Background_E_Market_Assessment - Shoalhaven City Council ...

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Nowra CBD Master Plan – Market AssessmentTable 9 - Summary of International and Domestic Travel to the Shoalhaven (2007)Shoalhaven LGANSW AverageCharacteristicInternationalDomesticOvernightDomestic DayTrippersInternationalDomesticOvernightDomesticDayTrippersVisitors 21,000 1,057,000 1,158,000 n/a n/a n/aVisitor nights 174,000 3,651,000 n/a n/a n/a n/aTourist Spend $14m $358m $99m n/a n/a n/aAverage stay 8.1 nights 3.5 nights n/a 19 nights 3.5 nights n/aAverage spend per trip $640 $339 $86 $1,837 $433 $99Average spend per night $79 $98 n/a $97 $124 n/aSource: Tourism Research Australia 2007TRA also provides data on the estimated expenditure in local areas for international, domestic overnight and domesticday visitors. All expenditure estimates are estimated at the Statistical Local Area level and then aggregated to the LocalGovernment Area, based on the relevant concordances. All expenditure estimates exclude domestic airfares andpurchase of capital goods like motor vehicles.The Shoalhaven Visitor Profile and Satisfaction Report was conducted by TRA during June and July 2006. Thefollowing information is based on a sample of 121 people who visited the Shoalhaven during this period:• The top 2 reasons for visiting the Shoalhaven were ‘a place to spend time with a partner, family or friend (70%)and ‘a variety of things to see and do’ (30%);• Visitors of Shoalhaven expectations included ‘relaxation and rejuvenation’, ‘nature-based activities’ and ‘anopportunity to tour around and explore.’ Activities included sightseeing, shopping and eating out at restaurants;• The Shoalhaven’s National Parks also rated ‘highly’ on satisfaction;• 73% of the visitors were overnight visitors and 27% were day-trippers;• 88% were from Sydney, with the majority of these travelling by car down the Princes Highway;• On average, visitors travelling to the Shoalhaven visited or passed through between 3 and 4 destinationsduring their trip – Berry (70%), Nowra (55%), Ulladulla (34%) and Kangaroo Valley (33%);• 64% visited for holiday/leisure purposes, 30% visited friends and 6% for business/other purpose; and• Overall, the surveyed visitors were highly satisfied with the Shoalhaven, with the vast majority stating that theywould visit the again in the next 12 months and would recommend the Shoalhaven to others.6.2 Tourism Businesses in Shoalhaven LGAThe economic value of tourism in regional destinations is largely driven by the business community. Efforts indestination marketing and infrastructure development support or build on the success of businesses. Regions with highvisitation but low business engagement may struggle to profit from tourism. Strategies aimed at specific types of tourismsuch as cultural tourism needs to involve businesses in identifying commercial opportunities.The TRA defines a tourism business as: an active business entity which relies significantly on visitors through bothdirect and indirect consumption of the tourism characteristic or tourism connected industry products or services theC09143 Page 32 Hill PDA
Nowra CBD Master Plan – Market Assessmentbusiness produce. Tourism businesses are split into 2 groups – tourism characteristic and tourism connectedbusinesses. The two groups are defined as follows 2 :1. Tourism characteristic businesses: ‘those [businesses] that would either cease to exist in their present form, orwould be significantly affected if tourism were to cease. In the Australian Tourism Satellite Account, for anindustry to be “characteristic”, at least 25% of its output must be consumed by visitors.’2. Tourism connected businesses: ‘those [businesses], other than tourism characteristic [businesses], for which atourism related product is directly identifiable (primary) to, and where the products are consumed by visitors involumes which are significant for the visitor and/or the producer.’Examples of businesses which fall into both categories are provided in the table below.Table 10 - Tourism Business ClassificationsTourism Characteristic BusinessesTravel agency and tour operatorAir and water transportMotor vehicle hireAccommodationCafé’s and restaurantsTakeaway food retailingSource: Tourism Research Australia, ANZIC and ABS 2008.Tourism Connected BusinessesRoad and rail transportAutomotive fuel retailingFood and beverage manufacturingRetail tradeClubs, pubs, taverns and barsLibraries, museums and the artsEntertainment servicesAt June 2007 there were a total of 2,328 tourism businesses recorded in Shoalhaven LGA.Table 11 - Summary of Tourism Businesses in Shoalhaven LGA (June 2007)Type of BusinessNumberProportionof Total (%)Non-employing businesses 930 40%Micro businesses (1-4 employees) 714 31%Small businesses (5-19 employees) 534 23%Medium to large businesses (20 or more employees) 150 6%Total Businesses 2,328 100%Source: Tourism Research Australia 2007 and Counts of Australian Businesses, including Entries and Exits Jun 2003 to Jun 2006. Cat: 8165.06.3 Implications for Nowra CBDWhilst there appears to be sufficient tourism accommodation in coastal areas of the Shoalhaven, it is apparent thatthere is a lack of good quality tourist accommodation in Nowra CBD. There are a number of lower-grade hotels andmotels and a caravan park that satisfy the basic needs of last-minute and ‘stop-over’ overnight tourists, however, thereis a shortage of quality boutique hotels, self-catered apartments/units or holiday homes. Given Nowra’s central location,amenity, proximity to the Shoalhaven River and tourist attractions, there are definite opportunities to improve thetourism accommodation in Nowra.Other opportunities exist in event tourism, festivals and markets which increase the stay of travellers through the town.These would be part of a broader tourism and economic development strategy.2Source: Australian Bureau of Statistics 2007, Count of Australian Businesses, including Entries and Exits, Catalogue No. 8165.0, ABS, Canberra.C09143 Page 33 Hill PDA
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