FACTBase Bulletin 55, August 2017
Sizing Tourism in Western Australia Gemma Davis
Introduction The key findings of this Bulletin are: Tourism has been identified as a • Tourism is a growth industry in WA and Australia. The total contribution key international growth sector, of tourism to the state economy has increased over the past decade and in Australia and Western with visitor growth trends in WA generally consistent with growth trends Australia, it is anticipated that in Australia. tourism growth will have the • Domestic tourism contributed 76% of direct state tourism Gross capacity to create new jobs Value Added (GVA) in WA in 2015-16, with 63% of direct tourism GVA and assist in driving economic contributed by intrastate tourism – the highest share of any state or expansion in coming decades. territory in Australia. • While five-year domestic growth trends have been positive, intrastate This Bulletin has been prepared and interstate visitor numbers declined in the Year Ending (YE) March as part of the Bigger and Better 2016-17. This included significant reductions in intrastate and interstate visitor numbers in the March 2017 quarter. If this downward trend Beyond the Boom project. continues, it could substantially impact on the contribution of tourism It aims to ‘size’ and spatially to the WA economy moving forward. examine the tourism sector in • WA underperforms in the interstate sector, with the state attracting Western Australia and the Perth 4.6% of total national interstate visitors in YE March 2016-17. WA appears and Peel region to quantify the to be particularly underperforming in the attraction of interstate contribution of tourism to the leisure visitors when compared to other states and territories. state and regional economy; • International visitor numbers have exhibited steady growth in WA to compare the contribution over the past decade and provide a significant opportunity for future of tourism in WA to other expansion. However, growth in visitor numbers has not been matched by commensurate growth in international visitor nights or expenditure. Australian states and territories This appears to reflect a national trend towards shorter trip lengths, as and to identify opportunities for well as declining visitor numbers and expenditure in the longer stay economic growth. visitor category of employment. • International and interstate visitors stay in WA 30 and 9.3 days Tourism in ‘Post Mining respectively on average. This is longer than the average stay of visitors to other states. While this provides economic advantages Boom WA’ it also reflects a key disadvantage, particularly in attracting domestic Western Australia’s recent mining interstate visitors who, research indicates, prefer short trips when travelling domestically. boom boosted much of the state’s economy, yet the level • Purpose of visit has a significant impact on visitor nights and visitor of benefit differed substantially spend. For example, holiday visitors exhibit shorter stays and higher average expenditure per night while education and employment across economic sectors. visitors stay for longer periods but spend less on a per night basis. Research by Pham et al. (2015) This highlights the importance of attracting a diversity of visitors to found that the influence of the the state. mining boom on tourism in WA • The Experience Perth region is the primary tourism destination for was mixed, with impacts on the visitors to WA in all categories, particularly international visitors, 95% supply side differing from those of whom stay in the Experience Perth region during their stay in WA. on the demand side, depending Australia’s South West is the second most popular visitor region in WA. on whether the consumption is continued on page 2 for business or leisure travel. The researchers determined that the
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dominant income effect and subsequent upward price effect • In YE March 2016-17, WA’s largest inbound tourist markets were the UK, Malaysia and Singapore and the three largest markets for visitor spend generated by the mining boom, were the UK, China and Singapore (TWA, 2017a). WA’s fastest growing stimulated domestic tourism inbound tourism markets by visitor numbers in 2016-17 were Malaysia demand positively, including (32%), Singapore (27%), UK (22%) and USA (12%) and the fastest business and employment growing by visitor spend were Singapore, Malaysia, UK and Indonesia (TWA, 2017a). tourism, but reduced demand for international and interstate • Proportionally, WA has been found to attract less than its population inbound leisure tourism demand based share of visitors and visitor spend from key markets including China and New Zealand, with China being most notable. WA attracts (Pham et al., 2015). 4.6% of Chinese visitors to Australia and 6.7% of total spending by Chinese visitors in Australia (TWA, 2017a). However, WA attracts more The leisure tourism sector was than its population based share of visitors and visitor spend from key also affected by cost pressures, markets including United Kingdom, Malaysia, Singapore and Germany. with increased competition • International visitor origin impacts on the tourism regions people for labour reducing the ability choose to visit. Visitors from Malaysia, Singapore and China are of industries associated with most likely to visit Experience Perth and Australia’s South West with only a small proportion venturing to Australia’s Coral Coast; North leisure tourism to attract and West or Golden Outback. By contrast visitors from Germany, the retain workers; and demand USA and NZ are more likely to visit a range of regional destinations for business fly-in-fly-out (FIFO) (TWA, 2017b). This highlights the importance of attracting visitors from travel increased the price of diverse markets. accommodation and air travel, • The distance to WA from major eastern states attractions and capitals which negatively impacted is a disadvantage for WA, however WA’s beaches, wildlife, unspoilt on the demand from inbound, and sparsely populated natural wilderness and island experiences provide opportunities for tourism in Perth and other regions in the intrastate and international state. Indigenous tourism experiences have also been identified as an tourists (Pham et al., 2015). opportunity for WA. Interstate travellers stopped • Accessibility is essential to enable visitation and there is potential to travelling to WA during the increase access to WA by increasing the number and frequency of mining boom as the state direct flights to the state as well as developing new regional airports became more expensive with the capacity to accommodate flights from interstate capitals. compared to others. Strong • There are opportunities for WA to identify and selectively promote the appreciation in domestic unique or distinctive characteristics of travel destinations in the state to currency, incomes and annual the state’s key domestic interstate and international tourism markets. leave associated with FIFO work resulted in domestic trips being substituted with potential to benefit the leisure International and national increased outbound travel, tourism sector. Reduced demand research predicts that Asian such as overseas trips, reducing for low skilled labour and for markets, where middle-class potential intrastate and interstate business and employment populations are expected to travel gains (Pham et al., 2015; travel, combined with a weaker grow five-fold over the next Sanders et al., 2016). Australian dollar, present 20 years, will fuel demand for opportunities for heightened international travel over this The cessation of the mining competitiveness and growth period. In particular, demand boom has been accompanied in leisure tourism, including the for nature, space and luxury by a decline in domestic attraction of intrastate, interstate experiences among Asian passengers travelling through and international holiday visitors. travellers is expected to climb Perth Airport from 9,900,901 in (Deloitte, 2013). Australia’s 2012-13 to 9,506,043 in 2015- National and proximity to Asia, as well as the 16 (Perth Airport, 2017). This is International Tourism nation’s natural characteristics, most likely to reflect reduced Forecasts and Trends which provide capacity for FIFO travel. remote, nature based and Tourism has been identified as luxury experiences, have This suggests that, while the one of five potential ‘super- been identified as providing recent slow-down in the mining growth’ sectors with capacity to opportunities for substantial and resources sector has had drive new jobs and economic tourism industry growth over a negative impact on the state expansion in Australia over the this period (Deloitte, 2013). economy overall, it has the next decade (Deloitte, 2013).
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Australia’s tourism sector is Those who are visiting friends and Outbound already experiencing the relatives (VFR) are anticipated International Travel benefits of Asia’s growing to reach 2.6 million, an increase middle class. In recent years, the of 5.3% per annum (TRA, 2017). An additional trend impacting expansion of tourism markets in However, there is a trend of on tourism in WA is outbound Asia, combined with a weaker falling trip lengths i.e. fewer nights international tourism. Across Australian dollar has stimulated per visitor, with shorter stays Australia, outbound international growth in international visitors being recorded in Australia and travel has increased significantly, to Australia. International visitor across most international markets particularly outbound holiday numbers increased an estimated and for most trip purposes travel. In 2005, Australian 69% in the 10 years from 2006‑16 (TRA, 2017). residents made 4,258,000 outbound and total international visitor international trips, 48% of which spend has reached $38.1 billion Domestic Tourism were for holiday purposes (TRA, (TRA, 2017a). Chinese visitors 2016a). By 2015, the total number have driven growth in visitation While international visitors have of outbound international from Asian markets and in 2015- been identified as having the trips had nearly doubled to 16, visitors to Australia from China potential to drive tourism sector 8,367,000 58% of which were for increased 23%, reaching almost growth (Deloitte, 2013), it is holiday purposes (TRA, 2016a). 1.1 million visitors in total. This domestic tourism that makes The destinations most often growth is expected to continue the biggest contribution to the visited by Australian residents and by 2017-18 China is predicted Australian economy. In 2015–16 in 2015 were New Zealand, to overtake NZ as Australia’s Australian residents made 88.9 Indonesia and the United States top inbound visitor market million domestic overnight trips of America, with travel to these (TRA, 2017). – the equivalent of more than destinations by Australian 4.5 trips for each Australian residents increasing 150%; 329%; In total, Tourism Research resident aged 15 and over (TRA, and 231% respectively in the Australia forecast that 2017). Most (69%) of these trips 10-year period from 2005-15 international visitor numbers will were intrastate and as a result, (TRA, 2016a). continue to grow at a rate of the economic contribution of 5.3% per annum over the coming intrastate travel was higher than The trend of increasing three years, to reach 10.2 million that of interstate travel – $31.9 outbound international tourism international visitors by 2020‑21. billion compared to $27.1 billion in WA is reflected in Perth International visitor spend is (TRA, 2017). However, growth in Airport statistics, which have expected to increase at a faster interstate travel, which increased experienced very substantial and 9.6% per annum to $60.3 billion 8.0%, exceeded growth in continuous growth in outbound (TRA, 2017). intrastate travel, up 6.4% over the international passenger numbers 2015-16 period (TRA, 2017). over the past decade. For Yet, while central to growth, example, in 2015-16, 4,253,127 China will not be the only In the coming five years, international passengers tourism market of importance domestic overnight trips in travelled through Perth Airport, to Australia. Visitation from other Australia are predicted to more than double the 2005-06 Asian markets, including Japan, increase 3.5% per annum to total of 2,026,074 international India and South Korea, as well reach 105.7 million trips. Over passengers (Perth Airport, 2017). as traditional markets such the same period, nights are as the USA, are projected to expected to grow 3.0% per increase in the five-year period annum to 380.5 million nights, to 2020‑21, with visitors from while spend could increase the USA expected to overtake 4.9% per annum to reach $74.9 visitors from the UK over this billion. It is predicted that growth period (TRA, 2017). in visitor nights will be driven by business trips, which are Holiday travel is expected to lead anticipated to increase 5.0% per growth over the next five years annum to 85.7 million nights, and and by 2021, 51% of all visitors, or holiday trips, which are projected 5.2 million visitors in Australia are to increase 2.7% per annum to expected to be holiday makers. 160.3 million nights (TRA, 2017).
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Contribution of Tourism Table 1: Contribution of Tourism to WA Economy 2016 to Western Australian Gross Value % of State Employment % of State Economy Added Economy 2015-16 Total 2015-16 (GVA) 2015-16 In 2015-16, visitors to Western Direct $5.50 billion 2.4% 72,000 5.3% Australia spent an estimated $15.4 billion in the state, up from Indirect $5.13 billion 2.2% 37,000 2.7% $9.6/8.7 billion in 2014-15. This Total $10.64 billion 4.6% 109,000 8.1% represents 12% of total spending by visitors in Australia (TRA, 2017f). Data Source: TWA, 2017c
However Gross Value Added Tourism GVA and (GVA) is considered the most Employment Over Time accurate measure of tourism’s contribution to the economy. Tourism is a growing industry. It includes total labour income, The total direct and indirect the capital revenue the industry contribution of tourism to the receives, and net taxes on Western Australian economy production (TRA, 2016). This when measured by total GVA Bulletin therefore measures the and total employment has economic contribution of tourism increased over the past six years1 by GVA and WA’s 2015-16 Tourism (TWA, 2016; TWA, 2017c). Satellite Accounts provide the most recent estimate of tourism Figure 1: Growth in Total Direct Tourism GVA and Employment GVA in the state. 2010-11 to 2015-16
The Tourism Satellite Account GVA ($b) Employment for Western Australia indicates 12______120,000 that in 2015-16, WA’s tourism industry contributed 4.6% of 10______100,000 total direct and indirect state GVA. By comparison, 23.8% of 8______80,000 state GVA was generated by the mining industry; 13.6% by 6______60,000 construction; 5.6% by health care GVA ($b) and social assistance; and 5.2% Employment by professional, scientific and 4______40,000 technical services (TWA, 2017c). Directly and indirectly, tourism 2______20,000 was estimated to generate 109,000 jobs, 8.1% of the state’s 0______0 total employment in 2015-16 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 (TWA, 2017c). Year
Source: TWA, 2016; TWA, 2017c A breakdown of the direct and indirect contribution of tourism to GVA and employment in WA is outlined in Table 1.
Western Australia’s tourism industry also makes an important contribution to the national economy. The total state share of 1 It is noted that the GVA figures for national direct tourism GVA was YE2015 and YE4014 are likely to be 11.3% in 2015-16 (TWA, 2017c). significantly revised due to revisions to the 2014 and 2015 National Visitor Survey data.
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FigureFigure2: Domestic2: Domestic Tourism Tourism GVA by State,GVA 2015 by -State,16; Domestic 2015-16; Share Domestic in the State GVA,Share 2015 -16; Contribution to Direct Annual Change in State GVA, 2015-16 ON 2014–15 Tourism GVA by Tourist in the State GVA, 2015-16; Annual Change in State GVA, 2015-16 Category ON 2014–15 When assessed by visitor category, it is evident that domestic tourism, i.e. intrastate and interstate overnight and day visitors, make the biggest contribution to the economy in Western Australia. In total, domestic tourism accounted for an estimated $4.2 billion or 76% of direct tourism GVA in WA in 2015- 16 (TRA, 2017f). This is not unique to WA. As illustrated in Figure 2, domestic tourism delivers the lion’s share of direct tourism GVA in all Australian states and territories (TRA, 2017f).
Yet, what is distinctive to Western Australia is the proportion of GVA contributed by intrastate in comparison to interstate visitors. In the domestic tourism segment, the contribution of intrastate Source: TRA, 2017f travel to tourism GVA was highest in Western Australia (63%), followed by New South Wales Source: TRA, 2017f (47%) and Queensland (47%). Yet,Figure what 3: is distinctiveContribution to Western to WA Australia Direct is the GVA proportion by Tourism of GVA Categorycontributed by 2015-16 intrastate By contrast, the portion of tourism in comparison to interstate visitors. In the domestic tourism segment, the contribution of GVA attributed to interstate intrastate travel to tourism GVA was highest in Western Australia (63%), followed by New South Wales (47%) and Queensland (47%). By contrast, the portion of tourism GVA attributed travel was lowest in WA at 21% to interstate travel was lowest in WA at 21% compared to 68% in the ACT; 53% in Tasmania; compared to 68% in the ACT; and 34% in NSW (TRA, 2017f). 53% in Tasmania; and 34% in NSW A breakdown of the contribution of intrastate, interstate Same and day international travel, 12% visitors to direct (TRA, 2017f). GVA for Western Australia is provided in Figure 3 below. As illustrated in the figure, intrastate Intrastate, 48% overnight and same day visitors contributed an estimated 48% and 12% of total direct tourism A breakdown of the contribution GVA respectively in 2015-16; while interstate visitors generat Interstate,ed 1 16%6%; and international visitors 24% (TWA, 2017c). of intrastate, interstate and International, 24% international visitors to direct GVA for Western Australia is provided in Figure 3. As illustrated in the figure, intrastate overnight and same day visitors contributed an estimated 48% and 12% of total direct tourism GVA respectively Data Source: TWA, 2017c in 2015-16; while interstate visitors generated 16%; and international visitors 24% (TWA, 2017c).
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Visitor Growth by Sector Table 2: Interstate, International and Intrastate Overnight Visitor, Visitor Night and Expenditure Growth YE March 2013-16 WA This section examines visitor numbers, nights and expenditure Growth 2013-16 Interstate International Intrastate primarily using data from the Overnight Overnight Overnight Year End (YE) March 2017 Visitor Numbers 18.5% 28% 57% National Visitor and International Visitor Nights 31.25% 2% 68.5% Visitor Surveys. Visitor Expenditure 31% 9.7% 56.5%
The Bulletin primarily relies on Source: TWA, 2017; TWA, 2017a YE March 2017 data because in June 2017, Tourism Research Australia significantly revised Table 2 provides an overview of This is consistent with national the National Visitor Survey (NVS) estimated visitor numbers nights and international trends. data for YE December 2014 and and expenditure in Western YE December 2015 and made Australia in the period from Yet statistics show that domestic minor revisions to YE December YE March 2013-17. overnight visitor numbers, 2016 statistics. Therefore, time interstate and intrastate, have series NVS data for YE December As indicated in the table, there been in decline over the past published prior to June 2017 is is evidence of positive growth 12 months (TWA, 2017). While this not reliable. The YE March 2017 in visitor numbers, nights and fall has not yet been reflected NVS data, which incorporates expenditure in the domestic in a reduction in interstate visitor required amendments to 2014 tourism sector over the past nights or expenditure, small and 2015 data therefore provides five-year period (TWA, 2017). reductions in intrastate visitor the most accurate representation International visitor numbers have nights and expenditure have of domestic visitor growth trends also increased in all categories been recorded (TRA,2017d). (TWA, 2017). although in the international International visitor numbers sector, growth in visitor numbers have maintained steady growth All published International has not been matched by over the 2013-17 period, as Visitor Survey (IVS) annual, commensurate growth in illustrated in Figure 4. quarterly and time series data visitor nights (TWA, 2017a). remains current, however for consistency YE March 2017 data has primarily been used Figure 4: Domestic and International Overnight Visitor Growth to report on international visitor YE March 2013-17 (‘000s) characteristics and trends. Interstate Intrastate International Five Year Growth Trends 9,000______National and international visitor 8,000______statistics for YE March 2013-16 7,000______show that the growing economic 6,000______contribution of tourism to the WA economy has been driven by all 5,000______visitor sectors including interstate, 4,000______intrastate and international, 3,000______although over the past five Number of visitors years, growth in the intrastate 2,000______overnight visitor sector has been most notable, followed by the 1,000______international and interstate 0______overnight visitor sectors. 2013 2014 2015 2016 2017
Data Source: TWA, 2017; TWA, 2017a
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It is further noted that a nationally, however 10 year • Per visitor or trip, international significant fall in interstate visitor growth trends are generally visitors to WA were the biggest numbers and intrastate visitor comparable. While international spenders, yet international nights was recorded in the March visitor numbers in WA increased visitors spent the least on a 2017 quarter (December 2016 an estimated 32% in the 2011-16 per night basis. to March 2017) with: 24% fewer period and 53% in the 2006-16 • Interstate travel in WA interstate visitors; a 2.7% decline period; nationally, international generated relatively low visitor in interstate visitor nights; 7.5% visitor numbers increased an numbers, accounting for 4.6% fewer intrastate visitors; and a estimated 43% in the five-year of interstate travel in Australia 12.1% reduction in intrastate period from 2011-16 and 51% in in YE March 2017, and the visitor nights compared to the the 10 year period from 2006-16 least visitor nights, however March 2016 quarter (TRA, 2017d). (TRA, 2017a). these visitors were relatively This indicates that the number high spenders on a per night of domestic visitors to WA is Number of Visitors, Visitor basis (TWA, 2017). continuing to decline which Nights and Spending by is significant due to the high Visitor Category Comparing the profile of visitors proportion of GVA contributed to WA with the profile of visitors by domestic visitors. The contribution of domestic nationally, a notable difference and international visitors to the in WA is length of stay. While By contrast, IVS results for the economy is influenced by a average length of stay for March quarter show continued range of factors which include interstate trips within Australia in growth of 9.1% in visitor numbers; total visitor numbers, length the YE March 2017 was 4.5 nights, 1.3% in visitor nights; and 7.9% in of stay, purpose of visit and when visiting WA, interstate regional trip expenditure in the spend per night. Table 3 below visitors stayed an average of YE March 2016-17 (TRA, 2017e). provides a summary of visitor 9.3 nights (TRA, 2017e). numbers, nights and average International Visitor spend by visitor category utilising International visitors to WA also Growth – National YE March 2017 data. The data stayed longer than visitors to Comparison indicates that: other states and territories, • Intrastate day-trippers are spending an average of 30 In the YE March 2017, more than the largest category of nights in the state in the YE March 950,000 international visitors visitors in WA. 2017, the highest average stay came to WA, spending in excess • The biggest share of total of all states and territories, as of $2.4 billion. This represents spending by visitors in Western outlined in Table 4 (TRA, 2017e). 12% of international visitors Australia was generated by Yet this also illustrates that longer to Australia and 9% of total intrastate overnight travellers. visitor stays are also associated expenditure by international Intrastate visitors also spent with lower average estimated visitors nationally in 2016 the most on a per night basis. expenditure per night. (TWA, 2017a). • International visitors generated the most visitor International visitor growth in nights on a per visitor WA over the past five years has basis, due to longer stays, been lower than that recorded on average.
Table 3: Summary of Visitor Numbers, Visitor Nights and Visitor Spending by Category WA YE March 2017
Interstate International Intrastate Intrastate Overnight Overnight Overnight Day-trippers Total Visitors 1,400,000 953,800 8,100,000 19,400,000 Total Spending $1,526,000,000 $2,439,000,000 $4,026,000,000 $2,145,000,000 Total Nights 12,600,000 28,500,000 30,500,000 N/A Average nights per visitor 9.3 30 3.8 N/A Average spend per visitor $1,125.3 $2,557 $501 $111 Average spend per night $121 $85 $132 N/A
Data Source: TWA, 2017; TWA, 2017a
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Purpose of Visit by Table 4: International Visitor Expenditure and Visitor Nights, Visitor Category Comparison between Australian States YE March 2017 Purpose of visit provides an Year Ending Average Average Average December 2016 Estimated Estimated Estimated Nights insight into the factors that Expenditure Expenditure Per Visitor attract visitors to WA. It is also Per Visitor Per Visitor Night a key factor influencing visitor Victoria $2,684 $109 24.6 nights and spend. New South Wales $2,507 $109 23 Queensland $2,007 $97 21 Statistics from the Tourism Research Australia’s National South Australia $2,449 $101 24 Visitor Surveys indicate that Western Australia $2,611 $87 30 holiday is most commonly cited Tasmania $1,696 $117 14 as the reason for intrastate travel Northern Territory $1,544 $119 13 in WA, followed by VFR (TRA, ACT $2,439 $115 21 2017e). However, interstate visitors are most likely to travel to WA for Data Source: TRA, 2017e business purposes (see Table 5). Note: There are minor differences between the TRA and TWA data reported in Tables 3 and 4 due to differences in the methodology applied by these organisations when calculating total regional expenditure. The dominance of interstate business visitors is unique to WA. National data indicates that In addition, intrastate visitor states in Australia. Forty-one holiday is the most common numbers and nights declined per cent of all international reason for interstate travel to all in the March 2017 quarter, visitors to WA in YE March 2016- Australian states and territories impacted by falling leisure travel. 17 were visiting friends and except WA and the ACT, where This resulted in 13.0% fewer VFR relatives, while 50% were holiday VFR is the dominant reason for trips and a 14.0% decline in VFR visitors. By contrast, 58.5% of interstate travel (TRA, 2017d). nights being recorded within WA international visitors to NSW; in the YE March 2016-17. It was 57% of international visitors to Yet, it is noted that domestic also reflected in an increase in SA; 55% of visitors to VIC; and overnight travel to and within the proportion of intrastate travel 70% of international visitors to WA declined significantly in the for business in the YE March 2017 QLD in 2016 travelled for holiday March 2017 quarter (TRA, 2017d) (TRA, 2017d). purposes (TRA, 2017e). and, in the interstate sector, this fall was associated with a 17.4% International Visitor The proportion of international decline in visitors travelling to Growth by Purpose holiday visitors in WA is WA for business purposes and a of Visit increasing. In YE March 2016- 9.5% reduction in business visitor 17, international visitors in the nights from YE March 2016-17 International visitor statistics holiday category grew 18%; (TRA, 2017d). also indicate that WA attracts education visitors increased a lower proportion of holiday 22%; business visitor numbers visitors and a higher proportion increased 7.5%; and VFR of international VFR travellers increased 3%, as outlined in when compared to other Table 6 (TRA, 2017e).
Table 5: WA Purpose of Visit by Visitor Category YE March 2017
Purpose of Travel Interstate International Intrastate Intrastate Overnight Overnight Overnight Day-trippers YE March 2017 YE March 2017 YE March 2017 YE March 2017 Holiday 26% 50% 41% 46% Visiting Friends and Relatives 35% 41% 26% 27% Business 40% 11% 26% 11% Other n.p. 10% 7% 15%
Data Source: TRA 2017d; TRA 2017e
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However, visitor nights declined Table 6: WA International Visitor Numbers, Nights and Expenditure in most categories, with the Growth YE March 2017 by Purpose of Visit exception of education, and Western Australia Visitor Numbers Visitor Nights Expenditure expenditure decreased 22% in Growth Mar 2017 Growth Mar 2017 Growth Mar 2017 the employment and 3% in the Holiday 17.7 % 4% 8% business category (TRA, 2017e). This decline is consistent with VFR 3.0% -5% 3% national trends (TRA, 2017a). Business 7. 5 % 1% -3% Employment -21% -21% -22% Purpose of Visit and Education 22% 30% 30% Visitor Expenditure Data Source: TEA 2017e Purpose of visit has a significant impact on the economic contribution of tourism. For Visitation by Tourism overnight visitors (95%) and example, domestic visitor data Region domestic interstate visitors (78%) indicates that purpose of travel staying within the region in influences both visitor spending There are five designated tourism 2016-17 (TWA, 2017; TWA, 2017a). and visitor nights. In 2016-17, regions in WA: Experience Perth; A smaller 34% of intrastate domestic holiday and business Australia’s South West; Australia’s overnight visitors travelled to travellers in Australia had the Coral Coast; Australia’s Golden Experience Perth, with Australia’s highest expenditure, spending Outback; and Australia’s North South West the next most an average of $841 and $805 per West (ABS, 2016a). A map of WA’s common destination, attracting visitor respectively, compared to tourism regions is provided at 32% of intrastate overnight visitors $394 per VFR visitor (TRA, 2017d). Appendix A. in 2016 (TWA, 2017a).
Similarly, international visitor In WA, the Experience Perth Visitation statistics for the statistics reveal that international region receives the most visitors Experience Perth region and for visitors travelling for education in all categories, with a notable other Western Australian regions and employment purposes dominance of international is illustrated in Figure 5. spend more per visitor, with an average of approx. $19,983 and $8,634 respectively compared to Figure 5: Proportion of Visitors Visiting WA Tourism Regions by an average of approx. $4,273 for Visitor Category 2017 holiday visitors, $3,995 for business travellers and $2,972 for VFR Interstate overnight International overnight visitors, but that holiday, business Intrastate overnight Intrastate day-trippers and VFR travellers spend more on 100______a per night basis (TRA, 2017e).
This highlights the importance 80______of attracting a diverse range of domestic and international 60______visitors across all categories including short-stay, high 40______per night spend holiday % of visitors visitors; and long-stay, high total spend, education and 20______employment visitors. 0______Experience South West Coral Coast North West Golden Perth Outback WA tourism regions
Data Source: TWA, 2017; TWA, 2017a
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Australia’s South West was the Tourism Nodes in most commonly visited regional Experience Perth Region destination in all categories except interstate overnight Australian Bureau of Statistics visitors, who were more likely to (ABS) tourist accommodation visit Australia’s North West (17%) data provides an insight into than South West (16%). This may the primary tourism nodes in reflect the accessibility of the the Experience Perth region. North West, with direct flights The most recent quarterly data available to Broome from major for the region, first quarter eastern states capitals. 2016, indicates that Perth City is the dominant tourism International visitor data node in the Experience Perth indicates that while the region, accommodating an proportion of international estimated 59% of commercial visitors travelling to regional accommodation nights in the WA (50%) is lower than the region, a far higher proportion Australian average (68%), the than any other tourism node dominance of the capital city (ABS, 2016). as a destination is not unique to the state (TRA, 2017e). In fact, WA Scarborough, Trigg, North attracts a higher proportion of Beach, Watermans and Belmont- international tourists to regional Ascot-Redcliffe are nodes of destinations than NSW or secondary significance, each Victoria. For example, in 2016- accommodating an estimated 17, 95% of visitors to NSW visited 5% of commercial visitor Sydney and 42% visited regional accommodation nights in the NSW; 97% of international visitors region (ABS, 2016). The proportion to VIC visited Melbourne and of commercial accommodation 27% visited regional Victoria nights within each of the primary (TRA, 2017e). tourism accommodation nodes, accommodating more than Exceptions to this visitor pattern approximately 1% of commercial are: Queensland, where regional accommodation nights, within destinations are visited by Experience Perth is illustrated 74% of visitors while 60% visit in Figure 6. the capital city, Brisbane; the Northern Territory where 82% of international visitors visit regional Figure 6: Estimated Visitor Night Dispersal in the Experience Perth locations while 49% visit Darwin; Region (First Quarter 2016) and Tasmania where 88% international visitors visit Hobart Mandurah but regional destinations also Perth City attract a strong 63% of visitors Scarborough (TRA, 2017e). Trigg, North Beach, Watermans However, nationally the Belmont, Ascot, Redcliffe proportion of Australia’s Rivervale, Kewdale, Cloverdale international visitors visiting Como regional destinations has South Perth been in decline (TRA, 2017a). Fremantle Rockingham
Data Source: ABS, 2016
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This highlights the preference origin and the top 10 markets for Proportionally, WA has been of visitors for city centre international visitors to WA differ found to attract less than its accommodation locations; to those for Australia nationwide. population based share of accommodation in coastal visitors and visitor spend from locations; and accommodation In YE March 2016-17, Australia’s key markets including China and in proximity to the region’s three largest inbound markets New Zealand, with China being international and domestic for total visitor arrivals were New most notable. WA attracts 4.6% of airport terminals. Zealand, China and the USA Chinese visitors to Australia and and the three largest inbound 6.7% of total spending by Chinese International Visitor Origin markets for total visitor spend visitors in Australia (TWA, 2017a). were China, the UK and NZ The origin of interstate visitors to (TWA, 2017a). However, WA attracts more than the Perth region generally reflects its population based share of the dispersal of population By contrast, WA’s largest inbound visitors and visitor spend from nation-wide with the primary tourist markets were the UK, key markets including United markets for interstate visitors to Malaysia and Singapore and the Kingdom, Malaysia, Singapore WA being New South Wales (32%) three largest markets for visitor and Germany. This is significant and Victoria (31%) followed by spend were the UK, China and because visitor origin has a Queensland (18%) and South Singapore (TWA, 2017a). significant impact on visitor nights Australia (12%) (TWA, 2017). and expenditure, as illustrated WA’s fastest growing inbound in Table 8. In 2015, visitors from It is noted that the proportion of tourism markets by visitor Asian markets including China, visitors from Victoria and South numbers in 2016-17 were Malaysia and Singapore Australia is slightly higher than Malaysia (32%), Singapore (27%), reported the highest expenditure the proportion of population UK (22%) and USA (12%) and the per visitor on a per trip and per living in the state, and the fastest growing by visitor spend night basis (TWA, 2017a). proportion of visitors to WA from were Singapore, Malaysia, UK Queensland being lower than and Indonesia (TWA, 2017a). could be expected based on the Characteristics of the top 10 population base of the state. consumer markets for inbound tourists to WA compared to the International visitor expenditure, top 10 markets in Australia are length of stay and destination outlined in Table 7. also varies according to visitor
Table 7: Characteristics of Top Ten International Inbound Visitor Markets (WA) with National Performance YE March 2017
Country of Rank (by Visitor 3 Year Visitor 3 Year Rank (by Visitor 3 Year Visitor 3 Year Residence Visitor Numbers AAGR* Spend AAGR Visitor Numbers AAGR Spend AAGR Number) (Millions) Number) (Millions) UK 1 151,200 2.8% 287 -6.9% 4 674,30 0 3.4% 1,926 0.1% Malaysia 2 111,70 0 24.8% 271 12.1% 7 3 47, 3 0 0 9.7% 7,0 07 25.0% Singapore 3 104,500 12.3% 253 19.6% 6 381,800 8.4% 1,055 12.2% USA 4 80,300 18.3% 220 7. 4% 3 683,800 13.1% 1,018 11. 5% NZ 5 73,000 -4.6% 149 11.9 % 1 1,2 27,9 0 0 3.7% 1,652 14.7% China 6 52,600 13.7% 115 -13.9% 2 1,141,800 17. 4% 1,720 3.5% Germany 7 37,4 0 0 7. 4% 92 -5.7% 11 199,400 5.0% 903 7.9 % Indonesia 8 29,30 0 2.1% 81 0.0% 12 160,100 7.7 % 685 7.1% Japan 9 26,100 5.6% 81 18.7% 5 390,400 14.6% 914 21.8% India 10 24,900 17.6% 68 -0.1% 9 251,800 11.7% 555 12.8%
Data Source: TWA, 2017a *AAGR: Average Annual Growth Rate
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Visitor origin also impacts on Table 8: Visitor Purpose of Visit and Spend Characteristics by visitation to regions outside Visitor Country of Residence WA 2015 Experience Perth. As illustrated Country Most Common Average Spend in Figure 7, visitors from Malaysia, Purpose of Visit Per Visitor Singapore and China are most UK VFR $2,084 likely to visit Experience Perth and Australia’s South West, Malaysia Holiday $2,434 with only a small proportion Singapore Holiday $2,180 venturing to Australia’s Coral USA Holiday $2,230 Coast; North West or Golden NZ VFR $1,681 Outback. By contrast visitors China VFR $5,286 from Germany, the USA and Germany Holiday $2,517 NZ are more likely to visit a range of regional destinations Indonesia VFR $2,198 (TWA, 2017b). This highlights the Japan Holiday $2,240 importance of attracting visitors from diverse markets. Data Source: TWA, 2017a
International and National Consumer Figure 7: Regional Visitation by International Visitors by Country of Origin 2015 Motivators The process through which Experience Perth Australia’s South West Australia’s North West potential travellers choose a Australia’s Golden Outback Australia’s Coral Coast destination has been researched 250______extensively. Literature by Crompton (1979) and Um and Crompton (1990) identified both 200______push and pull factors associated with destination choice 150______including: accessibility; needs satisfaction; and peer review.
% of visitors 100______More recently, literature has examined the role of internal and external push and pull factors 50______including destination marketing; distance and prices; climate; 0______risk; familiarity; social media and UK USA NZ airfares, all of which have been Malaysia Singapore China Germany Indonesia Japan found to influence the choices of Visitor market of origin individual travellers, with the level Data Source: TWA, 2017b of influence dependent on the circumstances and motivations of the individual (Sanders et al., 2016).
Extensive research has examined the impact of destination marketing on destination choice and traveller behaviour, determining that advertising can attract tourists and can also inspire travellers to extend their trip, change their travel plans and increase their expenditures while visiting a destination, with
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responses differing based on the the demand for outbound visit Australia and report an marketing approach applied international travel. intention to visit Australia, actual (Choe et al., 2017). rates of visitation are significantly Both studies also suggested that lower. This is particularly evident Distance and price have also Australians perceive domestic in markets including China, been found to be key factors travel as more appealing for South Korea, Japan and Italy, influencing destination choice by family vacations or for travel where aspirations and intentions travellers world-wide, including later in life and therefore while to visit Australia translate into Australian travellers (Sanders Australian destinations cannot much smaller proportions of et al., 2016; Guillet, Lee, Law compete with many international visitation in practice, indicating and Leung, 2011). However, the destinations on price, they that there is considerable impact of these factors differs could appeal to families. There potential to increase visitors from according to the travel needs, is also potential for destination these markets. preferences and sensitivities marketing to work with the of the individual (Nicolau and aspiration among Australians to Examining perceptions of Mas, 2006). travel around Australia later in Australia, it is evident that life (Sanders et al., 2016; Lewis international consumers For example, Nicolau (2012) et al., 2010). associate Australia with natural determined that three-quarters beauty, aquatic and coastal of travellers are influenced by International Tourism wildlife experiences. Food and the loss aversion principle when Motivators wine experiences are also making destination choices but considered important among that sensitivities differ, particularly Yet, to assess WA’s long-term international consumers, but in response to age, household competitiveness in the domestic currently consumers are less likely size and marital status. As a and international tourism market, to identify Australia as a food result, the response to the price it is also important to understand and wine destination. of a product is not linear and the stated motivators for the research suggests exploring international and domestic travel However, beaches have been people’s subjective price to/within Australia. identified as the number one perceptions in the context of Australian attraction, followed tourism packages in order to Tourism Australia’s Consumer by Australian wildlife and the design effective promotional Demand Project (2017) provides Great Barrier Reef as outlined programs for destinations substantial research examining in Figure 8. Festivals have also (Nicolau, 2012). consumer markets in Australia been identified as appealing to and the factors that motivate international visitors, with food In Australia, price has been consumers from markets around and wine festivals being most identified as a substantial factor the world to travel to Australia. attractive, while major sporting influencing tourism choices The research indicates that while events have the biggest impact and the trend for Australians to the factors of importance to on destination choice. holiday overseas (Sanders et al., tourists when selecting a travel 2016). Sanders et al. (2016) also destination differ across tourism The location of most major events determined that the relative cost markets, on an aggregate basis in eastern states capitals and of domestic travel compared the factors important to the the distance of WA from eastern to international destinations highest proportion of consumers states attractions are likely to such as Bali was the underlying are safety and security; value for place WA at a disadvantage reason for Australians not money; world class nature; good in attracting international engaging in domestic travel. food and wine; and aquatic visitors. However, WA’s beaches, In addition, Lewis et al. (2010) and coastal environments. In this wildlife, unspoilt and sparsely identified that low cost airfares, context, Australia’s reputation populated natural wilderness the accumulation of annual as a safe destination has been and island experiences provide leave, increased accessibility identified as a key advantage in opportunities for tourism in Perth and the perception of overseas attracting international tourists. and other regions in the state. destinations being more exotic and prestigious than The Consumer Demand Project Indigenous tourism experiences domestic destinations increased also indicates that while tourists have also been identified as an from many countries aspire to opportunity for WA, with visitor
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surveys identifying 78% of people Figure 8: Major Australian Attractions who visited WA in 2015-16 were seeking an Aboriginal cultural 60______experience, however only 24% reported experiencing Aboriginal 50______50% culture (McDonald K, 2017). 43% 40______40% Tourism Australia’s Domesticate 36% 36% 35% 34% 33% 32% Study, which examines drivers 30______for domestic tourism, has established that travel in 20______Australia by Australian residents is perceived to be “an opportunity 10______to relax and rejuvenate from % of respondents rate as appealing stress, as well as reconnect with friends and family” (TNS, 2015). 0______It also found that Australians like Wildlife “short, domestic holidays often – Beaches Great Barrier Reef Island experiences even after the experience of an Major Australian cities international trip” (TNS, 2015 p. 1). Unspoilt natural wildernessAustralian food and wine Rainforests/forests/national parksTravelling around several places The key motivators for interstate travel are outlined in Figure 9. Attractions Data Source: TA, 2017 These findings are supported by a domestic travel survey undertaken by Griffith University on behalf of the City of Gold Figure 9: Motivators for Interstate Travel Coast. It found that Australians have a strong interest in food ______and wine experiences when on ______domestic holidays and that the 55% mass domestic visitor market ______is seeking interactive cultural 37% 37% activities in the form of festivals ______and performances, instead ______27% of traditional cultural tourism experiences, such as visiting art ______galleries and museums. Both studies also identified a desire ______% of respondents rate as appealing for quality accommodation ______options and found that domestic To relax To eat good food/ To see and do lots To go shopping travellers are willing to pay more drink good wine of good things to access comfortable or luxury Travel motivator accommodation (TNS, 2015; TNS, 2016; Gardiner and Scott, 2015). Data Source: TNS, 2015
In this context, distance and travel time, which is similar or further than travel to some international destinations, combined with a lack of awareness of WA’s attractions including food, wine and cultural events may act as barriers to the attraction of domestic interstate visitors.
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Accessibility the commencement of direct, to accommodate visitor growth Qantas operated Perth to (TWA, 2016a). Conditions in aviation markets London services in 2018. The state including the frequency of also benefits from geographic Infrastructure and Events flights and capacity for direct proximity and relatively high flights have been identified as accessibility to Singapore, Events, including festivals and influencing level of demand Malaysia and Indonesia. major sporting events, and and visitation in WA (Tourism infrastructure, including access, WA, 2015). Increasing aviation access has attractions and amenities, been identified as a priority have also been identified as Domestically, Perth is accessible for WA, however Perth’s status important to visitor attraction with regular, direct flights to as one of Australia’s four and satisfaction Perth and in WA. Perth from all major Australian designated ‘international In Perth and Peel it is expected capitals. Direct interstate flights gateways’ has been identified that recent investment in are also available to Broome as disadvantaging Perth infrastructure projects including from Brisbane (seasonal), and limiting the opportunity Elizabeth Quay; Perth City Link; Darwin, Melbourne or Sydney. to secure additional flights the new Western Australian However, in Australia accessibility from international airlines, Museum; the upgrade of Perth is highest between the three due to limitations negotiated Airport; the redevelopment major Eastern seaboard capitals with foreign governments of Crown Perth; and the of Sydney, Melbourne and in international air service revitalisation of Fremantle, Brisbane. Flights between these agreements (TWA, 2016a). Scarborough and Rottnest Island three cities accounted for 27% The need for new regional will provide positive benefits of all available seats and 29% of international airports in WA, such including increasing visitation to domestic passengers in 2015-16 as in Broome and Busselton/ Perth and the state (TWA, 2016a). (TRA, 2017). Margaret River, has also been identified as important to According to Tourism WA, the Examining access from increase international and new 60,000 seat Perth Stadium, international markets, it is evident interstate access to regional which is due to open in 2018, will that Australia’s two largest areas (TWA, 2014). also play an important role as capitals, Sydney and Melbourne, a visitor attractor by increasing are more accessible from key Value for Money WA’s capacity to host major tourism markets worldwide due sporting and cultural events to a larger number and higher Consumer research has identified and generating large scale AFL frequency of flights. Specifically, value for money as a factor of visitation (TWA, 2016a). access to Perth from key markets high importance for international such as China, New Zealand consumers when choosing Long-Term and the United States of America a travel destination and, Competitiveness is lower than to eastern states according to Tourism WA, during capitals and this is likely to the resource sector boom Perth The global tourism market impact on visitor numbers from and Peel “gained a reputation is highly competitive and these markets. For example, in for its accommodation being potentially volatile. Factors that 2016 there were four direct flights full, expensive and poor value influence and have the capacity from China to Perth per week for money” and “hoteliers also to influence the performance compared to approximately 82 gained a reputation for not of tourism destinations direct flights per week to Sydney; having the capacity to work with internationally include economic 54 direct flights to Melbourne; national and international travel conditions, domestically and and 11 direct flights to Brisbane distributors” (TWA, 2016a, p. 5). worldwide; natural disasters; (Tourism Australia, 2017c). However, the recent slow-down terrorism; political instability; in the resources sector has eased exchange rates; digitisation; and Despite this, WA’s geographic pressure on the accommodation ageing populations worldwide location means that it is sector and together with (Ringbeck & Pietsch, 2013). relatively accessible to the commitment to and construction state’s largest visitor market, of 2,000 new rooms in Perth with International research indicates the UK. Accessibility to the UK opening dates through to 2019 that to maximise competitiveness is expected to increase with there is capacity for the region and resilience in the global
FACTBase Bulletin 55, August 2017 | 15 FACTBase Bulletin 55, August 2017 tourism market, destinations Conclusion • Visitor diversity (diversity require fundamental industry of trip purpose, short and building blocks coupled with In conclusion, current data long- stay visitors and factors which differentiate the indicates that tourism is a visitor origin) is important to destination from its competitors growth sector in WA and there maximise potential economic (Pike & Page, 2014; Ringbeck & is potential for the economic benefits and ensure the Pietsch, 2013). contribution of tourism to benefits of tourism are increase, particularly given the shared between regions Fundamental building blocks, or recent slowdown in the resources and destinations in the state. critical success factors for tourism sector. However, maximising the There is a need to identify destinations include an attractive potential economic contribution and develop strategies environment; profitable industry; of tourism hinges on maintaining focused on the distinctive positive visitor experiences; international visitor growth; experiences offered by WA ongoing investment in new attracting a diverse profile of as well as the development products and infrastructure; international and domestic of sophisticated, multi- a sustainable and supportive visitors; and reducing the state’s stakeholder and segmented community; ease of access and reliance on intrastate tourism and marketing approaches to effective industry organisation interstate business visitors. attract both short and long- (Pike & Page, 2014; Ringbeck term visitors and visitors & Pietsch, 2013). As part of this, This research also suggests that: from diverse domestic and research indicates that a long- • WA has the fundamental international markets. term view of competitiveness building blocks needed for is imperative and requires tourism growth and new References resources which provide the developments in Perth CBD, destination with a comparative as well as improved flight Australian Bureau of Statistics, advantage over others, resources connections will provide 2016, 86350DO006_201516 Tourist that differentiate and cannot opportunities for tourism Accommodation, Western be imitated, as well as effective growth in the Experience Australia, 2015-16, Australian destination management (Pike & Perth region and the state. Bureau of Statistics Canberra Page, 2014; Ringbeck & Pietsch, • WA faces some key 2013). Destination management challenges associated Australian Bureau of Statistics, includes the development of with attracting more 2016a, 9503.0.55.001 - Tourism new attractions; infrastructure international and domestic Region Maps and Allocation File, investment; and destination visitors including price/ Australia, 2016, Western Australia, marketing/advertising which is affordability; distance; and 2015-16, Australian Bureau of sophisticated, multi-stakeholder accessibility; as well as Statistics Canberra and segmented to attract tourists competition with international from different markets (Pike & destinations; and increased Choe, Yeongbae; Stienmetz, Page, 2014; Line and Wang, 2017; outbound international Jason L; Fesenmaier, Daniel R, Ringbeck & Pietsch, 2013). travel by Australian residents. 2017, Measuring Destination Appropriate pricing and Marketing Comparing developing the short stay Four Models of Advertising visitor market appear to Conversion, Journal of Travel be key factors influencing Research, Vol.56(2), Page143-157, interstate leisure travel to Sage Journals, Online: http:// the state. journals.sagepub.com/doi/ • There is potential to increase abs/10.1177/0047287516639161, the number and economic Retrieved 5 June 2017 contribution of visitors to regional destinations, Deloitte 2013, Positioning for however factors such as Prosperity, Catching the Next distance and lower direct Wave, Deloitte , https://www2. accessibility from interstate deloitte.com/au/en/pages/ and international markets building-lucky-country/articles/ appear to impact on travel positioning-for-prosperity.html, to regional WA. Retrieved 12 May 2017
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Gardiner and Scott, 2015, Nicolau Juan L, 2012, Asymmetric Sanders Dale, Wilson Greg, Australian Tourism Demand for Tourist Response to Price Loss Susomrith Pattanee, Dowling Domestic Travel Experiences: Aversion Segmentation, Journal Ross, Fly in to work; fly out to Bali: Insights for the Gold Coast, of Travel Research, Volume An exploration of Australian fly- Griffith Institute for Tourism 51.2012, 5, Pages 568-576, Sage, in-fly-out (FIFO) workers leisure Research Report Series Report http://journals.sagepub.com/doi/ travel, Journal of Hospitality No 7 August 2015, https:// abs/10.1177/0 0 472875114 31321, and Tourism Management, www.griffith.edu.au/__data/ Retrieved 7 June 2017 Volume 26, March 2016, Pages assets/pdf_file/0006/740805/ 36–44, Elsevier Ltd, http://www. Experiences-Research- Perth Airport, 2017, Perth Airport sciencedirect.com/science/ Domestic-Report-7.pdf, Corporate, Airport Statistics, article/pii/S1447677015300450, Retrieved 14 May 2017 https://www.perthairport.com. Retrieved 7 June 2017 au/Home/corporate/about- Guillet Basak Denizci, Lee Andy, us/airport-statistics, Retrieved Tourism Australia, 2017, Consumer Law Rob and Leung Rosanna, 8 June 2017 Demand Project Fact Sheet, 2011, Factors Affecting Outbound Tourism Australia, http:// Tourists’ Destnation Choice: The Pham Tien; Jago Leo; Spurr Ray www.tourism.australia.com/ Case of Hong Kong, Journal of and Marshall Justin, 2015, The documents/Markets/CDP_Fact_ Travel and Tourism Marketing, Dutch Disease effects on tourism Sheets_-_2017_updated_set.pdf, Volume 28, 2011, Issue 5, Pages – The case of Australia, Tousim Retrieved 12 May 2017 556-566, Taylor and Francis Management, Volume 46, Pages Online, http://www.tandfonline. 610–622, Elsevier B.V., http://www. TNS, 2015, Domesticate 2015 Fact com/doi/abs/10.1080/10548408.2 sciencedirect.com/science/ Sheet, http://www.tnsaustralia. 011.588120?journalCode=wttm20, journal/02615177/46, Retrieved com/domesticate2015/ Retrieved 6 June 2017 7 June 2017 domesticate-fact-sheet-2015.pdf, Retrieved 12 May 2017 Line, Nathaniel D; Wang Pike, Steven; Page, Stephen J, Youcheng, 2017, A multi- 2014, Destination Marketing TNS, 2016, Domesticate 2016 stakeholder destination oriented Organizations and destination Fact Sheet, http://tnsaustralia. approach to destination marketing: A narrative analysis com/links/263103435%20 marketing, Journal of Destination of the literature, Tourism Domesticate%20Fact%20 Marketing & Management, Management, Volume 41, Pages Sheet%20TNS%20130416.pdf , Vol.6(1), Page 84-93, Elesevier 202-227, Elsevier B.V., http://www. Retrieved 12 May 2017 Ltd, http://www.sciencedirect. sciencedirect.com/science/ com/science/journal/2212571X, journal/02615177/27/5, Retrieved Tourism Western Australia, 2012, Retrieved 6 June 2017 6 June 2017 Domestic Visitor Fact Sheet 2011- 12, Tourism Western Australia, McDonald K, 2017, Connecting Ringbeck & Pietsch, 2013, How to Perth, Retrieved 8 May 2017 the Indigenous Experience, Succeed as a Tourism Destination Business News, 13 March 2017, in a Volatile World, The Travel & Tourism Western Australia, https://www.businessnews. Tourism Competitiveness Report 2014, Tourism WA Submission com.au/article/Connecting- 2013, 2013 World Economic to Productivity Commission the-indigenous-experience, Forum, http://www3.weforum. Research Paper – Australia’s Retrieved 14 May 2017 org/docs/TTCR/2013/TTCR_ International Tourism Industry, Chapter1.2_2013.pdf, Retrieved Productivity Commission, http:// Nicolau Juan L, Mas, 2006, 12 May 2017 www.pc.gov.au/research/ The influence of distance and completed/international- prices on the choice of trouist tourism/comments/submissions/ destinations: The moderating submission-counter/sub008- role of motivations, Tourism international-tourism.pdf, Management, Volume 27 (5), Retrieved 10 March 2017 Pages 982-996, Elsevier B.V., http://www.sciencedirect.com/ science/journal/02615177/27/5, Retrieved 7 June 2017
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Tourism Research Australia, 2015, Tourism Research Australia, 2017f, National Visitor Survey December Tourism Satellite Accounts 2015- 2015, Tourism Research Australia, 16 Full Report, Tourism Research Canberra, Retrieved 2 May 2017 Australia, Canberra, Retrieved 3 June 2017 Tourism Research Australia, 2016, Tourism Satellite Accounts 2014- Tourism Western Australia, 2015, 15 Full Report, Tourism Research Tourism Satellite Account Western Australia, Canberra, Retrieved Australia Fact Sheet 2013-14, 5 May 2017 Tourism Western Australia, Perth, Retrieved 10 May 2017 Tourism Research Australia, 2016a, Outbound Tourism Tourism Western Australia, 2016, Statistics, Australian Residents Tourism Satellite Account Western Outbound Trips, Tourism Research Australia Fact Sheet 2014-15, Australia, Canberra, Retrieved Tourism Western Australia, Perth, 8 June 2017 Retrieved 10 March 2017
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Tourism Research Australia, 2017e, International Visitor Survey March 2017 Quarterly Results, Tourism Research Australia, Canberra, Retrieved 26 June 2017
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Appendix A T–o Mapurism of RTourismegions ,Regions Western Australia, 2016 Based on ASGS 2016 edition
Tourism Regions, Western Australia, 2016 Based on ASGS 2016 edition
Kununurra !
Kununurra ! ! Derby Broome ! Halls Creek ! ! Fitzroy Crossing ! Derby Broome ! Halls Creek ! ! Fitzroy Crossing
! Port Hedland Australia's North West ! Karratha Marble Bar !
! Exmouth ! Port Hedland Australia's North West ! Karratha Marble Bar ! Tom Price !
Exmouth ! Newman !
Tom Price !
Australia's Newman ! Carnarvon ! Coral Coast
Australia's Carnarvon Warburton ! Coral Coast ! Meekatharra !
Warburton Australia's Golden Outback ! Meekatharra !
Geraldton ! AuLesotnroaralia's Golden Outback !
Geraldton ! Leonora !
!Moora Kalgoorlie !
Merredin ! Northam ! Eucla! !Moora Kalgoorlie ! Norseman ! Experience Merredin Perth Narrogin ! Northam ! ! Eucla! Bunbury ! Norseman ! ! Experience Esperance Localities ! Margaret River ! Perth Narrogin Australia's! South West Tourism Regions Bunbury ! Albany 0 ! 150 300 ! Esperance Localities ! Margaret River ! Australia's South West Tourism Regions © Commonwealth of Australia, 2016 Kilometres Source: Australian Statistical Geography Standard (ASGS) Edition 2016 Albany 0 150 300 ! Source: ABS, 2016a © Commonwealth of Australia, 2016 Kilometres Source: Australian Statistical Geography Standard (ASGS) Edition 2016
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About FACTBase Copyright About the author FACTBase is a collaborative This paper is the copyright of The research project between University of Western Australia the Committee for Perth and and the Committee for Perth. The University of Western While we encourage its use, it Australia to benchmark the should be referenced as: liveability of Perth and its global connectedness through an Davis, G. (2017) Sizing Tourism in examination of Perth’s economic, Western Australia, FACTBase social, demographic and Bulletin 55, The University of political character. Western Australia and the Committee for Perth, Perth. The FACTBase team of academics and researchers Gemma is a research, policy condense a plethora of existing and strategic planning information and databases on professional with 19 years the major themes, map what is of experience working in happening in Perth in pictures Australia, New Zealand and as well as words, and examine the Republic of Ireland. how Perth compares with, and Gemma is a consultant for connects to, other cities around the Committee for Perth and the world. was recently employed by the Committee as Manager of Research and Strategy. Gemma is currently a Director with Davis Consulting Group in New Zealand and is an Honorary Research Fellow with The University of Western Australia. Gemma has authored major reports for the Committee for Perth including the Get a Move On! project.
Thanks to our members for their enduring contribution to securing a brighter future for the Perth region.
View all of our members at: www.committeeforperth.com.au
Committee for Perth Disclaimer The information contained in this publication is provided for information purposes only and is not intended to address the circumstances of a particular individual or entity. Unless otherwise stated, the information has been drawn from a number of sources current as at the date of this publication. To the extent this publication contains any statement as to a future matter, that statement is provided based on the information available to the Committee as at the date of this publication. The Committee is not under any obligation to update any information contained in this publication. No representation or warranty, express or implied, is made by the Committee as to the completeness, accuracy, reliability, currency or correctness of the information. While the Committee has made all reasonable efforts to ensure the accuracy of the information, to the maximum extent permitted by law, the Committee and any party involved in creating or producing this publication and each of their officers, directors, employees, agents and advisers expressly disclaim any responsibility for the accuracy or completeness of the material in this publication and exclude all liability (however caused, including by negligence) for any loss
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