tourism western australia fast facts library... · 2016-09-13 · page 4 fast facts year ending...

Tourism Western Australia

Fast Facts Year Ending June 2016

Prepared by the Research Team

September 2016


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 that 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 introduced mobile phone interviewing

as of 2 January 2014. As of 2014, 50% of the NVS sample is interviewed on fixed-lines, and 50% on mobile

phones, also known as a ‘dual-frame sample’ methodology.

Analysis by TRA has revealed that 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 that domestic estimates from the March quarter of 2014 and onwards are not

directly comparable to domestic estimates from previous quarters. Therefore, domestic estimates for 2014

onwards are not directly comparable to domestic estimates for previous years. It is important to keep this

change in methodology in mind when looking at long term trends in the NVS results.

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 2016 estimates:

Intrastate CI: Spend ± 4.7%, Visitors ± 3.9%, Nights ± 5.8% Interstate CI: Spend ± 4.7%, Visitors ± 9.0%, Nights ± 9.2% International CI: Spend ± 6.2%, Visitors ± 3.5%, Nights ± 6.0% Intrastate Daytrip CI: Spend ± 6.4%, Visitors ± 4.4%

Sample Sizes for Western Australia the YE June 2016 estimates are outlined below:

Intrastate Visitors: n= 3,609 Interstate Visitors: n= 639 Domestic Spend: n= 4,248 International: Spend n= 5,950, Visitors n= 5,930 Intrastate Daytrip: Spend n= 2,443, Visitors n= 2,441


Total Visitors to/within Western Australia

Year Ending June 2016 Summary

In 2015-16, 10.1 million overnight visitors came to or travelled within WA, and Western Australians took 19.4 million daytrips within the State. Together, these visitors spent $9.6 billion in WA, $4.5 billion of which was spent in Regional WA.

International visitation to WA increased (+) 6.3% in YE June 2016, behind the national average growth rate of (+) 10.3%, while nights declined (-) 3.7% and spend remained relatively stable (-0.2%). Increases in visitor numbers, nights, and spend from those visiting WA for a holiday or to visit friends and relatives were offset by declines in working holiday and employment visitation, as well as a decline in expenditure by those visiting WA for education purposes.

Interstate visitation to WA saw strong growth in 2015-16 across visitors (+17.9%), nights (+15.0%), and spend (+12.4%), showing signs of recovery from the drop in visitation and spend seen in 2014-15. Consistent with the national trend, growth in interstate travel to WA was driven by both holiday and business travel.

Intrastate visitation in WA is continuing to grow, increasing at a rate faster than the national average across each of the key measures; visitors (+16.6%), nights (+18.4%) and spend (+24.0%). As with the interstate market, and consistent with the national trend, growth in the intrastate market has been driven by both holiday and business travel.

The number of daytrips taken by Western Australians in 2015-16 increased (+10.2%) while spend increased (+9.1%).

Total Visitor Estimates – Western Australia

Year ending June 2016

$9.6 billion Spend

Total Overnight Visitor Estimates – Western Australia

Year ending June 2016

$7.7 billion Spend 10.1 million Visitors 72.1 million Nights

International Visitors

$2,273 m spend

888,000 visitors

27,901,000 nights

Interstate Visitors

$1,383 m spend

1,454,000 visitors

12,514,000 nights

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

size.

Intrastate Visitors

$4,080 m spend

7,798,000 visitors

31,693,000 nights

Intrastate Daytrips

$1,895 m spend

19,357,000 daytrips


Total Visitors to/within Western Australia Market Overview Spend (+) 12.8% Visitors (+) 12.1%

$9.632 billion in spend

$134 average spend per day

10.8% of visitor spend in Australia

29.5 million visitors (including both overnight visitors and daytrips)

10.7% of visitors to/within Australia

Visitor Nights (+) 8.2% Source Markets

72.1 million nights

7.1 nights on average (based on overnight visitors only)

12.5% of visitor nights in Australia

Purpose of Visit Visitor Dispersal

7,0787,304

8,095

8,536

9,632

5,500

6,000

6,500

7,000

7,500

8,000

8,500

9,000

9,500

10,000

2011-12 2012-13 2013-14 2014-15 2015-16

Estimated Spend ($m)

20.922.0

23.2

26.3

29.5

18

20

22

24

26

28

30

32

2011-12 2012-13 2013-14 2014-15 2015-16

Estimated Visitors (Million)

International3% Interstate

5%

Intrastate Overnight

26%

Intrastate Daytrip

66%

By Visitors

53.1

58.0

60.6

66.6

72.1

44

49

54

59

64

69

74

2011-12 2012-13 2013-14 2014-15 2015-16

Estimated Nights (Million)

12.9%

8.8%

23.5%

3.3%

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Holiday VFR Business Other

Vis

ito

rs (

'00

0) YE Jun-15

YE Jun-16

22%

62%

7%

6%

7%


Overnight Visitors to Western Australia Market Overview

Spend (+) 13.8% Visitors (+) 15.8%

$7.737 billion in spend

Average spend per visitor: $763

Average spend per night: $107

10.9% of overnight visitor spend in Australia

10.1million visitors

10.4% of overnight visitors in Australia


72.1 million nights

7.1 nights on average

12.5% of visitor nights in Australia


5,8316,013

6,5906,799

7,737

4,800

5,300

5,800

6,300

6,800

7,300

7,800

8,300

2011-12 2012-13 2013-14 2014-15 2015-16


6.8

7.3

7.9

8.8

10.1

5.6

6.1

6.6

7.1

7.6

8.1

8.6

9.1

9.6

10.1

10.6

2011-12 2012-13 2013-14 2014-15 2015-16

Estimated Visitors (Million)

International9%

Interstate14%

Intrastate Overnight

77%

By Visitors

53.1

58.0

60.6

66.6

72.1

44

49

54

59

64

69

74

2011-12 2012-13 2013-14 2014-15 2015-16


19.9%

9.0%21.6%

3.2%

-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500


Vis

ito

rs (

'00

0)

2014-15

2015-16

28%

47%

10%

13%

10%


International Visitors to Western Australia Market Overview

Spend (-) 0.2% Visitors (+) 6.3%

$2,273 million in spend

Average spend per night: $81

9.5% of international spend in Australia

888,000 visitors

12.3% of international visitors to Australia

Visitor Nights (-) 3.7% Source Markets

27.9 million nights


11.3% of international visitor nights in Australia


2,082

2,2062,250 2,277 2,273

1,500

1,600

1,700

1,800

1,900

2,000

2,100

2,200

2,300

2,400

2011-12 2012-13 2013-14 2014-15 2015-16


731.6746.0

799.7

835.2

888.0

660

710

760

810

860

910

2011-12 2012-13 2013-14 2014-15 2015-16

Estimated Visitors ('000)

United Kingdom

17%

Singapore11%

Malaysia10%

New Zealand

9%United

States of America

8%

China5%

Germany4%

Indonesia3%

Japan3%

India2%

France2%

Other Asia9%

Other Europe

9%

Other Countries

7%

By Visitors

25.9

28.027.5

29.0

27.9

20

21

22

23

24

25

26

27

28

29

30

2011-12 2012-13 2013-14 2014-15 2015-16


12.2%

7.9%

0.8%9.9%

0

50

100

150

200

250

300

350

400

450


Vis

ito

rs (

'000)

YE Jun-15

YE Jun-16

20%

95%

9%

8%

6%


International Visitors to Western Australia Market Overview Cont.

VISITOR SPEND FROM THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA

(RANKED BY SPEND - $ MILLIONS)

Western Australia Australia

Country of Residence

Rank YE

Jun-15 YE

Jun-16 %

Change 3 Year AAGR

Rank YE

Jun-15 YE

Jun-16 %

Change 3 Year AAGR

UK 1 312 320 2.5% -2.2% 2 1,927 2,040 5.9% 3.8%

China 2 205 244 19.0% 16.5% 1 4,778 6,078 27.2% 31.0%

Singapore 3 177 210 18.4% 2.6% 5 868 1,075 23.8% 17.0%

Malaysia 4 196 185 -5.2% 5.7% 7 832 907 9.0% 7.0%

USA 5 125 143 14.3% 13.4% 4 1,289 1,610 24.9% 15.4%

NZ 6 147 134 -8.4% -5.4% 3 1,623 1,712 5.5% 6.6%

Germany 7 77 85 11.1% 0.6% 11 587 692 17.8% 8.2%

France 8 57 71 23.8% 3.8% 15 493 423 -14.3% -2.0%

Hong Kong 9 88 70 -20.1% -0.9% 8 783 835 6.6% 11.3%

Japan 10 66 69 5.1% 6.0% 9 676 783 15.7% 4.8%

Taiwan 11 58 62 7.9% 12.5% 12 509 591 16.3% 13.9%

Indonesia 12 67 57 -15.7% -12.9% 13 439 536 22.2% 2.6%

Korea 13 62 50 -19.9% -12.2% 6 771 991 28.5% 15.5%

Ireland 14 83 50 -40.1% -29.3% 22 258 193 -25.5% -21.8%

South Africa 15 58 48 -17.3% 3.7% 24 156 146 -6.9% -3.4%

Canada 16 30 47 56.1% 6.5% 14 471 483 2.5% 9.4%

India 17 51 45 -12.1% 18.7% 10 697 720 3.3% 22.0%

Italy 18 43 39 -8.2% -2.3% 19 281 299 6.3% -4.4%

Philippines 19 39 36 -9.6% -3.5% 17 260 327 26.0% 12.7%

Scandinavia 20 39 30 -24.1% -14.4% 16 366 369 0.8% 8.3%

Switzerland 21 32 30 -8.2% 6.4% 21 200 210 4.8% 11.5%

*AAGR: Average Annual Growth Rate



VISITORS OF THE TOP 20 INTERNATIONAL MARKETS TO WESTERN AUSTRALIA

(RANKED BY VISITORS)

Western Australia Australia

Country of Residence

Rank YE

Jun-15 YE

Jun-16 %

Change 3 Year AAGR

Rank YE

Jun-15 YE

Jun-16 %

Change 3 Year AAGR

UK 1 142,800 147,900 3.6% -2.0% 3 629,300 664,500 5.6% 2.9%

Singapore 2 83,500 96,700 15.8% 13.5% 5 325,200 373,200 14.8% 8.2%

Malaysia 3 75,200 89,200 18.6% 17.7% 7 293,400 320,700 9.3% 7.5%

NZ 4 79,200 81,500 2.9% 3.5% 1 1,153,700 1,202,600 4.2% 3.8%

USA 5 57,100 67,100 17.5% 10.5% 4 543,500 619,000 13.9% 11.2%

China 6 41,300 47,800 15.7% 15.9% 2 864,200 1,059,700 22.6% 22.2%

Germany 7 32,400 35,200 8.6% 4.6% 11 181,200 187,900 3.7% 4.2%

Indonesia 8 27,000 26,000 -3.7% -6.0% 12 136,900 140,800 2.8% 2.8%

Japan 9 23,500 24,700 5.1% 6.4% 6 297,200 347,200 16.8% 7.9%

South Africa 10 18,200 20,600 13.2% 4.7% 22 52,400 53,500 2.1% 3.8%

France 11 18,500 20,100 8.6% 2.1% 15 113,100 114,700 1.4% 2.5%

Hong Kong 12 18,300 19,800 8.2% 7.6% 10 186,500 216,900 16.3% 9.4%

India 13 20,400 19,100 -6.4% 15.6% 9 207,000 227,000 9.7% 14.7%

Canada 14 17,300 15,800 -8.7% -6.3% 14 134,700 134,700 0.0% 2.8%

Ireland 15 19,800 15,400 -22.2% -14.0% 21 56,400 53,900 -4.4% -4.2%

Korea 16 13,000 13,700 5.4% 10.6% 8 197,200 239,200 21.3% 14.1%

Scandinavia 17 14,600 13,500 -7.5% 1.9% 16 94,800 99,400 4.9% 3.1%

Switzerland 18 11,900 12,400 4.2% 2.1% 23 51,000 51,200 0.4% 4.7%

Italy 19 14,000 12,000 -14.3% 4.0% 19 69,700 70,700 1.4% -0.2%

Philippines 20 10,500 11,500 9.5% 15.0% 17 76,200 92,600 21.5% 17.7%



Market Share - Spend Estimates

(Ranked by overall spend estimates, YE June 2016)

Rank Country of Residence YE Jun-14 YE Jun-15 YE Jun-16

1 UK 17.7% 16.2% 15.7%

2 China 5.1% 4.3% 4.0%

3 Singapore 25.4% 20.4% 19.5%

4 Malaysia 21.0% 23.5% 20.4%

5 USA 9.2% 9.7% 8.9%

6 NZ 10.0% 9.0% 7.9%

7 Germany 14.3% 13.1% 12.3%

8 France 14.9% 11.6% 16.7%

9 Hong Kong 10.6% 11.2% 8.4%

10 Japan 8.6% 9.7% 8.8%

Market Share - Visitor Estimates

(Ranked by overall visitor estimates, YE June 2016)

Rank Country of Residence YE Jun-14 YE Jun-15 YE Jun-16

1 UK 24.6% 22.7% 22.3%

2 Singapore 23.5% 25.7% 25.9%

3 Malaysia 23.2% 25.6% 27.8%

4 NZ 6.8% 6.9% 6.8%

5 USA 11.0% 10.5% 10.8%

6 China 5.0% 4.8% 4.5%

7 Germany 18.6% 17.9% 18.7%

8 Indonesia 22.1% 19.7% 18.5%

9 Japan 7.3% 7.9% 7.1%

10 South Africa 37.8% 34.7% 38.5%


Interstate Visitors to Western Australia Market Overview*

Spend (+) 12.4% Visitors (+) 17.9%


$111 average spend per night

6.1% of interstate spend in Australia

1.454 million visitors

5.0% of interstate visitors in Australia


12.5 million nights


8.8% of interstate visitor nights in Australia


*Estimates are based on a sample size of 639 and must be considered with the following confidence intervals: Spend ± 4.7%, Visitors ± 9.0%, Nights ± 9.2%

1,335

1,272

1,554

1,231

1,383

900

1,000

1,100

1,200

1,300

1,400

1,500

1,600

2011-12 2012-13 2013-14 2014-15 2015-16


1,106

1,2211,260

1,233

1,454

950

1,050

1,150

1,250

1,350

1,450

1,550

2011-12 2012-13 2013-14 2014-15 2015-16


New South Wales30%

Victoria32%

Queensland18%

South Australia

10%

Tasmania4%

Northern Territory

3%

ACT2%

By Visitors

8.7

11.0

10.510.9

12.5

8

9

10

11

12

13

14

2011-12 2012-13 2013-14 2014-15 2015-16


34.1%

3.8%

25.9%

-47.1%

0

100

200

300

400

500

600

700

800


Vis

ito

rs (

'000)

YE Jun-15

YE Jun-16

11%

78%

3%

20%

11%


Intrastate Overnight Visitors in Western Australia Market Overview

Spend (+) 24.0% Visitors (+) 16.6%


$129 average spend per night

7.798 million visitors


31.7 million nights



2,4132,534

2,786

3,291

4,080

1,900

2,400

2,900

3,400

3,900

4,400

2011-12 2012-13 2013-14 2014-15 2015-16


4,9995,381

5,816

6,685

7,798

3,900

4,400

4,900

5,400

5,900

6,400

6,900

7,400

7,900

8,400

2011-12 2012-13 2013-14 2014-15 2015-16


Experience Perth63%

Australia's South West

18%

Australia's Golden Outback

8%

Australia's Coral Coast

6%

Australia's North West

4%

By Visitors

18.5 19.0

22.6

26.8

31.7

14

16

18

20

22

24

26

28

30

32

34

2011-12 2012-13 2013-14 2014-15 2015-16


19.7%

10.3%21.3%

9.5%

0

500

1,000

1,500

2,000

2,500

3,000

3,500


Vis

ito

rs (

'000)

YE Jun-15

YE Jun-16

33%

35%

12%

12%

11%


Intrastate Daytrip Visitors in Western Australia Market Overview

Spend (+) 9.1% Visitors (+) 10.2%


$98 average spend per visitor

19.4 million daytrips


Source Markets

1,2471,291

1,505

1,737

1,895

1,100

1,200

1,300

1,400

1,500

1,600

1,700

1,800

1,900

2,000

2011-12 2012-13 2013-14 2014-15 2015-16


14.114.7

15.4

17.6

19.4

12.0

13.0

14.0

15.0

16.0

17.0

18.0

19.0

20.0

2011-12 2012-13 2013-14 2014-15 2015-16

Th

ousands


10.0%

8.7%

26.0%3.3%

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000


Vis

ito

rs (

'00

0)

YE Jun-15

YE Jun-16

Experience Perth76%

Australia's South West

15%

Australia's Golden Outback

5%

Australia's Coral Coast

3%

Australia's North West

2%

By Visitors

18%

70%

6%

2%

5%


Australia’s Coral Coast Overnight Visitation Summary

% Change 3 Year

AAGR▲ YE Jun-15 YE Jun-16 YE Jun-16

– YE Jun-15

Total

Spend ($m) 562 670 19.2% 12.8%

Visitors 889,200 1,028,500 15.7% 16.3%

Nights 4,656,100 5,698,100 22.4% 11.2%

Domestic Total

Spend ($m) 495 569 15.0% 12.2%

Visitors 827,000 951,000 15.0% 16.7%

Nights 3,819,000 4,740,000 24.1% 16.4%

International

Spend ($m) 67 101 50.9% 16.5%

Visitors 62,200 77,500 24.6% 11.4%

Nights 837,100 958,100 14.5% -7.0%

Sample size is insufficient to provide a breakdown of the domestic estimates by intrastate and interstate visitors. Note that estimates on this page are based on survey data and need to be considered with these Confidence Intervals.

Domestic CI: Visitors ± 11.1%, Nights ± 15.0%; International CI: Visitors ± 11.2%, Nights ± 27.4%.

▲ AAGR = Average Annual Growth Rate


Australia’s Golden Outback Overnight Visitation Summary

% Change 3 Year


– YE Jun-15

Total

Spend ($m) 374 468 25.3% 28.0%

Visitors 869,800 1,049,300 20.6% 29.2%

Nights 4,895,400 5,445,500 11.2% 28.2%

Domestic Total

Spend ($m) 317 432 36.5% 35.6%

Visitors 823,000 996,000 21.0% 30.6%

Nights 3,930,000 4,671,000 18.9% 39.6%

Intrastate

Visitors 720,000 836,000 16.1% 25.5%

Nights 3,104,000 3,650,000 17.6% 34.3%

Interstate

Visitors 104,000 160,000 53.8% 75.4%

Nights 825,000 1,021,000 23.8% 65.2%

International

Spend ($m) 57 36 -37.0% -15.9%

Visitors 46,800 53,300 13.9% 9.1%

Nights 965,400 774,500 -19.8% -7.9%

Note that estimates on this page are based on survey data and need to be considered with these Confidence Intervals.

Domestic CI: Visitors ± 10.9%, Nights ± 15.1%; Intrastate CI: Visitors ± 11.8%, Nights ± 17.0%;

Interstate CI: Visitors ± 26.8%, Nights ± 32.1%; International CI: Visitors ± 13.4%, Nights ± 30.2%.



Australia’s North West Overnight Visitation Summary

% Change 3 Year


– YE Jun-15

Total

Spend ($m) 869 1,180 35.8% 11.0%

Visitors 1,217,400 1,313,500 7.9% 19.2%

Nights 12,123,400 13,289,600 9.6% 13.3%

Domestic Total

Spend ($m) 781 1,112 42.4% 14.1%

Visitors 1,145,000 1,242,000 8.5% 20.5%

Nights 10,278,000 11,430,000 11.2% 19.5%

Intrastate

Visitors 902,000 946,000 4.9% 19.7%

Nights 7,146,000 7,546,000 5.6% 21.3%

Interstate

Visitors 243,000 295,000 21.4% 22.7%

Nights 3,132,000 3,884,000 24.0% 16.3%

International

Spend ($m) 88 69 -22.1% -18.6%

Visitors 72,400 71,500 -1.2% 2.0%

Nights 1,845,400 1,859,600 0.8% -11.0%






Australia’s South West Overnight Visitation Summary

% Change 3 Year


– YE Jun-15

Total

Spend ($m) 1,227 1,508 22.9% 14.4%

Visitors 2,400,600 2,884,700 20.2% 13.3%

Nights 9,700,700 11,502,100 18.6% 12.9%

Domestic Total

Spend ($m) 1,090 1,330 22.0% 14.2%

Visitors 2,259,000 2,709,000 19.9% 13.0%

Nights 7,500,000 9,027,000 20.4% 11.6%

Intrastate

Visitors 2,131,000 2,546,000 19.5% 14.0%

Nights 6,850,000 8,284,000 20.9% 13.9%

Interstate

Visitors 128,000 163,000 27.3% 0.3%

Nights 650,000 744,000 14.5% -7.0%

International

Spend ($m) 137 178 30.3% 16.0%

Visitors 141,600 175,700 24.1% 17.4%

Nights 2,200,700 2,475,100 12.5% 18.4%






Experience Perth Overnight Visitation Summary

% Change 3 Year


– YE Jun-15

Total

Spend ($m) 3,730 3,873 3.8% 3.4%

Visitors 4,063,600 4,732,300 16.5% 8.9%

Nights 34,745,000 35,629,000 2.5% 3.9%

Domestic Total

Spend ($m) 1,803 1,985 10.1% 6.9%

Visitors 3,281,000 3,892,000 18.6% 9.6%

Nights 11,734,000 13,996,000 19.3% 9.5%

Intrastate

Visitors 2,324,000 2,756,000 18.6% 12.2%

Nights 6,147,000 7,520,000 22.3% 12.7%

Interstate

Visitors 957,000 1,136,000 18.7% 3.9%

Nights 5,588,000 6,476,000 15.9% 6.1%

International

Spend ($m) 1,927 1,888 -2.0% 0.0%

Visitors 782,600 840,300 7.4% 5.7%

Nights 23,011,000 21,633,000 -6.0% 0.8%






Source:

The source of the data in this factsheet is Tourism Research Australia’s (TRA) International and National Visitor Surveys (IVS and NVS respectively). For more information on the methodology of these surveys, see the TRA website.

Definitions:

o Overnight International Visitors: International visitors aged 15 years and over who spent at least one night in the region and are visiting Australia for 12 months or less.

o Overnight Domestic Visitors: Australian residents aged 15 years and over who spent at least one night away from home in Western Australia. FIFO travel is included.

o Daytrips: Day trip visitors are those who travel for a round trip distance of at least 50km, are away for 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. Only intrastate daytrips are included (i.e. daytrips made by WA residents).

http://www.tra.gov.au/

tourism western australia fast facts library... · 2016-09-13 · page 4 fast facts year ending...

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