Tourism Western Australia Fast Facts · 2014. 9. 19. · Page 2 Fast Facts Year Ending June 2014 PLEASE NOTE Changes to National Visitor Survey Methodology Tourism Research Australia’s

Tourism Western Australia

Fast Facts Year Ending June 2014

Prepared by the Research Team

September 2014

Page 2 Fast Facts Year Ending June 2014

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 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 has introduced mobile phone interviewing as of 2

January 2014. For 2014, 50% of the NVS sample will be interviewed on fixed-lines, and 50% on mobile phones.

Therefore year ending (YE) June 2014 NVS data in this publication is based on two quarters of fixed-line only interviews

(July – December 2013), and two quarters of both fixed-line and mobile phone interviews (January – June 2014).

Analysis by TRA shows 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 results from YE

March 2014 and onwards are not directly comparable to results from previous years. Consequently, the domestic results

are reported for YE June 2014 only, without making any comparisons to results from previous years.

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 2014 estimates:

Intrastate CI: Spend ± 4.6%, Visitors ± 6.1%, Nights ± 9.5%

Interstate CI: Spend ± 4.6%, Visitors ± 11.9%, Nights ± 12.9%

International CI: Spend ± 5.9%, Visitors ± 5.5%, Nights ± 8.1%

Intrastate Daytrip CI: Spend ± 7.4%, Visitors ± 6.4%

Sample Sizes for Western Australia the YE June 2014 estimates are outlined below:

Intrastate Visitors: n= 3,243

Interstate Visitors: n= 574

Domestic Spend: n= 3,501

International: Spend n= 4,975, Visitors n= 6,258

Intrastate Daytrip: Spend n= 2,327, Visitors n= 2,324


Total Visitors to/within Western Australia Market Overview

Total Visitor Estimates – Western Australia

Year ending June 2014

$8.3 billion Spend

Total Overnight Visitor Estimates – Western Australia

Year ending June 2014

$6.6 billion Spend 7.9 million Visitors 60.3 million Nights

International Visitors

$2,232 m spend

796,300 visitors

27,201,000 nights

Interstate Visitors

$1,554 m spend

1,260,000 visitors

10,513,000 nights

Caution: the interstate figures from the NVS have reliability issues due to small sample

size.

Intrastate Visitors

$2,786 m spend

5,816,000 visitors

22,602,000 nights

Daytrip Visitors

$1,684 m spend

15,372,000 visitors


Total Visitors to/within Western Australia Market Overview Cont.

Key Stats Market Share

$8,256 million in spend

23.2 million visitors

60.3 million visitor nights

7.7 night average length of stay

$355 average spend per visitor

10.4% of visitor spend in Australia

9.6% of visitors visitors to/in Australia

11.8% of visitor nights in Australia

Source Markets Purpose of Visit

Visitor Dispersal

International 4% Interstate

5%

Intrastate Overnight

25%

Intrastate Daytrip

66%

By Visitors

9,861

7,249

3,957

2,459

-

2,000

4,000

6,000

8,000

10,000

12,000

Holiday VFR Business Other

Vis

ito

rs (

'00

0)

23%

62%

6%

6%

6%


Overnight Visitors to Western Australia Market Overview






$109 average spend per night


10.7% of overnight visitor spend in Australia

9.1% of overnight visitors in Australia

11.8% of visitor nights in Australia


Visitor Dispersal

International 10%

Interstate 16%

Intrastate Overnight

74%

By Visitors

3,255

2,549

1,830

520

-

500

1,000

1,500

2,000

2,500

3,000

3,500


Vis

ito

rs (

'00

0)

29%

51%

10%

12%

8%


International Visitors to Western Australia Market Overview

Spend (+) 1.2% Visitors (+) 6.7%


$2,803 average spend per visitor

11.9% of international spend in Australia

796,300 visitors

13.0% of international visitors to Australia

Visitor Nights (-) 3.0% Source Markets

27.2 million nights

34.2 nights on average

12.6% of international visitor nights in Australia

Purpose of Visit Visitor Dispersal

1,772

1,868

2,082

2,206 2,232

1,500

1,600

1,700

1,800

1,900

2,000

2,100

2,200

2,300

YE Jun-10 YE Jun-11 YE Jun-12 YE Jun-13 YE Jun-14

Estimated Spend ($m)

683.0

710.4

731.6

746.0

796.3

660

680

700

720

740

760

780

800

820


Estimated Visitors ('000)

United Kingdom

19%

New Zealand

10%

Singapore 9%

Malaysia 8% USA

7%

China 4%

Germany 4%

Indonesia 4%

Ireland 3%

Japan 3%

Other Asia 11%

Other Europe

10%

Other Countries

8%

By Visitors

21.9 22.5

25.9

28.0

27.2

20

21

22

23

24

25

26

27

28

29


Estimated Nights (Million)

+7.3% +14.5%

-0.3% -8.4%

0

50

100

150

200

250

300

350

400


Vis

ito

rs (

'00

0)

YE Jun-13

YE Jun-14

16%

94%

8%

9%

6%


International Visitors to Western Australia Market Overview Cont.

VISITORS OF THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA

(RANKED BY VISITORS)

Western Australia Australia

Country of Residence

Rank YE Jun-13

YE Jun-14

% Change

3 Year AAGR

Rank YE Jun-13

YE Jun-14

% Change

3 Year AAGR

UK 1 140,400 153,100 9.0% 5.3% 3 589,600 623,800 5.8% 4.2%

NZ 2 80,900 75,700 -6.4% -0.7% 1 1,069,700 1,115,000 4.2% 2.3%

Singapore 3 59,100 75,300 27.4% 13.3% 5 277,600 319,200 15.0% 15.3%

Malaysia 4 58,800 64,400 9.5% 7.5% 7 225,300 277,100 23.0% 15.9%

USA 5 50,500 54,900 8.7% 6.6% 4 458,100 499,500 9.0% 7.8%

China 6 31,500 35,600 13.0% 13.6% 2 641,000 708,500 10.5% 14.1%

Germany 7 25,900 31,800 22.8% 5.6% 11 157,800 172,000 9.0% 6.5%

Indonesia 8 27,600 29,400 6.5% 1.9% 12 122,200 132,700 8.6% 5.1%

Ireland 9 24,300 25,600 5.3% 6.2% 18 76,500 73,200 -4.3% -3.9%

Japan 10 19,300 21,700 12.4% -6.6% 6 305,100 297,700 -2.4% -2.2%

France 11 19,800 19,000 -4.0% 1.3% 15 102,200 107,700 5.4% 5.9%

South Africa 12 17,900 19,000 6.1% -12.6% 23 59,800 50,300 -15.9% -18.6%

Canada 13 16,000 18,100 13.1% 1.1% 13 118,200 127,100 7.5% 3.0%

Hong Kong 14 17,300 17,100 -1.2% 9.4% 9 154,700 181,300 17.2% 13.4%

India 15 13,400 14,300 6.7% 3.3% 10 150,800 172,900 14.7% 11.5%

Scandinavia 16 15,700 12,900 -17.8% -7.6% 16 88,700 93,000 4.8% 3.7%

Switzerland 17 9,300 11,900 28.0% 6.5% 24 45,300 46,600 2.9% 5.1%

Taiwan 18 12,200 11,500 -5.7% 7.2% 14 98,000 108,200 10.4% 11.7%

Korea 19 13,100 11,300 -13.7% 1.4% 8 184,300 184,100 -0.1% -2.2%

Italy 20 9,700 10,800 11.3% -3.1% 20 64,900 69,800 7.6% 10.4%



VISITORS OF THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA

(RANKED BY SPEND - $ MILLIONS)

Western Australia Australia

Country of Residence

Rank YE Jun-13

YE Jun-14

% Change

3 Year AAGR

Rank YE Jun-13

YE Jun-14

% Change

3 Year AAGR

UK 1 337 331 -1.7% 5.6% 2 1,797 1,871 4.1% 7.2%

Singapore 2 138 200 45.1% 9.4% 6 750 785 4.7% 2.1%

China 3 151 178 18.1% 7.6% 1 3,135 3,507 11.9% 16.1%

Malaysia 4 164 165 0.6% 4.4% 5 728 787 8.2% 3.8%

NZ 5 188 149 -20.8% 0.3% 3 1,528 1,504 -1.6% -0.7%

Ireland 6 139 121 -13.2% 3.2% 16 499 389 -22.1% -10.4%

USA 7 107 111 4.4% -4.6% 4 1,220 1,206 -1.2% 4.4%

Germany 8 66 83 25.8% 18.8% 10 530 586 10.8% 4.9%

Indonesia 9 83 75 -10.2% -11.3% 11 465 506 8.8% 2.6%

Hong Kong 10 67 71 6.1% 15.0% 9 615 670 8.9% 11.4%

Korea 11 66 65 -1.3% 14.2% 7 869 741 -14.7% -14.5%

France 12 68 65 -5.1% 11.1% 14 413 433 4.9% 9.0%

Japan 13 55 61 10.7% -7.4% 8 759 715 -5.8% 0.9%

Taiwan 14 52 48 -9.4% 5.1% 13 463 451 -2.5% 3.3%

Philippines 15 49 46 -4.9% 4.2% 19 265 309 16.8% 6.6%

South Africa 16 61 45 -25.1% -8.0% 22 190 158 -17.3% -8.8%

Canada 17 35 42 21.6% -9.5% 15 420 403 -4.0% -3.4%

Scandinavia 18 48 40 -16.3% 7.3% 18 319 313 -2.1% 0.7%

Italy 19 32 40 25.1% 9.0% 17 257 319 24.2% 18.8%

India 20 38 32 -14.9% -22.6% 12 499 486 -2.5% -0.2%



Market Share - Spend Estimates

(Ranked by overall spend estimates, YE June 2014)

Rank Country of Residence YE Jun-12 YE Jun-13 YE Jun-14

1 UK 18.2% 18.7% 17.7%

2 Singapore 22.1% 18.3% 25.4%

3 China 5.9% 4.8% 5.1%

4 Malaysia 20.7% 22.6% 21.0%

5 NZ 9.7% 12.3% 9.9%

6 Ireland 23.5% 27.9% 31.1%

7 USA 11.1% 8.7% 9.2%

8 Germany 11.0% 12.4% 14.1%

9 Indonesia 19.8% 18.0% 14.8%

10 Hong Kong 10.0% 10.9% 10.6%

Market Share - Visitor Estimates

(Ranked by overall visitor estimates, YE June 2014)

Rank Country of Residence YE Jun-12 YE Jun-13 YE Jun-14

1 UK 24.1% 23.8% 24.5%

2 NZ 7.2% 7.6% 6.8%

3 Singapore 24.5% 21.3% 23.6%

4 Malaysia 27.0% 26.1% 23.2%

5 USA 11.2% 11.0% 11.0%

6 China 5.1% 4.9% 5.0%

7 Germany 18.8% 16.4% 18.5%

8 Indonesia 23.5% 22.6% 22.2%

9 Ireland 28.6% 31.8% 35.0%

10 Japan 8.0% 6.3% 7.3%


Interstate Visitors to Western Australia Market Overview







$1,233 average spend per visitor

7.6% of interstate spend in Australia

5.0% of interstate visitors in Australia

8.5% of interstate nights in Australia


Visitor Dispersal

New South Wales 31%

Victoria 33%

Queensland 20%

South Australia

9%

Tasmania 2%

Northern Territory

3%

ACT 1%

By Visitors

335 379

576

46

0

100

200

300

400

500

600

700


Vis

ito

rs (

'00

0)

13%

83%

4%

16%

4%


Intrastate Overnight Visitors in Western Australia Market Overview








12.6% of intrastate spend in Australia

10.5% of intrastate visitors in Australia

13.2% of intrastate nights in Australia


Visitor Dispersal

Experience Perth 64%

Australia's South West

19%

Australia's Golden Outback

8%

Australia's Coral Coast

5%

Australia's North West

4%

By Visitors

2,575

1,822

1,147

363

0

500

1,000

1,500

2,000

2,500

3,000


Vis

ito

rs (

'00

0)

34%

38%

11%

11%

9%


Intrastate Daytrip Visitors in Western Australia Market Overview





9.2% of intrastate daytrip spend in Australia

9.8% of intrastate daytrip visitors in Australia


Visitor Dispersal

Experience Perth 75%

Australia's South West

17%

Australia's Golden Outback

3%

Australia's Coral Coast

3%

Australia's North West

2%

By Visitors

6,606

4,700

2,127 1,939

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000


Vis

ito

rs (

'00

0)

20%

67%

5%

2%

6%


Overnight Visitation to Western Australia Tourism Regions

Experience Perth Australia’s South West

Visitors Nights Intrastate 2,189,000 5,921,000 Interstate 1,052,000 5,750,000

International 749,300 21,087,700

Total 3,990,300 32,757,700

Australia’s South West Australia’s South West

Visitors Nights Intrastate 1,958,000 6,391,000 Interstate 162,000 861,000


Total 2,247,100 8,994,500

Australia’s North West Australia’s South West

Visitors Nights Intrastate 660,000 5,131,000 Interstate 196,000 2,874,000


Total 924,000

10,320,400

Australia’s Coral Coast Australia’s South West

Visitors Nights Intrastate 647,000 3,092,000 Interstate 51,000 407,000


Total 760,000 4,596,500

Intrastate, 55%

Interstate, 26%

International, 19%

Visitors:

Intrastate, 87%

Interstate, 7%

International, 6%

Visitors:

Intrastate, 71%

Interstate, 21%

International, 7%

Visitors:

Intrastate 85%

Interstate 7%

International 8%

Visitors:


Overnight Visitation to Western Australia Tourism Regions Cont.

Australia’s Golden Outback

Australia’s South West

Visitors Nights Intrastate 531,000 2,024,000 Interstate 52,000 374,000

International 44,600 900,700

Total 628,600 3,298,700

Intrastate, 85%

Interstate, 8%

International, 7%

Visitors:


Source and Definitions

Source:

Tourism Research Australia o Tourism Research Australia is a business unit of Tourism Australia providing research information that supports

improved decision making, marketing and tourism industry performance for the Australian community.

National Overnight Visitor Survey (NVS): The National Visitor Survey is Australia's primary measure of domestic tourism activity being the major source of information on the characteristics and travel patterns of domestic tourists within Australia. The survey data is collected throughout the year with an annual sample of 120,000 Australian residents over the age of 15 years. Respondents are interviewed on either their landline telephone (50% of sample) or their mobile phone (50% or sample) using Computer Assisted Telephone Interviewing system.

International Overnight Visitor Survey (IVS): The International Visitor Survey samples 40,000 departing, short-term international travellers over the age of 15 years who have been visiting Australia. The survey is conducted by Computer Assisted Personal Interviewing (CAPI) in the departure lounges of the eight major international airports; Sydney, Melbourne, Brisbane, Cairns, Perth, Adelaide, Darwin and the Gold Coast.

Regional Expenditure Estimates: Regional Expenditure uses a model based approach to allocate international and domestic visitor expenditure to Australian tourism regions.

Definitions:

Average Annual Growth Rate (AAGR): o Calculation of the average annual percentage increase / decrease over a specified period of years.

Domestic Day Trip Definition: o Day trips or same day visitors are those who travel for a round trip distance of at least 50km, are away from home

for at least 4 hours, and who do not spend a night away from home as part of their travel. Same day travel as part of overnight travel is excluded as is routine travel such as commuting between work/school and home. Routine shopping is included as is travel for all purposes, not just pleasure.

Market Share (Western Australia) o Western Australia’s market share (percentage) of total visitors from the specified source market in Australia.

Overnight International Visitors Definition: o International visitors aged 15 years and over who spent at least one night in the region.

Documents

Tourism Western Australia Fast Facts · 2014. 9. 19. · Page 2 Fast Facts Year Ending June 2014 PLEASE NOTE Changes to National Visitor Survey Methodology Tourism Research Australia’s