Brett Bylsma Presentation - Tourism Western Australia

Albany Visitor Profile
May 2008
Brett Bylsma
Tourism WA
Research and Analysis

5 year annual average – YE Dec 2003 – YE Dec 2007
Visitors to Albany
All Purpose of Visit – Overnight Visitors
• Intrastate Visitors 253,000
• Interstate Visitors 68,000
• International Visitors 46,200
______________
TOTAL: 367,200
SPEND
$117 million
$105 a night

5 year annual average – YE Dec 2003 – YE Dec 2007
Visitors to Albany
Holiday Visitors – Overnight (percentage of overall Albany market)
• Intrastate Visitors 120,000 (47%)
• Interstate Visitors 46,000 (68%)
• International Visitors 42,200 (91%)
______________
TOTAL: 208,200

5 year annual average – YE Dec 2003 – YE Dec 2007
Top 5 Regional Holiday Destinations in WA
Overnight Intrastate Holiday Visitors
Busselton 373,000
Augusta/Margaret River 273,000
Albany 120,000
Manjimup 105,000
Northampton 89,000

5 year annual average – YE Dec 2003 – YE Dec 2007
Top 5 Regional Holiday Destinations in WA
Overnight Interstate Holiday Visitors
Augusta/Margaret River 73,000
Broome 55,000
Albany 46,000
Busselton 28,000
Manjimup 28,000

5 year annual average – YE Dec 2003 – YE Dec 2007
Top 5 Regional Holiday Destinations in WA
Overnight International Holiday Visitors
Augusta/Margaret River 53,300
Albany 47,200
Shark Bay 37,500
Broome 35,400
Carnarvon 29,400

Albany is one of the most popular holiday
destinations in regional WA

Intrastate
Snapshot

5 year annual average – YE Dec 2003 – YE Dec 2007
Origin of Visitors
Visitors
Average Nights
Experience Perth 86,000 4.1
Australia’s South West 23,000 2.7
Other WA 11,000 5.3
Other WA,
12%
South West,
13%
Experience
Perth, 74%
% of Nights in Albany

5 year annual average – YE Dec 2003 – YE Dec 2007
Age of Visitors
Visitors Average Nights
15-24 14,000 2.6
25-44 39,000 3.7
45-64 47,000 3.6
65+ 20,000 6.4
65+
27%
15-24
8%
25-44
30%
45-64
35%
% of Nights in Albany

5 year annual average – YE Dec 2003 – YE Dec 2007
Accommodation of Visitors
Visitors Average Nights
Hotel/Motel/Serviced Apartment 38,000 2.7
Commercial Caravan Park/Camping 24,000 5.4
Rented House/Apartment 20,000 5.0
Friends/Relatives House 19,000 3.8
Other 21,000 3.3
Other
15%
Hotel
22%
Friends
House
15%
Rented
House
21%
Caravan
27%
% of Nights in Albany

Interstate
Snapshot

5 year annual average – YE Dec 2003 – YE Dec 2007
Origin of Visitors
Visitors Average Nights
New South Wales 18,000 1.9
Victoria 13,000 2.0
Queensland 9,000 1.9
Other 6,000 2.8
Other, 18%
NSW, 37%
QLD, 18%
VIC, 28%
% of Nights in Albany

5 year annual average – YE Dec 2003 – YE Dec 2007
Age of Visitors
Visitors Average Nights
15-24 1,000 1.0
25-44 7,000 1.9
45-64 23,000 2.0
65+ 15,000 2.1
15-24
1%
25-44
14%
65+
33%
45-64
52%
% of Nights in Albany

5 year annual average – YE Dec 2003 – YE Dec 2007
Accommodation of Visitors
Visitors Average Nights
Hotel/Motel/Serviced Apartment 26,000 1.7
Commercial Caravan Park/Camping 12,000 2.5
Other 8,000 2.5
Other
22%
Hotel
46%
Caravan
32%
% of Nights in Albany

International
Snapshot

5 year annual average – YE Dec 2003 – YE Dec 2007
Origin of Visitors – Top 5
Visitors Average Nights
United Kingdom 11,100 3.4
Germany 4,700 1.8
Singapore 3,700 2.0
New Zealand 3,100 1.7
Netherlands 3,000 2.2

5 year annual average – YE Dec 2003 – YE Dec 2007
Age of Visitors
Visitors Average Nights
15-24 6,000 5.8
25-44 16,500 2.2
45-64 14,300 2.3
65+ 5,300 2.4
65+
11%
15-24
29%
45-64
28%
25-44
32%
% of Nights in Albany

5 year annual average – YE Dec 2003 – YE Dec 2007
Accommodation of Visitors
Visitors Average Nights
Hotel/Motel/Serviced Apartment 17,600 1.8
Commercial Caravan Park/Camping 11,200 2.5
Backpackers/Hostel 8,000 2.5
Other 5,500 7.1
Other
33% Hotel
27%
Backpack
23%
Caravan
17%
% of Nights in Albany

Albany – A Summary
• Over 365,000 visitors to the area each year
• Around 3/5 come for holiday
• One of the most popular holiday destinations in regional WA
• Around 60% of holiday visitation is from Intrastate
• Generally short stays across all markets

Trends and Issues
There has been a downward trend in regional travel in WA
• Long term decline in Domestic travel

Source: Tourism Research Australia - An Assessment
of the Australian Domestic Tourism Market
The Past
Between 1985 and 2005….
The average number of annual trips taken by Australian’s fell from 5.0 to 4.3
Holiday nights declined at an annual rate of -0.5%
Domestic Tourism is Australia’s biggest market, and despite growth in
population, has declined over the long term

Source: ABS –Australian Labour Force (Time Series)
Source: ABS –Australian Labour Force (Time Series)
Source: Tourism Australia – No Leave No Life Program
Changing Work Patterns
More people working longer hours…or not enough
• From 1980 to 2005, the proportion of the Australian workforce working over
40 hours a week has increased by 25%
• Increasing “casualisation” of the workplace means a reduction in leave
entitlements for many workers

Average Working Week 1980 v 2005
Number of Hours a Week
50+
41-49
35-40
2005
1980
16-34
1-15
0% 10% 20% 30% 40% 50%
Percentage of Workforce
Source: ABS –Australian Labour Force (Time Series)

Stockpiling of Annual Leave
Australians are also not taking their Annual Leave
• Only 42% of employees took all their annual leave in the past 12 months
• In any given year, between 25% and 33% of all Australian’s do not take any
annual leave
• According to AC Nielsen, Australians have stockpiled more then 70
million days of annual leave – equal to 14.8 million working weeks or
$11billion in wages. This figure is increasing by 4.4% every 6 months
Source: Tourism Australia – No Leave No Life Program

WA – Short Term Resident Departures
Rolling 12 months – Long Term - Yearly
1,000,000
994,000 Outbound by YE
June 2016
750,000
500,000
250,000
0
June 1987
June 1989
June 1991
June 1993
June 1995
June 1997
June 1999
June 2001
June 2003
June 2005
June 2007
June 2009
June 2011
June 2013
June 2015
Source: DIAC – Passenger Card Data
Tourism Forecasting Committee – Oct 2007

For Further Info…
http://www.tra.australia.com
2006 - An Assessment of the Australian Domestic Tourism Market
2007 - Changing consumer behaviour (Domesticate Research)
2008 - Through the looking glass: The future of Domestic tourism in Australia

esearch@westernaustralia.com