Understanding Queensland’s Touring Market What proportion of visitors to each region are tourers? Domestic tourers 15%
Greater insight into touring visitors to Queensland and its regions have been obtained through a detailed analysis of Tourism Research Australia’s National and International Visitor Survey data from the year ending December 2000 to the year ending December 2010.
10%
se r
C
ne
hi
65% 50% 52%
Brisbane, the Gold Coast and Sunshine Coast are popular stops for domestic tourers, with over one third of domestic tourers to Queensland visiting each of these regions. Approximately two in five domestic tourers travel exclusively within these three regions during their trip in Queensland. The Whitsundays is the least visited region by domestic tourers.
73%
60%
55%
28%
69%
20%
Co as un t ra da lQ be ue rg en sl an d M ac W ka hi y ts un da To ys w ns vi lle D O ar TN ut ba ling Q ck D ow Q ue ns en sl an d
oa st
B
Fr a
se r
C
hi ne
C
en t
S
un s
B
ris b
an e
t oa s ol d G
61%
44%
17%
C
The three regions most popular with international visitors are Brisbane, Tropical North Queensland (TNQ), and the Gold Coast (65%, 43% and 40% of international tourers to Queensland respectively). Few international tourers visit the Darling Downs, Outback Queensland or Bundaberg.
15%
13%
International tourers
and includes driving1 to at least one destination in Qld for leisure2
Brisbane, the Gold Coast and Sunshine Coast are popular with tourers, yet tourers represent 10% or less of all domestic visitors to each region annually. Tourers represent between 15% and 23% of all domestic visitors to each of Queensland’s other region annually.
17%
oa st C Co en B un a s tr al da t Q ue b e en rg sl an M d a W hi cka ts un y d To ay s w ns vi le D O ut a r T l ba in N ck g Q D Q o ue w en ns sl an d
ne
t
ba
oa s
ris
C
S
un s
B
ol d G
over 4 or more nights
15%
9% 8% 10%
A tourer is defined as on a trip with:
3 or more overnight stops
17% 17%
23%
Fr a
Tourers to Queensland directly contribute approximately 15,000 jobs annually to the State.
Tourers represent just over one quarter of all international visitors to Brisbane and one in seven international visitors to Outback Queensland each year. Overall, domestic tourers spend more than international tourers. Domestic tourers contribute $1.2 billion per year, on average, to the Queensland economy and international tourers contribute $737 million per year, on average. Base: All visitors to Queensland from 2000 to 2010
www.tq.com.au/research
1
Understanding Queensland’s Touring Market Brisbane On average, 350,000 domestic and 232,000 international tourers visit Brisbane each year. Tourers represent 8% of all domestic and 28% of all international visitors to Brisbane each year. Brisbane is a major entry and exit point for both domestic and international tourers to Queensland. One in five domestic and two in five international tourers use Brisbane as their gateway to the State. Most domestic (66%) and international (47%) tourers that enter the State via Brisbane arrive in a private vehicle.
working holiday in the region. These types of tourers often stay up to six months in the one region. Typically a domestic tourer spends $107 in Brisbane per night and the greatest proportion of dollars are spent on food, shopping and accommodation. While an international tourer usually spends $70 per night in the region. In 2010, it is estimated that tourers directly accounted for 3,400 jobs in Brisbane.
How many nights, on average, do tourers spend in the region? 26.4
Approximately one third of all domestic tourers and two thirds of all international tourers spend at least one night in Brisbane. On average, domestic tourers stay five nights in one or two different location in the region. International tourers stay an average of eight nights, over one or two locations in the region. Overall the number of nights domestic tourers spent in Brisbane declined between 2000 and 2010. The reverse can be said for international tourers, doubling the number of nights they spent in the region during the period. These trends are align with those seen at a State level.
The primary reason tours visit Brisbane is for a holiday (50% domestic tourers and 64% international tourers). However, 47% of domestic and 37% of international tourers stop in Brisbane to visit their friends and relatives. The high proportion of tourers stopping to visit friends and relatives in Brisbane accounts for the large proportion of nights spent in private accommodation (e.g. with friends and relatives) in the region. A large proportion of international tourers nights are spent in rental accommodation (31%). Usage of this style of accommodation has been bolstered by tourers studying or on a
12.9
11.8 5.2 Domestic Tourers
International Tourers
Brisbane
Queensland
What type of accommodation do tourers use?
Domestic tourers Private accommodation Caravan or camping
37%
Backpackers
Private 74% accommodation Caravan or camping
9% 29%
Hotel, motel or resort Rental accommodation
International tourers
Hotel, motel or resort
13% 21%
47% 32% 3% 12% 8% 15%
Rental accommodation
3% 11% 0% 1%
Backpackers Brisbane
31% 25% 8% 16% Brisbane
Queensland
Queensland
Base: Tourers to Queensland from 2000 to 2010
www.tq.com.au/research 2
Understanding Queensland’s Touring Market Gold Coast On average, 317,000 domestic and 142,000 international tourers visit the Gold Coast each year. Tourers represent 9% of all domestic and 17% of all international visitors to the Gold Coast each year.
The Gold Coast is the second most popular entry point into Queensland for tourers with one in five domestic and international tourers respectively entering Queensland via this region.
The Gold Coast is more popular with interstate and international visitors, approximately two in five stopping in the region, than with Queenslanders (17% stopping on the Gold Coast).
In 2010 tourers directly accounted for approximately 2,650 jobs on the Gold Coast.
How many nights, on average, do tourers spend in the region? 26.4
11.8
The Gold Coast is often a longer stop on tourers itineraries with domestic tourers spending an average of six nights and international tourers an average of 10 nights in the region. Generally tourers (domestic and international) to the Gold Coast spend all their nights in the same location during their stay.
Domestic Tourers Gold Coast
International Tourers Queensland
What type of accommodation do tourers use? Domestic tourers
Domestic tourers spend more per night ($148) on the Gold Coast, than in Queensland in general ($113), as they spend comparatively more on entertainment and accommodation. For the same reasons, international tourers also spend more on the Gold Coast ($86) per night than in Queensland in general ($76).
Private accommodation
Rental accommodation is more popular with tourers (domestic and international) on the Gold Coast than in any other Queensland region.
Hotel, motel or resort
Private accommodation (e.g. staying with friends and relatives) is used by approximately one third of domestic and international tourers. This is not surprising as a high proportion (one quarter) of tourers stop to visit friends or relatives on the Gold Coast. The number one reason tourers visit the Gold Coast is for a holiday (74% domestic tourers and 79% international tourers).
9.9
5.9
30% 37%
Caravan or camping
10% 29% 33% 21%
Rental accommodation
Backpackers
International tourers
26% 11% 0% 1%
Private accommodation Caravan or camping
Queensland
5% 12%
Hotel, motel or resort
14% 15%
Rental accommodation
Backpackers Gold Coast
36% 32%
34% 25% 8% 16% Gold Coast
Queensland
Base: Tourers to Queensland from 2000 to 2010
www.tq.com.au/research 3
Understanding Queensland’s Touring Market Sunshine Coast On average, 146,000 domestic and 128,000 international tourers visit the Sunshine Coast each year. Tourers represent 10% of all domestic and 50% of all international visitors to the Sunshine Coast each year.
How many nights, on average, do tourers spend in the region? 26.4
11.8 6.5
International and domestic tourers both spend an average of six to seven nights on the Sunshine Coast and often all at the one location in the region.
Domestic Tourers
Queensland
What type of accommodation do tourers use?
Domestic tourers most commonly use a private vehicle (85%) to get around the region. International tourers tend to prefer a rental vehicle (44%) or private vehicle (33%) to travel around the Sunshine Coast.
The direct impact of tourers on employment on the Sunshine Coast in 2010 was approximately 1,450 jobs.
International Tourers
Sunshine Coast
Dollars spent by domestic tourers on the Sunshine Coast is on par with the Queensland average amongst both domestic and international tourers.
Private or rental accommodation are the most popular forms of accommodation used by tourers to the Sunshine Coast.
6.6
Domestic tourers Private accommodation
27% 37%
Caravan or camping
21%
Hotel, motel or resort
20% 21%
29%
Rental accommodation
Backpackers
International tourers 33% 32%
Caravan or camping
11% 12%
Hotel, motel or resort
23% 11% 0% 1% Sunshine Coast
Private accommodation
18% 15%
Rental accommodation
24% 25% 12% 16%
Backpackers Queensland
Sunshine Coast
Queensland
Base: Tourers to Queensland from 2000 to 2010
www.tq.com.au/research 4
Understanding Queensland’s Touring Market Tropical North Queensland On average, 275,000 domestic and 155,000 international tourers visit Tropical North Queensland each year. Tourers represent 10% of all domestic and 20% of all international visitors to TNQ each year.
The direct impact of tourers on employment in TNQ in 2010 was approximately 3,600 jobs.
How many nights, on average, do tourers spend in the region? 26.4
One in five international tourers and 5% of domestic tourers start their tour through Queensland in TNQ. Around half of all international tourers that start their tour in TNQ also finish their tour in TNQ. The majority of all tourers fly into the region (59% domestic and 52% international tourers). Once in the region domestic tours usually use a private car (72%) to get around and international tourers often use a hire car (37%). Tourers (domestic and international) tend to have longer stays in TNQ, compared with other Queensland regions, and often stop in two or three different locations within the region. As a result 12% of domestic and 19% of international tourer nights are spent in the region. Domestic tourers commonly use private and caravan or camping style accommodation in the region. Hotel style accommodation tends to be used more commonly used on shorter stays amongst domestic tourers to TNQ.
Backpacker or hotel style accommodation are commonly used by international tourers in TNQ. Domestic tourers spend more per night ($131) in TNQ than in Queensland in general ($113). Similarly international tourers also spend more in TNQ per night ($109) than in any other Queensland region.
11.8
9.5
11.4
Domestic Tourers
International Tourers
Tropical North Queensland
Queensland
What type of accommodation do tourers use? Domestic tourers Private accommodation
23% 37%
Caravan or camping
Private accommodation
43%
22% 21%
Rental accommodation
8% 11%
10% 32%
Caravan or camping
29%
Hotel, motel or resort
Backpackers
International tourers
17% 12%
Hotel, motel or resort
24% 15%
Rental accommodation
2% 1%
19% 25% 26%
Backpackers
Tropical North Queensland
Queensland
16%
Tropical North Queensland
Queensland
Base: Tourers to Queensland from 2000 to 2010
www.tq.com.au/research 5
Understanding Queensland’s Touring Market The Whitsundays
How many nights, on average, do tourers spend in the region? 26.4
On average, 79,000 domestic and 95,000 international tourers visit The Whitsundays each year. Tourers represent 17% of all domestic and 44% of all international visitors to The Whitsundays each year.
11.8
Domestic tourers spend more per night ($172) in The Whitsundays than in any other Queensland region and normally spend the greatest proportion of their money (40%) on accommodation. International tourers spend more per night in The Whitsundays ($96) than in Queensland in general ($76).
Domestic Tourers
Similar to domestic tourers, The Whitsundays is often a short stop for international tourers, yet they are more likely than domestic tourers to stay in more than one location during their time in the region. The direct impact of tourers on employment in The Whitsundays in 2010 was approximately 750 jobs.
International Tourers
Whitsundays
Domestic tourers most commonly choose hotel or camping style accommodation in the Whitsundays. International tourers most commonly opt for rental or backpacker accommodation types. The Whitsundays is often a shorter stop on itineraries with the average stay lasting 4.8 nights. In addition, most domestic tourers stay in the one location the whole time they are in the region.
5.5
4.4
Queensland
What type of accommodation do tourers use? Domestic tourers Private accommodation
13% 37%
Caravan or camping Hotel, motel or resort
Private accommodation
35% 29%
Caravan or camping
35%
Hotel, motel or resort
21%
Rental accommodation
Backpackers
International tourers
11% 11%
4% 32% 21% 12% 16% 15%
Rental accommodation
1% 1%
11% 25% 33%
Backpackers
Whitsundays
Queensland
16% Whitsundays
Queensland
Base: Tourers to Queensland from 2000 to 2010
www.tq.com.au/research 6
Understanding Queensland’s Touring Market Bundaberg, Central Queensland, Darling Downs, Fraser Coast, Mackay, Townsville and Outback Queensland. Tourers represent between 15% and 23% of all domestic visitors to each region annually. From 2000 to 2010, approximately one third of domestic tourer nights and 19% of international tourer nights in Queensland were spent in these regions. In particular, few international tourers stay in Bundaberg, the Darling Downs or in Outback Queensland.
Driving is the most common method used to get to/from and around these destinations. The direct employment impact that touring had on each region in 2010 was estimated to be as follows: Fraser Coast 550 jobs; Darling Downs 550 jobs; Bundaberg 250 jobs; Central Queensland 600 jobs; Mackay 300 jobs; Townsville 700 jobs; Outback Queensland 600 jobs.
Average proportion of annual expenditure in each region Domestic tourers
Amongst domestic tourers, the Darling Downs and Outback Queensland are usually shorter stops. However, domestic tourers often make multiple short stops during their trip to Outback Queensland. On average, the number of nights international tourers spend in the Darling Downs is high. However the average is inflated by a small number of tourers on extensive stays for education or on a working holiday in the region. One quarter of domestic tourers’ expenditure in Queensland occurs in these regions. In Outback Queensland and Bundaberg, more money is spent on fuel than any other item (approximately one third of spending). Domestic tourers usually spend less per night (under $100 per night) in these regions than in Queensland in general ($113 per night). Only a small proportion (13%) of international tourers expenditure in Queensland occurs in these regions. Caravan or camping and private (e.g. with friends or family) are the most common styles of accommodation used by domestic travellers across these regions. Caravan or camping, private and backpacker accommodation are popular amongst international tourers to these regions.
Rest of Queensland 74%
Townsville 4% Fraser Coast 4% Darling Downs 4% Outback 3% Mackay 3%
Bundaberg Central Queensland 2% 6%
International tourers Rest of Queensland 86%
Townsville Fraser Coast 3% 4% Darling Downs 1% Outback 0.5% Mackay Bundaberg 0.9% 0.9% Central Queensland 3%
Base: Tourers to Queensland from 2000 to 2010
www.tq.com.au/research 7
Understanding Queensland’s Touring Market Domestic Visitors to Queensland (Average visitors from the year ending December 2000 to the year ending December 2010) Queensland
Gold Coast
Brisbane
Sunshine Coast
Tropical North Queensland
Whitsundays
Average number of visitors to per year
16.6 million
3.5 million
4.6 million
2.8 million
1.4 million
470,000
Average no. of nights spent in each region
4.5
4.5
3.4
4.1
5.5
4.9
All Domestic Visitors - Profile
All Domestic Visitors – Average Annual Expenditure in Queensland Total
$11.1 billion
$2.8 billion
$2.4 billion
$1.6 billion
$1.4 billion
520 million
Per night
$147
$178
$153
$139
$175
$225
Average no. of tourers to each region per year
950,000
317,000
350,000
275,000
146,000
79,000
% of all domestic visitors to each region that are tourers
6%
9%
8%
10%
10%
17%
Average no. of nights spent in each region
11.8
5.9
5.2
6.5
9.5
4.4
Domestic Touring Visitors - Profile
Domestic Touring Visitors – Average Annual Expenditure in Queensland Total
$1.2 billion
$277 million
$192 million
$200 million
$182 million
$60 million
Per night
$113
$148
$107
$112
$131
$172
Domestic Touring Visitors – Queensland Trip Characteristics Average no. of nights spent at each stop
n/a
4.9
3.5
5.0
3.5
3.5
Accommodation where tourers spend the most nights
Private accommodation or caravan and camping
Hotel, motel or resort Private accommodation
Private accommodation
Private accommodation Rental accommodation
Caravan or camping Private accommodation
Hotel, motel or resort Caravan or camping
Average number of stops in each region
3.4
1.2
1.5
1.3
2.7
1.2
Please note that information in this report has been calculated using ABS statistical regions and that there are some differences between RTO regions and ABS statistical regions.
www.tq.com.au/research 8
Understanding Queensland’s Touring Market Domestic Visitors to Queensland (Average visitors from the year ending December 2000 to the year ending December 2010) Queensland
Fraser Coast
Bundaberg
Central Qld
Mackay
Townsville
Darling Downs
Outback
Average number of visitors to per year
16.6 million
754,000
526,000
1.2 million
621,000
911,000
1.4 million
466,000
Average no. of nights spent in each region
4.5
3.9
3.7
3.6
3.8
3.8
2.8
4.8
All Domestic Visitors - Profile
All Domestic Visitors – Average Annual Expenditure in Queensland Total
$11.1 billion
$302 million
$163 million
$505 million
$286 million
$470 million
$386 million
$193 million
Per night
$147
$104
$84
$120
$120
$136
$98
$86
Domestic Touring Visitors - Profile Average no. of tourers to each region per year
950,000
115,000
92,000
194,000
95,000
114,000
210,000
108,000
% of all domestic visitors to each region that are tourers
6%
15%
17%
17%
15%
13%
15%
23%
Average no. of nights spent in each region
11.8
5.1
4.4
4.1
4.0
4.9
2.9
5.3
Domestic Touring Visitors – Average Annual Expenditure in Queensland Total
$1.2 billion
$51 million
$25 million
$76 million
$32 million
$54 million
$47 million
$41 million
Per night
$113
$87
$62
$94
$83
$97
$78
$71
Domestic Touring Visitors – Queensland Trip Characteristics Average no. of nights spent at each stop
n/a
3.9
3.4
2.6
3.1
3.3
2.1
2.2
Accommodation where tourers spend the most nights
Private accommodation Caravan or camping
Caravan or camping Private accommodation
Caravan or camping Private accommodation
Caravan or camping Private accommodation
Caravan or camping Private accommodation
Private accommodation Caravan or camping
Private accommodation Caravan or camping
Caravan or camping Private accommodation
Average number of stops in each region
3.4
1.3
1.3
1.6
1.3
1.5
1.4
2.4
www.tq.com.au/research 9
Understanding Queensland’s Touring Market International Visitors to Queensland (Average visitors from the year ending December 2000 to the year ending December 2010) Queensland
Gold Coast
Brisbane
Sunshine Coast
Tropical North Queensland
Whitsundays
Average number of visitors to per year
2 million
809,000
839,000
256,000
782,000
216,000
Average no. of nights spent in each region
15.8
8.5
13.6
8.4
7.8
5.4
All International Visitors - Profile
All International Visitors – Average Annual Expenditure in Queensland Total
$3.4 billion
$892 million
$960 million
$171 million
$991 million
n/a
Per night
$106
$129
$84
$80
$163
n/a
Average no. of tourers to each region per year
360,000
142,000
232,000
128,000
155,000
95,000
% of all international visitors to each region that are tourers
18%
17%
28%
50%
20%
44%
Average no. of nights spent in each region
26.4
9.9
12.9
6.6
11.4
5.5
International Touring Visitors - Profile
International Touring Visitors – Average Annual Expenditure in Queensland Total
$737 million
$121 million
$208 million
$66 million
$192 million
$50 million
Per night
$76
$86
$70
$77
$109
$96
International Touring Visitors – Queensland Trip Characteristics Average no. of nights spent at each stop
n/a
7.5
7.9
4.8
5.0
3.6
Accommodation where tourers spend the most nights
Hotel, motel or resort Caravan and camping Private accommodation
Private or rental accommodation
Private or rental accommodation
Private or rental accommodation
Backpackers Hotel, motel or resort accommodation
Backpackers Caravan and camping
Average number of stops in each region
4.9
1.3
1.6
1.4
2.3
1.5
n/a information not available
www.tq.com.au/research 10
Understanding Queensland’s Touring Market International Visitors to Queensland (Average visitors from the year ending December 2000 to the year ending December 2010) Queensland
Fraser Coast
Bundaberg
Central Qld
Mackay
Townsville
Darling Downs
Outback
All International Visitors - Profile Average number of visitors to per year
2 million
190,000
44,000
116,000
47,000
135,000
38,000
33,000
Average no. of nights spent in each region
15.8
4.2
9.5
6.3
6.7
8.8
15.2
7.0
International Touring Visitors - Profile Average no. of tourers to each region per year
360,000
99,000
29,000
70,000
35,000
74,000
23,000
23,000
% of all international visitors to each region that are tourers
18%
52%
65%
60%
73%
55%
61%
69%
Average no. of nights spent in each region
26.4
3.9
7.3
5.0
3.5
5.5
11.5
4.8
International Touring Visitors – Average Annual Expenditure in Queensland Total
$737 million
$26 million
$7 million
$20 million
$7 million
$25 million
$11 million
$4 million
Per night
$76
$68
$31
$56
$58
$61
$41
$36
International Touring Visitors – Queensland Trip Characteristics Average no. of nights spent at each stop
n/a
2.6
6.3
3.6
2.9
4.0
7.9
3.1
Accommodation where tourers spend the most nights
Hotel, motel or resort Caravan or camping Private accommodation
Caravan or camping Backpackers
Backpackers Caravan or camping
Private accommodation Caravan or camping
Private accommodation Caravan or camping
Backpackers Private accommodation
Private or rental accommodation
Caravan or camping Private accommodation
Average number of stops in each region
4.9
1.5
1.2
1.4
1.2
1.4
1.4
1.5
Driving includes using a private or company car, rental car long distance road travel and using a campervan or motor-home. Leisure includes holidays (including sporting events, shopping, entertainment and special events and accompanying conference/convention attendees) and visiting friends and relatives. 1 2
11
