Albury Wodonga Visitor Economy Trends 2019

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

Albury Wodonga

VISITOR ECONOMY TRENDS 2019

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

Contents 1. Purpose of report 2. 2019 summary

7. Results 2 3

1

8

8. Appendix 27

Domestic day visitor trips – all purposes

8

Appendix A – Data details

27

Domestic day visitor trips – by purpose

9

Appendix B – Confidence intervals and examples

28

Domestic overnight visitor trips – all purposes

10

Appendix C – Glossary

29

Domestic overnight visitor trips – by purpose

11 12

3. Albury Wodonga location

4

Domestic visitor nights – all purposes Domestic overnight visitor trips – by season

13

4. Welcome to Albury Wodonga

5

Domestic overnight visitors – origin

14

5. Major tourism events in 2019

6

Domestic overnight visitors – duration of visit

15

Domestic overnight visitors – age profile

16

6. Economic benefit of tourism

7

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

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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.

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

IN 2019

Albury Wodonga events attracted 289,500* people and generated

$53 million*

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$ Tourism attributed over

830,000 Overnight visitors stayed in Albury Wodonga

$1 billion

to the local economy an increase of 23.9% from 2018

An increase of 30.7%

*Approximate figure

Visit Albury Wodonga Facebook and Instagram followers increased by

30%

over from 2018

1n 2019 the number of domestic visitor nights increased by

37%

Albury Wodonga welcomed The Visit AlburyWodonga team serviced

187,877

visitor groups and individual enquiries through various mediums

26,580

international visitors An increase of 15.75%

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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.

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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.

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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5. Major tourism events in 2019 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.

Event

Economic impact ($M)

Aust Country Junior Basketball Cup

$5.2

Chryslers on the Murray

$3.5

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

Victorian State Soccer Championships

$3.5

NSW CWA Conference

$2.2

Wodonga Junior Invitational Basketball

$1.8

The resultant economic impact of council supported events is measured at approximately $53 million.

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

(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.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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6. Economic benefit of tourism

Domestic day visitors Domestic overnight visitor nights International visitor nights

Visitors

Average daily expenditure

Visitor impact

983,000

$171

$168,093,000

2,007,000

$174

$349,218,000

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.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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7. Results Domestic day trip visitors – all purposes 2019

1200

1,065 1,010

983

1000

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

Number of trips (000s)

898 755

800

791

600

400

200

2014 0

2015

2016

2017

2018

2019

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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

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

29%

39%

13% 19%

Holiday or leisure Visiting friends and relatives Business Other

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

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitor trips – all purposes 2019 860

830 820

780

740

Number of trips (000s)

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

700

660

651

644

628

635

611

620

580

540

2014 500

2015

2016

2017

2018

2019

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitor trips – by purpose

12%

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

42%

26% travelled for holiday or leisure purposes.

26%

20%

42% 26% Visiting friends and relatives Holiday or leisure Business Other

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic visitor nights – all purposes 2019 2.8

2500

2.4 2.4

2.4

2.4

2.3

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

Nights (000s)

2.0

2.0 1,465 1500

1,477

1,587 1,462 1.6

1,299

1.2 1000

0.8 500

0.4

2014 0

2015

2016

2017

2018

2019 0.0

Average length of stays (nights)

2.4

2000

2,007

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitor trips – by season

27%

21%

23%

29%

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

January - March April - June July - September October - December

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – origin 2019

15% Domestic overnight visitors primarily originated from Melbourne. regions in NSW (OTHER THAN SYDNEY) WAS THE SECONDARY ORIGIN.

16% 16%

33%

20% Melbourne NSW other Victoria other Sydney

*Data from other states based on four year average.

Other states*

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – duration of visit

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

47%

29% 47% 24% 1 night 2 nights 3 nights+

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – age profile (2016 to 2019)

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

12% 36%

36% 32% 20% 15 - 24 years 25 - 44 years 45 - 54 years 55 years and over Data is based on a four-year average from 2016 to 2019.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – travel party (2016 to 2019)

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

10% 64%

32% 26% 32% Travelling alone Adult couple Family groups Other Data is based on a four-year average from 2016 to 2019.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – accommodation

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

1.0%

55.7%

43.3%

55.7%

Commercial property Private accommodation Other Recent changes to tourist accommodation profile data collection are outlined in the appendix.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – top activities

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

16%

20%

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

20%

7% 6%

15%

9%

Eat out at restaurants/cafĂŠs

14%

14%

General sightseeing/ tourist attractions Visit friends and relatives Outdoor/nature/sports Pubs clubs discos etc Arts/heritage Go shopping Other

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Domestic overnight visitors – transport used (2016 to 2019)

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

6%

7%

87%

87% Self drive Aircraft Other Data is based on a four-year average from 2016 to 2019.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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

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North Coast NSW Hunter 7000

South Coast Central NSW

6,402

Great Ocean Road Peninsula

5000

4000

4,536

High Country

4,621

Central Coast New England North West

3000

13th

0

1,316

The Murray

1,318

1,361

1,436

1,669

1,734

1,939

Geelong and the Bellarine Gippsland

1,744

1000

2,075

2,085

2,776

2000

Capital Country

2,831

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.

Visitor trips (000s)

6000

Blue Mountains Bendigo Lodden

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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

22

Albury Wodonga Bright and Mount Beauty 900

800

1st

Wagga Wagga

819

Echuca Yarrawonga

700

651

Visitor trips (000s)

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

Beechworth

600

573

Wangaratta & region

500

400

Deniliquin Towong

405

Gundagai 300

Benalla 200

206

184

Rutherglen

179 107 106 102

100

Myrtleford

99 34

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

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

International visitor trips – all purposes – Albury Wodonga 2019

23

28000

26,580

26000

24000

22,964

Trips (000s)

22000

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

20000

19,719

19,886

2016

2017

18000

16000

15,043

14000

12000

10000

2015

2018

2019

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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

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300000

17.1

18

16 250000

Number of nights

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

200000

8.6

10.4

10.4

12

8.3 206,293

150000

10

238,885

170,488

221,748

8

6

100000

4 50000 2

2015 0

2016

2017

2018

2019 0

Average length of stay (nights)

14

257,869

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Albury Wodonga visitor enquiries - 2019

15,303

2,703 222

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.

170,415 Website Walk-in Phone Email 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.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Visit Albury Wodonga – social media followers 2019 5000

4,477 4500

4,141 4000

3,424

3500

3,143

Followers

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.

3000

2,468 2,333 2,414

2500

2,466

2,407

2,091 2000

1,871

1,782

1500

1000

Twitter 500

0

Facebook 2016

2017

2018

2019

Instagram

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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 Survey The 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.

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International Visitor Survey

How reliable is the data?

The International Visitor Survey is also conducted by Tourism

The results of the National Visitor Survey and International Visitor

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

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

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

visitors in Australia and are therefore subject to sampling variability.

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

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

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

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

The data collection is based on a proportionate stratified sample by

within the National Visitor Survey and International Visitor Survey

selecting specific flights in order to achieve acceptable sample sizes

has a confidence interval estimate associated with it. This represents

in various categories.

the maximum and minimum values within which 95 per cent of all possible samples should actually fall. Users of the data are advised to

Destination Visitor Survey Program

consult the sample error tables and examples contained in

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

‘Confidence intervals and examples’,

• 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 Statistics Room occupancy statistics are derived from ABS data releases Tourist Accommodation, Small Area Data, Australia.

Tourist Accommodation Data ABS 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).

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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Appendix B – Confidence intervals and examples

International Visitor Survey example

In the tables below, the areas above the lines indicate estimates that

If the estimated number of Chinese visitors who stayed in NSW was

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

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

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

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

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

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

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

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

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

estimates with smaller confidence intervals.

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

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

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

if the entire Australian population was interviewed.

Confidence intervals for International Visitor Survey estimates at the 95 per cent level

Confidence intervals for National Visitor Survey estimates at the Estimate ‘000 2 5 10 20 50 100 200 500 1 000 2 000 5 000 10 000 20 000 50 000 100 000 200 000 500 000 1 000 000 2 000 000 5 000 000 10 000 000

Visits >50 >50 43.7 31.5 20.4 14.7 10.6 6.9 4.9 3.6 2.3 1.7

Nights Expenditure Percent >100 >100 >100 >100 >100 >100 >100 >100 >100 >100 >100 >100 >100 >100 >50 >100 46.0 >100 32.1 >100 20.0 >100 14.0 >50 9.7 >50 6.1 45.7 4.2 33.5 3.0 24.5 1.8 16.2 11.9 8.7 5.8 4.2

95 per cent level Estimate Overnight visitors ‘000 20 >50 50 >50 80 41.5 100 37.5 200 27.4 300 22.8 500 18.1 1 000 18.2 2 000 9.7 3 000 8.1 5 000 6.4 7 000 5.5 10 000 4.7 20 000 3.4 30 000 2.8 50 000 2.3 70 000 1.9 100 000 200 000 500 000

Visitor nights >100 >100 >100 >50 >50 >50 48.3 35.8 26.6 22.3 17.9 15.5 13.3 9.8 8.3 6.6 5.7 4.9 3.6

Overnight expenditure Day visitors Percent >100 >100 >100 >50 >100 >50 >100 >50 >100 42.7 >100 35.7 >100 28.5 >100 21.0 >100 15.4 >100 12.9 >100 10.3 >100 8.9 >50 7.6 >50 5.6 >50 4.7 49.4 3.7 43.6 3.2 38.2 2.7 29.6 2.0 21.1

Day visitor expenditure >100 >100 >100 >100 >100 >100 >100 >100 >100 >100 >50 >50 >50 >50 44.3 37.1 32.7 28.7 22.2 15.8

Overseas trips >100 >100 >100 >100 >50 >50 >50 >50 43.6 38.2 32.3 29.0

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

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National Visitor Survey example

Domestic day visitors

International visitors

The estimated number of overnight visitors to a particular state was

Those domestic visitors aged 15 years or more who travel for a round

Overseas visitors visiting Australia for a period of less than 12

7 million.

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

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

at least four hours, and do not spend a night away from home as part Looking at the ‘Overnight visitors’ column this estimate has a 95 per

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

Interstate visitors

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

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

Australians who visit one or more state or territories other than that

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

work/school and home.

in which they reside.

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

Domestic overnight visitors

Nights

visitors to that state. Further information is available online at

Those domestic visitors aged 15 years or more who undertake trips

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

tra.australia.com

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

international visitors) in association with individual trips.

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

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

Appendix C – Glossary

Origin of visitors Expenditure

For international visitors, this is the country of residence where

Average stay

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

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

The sum of all nights divided by the sum of all visitors for a particular

Expenditure items include airfares and other transport costs such

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

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

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

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

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

particular location come from.

Average nightly expenditure

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

The sum of all expenditure divided by the sum of all nights for a

estimates as this is not regarded as tourism expenditure.

particular location.

Tourism regions Are formed predominantly by the aggregation of ABS statistical area

Holiday/leisure visitors

two areas (SA2).

Business visitors

Visitors whose primary reason for travelling is having a holiday.

Visitors who nominate business as their primary reason for

Holiday/leisure travel in the National Visitor Survey comprises

Visiting friends or relatives

travelling. Business travel comprises business, work travel for

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

Visitors who nominate visiting friends or relatives as their main

transport crews, attendance at conferences, conventions, exhibitions,

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

reason for travelling. Visiting friends and relatives also includes

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

shopping. The International Visitor Survey includes additional

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

and training and research related to employment.

categories for accompanying a business traveller, working holiday,

funeral.

honeymoon, to experience Australia’s food, wine or wineries, to experience Aboriginal culture or to attend an organised sporting event.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

Visitors Travellers 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.

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ALBURYWODONGA VISITOR ECONOMY TRENDS 2019

Albury Visitor Information Centre Railway Place, Cnr Smollett and Young Sts Albury NSW 2640 T 1300 252 879 info@visitalburywodonga.com

Wodonga Council Visitor Information Terminals Wodonga Plaza, Wodonga Railway Station, Wodonga Library and Junction Square T (02) 6022 9300 info@wodonga.vic.gov.au

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