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
8
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
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Regional NSW and Northern Rivers Domestic Overnight Visitors (000’s)
Source: National Visitor Survey
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Regional NSW and Northern Rivers Visitor Nights (000’s)
Source: National Visitor Survey
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
Source: National Visitor Survey
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Purpose of Visit: Northern Rivers
VISITORS NIGHTS
Source: National Visitor Survey
2007 - 2011
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Accommodation Nights in Northern Rivers
Source: National Visitor Survey
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
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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
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New Zealand
Indonesia
USA
Thailand UK
Challenges for Domestic Tourism – Overseas Travel
China
Source: ABS Overseas Arrivals and Departures
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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
Source: International Visitor Survey
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
Source: International Visitor Survey
in Regional
NSW
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Top Destinations in Regional NSW (Where International Visitors Stay Overnight)
Source: International Visitor Survey
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
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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:
www.destinationnsw.com.au
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
www.destinationnsw.com.au
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Northern Rivers Snapshot
Domestic Overnight
Visitors and Nights Trends
In the past year both
domestic visitors and nights
increased.
www.destinationnsw.com.au
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Northern Rivers Snapshot
Australian Travel Mindsets
Almost half of the domestic
overnight visitors to the
Northern Rivers are
compatriots:
(Mostly family travellers)
www.destinationnsw.com.au
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Northern Rivers Snapshot
There were a total of
5,611,000 visitors to the
Northern Rivers in 2011.
(Combination of domestic
overnight, international and
day trip visitors)
www.destinationnsw.com.au
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Northern Rivers Snapshot
International Origin
26.9% of visitors to the
Northern Rivers are from the
UK. This has decreased
from 29.8% in 2010.
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
Domestic Overnight
Tweed compared with total
NSW
Average spend per visitor to
Tweed = $461
Average spend per visitor to
NSW = $532
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
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.
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
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
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
Domestic Day Trips
More than half the day trip visitors are
on holiday. Only 3.4% are in Tweed for
business.
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
Domestic Day Trips
The largest age group to take day trips
to Tweed are aged 65 years and over.
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
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.
www.destinationnsw.com.au
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NEW: Tweed Local Government Area Profile
International Travel Party
Almost half the international visitors are
likely to be travelling on their own.
www.destinationnsw.com.au
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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
www.destinationnsw.com.au
Opportunities to work with us
Prospectus
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Download from
destinationnsw.com.au
Help grow your tourism
business or event.
Resources and activities for
industry to participate in.
www.destinationnsw.com.au
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How Can
Businesses Use
This Data?
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