A Strategic Approach to the Caravan and Camping Industry 2012

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locations are in highly seasonal remote and regional areas it requires innovative concepts and solutions to match supply with demand. Other considerations were to provide access and equity in the holiday choices of the whole population, add capacity and sustainability to regional communities and exploit the unique cultural and natural tourism attractions that Western Australia has on offer. Opportunities to expand the caravan and camping infrastructure and improve yields for the sector in the State have been identified. In some cases this simply involves better utilisation of the State’s existing infrastructure, including national parks and reserves, farms and pastoral stations and roadside rest areas. Other strategies are more complex and may require legislative change. Long-term strategic marketing concepts are presented to provoke creative debate on how Western Australia must overcome obstacles of distance and associated costs of travel compared to its Eastern States rivals. Wherever practicable, the strategies align with the findings and recommendations of the Inquiry and the Economics and Industry Standing Committee Report No. 10, of 20 October 2011. The development of the strategic report has not been constrained by the knowledge of the potential barriers to change that will benefit the sector. To expect that the strategic report could achieve improved outcomes, relative to the current situation, without radical change would be to condemn the strategies to failure. The strategic report proposes actionable solutions to address the issues identified, these are: Recommendation 5: Partner with Indigenous Australian’s to Develop Caravan and Camping Infrastructure on Indigenous Land Recommendation 6: Provide Better Guidelines for the Development of Caravan Parks to Local Government Recommendation 7: Develop a State-wide Overflow Policy That Works for Visitors and Supports Industry Recommendation 8: Raise the Bar on Skills for the Caravan and Camping Sector Recommendation 9: Improve Data to Support Decision Making Recommendation 10: Develop a Marketing Strategy to Improve Perceptions and Online Presence of the Caravan and Camping Sector Recommendation 11: Secure Sustainable Regional Tourism Benefits from the Resource Mining Boom Recommendation 1: Streamline Caravan Park and Campgrounds Regulations to Improve Supply and Meet Market Demand Recommendation 2: Increase Support for LandBank to Release Land for more Caravan Park Developments where Viable Recommendation 3: Identify Opportunities to Access Western Australia’s Conservation Estate Recommendation 4: Create Public-Private Partnerships to Improve Delivery and Maintenance of Caravan and Camping Facilities A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 7
CURRENT PROFILE OF THE CARAVAN PARK INDUSTRY Status of the Caravan and Camping Industry Sector Australia Tourism Research Australia’s National and International Visitor Surveys estimate 8.2 million domestic visitors (40.9 million nights) and 321,400 international visitors (4.5 million nights) stayed overnight in caravan or camping accommodation across Australia in 2009. There has been virtually no annual change or fluctuations over the last 10 years in spite of total domestic visitation dropping 6 percent over the same period. Whilst the number of international visitors has grown by around one percent for the last 10 years, the number of international visitor nights has declined by one percent (average annual change). This indicates more international caravan and camping visitors are coming to Western Australia, though staying for shorter durations. 8 Caravan and camping accommodation accounted for 16 percent of total domestic nights and 12 percent of total domestic visitors in 2009. Domestic caravan and camping visitors spent an average of $117 per night and international visitors spent $115 per night, compared to other domestic and international visitors who spend $176 and $253 per night respectively. 9 According to IBIS World, “the industry is largely sensitive to trends in domestic overnight travel and international visitor arrivals. Overall demand originating from these groups is driven by growth in household disposable income and the frequency and length of holidays taken. The continuing escalation in overseas travel by Australians due to the strong exchange rate is also dampening domestic travel demand. The industry is estimated to generate $1.31 billion in revenue during 2011-12, up 1.1% for the year due to steady demand from domestic and international tourism. This growth also contributes to an estimated average annual growth rate of 1.3% for the five years through 2011-12. The industry is forecast to comprise about 1,435 longterm and short-term stay enterprises, down 0.2% from the previous year, largely due to the closure of caravan parks as property values increased and owners sold assets. Industry employment is expected to increase by 0.7% to around 10,650 workers in 2011-12. Over the next five years through 2016-17, total industry revenue is expected to increase by 1% per annum to around $1.38 billion. Site numbers and site capacity levels are expected to continue to decline at a slow, steady rate in future years. Domestic visitor numbers are anticipated to remain relatively stable, while international visitor numbers will decline due to the high Australian dollar.” 10 IBIS World reported that caravan parks and campgrounds weathered the recent economic downturn better than most others in the wider accommodation sector due to a combination of lower pricing, growth in site tariffs and increased demand for better-quality facilities, such as cabins, which command higher rates. IBIS World noted that “in 2006-07 and 2007-08, higher fuel prices directly affected domestic travel patterns and cheap domestic airfares led to a rise in interstate travel and less use of motor vehicles for towing caravans. Furthermore, Australians travelling overseas and interstate travellers were more likely to take advantage of combined cheap airfare and accommodation packages at hotels and resorts, rather than staying at caravan parks. For 2007-08, total caravan park establishments fell by 0.8% and total site capacity by 0.2% to 233,500. Site nights occupied rose 1.8% to 45.1 million as the average site occupancy rate increased only marginally to 53%.” 11 Industry outlook IBIS World predicts that “future industry revenue levels are expected to rise due to the continuing availability and popularity of better quality on-site cabins and units at higher nightly tariffs. Some caravan park owners are expected to take advantage of high land prices and sell their properties. This will result in both decreases in actual site capacity and increases in occupancy rates in existing caravan parks. Less seasonal patterns of use compared with powered and unpowered sites and an increasing use of RVs by tourists on extended holiday trips will also aid growth for industry operators over the next five years. Use of long-term caravan park sites will spike further, due to ongoing reduced affordability of residential housing, for either purchase or rental. A further rise in profit margins is anticipated from industry 8 Caravan or Camping in Australia Snapshots 2009 Tourism Research Australia. 2010 9 Caravan or Camping in Australia Snapshots 2009 Tourism Research Australia. 2010 10 IBIS World Caravan Parks and Campgrounds in Australia July 2011 11 IBIS World Caravan Parks and Campgrounds in Australia July 2011 A Strategic Approach to Caravan and Camping Tourism in Western Australia Page 8
Page 1 and 2: A Strategic Approach to Caravan and
Page 3 and 4: CONTENTS DISCLAIMER AND CONFIDENTIA
Page 5 and 6: Recommendation 4: Create Public-Pri
Page 7: explores the impediments to, and op
Page 11 and 12: Western Australia According to the
Page 13 and 14: Visitor Statistics - Tourism Region
Page 15 and 16: "Hot Spots" - High Demand Areas Pea
Page 17 and 18: International visitor nights 32 Car
Page 19 and 20: Key Statistics for Identified Prior
Page 21 and 22: EXISTING CARAVANNING AND CAMPING IN
Page 23 and 24: Number of Powered Sites in Caravan
Page 25 and 26: Regional Profiles Regional Profile:
Page 27 and 28: Regional Profile: Australia’s Nor
Page 29 and 30: Regional Profile: Experience Perth
Page 31 and 32: Regional Profile: Australia’s Gol
Page 33 and 34: Issues Raised in Consumer Feedback
Page 35 and 36: Marketing Groups Of all Western Aus
Page 37 and 38: Australia’s North West Tourism Re
Page 39 and 40: SWOT ANALYSIS The following strengt
Page 41 and 42: KEY ISSUES, TRENDS AND IMPACTS Cons
Page 43 and 44: parks are the preferred permanent p
Page 45 and 46: kilometre exclusion zone from a lic
Page 47 and 48: Impacts on Sustainability The susta
Page 49 and 50: Regulatory and Other Issues A numbe
Page 51 and 52: Pet friendly locations. 56 Many car
Page 53 and 54: RV's with their own power supply (s
Page 55 and 56: Impacts from High Level Influences
Page 57 and 58: NATIONAL CONTEXT - BEST PRACTICE AP
Page 59 and 60:
It states that “the best way of d
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MARKET SEGMENTATION In their Consum
Page 63 and 64:
Combining the research findings of
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Caravan and camping Shows as per th
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ASW’s consumer website australias
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Family Parks They have a well prese
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PRIORITY AREAS FOR CARAVANNING AND
Page 73 and 74:
Location New facilities proposed, i
Page 75 and 76:
Page 77 and 78:
Page 79 and 80:
High Priorities Location New facili
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Page 83 and 84:
GAP ANALYSIS The Gap Analysis below
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RECOMMENDATIONS The concepts presen
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comply with the Caravan Parks and C
Page 89 and 90:
Rally the Reserves Recommendation 2
Page 91 and 92:
Location LGA Justification Recommen
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segments require different levels o
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Sustainable Serviceability Recommen
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Camp with the Custodians Recommenda
Page 99 and 100:
to participate in the broader econo
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An Overflow Policy That Works Recom
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People Are Our Best Asset Recommend
Page 105 and 106:
Stop Flying Blind Recommendation 9:
Page 107 and 108:
Inspire, Inform and Close the Sale
Page 109 and 110:
Providing a search sub category on
Page 111 and 112:
Australia' North West Australia’s
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Australia' North West Australia’s
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CONSULTATION AND ACKNOWLEDGEMENTS T
Page 117 and 118:
REFERENCES ACC Tourism Development
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