AUSTRALIA’S NORTH WEST · following categories of establishments have been excluded since December 2010: • hotels, motels and serviced apartments with 5 to 14 rooms • caravan
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AUSTRALIA’S NORTH WEST
Overnight Visitor Fact Sheet Years Ending December 2010/11/12
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
2
Unless otherwise stated, all data is sourced from Tourism Research Australia’s National and International Visitor Surveys.
The estimates of visitor number and nights in this fact sheet are based on information obtained from the National and International Visitor Surveys - a sample of visitors coming to or travelling within Western Australia. As with all surveys, the estimates are subject to sampling variability. This means the survey results may vary from the results that would have been produced if all visitors had been interviewed in a census. A basic assumption is that the bigger the sample (i.e. the more visitors that were interviewed) the more reliable the result. Conversely, results based on small sample sizes are less reliable. This means that smaller estimates, especially at regional levels, are less reliable than the larger estimates at State level. Combining the estimates for a number of years and working with average figures is often a better way of understanding visitation to a region. One should be careful of making direct year on year comparisons based on estimates from small survey samples. It is recommended by Tourism WA that the visitation statistics in this fact sheet are used in conjunction with other information sources that you have access to. This might include population statistics from the Australian Bureau of Statistics, feedback from local operators, data from local councils etc. In those circumstances where Tourism WA has relevant information over and above the National and International Visitor Surveys, the information would be included in this fact sheet. Details of all information sources are at the end of this document. Interstate estimates are based on smaller sample sizes than either the intrastate or international measures, and can fluctuate significantly. Due to this variability other statistics such as Perth Airport statistics are often used for comparison purposes. It is Tourism WA’s view that the likely visitation levels fall somewhere between the Perth Airport and NVS figures.
Please Note: Unless otherwise stated, this fact sheet is based on three year annual averages to improve the reliability of the data. Data from three years ending December 2010, 2011 and
2012 are combined and divided by three to produce an annual average.
Totals may not add up due to rounding and the calculation of the annual average.
AUSTRALIA’S NORTH WEST VISITOR SAMPLE SIZE BASED ON
TOURISM RESEARCH AUSTRALIA’S NATIONAL AND INTERNATIONAL
VISITOR SURVEYS
YE Dec 2010/11/12 Sample Size 95% Confidence Intervals
Visitors Visitor Nights
Intrastate Visitors 739 ±12.6% ±14.9%
Interstate Visitors 286 ±18.6% ±17.6%
International Visitors 1,795 ±10.5% ±18.6%
Note: estimates in this factsheet need to be considered within the Confidence Intervals in this table. Data has not been provided where the Confidence Interval is greater than ±50% (highlighted in red).
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
3
Visitor summary as published by Tourism Research Australia for year ending June 2012
Spend
$ million Visitors
'000 Nights
'000 Avg Stay
Nights
Avg trip spend
$
Avg nightly spend
$
Domestic day 54 237 - - 227 -
Domestic overnight 743 587 4,547 8 1,266 163
International 110 73 2,193 30 1,510 50
Source: Tourism Research Australia – Regional Tourism Profiles 2011/12. Australia’s North West Region.
AUSTRALIA’S NORTH WEST VISITOR SUMMARY
YE Dec 2011 YE Dec 2012
% Change YE Dec 12
– YE Dec 11
3 Year AAGR*
Total
Visitors 566,900 669,700 18.1% 11.1%
Nights 5,745,300 7,500,100 30.5% 20.8%
Domestic Total
Visitors 499,000 603,000 20.8% 12.1%
Nights 4,062,000 5,136,000 26.4% 18.1%
Intrastate
Visitors 350,000 435,000 24.3% 16.0%
Nights 2,417,000 3,097,000 28.1% 19.6%
Interstate
Visitors 149,000 168,000 12.8% 3.8%
Nights 1,645,000 2,040,000 24.0% 16.0%
International
Visitors 67,900 66,700 -1.7% 3.4%
Nights 1,683,300 2,364,100 40.4% 27.4%
Source: Tourism Research Australia – National Visitor Survey (Visitors aged 15+ years); International Visitor Survey (Visitors aged 15+ years) Note that visitor numbers, nights and spend are estimates based on the results of the surveys. *AAGR = Average Annual Growth Rate
SOURCE OF VISITORS TO AUSTRALIA’S NORTH WEST
AVERAGE LENGTH OF STAY (ESTIMATED NIGHTS)
YE Dec
2010/11/12
Intrastate 6.9
Interstate 11.0
International 27.9
Total 10.3
62%
27%
11%
Intrastate
Interstate
International
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
4
INTRASTATE VISITOR SUMMARY WESTERN AUSTRALIANS TRAVELLING TO AUSTRALIA’S NORTH WEST
BASED ON VISITOR NUMBERS AVERAGED OVER 2010/11/12
Please note:
Domestic Business Traveler includes those that have traveled for Work (as driver or transport crew); Conferences, exhibitions, conventions or trade fairs; Training and research (employed – not students); or Business or other work. This definition does not include FIFO.
Purpose of Visit is a multiple response question. Totals may not add up to 100%.
69%
31%
Gender
Male
Female
9%
49%
35%
8%
Age Group
15-24 Years
25-44 Years
45-64 Years
65+ Years
59%
30%
9%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Business Holiday orleisure
Visitingfriends and
relatives
Other
Purpose of Visit*
35%
27%
15%
13%
9%
1%
Travel Party Description
Travelling alone
Business
Adult couple
Family group
Friends / relatives
Other
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
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INTERSTATE VISITOR SUMMARY
OTHER AUSTRALIANS TRAVELLING TO AUSTRALIA’S NORTH WEST
BASED ON VISITOR NUMBERS AVERAGED OVER 2010/11/12
Please note: Small sample size, caution should be used when reporting these estimates due to lower levels of reliability.
Please note:
Domestic Business Traveler includes those that have traveled for Work (as driver or transport crew); Conferences, exhibitions, conventions or trade fairs; Training and research (employed – not students); or Business or other work. This definition does not include FIFO.
Purpose of Visit is a multiple response question. Totals may not add up to 100%.
62%
38%
Gender
Male
Female
3%
29%
42%
25%
Age Group
15-24 Years
25-44 Years
45-64 Years
65+ Years
44%
35%
16%
7%
0%
10%
20%
30%
40%
50%
Holiday or leisureBusinessVisiting friends and relativesOther
Purpose of Visit*
33%
31%
13%
13%
8%
1%
Travel Party Description
Adult couple
Travelling alone
Family group
Friends / relatives
Business
Other
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
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INTERNATIONAL VISITOR SUMMARY
INTERNATIONAL VISITORS TRAVELLING TO AUSTRALIA’S NORTH WEST
BASED ON VISITOR NUMBERS AVERAGED OVER 2010/11/12
Please note:
International Business Traveler includes those that have traveled to attend a convention, conference, seminar, trade fair, exhibition or for Business.
Purpose of Visit is a multiple response question. Totals may not add up to 100%.
TOP FIVE INTERNATIONAL MARKETS TO AUSTRALIA’S NORTH WEST
– VISITOR COUNTRY OF ORIGIN Please note: Base for % is from total estimated International visitor numbers to Australia’s North West.
YE Dec 2010/11/12
Average Annual Visitors YE Dec 2010/11/12
%
New Zealand 10,100 15%
United Kingdom 8,100 12%
Germany 7,900 12%
USA 5,300 8%
France 4,100 6%
64%
36%
Gender
Male
Female
15%
46%
32%
7%
Age Group
15-24 Years
25-44 Years
45-64 Years
65+ Years
53%
19%
8%
24%
0%
10%
20%
30%
40%
50%
60%
Holiday or leisureBusinessVisiting friends and relativesOther
Purpose of Visit*
63%
21%
8% 4%
4% 0%
Travel Party Description
Travelling alone
Adult couple
Friends / relatives
Business
Family group
Other
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
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TOP THREE VISITOR ACCOMMODATION IN AUSTRALIA’S NORTH WEST
Please note:
Accommodation is a multiple response question. Totals may not add up to 100%.
Base for % is from total estimated Intrastate, Interstate and International visitor numbers to ACC.
YE Dec 2010/11/12
%
Estimated Intrastate Visitors
Hotel, resort, motel or motor inn 35%
Home of friend or relative 14%
Caravan park or commercial camping ground 12%
Estimated Interstate Visitors
Hotel, resort, motel or motor inn 49%
Caravan or camping near road or on private property 13%
Caravan park or commercial camping ground 13%
Estimated International Visitors
Caravan or camping ground 34%
Hotel, resort, motel or motor inn 22%
Other non-commercial property 22%
AUSTRALIA’S NORTH WEST OCCUPANCY RATES
HOTELS, MOTELS AND SERVICED APARTMENTS WITH 15 OR MORE ROOMS – ROOM OCCUPANCY RATE*
Please note: The scope of the STA has been reduced to cover only hotels, motels and serviced apartments with 15 or more rooms. The following categories of establishments have been excluded since December 2010:
• hotels, motels and serviced apartments with 5 to 14 rooms • caravan parks with 40 or more powered sites • holiday flats, units and houses of letting entities with 15 or more rooms or units • visitor hostels with 25 or more bed spaces.
Month 2010 2011 2012
January 44.1% 45.8% 46.1%
February 48.3% 49.1% 50.1%
March 52.1% 53.0% 57.0%
April 61.7% 62.3% 59.8%
May 68.6% 72.8% 67.6%
June 69.2% 75.3% 72.4%
July 74.7% 80.3% 74.8%
August 73.9% 79.4% 76.5%
September 67.5% 71.2% 71.1%
October 63.8% 66.5% 65.1%
November 57.1% 61.8% 59.6%
December 46.1% 49.9% 49.5%
Annual Average 60.4% 64.2% 62.5%
Source: Australian Bureau of Statistics. Survey of Tourist Accommodation, Small Area Data, Western Australia. Catalogue number: 8635.5.55.00 *ABS statistics are not available in those months where it would be possible to identify operators
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
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TOP FIVE LEISURE ACTIVITIES
Please note:
Leisure Activities is a multiple response question. Totals may not add up to 100%.
Base for % is from total estimated Intrastate, Interstate and International visitor numbers to ACC.
YE Dec 2010/11/12 Average Annual
Visitors
YE Dec 2010/11/12 %
Estimated Intrastate Visitors
Eat out at restaurants 146,000 39%
General sightseeing 81,000 22%
Pubs clubs discos etc 71,300 19%
Visit friends and relatives 71,300 19%
Go to the beach (incl swimming, surfing, diving) 68,700 19%
Estimated Interstate Visitors
Eat out at restaurants 82,000 52%
General sightseeing 57,700 37%
Go to the beach (incl swimming, surfing, diving) 49,000 31%
Go shopping for pleasure 39,700 25%
Visit national parks / state parks 38,300 24%
Estimated International Visitors
Eat out at restaurants and/or cafés 51,300 78%
General sightseeing 44,500 68%
Go shopping for pleasure 42,000 64%
Go to the beach (incl swimming, surfing, diving) 41,700 64%
Pubs, clubs, discos etc 37,200 57% *International activities may have been undertaken anywhere in Australia.
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
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TOP FIVE LOCAL GOVERNMENT AREAS VISITED IN AUSTRALIA’S NORTH WEST
Please note:
LGAs Visited is a multiple response question. Totals may not add up to 100%.
Base for % is from total estimated Intrastate, Interstate and International visitor numbers to ACC.
YE Dec 2010/11/12 Average Annual
Visitors
YE Dec 2010/11/12 %
Estimated Intrastate Visitors
Shire of Roebourne 92,000 25%
Broome 82,700 22%
Ashburton (WA) 62,000 17%
Pilbara (O) 58,300 16%
Port Hedland 48,700 13%
Estimated Interstate Visitors
Broome 83,700 53%
Kununurra 48,700 31%
Kimberley (O) 30,000 19%
Derby - West Kimberley 28,000 18%
Shire of Roebourne 20,700 13%
Estimated International Visitors
Broome 31,100 47%
Shire of Roebourne 18,300 28%
Ashburton (WA) 16,800 26%
Kununurra 13,800 21%
Port Hedland 11,800 18%
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
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LONG TERM TRENDS – INTRASTATE MARKET
Visitors to Australia’s North West and Western Australia
Year Ending Data
Visitor Nights to Australia’s North West and Western Australia Year Ending Data
0
1
2
3
4
5
6
0
100
200
300
400
500
600
WA
(M
illi
on
s)
AN
W (
'000)
Australia's North West Western Australia
0
5
10
15
20
25
0
500
1,000
1,500
2,000
2,500
3,000
3,500
WA
(M
illio
ns
)
AN
W (
'000)
Australia's North West Western Australia
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
11
LONG TERM TRENDS – INTERSTATE MARKET
Visitors to Australia’s North West and Western Australia
Year Ending Data
Visitor Nights to Australia’s North West and Western Australia Year Ending Data
0
200
400
600
800
1,000
1,200
1,400
0
50
100
150
200
250
WA
('0
00)
AN
W (
'000)
Australia's North West Western Australia
0
2
4
6
8
10
12
14
0
500
1,000
1,500
2,000
2,500
3,000
WA
(M
illio
ns
)
AN
W (
'000)
Australia's North West Western Australia
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
12
LONG TERM TRENDS – INTERNATIONAL MARKET
Visitors to Australia’s North West and Western Australia
Year Ending Data
Visitor Nights to Australia’s North West and Western Australia Year Ending Data
0
100
200
300
400
500
600
700
800
0
10
20
30
40
50
60
70
80
WA
('0
00
)
AN
W (
'000)
Australia's North West Western Australia
0
5
10
15
20
25
30
0
500
1,000
1,500
2,000
2,500
WA
(M
illio
ns
)
AN
W (
'000)
Australia's North West Western Australia
Australia’s North West - YE Dec 2010/11/12 Tourism Western Australia
13
Fact Sheet Sources:
Tourism Research Australia - National Visitor Survey YE Dec 2010/11/12
o Overnight Domestic Visitors Definition: Australian residents aged 15 years and over who spent at least one night away from home
Tourism Research Australia - International Visitor Survey YE Dec 2010/11/12
o Overnight International Visitors Definition: International visitors aged 15 years and over who spent at least one night in the region
Tourism Research Australia - Regional Tourism Profiles YE June 2011
Australian Bureau of Statistics - Survey of Tourist Accommodation
o Small Area Data, Western Australia, Catalogue number: 8635.5.55.001
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