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MALAYSIAMarket Profile
Kuala Lumpur
Malaysia
Visitors Spend
Holiday BusinessVFR Education Other
56%
35%
8%6%
7%
27%
21%
9%
34%
9%
Visitors and Spend by Purpose in 2015
The profile of the Malaysian leisure visitor travelling to WA is similar to those visiting other Australian states.
Compared to the average Malaysian leisure visitor to Australia, those visiting WA tend to spend slightly more per day ($113 vs. $120). However, their holidays or breaks in WA are shorter, so spend less per trip ($1,493 vs. $1,374) 2.
The vast majority of leisure visitors are mono destination with 94% visiting only WA while on this trip2.
17%
33%
20%
16%
31%
26%
60+ yrs
15-29 yrs
45-59 yrs
30-44 yrs
Western Australia’s 3rd largest
international market by visitors and spend2
80,400 Malaysian visitors to Australia visited WA2
Malaysian visitors spend
$2,434 per trip or $196 million
in total2
of Malaysian visitors travel to WA for leisure+2
85%
1/3
of Malaysian visitors spend goes on leisure+2
of all spend is attributable to those
here for education
purposes2
Visitors to WA
Visitors to AUS
69%73%
Consumer research completed in 2015 identified the WA experiences Malaysian travellers find most appealing are coastal/beach, wildlife and island experiences.
The biggest barrier to travelling to WA is cost – both airfares and on-ground while here3.
What do they find most appealing...
50%
29%
27%
WESTERN AUSTRALIA SPECIFIC FACTS:
Repeat visitation: Visitors to WA vs. AUSRepeat visitation is high. 73% of Malaysian leisure visitors to WA have visited Australia before.
..
..
RegionalDispersal
What they are looking for...
Inspiration...Malaysian long haul travellers use a range of sources when planning and booking a holiday to Australia, with general internet searches providing early inspiration3.
In 2015, 16% of Malaysian leisure visitors spent at least one night outside the Experience Perth region.
Australia is an appealing destination for Malaysian travellers.
Malaysian travellers look for natural beauty and coastal experiences in a holiday destination and believe Australia can offer this.
Food and wine experiences are also very important to the Malaysian traveller but not strongly associated with Australia1.
Preferred information sources for planning and booking2 - Top 5, Malaysian long haul travellers
Australia’s Golden Outback
Australia’s North West
Australia’s Coral Coast
Experience Perth
Australia’s South West
1%
1%2%
98%
14%
General internet searching
Friends / relatives that have been before or live there
Travel or guide books
Online and social media photos and blogs
Online travellers’ opinions and reviews
37%
35%
34%
31%
28%
EARLY PLANNING & HOLIDAY INSPIRATION
Directly through airline (online)
Travel agent (telephone or in person)
Accommodation provider (online)
Other travel booking website
Other online source
38%
31%
24%
18%
18%
BOOKING HOLIDAY TO AUSTRALIA
Friends / relatives that have been before or live there
General internet searching
Travel or guide books
Online and social media photos and blogs
Airline
39%
35%
29%
28%
26%
INFORMATION ABOUT AUSTRALIA
Australia is the
4th most visited
destination visited out of region destination
for Malaysians1
In 2015, just over
300,000 Malaysian visitors spent
$870 million in Australia
Malaysia is the
7th largest
international visitor market to Australia in terms of visitor
spend and numbers2
SOURCES: 1. Tourism Australia, Consumer Demand Project, Understanding the Malaysian Market, 2016-17. 2: Tourism Research Australia, International Visitor Survey. 3. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015.
+Leisure visitors are those travelling for a holiday and/or to visit friends and relatives.
NEED MORE INFORMATION?For more information contact: [email protected]