sunshine coast tourism reseach sept 2009
DESCRIPTION
This is a presentation of the latest tourism research on the Sunshine Coast in Queensland Australia.TRANSCRIPT
Sunshine Coast
Sept 09 Quarterly ReportOctober 2009
Pacific Tower737 Burwood RoadHawthorn Melbourne 3122
Tel : 61 03 98300612
30-Oct-09 1Sept. 09 Quarterly Report - DRAFT No. 1
Introduction
• The purpose of this report is to provide a relevant, timely and concise report for
the Industry Operators and other Stakeholders.
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2Sept. 09 Quarterly Report - DRAFT No. 1
Introduction
30-Oct-09
Data Sources
• This report uses a number of data sources – dates in brackets refer to the date of
the latest data.
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3Sept. 09 Quarterly Report - DRAFT No. 1
Introduction
30-Oct-09
Australia Consumer Confidence - Year to October 09
• Consumer (and Business) Confidence has turned around very quickly, now the
2nd Great Depression didn’t arrive ! .
• Consumer Confidence is now at the boom level of 2006/07.
Source : RMR Confidence Data
4Sept. 09 Quarterly Report - DRAFT No. 1
Section 1 : External Environment and Tourism Trends
30-Oct-09
Aus. Domestic Overnight - Overall Trends (YE June 09)
• Domestic Overnight travel has suffered with the Global Financial Crisis
(GFC). Since March 08, when the crisis started to hit Australia, the market
has fallen 10%.
• Queensland has not been immune with visitor numbers falling as well.
Market share has recovered after the fall since March 08.
Source : NVS
5Sept. 09 Quarterly Report - DRAFT No. 1
Section 1 : External Environment and Tourism Trends
Visitors (‘000) - LHSMarket Share (%) - RHS
30-Oct-09
Queensland Overnight Holiday - Source Markets
• Total holiday
travel to
Queensland
down 4.2%.
• Big variance
though from
each Region.
• NSW and
Victoria as
source markets
has been weak.
• Queensland has
held up and this
is a favourable
trend for the
Sunshine Coast.
Source : NVS
6Sept. 09 Quarterly Report - DRAFT No. 1
Section 1 : External Environment and Tourism Trends
30-Oct-09
Australian Outbound (YE August 09)
• Australians travelling overseas, in
terms of growth, is starting to grow
again, although the growth is
subdued.
• Travel to Indonesia (Bali) is still
growing spectacularly, and travel
to New Zealand is starting to
increase as well.
Source : ABS
7Sept. 09 Quarterly Report - DRAFT No. 1
Section 1 : External Environment and Tourism Trends
30-Oct-09
Australian Inbound (YE August 09)
• Inbound has been impacted by the
Global Financial Crisis (GFC).
• Even Brits are still visiting less as
their economy suffers.
• The New Zealand market is weak,
although showing a glimmer of
recovery . The US market hardly
recovered from the Iraq war,
terrorism attacks and SARS, and
is now struggling again under the
weight of the weak economy.
Source : ABS
8Sept. 09 Quarterly Report - DRAFT No. 1
Section 1 : External Environment and Tourism Trends
30-Oct-09
Inbound Overnight - Overall Trends (YE June 09)
• Total inbound visitors to Queensland has fallen 10% since the start of the
GFC.
• Queensland has also been losing market share. Over the last 10 years there
has been an erosion of market share.
Source : IVS
9Sept. 09 Quarterly Report - DRAFT No. 1
Section 1 : External Environment and Tourism Trends
30-Oct-09
Sunshine Coast Regional Spending
• Sunshine Coast spending has
softened with the slowdown.
• Domestic Overnight spending has
weakened, after strong growth.
• Inbound spending has turned the
corner and is now growing again.
• Day trip spending is also falling.
Source : IVS/NVS
10Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Regional Spending – Share of Queensland
• The Sunshine Coast’s share of
spending is falling, after a strong
result from 2006 to 2008.
• Share of overnight spending has
softened from the peak, while
inbound is improving.
• Share of day trip spending is
lower.
Source : IVS/NVS
11Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Sunshine Coast Inbound (YE June 09)
• Although inbound visitor numbers to the Coast are softening, the Sunshine
Coast is gaining share of Queensland Inbound visitors.
Source : IVS
12Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Sunshine Coast Inbound - Market Share Key Markets
• The top four
source
markets for
the Coast are
reviewed.
• The Sunshine
Coast is
gaining share
of the UK and
German
market.
• Share of the
NZ market
falling.
Source : IVS
13Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Destination Areas - Inbound Visitors
• Inbound to
Mooroochy
and Cooloola
have been
trending up.
• Noosa Inbound
is steady.
• Caloundra
weaker after
strong growth.
Source : IVS
14Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Caloundra - Inbound Visitors (number)
• Caloundra has
a relatively
smaller
unbound
component.
• The New
Zealand
numbers are
down – along
with the
market.
Source : IVS
15Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Maroochy - Inbound Visitors (number)
• Maroochy as
well has been
losing New
Zealand
patronage.
• Other markets
look quite
good.
Source : IVS
16Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Noosa - Inbound Visitors (number)
• Noosa holding
up well in the
UK, Germany
and Other
Europe.
• New Zealand
numbers are
well down.
Source : IVS
17Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Cooloola - Inbound Visitors (number)
• Other than
New Zealand,
international
visitors
numbers is
strong.
Source : IVS
18Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Sunshine Coast Domestic Overnight (YE June 09)
• Overnight visitors to the Sunshine Coast have been softening, share as well
is down since Dec. 05.
Source : NVS
19Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Sunshine Coast Domestic Overnight - Market Share Key Markets
• Share of the
Queensland
Domestic
overnight market
is steady,
whereas share
from the NSW /
Vic markets is
softening in the
last quarter.
• Share of SA/WA
shows
improvement.
Source : NVS
20Sept. 09 Quarterly Report - DRAFT No. 1
Note : Share of Qld
overnight domestic
trips
Section 2 : Sunshine Coast Trends
30-Oct-09
Destination Areas - Domestic Overnight Visitors
• Caloundra is
softening.
• Maroochy is
also softening.
• Noosa steady
and so to is
Cooloola.
Source : NVS
21Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Caloundra - Domestic Overnight Visitors (‘000)
• Caloundra
numbers are
holding quite
well, although a
little softening
from the
Queensland
market.
Source : NVS
22Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Maroochydore - Domestic Overnight Visitors (‘000)
• Interstate
numbers are
holding up OK.
• Main fall has
been with the
Queenslanders
over the last
year.
Source : NVS
23Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Noosa - Domestic Overnight Visitors (‘000)
• Noosa visitor
numbers from
interstate are
weaker.
• Queensland
holding up
well.
Source : NVS
24Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Cooloola - Domestic Overnight Visitors (‘000)
• Cooloola
visitor
numbers
reasonably
steady over the
last year.
Source : NVS
25Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Sunshine Coast Visitors earning Household Income of $150K +
• In the domestic market,
the Coast has attracted
a higher proportion of
the $150K+ Household
Income market – they
have been driving the
spending growth.
• But over the last six
months, numbers have
started to drop as the
GFC impacted, plus
softening Preference.
Source : NVS
26Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09
Section 2 : Sunshine Coast Trends
Sunshine Coast Day Trips (YE June 09)
• More day trippers are coming to the Sunshine Coast , but they are spending
less in total, ie yield per person is falling.
• Sunshine Coast gaining share of Queensland day trippers.
Source : NVS
27Sept. 09 Quarterly Report - DRAFT No. 1
Section 2 : Sunshine Coast Trends
30-Oct-09
Destination Areas - Day Trip Visitors
• All four
Destinations
areas are
growing day
trips.
Source : IVS
28Sept. 09 Quarterly Report - DRAFT No. 1
Data unavailable
30-Oct-09
Section 2 : Sunshine Coast Trends
Sunshine Coast Preference (YE June 09)
• The Sunshine Coast Preference is up from the 2007 trough , but share is still
soft.
Source : Roy Morgan Holiday Tracking Study
29Sept. 09 Quarterly Report - DRAFT No. 1
Section 3 : Consumer Preference
30-Oct-09
Sunshine Coast Preference (YE June 09) - Key Source Markets
• In terms of key
markets, Preference is
well down in Sydney.
In fact, Preference is
down 34% from the
peak in 2003.
• Brisbane Preference
has started to soften.
• Preference from
Melbourne is growing
again.
30Sept. 09 Quarterly Report - DRAFT No. 1
Sydney (‘000)
Melbourne (‘000)
Brisbane (‘000)
Source : Roy Morgan Holiday Tracking Study
Section 3 : Consumer Preference
30-Oct-09
Sunshine Coast Preference (YE June 09)
• Preference for Noosa is
stabilising, Caloundra
as well.
• The Hinterland
Preference is growing
while Preference for
Maroochydore/
Moolooaba is softening.
31Sept. 09 Quarterly Report - DRAFT No. 1
Caloundra (‘000) Maroochydore/
Mooloolaba (‘000)
Noosa (‘000) Maleny, Montville,other
Hinterland (‘000)Gympie, Hervey Bay,
Maryborough (‘000)
Section 3 : Consumer Preference
30-Oct-09
Gold Coast Preference
• The Gold Coast ‘s Preference has steadied – share is trending up over the
last 12-18 months.
Source : Roy Morgan Holiday Tracking Study
32Sept. 09 Quarterly Report - DRAFT No. 1
Section 3 : Consumer Preference
30-Oct-09
Sunshine Coast – Positioning Profile
• This charts the
alignment of a
destination (in this case
the Sunshine Coast)
with Lifestyle
Segments.
• For example, while
Affluent Families are
8% of the population,
they account for 11% of
SC Preference – that is
this segment has a
higher propensity to
want to holiday on the
Coast.
• Sunshine Coast is
more aligned with the
family and more
affluent segments.
Affluent Families (8%) Affluent Empty
Nesters (6%)
Golden Age Lifestylers (1%)
Average Age (years)Source : Roy Morgan Single Source June 09 (3 year average)
10 20 4030 50 60 70 80
Per
son
al In
com
e (
$’0
00
)
0
60
20
10
50
70
40
30
EMDA Consumer Positioning Map EMDA Lifestyle SegmentationBase :Australia
TM
Sunshine Coast Preferrers
Students (8%)
Affluent Singles (7%)
Spend it All Singles (10%)
Battler Families (12%)
Surviving Families (8%)
Struggling Retirees (5%)
Mid Income Empty
Nesters (10%)
Surviving Empty Nesters (10%)
Grey Survivors (11%)
5%
Affluent Couples (3%)
Saving Couples (2%)
9%
3%
12%
8%
1%
15%
11%
5%3%
8%
8%
7%
6%
33Sept. 09 Quarterly Report - DRAFT No. 1
Section 3 : Consumer Preference
C EMDA 2003
30-Oct-09
Australia – Sunshine Coast Preference / Core Segments
• Preference is falling amongst the core
family segments.
• Amongst the Affluent Empty Nesters,
Preference is still holding up.
34Sept. 09 Quarterly Report - DRAFT No. 1
(‘000)
(‘000)(‘000)
Section 3 : Consumer Preference
30-Oct-09
Why did Preference Fall ? (findings from market research)*
• Congestion on the Bruce Highway is a barrier - especially for Brisbane people : -• “The last time we went there we sat in a queue for 2 hours just to get home. That was it. Its one of
those we went for a wedding and we had to come home on the Sunday and we just sat there and
thought never again.”
• “Sometimes it can hit hard, times where you get literally get caught in the middle of it and you just think
Oh God I’m stuck” “2 night weekends aren’t worth it, but the time you leave work on Friday and cope
with the traffic, its just not worth it”
• “Don’t even talk to me about it! Yes, that is what is really deterring us at the moment, Its just not worth
it going up unless you leave really late, because otherwise you hit the traffic and you just get there and
have to come home again. Its becoming a terrible problem, you can sit in traffic for over an hour just on
the freeway. Its like going down the Gold Coast 10 years ago”
• “Heading north is horrible at the moment. Coming back is equally as bad. We went up to Coolum to
see the in laws last weekend and it took us over 2 hours just sitting in traffic from just this side of
Caloundra through to home. Stop and start, there’s road works and I know it will improve in time, but
we think we cant be bothered fighting the traffic, we think we’ll go the other way.”
• Given that the No. 1 motivation (as identified in the TSC visitor surveys) is relax and
rejuvenate and that this motivation is increasing in importance, clearly traffic
congestion will be a significant turn-off.
35Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09
* 24 in-depth interviews amongst “lapsed” Preferrers, Brisbane, Sydney, Melbourne
Section 3 : Consumer Preference
Why did Preference Fall ?
• A major reason is “we just want to go somewhere different” :-• “We sort of still like it, but now we’re about to go to NZ so we’re doing something different apart from
somewhere where we would normally go. We’re not disliking the Sunshine Coast but we’re choosing
to go elsewhere.”
• “We’ll go bushwalking in the National Park and choose it over the coast because we’ve done the
coast so many times.”
• “Only because we haven’t been to the Gold Coast as much as we have to the Sunshine Coast.
We’re not disenchanted with the Sunshine Coast. It’s just that there’s so many beautiful places on
the Gold Coast as well”
• “Well we’ve been there, done that. We go there for day trips, so for holidays we’ve never been to the
Great barrier reef before. We leave on Friday to go to the Whitsundays. There’s just so much in
Queensland. Ill still go to the Sunshine Coast if I have a day off, and as a choice Ill choose the
Sunshine Coast over the Gold Coast any day.”
• For some – particularly from Brisbane the area is becoming overdeveloped and
crowded :-• “Its getting too commercial and too crowded”
• “I mean its still very pretty and nice, but if you’re wanting something nice and relaxing its not
necessarily the place to go. It depends what time of the year as well.”
• “We’d never go at Easter or times like that, we hate crowds”
• “The beach (Noosa) is wall to wall people around you”
36Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09
Section 3 : Consumer Preference
Why did Preference Fall ?
• There isn’t so much for the kids to do :-• “Since we’ve had the kids we go to the Gold Coast, I don’t think there’s much to do there with the kids.
(8+10). Gold Coast there’s always something to do with all the theme parks there it’s a bit more
exciting than the Sunshine Coast.”
• “As far as the kids are concerned, they’re teenagers now and there’s no attraction on the Sunshine
Coast now, they love the theme parks.”
• Overseas is an attractive option :-• “We’ll be heading overseas. Aussie dollar at the moment is too good to pass up. I’ve just gotten back
from Vegas, next I wouldn’t mind New York or Europe..”
• “Overseas with the bargains that are around at the moment. Everything overseas is so cheap. Hawaii,
NZ”
• The climate has started to impact :-• “I think it might be warm, but you do hear about all the wild weather, cyclonic type weather, so I’d be
concerned to go at the right time of the year.”• “To tell you the truth its been pretty consistent. Ill be honest, we’ve had consistent rain up on the
Sunshine Coast, whereas on the Gold Coast it’s pretty good” “We went up there one January and just
got rain and we won’t be going back”
• “Its been hot in Brisbane so going somewhere cool is appealing, like Tasmania Stanthorpe is very
elevated place so it’s a lot cooler. “ “Ill go at a different time of the year. Its hot now even.”
• “We also want the change from a hot holiday to a cooler one. We want to change to cooler places and
vineyards, we’d like to see Tassy, we haven’t seen Tassy. Its like going to a different climate really,
sitting by the fire romantic in the freezing cold. Something different.”
37Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09
Section 3 : Consumer Preference
Why did Preference Fall ?
• It can be expensive :-• “I thought the restaurants were just too expensive even. Drop the prices a bit more for tourists. They’re
too dear.” “I found the surf clubs restaurants were more expensive than the Gold Coast”
• “But all we had to do was look at shops or eat and eat and it’s really expensive”• “We went up to Noosa. We never really liked Noosa. We had lunch at the surf club. It’s a boutique
environment its way too expensive.”
• Some had experienced disappointing holidays :-• “We live on the beaches down here though, it was nice but not too good, and the weather didn’t help
when we went. It was Jan. and rained most of the time we were there! We thought you’d go to the
Sunshine Coast for sunshine, well we got rain! It was very, very disappointing.”
• “They’ve got to have a few more things you can go and have a look at. Like to do when the weather
isn’t good.” “I’m very disappointed with the Sunshine Coast. No 1 they need some places to go and
look at, maybe even a theme park”
• Note : The TSC Visitor survey quantifies that 1.6% of visitors are either very dissatisfied or dissatisfied –
this equates to 48,000 overnight visitors annually.
• See little advertising about the Sunshine Coast, therefore interest isn’t prompted :-• “there are other places you hear more about. You don’t hear about the Sunshine Coast area”
• “You see the advertisements for the Gold Coast and theme parks, you never see any for the Sunshine
Coast.. I’m not knocking it completely, but you never see much advertising for it.”
• “They don’t advertise anything up there. We’ve just been to Melbourne and Melbourne’s always on the
telly and things like that, or Vic. We had a lovely time down there, lots to do. They advertise Melbourne
Vic, NZ but nothing on the Sunshine Coast. Besides the Australian zoo on the way there.”
38Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09
Section 3 : Consumer Preference
What would encourage you to Holiday on the Sunshine Coast ?
39Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09
• Provide a better understanding of what is available :-• “Probably if we knew a bit more about what was up there for the kids. To be honest I hardly know
what’s up there to do like I do with the Gold Coast. What would we do on our busy days. Like we
have one day out then one day beachy, so what would we do on our busy day? We always think of it
like that”
• “I constantly see ads for Gold Coast. I’ve never seen any ads for Noosa or anything like that, and
certainly not kid wise.”
• “I don’t know much about the Sunshine Coast If I knew more about it I might consider it.”
• Cater more for kids activities :-• “It might be nice for me and my husband I think but not so much for the kids. We could relax and laid
back, but the kids would always ask what they can do.”
• “ If you’re comparing the sunshine coast and the Gold Coast, to me the only difference is the theme
parks. As far as the kids are concerned, they’re teenagers now and there’s no attraction on the
Sunshine Coast now, they love the theme parks.”
• Provide an all inclusive holiday :-• “Somewhere that’s all inclusive for the price. Sunshine Coast is far away and you’re looking at air
fares. “• “We are looking ay Fiji, with it’s all inclusive fares , that way you know what you are up for”.
Section 3 : Consumer Preference
Sunshine Coast Accommodation
• Economic woes, issues raised in the Preference decline report are a drag on
accommodation takings growth on the Sunshine Coast.
• Market share is though better, after the slump of Dec. 09. Other areas even
more impacted (ie Cairns, Gold Coast Conventions market).
Source : ABS
40Sept. 09 Quarterly Report - DRAFT No. 1
Section 4 : Business Performance
Includes establishments with 5 or more rooms.
30-Oct-09
Destination Areas - Takings (% p.a)
• Caloundra is
growing strongly.
• Noosa and
Cooloola
recovering.
• Rate of decline
slowing in
Maroochy.
Maroochy NZ’s
market has
declined 19% from
June 2007.
Source : ABS
41Sept. 09 Quarterly Report - DRAFT No. 1
Section 4 : Business Performance
Note : March 09/June 09 data modelled from ABS destination area data. The modelling component represents 5% of the total recorded turnover
30-Oct-09
Destination Areas - Share of Queensland Takings (% p.a)
• Caloundra,
Noosa and
Cooloola are
gaining share.
• Maroochy ‘s
share still
weakening.
Source : ABS
42Sept. 09 Quarterly Report - DRAFT No. 1
Section 4 : Business Performance
30-Oct-09
Destination Areas - Takings (% p.a)
• Gold Coast is also
slowing –
Conventions have
been hard hit.
• Byron Bay is was
growing again.
• The
accommodation
sector in Cairns is
really suffering –
with takings down
nearly 8%.
• Whitsundays
suffering as well.
Source : ABS
43Sept. 09 Quarterly Report - DRAFT No. 1
Section 4 : Business Performance
30-Oct-09
Economic Outlook
• The Global Financial Crisis is impacting on the Australian economy, but the
worst is behind us.
• Both Australian GDP and Private Consumption are expected to recover.
Source : ABS / EMDA
44Sept. 09 Quarterly Report - DRAFT No. 1
F F
Section 6: Demand Outlook for the Sunshine Coast
30-Oct-09
Economic Outlook – Key Source States
• For the core source
States, the outlook is
much better.
• All are expected to
recover, although
NSW is forecast to
lag behind a little as it
has since 2000.
Source : ABS/ EMDA
45Sept. 09 Quarterly Report - DRAFT No. 1
F
Qld
NSW
VIC
Section 6: Demand Outlook for the Sunshine Coast
30-Oct-09
Sunshine Coast Visitor Forecasts
• With some recovery over 2010, the
outlook is better in terms of visitor
numbers.
• Inbound is still forecast to be more
impacted than Domestic overnight.
Source : EMDA
46Sept. 09 Quarterly Report - DRAFT No. 1
Inbound (RHS)
Domestic (LHS)
F
Total Domestic and International (LHS)
F
Inbound Drivers (R2 = 0.87)
NZ GDP, UK GDP, TFC
Outlook, $A exchange Rate
Domestic Drivers (R2 = 0.91)
QLD, NSW, Vic Private
Consumption., RMR Preference
Section 6: Demand Outlook for the Sunshine Coast
30-Oct-09
Sunshine Coast Accommodation Sector Forecasts
• With better visitor number
forecasts, the
accommodation sector is
forecast to grow +1.0% by
June 2010.
Source : EMDA
47Sept. 09 Quarterly Report - DRAFT No. 1
($’000)
F
Inbound Drivers (R2 = 0.87)
NZ GDP, UK GDP, TFC
Outlook, $A exchange Rate
Domestic Drivers (R2 = 0.87)
QLD, NSW, Vic Private
Consumption., RMR Preference
Note : ABS Base Establishments with 5 or more rooms
Section 6: Demand Outlook for the Sunshine Coast
30-Oct-09
Accommodation Forecasts (SC and Destination Area)
• Now, only
Maroochy is
expected to be
soft in the year
to June 2010.
• Outlook for
Caloundra,
Noosa and
Cooloola all look
better in 2010.
Source : EMDA
48Sept. 09 Quarterly Report - DRAFT No. 1
Domestic Drivers (R2 = 0.85)
QLD, NSW, Private Consumption.,
RMR Preference
Domestic Drivers (R2 = 0.79)
QLD, NSW, Inbound Forecasts
Domestic Drivers (R2 = 0.92)
QLD, NSW, Vic Private Consumption.,
Inbound Forecasts, RMR Preference
Domestic Drivers (R2 = 0.89)
QLD, NSW Private Consumption.
RMR Preference
F F
F
Section 6: Demand Outlook for the Sunshine Coast
30-Oct-09
Summary
• The external environment has become much more positive than it was in late 2008 /
early 2009. Holiday demand from Queenslanders has held up well and this has been
a plus for the Sunshine Coast.
• Total tourism spending on the Coast is softening under the weight of the GFC, but
share of overnight domestic spending is steady and Inbound spending share is
growing again.
• The Sunshine Coast has been growing share of the International market, with the
New Zealand market being the only real problem area.
• On the domestic front, Visitor numbers are lower and so is market share, although
the softening is mainly in the interstate markets. The stable Queensland source
market has benefited the Sunshine Coast.
• Preference for the Sunshine Coast continues to be soft. A number of factors have
been identified that contribute to this including , the Bruce Highway, insufficient
advertising weight in the Sydney and Melbourne, consumers wanting a change,
climate, losing appeal to the kids, consumers looking for more packages and
crowding at peak times.
49Sept. 09 Quarterly Report - DRAFT No. 1
Section 6: Summary
30-Oct-09
Summary
• The depth of the loss of Preference for many, means they are unlikely to return. Such
factors as the desire to visit elsewhere “we just want to go somewhere else for a
change, we have been so many times” and strong dissatisfaction with their last
holiday , are unlikely to be reversed. This means in turn, that more effort will need to
made to attract first time Preferrers – ie new people to the Sunshine Coast.
• Accommodation takings are recovering and the Sunshine Coast is regaining some
share and its relative lack of exposure to the International market and business travel
pays dividends.
• The outlook is now better than it was six months ago and the outlook for the
accommodation sector and the Coast also looks better. This assumes that the
factors impacting Preference don’t intensify.
50Sept. 09 Quarterly Report - DRAFT No. 1
Section 6: Summary
30-Oct-09
Disclaimer
While every effort has been made to ensure accuracy of the data in this report, EMDA has not audited the data sources and therefore does not accept any responsibility in relation to financial and/or decisions based on this information.
Ownership of all Intellectual Property (modelling methods, EMDA Positioning Maps resides with EMDA).
51Sept. 09 Quarterly Report - DRAFT No. 130-Oct-09