NEW ZEALANDMarket Profile

Visitors Spend * Other includes employment

Holiday BusinessVFR Education Other*

25%

62%

15%

1%

13%

22%

36%

10%8%

25%

Visitors and Spend by Purpose in 20161

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

Leisure Visitors to WA

AGE1

Leisure Visitors to AUS

15%

18%

22%

20%

28%

29%

36%

31%

Consumer research completed in 2015 found that the most appealing WA experiences to New Zealand travellers are outdoors or nature-oriented. Stand-outs are WA’s coasts, beaches and islands, wilderness and wildlife experiences. Food and wine experiences are also appealing.4

What do they find most appealing...

Western Australia’s 6th largest international market

by visitor spend1

Western Australia’s 4th largest international market by leisure visitors1

is what New Zealand leisure visitors spend on average in WA1*+

$96per day

WESTERN AUSTRALIA FACTS:

2020 Goal for visitor spend =

$220m*

77,700

In 2016

New Zealand visitors came to WA and spent $112 million1*

*Excludes pre-paid package expenditure.

New Zealanders travel to WA to visit friends and relatives (VFR)1

Two-thirds (67%) of New Zealand leisure visitors to WA will not visit other states on this trip.1

The majority (56%) of New Zealand leisure visitors to WA are travelling alone but over a quarter (26%) are travelling in a couple.1

70% of leisure visitors spend 14 nights or less in WA.1

New Zealand leisure visitors to WA skew older than leisure visitors to the rest of the country.1

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

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep Oct

Nov

Dec

8

6

4

2

0

3in5

Been there before

Talking to friends/ relatives

General internet searching

Online flights booking site

Online hotel booking site

37%

33%

31%

29%

20%

EARLY PLANNING & HOLIDAY INSPIRATION

Directly through airline (online)

Travel agent (telephone/ in person)

Accommodation provider (online)

Travel agent (online)

Directly through airline (telephone/in person)

42%

37%

28%

10%

BOOKING HOLIDAY TO AUSTRALIA

Talking to friends/relatives

Been there before

General internet searching

Online flights booking site

Travel agent (phone/ in person)

31%

30%

29%

20%

17%

INFORMATION ABOUT AUSTRALIA

6%

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

New Zealand leisure visitors to Australia spent an average of

$115 per day*1

In 2016,

1.2 million NZ visitors travelled to Australia and

spent $1.7 billion1*

New Zealand is Australia’s

LARGEST

international market by visitor numbers1

..

What they are looking for...New Zealanders look for safety, value for money and friendly locals in a holiday destination and they strongly associate Australia with each of these. NZ travellers also value history & heritage and good food and wine, which Australia is less strongly associated with compared to European destinations.3

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

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, New Zealand 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to New Zealand long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.

Published by Tourism WA, 2017

RegionalDispersalIn 2016, more than one in three (35%) of New Zealand leisure visitors spent one night or more outside the Experience Perth region.1

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

9%

9%8%

89%

19%

Planned Trip

Booked Trip

Within 1 month

Within 6 months (over 3 months)

Within 3 months (over 1 month)

Over 6 months

29%30%

37%

18%

34%

23%22%

8%

Planning and booking timeframes Leisure visitors to Western Australia