Albury Wodonga
VISITOR ECONOMY TRENDS 2017
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Contents 1. Purpose of report 2. 2017 summary
7. Results 2 3
8
1
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. Albury Wodonga destination brand
5
Domestic overnight visitors – origin
14
5. Major tourism events in 2017
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
24
Albury and Wodonga Visitor Information Centres – enquiries
25
Albury and Wodonga Visitor Information Centres – social media followers
26
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
1. Purpose of report Albury Wodonga’s social, cultural and economic vigour is substantially enhanced by the local tourism industry. The tourism marketplace is increasingly competitive as regional destinations endeavour to capture a greater market share. This report presents key statistics and information about the number and type of visitors to Albury Wodonga in the 2017 calendar year. More specifically, data is provided on domestic day visitors, domestic overnight visitors and international visitors to Albury Wodonga. The report also benchmarks Albury Wodonga’s performance against other regional destinations and measures the social media engagement and visitor enquiries recorded through both councils. Data is provided by Tourism Research Australia (TRA), a branch within the Tourism Division of Austrade. TRA provides statistics, research and analysis to support industry development, policy development and marketing for the Australian tourism industry. Data has also been sourced from REMPLAN, an independent agency that provides economic and employment industry data. This publication will be used to provide information to businesses, investors and the community to outline the current tourism capacity in Albury Wodonga.
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
2017
Summary
Domestic overnight visitor trips increased by
23,000 in 2017.
791,000
day visitors visited Albury Wodonga during 2017.
visitALBURYWODONGA website engagement up by
123% in 2017. A total of 151,243 people visited the website.
$ Albury Wodonga events attracted more than
193,000
people in 2017 and generated an estimated $68.54 million.
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$814 million into the Albury Wodonga economy from tourism - up by $72 million in 2017.
The number of international overnight visitor nights increased by
Serviced
182,085
visitor groups and individual enquiries through various mediums.
21 % representative of 206,293 international overnight visitor nights - an increase of 35,805 in 2017.
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
3. Albury Wodonga location Albury Wodonga is strategically located on one of Australia’s main transport and communication corridors between Sydney and Melbourne and acts as a gateway to Victoria’s High Country and the Murray region, two of Australia’s most diverse regions. Combined, the two cities form Australia’s 20th largest city with a population of 92,009 people. Albury Wodonga services a broader regional catchment of approximately 180,000 people. The cities are surrounded by award-winning wineries, historic townships, expansive lakes, Alpine areas, gourmet food and significant cultural sites, making it the perfect visitor destination.
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
4. Albury Wodonga destination brand
Albury Wodonga is a place of surprising contrasts. It’s where the great outdoors meets urban culture. It features proud heritage and fresh sophistication, side by side. Defined for so long by its duality – a meeting place of two cities and two states across the iconic Murray River – Albury Wodonga embraces its The Great remarkably diverse offering to deliver Outdoors something truly unique in the region.
Connected Cities
The Great Indoors
Sophisticated Country
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
6
5. Major tourism events in 2017 Tourism plays a significant role to the economy of AlburyCity and Wodonga Council. Events attract year round visitors and complement the exisiting services already on offer around the region.
Event
Economic impact ($M)
Event
Economic impact ($M)
Australian Country Junior Basketball Cup
$5.7
Albury Wodonga Eisteddfod
$1.6
In 2017, AlburyCity and Wodonga Council conducted, sponsored and facilitated a number of events in both cities, which attracted a combined total of 193,230 people. Of these participants, 86,481 were day or overnight visitors.
Australian Dragon Boat Championships
$5.2
CFA Games
$1.6
Midnight Oil Concert
$4.1
Border RV Expo
$1.6
Albury Gold Cup
$4.0
Dinosaur Revolution Exhibition
$1.5
The resultant economic impact is measured at $68.54 million. (Source: REMPLAN economic
Australian Polocrosse Championships
$3.8
Wodonga Gold Cup
$1.0
Chryslers on the Murray
$3.0
Murray Valley Kennel Club Shows
$0.98
Wodonga Junior Invitational Basketball
$2.7
National U14 Boys Waterpolo Championships
$1.8
modelling software.
In addition to the major tourism events listed, 2017 saw other great events, including the Margaret Court Cup Tennis Tournament, the North East Food and Wine Festival and the Sail Country Regatta.
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
6. Economic benefit of tourism
Domestic day visitors Domestic overnight visitor nights International visitor nights Total direct impact
Visitor numbers
Average daily expenditure
Visitor impact
791,000
$169
$133,679,000
1,587,000
$177
$280,899,000
206,293
$65
$13,409,045 $427,987,045
Total indirect impact
$386,709,000
Total tourism impact
$814,696,045
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 increased by $72 million in 2017.
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
8
7. Results Domestic day trip visitors – all purposes 2017
1,146
1200
1,010 1000
In 2017, Albury Wodonga recorded 791,000 Domestic Day visitor trips.
Number of trips (000s)
898 802
755
800
791
600
400
200
2012
2013
2014
2015
2016
2017
0 Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas.
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Domestic day visitor trips – by purpose (2014 to 2017)
Holiday or leisure is one of the primary purposes for visiting Albury Wodonga.
34%
13%
31%
22% Holiday or leisure Visiting friends or relatives Business
Data is based on a four year average from 2014 to 2017.
Other
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
10
Domestic overnight visitor trips – all purposes 2017 651
660
644 628 611
There were 651,000 domestic overnight visitors to Albury Wodonga in 2017, representing aN UPWARD TREND of visitation to the border since 2015.
Number of trips (000s)
620
580
563 540 540
2012 500
2013
2014
2015
2016
2017
Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas.
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Domestic overnight visitor trips – by purpose (2014 to 2017)
17% 39% of overnight visitors to Albury Wodonga are visiting friends or relatives.
39%
27%
17% 39%
27% travelled for holiday or leisure purposes.
27%
Holiday or leisure Visiting friends or relatives Business Data is based on a four year average from 2014 to 2017.
Other
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic visitor nights – all purposes 2017 3.2
1800
1,537
In 2017, the number of Domestic visitor Nights GREW BY 110,000, REPRESENTING AN INCREASE OF 7.5 PER CENT COMPARED TO 2015 AND 2016.
Nights (000s)
1400
2.8
1,587 1,465
1,335
2.8
1,299 2.4
1200
1,477
2.4
2.4
2.4
2.4
2.0
2.0
1000
1.6 800
1.2 600
0.8
400
0.4
200
2012
2013
2014
2015
2016
2017 0.0
0 Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas.
Average length of stays (nights)
1600
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Domestic overnight visitor trips – by season (2014 to 2017)
25%
25%
24%
26%
Visitation to Albury Wodonga is relatively consistent each quarter.
January - March April - June July - September Data is based on a four year average from 2014 to 2017.
October - December
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic overnight visitors – origin 2017
14% Domestic overnight visitors primarily originated from Melbourne and other regions in VICTORIA.
33% 19% 15%
20% Melbourne Victoria other Sydney NSW - other Other states
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic overnight visitors – duration of visit (2014 to 2017)
On average, between 2014 and 2017, 45% of domestic overnight visitors stay in Albury Wodonga for one night.
45%
27% 45% 28% 1 night 2 nights Data is based on a four year average from 2014 to 2017.
3 nights+
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic overnight visitors – age profile (2014 to 2017)
8% Over the last 4 years, 39% of domestic overnight visitors were aged 55 years and over.
39%
33%
39%
20% 15 - 24 years 25 - 44 years 45 - 54 years Data is based on a four year average from 2014 to 2017.
55 years and over
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic overnight visitors – travel party (2014 to 2017)
People travelling alone are the most common visitors to Albury Wodonga.
Followed closely by adult couples.
33%
31%
33%
32%
4%
31%
Travelling alone Adult couple Family groups Other
Data is based on a four year average from 2014 to 2017.
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Domestic overnight visitors – accommodation (2014 to 2017)
Commercial property is the most popular type of accommodation used by domestic overnight visitors.
1%
54%
44% Followed by private accommodation.
54%
44% Commercial property Private accommodation Data is based on a four year average from 2014 to 2017. Recent changes to tourist accommodation profile data collection is outlined in section 8. Appendix
Other
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ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic overnight visitors – top activities (2014 to 2017)
Dining out at restaurants and cafes is equally as popular as general sightseeing.
21%
6%
11% 21%
9% 17%
7%
Dining out General sightseeing
21%
21%
9%
Visit friends or relatives Pubs, clubs, discos etc General sightseeing Outdoor and nature Leisure shopping
Data is based on a four year average from 2014 to 2017.
Other social activities Other
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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Domestic overnight visitors – transport used (2014 to 2017)
15% On average, most domestic overnight visitors drove independently to Albury Wodonga between 2014 and 2017.
85%
85% Self drive Data is based on a four year average from 2014 to 2017.
Other
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
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North Coast NSW
Domestic overnight visitor trips – all purposes – top 15 regional Victorian and NSW regions 2017
South Coast
5000
Hunter 4500
Central NSW
4,213
The Murray and Murray East
3500
Grampians 3000
Capital Country
6th
2,746
2500
3,066
Peninsula
1500
New England North East
0
761
793
Gippsland
819
1,166
1,280
1,293
1,342
1,463
500
Geelong
1,697
1000
1,790
High Country and Alps
2,040
2000
2,061
WHEN RANKED AMONG OTHER VICTORIAn AND NSW REGIONS, The Murray and Murray East region (of which Albury Wodonga forms a part) is the 6TH most visited region for domestic overnight visitations, moving up from 11th in 2016.
Visitor trips (000s)
4000
Western
Snowy Mountain Lakes
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Domestic overnight visitor trips – all purposes – Albury Wodonga and surrounding areas 2017
700
22
Albury & Wodonga
1st
Bright & Mount Beauty
651 Wagga Wagga
600
578 500
Visitor trips (000s)
Albury Wodonga combined has the highest level of domestic overnight visitation when compared to surrounding Statistical Area Level 2 (SA2) locations.
Echuca Wangaratta & region Yarrawonga
400
398
Beechworth
363
Deniliquin
300
Benalla 200
Gundagai
173 100
0
Towong
140 106 100
98
Rutherglen
62
56
42
30
Myrtleford
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
International visitor trips – all purposes – Albury Wodonga 2017
23
22000
20000
19,535
19,719
19,886
2016
2017
A total of 19,886 international visitors were recorded in 2017.
Trips (000s)
18000
16000
15,018
15,043
2014
2015
14000
12000
2013 10000
Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas.
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
International overnight visitor – nights – all purposes 2017
24
17.1
300000
18
16 250000
10.4
257,869 200000
N umber of nights
interNATIONAL visItor nights increased by 35,805 IN 2017, with visitors staying an average of 10.4 nights per trip.
11.6
14
12
8.6
10 150000
226,979
206,293
5.8
170,488
8
100000
6
88,416 4 50000 2
2013 0
2014
2015
2016
2017 0
ALBURYWODONGA VISITOR ECONOMY TRENDS 2017
Albury and Wodonga Visitor Information Centres - enquiries 2017
3,328
25
1,153
26,361 Visitor enquiries totalled 182,085 in 2017, with website visitation being the most popular medium, followed by walk-ins.
151,243
Website Walk-in Phone 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 2017
Visit Albury Wodonga – social media followers 2017
26
2500
INSTAGRAM IS the most followed platform for social media, FOLLOWED BY FACEBOOK. iNSTAGRAM FOLLOWERS HAVE INCREASED BY 38.4% OR 686 followers SINCE 2016.
Followers
2000
1500
1000
500
Twitter Facebook 0
2014
2015
2016
2017
ALBURYWODONGA VISITOR ECONOMY TRENDS
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.
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, will be undertaking a national accommodation survey through the Australian Accommodation Monitor (AAM). The first AAM report (2016/2017 data) will be published August 2018.
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ALBURYWODONGA VISITOR ECONOMY TRENDS
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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
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.
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ALBURYWODONGA VISITOR ECONOMY TRENDS
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 economic development team at Wodonga Council (02) 6022 9300 or the tourism team at AlburyCity (02) 6023 8111.
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Albury Visitor Information Centre Railway Place, Cnr Smollett and Young Sts Albury NSW 2640 T 1300 252 879 info@visitalburywodonga.com
Wodonga Visitor Information Smart Terminals Wodonga Plaza, Wodonga Railway Station, Wodonga Library and Junction Sqaure T (02) 6022 9222 tourism@wodonga.vic.gov.au