Part 1 - Shire of Ashburton

More documents

Recommendations

Info

Shire of Ashburton Tourism Strategy January 2011 3.4 The Experience Seeker Market Segment Recent Tourism Australia [TA] research has focused upon a new market segment labelled the “Experience Seekers”. A copy of the TA report is included in attachment 12 however as a summary an identified trend globally has been people wanting to understand the lifestyles of others and how it has been influenced by environmental factors. Another has been the trend to seek to grow as an individual, to be healthier, to experience freedom and to reconnect with family. Combined, these trends form the basis of the Experience Seeker traveller and it is believed that this market type occurs in all current market sources and across all age groups. As a summary, the typical experience seeker traveller has, - Above average incomes and therefore possess high yield potential for potential tourism operations, - Are well educated, most with tertiary qualifications so will be keen to learn and ask questions, - Open minded and will enjoy interactive experiences, - Typically this group are opinion leaders and will recommend destinations to others, - They are experienced overseas travellers, - The experience needs to be authentic and memorable, they will tell their friends, - They enjoy interacting with local people and want to learn during their travels, - Adventurous minded and like many activities and things to do whilst on holiday, - Although they have high incomes they still want value for money and will prefer to stay in more modest accommodation in order to spend on activities, - They are looking for something different from their normal lives, - Considered “Australia’s Ideal Traveller” and are the focus of current Tourism Australia advertising campaigns globally. This market segment is estimated at between 30% and 50% of all potential outbound long haul travellers from key market sources and Tourism Australia predicts there is strong long term growth potential from this sector. 3.5 Backpacker Market Segment Despite their reputation as tourists on tight budgets, backpackers spend more, travel further and stay longer than other travellers whilst in Australia. The typical backpacker is young (18‐35 years), educated, adventurous and price conscious. Around 10% of all international visitors to Australia are classified as backpackers and they account for about 25% of all international visitor nights. In 2009, International backpackers spent an average of $8,193 per person on their trip, significantly more than the spend of other international visitors ($4,687) and reflects the higher average length of stay of backpackers (77 nights) compared to other visitors (29 nights) (source: International Visitor Survey, 2009). The numbers visiting Australia grew steadily throughout the last decade. Their travelling style is characterised by the following factors; - Preference for budget accommodation. Most backpackers use the wide variety of hostels around Australia. Whilst they prefer to spend as little as possible for accommodation, they also want value for money with most of their travel finances spent on “activities”. - Eager to mix with travellers and locals. Social contact (including establishing friendships and partying) is a primary motive. Meeting fellow travellers is also an opportunity to acquire good travel tips. - Price Conscious. Whilst aware of prices and wanting to spread their money over a longer period, backpackers spend, on average, double the amount of other international visitors to Australia (source: International Visitor Survey). 25
Shire of Ashburton Tourism Strategy January 2011 - Flexible itinerary and extended stay. Backpackers visiting Australia stay longer than the average international visitor. They usually arrive in Australia with flexible itineraries and travel ideas but few actual bookings. - Active adventure seekers. Of particular interest to backpackers are adventure tours and attractions that require active participation. Activities that are authentically Australian, and removed from the mainstream tourist experiences are of major appeal. They are also looking for interaction and information about Aboriginal culture. - Working holiday. A reasonable proportion are planning to work casually (if they have a Working Holiday visa) to supplement their funds. 3.6 Air Traveller Arrivals In the year 2008/9 the Paraburdoo Airport moved some 65,551 outbound passengers and received some 64,747 inbound passengers and as can be seen from the graph the airport has received very strong and consistent growth since the year 2000, and over the last 5 years have received an average annual growth rate of 16.1%. Paraburdoo Airport Traffic Statistics 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Source: The Bureau of Infrastructure, Transport and Regional Economics 2009 This strong growth is obviously due the resurgence of the local resources industry. Qantas currently operates Perth‐Paraburdoo return morning and evening flights with some 24 services each week. Reflecting the growing importance the broader Pilbara energy and resources industries, Qantas also offers direct east coast services between Port Hedland and Melbourne and between Karratha and Brisbane, Sydney and Melbourne. These are strong indicators that air access into and servicing the Pilbara region will continue to grow over the coming years and although now primarily servicing the business market needs will also offer additional air access opportunities for leisure travellers to experience the region. 26
Page 1 and 2: The Shire of Ashburton Tourism Dest
Page 3 and 4: Shire of Ashburton Tourism Strategy
Page 7 and 8: CONTENTS 1.0 INTRODUCTION 1 1.1 Rep
Page 15 and 16: 1.10 General Global Trends in Trave
Page 31: Shire of Ashburton Tourism Strategy
Page 79 and 80: Location Amenities Tourism Destinat

Part 1 - Shire of Ashburton

Create successful ePaper yourself

Delete template?

Save as template?