4.3. EMERGING VISITOR MARKETS

WORKING HOLIDAY MAKERS (WHM)

The Murray is a major agricultural region that attracts large numbers of WHM. Research by DNSW shows that in 2017 NSW received 212,000 working holiday makers, spending $1.1 billion in the NSW economy.6 Many WHM stay in a particular destination for a minimum of 88 days to fulfil visa extension requirements. More can be done to further engage with this market to increase yield. Mildura Regional Development is currently developing a backpacker strategy.

EVENTS AND FESTIVALS VISITORS

Consultation with industry identified the importance of events and festivals in driving visitation. It also provides the opportunity to showcase the region to new markets and encourage intra-regional travel. Sporting events and festivals are identified as a particular strength of the region, with regional and national competitions allowing for increased length of stay.

6 DNSW Working Holiday Markers to NSW, March 2017 4.3. EMERGING VISITOR MARKETS

In addition to the existing core markets for the region there is an opportunity to develop product and experiences targeted at new markets.

MILLENNIALS / YOUNG TRAVELLERS

This market segment includes people aged 15–29, as well as those aged 30-34 who do not have children.7 Compared with other regions, the Murray currently receives a lower proportion of visitors aged under 35 years. Research undertaken by DNSW shows that there is currently low awareness of regional tourism destinations among millennials. Key factors affecting their travel choices include:

• Profoundly influenced by technology and social media. • Seeking authentic information rather than staged advertising. • Reliant on recommendations from friends and family, as well as social media. • Distance is not a major barrier. They are seeking genuine and authentic experiences, together with a variety of active and informative ways to enjoy them. This includes experiences such as: • Events that allow discovery of a location in a unique way. • Nature and landscapes. • Experiences that are unique to a specific area. • Food and lifestyle. • History of a destination with a contemporary or personalised interpretation.

INTERNATIONAL MARKETS

International visitors make up just over 1% of total visitors to the Murray. There is opportunity to grow international visitation through targeted product development and marketing, with consideration to the following segments:

7 Note millennials is typically defined as persons aged 15 – 29, however research has included persons aged 30–34 who don’t have children. Tourism Research Australia, in partnership with DSNW, Attracting Millennials to Regional New South Wales, November 2017

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• International experience seeker/self-drive market - is identified as a key market by Tourism Australia. Experience seekers are not characterised by nationality but seek out authentic experiences which are engaging and have an educational element. They are more likely to visit regional areas, stay longer in the region, and are less attracted to ‘mass packaged tourism products’. At present they do not make up a large portion of visitation to the region, however, there is an opportunity to develop personalised experiences using the region’s strengths in Indigenous culture, rural Australian character, and nature-based assets. • Asian visitor markets - the Murray Region’s market share of the growing Asian visitor markets is currently low. In terms of inbound arrivals, Asia is expected to continue to outperform other overseas markets, brought about by increasing prosperity and the continuing transition of millions of people into consumer oriented, middle-class populations. At the national level, the latest visitor projections are for inbound Asian markets to grow by 17.4% over the next two years alone, and contribute to 64% of all international visitor growth.8 The number of independent and self-drive Asian visitors has increased in recent years and will provide new opportunities for regional destinations. There are a number of specific product opportunities which could leverage this market (e.g. Port of Echuca). Lake Tyrell, located just outside the Murray region near Swan Hill, has experienced an influx of Chinese visitors taking photos of the lake surface which has been driven by word of mouth and social media. Working with other tourism regions in central Victoria which are also targeting the Asian market (i.e. Ballarat, Bendigo) to develop packages may also be considered. LIFESTYLE LEADERS

Visit Victoria has identified Lifestyle Leaders as a segment that drives a large proportion of visitation and expenditure in the State. The preferences and behavioural characteristics of this segment have underpinned Visit Victoria marketing and promotions in recent years (e.g. Wander Victoria campaign). Lifestyle Leaders are based on a mindset, are found in all regions, ages and lifecycle groups, and represent approximately a third of the Australian population aged 18+.

Lifestyle Leaders are educated, professional and progressive individuals who enjoy seeking out new information and being the first to try new products. They have a higher level of discretionary expenditure than the general population, so they can afford to indulge more often in travel, with a particular desire to escape city life and embrace nature/outdoors and new discoveries.

The Lifestyle Leader segmentation shows that they are highly motivated by the following experiences, which are primary, secondary and/or emerging strengths across the region:

• Spectacular natural landscapes and experiences with nature. • Walks and cycling. • Arts, culture and events. • High quality food. • Wineries and cellar doors. • Local produce and farmers markets. • History and heritage.

8 Tourism Research Australia, Tourism Forecasts August 2017

MURRAY REGION DMP UP DATE MURRAY REGIONAL TOUR ISM