UKMarket Profile

London

UK

Visitors Spend

Holiday BusinessVFR Education Other

47%

60%

8%

1%

7%

38%37%

12%

3%

10%

Visitors and Spend by Purpose in 2015

The UK leisure visitor to WA skews slightly older than the average UK leisure visitor to Australia2.

Compared to other international markets, a greater proportion of trips to WA are planned and booked 3 months or more out from the trip2.

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

In 2015, Australia was the 5th most visited

out of region destination for UK travellers1

145,600 UK visitors to Australia

visited WA

UK visitors spend $2,084 per trip

& $303 million in total2

UK visitors are in WA for leisure with a significant proportion here

visiting friends and relatives

UK is currently WA’s

#1 international market by visitors

and spend. This is for all visitors and when looking at

the leisure market2

31%

of all spend from the UK market is from those

travelling for leisure2

of UK leisure visitors to WA have never visited

Australia before2

Planning and Booking Time Frames: leisure visitors to Western Australia

Visitors to WA

Visitors to AUS

.

3/4

17%

22%

29%

19%21%

31%

36%

25%

Within 1 month

80%

60%

40%

20%

0%Within

6 months (over 3

months)

Within 3 months (over 1 month)

Over 6 months

18%20%

27%

35%

22%25%

29%

24%

650,000 UK visitors

$2 billion in Australia2

In 2015

spent over

Planned Trip Booked Trip

130,000

WESTERN AUSTRALIA SPECIFIC FACTS:

..

..

What they are looking for...

Just over 40% of UK leisure visitors to WA visit other states and territories on the same trip2.

Consumer research completed in 2015 identified the WA experiences UK long haul travellers find most appealing are coastal/beach, wilderness and island experiences3.

Cost, difficulty in access and time required to get to WA are the biggest barriers to travelling to WA3.

UK long haul travellers use a range of sources when planning and booking a holiday to Australia, with general online searches and word of mouth playing a key role1.

UK travellers look for natural beauty and coastal experiences in a holiday destination and believe Australia can offer this. Food and wine experiences are also important UK traveller but are not as strongly associated with Australia as the natural and coastal offering1.

Preferred information sources for planning and booking2 - Top 5, UK long haul travellers

RegionalDispersalCompared to other international markets, a relatively high proportion of leisure visitors from the UK disperse to regional WA - just over a third visited a region outside of Experience Perth for at least one night while in WA.

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

5%

6%9%

94%

24%

General internet searching

Been there before

Friends / relatives that have been before or live there

Travel or guide books

Online flights booking site

30%

30%

30%

21%

17%

EARLY PLANNING & HOLIDAY INSPIRATION

Travel agent (telephone or in person)

Directly through airline (online)

Accommodation provider (online)

Travel agent (online)

Other travel booking website

35%

34%

21%

13%

12%

BOOKING HOLIDAY TO AUSTRALIA

Friends / relatives that have been before or live thereBeen there before

General Internet searching

Airline

Online flights booking site

45%

36%

34%

25%

24%

INFORMATION ABOUT AUSTRALIA

UK is the

3rd largest

international visitor market to Australia

in terms of visitor numbers2

UK is the

2nd largest

international leisure market to Australia in

terms of visitor spend+2

1. Tourism Australia, Consumer Demand Project, Understanding the UK 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: research@westernaustralia.com