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Growing Cycling Tourism in Victoria Research Report

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Growing Cycling Tourism in Victoria Research Report Growing Cycling Tourism in Victoria Research Report EY Sweeney: Cori Hodge and Lewis Jones Tourism Victoria: Gail Reutens, Denise Ulbrick and Bronwyn Douglass Tourism Research Australia: Dannielle Green and Justin Marshall Project no. 24681 Date: Monday, 16th November 2015 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 1 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation Contents Background to the research 3 Market structure and dynamics 12 Cycling engagement 14 Cycling experiences 23 Cycling destinations 28 A view of the most recent cycling experience 34 Recent local cyclists and participants 53 Market potential 62 Attitudes towards cycling destinations 65 Attitudes towards Victoria as a cycling destination 74 Cycling events 78 Consideration for future cycling tourism 86 Creating a value proposition 90 Attitudes to cycling 92 Consideration for cycling tourism 95 Encouraging cycling tourism 99 Victoria and cycling tourism 103 Ernst & Young - EY Sweeney is accredited under the International Standard, ISO 20252. Conclusions and recommendations 106 All aspects of this study will be completed in accordance with the requirements of that scheme. Classification and appendices 125 Also please note that Ernst & Young - EY Sweeney’s liability is limited by a scheme approved under professional standards legislation. A copy of the scheme can be obtained from us upon request”. 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 2 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation Background and research agenda 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 3 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation Background to the research In Australia and across the world, domestic and international holiday- makers are becoming increasingly focused on holiday plans that involve Fast Facts experiences that are adventurous and help maintain a fit and healthy lifestyle. A key outcome of this attitudinal and behavioural shift is the growth in cycling tourism. Some background data does exist to highlight the scale of this shifting In order to best prepare Victoria to foster this growing form of tourism, set of behaviours within Victoria… Tourism Victoria delivered Victoria’s Cycle Tourism Action Plan (2011- ► 416,000 domestic overnight visitors to Victoria went cycling on their 2015). The Action Plan evaluated the prevalence of and potential for trip in 2013-14 (increasing 66% from corresponding results in 2007- cycling tourism in the state, and outlined key strategies for growing 08) Victoria’s position as the leading Australian state for cycling tourism. ► 21% of Australians consider Victoria an ideal place for a cycling There are some clear points of difference on offer for those seeking cycling experience tourism experiences in Victoria compared to other states, not the least being the diversity of potential experiences available (including mountain ► The total estimated expenditure for the year ending December 2010 biking, on and off-road trails and road cycling events). The diversity of by domestic overnight, daytrip and international overnight visitors* natural settings on offer (ranging from stunning coastal roadways through that participated in cycling in Victoria is $362 million to diverse mountain and forest trails and everything in between) suggests ► In 2010, approximately 1 million domestic overnight visitors in that Victoria is a premium setting for cycling tourism. Australia participated in cycling during their trip. These visitors spent In conjunction with Tourism Research Australia (TRA), Tourism Victoria over 5.7 million nights in Australia have commissioned research to better understand the opportunity for ► Approximately 141,000 daytrips were undertaken by domestic growing cycling tourism in Victoria. The following report details the findings visitors participating in cycling in Victoria during the year ending of that research. December 2010 Source: Victoria’s Cycle Tourism Action Plan (2011-2015). The Action Plan 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 4 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation Research objectives Specific research objectives 1 Understand levels of engagement Measure awareness and knowledge of cycling 2 experiences in Victoria Understand preferences for different cycling The overall aim of the study: 3 experiences on offer ► To develop insights on the motivators and barriers of cycling tourism, and to better understand the impact of cycling experiences on visitation to regional areas of Understand the impact of cycling tourism on Victoria. 4 travel plans Understand the profiles and behaviours of 5 cycling visitors 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 5 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation Objectives in detail Measure awareness and Understand preferences for Understand levels of knowledge of cycling different cycling experiences on 1 engagement 2 3 experiences in Victoria offer ► Initially exploring engagement in local ► Seeking to gauge awareness of and ► Testing different cycling experiences cycling generally (interest, participation, interest in Victorian cycling available in Victoria in terms of attendance at events etc.), and seeking experiences across the state and awareness, resonance and impact to investigate any links to cycling linkage between experiences/events ► Establish and measure key motivators tourism and particular regions and barriers to engagement in cycling tourism Understand the impact of Understand the profiles and 4 cycling tourism on travel plans 5 behaviours of cycling visitors ► Evaluating cycling tourism behaviours ► Providing TRA and Tourism Victoria to understand how it may encourage with some insights around who may be visitation to specific areas of the state the most fruitful targets for cycling and by specific traveller types tourism by profiling the demographics and psychographics of engaged sub- ► Investigating the potential flow-on groups effects of cycling tourism in Victoria in terms of length of stay, visitor dispersal, type of visit and estimated spend 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 6 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation A review of our approach 1. Orientation and design 2. Quantitative research 3. Analysis and reporting 4. Ongoing consultation Aim: To set the foundation for the Aim: To determine key attitudes and Aim: To provide a comprehensive, Aim: To ensure stakeholders research program to ensure it behaviours in relation to cycling insightful, and easily accessible report understand the research findings and absolutely delivers the insight and tourism in key markets within to help improve regional cycling are able to develop relevant direction required Australia offerings or strategies strategies Approach: Two interrelated Approach: A 15-20 minute online Approach: A number of deliverables Approach: Ensuring open and components… survey of n=2,000 respondents to help understand state of cycling interactive communication between across five key markets… tourism and opportunities for growing the research team and Tourism ► 1.5 hour orientation workshop with cycling tourism in Victoria. These Victoria/TRA including… the Tourism Victoria and TRA ► Victoria deliverables include… team ► A face-to-face presentation of the ► New South Wales ► A comprehensive report on the research findings that visually ► Desk research (incl. review of ► Queensland state of cycling tourism and communicates the key issues Cycling Action Plan) recommendations ► South Australia ► Regular meetings throughout the ► An infographic that visually research process and a draft ► ACT communicates key issues in report to ensure research findings cycling tourism are actionable and comprehensible 24681 – Growing Cycling Tourism in Victoria – Report – September 2015 Page 7 © 2015 Ernst & Young – EY Sweeney. All Rights Reserved. Liability limited by a scheme approved under Professional Standards Legislation Quantitative methodology The study involved the conduct of 2,000, 15-20 minute online interviews conducted between 25th March and 8th April 2015. Respondent Sample Structure To be eligible for participation, all respondents were… No. of 1Max Interviews Weighted Margins of ► Aged 18-69 (unweighted) % Error # +/- ► Located in one of the following states/territories; New South Wales, Victoria, Queensland, Australian Capital Territory, and Total 2000 100 2.2% South Australia The final achieved sample structure is shown opposite. Male 1001 46 3.1 Sample for the survey was drawn from online panels provided by Gender Female 999 54 3.1 Lightspeed Research. Sample was selected randomly, with quotas employed on the completed interviews to ensure adequate 18-34 631 33 3.9 coverage of age, gender and location broadly in line with the 2013 ABS Census. Age 35-54 718 41 3.7 Data was weighted to the 2013 ABS Census for gender, age and 55-69 651 25 3.8 location to ensure that it was
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