Cultural Tourism Market Profile, year ending June ... - Tourism Victoria

More documents

Recommendations

Info

T O U R I S M V I C T O R I A Cultural Tourism M a r k e t P r o f i l e Y e a r E n d i n g J u n e 2 0 1 2 Since year ending June 2008, there has been an average annual increase of 3.6% for domestic overnight cultural visitors to Victoria (compared to an increase of 3.4% per annum for Australia) and an increase of 3.0% per annum for visitor nights spent by these visitors in the State (compared to a slight increase of 0.7% per annum for Australia). Victoria’s share of domestic overnight cultural visitors increased marginally (+0.1 percentage points) since year ending June 2008, to 25.1% in year ending June 2012. Over this period the market share of the nights spent by this segment in Victoria increased by 1.5 percentage points to 16.8%. Domestic Daytrip Visitation There were 11.9 million daytrips undertaken by domestic cultural visitors in Australia for the year ending June 2012. The cultural segment had a 7.1% market share of all domestic daytrips in Australia. In Victoria, there were 3.6 million daytrips undertaken by domestic cultural visitors, with the segment accounting for 8.2% of all domestic daytrips to and within Victoria. Domestic cultural daytrips to and within Victoria increased by 6.8% from year ending June 2011 to year ending June 2012. PROFILE OF INTERNATIONAL OVERNIGHT CULTURAL VISITORS The analysis following examines those who are overnight Aboriginal tourism visitors who participated in that activity while on their trip to Australia and also visited Victoria on that trip. Trip activity data is not specific to state or territory participated in for the International Visitors Survey in 2012. Origin of Cultural Visitors to Victoria United Kingdom 12% Europe 17% North America 11% Other Countries 5% New Zealand Japan China Prepared by the Tourism Victoria Research Unit – December 2012 2 of 4 10% 2% Other Asia 22% 17% India The largest single source market of international overnight cultural tourism visitors to Australia who visited Victoria was China with 17% or an estimated 178,600 visitors in the year ending June 2012. Other significant markets include Other Asia (excluding Japan, China and India) with 22% or an estimated 3% 232,400 visitors in year ending June 2012, Europe (est. 184,100) and the United Kingdom (est. 128,700). Age Group (% of International Cultural Visitors) International overnight cultural visitors to Victoria were most likely to be aged between 25-44 years (40%) or 45-64 years (33%). Age Group Cultural Visitors to Victoria Cultural Visitors to Australia Total Travellers to Australia 15 - 24 years 18% 18% 16% 25 - 44 years 40% 41% 42% 45 - 64 years 33% 32% 34% 65 years or over 9% 9% 9% TRAVEL BEHAVIOUR OF INTERNATIONAL OVERNIGHT CULTURAL VISITORS TO VICTORIA Main Purpose of Visit to Australia (% of International Cultural Visitors) 56% of international overnight cultural visitors to the State were travelling in Australia on holiday and 21% were visiting friends and relatives. International overnight cultural visitors to Victoria were more likely to be travelling on holidays and less likely to be travelling on business than travellers to Australia in general. Purpose of Visit Cultural Visitors to Victoria Cultural Visitors to Australia Total Travellers to Australia Holiday 56% 54% 44% Visiting friends or relatives 21% 23% 25% Business 9% 9% 16% Education 8% 8% 7% Employment 3% 3% 4% Other 2% 3% 4% Length of Visit (% of International Cultural Visitors) 63% of international overnight cultural visitors who visited Victoria were on a visit of 1 to 9 nights compared to 36% of international overnight cultural visitors to Australia. A further 22% of international overnight cultural visitors who visited Victoria stayed 10 to 39 nights in the State, compared to 39% of all international overnight cultural visitors to Australia. Length of Visit Cultural Visitors to Victoria Cultural Visitors to Australia Total Travellers to Australia 1-9 nights 63% 36% 46% 10-39 nights 22% 39% 35% 40-99 nights 7% 12% 10% 100-199 nights 5% 7% 5% 200+ nights 3% 6% 4%
T O U R I S M V I C T O R I A Cultural Tourism M a r k e t P r o f i l e Y e a r E n d i n g J u n e 2 0 1 2 Travel Party (% of International Cultural Visitors) The majority of international overnight cultural visitors who visited Victoria travelled alone (49%) or as an adult couple (24%). PROFILE OF DOMESTIC OVERNIGHT CULTURAL VISITORS TO VICTORIA Domestic Overnight Cultural Visitors to Victoria by Origin Cultural Visitors to Cultural Visitors to Total Travellers to Intrastate (58%) Travel Party Victoria Australia Australia Travelling Alone 49% 50% 55% Adult Couple 24% 23% 20% Family Group - parents and children 10% 11% 10% Friends or relatives 12% 11% 9% Business associates 4% 4% 5% School tour group (teachers and/or students) 0% 1% 1% Regional VIC 31% Interstate 42% NSW 43% Qld 21% SA 14% WA 9% Tas 7% Accommodation (% of International Cultural Nights) Melbourne 27% ACT NT 4% 2% Of visitor nights spent in Victoria by international cultural visitors, 46% were spent in a rented house, apartment or flat and 27% were spent in the home of a friend or relative in the year ending June 2012. Cultural Visitors to Cultural Visitors to Total Travellers to Accommodation Victoria Australia Australia Hotel, resort, motel, motor Inn 10% 10% 11% Rented house / apartment / unit / flat 46% 42% 40% Caravan & Camping 2% 3% 2% Home of friend or relative 27% 25% 28% Backpacker / hostel 6% 9% 7% Other 9% 11% 12% Cultural Activities (% of International Visitors) 65% of international overnight cultural visitors to Victoria visited museums or art galleries, 60% visited historical or heritage buildings and 22% experienced aboriginal art, craft or cultural displays. International overnight cultural visitors to Victoria more commonly engaged in most activities excluding attend aboriginal performance, compared to international overnight cultural visitors to Australia. Activity Cultural Visitors to Victoria Cultural Visitors to Australia Visit museums or art galleries 65% 56% Visit history / heritage buildings, sites or monuments 60% 56% Experience aboriginal art / craft and cultural displays 22% 20% Attend theatre, concerts or other performing arts 21% 20% Attend festivals / fairs or cultural events 22% 20% Visit art / craft workshops / studios 15% 13% Visit an aboriginal site / community 11% 9% Attend aboriginal performance 8% 9% The domestic cultural tourism segment in Victoria attracts slightly more intrastate overnight visitors (58%). Interstate overnight cultural visitors most commonly originated from the New South Wales market, accounting for 43% of all interstate visitors, with a further 21% of interstate overnight cultural visitors coming from Queensland and 14% from South Australia. Age Group (% of Cultural Visitors) Domestic overnight cultural visitors to and within Victoria were most likely to be aged between 45-64 years (37%) or 25-44 years old (31%). Cultural Visitors to Cultural Visitors to Total Domestic Age Group Victoria Australia Travellers 15 - 24 years 15% 13% 14% 25 - 44 years 31% 31% 37% 45 - 64 years 37% 38% 35% 65 years or over 17% 18% 14% Lifecycle (% of Cultural Visitors) Domestic overnight cultural visitors to and within the State tended to be in the Parent (35%) lifecycle segment. The lifecycle distribution of these visitors is very similar to that of domestic travellers overall. Lifecycle Cultural Visitors to Victoria Cultural Visitors to Australia Total Domestic Travellers Single, no kids 20% 16% 18% Couple, no kids 8% 10% 11% Parent 35% 34% 38% Older working 17% 18% 16% Older non-working 20% 22% 17% Prepared by the Tourism Victoria Research Unit – December 2012 3 of 4
Page 1: T O U R I S M V I C T O R I A Cultu

Cultural Tourism Market Profile, year ending June ... - Tourism Victoria

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?