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

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

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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).


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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


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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


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INTERSTATE VISITOR SUMMARY

OTHER AUSTRALIANS TRAVELLING TO AUSTRALIA’S NORTH WEST


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.


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%


Adult couple

Travelling alone

Family group

Friends / relatives

Business

Other


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INTERNATIONAL VISITOR SUMMARY

INTERNATIONAL VISITORS TRAVELLING TO AUSTRALIA’S NORTH WEST


Please note:

International Business Traveler includes those that have traveled to attend a convention, conference, seminar, trade fair, exhibition or for Business.


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%


Travelling alone

Adult couple

Friends / relatives

Business

Family group

Other


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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


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%


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


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TOP FIVE LEISURE ACTIVITIES

Please note:

Leisure Activities is a multiple response question. Totals may not add up to 100%.


YE Dec 2010/11/12 Average Annual

Visitors

YE Dec 2010/11/12 %


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%


Eat out at restaurants 82,000 52%



Go shopping for pleasure 39,700 25%

Visit national parks / state parks 38,300 24%


Eat out at restaurants and/or cafés 51,300 78%


Go shopping for pleasure 42,000 64%


Pubs, clubs, discos etc 37,200 57% *International activities may have been undertaken anywhere in 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%.


YE Dec 2010/11/12 Average Annual

Visitors

YE Dec 2010/11/12 %


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%


Broome 83,700 53%

Kununurra 48,700 31%

Kimberley (O) 30,000 19%

Derby - West Kimberley 28,000 18%



Broome 31,100 47%


Ashburton (WA) 16,800 26%

Kununurra 13,800 21%

Port Hedland 11,800 18%


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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

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LONG TERM TRENDS – INTERSTATE MARKET


Year Ending Data


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LONG TERM TRENDS – INTERNATIONAL MARKET


Year Ending Data


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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

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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