obtaining and applying tourism research to your business · today’s presentation destination nsw...

Obtaining and

Applying Tourism

Research to Your

Business

March 2012

Presented by Amanda Coghlan

Strategic Insights Analyst

Destination NSW

Today’s Presentation

Destination NSW introduction

Explaining data sources

Global tourism trends

Domestic travel to NSW and Northern Rivers

Overseas travel by Australian’s

International visitors to NSW and Northern Rivers

Available research

Understanding regional snapshots

Understanding local government profiles

Discussion: How can this help your business

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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.

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Destination NSW

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

What do we ask in the survey?

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• 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….

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Travel Trends – Market Overview

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World Tourism Arrivals Growth

Source: UNWTO

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World Tourism Arrivals Growth

Source: UNWTO

9

54%

82%

46%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

NSW Northern Rivers

VISITORS NIGHTS

2011 Visitor Market

Domestic Overnight International

Source: National and International Visitor Surveys

10

Regional NSW and Northern Rivers Domestic Overnight Visitors (000’s)

Source: National Visitor Survey

11

Regional NSW and Northern Rivers Visitor Nights (000’s)


Visitors to the Northern Rivers – Where are they from?

QLD, 38% QLD, 44%

Other Reg NSW, 19%

Other Reg NSW, 20%

Sydney, 20% Sydney, 14%

Nthn Rivers, 14% Nthn Rivers, 12%

Other States, 8% Other States,

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2001 2011


13

Purpose of Visit: Northern Rivers

VISITORS NIGHTS


2007 - 2011

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Accommodation Nights in Northern Rivers


2007 - 2011

0

2,000

4,000

6,000

8,000

10,000

12,000

Friends orrelativesproperty

Caravanpark or

campingground

Hotel,resort,

motel ormotor inn

Rentedhouse,

apartment,flat or unit

Caravanor

campingprivate

Ownproperty

Guesthouse or

B&B

Other

Main Activities Northern Rivers

15

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Activities

Source: National Visitor Survey 2011

16

New Zealand

Indonesia

USA

Thailand UK

Challenges for Domestic Tourism – Overseas Travel

China

Source: ABS Overseas Arrivals and Departures

17

International Trends –

Visitors to Regional NSW and Northern Rivers

Regional NSW

Average Annual Growth = +2%

Source: International Visitor Survey

Northern Rivers

Average Annual Growth = 0%

18 18

84%

82%

84%

85%

88%

90%

92%

92%

92%

93%

95%

16%

19%

16%

15%

12%

10%

9%

9%

8%

7%

5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

All Markets to NSW

Singapore

Thailand

Taiwan

Malaysia

China

Indonesia

Hong Kong

Japan

Korea

India

Sydney Regional NSW

Eastern Markets - Dispersal

Visitor Nights Spent in Sydney in Regional

NSW


19 19

84%

68%

71%

72%

75%

75%

75%

75%

75%

81%

82%

85%

16%

32%

30%

28%

25%

25%

25%

25%

25%

19%

18%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Total markets to NSW

Netherlands

Switzerland

Canada

Germany

New Zealand

USA

Scandinavia

United Kingdom

France

Ireland

Italy

Sydney Regional NSW

Western Markets - Dispersal Visitor Nights Spent in Sydney


in Regional

NSW

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


51,242

23,57424,066

27,38826,983

29,27229,907

170,423

83,86272,031

66,28355,737

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

Byron Bay

Newcastle

Blue Mountains

Coffs Harbour

Port Macquarie

Wollongong

Port Stephens

Shoalhaven

Bega Valley

EurobodallaTweed

Gosford

International Overnight Visitors to Regional NSW

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FORECAST SLIDE

Forecasts – Nights in Australia

Domestic

International

Source: Tourism Forecasting Committee

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FORECAST SLIDE

Forecasts – Nights in Australia

Domestic

International

Source: Tourism Forecasting Committee

23

Available Research – What can I do with it all?

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Destination NSW Website

www.destinationnsw.com.au

Destination NSW Website

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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


http://www.destinationnsw.com.au/

26

Northern Rivers Snapshot

Domestic Overnight

Visitors and Nights Trends

In the past year both

domestic visitors and nights

increased.


27


Australian Travel Mindsets

Almost half of the domestic

overnight visitors to the

Northern Rivers are

compatriots:

(Mostly family travellers)


28


There were a total of

5,611,000 visitors to the

Northern Rivers in 2011.

(Combination of domestic

overnight, international and

day trip visitors)


29


International Origin

26.9% of visitors to the

Northern Rivers are from the

UK. This has decreased

from 29.8% in 2010.


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NEW: Tweed Local Government Area Profile


31


Domestic Overnight

Tweed compared with total

NSW

Average spend per visitor to

Tweed = $461

Average spend per visitor to

NSW = $532


32


Domestic Overnight Purpose of Visit

Tweed is a popular holiday destination.

More than half (56.6%) of visitors are

there for a holiday compared with only

43.9% in total NSW.

Tweed is less of a business destination

than other NSW destinations.


33


Domestic Accommodation Nights

The most popular accommodation

option in Tweed LGA is staying with

friends and relatives.

However visitors to Tweed are more

likely to spend nights in caravan and

camping accommodation than are

visitors to other parts of NSW


34


Domestic Day Trips

More than half the day trip visitors are

on holiday. Only 3.4% are in Tweed for

business.


35


Domestic Day Trips

The largest age group to take day trips

to Tweed are aged 65 years and over.


36


International Visitors

The top two markets to visit Tweed are

New Zealand and United Kingdom.

These markets are more likely to visit

Tweed than other parts of NSW.


37


International Travel Party

Almost half the international visitors are

likely to be travelling on their own.


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Examples of reports available at www.destinationnsw.com.au

Tourism and the

NSW Economy

Aviation

Performance

Wine and Food

Tourism in NSW


Opportunities to work with us

Prospectus

39

Download from

destinationnsw.com.au

Help grow your tourism

business or event.

Resources and activities for

industry to participate in.


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How Can

Businesses Use

This Data?

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