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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 1

Albury Wodonga VISITOR ECONOMY TRENDS 2019


Contents 7. Results 8Domestic day visitor trips – all purposes 8

Domestic day visitor trips – by purpose 9

Domestic overnight visitor trips – all purposes 10

Domestic overnight visitor trips – by purpose 11

Domestic visitor nights – all purposes 12

Domestic overnight visitor trips – by season 13

Domestic overnight visitors – origin 14

Domestic overnight visitors – duration of visit 15

Domestic overnight visitors – age profile 16

Domestic overnight visitors – travel party 17

Domestic overnight visitors – accommodation 18

Domestic overnight visitors – top activities 19

Domestic overnight visitors – transport used 20

Domestic overnight visitor trips – all purposes – top 15 regional Victorian and NSW regions 21

Domestic overnight visitor trips – all purposes – Albury Wodonga and surrounding areas 22

International visitor trips – all purposes– Albury Wodonga 23

International overnight visitor – nights – all purposes - Albury Wodonga 24

Albury Visitor Information Centre – enquiries 25

Visit Albury Wodonga social media followers 26

8. Appendix 27 Appendix A – Data details 27

Appendix B – Confidence intervals and examples 28

Appendix C – Glossary 291. Purpose of report 2

2. 2019 summary 3

3. Albury Wodonga location 4

4. Welcome to Albury Wodonga 5

5. Major tourism events in 2019 6

6. Economic benefit of tourism 7


1. Purpose of report

Albury Wodonga’s tourism industry plays a significant role in the development of our area’s social, cultural and economic success. The tourism marketplace is increasingly competitive as regional destinations endeavour to capture a greater market share. It is now more important than ever to reflect on key motivators for visitation to our area, experiences that resonate with travellers and how best to grow local tourism for the benefit of our community.

This report presents key statistics identifying visitor types and numbers, duration of their stay, their interaction with digital and social media, and visitor enquiries through the Albury Visitor Information Centre. Provision of up-to-date information to our tourism stakeholders regarding current tourism capacity and industry trends will assist them with planning and investment.

Data has been sourced from Austrade’s Tourism Research Australia (TRA), a body which provides statistics, research and analysis, policy development and marketing for the Australian tourism industry. Information from REMPLAN, an independent agency providing economic and employment industry data, has also been sourced and is included in this report.


IN 2019

Albury Wodonga welcomed

26,580 international visitorsAn increase of 15.75%

The Visit AlburyWodonga team serviced

187,877 visitor groups and

individual enquiries through various mediums

Visit Albury Wodonga Facebook and Instagram followers increased by

over 30% from 2018

Albury Wodonga events attracted

289,500* people and generated

$53 million*

*Approximate figure

Tourism attributed over

$1 billionto the local economy an

increase of 23.9% from 2018

$ 830,000 Overnight visitors

stayed in Albury Wodonga

An increase of 30.7%

1n 2019 the number of domestic visitor nights

increased by

37%


3. Albury Wodonga location

Albury Wodonga is well placed, located on Australia’s main transport and communication corridor linking Sydney, Canberra and Melbourne. Not only is at an important road, rail and air hub, it acts as a gateway to Victoria’s High Country and the Murray River region.

Surrounded by heritage rich locations, award winning wineries, significant cultural sites, unique environments, and serviced by impressive sport and entertainment venues, the twin cities make an ideal holiday, business or overnight destination.

Albury Wodonga’s population has grown at a consistent rate with positive future growth forecasted. Lifestyle and real estate affordability continue to attract newcomers to this regional growth area.


4. Welcome to Albury Wodonga

Two cities. Two states. One very special destination.

Home to the winding Murray River and its waterways, Lake Hume (six times larger than Sydney Harbour) an array of food, cultural icons, contemporary museums, linkages to our migrant history, our indigenous people and secret resting spots around every corner!

Albury Wodonga is an escape that’s a world away from everyday life.

It’s a place that reminds you to slow down and to savour the little things.


5. Major tourism events in 2019

Event Economic impact ($M)

Aust Country Junior Basketball Cup $5.2

Chryslers on the Murray $3.5

Victorian State Soccer Championships $3.5

NSW CWA Conference $2.2

Wodonga Junior Invitational Basketball $1.8

Australian Jazz Convention $1.8

Albury Gold Cup $1.7

Over 70’s Cricket Championships $1.4

Red Hot Summer Tour $1.3

Australian Eight Ball Nationals $1.3

Border RV Expo $1.2

AFL Zone $1.2

Wodonga Gold Cup $1.1

The benefits of tourism to the Albury and Wodonga economies cannot be underestimated. Both councils support a yearly calendar of events encouraging visitors to experience the cities and beyond, into the local region.

In 2019, AlburyCity and Wodonga Council conducted, sponsored or facilitated events across both cities, which attracted an estimated 289,500 people.

The resultant economic impact of council supported events is measured at approximately $53 million. (Source: REMPLAN economic modelling software.)

In addition to the major tourism events listed, 2019 saw other great events including the NSW Classic Polocrosse, NSW Bradman Kookaburra Cup, Sail Country Regatta, Professional Bull Riders, North East Food and Wine Festival, Jaguar National Rally and Wodonga Rugby League Masters.


6. Economic benefit of tourism

Visitors Average daily expenditure

Visitor impact

Domestic day visitors 983,000 $171 $168,093,000

Domestic overnight visitor nights 2,007,000 $174 $349,218,000

International visitor nights 221,748 $58 $12,861,384

Total direct impact $530,172,384

Total indirect impact $476,136,000

Total tourism impact $1,006,308,384

The economic impact of tourism was determined using visitor data from Tourism Research Australia and analysed through REMPLAN economic modelling software.

The economic impact of tourism WAS over $1 BILLion in 2019, an increase of 23.9% from 2018.


0

200

400

600

800

1000

1200

7. Results

Domestic day trip visitors– all purposes 2019

Num

ber o

f tri

ps (0

00

s)

2014 2015 2016 2017 2018 2019

1,010

898

755791

1,065

In 2019, Albury Wodonga recorded 983,000 Domestic Day visitor trips.

983


Domestic day visitor trips – by purpose (2016 to 2019)

Holiday or leisure

Visiting friends and relatives

Business

Other

Holiday or leisure is the primary purpose for visiting Albury Wodonga.

39%29%

13%

19%

Data is based on a four-year average from 2016 to 2019.


Domestic overnight visitor trips– all purposes 2019

500

540

580

620

660

700

740

780

820

860

Num

ber o

f tri

ps (0

00

s)

2014 2015 2016 2017 2018

644

611628

2019

651635

There were 830,000 domestic overnight visitors to Albury Wodonga in 2019, representing a 30.7% increase from 2018.

830


Domestic overnight visitor trips – by purpose

Visiting friends and relatives

Holiday or leisure

Business

Other

26% travelled for holiday or leisure purposes.

42% of overnight visitors to Albury Wodonga are visiting friends or relatives.

26%

42%20%

12%42%

26%


Domestic visitor nights – all purposes 2019

0

500

1000

1500

2000

2500

2014 2015 2016 2017 2018 2019

1,299

1,465 1,4771,587

Nig

hts

(00

0s)

0.0

0.4

0.8

1.2

1.6

2.0

2.4

2.8

Ave

rage

leng

th o

f sta

ys (n

ight

s)

2.0

2.4 2.42.42.3

1,462

2.4

In 2019, the number of domestic visitor nights INCreased by 37%.

2,007


Domestic overnight visitor trips – by season

January - March

April - June

July - September

October - December

21%27%

23% 29%

Visitation to Albury Wodonga WAS evenly spread over the four seasons.


Domestic overnight visitors – origin 2019

Melbourne

NSW other

Victoria other

Sydney

Other states*

20%

15%

16%33%

16%

Domestic overnight visitors primarily originated from Melbourne. regions in NSW (OTHER THAN SYDNEY) WAS THE SECONDARY ORIGIN.

*Data from other states based on four year average.


Domestic overnight visitors – duration of visit

1 night

2 nights

3 nights+

During 2019, domestic overnight visitors stayed an average of 2.4 nights in Albury Wodonga.

24%

29%

47%

47%


Domestic overnight visitors – age profile (2016 to 2019)

Over the past four years, 36% of domestic overnight visitors were aged 55 years and over.

15 - 24 years

25 - 44 years

45 - 54 years

55 years and over

20%

32%

36%

12%

36%



Domestic overnight visitors – travel party (2016 to 2019)

People travelling alone combined with adult couples account for 64% of all overnight visitors.

Travelling alone

Adult couple

Family groups

Other

32%

32%26%

10%

64%



Domestic overnight visitors – accommodation

Commercial property

Private accommodation

Other

Commercial property is the most popular type of accommodation used by domestic overnight visitors.

1.0%

55.7%43.3%

55.7%

Recent changes to tourist accommodation profile data collection are outlined in the appendix.


Domestic overnight visitors – top activities

Dining out at restaurants and cafes is the most popular activity.

Eat out at restaurants/cafés

General sightseeing/tourist attractions

Visit friends and relatives

Outdoor/nature/sports

Pubs clubs discos etc

Arts/heritage

Go shopping

Other

6%

20%

14%

15%

9%

7%

16%20%

14%

Visiting friends and family, general sightseeing / tourist attractions and outdoor / nature / sports are equally attractive activities for overnight visitors.


Domestic overnight visitors – transport used (2016 to 2019)

On average, most domestic overnight visitors drove independently to Albury Wodonga between 2016 and 2019.

Self drive

Aircraft

Other

87%

6%87%

7%



Domestic overnight visitor trips – all purposes – top 15 regional Victorian and NSW regions 2019

North Coast NSW

Hunter

South Coast

Central NSW

Great Ocean Road

Peninsula

High Country

Central Coast

New England North West

Capital Country

Geelong and the Bellarine

Gippsland

The Murray

Blue Mountains

Bendigo Lodden0

1000

2000

3000

4000

5000

6000

7000

Vis

itor t

rips

(00

0s)

6,4

02

4,6

21

4,53

6

2,8

31

2,77

6

2,0

85

2,0

75

1,9

39

1,74

4

1,73

4

1,6

69

1,43

6

1,36

1

1,31

8

1,31

6

13th

WHEN RANKED AMONG OTHER VICTORIAn AND NSW REGIONS, The Murray and Murray East region (of which Albury Wodonga forms a part) is the 13TH most visited region for domestic overnight visitations.


Domestic overnight visitor trips – all purposes – Albury Wodonga and surrounding areas 2019

0

100

200

300

400

500

600

700

800

900

Vis

itor t

rips

(00

0s)

819

651

573

405

206184 179

107 106 102 99

34 30

1st

Albury Wodonga combined has the highest level of domestic overnight visitation when compared to surrounding locations.

A five year average was used for Benalla, Rutherglen and Myrtleford.

Albury Wodonga

Bright and Mount Beauty

Wagga Wagga

Echuca

Yarrawonga

Beechworth

Wangaratta & region

Deniliquin

Towong

Gundagai

Benalla

Rutherglen

Myrtleford


International visitor trips – all purposes – Albury Wodonga 2019

10000

12000

14000

16000

18000

20000

22000

24000

26000

28000

Trip

s (0

00

s)

15,043

19,719 19,886

2015 2016 2017 2018 2019

A total of 26,580 international visitors were recorded in 2019. an increase of 15.75% from 2018.

22,964

26,580


International overnight visitor – nights – all purposes - Albury Wodonga 2019

0

50000

100000

150000

200000

250000

300000

Num

ber o

f nig

hts

20192015 2016 2017 2018

206,293

170,488

257,869

0

2

4

6

8

10

12

14

16

18

8.3

17.1

8.610.4

There were 221,748 International Visitor nights, averaging 8.3 nights per trip during 2019.

10.4

238,885

221,748

Ave

rage

leng

th o

f sta

y (n

ight

s)


Albury Wodonga visitor enquiries - 2019

Website

Walk-in

Phone

Email

15,303

2,703

170,415

Wodonga’s Visitor Information Centre closed in October 2017. Four smart terminals were installed at Junction Square, Wodonga Railway Station, Wodonga Plaza and the Wodonga Library.

Visitor enquiries totalled 188,643 in 2019, with website visitation being the most popular medium, followed by walk-ins to the Albury Visitor Information Centre.

222


Visit Albury Wodonga – social media followers 2019

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Follo

wer

s

2016 2017 2018 2019

Twitter

Facebook

Instagram

Facebook is the most followed platform for social media, increasing by 30.75% from 2018. Instagram is the second most followed platform and increased by 31.7% from 2018.

2,091

2,333 2,407

1,871

2,414

3,424

1,782

2,468

3,143

4,477

4,141

2,466


8. Appendix

Appendix A – Data details

Where does the data come from?Where does the data come from?

The base sources of the data presented in this report are the:

• National Visitor Survey;

• International Visitor Survey;

• Destination Visitor Survey Program; and,

• Australian Bureau of Statistics (ABS).

National Visitor SurveyThe National Visitor Survey is Australia’s primary measure of

domestic tourism activity with an annual sample of 120,000.

Eligibility includes any Australian resident who is 15 years of age

or more, and has lived in their current residence for at least three

months. Respondents are interviewed using random digit dialling and

must not have been away from home continuously for more than 364

days. The survey is conducted by Tourism Research Australia, which

is a department of Tourism Australia.

NB – Due to changes to the National Visitor Survey (NVS)

methodology (to include mobile phone interviewing and new

estimated resident population projections from January 2015), care

should be taken when comparing year ending 2015 survey results

with those from previous years. These changes represent a break in

the time series.

International Visitor Survey

The International Visitor Survey is also conducted by Tourism

Research Australia and has been operating since the early 1970s.

It surveys 40,000 departing, short-term international travellers

over the age of 15 in the departure lounges of Sydney, Melbourne,

Brisbane, Cairns, Perth, Adelaide, Darwin and Gold Coast airports.

The data collection is based on a proportionate stratified sample by

selecting specific flights in order to achieve acceptable sample sizes

in various categories.

Destination Visitor Survey ProgramThe Destination Visitor Survey (DVS) is split into two streams.

• The Visitor Profile and Satisfaction (VPS) Program which provides

benchmarked visitor profile and satisfaction data at the tourism

region level,

• The Strategic Regional Research (SRR) Program which is based on

broader strategic regional issues.

Australian Bureau of StatisticsRoom occupancy statistics are derived from ABS data releases

Tourist Accommodation, Small Area Data, Australia.

Tourist Accommodation DataABS Survey of Tourist Accommodation ceased collecting

accommodation data in June 2016. Instead, Federal Tourism

undertakes a national accommodation survey through the Australian

Accommodation Monitor (AAM).

How reliable is the data?The results of the National Visitor Survey and International Visitor

Survey are based on a sample, rather than a census of all tourism

visitors in Australia and are therefore subject to sampling variability.

Due to this variability, figures should never be interpreted literally.

In order to determine the degree of variability, every piece of data

within the National Visitor Survey and International Visitor Survey

has a confidence interval estimate associated with it. This represents

the maximum and minimum values within which 95 per cent of all

possible samples should actually fall. Users of the data are advised to

consult the sample error tables and examples contained in

‘Confidence intervals and examples’,


Appendix B – Confidence intervals and examplesIn the tables below, the areas above the lines indicate estimates that

have large confidence intervals, more than 100 per cent of the estimate

in grey above the solid line and between 50 per cent and 100 per cent

of the estimate in the area between the dotted and solid lines.

Confidence intervals for International Visitor Survey estimates at the

95 per cent level

International Visitor Survey exampleIf the estimated number of Chinese visitors who stayed in NSW was

100,000, then looking at the visits column of the table above, an

estimate of 100,000 has a 95 per cent confidence interval of 14.7 per

cent. There are 19 chances out of 20 that the true number of Chinese

who stayed in NSW is within 100,000 plus or minus 14.7 per cent of

this number ie. in the range of 85,300 to 114,700.

Confidence intervals for National Visitor Survey estimates at the

95 per cent level

These estimates are subject to sampling variability that is too high for

practical purposes and should be used with caution as they have a

large margin of error. The area below the dotted line contains

estimates with smaller confidence intervals.

That is, the estimates are closer to the values that would be obtained

if the entire Australian population was interviewed.

Estimate Visits Nights Expenditure‘000 Percent

2 >50 >100 >100

5 >50 >100 >100

10 43.7 >100 >100

20 31.5 >100 >100

50 20.4 >100 >100

100 14.7 >100 >100

200 10.6 >100 >100

500 6.9 >50 >100

1 000 4.9 46.0 >100

2 000 3.6 32.1 >100

5 000 2.3 20.0 >100

10 000 1.7 14.0 >50

20 000 9.7 >50

50 000 6.1 45.7

100 000 4.2 33.5

200 000 3.0 24.5

500 000 1.8 16.2

1 000 000 11.9

2 000 000 8.7

5 000 000 5.8

10 000 000 4.2

Estimate Overnight visitors Visitor nights Overnight expenditure Day visitors Day visitor expenditure Overseas trips‘000 Percent

20 >50 >100 >100 >100 >100 >100

50 >50 >100 >100 >50 >100 >100

80 41.5 >100 >100 >50 >100 >100

100 37.5 >50 >100 >50 >100 >100

200 27.4 >50 >100 42.7 >100 >50

300 22.8 >50 >100 35.7 >100 >50

500 18.1 48.3 >100 28.5 >100 >50

1 000 18.2 35.8 >100 21.0 >100 >50

2 000 9.7 26.6 >100 15.4 >100 43.6

3 000 8.1 22.3 >100 12.9 >100 38.2

5 000 6.4 17.9 >100 10.3 >50 32.3

7 000 5.5 15.5 >100 8.9 >50 29.0

10 000 4.7 13.3 >50 7.6 >50

20 000 3.4 9.8 >50 5.6 >50

30 000 2.8 8.3 >50 4.7 44.3

50 000 2.3 6.6 49.4 3.7 37.1

70 000 1.9 5.7 43.6 3.2 32.7

100 000 4.9 38.2 2.7 28.7

200 000 3.6 29.6 2.0 22.2

500 000 21.1 15.8


National Visitor Survey exampleThe estimated number of overnight visitors to a particular state was

7 million.

Looking at the ‘Overnight visitors’ column this estimate has a 95 per

cent confidence interval width of 5.5 per cent. That is, there are 19

chances in 20 that if the entire population had been included in the

survey a figure within the range 7 million, plus or minus 5.5 per cent

between 6,615,000 to 7,385,000, would have been obtained for

visitors to that state. Further information is available online at

tra.australia.com

Appendix C – Glossary

Average stayThe sum of all nights divided by the sum of all visitors for a particular

category. This is commonly referred to as average length of stay.

Average nightly expenditureThe sum of all expenditure divided by the sum of all nights for a

particular location.

Business visitorsVisitors who nominate business as their primary reason for

travelling. Business travel comprises business, work travel for

transport crews, attendance at conferences, conventions, exhibitions,

trade fairs, seminars, incentive group meetings, marketing events,

and training and research related to employment.

Domestic day visitorsThose domestic visitors aged 15 years or more who travel for a round

trip distance of at least 50 kilometres, and are away from home for

at least four hours, and do not spend a night away from home as part

of their travel. Same-day travel as part of overnight and international

travel is excluded, as is routine travel such as commuting between

work/school and home.

Domestic overnight visitorsThose domestic visitors aged 15 years or more who undertake trips

that involve a stay away from home of at least one night, but less

than one year, at a place at least 40 kilometres from home.

ExpenditureMoney spent by, and on behalf of, travellers during a trip.

Expenditure items include airfares and other transport costs such

as bus and train fares and amounts spent on trip-related items

before and after the trip. Expenditure on capital goods, such as

motor vehicles and other major capital goods, is not included in the

estimates as this is not regarded as tourism expenditure.

Holiday/leisure visitorsVisitors whose primary reason for travelling is having a holiday.

Holiday/leisure travel in the National Visitor Survey comprises

holidays, travel for leisure, relaxation and just getting away,

entertainment, sport (both participation and as a spectator) and

shopping. The International Visitor Survey includes additional

categories for accompanying a business traveller, working holiday,

honeymoon, to experience Australia’s food, wine or wineries, to

experience Aboriginal culture or to attend an organised sporting event.

International visitorsOverseas visitors visiting Australia for a period of less than 12

months, aged 15 years or more and not residents of Australia.

Interstate visitorsAustralians who visit one or more state or territories other than that

in which they reside.

NightsThe number of nights spent away from home (and in Australia for

international visitors) in association with individual trips.

Origin of visitorsFor international visitors, this is the country of residence where

most tourists to a particular location come from. Some countries are

grouped to form a larger area (for example, other Europe). For

domestic visitors, this is the tourism region where most visitors to a

particular location come from.

Tourism regionsAre formed predominantly by the aggregation of ABS statistical area

two areas (SA2).

Visiting friends or relativesVisitors who nominate visiting friends or relatives as their main

reason for travelling. Visiting friends and relatives also includes

travel to attend a friend’s or relative’s wedding or travel to attend a

funeral.


VisitorsTravellers who stay for one or more nights in a location while

travelling (domestic overnight visitors and international visitors) or

spend at least four hours on a round trip more than 50 kilometres

away from home (domestic day visitors).

Enquiries All enquiries about this report should be directed to the Tourism

Team Leader at AlburyCity (02) 6023 8262 or Wodonga Council

(02) 6022 9300.


Wodonga Council Visitor Information Terminals Wodonga Plaza, Wodonga Railway Station, Wodonga Library and Junction SquareT (02) 6022 [email protected]

Albury Visitor Information CentreRailway Place, Cnr Smollett and Young StsAlbury NSW 2640T 1300 252 [email protected]

ryodon visitor conoy trnds 2019 albury …...facebook and instagram followers increased by over 30%...

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