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Albury Wodonga VISITOR ECONOMY TRENDS 2019 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 1

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Albury Wodonga VISITOR ECONOMY TRENDS 2019 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 1 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 1 Albury Wodonga VISITOR ECONOMY TRENDS 2019 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 1 Contents 7. Results 8 8. Appendix 27 Domestic day visitor trips – all purposes 8 Appendix A – Data details 27 1. Purpose of report 2 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 2. 2019 summary 3 Domestic overnight visitor trips – by purpose 11 Domestic visitor nights – all purposes 12 3. Albury Wodonga location 4 Domestic overnight visitor trips – by season 13 4. Welcome to Albury Wodonga 5 Domestic overnight visitors – origin 14 Domestic overnight visitors – duration of visit 15 5. Major tourism events in 2019 6 Domestic overnight visitors – age profile 16 6. Economic benefit of tourism 7 Domestic overnight visitors – travel party 17 Domestic overnight visitors – accommodation 18 Domestic overnight visitors – top activities 19 Domestic overnight visitors – transport used 20 Domestic overnight visitor trips – all purposes – top 15 regional Victorian and NSW regions 21 Domestic overnight visitor trips – all purposes – Albury Wodonga and surrounding areas 22 International visitor trips – all purposes – Albury Wodonga 23 International overnight visitor – nights – all purposes - Albury Wodonga 24 Albury Visitor Information Centre – enquiries 25 Visit Albury Wodonga social media followers 26 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 2 1. Purpose of report Albury Wodonga’s tourism industry plays a significant role in the development of our area’s social, cultural and economic success. The tourism marketplace is increasingly competitive as regional destinations endeavour to capture a greater market share. It is now more important than ever to reflect on key motivators for visitation to our area, experiences that resonate with travellers and how best to grow local tourism for the benefit of our community. This report presents key statistics identifying visitor types and numbers, duration of their stay, their interaction with digital and social media, and visitor enquiries through the Albury Visitor Information Centre. Provision of up-to-date information to our tourism stakeholders regarding current tourism capacity and industry trends will assist them with planning and investment. Data has been sourced from Austrade’s Tourism Research Australia (TRA), a body which provides statistics, research and analysis, policy development and marketing for the Australian tourism industry. Information from REMPLAN, an independent agency providing economic and employment industry data, has also been sourced and is included in this report. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 3 Albury Wodonga events attracted 830,000 Overnight visitors 289,500* people $ stayed in IN and generated Tourism Albury Wodonga 2019 $53 million* attributed over $1 billion to the local economy an An increase of 30.7% increase of 23.9% from 2018 *Approximate figure Visit Albury Wodonga 1n 2019 the number of Facebook and Instagram Albury Wodonga domestic visitor nights followers increased by welcomed increased by The Visit AlburyWodonga over 30% team serviced 26,580 from 2018 37% international visitors 187,877 An increase of 15.75% visitor groups and individual enquiries through various mediums ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 4 3. Albury Wodonga location Albury Wodonga is well placed, located on Australia’s main transport and communication corridor linking Sydney, Canberra and Melbourne. Not only is at an important road, rail and air hub, it acts as a gateway to Victoria’s High Country and the Murray River region. Surrounded by heritage rich locations, award winning wineries, significant cultural sites, unique environments, and serviced by impressive sport and entertainment venues, the twin cities make an ideal holiday, business or overnight destination. Albury Wodonga’s population has grown at a consistent rate with positive future growth forecasted. Lifestyle and real estate affordability continue to attract newcomers to this regional growth area. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 5 4. Welcome to Albury Wodonga Two cities. Two states. One very special destination. Home to the winding Murray River and its waterways, Lake Hume (six times larger than Sydney Harbour) an array of food, cultural icons, contemporary museums, linkages to our migrant history, our indigenous people and secret resting spots around every corner! Albury Wodonga is an escape that’s a world away from everyday life. It’s a place that reminds you to slow down and to savour the little things. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 6 5. Major tourism events in 2019 The benefits of tourism to the Albury and Event Economic impact ($M) Wodonga economies cannot be underestimated. Both councils support a yearly calendar of events Aust Country Junior Basketball Cup $5.2 encouraging visitors to experience the cities and beyond, into the local region. Chryslers on the Murray $3.5 In 2019, AlburyCity and Wodonga Council Victorian State Soccer Championships $3.5 conducted, sponsored or facilitated events across both cities, which attracted an estimated NSW CWA Conference $2.2 289,500 people. Wodonga Junior Invitational Basketball $1.8 The resultant economic impact of council Australian Jazz Convention $1.8 supported events is measured at approximately $53 million. Albury Gold Cup $1.7 (Source: REMPLAN economic modelling software.) Over 70’s Cricket Championships $1.4 In addition to the major tourism events listed, Red Hot Summer Tour $1.3 2019 saw other great events including the NSW Classic Polocrosse, NSW Bradman Kookaburra Australian Eight Ball Nationals $1.3 Cup, Sail Country Regatta, Professional Bull Riders, North East Food and Wine Festival, Border RV Expo $1.2 Jaguar National Rally and Wodonga Rugby League Masters. AFL Zone $1.2 Wodonga Gold Cup $1.1 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 7 6. Economic benefit of tourism Average daily Visitor Visitors expenditure impact Domestic day visitors 983,000 $171 $168,093,000 Domestic overnight visitor nights 2,007,000 $174 $349,218,000 International visitor nights 221,748 $58 $12,861,384 The economic impact of tourism WAS over Total direct impact $530,172,384 $1 BILLion in 2019, an increase of 23.9% from 2018. Total indirect impact $476,136,000 Total tourism impact $1,006,308,384 The economic impact of tourism was determined using visitor data from Tourism Research Australia and analysed through REMPLAN economic modelling software. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 8 7. Results Domestic day trip visitors 1200 – all purposes 2019 1,065 1,010 983 1000 898 791 800 755 In 2019, Albury Wodonga recorded 983,000 Domestic Day visitor trips. 600 Number of trips (000s) 400 200 2014 2015 2016 2017 2018 2019 0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 9 Domestic day visitor trips – by purpose (2016 to 2019) 29% Holiday or leisure is the primary 39% purpose for visiting Albury Wodonga. 13% 19% Holiday or leisure Visiting friends and relatives Business Other Data is based on a four-year average from 2016 to 2019. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 10 Domestic overnight visitor trips – all purposes 2019 860 830 820 780 There were 830,000 domestic overnight 740 visitors to Albury Wodonga in 2019, representing a 30.7% 700 increase from 2018. 651 660 644 635 628 620 611 Number of trips (000s) 580 540 2014 2015 2016 2017 2018 2019 500 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 11 Domestic overnight visitor trips – by purpose 42% of 12% overnight visitors to Albury Wodonga are 42% visiting friends or relatives. 20% 42% 26% travelled for holiday or leisure 26% purposes. 26% Visiting friends and relatives Holiday or leisure Business Other ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 12 Domestic visitor nights – all purposes 2019 2.8 2500 2.4 2.4 2,007 2.4 2.4 2.4 2000 2.3 2.0 2.0 1,587 1,465 1,477 1,462 1500 1.6 In 2019, the number of 1,299 domestic visitor nights INCreased by 37%. Nights (000s) 1.2 1000 Average length of stays (nights) Average 0.8 500 0.4 2014 2015 2016 2017 2018 2019 0 0.0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 13 Domestic overnight visitor trips – by season 27% 21% Visitation to Albury Wodonga WAS evenly spread over the four seasons. 23% 29% January - March April - June July - September October - December ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 14 Domestic overnight visitors – origin 2019 15% Domestic overnight visitors primarily originated from Melbourne. regions 33% in NSW (OTHER THAN SYDNEY) WAS THE SECONDARY ORIGIN. 16% 16% 20% Melbourne NSW other Victoria other Sydney Other states* *Data from other states based on four year average. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 15 Domestic overnight visitors – duration of visit During 2019, domestic overnight visitors stayed an average 47% of 2.4 nights 29% in Albury Wodonga. 47% 24% 1 night 2 nights 3 nights+ ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 16 Domestic overnight visitors – age profile (2016 to 2019) Over the past four 12% years, 36% of domestic overnight visitors were 36% aged 55 years 36% and over. 32% 20% 15 - 24 years 25 - 44 years 45 - 54 years 55 years and over Data is based on a four-year average from 2016 to 2019. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 17 Domestic overnight visitors – travel party (2016 to 2019) People travelling alone 10% combined with adult couples account for 64% 64% of all 32% overnight visitors. 26% 32% Travelling alone Adult couple Family groups Other Data is based on a four-year average from 2016 to 2019. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 18 Domestic overnight visitors – accommodation 1.0% Commercial property is the most popular type of accommodation used by 55.7% domestic overnight visitors. 43.3% 55.7% Commercial property Private accommodation Other Recent changes to tourist accommodation profile data collection are outlined in the appendix. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 19 Domestic overnight visitors – top activities Dining out at restaurants and cafes 16% is the most 20% 20% popular activity.
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