KI Traveller's Levy Economic Impact Assessment - Kangaroo Island ...

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Commercial-in-Confidence KI Traveller’s Levy Impact Assessment In 2007, total visitor expenditure on Kangaroo Island totalled $82 million - 83% of which was from domestic overnight visitors (TRA, 2008). On average, a domestic visitor is estimated to spend $145 per night on the Island and an international visitor $127 per night – relatively high compared with the state and national average (Table 1.3). TABLE 1.3: EXPENDITURE BY TOURISTS ON KI, AVERAGE OF THREE YEARS TO JUNE 2007 Source: TRA 2008 Domestic International Average length of stay (nights) 4.1 2.7 Average spend per trip ($) 597 335 Average spend per night ($) 145 127 S.A. Average spend per night ($) 127 95 Australia Average spend per night ($) 117 70 1.2.1 THE INTERNATIONAL MARKET Chart 1.2 shows a breakdown of international visitor nights to Kangaroo Island by country of origin. The UK is the largest source country by some margin, accounting for one third of visitor nights on the Island. Other key source countries include the USA, and major European countries Germany, France and Italy. Some 30% of these international visitors are backpackers (TRA 2009), noted for long stays in the country and lower than average pernight expenditure. International visitors to Kangaroo Island are overwhelmingly from long-haul countries of origin, with just 7% of all visitors coming from either New Zealand or an Asian country. The source countries for international visitation to Kangaroo Island largely represent traditional markets for Australian tourism as a whole. Rapidly growing markets at a national level, particularly China and the Middle East, have not filtered through to Kangaroo Island at all, with visitation from these regions close to zero. CHART 1.2: INTERNATIONAL VISITOR NIGHTS TO KI BY COUNTRY OF ORIGIN, 2008 9% 9% 3% 3% 5% 9% 7% 1% 3% 4% 11% 33% 3% New Zealand Asia USA Canada United Kingdom Germany Scandinavia France Italy Netherlands Switzerland Other Europe Other Countries Source: TRA 7
Commercial-in-Confidence KI Traveller’s Levy Impact Assessment 1.2.2 THE DOMESTIC MARKET Intrastate tourists account for around two-thirds of domestic overnight visitors to KI. Of interstate visitors, NSW was the largest domestic source market, accounting for 14% of visitor numbers, with neighbouring Victoria accounting for a further 9% (Chart 1.3). Very few visitors from less populated states and territories visited Kangaroo Island in 2008. 100% CHART 1.3: DOMESTIC OVERNIGHT VISITORS TO KI BY ORIGIN, 2008 80% 60% 40% 20% 0% SA NSW Vic Qld WA NT ACT Tas Source: TRA 1.2.3 PURPOSE OF TRAVEL The vast majority of visitors to Kangaroo Island are leisure travellers, with 93% of those visiting in 2007-08 doing so for a holiday. Of the remainder, 4% travelled to the Island for business and 3% to visit friends and relatives. These shares are reasonably consistent across different visitor types, although intrastate and day visitors are somewhat more likely to visit Kangaroo Island for reasons other than a holiday (see Table 1.4). TABLE 1.4: VISITORS TO KANGAROO ISLAND BY PURPOSE OF TRIP, 2007-08 Day Visitors Intrastate Overnight Interstate Overnight International Visitors Holiday 13,725 54,267 50,268 45,095 Visiting friends & relatives 110 2,413 1,448 460 Business 2,815 3,618 483 460 Source: Access Economics estimation using 2006-07 TOMM data and TRA data 1.2.4 LENGTH OF STAY Of those who stay on Kangaroo Island for at least one night, stays are typically quite short. TRA reports that the average length of stay for domestic visitors is 4.1 nights, while for 8
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