HONG KONGMarket Profile

Visitors and Spend by Purpose in 20161

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

Friends/relatives

Alone

Family Group

Adult Couple

Leisure Visitors to AUS

27%

26%

11%

35%

32%

Visitors to AUS

45%

19%

18%

17%

Leisure Visitors to WA1

30%

26%

13%

31%Visitors Spend

Holiday Business Education Other

61%

32%

5%11%

3%

40%

10%

2%

35%

13%

VFR

Western Australia’s 8th largest international market

by spend1*

Western Australia’s 11th largest international market by visitor numbers1

is what Hong Kong leisure visitors spend on average in WA1*

$88per day

WESTERN AUSTRALIA FACTS:

2020 Goal for visitor spend =

$120m*

22,700

In 2016

Hong Kong visitors came to WA and spent

$76 million1*

*Excludes pre-paid package expenditure. Note: Peak travel is around Chinese New Year (end of January/February)

Half of Hong Kong visitor spend is

attributable to those here for leisure1*+

Leisure visitors to WA from Hong Kong are more likely to be repeat visitors to Australia than Hong Kong leisure visitors to the rest of the country.1

Almost three-quarters (72%) of Hong Kong leisure visitors to WA are repeat visitors to Australia.1

Nearly three-quarters (73%) of Hong Kong leisure visitors will only visit WA during their trip.1

65% of Hong Kong leisure visitors will stay in WA a fortnight or less.1

Seasonality: Arrivals by month in 2016 (‘000)2

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep Oct

Nov

Dec

13322110

AGE

Visitors to WA

42%

22%

24%

13%

TRAVEL PARTY

Hong Kong leisure visitors to Australia spent an average of

$116 per day*1

In 2016,

226,900 Hong Kong visitors travelled to Australia and

spent $877 million1*

Hong Kong is Australia’s

8th largest

international market by visitor spend1*

..

What they are looking for...When choosing a holiday destination, Hong Kong travellers place a higher degree of importance on safety & security than travellers from other markets do, and Australia is believed to be a safe and secure destination. Good food & wine, clean cities and rich history & heritage are also important. Australia is a stand out destination for its world-class beauty – another priority for Hong Kong travellers.3

NEED MORE INFORMATION?For more information contact: research@westernaustralia.com

Travel/guide books

General internet searching

Online hotel booking site

Online flights booking site

NTO site

32%

30%

23%

22%

20%

EARLY PLANNING & HOLIDAY INSPIRATION

Travel agent (phone/ in person)

Directly through airline (online)

Accommodation provider (online)

Travel agent (online)

Directly through airline (phone/in person)

36%

33%

27%

25%

BOOKING HOLIDAY TO AUSTRALIA

Travel/guide books

General internet searching

Online hotel booking site

Talking to friends/ relatives

NTO site

26%

25%

18%

18%

16%

INFORMATION ABOUT AUSTRALIA

11%

PREFERRED INFORMATION SOURCES FOR PLANNING AND BOOKING.3 Top 5 sources used by Hong Kong long haul travellers considering a trip to Australia in the next 4 years.

Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors.*Excludes pre-paid package expenditure. ^2014 – 2015 average.

Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, Hong Kong 2016.

Published by Tourism WA, 2017

RegionalDispersalIn 2016, over a quarter (26%) of Hong Kong leisure visitors spent more than one night outside the Experience Perth region.1

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

3%

4%8%

96%

20%

Planned Trip

Booked Trip

Within 1 month

Within 6 months (over 3 months)

Within 3 months (over 1 month)

Over 6 months

21%

56%

64%

7%

16%11%

3%

Planning and booking timeframes Leisure visitors to Western Australia

21%