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    TOURISM INDUSTRY

    FACTS & FIGURESAT A GLANCE

    SEPTEMBER 2012

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    ISBN 978-1-922106-04-9 (paperback)

    ISBN 978-1-922106-03-2 (PDF)

    Tourism Research Australia

    GPO Box 1564

    Canberra ACT 2601

    Phone: 6243 7745

    Email: [email protected]

    Web: www.ret.gov.au/tra

    This work is licensed under a Creative Commons Attribution 3.0 Australia licence.

    To the extent that copyright subsists in third party quotes and diagrams it

    remains with the original owner and permission may be required to reuse the

    material.

    This work should be attributed as Tourism Industry Facts and Figures at a

    Glance, Tourism Research Australia, Canberra.

    Enquiries regarding the licence and any use of work by Tourism Research

    Australia are welcome at [email protected]

    mailto:[email protected]://www.ret.gov.au/tramailto:[email protected]:[email protected]://www.ret.gov.au/tramailto:[email protected]
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    TABLE OF CONTENTS

    Ministers message 1

    Global tourism 2

    Tourism and the economy 5

    Tourism regions 9

    Tourist accommodation 10

    Summary of Australian tourism activity 11

    Inbound tourism 12

    Domestic tourism 18

    Outbound tourism 22

    Summary of tourism forecasts 24

    Further reading 27

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    MINISTERS MESSAGE

    Australian tourism continues to deliver, despite the many challenges, both in Australia

    and abroad.

    Total tourism expenditure in Australia increased 5.0 per cent in nominal terms in 2011, agood result given the combined challenges of weak economic conditions outside Asia,and the strong Australian dollar. A series of events also hurt the industry, particularlyearly in 2011, including the Queensland floods, Cyclone Yasi and the Japanese tsunami.

    Following a rise of 5.0 per cent in 2010, total visitor arrivals to Australia were steady in

    2011. Australias most valuable inbound tourism market, China, again delivered strong

    growth of 19.4 per cent in 2011 in terms of arrivals, and 15.0 per cent growth in tourism

    exports.

    More growth is on the horizon. The Tourism Forecasting Committee expects total visitor

    consumption to reach $102 billion in 201213, with international arrivals to reach oversix million.

    Domestic tourism expenditure continues to increase, but a competitive global market, arobust economy, and a strong Australian dollar means more Australians are choosing toholiday overseas.

    This booklet gives a snapshot of one of Australias most important industries, one thatadds $35 billion to our gross domestic product, accounts for eight per cent of our totalexports, and directly employs just over half a million Australians.

    In a fiercely competitive global marketplace, the Australian tourism industry has to worksmarter than ever to deliver an internationally competitive product.

    Our updated policy framework, Tourism 2020, is helping industry make this transition by

    providing the tools it needs to take advantage of the opportunities that Asia presents.

    Under Tourism 2020, the Australian Government is working with industry and state andterritory governments to assist the industry to achieve its potential of $140 billion inovernight spend by 2020.

    Tourism 2020 focuses on:

    growing demand from Asia

    building competitive digital capability

    encouraging investment and implement regulatory reform

    ensuring the tourism transport environment supports growth

    increasing supply of labour, skills, and Indigenous participation

    building industry resilience, productivity and quality.

    With all levels of government getting behind the industry, we can show the world whytheres nothing like Australia.

    Martin Ferguson AM MP

    Minister for Tourism

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    GLOBAL TOURISM

    The global tourism context

    Arrivals(million)

    Change(%)

    Receipts($

    billion)a

    Change(%)

    2001 673 N/A 520 N/A2002 693 3.0 512 -1.52003 682 -1.6 533 4.12004 753 10.4 634 18.92005 797 5.8 679 7.12006 842 5.6 743 9.42007 898 6.7 859 15.62008 917 2.1 942 9.72009 882 -3.8 853 -9.42010 939 6.5 928 8.8

    2011 982 4.6 1030 11.0

    Sources: United Nations World Tourism Organization, World Tourism Barometer, May 2012.a Data in US dollars.

    The United Nations World Tourism Organization (UNWTO) noted that the global tourismindustry continues to show its resilience in dealing with the many sharply negativeshocks the industry has faced since 2000, including:

    September 11 terrorist attacks in 2001

    SARS in 2003

    Global Financial Crisis (GFC) and H1N1 pandemic in 2009

    Icelandic volcanic eruptions in 2010

    Japanese tsunami and nuclear plant meltdown in 2011.

    The UNWTO estimates that global arrivals increased by 4.6% in 2011, and are forecast toincrease by a further 3% to 4% in 2012. If this is realised, international arrivals worldwidewould be over 1.0 billion this year.

    Earlier, the GFC in 2009 led to a decrease in global international travel of around 3.9%,before rebounding strongly by 6.4% in 2010.

    The GFC hit harder on global tourism receipts (spending), which declined 9.4% in 2009,

    but made a partial recovery in 2010 (increasing by 8.7%). Preliminary estimates indicate

    that global receipts will be strongly higher in 2011 (up 11.1%), to be well above pre-GFClevels.

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    Global visitor arrivals, 2011

    Rank

    Country Arrivals(million)

    Change on2010(a) (%)

    Share of globalarrivals (%)

    1 France 79.5 3.1 8.1%2 United States of

    America62.3 4.2 6.3%

    3 China 57.6 3.4 5.9%4 Spain 56.7 7.6 5.8%5 Italy 46.1 5.7 4.7%6 Turkey 29.3 8.5 3.0%7 United Kingdom 29.2 3.2 3.0%8 Germany 28.4 5.6 2.9%9 Malaysia 24.7 0.4 2.5%10 Mexico 23.4 4.9 2.4%11 Austria 23.0 4.5 2.3%12 Russia 22.7 11.8 2.3%

    13 Hong Kong 22.3 10.9 2.3%14 Ukraine 21.4 0.9 2.2%15 Thailand 19.1 20.1 1.9%

    Source: United Nations World Tourism Organization, World Tourism Barometer, May 2012.a 2011 data was unavailable for some regions at the time of publication.

    In 2011, Australia was ranked 42nd with 5.9 million arrivals (down 0.2% on 2010), which

    made up 0.6% of global arrivals.

    Global tourism receipts, 2011

    Rank Country

    Receiptsa

    ($ billion)Change on2010 (%)

    Share of

    globalreceipts

    (%)1 United States of

    America116.3 12.4 11.3

    2 Spain 59.9 14.1 5.83 France 53.8 15.5 5.24 China 48.5 5.9 4.75 Italy 43.0 10.8 4.26 Germany 38.8 11.8 3.87 United Kingdom 35.9 10.8 3.58 Australia 31.4 5.4 3.09 Macao n/a n/a n/a10 Hong Kong 27.2 22.5 2.611 Thailand 26.3 30.8 2.612 Turkey 23.0 10.6 2.213 Austria 19.9 7.0 1.914 Malaysia 18.3 0.0 1.815 Singapore 18.0 25.0 1.7

    Source: United Nations World Tourism Organization, World Tourism Barometer, May 2012.a Data in US dollars.

    In 2011, Australia was ranked 8th and received tourism spending of US$31.4 billion,

    which made up 3.0% of global tourism receipts.

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    Global tourism spending, 2011

    Rank Country 2011Change on2010 (%)

    Share (%)

    1 Germany 84.3 7.9 8.22 United States of

    America 79.1 4.8 7.73 China 72.6 32.2 7.04 United Kingdom 50.6 1.2 4.95 France 41.7 8.3 4.06 Canada 33.0 11.5 3.27 Russian

    Federation32.5 22.2 3.2

    8 Italy 28.7 5.9 2.99 Japan 27.2 -2.5 2.610 Australia 26.9 21.2 2.611 Belgium 22.3 18.0 2.212 Brazil 21.3 29.9 2.113 Singapore 21.1 13.4 2.014 Netherlands 20.5 4.6 2.015 Republic of

    Korea19.5 3.7 1.9

    Source: United Nations World Tourism Organization, World Tourism Barometer, May 2012.

    a Data in US dollars.

    Australian residents spent US$26.9 billion on overseas trips in 2011, up 21% on 2010

    estimates. In 2011, Australias share of international tourism expenditure was 2.6%,

    making Australia the 10th largest international source market.

    Global arrivals, Australias share and contribution, 19862011

    Sources:

    United Nations

    World Tourism Organization, World Tourism Barometer, May 2012; Australian Bureau of Statistics,

    Overseas Arrivals and Departures (ABS Cat. No. 3101.0).

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    TOURISM AND THE ECONOMY

    Tourisms direct contribution to the Australian economy, 200001 to 201011

    Direct contribution to the economy 200001 201011 AAGRa (%)

    Consumption of tourism goods and services($ million)

    74,343 95,653 2.8

    Tourism gross value added (GVA) at basic prices($ million)

    22,073 31,495 4.0

    plus Net taxes on tourism products ($ million) 2,141 3,100 n.a.equals Tourism gross domestic product (GDP)

    ($ million)

    24,214 34,595 4.0

    Tourism employment (persons) 451,400 513,700 1.4Tourism exports ($ million) 18,238 23,681 2.9Tourism imports ($ million) 15,713 30,901 7.8Tourism balance of trade ($ million) 2,525 -7,220 n.a.Tourisms share of total GDP (%) 3.4 2.5 n.a.Tourisms share of total employment (%) 5.0 4.5 n.a.Tourisms share of total exports (%) 11.7 8.0 n.a.

    Source: Australian Bureau of Statistics, Tourism Satellite Account(ABS Cat. No. 5249.0).a Average Annual Growth Rate.

    The benefits of the tourism industry are significant for the economic growth of all sectors within Australia. Tourisms direct contribution toAustralias GDP was worth $34.6 billion in 201011, or around 2.5% of GDP.

    There were around 513,700 persons employed directly in tourism in 201011. Being a labour-intensive industry, tourisms share of jobs inAustralia (4.5%) was greater than its direct economic contribution (2.5%).

    In 201011, tourisms share of Australias GDP and its share of exports decreased by 0.1% and 0.9% respectively, despite growth intourism GDP, employment and exports. Tourisms share of total employment, however, has remained steady since 200809.

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    Tourisms share of the Australian economy, 200001 to 201011

    Source: Australian Bureau of Statistics, Tourism Satellite Account(ABS Cat. No. 5249.0).

    In 201011, tourism contributed $23.7 billion to Australias export earnings, a share of 8.0% of total export earnings for all goods andservices. Along with education, tourism is Australias leading services exporter.

    With the recent rapid growth in Australians travelling overseas, spending overseas was worth $30.9 billion in 201011, substantiallyhigher than international visitor spending in Australia for the same period ($23.7 billion). This resulted in a deficit of $7.2 billion in

    tourisms balance of trade in 201011.

    Tourism also generates benefits to other industries that are not in direct contact with visitors, e.g. industries that provide goods andservices to the tourism industry. TRA calculated that in 201011, tourisms indirect contribution was worth an additional $38.7 billion.

    Therefore, tourisms total contribution to Australias GDP in 201011 was $73.3 billion, and made up a 5.2% share of Australias economy.

    In addition, the industry employed 907,100 persons, both directly and indirectly, representing 7.9% of Australias total employment.

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    Tourisms balance of trade, 19992000 to 201011

    Source: Australian Bureau of Statistics, Tourism Satellite Account(ABS Cat. No. 5249.0).

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    Tourism industry share in total tourism GVA (%)

    Industry $ billionTourism share of

    industry GVA(%)

    Retail trade 3,926 6.5

    Accommodation and food services 10,454 33.3Transport, postal and warehousing 6,764 9.2Information media andtelecommunications

    500 1.2

    Rental, hiring and real estate services 718 2.4Administrative and support services 1,677 5.2Education and training 2,409 3.9Health care and social assistance 561 0.7Arts and recreation services 1,320 11.7Other services 180 0.8Ownership of dwellings 2,920 2.7Total 31,495 2.4

    Source: Australian Bureau of Statistics, Tourism Satellite Account(ABS Cat. No. 5249.0).

    People employed in tourism by industry, 201011

    Industry Directemployment

    (000)

    Indirectemployment

    (000)Total

    Accommodation andfood services

    232.4 12.0 244.4

    Rail transport 4.5 1.0 5.5Road transportandmotor vehiclehiring

    19.7 26.5 46.2

    Air, water and othertransport

    36.4 19.6 56.0

    Travel agencyandtour operatorservices

    31.9 36.5 68.4

    Arts and recreationservices

    31.0 3.6 34.6

    Retail trade 99.0 28.9 127.9Education andtraining

    34.2 3.9 38.1

    All other industries 24.8 261.4 286.2Total 513.9 393.4 907.3

    Source: Australian Bureau of Statistics, Tourism Satellite Account(ABS Cat. No. 5249.0); TourismResearch Australia, Tourisms Contribution to the Australian Economy, 199798 to 201011.

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    Tourism regions

    Australias top 20 tourism regions by expenditure, year ending March2012

    Rank Tourism region Expenditure($ million)

    1 Sydney (NSW) 13,1752 Melbourne (Vic) 11,1263 Brisbane (Qld) 5,9374 Experience Perth (WA) 5,0775 Gold Coast (Qld) 4,3126 Adelaide (SA) 3,0037 Tropical North Queensland (Qld) 2,7838 Sunshine Coast (Qld) 2,3739 North Coast NSW 2,23710 South Coast (NSW) 1,96811 Canberra (ACT) 1,70512 Hunter (NSW) 1,57613 Northern Rivers Tropical NSW 1,50614 Australia's South West (WA) 1,42215 Darling Downs (Qld) 1,17816 Western (Vic) 1,09217 Hobart and the South (Tas) 1,08218 Central NSW 1,06119 Central Queensland (Qld) 1,03120 Darwin (NT) 950

    Source: Tourism Research Australia, International Visitors in Australia, March quarter 2012;Tourism Research Australia, Travel by Australians, March quarter 2012.

    Around 45% of tourism expenditure occurs in areas outside of Australias capital cities.The economic importance of tourism is not determined by the size of a regions tourismindustry, rather by the regions reliance on tourism as part of its economic base.

    Identifying the regions that rely on tourism is crucial, as it can pinpoint those mostvulnerable to tourism-related shocks. The five most tourism-dependent regionsCentralNT, Phillip Island, Whitsundays, Snowy Mountains, and West Coast (Tasmania) accountfor only 3% of Australias total tourism expenditure.

    In contrast, Australias five largest tourism regionsSydney, Melbourne, Brisbane, GoldCoast and Perthaccount for almost half (47%) of total tourism expenditure in Australiasregions, but the economic diversity of these regions means that tourism is less importantcompared with most other regions in Australia.

    Around 15% or $13.3 billion of total visitor expenditure occurred in Sydney in the yearending March 2012, followed by Melbourne ($11.1 billion). The combined Brisbane/GoldCoast tourism region received $10.3 billion in visitor expenditure.

    All visitors to the Tropical North Queensland tourism region spent nearly $2.8 billion inthe year ending March 2012, making it the leading non-capital city tourism destinationby value in Australia.

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    Tourist accommodation

    Tourist accommodationa, year ending December 2011

    NSW Vic Qld SA WA Tas NT ACT Australiab

    Establishments(no.)

    1,401 807 1,125 265 343 154 96 51 4,241

    Bed spaces(no.)

    194,454 111,635

    184,783

    34,347

    57,405 18,738 20,706 13,934 636,001

    Rooms (no.) 70,678 41,847 60,936 12,58

    1

    21,662 6,802 7,288 4,760 226,555

    Personsemployed (no.)

    30,738 22,310 28,892 7,094 10,391 4,576 3,167 2,343 109,510

    Guest arrivals('000)

    13,647 7,589 9,792 2,287 3,380 1,305 1,159 931 40,089

    Guest nights('000)

    28,548 16,598 26,430 4,606 8,511 2,606 2,712 2,058 92,079

    Room nightsoccupied('000)

    16,835 9,895 14,248 2,879 5,393 1,463 1,681 1,272 53,668

    Takings fromaccommodation ($ million)

    2,736.3 1,618.4 2,138.5 399.2 958.1 200.6 258.4 224.0 8,533.6

    Roomoccupancyrate (%)

    66 66 64 63 68 59 63 73 65

    Bed occupancyrate (%)

    41 41 39 37 41 38 36 40 40

    Average lengthof stay (days)

    2.1 2.2 2.7 2.0 2.5 2.0 2.3 2.2 2.3

    Source: Australian Bureau of Statistics, Tourist Accommodation (ABS Cat. No. 8635.0).a Refers to hotels, motels and serviced apartments with 15 or more rooms.bValues may not sum to total (Australia) due to rounding.

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    SUMMARY OF AUSTRALIAN TOURISM ACTIVITY

    Inbound, outbound and domestic overnight visitors, 2001 to 2011

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0). Tourism Research Australia, Travel by Australians,December quarter 2011.

    There has been some marked changes to travel activity patterns since 2001.

    International visitor arrivals are now 21% higher compared to 2001 estimates, while domestic overnight trips have fallen, despite a smallincrease in 2010 and 2011.

    Short-term Australian resident departures have more than doubledup 126%, or by an average annual rate of 8.5%since 2001.

    There were 7.8 million Australian resident departures in 2011, around 1.9 million more than the 5.9 million international visitor arrivals toAustralia in the same year.

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    INBOUND TOURISM

    International visitor arrivals to Australia, 19902011

    Source: Tourism Research Australia, unpublished data.

    International arrivals to Australia have shown year-on-year growth in most years since 1991, with strong growth in the mid-1990s. TheSydney Olympics in 2000 resulted in a 10.6% increase in international arrivals.

    However, the tourism industry is subject to economic and other shocks and growth has slowed considerably since 2000. Arrivals fell in2001, 2002 and 2003 due to the September 11 terrorist attacks, the SARS outbreak, and the collapse of Ansett Airlines.

    Despite the global economic crisis and H1N1 pandemic, arrivals fell only 1.0% in 2008 and were unchanged in 2009, despite the sharp fallin international travel globally.

    Arrivals rebounded strongly in 2010 (up 5.4%), but declined slightly in 2011 by 0.2%.

    International visitors to Australia, 20012011

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    2001

    2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

    Arrivals

    000 4856

    4 841 4 746 5 215 5 499 5 532 5 644 5 586 5 584 5 885 5 875

    Change(%)

    -1.5 -0.3 -2.0 9.9 5.4 0.6 2.0 -1.0 0.0 5.4 -0.2

    TIEVa $ billion 18.3 18.7 17.6 18.9 19.0 20.5 21.5 22.8 22.8 23.1 23.9Change(%)

    7.9 2.0 -5.9 7.2 0.8 7.6 5.1 5.8 0.3 1.4 3.4

    TIEVper

    visitor

    $ 3,777

    3,863 3,708 3,618 3,460 3,699 3,811 4,074 4,086 3,932 4,073

    Change(%) 9.6 2.3 -4.0 -2.4 -4.4 6.9 3.0 6.9 0.3 -3.8 3.6

    Sources: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0). Tourism Research Australia, International VisitorSurvey, December quarter 2011.

    a Total Inbound Economic Value (TIEV) represents the total amount of money that flows to the Australian tourism industry through the exportation of thetourism product. Change is in nominal terms.

    International visitor arrivals to Australia have grown at an average rate of 1.9% each year since 2001.

    Nominal growth in spending by international visitors (Total Inbound Economic Value, or TIEV) has risen by a stronger 2.7% on average peryear, resulting in TIEV per visitor growing by around 0.8% each year.

    Although arrivals decreased slightly by 0.2% in 2011, there was a small increase in TIEV (up 3.4% in nominal terms).

    A weak global economy (particularly in Europe and the United States of America), combined with the strong Australian dollar hasmoderated growth in TIEV since 2009.

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    Inbound travel to Australiatop ten markets, 2011

    Total Inbound EconomicValue (TIEV)

    Arrivals TIEV per visitor

    Country $ billion Change (%) ('000) Change (%) ($) Change (%)China(excludesSARs andTaiwanProvince)

    3.5 16.9 542 19.5 6,422 -2.2

    United

    Kingdom

    2.6 -8.1 608 -6.0 4,341 -2.3

    New Zealand 2.0 -0.2 1,173 0.9 1,728 -1.2United Statesof America(includesHawaii)

    1.8 8.1 456 -3.4 3,922 11.9

    Japan 1.1 -10.6 333 -16.5 3,202 7.0South Korea 1.1 -0.1 198 -7.6 5,650 8.1Singapore 1.0 5.9 318 3.4 3,252 2.5Malaysia 0.9 -6.8 241 1.7 3,722 -8.4India 0.9 9.9 148 6.9 6,247 2.8Germany 0.7 0.2 154 -4.0 4,852 4.4Total 23.9 3.4 5,874 -0.2 4,074 3.6

    Sources: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0). Tourism ResearchAustralia, International VisitorSurvey, December quarter 2011.

    China is Australias most valuable inbound market. In 2011, tourism exports from this market were worth $3.5 billion, up 16.9% on 2010estimates. This growth was due mainly to the very strong 19.5% increase in arrivals from China.

    Australias leading market by arrivals, New Zealand, rose by 0.9% to almost 1.2 million visitors, while expenditure declined by 0.2% to$2.0 billion.

    In 2011, nearly half (49%) of Australias tourism export dollars were from Asia, up from 39% in 2001. At the same time, Europes sharehas slipped from 33% in 2001 to 26% in 2011.

    Overall, Australias top ten inbound markets accounted for 71% of all visitor arrivals to Australia in 2011 and 66% of exports.

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    Purpose of visit, 2011

    Purpose Arrivals Change(%) Share(%)Holiday 2,590,298 -4.1 44.1Visiting friends orrelatives (VFR)

    1,427,122 0.7 24.3

    Business 699,184 5.9 11.9Convention/conference 170,989 -1.5 2.9

    Education 369,732 -0.6 6.3Employment 201,099 10.0 3.4Other and not stated 415,232 9.6 7.1Total 5,873,656 -0.2 100.0

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).Note: Shares may not sum to total due to rounding.

    In 2011, almost three-quarters of visitors travelled for leisure, that is, either for holiday, or tovisit friends or relatives (VFR).

    Arrivals for the largest purpose segment, holiday, decreased by 4.1% in 2011, with smallerfalls in convention and conference (down 1.5%) and education (down 0.6%). The falls were

    nearly offset by strong growth in arrivals for business and employment purposes (up 5.9%and 10.0% respectively).

    Average annual growth rates of international visitor arrivals, by purpose,20012011

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).a Average Annual Growth Rate

    Holiday travel to Australia has shown weak growth since 2001, growing 0.4% on averageeach year.

    The fastest-growing market was employment travel, which grew by 13.5% on average eachyear between 2001 and 2011.

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    Average annual growth in TIEVa for Australias top 10 inbound markets byvalue, 20012011

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).a Total Inbound Economic Value, (or tourism exports), expressed in nominal terms.b Average Annual Growth Rate

    Increased disposable income is making international travel more accessible for someoverseas markets. China and India have shown the most growth in TIEV since 2001.

    Along with solid growth in the number of visitors, TIEV from Chinese visitors increased 16.4%on average per year since 2001. Similarly, TIEV from Indian visitors increased by 13.6% onaverage each year since 2001, making India the second-fastest growing market.

    Shocks (such as the H1N1 influenza outbreak in 2009, and the earthquake and tsunami inearly 2011) further impacted the already struggling Japanese inbound market. TIEV from

    Japanese visitors fell by 6.5% each year between 2001 and 2011.

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    Market sector focus: China

    Sources: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0);Tourism Research Australia, International Visitor Survey, December quarter 2011.

    The Chinese market has shown significant growth over the last ten years. Arrivals fromChina are now almost three times their 2001 level, and TIEV is five times greater than in2001. Growth in TIEV (in nominal terms) has outstripped growth in arrivals in almost everyyear since 2001.

    China was Australias most valuable inbound tourism market in 2011, worth $3.5 billion. Thenext largest market was the United Kingdom, which was worth $2.6 billion in 2011. With542,000 arrivals, China is now Australias third largest inbound market by arrivals, and isforecast to overtake the UK market in the next two years.

    According to the UNWTO, Chinese tourists are the worlds third biggest tourism spenders,worth US$72.6 billion in 2011.

    The Approved Destination Status (ADS) scheme is a bilateral tourism arrangement betweenthe Chinese Government and a destination whereby Chinese tourists are permitted toundertake leisure travel in groups to that destination.

    Australias China ADS scheme (which commenced in 1999) allows Australia to host groupleisure tours from China and permits the Australian Government, through Tourism Australia,to promote Australia as a leisure travel destination in China, and has consequentlycontributed to a large increase in arrivals from China. Further, increasing air capacity, andsustained economic growth (which boosts household disposable spending) are likely toensure that China will remain Australias most valuable inbound market for the next decade.

    The Tourism Forecasting Committee forecast Chinese visitor arrivals to Australia to reach 1.0million in 202021, and to be Australias second largest inbound market by arrivals behindNew Zealandwithin two years.

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    DOMESTIC TOURISM

    Domestic overnight visitors, 20012011

    Overnight trips Visitor nights Visitor expenditure

    (000) Change (%) (000)Change

    (%) $ billion Change (%)

    2001 74,585 1.1 289,644 -1.3 38.3 4.62002 75,339 1.0 298,658 3.1 39.9 4.42003 73,621 -2.3 294,112 -1.5 40.4 1.32004 74,301 0.9 296,877 0.9 41.1 1.72005 69,924 -5.9 275,859 -7.1 40.3 -1.82006 73,564 5.2 285,661 3.6 44.3 9.72007 74,464 1.2 292,354 2.3 46.0 4.02008 72,009 -3.3 277,865 -5.0 47.7 3.72009 67,670 -6.0 262,236 -5.6 45.6 -4.42010 69,297 2.4 265,393 1.2 46.2 1.32011 71,895 3.7 270,573 2.0 48.3 4.5

    Source: Tourism Research Australia, Travel by Australians, December quarter 2011.

    Australians are currently travelling less in Australia for tourism purposes compared to adecade earlier. Domestic overnight trips and visitor nights in 2011 are each well down on2001 levels (trips down 3.6%, nights by 6.6%).

    However, after reaching record lows in 2009, the number of overnight trips and visitor nightshas increased moderately in the past two years.

    Domestic overnight expenditure in Australia (excluding vehicles) was worth $48.3 billion in2011, which was $10.0 billion higher than it was for 2001 (in nominal terms). The averagespend per night on domestic overnight trips increased from $132 in 2001 to $179 in 2011.

    The average length of time spent on a domestic overnight trip was 3.8 nights in 2011, whichwas only slightly lower compared to the average trip length in 2001 (3.9 nights).

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    Domestic overnight tourism, main destination, 2011

    Overnight trips Visitor nights Visitor expenditure(000) Change

    (%)(000) Change

    (%)$

    billionChange

    (%)New South Wales 24,542 4.1 82,981 3.9 15.7 7.8

    Victoria 17,643 7.4 53,414 4.4 10.9 6.2Queensland 16,929 0.0 70,211 -3.1 13.8 4.5South Australia 5,109 7.4 19,142 10.0 4.0 9.1WesternAustralia

    5,783 11.4 25,602 5.9 4.9 6.0

    Tasmania 1,971 6.1 8,305 0.3 1.8 -5.6Northern

    Territory933 -6.8 5,912 -7.1 1.7 8.2

    AustralianCapital Territory

    1,800 -14.1 5,007 -11.5 1.3 -16.8

    Total 71,895 3.7 270,573

    2.0 48.3 4.5

    Source: Tourism Research Australia, Travel by Australians, December quarter 2011.

    New South Wales was the most visited state or territory in terms of overnight trips andvisitor nights, and also the state that attracted the greatest amount of expenditure. In 2011,domestic overnight expenditure increased by 7.8% to $15.7 billion.

    South Australia reported the strongest growth in terms of domestic visitor nights in 2011, up10.0% on 2010.

    In 2011, the Australian Capital Territory reported the largest decline in visitors, visitor nightsand expenditure. However, these decreases followed a strong surge in tourism in 2010, dueto the Masterpieces From Paris exhibit at the National Gallery of Australia, which attractednearly 500,000 visitors and injected $94 million into the Australian Capital Territoryeconomy.

    Intrastate and interstate overnight visitors, 2011

    Intrastate (%) Interstate (%)New South Wales 67.9 32.1Victoria 67.5 32.5Queensland 68.2 31.8South Australia 63.1 36.9Western Australia 81.1 18.9

    Tasmania 57.4 42.5Northern Territory 40.0 60.0

    Australian Capital Territorya

    n.a. n.a.Source: Tourism Research Australia, Travel by Australians, December quarter 2011.a Data for the Australian Capital Territory is not separately identified as intrastate/interstate due to thesmall geographical size of the Australian Capital Territory.

    For most states and territories, a higher proportion of visitors come from within that state orterritory (intrastate) than from elsewhere (interstate).

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    This was particularly evident in Western Australia, where nearly 4 in every 5 travellers werefrom Western Australia itself. This is in part due to the large size (and remoteness) ofWestern Australia.

    Domestic day visitors, 20012011

    Day trips Expenditure

    (000) Change (%) $ billion Change (%)2001 146,008 -9.6 11.6 -7.42002 142,133 -2.7 11.9 2.12003 139,060 -2.2 11.7 -1.22004 129,568 -6.8 11.1 -5.12005 130,120 0.4 12.4 11.32006 134,464 3.3 12.9 4.12007 149,516 11.2 14.8 15.02008 138,745 -7.2 14.7 -0.92009 148,176 6.8 15.0 2.12010 155,942 5.2 15.4 2.62011 161,232 3.4 16.4 6.6

    Source: Tourism Research Australia, National Visitor Survey, December quarter 2011.

    After falling to just under 130 million trips in 2004, domestic day trips in Australia haveincreased in six of the past seven years, to reach 161 million trips in 2011. Similarly, day tripexpenditure also recovered to reach $16.4 billion in 2011, featuring a strong 6.6% increasein 2011.

    Domestic day visitors by state/territory, 2011

    Day trips Expenditure(000) Change (%) $ billion Change (%)

    NSW 52,005 4.5 5.3 7.3Vic 41,890 4.2 4.1 12.7Qld 34,666 -3.4 3.7 -3.7SA 11,275 7.1 1.0 7.3WA 14,163 12.2 1.5 16.8

    Tas 4,435 1.0 0.4 0.7ACT 1,674 1.9 0.2 -4.9NT 1,124 20.6 0.2 54.7Total 161,232 3.4 16.4 6.6

    Source: Tourism Research Australia, National Visitor Survey, December quarter 2011.

    In 2011, New South Wales accounted for almost a third of all domestic day trips. All statesand territories experienced an increase in the number of day trips, with the exception ofQueensland, which saw a 3.4% decrease.

    Expenditure increased in all states and territories except Australian Capital Territory andQueensland, which saw decreases of 4.9% and 3.7% respectively in 2011.

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    Total Domestic Economic Value (TDEV), 20012011

    TDEV $ billion Change (%)2001 55.4 1.42002 57.4 3.7

    2003 58.0 1.02004 58.7 1.22005 59.2 0.92006 64.0 8.22007 68.0 6.22008 70.4 3.52009 69.0 -1.92010 70.9 2.82011 75.2 6.0

    Source: Tourism Research Australia, National Visitor Survey, December quarter 2011.

    Total Domestic Economic Value (TDEV) is an interim measure of consumption by all

    domestic visitors in Australia. It is benchmarked to annual domestic tourism consumptiondata in the ABS Tourism Satellite Account.

    Between 2001 and 2011, TDEV grew by an average of 3.1% per year, to reach $75.2 billionin 2011.

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    OUTBOUND TOURISM

    Short-term Australian resident departures and shocks to growth, 19902011

    Source: Tourism Research Australia, unpublished data.

    After minimal growth in the 20012003 period, short-term Australian resident departureshave grown rapidly, increasing by 9.6% in 2011the eighth consecutive year of very stronggrowth.

    In the year 2011, Australians spent $40.3 billion while travelling overseas, which was up13.0% on 2010. Around two-thirds (or $26.3 billion) of spending by Australians was forholiday travel, with VFR visitors accounting for another 18% of expenditure.

    Short-term Australian resident departures, 20012011

    Departures Change (%)2001 3,442,600 -1.62002 3,460,900 0.52003 3,388,000 -2.12004 4,368,700 28.92005 4,755,700 8.92006 4,940,600 3.92007 5,462,300 10.62008 5,808,000 6.32009 6,284,900 8.22010 7,111,400 13.22011 7,795,100 9.6

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).

    The year 2004 saw a rapid expansion in capacity to Australias main outbound destination,New Zealand, and the start of the strong rise in the Australian dollar.

    Since then, there have been significant increases in low-cost carriers servicing Australianroutes, such as Pacific Blue, Emirates, Jetstar, and AirAsia X.

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    As a result, Australians have tended to holiday overseas rather than within Australia, andoutbound holiday travel has more than doubled since 2004.

    Australias top ten outbound markets, 2011

    Country Departures Change (%)New Zealand 1,100,700 3.4Indonesia 877,900 18.8United States of America 798,000 16.7

    Thailand 552,500 23.3United Kingdom 488,500 6.9China 369,100 9.7Fiji 337,200 8.4Singapore 288,000 11.0Malaysia 258,000 5.3Hong Kong 224,500 4.9

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).

    New Zealand remains Australias most popular overseas travel destination. The 1.1 milliontrips to New Zealand represented around 14% of total outbound travel in 2011.

    Departures to all of Australias top ten outbound markets increased in 2011, led bydepartures to Thailand (up 23%) and the United States of America (up 16.7%).

    The strong 16.7% increase in departures to the United States of America was influenced bya strong Australian dollar, which rose 12.2% to a record calendar year average of US$1.03 in2011, compared to 2010 estimates.

    Average annual growth rates for departures to Australias top tenoutbound markets, 20012011

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).a Average Annual Growth Rate

    Over the period 2001 to 2011, short-term resident departures from Australia have increasedby 8.5% each year on average.

    This growth has been led by departures to Fiji, which have grown by 13.6% each year.

    Departures to China have grown by 12.9% on average each year since 2001, as Chineseairlines expand their capacity between Australia and China.

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    Main reason for departing Australia, 2011

    Purpose Departures Change (%) Share (%)Holiday 4,466,700 12.5 57.3Visiting friends orrelatives (VFR)

    1,744,200 6.0 22.4

    Business 791,800 3.0 10.2Convention/conference 225,200 5.0 2.9

    Employment 125,700 2.0 1.6Education 67,700 2.3 0.9Other and not stated 373,800 15.9 4.8Total 7,795,100 9.6 100.0

    Source: Australian Bureau of Statistics, Overseas Arrivals and Departures (ABS Cat. No. 3401.0).

    All outbound purpose segments experienced growth in 2011, led by a 12.5% increase in thelargest departures purpose segment, holiday, with a 6.0% increase in VFR trips.

    SUMMARY OF TOURISM FORECASTS

    Inbound and outbound forecasts

    Financial yearVisitor arrivals

    (000)Resident

    departures (000)Net arrivals (000)

    201011 5,907 7,443 -1,536201112 5,964 8,023 -2,059201213 6,143 8,554 -2,411201314 6,400 8,975 -2,575201415 6,683 9,363 -2,680201516 6,944 9,713 -2,770201617 7,194 10,032 -2,838201718 7,437 10,343 -2,907201819 7,677 10,647 -2,970201920 7,917 10,939 -3,02220202021 8,162 11,222 -3,059AAGRa201011 to 202021

    3.3% 4.2% n.a.

    Source: Tourism Forecasting Committee, Forecast 2012, Issue 1.a Average Annual Growth Raten.a. Not applicable

    The Tourism Forecasting Committee forecasts an increase in visitor arrivals at an average of

    3.3% per year between 201011 and 202021. Resident departures are also forecast toincrease by 4.2%.

    It is expected that departures will continue to outgrow arrivals in future.

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    Domestic overnight forecasts

    Financial year Trips (000) Visitor nights (000)201011 68,944 259.9201112 69,770 263.8

    201213 70,381 265.8201314 70,801 267.3201415 71,152 268.6201516 71,432 269.7201617 71,645 270.7201718 71,856 271.6201819 71,998 272.4201920 72,139 273.2202021 72,344 273.9AAGRa201011 to 202021

    0.5% 0.5%

    Source: Tourism Forecasting Committee, Forecast 2012, Issue 1.a Average Annual Growth Rate

    The Tourism Forecasting Committee expects that growth in domestic travel will remainsteady in future years, and have forecast domestic overnight trips to grow by 0.5% per yearuntil 202021.

    Value forecasts (international and domestic)

    Financial year TIEV (real) ($billion)

    TDEV (real) ($billion)

    Total

    201011 24.2 73.6 97.8201112 24.7 75.3 100.0

    201213 25.6 76.2 101.8201314 26.8 76.8 103.6201415 28.1 77.3 105.4201516 29.3 77.7 107.0201617 30.4 78.0 108.4201718 31.5 78.3 109.8201819 32.5 78.6 111.1201920 33.6 78.8 112.4202021 34.7 79.0 113.8AAGRa201011 to 202021

    3.7% 0.7% 1.5%

    Source: Tourism Forecasting Committee, Forecast 2012, Issue 1.a Average Annual Growth Rate

    Total Inbound Economic Value (TIEV) is forecast to increase by 3.7% on average per financialyear from 201011 to 202021.

    During the same period, Total Domestic Economic Value (TDEV) is expected to grow only0.7% on average per financial year.

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    Australias top 10 most valuable markets, 202021

    Rank (202021)

    MarketTIEV (real) in 202021

    ($ billion)Rank (201011)

    1 China 6.9 12 United Kingdom 3.2 2

    3 United States 2.3 34 New Zealand 2.3 45 India 1.9 96 South Korea 1.5 57 Malaysia 1.4 78 Singapore 1.3 89 Indonesia 1.2 1310 Japan 1.2 6

    Source: Tourism Forecasting Committee, Forecast 2012, Issue 1.

    The Tourism Forecasting Committee expects that China will remain Australias most valuableinbound market for the foreseeable future. TIEV from Chinese visitors is expected to grow by7.3% on average per financial year between 201011 and 202021.

    India is expected to move from its ranking of 9th in 201011 to 5th in 202021, whileIndonesia is expected to move from 13th to 9th.

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    FURTHER READING

    Data sources

    Tourism Research Australia (TRA)Along with a range of tourism research and analysis, TRA undertakes two major surveys:

    National Visitor Survey (NVS)a quarterly survey on domestic tourism, including visitornumbers; visitor nights; places stayed; activities; types of transport and accommodationused; and expenditure.

    International Visitor Survey (IVS)a quarterly survey on international inbound tourism,including visitor numbers; visitor nights; country of origin; places stayed; activities; type ofaccommodation used; and expenditure.

    Link: www.ret.gov.au/tra

    Australian Bureau of Statistics (ABS)

    The tourism sector is defined by demand rather than supply. Consequently, accurate datarelating to tourism cannot be extracted from the official National Accounts published by theAustralian Bureau of Statistics. The ABS Tourism Satellite Account overcomes this issue byproviding indicators such as GDP, GVA, employment and trade in a national accountingframework. Other tourism specific publications include:

    Overseas Arrivals and Departuresa monthly release containing statistics on the numberof international visitor arrivals by source country, purpose of visit and length of stay. Italso provides data on Australians travelling overseas.

    Survey of Tourist Accommodationa quarterly industry census on Australias touristaccommodation sector (hotels, motels and serviced apartments with 15 or more rooms),which details supply and demand indicators.

    Link: www.abs.gov.au

    United Nations World Tourism Organization (UNWTO)

    Australia is a member of the UNWTO, whose Department of Statistics and EconomicMeasurement of Tourisms mission is to:

    allow for the international comparability of tourism statistics

    ensure a sufficient number of credible data associated with the activities of visitors as wellas with the industries that produce goods and services required by them

    ensure the legitimacy and credibility of a national Tourism Satellite Account (TSA)

    support tourism macroeconomic analysis for the formulation of policies and strategies.

    Link: www.unwto.org

    Other tourism data sources:

    Tourism Australia www.tourism.australia.com

    Sustainable Tourism Online www.sustainabletourismonline.com

    Bureau of Infrastructure, Transport and Regional Economics www.bitre.gov.au

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    http://www.ret.gov.au/trahttp://www.abs.gov.au/http://www.unwto.org/http://www.tourism.australia.com/http://www.sustainabletourismonline.com/http://www.bitre.gov.au/http://www.ret.gov.au/trahttp://www.abs.gov.au/http://www.unwto.org/http://www.tourism.australia.com/http://www.sustainabletourismonline.com/http://www.bitre.gov.au/