

Total

Visitors 1,141,500 1,191,900 4.4% 2.5%

Nights 5,933,200 5,768,700 -2.8% -0.6%

Domestic Total

Visitors 1,095,000 1,134,000 3.6% 2.1%

Nights 5,112,000 4,868,000 -4.8% -0.6%

Intrastate

Visitors 965,000 988,000 2.4% 1.5%

Nights 4,077,000 3,996,000 -2.0% -1.0%

Interstate

Visitors 130,000 146,000 12.3% 7.2%

Nights 1,035,000 872,000 -15.7% 1.3%

International

Visitors 46,500 57,900 24.6% 10.8%

Nights 821,200 900,700 9.7% -0.8%

SOURCE OF OVERNIGHT VISITORS (2014 / 2015 / 2016 AVERAGE)

84%

12%

4%

Intrastate

Interstate

International


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INTRASTATE VISITOR SUMMARY

WESTERN AUSTRALIANS TRAVELLING TO / WITHIN AUSTRALIA’S

GOLDEN OUTBACK

BASED ON VISITOR NUMBERS – ANNUAL AVERAGE OF 2014, 2015 & 2016

Please Note:

Purpose of Visit is a multiple response question. Totals may not add up to 100%.

For Purpose of Visit, FIFO trips are included in the “Business” category. “Other” includes education, employment, personal appointment (e.g. medical), and all other purposes.

For Travel Party Description, “Other” includes business associates, school groups, and sporting groups or other groups/clubs.

45%

31%

21%

4%

0%

10%

20%

30%

40%

50%

Business Holiday VFR Other

Purpose of Visit*

30%

23%18%

18%

10%

1%

Travel Party Description

Travelling alone

Business

Friends / relatives

Adult couple

Family group

Other

68%

32%

Gender

Male

Female

11%

40%35%

14%

Age Group

15-24 Years

25-44 Years

45-64 Years

65+ Years


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INTERSTATE VISITOR SUMMARY OTHER AUSTRALIANS TRAVELLING TO AUSTRALIA’S GOLDEN

OUTBACK

BASED ON VISITOR NUMBERS – ANNUAL AVERAGE OF 2014, 2015 & 2016 Please note: Small sample size, caution should be used when reporting these estimates due to lower levels of reliability.

*Please Note:




65%

35%

Gender

Male

Female

7%

34%

39%

24%

Age Group

15-24 Years

25-44 Years

45-64 Years

65+ Years

35%

27%

12%

12%

11%

4%


Travelling alone

Adult couple

Business

Family group

Friends / relatives

Other

40%

29%

19%

14%

0%

10%

20%

30%

40%

50%

Business Holiday VFR Other

Purpose of Visit*


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INTERNATIONAL VISITOR SUMMARY INTERNATIONAL VISITORS TRAVELLING TO AUSTRALIA’S GOLDEN

OUTBACK

BASED ON VISITOR NUMBERS – ANNUAL AVERAGE OF 2014, 2015 & 2016

* Please Note:




55%45%

Gender

Male

Female

17%

37%

32%

14%

Age Group

15-24 Years

25-44 Years

45-64 Years

65+ Years

50%

29%

13%

6%

1% 0%


Travelling alone

Adult couple

Friends / relatives

Family group

Business

Other

73%

17%

5%10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Holiday VFR Business Other

Purpose of Visit*


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TOP FIVE INTERNATIONAL MARKETS TO AGO VISITOR COUNTRY OF ORIGIN

Please note: Base for % is from total estimated International visitor numbers to Australia’s Golden Outback.

YE Dec 2014/15/16 YE Dec 2014/15/16

Average Annual Visitors %

United Kingdom 8,900 18%

New Zealand 7,700 15%

Germany 5,700 11%

France 2,900 6%

Switzerland 2,600 5%

TOP THREE VISITOR ACCOMMODATION IN AGO Please note:

Accommodation is a multiple response question. Totals may not add up to 100%.

Base for % is from total estimated Intrastate, Interstate and International visitor numbers to Australia’s Golden Outback.

YE Dec 2014/15/16

%

Estimated Intrastate Visitors

Friends or relatives property 23%

Hotel/resort/motel or motor Inn 22%

Caravan or camping - non commercial 20%

Estimated Interstate Visitors



Caravan park or commercial camping ground 16%

Estimated International Visitors


Caravan park or commercial camping ground 22%


AVERAGE ROOM OCCUPANCY RATES IN AGO

HOTELS, MOTELS AND SERVICED APARTMENTS WITH 15+ ROOMS

Month 2014 2015 2016

January 42.3% 40.5% 41.7%

February 48.8% 47.2% 45.5%

March 52.7% 46.3% 47.9%

April 50.5% 44.7% 50.2%

May 50.9% 46.7% 51.8%

June 47.5% 43.9% 51.7%

July 44.6% 43.7% -

August 49.1% 48.3% -

September 55.0% 56.8% -

October 54.4% 58.7% -

November 49.2% 51.5% -

December 40.1% 41.8% -

Annual Average 48.7% 47.5% 48.1% Source: Australian Bureau of Statistics, 8635.0 Tourist Accommodation, Australia, 2014-15


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TOP FIVE LEISURE ACTIVITIES Please note:

Leisure Activities is a multiple response question. Totals may not add up to 100%.

Base for % is from total estimated Intrastate, Interstate and International visitor numbers to Australia’s Golden Outback.

International visitors may have undertaken the activity in the region or elsewhere in Australia.

YE Dec 2014/15/16 YE Dec 2014/15/16

Average Annual Visitors

%


Eat out / dine at a restaurant and/or cafe 330,000 34%

Visit friends & relatives 253,700 26%

Pubs, clubs, discos etc 186,000 19%

Sightseeing/looking around 166,300 17%

Go to the beach 134,000 14%




Pubs, clubs, discos etc 25,000 19%

Go shopping for pleasure 19,300 14%





Go shopping for pleasure 38,400 76%


Visit national parks / state parks 36,000 71%


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TOP 5 LOCAL GOVERNMENT AREAS (LGAs) VISITED Please note:

C=City, S= Shire, T=Town

Np= data not publishable due to small sample size

YE Dec

2014/15/16 YE Dec

2014/15/16

Average Annual Visitors

%


Esperance (S) 177,000 18%

Kalgoorlie/Boulder (C) 149,000 15%

Leonora (S) 87,000 9%

Ravensthorpe (S) 54,700 6%

Meekatharra (S) 41,300 4%


Dundas (S) 63,300 40%



np np np

np np np




Kondinin (S) 7,700 15%

Dundas (S) 5,800 11%

Ravensthorpe (S) 3,000 6%

FACT SHEET SOURCES

TOURISM RESEARCH AUSTRALIA - NATIONAL VISITOR SURVEY o Overnight Domestic Visitors Definition: Australian residents aged 15 years and

over who spent at least one night away from home

o Intrastate Daytrip Visitor Definition: Western Australia residents aged 15 years and over who travel for a round trip distance of at least 50km, are away for home for at least 4 hours, and 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 leisure.

TOURISM RESEARCH AUSTRALIA - INTERNATIONAL VISITOR SURVEY o Overnight International Visitors Definition: International visitors aged 15 years

and over who spent at least one night in the region

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