Kingscote Airport Business Case - Kangaroo Island Council - SA ...
Kingscote Airport Business Case - Kangaroo Island Council - SA ...
Kingscote Airport Business Case - Kangaroo Island Council - SA ...
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<strong>Kangaroo</strong> <strong>Island</strong> <strong>Airport</strong> Upgrade <strong>Business</strong> <strong>Case</strong><br />
5 Demand analysis<br />
<strong>Kangaroo</strong> <strong>Island</strong> is promoted internationally as a premier eco-tourism destination and<br />
trades on its ‘clean and green’ image and unique nature-based experiences. Based on<br />
research conducted by Tourism Australia in 2010, ‘nature’ motivates people to travel to<br />
Australia more than any other concept. 20 <strong>Kangaroo</strong> <strong>Island</strong>’s unspoilt beauty and<br />
teeming wildlife subsequently provides a sound foundation for it to be recognised as<br />
one of Australia’s great tourism icons.<br />
It is likely that growth of tourism on <strong>Kangaroo</strong> <strong>Island</strong> will continue to occur. Analysis<br />
suggests that an upgrade of <strong>Kangaroo</strong> <strong>Island</strong> airport has the potential to support<br />
tourism growth targets but also substantially increase growth in airline passengers.<br />
Information in this section provides analysis of the potential for this growth.<br />
5.1 Historical analysis<br />
5.1.1 Total visitation to <strong>Kangaroo</strong> <strong>Island</strong><br />
Visitation to <strong>Kangaroo</strong> <strong>Island</strong> continues to remain stable or experience growth despite a<br />
high Australian dollar and recent uncertain economic conditions. Between 2002 and<br />
2012 a 2.6% compound annual growth in visitation occurred and in 2012, <strong>Kangaroo</strong><br />
<strong>Island</strong> attracted approximately 194,000 visitors. This represents approximately a 30%<br />
increase in visitation to <strong>Kangaroo</strong> <strong>Island</strong> over the last decade, or approximately 44,000<br />
visitors.<br />
Figure 8: Visitors to <strong>Kangaroo</strong> <strong>Island</strong>, 2002-2012<br />
*Financial year figures (i.e. 2011 = 2010/11) taken from Colmer Brunton, 2012, Tourism Optimisation Management<br />
Model (TOMM) <strong>Kangaroo</strong> <strong>Island</strong> Committee: Visitor Exit Survey.<br />
Source: Colmer Brunton, 2012; Pacific Aviation Consulting, 2012.<br />
In contrast to <strong>Kangaroo</strong> <strong>Island</strong>’s visitation rates, total visitation to South Australia has<br />
decreased over the last decade. <strong>Kangaroo</strong> <strong>Island</strong> is undoubtedly a destination with<br />
significant appeal and demand which can result in benefits to both South Australia and<br />
Australia. Government assistance in increasing the tourism capacity (access and<br />
product) of <strong>Kangaroo</strong> <strong>Island</strong> is consequently warranted.<br />
20 Tourism Australia, 2013, Australia’s National Landscapes: A partnership between conservation and<br />
tourism.<br />
May 2013<br />
27
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