Full Report - Port Douglas Chamber of Commerce

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The market is broadly broken into 5 segments; domestic and
international visitors profiles are significantly different
Segment Key attributes
Family
Holiday
Restful Break
(Repeats)
Campers &
Backpackers
First-time
Couples
© MBS MBA 2012 Student Project – Revitalising Port Douglas
• Travels with children
• Parents mainly of high income ($85K+)
• Domestic are mainly repeats, international are first-timers
• Mainly 50+ age groups: 29% of age 50-59 and 39% of age 60+
• Skewed towards high income ($85K+)
• Stays in resorts, B&B, hotels or holiday units
• Mainly younger demographic (age 20-29) with lower income
• Stays in backpacker hostels, caravan parks or camping
• Stays in resorts, B&B, hotels or holiday units
• Mainly young demographic, also international tourists age 50+
• Wide-spread across income brackets
Social • Travels with friends and relatives, stays in relatives house, B&B,
resorts, hotels or holiday units
• Wide-spread age groups, slightly skewed towards higher income
Size (Number of visitors)
Denotes top 2 domestic and
international market segments
Port Douglas appears to be attracting a wide range of tourists: Domestic is mainly families and repeat visitors,
while International is dominated by backpackers and first-time couples. The top 4 segments contribute 80% of
total visitors in the town
Overall Domestic Inter.
25% 30% 13%
23% 29% 9%
17% 9% 35%
16% 12% 24%
12% 13% 11%
Other • Remaining segments including scheduled tours 7% 6% 9%
Note: 1. Length of nights stay is approximate of total stay in the Port Douglas and Daintree region – visitors typically spend most of their time in the town of Port Douglas, and spend an average of
0.8 day each in Daintree, Cape Tribulation and Beaches, plus a daytrip to Mossman.
2. Spending budget calculated as planned budget per adult visitor per night. For families with children, the budget is split 70/30 between parents and children. Budget is likely to
be higher than actual spending.
Source: James Cook University Survey of 987 tourists in Port Douglas in 2011, TPDD.
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