Tourism Western Australia Fast Facts Library...Page 4 Fast Facts Year Ending June 2015 Total...

Tourism Western Australia

Fast Facts Year Ending June 2015

Prepared by the Research Team

September 2015


PLEASE NOTE

Changes to National Visitor Survey Methodology

Tourism Research Australia’s (TRA) National Visitor Survey (NVS) commenced in 1998. Between 1998 and

2013, all interviews were undertaken with respondents on residential fixed-line telephones using Computer

Assisted Telephone Interviewing (CATI).

The mobile phone only population in Australia has increased substantially in recent years, particularly for

younger age groups. Latest estimates indicate that 30% of those aged 15-24 years and 47% of those aged 25-

34 years are mobile only.

Given this, to provide better coverage of the Australian population, TRA introduced mobile phone interviewing

as of 2 January 2014. As of 2014, 50% of the NVS sample is interviewed on fixed-lines, and 50% on mobile

phones, also known as a ‘dual-frame sample’ methodology. Therefore, in this publication, Year Ending (YE)

June 2014 NVS data is based on two quarters of fixed-line only sample (July – December 2013) and two-

quarters of dual frame sample (January to June 2014), while YE June 2015 NVS data is completely based on

dual frame sample.

Analysis by TRA has revealed that people interviewed on mobile phones are different to people interviewed

on landlines in terms of their demographic profile and travel behaviour. Most notably, people interviewed on

mobile phones are more likely to be younger and to take more trips. The inclusion of mobile phone

interviewing has improved visitation estimates by bringing the sample more in line with the Australian

population. However, the change in methodology means that domestic estimates from the March quarter of

2014 and onwards are not directly comparable to domestic estimates from previous quarters. Therefore,

domestic estimates for YE June 2015 are not directly comparable to domestic estimates for YE June

2014. It is important to keep this change in methodology in mind when looking at changes over time in the

NVS results.

Confidence Intervals and Sample Sizes

Note that estimates in this document are based on survey data and need to be considered within these

Confidence Intervals (CI) for Western Australia YE June 2015 estimates:

Intrastate CI: Spend ± 5.0%, Visitors ± 4.3%, Nights ± 6.3% Interstate CI: Spend ± 5.0%, Visitors ± 9.8%, Nights ± 9.9% International CI: Spend ± 6.1%, Visitors ± 3.6%, Nights ± 5.9% Intrastate Daytrip CI: Spend ± 7.2%, Visitors ± 4.6

Sample Sizes for Western Australia the YE March 2015 estimates are outlined below:

Intrastate Visitors: n= 3,097 Interstate Visitors: n= 580 Domestic Spend: n= 3,394 International: Spend n= 5,121, Visitors n= 5,910 Intrastate Daytrip: Spend n= 2,180, Visitors n= 2,180


Total Visitors to/within Western Australia Market Overview

Total Visitor Estimates – Western Australia

Year ending June 2015

$8.7 billion Spend

Total Overnight Visitor Estimates – Western Australia

Year ending June 2015

$6.8 billion Spend 8.8 million Visitors 66.6 million Nights

International Visitors

$2,277 m spend

835,200 visitors

28,981,000 nights

Interstate Visitors

$1,230 m spend

1,233,000 visitors

10,883,000 nights

Caution: the interstate figures from the NVS have reliability issues

due to small sample size.

Intrastate Visitors

$3,291 m spend

6,685,000 visitors

26,765,000 nights

Intrastate Daytrips

$1,898 m spend

17,560,000 daytrips


Total Visitors to/within Western Australia Market Overview

Spend (+) 5.1% Visitors (+) 13.2%

$8,696 million in spend

$330 average spend per visitor

10.4% of visitor spend in Australia

26.3 million visitors (including both overnight visitors and daytrips)

10.5% of visitors to/within Australia

Visitor Nights (+) 9.9% Source Markets

66.6 million nights

7.6 nights on average

12.1% of visitor nights in Australia

Purpose of Visit Visitor Dispersal

6,332

7,2837,487

8,274

8,696

5,500

6,000

6,500

7,000

7,500

8,000

8,500

9,000

2010-11 2011-12 2012-13 2013-14 2014-15

Estimated Spend ($m)

19.6

20.9

22.0

23.2

26.3

18

19

20

21

22

23

24

25

26

27

2010-11 2011-12 2012-13 2013-14 2014-15

Estimated Visitors (Million)

International3% Interstate

5%

Intrastate Overnight

25%

Intrastate Daytrip

67%

By Visitors

47.3

53.1

58.0

60.6

66.6

44

49

54

59

64

69

2010-11 2011-12 2012-13 2013-14 2014-15

Estimated Nights (Million)

17.4%

8.4%

1.5%26.8%

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Holiday VFR Business Other

Vis

ito

rs (

'00

0)

2013-14

2014-15

21%

60%

7%

6%

8%


Overnight Visitors to Western Australia Market Overview

Spend (+) 3.2% Visitors (+) 11.1%



10.4% of overnight visitor spend in Australia

8.8 million visitors

9.6% of overnight visitors in Australia


66.6 million nights


12.1% of visitor nights in Australia


5,053

5,8316,013

6,590

6,798

4,800

5,300

5,800

6,300

6,800

7,300

2010-11 2011-12 2012-13 2013-14 2014-15


6.2

6.8

7.3

7.9

8.8

5.6

6.1

6.6

7.1

7.6

8.1

8.6

9.1

2010-11 2011-12 2012-13 2013-14 2014-15

Estimated Visitors (Million)

International10%

Interstate14%

Intrastate Overnight

76%

By Visitors

47.3

53.1

58.0

60.6

66.6

44

49

54

59

64

69

2010-11 2011-12 2012-13 2013-14 2014-15


3.0%

7.7%

25.1%

20.8%

-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000


Vis

ito

rs (

'00

0)

2013-14

2014-15

27%

46%

10%

14%

10%


International Visitors to Western Australia Market Overview

Spend (+) 1.2% Visitors (+) 4.4%


$2,727 average spend per visitor

10.8% of international spend in Australia

835,200 visitors

12.7% of international visitors to Australia


29.0 million nights


12.3% of international visitor nights in Australia


1,868

2,082

2,2062,250 2,277

1,500

1,600

1,700

1,800

1,900

2,000

2,100

2,200

2,300

2,400

2010-11 2011-12 2012-13 2013-14 2014-15


710.4

731.6746.0

799.7

835.2

660

680

700

720

740

760

780

800

820

840

860

2010-11 2011-12 2012-13 2013-14 2014-15

Estimated Visitors ('000)

United Kingdom

17%

Singapore10%

New Zealand

9%

Malaysia9%United

States of America

7%

China5%

Germany4%

Indonesia3%

Ireland3%

Japan3%

Other Asia12%

Other Europe

10%

Other Countries

8%

By Visitors

22.5

25.9

28.027.5

29.0

20

21

22

23

24

25

26

27

28

29

30

2010-11 2011-12 2012-13 2013-14 2014-15


8.3%1.6%

-8.4%3.2%

0

50

100

150

200

250

300

350

400


Vis

ito

rs (

'00

0)

2013-14

2014-15

17%

94%

7%

9%

6%


International Visitors to Western Australia Market Overview Cont.

VISITOR SPEND FROM THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA

(RANKED BY SPEND - $ MILLIONS)

Western Australia Australia

Country of Residence

Rank YE

Jun-14 YE

Jun-15 %

Change 3 Year AAGR

Rank YE

Jun-14 YE

Jun-15 %

Change 3 Year AAGR

UK 1 334 312 -6.7% -3.8% 2 1,894 1,927 1.7% 3.6%

China 2 180 205 13.9% 16.7% 1 3,542 4,778 34.9% 23.5%

Malaysia 3 166 196 17.8% 9.1% 6 792 832 5.0% 7.0%

Singapore 4 199 177 -11.1% 13.5% 5 785 868 10.5% 7.6%

NZ 5 150 147 -2.4% -11.7% 3 1,507 1,623 7.7% 3.1%

USA 6 111 125 12.6% 8.2% 4 1,209 1,289 6.6% 2.8%

Ireland 7 124 106 -15.1% -12.9% 18 395 330 -16.5% -18.7%

Hong Kong 8 72 88 22.9% 14.6% 7 674 783 16.3% 12.8%

Germany 9 84 77 -8.9% 8.0% 11 591 587 -0.6% 5.3%

Indonesia 10 75 67 -10.1% -10.3% 15 509 439 -13.8% -2.8%

Japan 11 62 66 6.9% 9.5% 10 713 676 -5.2% -5.6%

Korea 12 64 62 -3.7% -2.9% 8 742 771 3.9% -5.8%

Taiwan 13 49 58 17.3% 4.8% 12 456 509 11.6% 4.8%

France 14 66 57 -12.9% -8.4% 13 440 493 12.0% 9.3%

Philippines 15 46 51 10.5% 2.4% 17 311 336 8.1% 12.7%

South Africa 16 45 51 12.5% -8.2% 25 158 137 -13.4% -15.3%

India 17 32 51 60.4% 16.0% 9 484 697 44.0% 18.2%

Italy 18 41 43 4.1% 16.2% 19 327 281 -14.1% 4.6%

Scandinavia 19 40 39 -3.4% -9.6% 16 315 366 16.3% 7.0%

Switzerland 20 26 32 23.3% 19.9% 22 169 200 18.6% 1.9%



VISITORS OF THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA

(RANKED BY VISITORS)

Western Australia Australia

Country of Residence

Rank YE

Jun-14 YE

Jun-15 %

Change 3 Year AAGR

Rank YE

Jun-14 YE

Jun-15 %

Change 3 Year AAGR

UK 1 154,000 142,800 -7.3% 0.9% 3 627,100 629,300 0.4% 3.3%

Singapore 2 75,000 83,500 11.3% 18.9% 5 318,500 325,200 2.1% 8.2%

NZ 3 76,100 79,200 4.1% -1.1% 1 1,115,10

0

1,153,70

0

3.5% 3.9%

Malaysia 4 64,400 75,200 16.8% 13.1% 7 277,500 293,400 5.7% 14.1%

USA 5 55,000 57,100 3.8% 6.3% 4 500,200 543,500 8.7% 8.9%

China 6 35,600 41,300 16.0% 14.5% 2 710,200 864,200 21.7% 16.1%

Germany 7 32,200 32,400 0.6% 11.8% 11 173,200 181,200 4.6% 7.2%

Indonesia 8 29,400 27,000 -8.2% -1.1% 12 133,300 136,900 2.7% 5.8%

Ireland 9 26,000 25,200 -3.1% 1.8% 18 73,500 71,800 -2.3% -3.1%

Japan 10 21,800 23,500 7.8% 10.3% 6 298,000 297,200 -0.3% -1.3%

India 11 14,300 20,400 42.7% 23.4% 8 172,600 207,000 19.9% 17.2%

France 12 19,300 18,500 -4.1% -3.3% 15 109,100 113,100 3.7% 5.2%

Hong Kong 13 17,100 18,300 7.0% 2.8% 10 181,100 186,500 3.0% 9.8%

Canada 14 18,000 17,300 -3.9% 4.0% 13 127,400 134,700 5.7% 6.8%

South Africa 15 19,000 15,900 -16.3% -5.8% 24 50,300 45,900 -8.7% -12.4%

Scandinavia 16 13,000 14,600 12.3% -3.6% 17 93,600 94,800 1.3% 3.4%

Italy 17 11,100 14,000 26.1% 20.1% 20 71,000 69,700 -1.8% 3.6%

Philippines 18 10,500 13,600 29.5% 19.6% 16 80,700 98,600 22.2% 19.8%

Korea 19 11,200 13,000 16.1% -0.4% 9 183,700 197,200 7.3% 3.4%

Taiwan 20 11,600 12,500 7.8% 1.2% 14 108,800 113,700 4.5% 7.7%



Market Share - Spend Estimates

(Ranked by overall spend estimates, YE June 2015)

Rank Country of Residence YE Jun-13 YE Jun-14 YE Jun-15

1 UK 18.7% 17.7% 16.2%

2 China 4.8% 5.1% 4.3%

3 Malaysia 22.6% 21.0% 23.5%

4 Singapore 18.3% 25.4% 20.4%

5 NZ 12.3% 10.0% 9.0%

6 USA 8.7% 9.2% 9.7%

7 Ireland 27.9% 31.5% 32.0%

8 Hong Kong 10.9% 10.6% 11.2%

9 Germany 12.4% 14.3% 13.1%

10 Indonesia 18.0% 14.7% 15.3%

Market Share - Visitor Estimates

(Ranked by overall visitor estimates, YE June 2015)

Rank Country of Residence YE Jun-13 YE Jun-14 YE Jun-15

1 UK 23.8% 24.6% 22.7%

2 Singapore 21.3% 23.5% 25.7%

3 NZ 7.6% 6.8% 6.9%

4 Malaysia 26.1% 23.2% 25.6%

5 USA 11.0% 11.0% 10.5%

6 China 4.9% 5.0% 4.8%

7 Germany 16.4% 18.6% 17.9%

8 Indonesia 22.6% 22.1% 19.7%

9 Ireland 31.8% 35.4% 35.1%

10 Japan 6.3% 7.3% 7.9%


Interstate Visitors to Western Australia Market Overview*

Spend (-) 20.9% Visitors (-) 2.1%



5.8% of interstate spend in Australia


4.6% of interstate visitors in Australia


10.9 million nights


8.0% of interstate visitor nights in Australia


*Estimates are based on a sample size of 580 and must be considered with the following confidence intervals: Spend ± 5.0%, Visitors ± 9.8%, Nights ± 9.9%

996

1,335

1,272

1,554

1,230

900

1,000

1,100

1,200

1,300

1,400

1,500

1,600

2010-11 2011-12 2012-13 2013-14 2014-15


1,047

1,106

1,221

1,2601,233

950

1,000

1,050

1,100

1,150

1,200

1,250

1,300

2010-11 2011-12 2012-13 2013-14 2014-15


New South Wales31%

Victoria28%

Queensland24%

South Australia

10%

Tasmania2%

Northern Territory

3%

ACT2%

By Visitors

8.1

8.7

11.0

10.5

10.9

8

8

9

9

10

10

11

11

12

2010-11 2011-12 2012-13 2013-14 2014-15


-30.7%

11.6%

0.5%

52.2%

0

100

200

300

400

500

600

700


Vis

ito

rs (

'00

0)

2013-14

2014-15

10%

78%

4%

20%

8%


Intrastate Overnight Visitors in Western Australia Market Overview

Spend (+) 18.1% Visitors (+) 14.9%



14.3% of intrastate overnight spend in Australia


11.6% of intrastate overnight visitors in Australia


26.8 million nights


15.1% of intrastate visitor nights in Australia


2,189

2,4132,534

2,786

3,291

1,900

2,100

2,300

2,500

2,700

2,900

3,100

3,300

3,500

2010-11 2011-12 2012-13 2013-14 2014-15


4,465

4,999

5,381

5,816

6,685

3,900

4,400

4,900

5,400

5,900

6,400

6,900

2010-11 2011-12 2012-13 2013-14 2014-15


Experience Perth65%

Australia's South West

16%

Australia's Golden Outback

9%

Australia's North West

5%

Australia's Coral Coast

4%

By Visitors

16.7

18.519.0

22.6

26.8

14

16

18

20

22

24

26

28

2010-11 2011-12 2012-13 2013-14 2014-15


6.6%

8.0%

40.5%

22.3%

0

500

1,000

1,500

2,000

2,500

3,000


Vis

ito

rs (

'00

0)

2013-14

2014-15

32%

35%

12%

13%

11%


Intrastate Daytrip Visitors in Western Australia Market Overview

Spend (+) 12.7% Visitors (+) 14.2%



10.4% of intrastate daytrip spend in Australia

17.6 million daytrips

11.0% of intrastate daytrip visitors in Australia


Source Markets

1,279

1,452 1,474

1,684

1,898

1,100

1,200

1,300

1,400

1,500

1,600

1,700

1,800

1,900

2,000

2010-11 2011-12 2012-13 2013-14 2014-15


13.4

14.1

14.7

15.4

17.6

12.0

13.0

14.0

15.0

16.0

17.0

18.0

2010-11 2011-12 2012-13 2013-14 2014-15

Th

ousands


24.6%

8.8%

-18.8%

28.4%

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000


Vis

ito

rs (

'00

0)

2013-14

2014-15

Experience Perth72%

Australia's South West

18%

Australia's Golden Outback

5%

Australia's Coral Coast

2%

Australia's North West

2%

By Visitors

For more information on this research please

contact the Research Team at Tourism WA:

[email protected]

Source: Tourism Research Australia,

International and National Visitor Surveys

(visitors aged 15+ years), YE June 2015

18%

67%

5%

3%

7%

mailto:[email protected]

Tourism Western Australia Fast Facts Library...Page 4 Fast Facts Year Ending June 2015 Total...

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