UKMarket Profile

Visitors Spend

Holiday BusinessVFR Education Other

48%

62%

5%

1%

8%

38%37%

12%

3%

10%

Visitors and Spend by Purpose in 20161

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

Leisure Visitors to WA1

Leisure Visitors to AUS

16%

23%

30%

19%21%

31%

36%

24%

Consumer research completed in 2015 found that the most appealing WA experiences to UK travellers are outdoors and nature-oriented. Stand-outs are WA’s coasts, beaches and islands, wilderness and wildlife experiences. Food and wine experiences are also appealing.4

What do they find most appealing...

UK leisure visitors to WA skew slightly older than UK leisure visitors to the rest of Australia and are more likely to travel in a couple than alone or with friends/relatives.1

Western Australia’s largest

international market by visitor numbers & spend1*

of all spend is attributed to those here for leisure purposes1*

75%

is what UK leisure visitors to WA spend on average+*1

$72per day

WESTERN AUSTRALIA FACTS:

Length of Stay in WA1 (number of nights)

Seasonality: Arrivals by month in 2016 (‘000)2

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep Oct

Nov

Dec

0

5

10

15

20

25

70% of UK leisure visitors to WA are here on a repeat visit to Australia.1

The majority (58%) of UK leisure visitor to WA do not travel to other states on their trip. 52% stay in WA for two weeks or more.1

1-7 nights

8-14 nights

26% 22% 31% 21%

15-30 nights31 or more nights

2/3of all UK visitors

travel to WA to visit friends and relatives

(VFR)1

2020 Goal for visitor spend =

$440m

*Excludes pre-paid package expenditure.

150,900

In 2016

UK visitors came visited WA and spent $286 million1*

General internet searching

Been there before

Talking to friends/ relatives

Online flights booking site

Travel or guide books

30%

28%

24%

21%

EARLY PLANNING & HOLIDAY INSPIRATION

Directly through airline (online)

Travel agent (telephone or in person)

Travel agent (online)

Accommodation provider (online)

Directly through airline (telephone or in person)

31%

29%

24%

22%

8%

BOOKING HOLIDAY TO AUSTRALIA

General internet searching

Been there before

Talking to friends/ relatives

Travel or guide books

Traveller review sites

25%

22%

21%

19%

17%

INFORMATION ABOUT AUSTRALIA

PREFERRED INFORMATION SOURCES FOR PLANNING AND BOOKING.3 Top 5 sources used by UK long haul travellers considering a trip to Australia in the next 4 years.

..

What they are looking for ...UK travellers look for safety, good food and wine and friendly locals in a holiday destination and they strongly associate Australia with these. UK travellers also find value for money important but Australia is less well associated with this compared to North American and Asian destinations.3

Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors. *Excludes pre-paid package expenditure. ^2014 – 2015 average.

Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, United Kingdom 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to UK long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.

Published by Tourism WA, 2017

SOURCES & MORE INFORMATION:For more information contact: research@westernaustralia.com

Planned Trip

Booked Trip

Within 1 month

Within 6 months (over 3 months)

Within 3 months (over 1 month)

Over 6 months

20%18%

22%

35%

25%27%

29%

24%

Planning and booking timeframes Leisure visitors to Western Australia

UK leisure visitors to Australia spent an average of

$80 per day*+1

In 2016,

673,800 UK visitors travelled to Australia and

spent $2 billion1*

UK is Australia’s

2nd largest

international market by spend1*

RegionalDispersalIn 2016, one in three UK leisure visitors (34%) spent at least one night outside the Experience Perth region.1

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

5%

6%10%

95%

24%

21%