ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 1 Albury 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 . Not only is at an important road, rail and air hub, it acts as a gateway to ’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. 7%

Visiting friends 6% 15% and family, general sightseeing / tourist Eat out at restaurants/cafés attractions and General sightseeing/ outdoor / nature / 9% sports are equally tourist attractions attractive activities Visit friends and relatives for overnight 14% 14% visitors. Outdoor/nature/sports Pubs clubs discos etc Arts/heritage Go shopping Other ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 20

Domestic overnight visitors – transport used (2016 to 2019)

On average, 7% most domestic overnight 6% visitors drove independently 87% to Albury Wodonga between 2016 and 2019.

87%

Self drive Aircraft Other

Data is based on a four-year average from 2016 to 2019. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 21

Domestic overnight visitor trips North Coast NSW – all purposes – top 15 regional Hunter Victorian and NSW regions 2019 7000 South Coast

Central NSW 6000 WHEN RANKED AMONG Great Ocean Road 6,402 OTHER VICTORIAn AND NSW

REGIONS, The Murray and Peninsula Murray East region (of 5000 High Country which Albury Wodonga forms a part) is the 13TH Central Coast most visited region for 4000

domestic overnight 4,621 4,536 New England visitations. North West Visitor trips (000s) Visitor

3000 Capital Country 13th and the Bellarine 2,831

2000 2,776 Gippsland 2,075 2,085

1,939 The Murray 1,744

1000 1,734 1,669

1,436 Blue Mountains 1,361 1,318 1,316

Bendigo Lodden 0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 22

Domestic overnight visitor trips Albury Wodonga

– all purposes – Albury Wodonga Bright and Mount Beauty and surrounding areas 2019 900 1st Wagga Wagga 819 800 Echuca

Yarrawonga 700

Albury Wodonga 651 Beechworth combined has the 600 highest level of 573 Wangaratta & region domestic overnight visitation when 500 Deniliquin compared to surrounding locations. Towong 400 405 Visitor trips (000s) Visitor Gundagai 300 Benalla

200 206 Rutherglen 184 179 Myrtleford 100 107 106 102 99 34 30 0

A five year average was used for Benalla, Rutherglen and Myrtleford. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 23

International visitor trips – all purposes – Albury Wodonga 28000 2019 26,580

26000

24000 22,964

22000 A total of 26,580 international visitors 19,719 19,886 were recorded in 2019. 20000 an increase of 15.75% from 2018. Trips (000s) Trips 18000

16000 15,043

14000

12000

2015 2016 2017 2018 2019 10000 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 24

International overnight visitor – nights – all purposes - Albury 17.1 Wodonga 2019 300000 18

16

250000 257,869 14

200000 10.4 10.4 12 There were 221,748 8.6 International Visitor 8.3 nights, averaging 10 8.3 nights per trip 206,293 150000 238,885 during 2019. 170,488 221,748 8 Number of nights

100000 6 Average length of stay (nights) Average

4

50000

2

2015 2016 2017 2018 2019 0 0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 25

Albury Wodonga visitor 2,703 enquiries - 2019 222 15,303

Visitor enquiries totalled 188,643 in 2019, with website visitation being the most popular medium, followed by walk-ins to the Albury Visitor Information Centre.

170,415

Website Walk-in Phone Email

Wodonga’s Visitor Information Centre closed in October 2017. Four smart terminals were installed at Junction Square, Wodonga Railway Station, Wodonga Plaza and the Wodonga Library. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 26

Visit Albury Wodonga – social media followers 2019 5000

4,477 4500 4,141

Facebook is the most 4000 followed platform for social media, 3,424 3500 increasing by 30.75% 3,143 from 2018. Instagram is the second most 3000 followed platform 2,466 and increased by 2,414 2,468 2,407 2500 2,333

31.7% from 2018. Followers 2,091 1,871 2000 1,782

1500

1000 Twitter 500 Facebook Instagram 0 2016 2017 2018 2019 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 27

8. Appendix 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 Appendix A – Data details 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. Where does the data come from? over the age of 15 in the departure lounges of Sydney, Melbourne, Due to this variability, figures should never be interpreted literally. Where does the data come from? Brisbane, Cairns, Perth, Adelaide, Darwin and Gold Coast airports. In order to determine the degree of variability, every piece of data The base sources of the data presented in this report are the: The data collection is based on a proportionate stratified sample by within the National Visitor Survey and International Visitor Survey • National Visitor Survey; selecting specific flights in order to achieve acceptable sample sizes has a confidence interval estimate associated with it. This represents • International Visitor Survey; in various categories. the maximum and minimum values within which 95 per cent of all • Destination Visitor Survey Program; and, possible samples should actually fall. Users of the data are advised to • Australian Bureau of Statistics (ABS). 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’, National Visitor Survey • The Visitor Profile and Satisfaction (VPS) Program which provides The National Visitor Survey is Australia’s primary measure of benchmarked visitor profile and satisfaction data at the tourism domestic tourism activity with an annual sample of 120,000. region level, Eligibility includes any Australian resident who is 15 years of age • The Strategic Regional Research (SRR) Program which is based on or more, and has lived in their current residence for at least three broader strategic regional issues. months. Respondents are interviewed using random digit dialling and must not have been away from home continuously for more than 364 Australian Bureau of Statistics days. The survey is conducted by Tourism Research Australia, which Room occupancy statistics are derived from ABS data releases is a department of Tourism Australia. Tourist Accommodation, Small Area Data, Australia.

NB – Due to changes to the National Visitor Survey (NVS) Tourist Accommodation Data methodology (to include mobile phone interviewing and new ABS Survey of Tourist Accommodation ceased collecting estimated resident population projections from January 2015), care accommodation data in June 2016. Instead, Federal Tourism should be taken when comparing year ending 2015 survey results undertakes a national accommodation survey through the Australian with those from previous years. These changes represent a break in Accommodation Monitor (AAM). the time series. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 28

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 Confidence intervals for International Visitor Survey estimates at the this number ie. in the range of 85,300 to 114,700. if the entire Australian population was interviewed. 95 per cent level Confidence intervals for National Visitor Survey estimates at the 95 per cent level Estimate Visits Nights Expenditure ‘000 Percent Estimate Overnight visitors Visitor nights Overnight expenditure Day visitors Day visitor expenditure Overseas trips 2 >50 >100 >100 ‘000 Percent 5 >50 >100 >100 20 >50 >100 >100 >100 >100 >100 10 43.7 >100 >100 50 >50 >100 >100 >50 >100 >100 20 31.5 >100 >100 80 41.5 >100 >100 >50 >100 >100 50 20.4 >100 >100 100 37.5 >50 >100 >50 >100 >100 100 14.7 >100 >100 200 27.4 >50 >100 42.7 >100 >50 200 10.6 >100 >100 300 22.8 >50 >100 35.7 >100 >50 500 6.9 >50 >100 500 18.1 48.3 >100 28.5 >100 >50 1 000 4.9 46.0 >100 1 000 18.2 35.8 >100 21.0 >100 >50 2 000 3.6 32.1 >100 2 000 9.7 26.6 >100 15.4 >100 43.6 5 000 2.3 20.0 >100 3 000 8.1 22.3 >100 12.9 >100 38.2 10 000 1.7 14.0 >50 5 000 6.4 17.9 >100 10.3 >50 32.3 20 000 9.7 >50 7 000 5.5 15.5 >100 8.9 >50 29.0 50 000 6.1 45.7 10 000 4.7 13.3 >50 7.6 >50 100 000 4.2 33.5 20 000 3.4 9.8 >50 5.6 >50 200 000 3.0 24.5 30 000 2.8 8.3 >50 4.7 44.3 500 000 1.8 16.2 50 000 2.3 6.6 49.4 3.7 37.1 1 000 000 11.9 70 000 1.9 5.7 43.6 3.2 32.7 2 000 000 8.7 100 000 4.9 38.2 2.7 28.7 5 000 000 5.8 200 000 3.6 29.6 2.0 22.2 10 000 000 4.2 500 000 21.1 15.8 ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 29

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. survey a figure within the range 7 million, plus or minus 5.5 per cent 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. 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. Tourism regions particular location. Are formed predominantly by the aggregation of ABS statistical area Holiday/leisure visitors two areas (SA2). Business visitors Visitors whose primary reason for travelling is having a holiday. Visitors who nominate business as their primary reason for Holiday/leisure travel in the National Visitor Survey comprises Visiting friends or relatives travelling. Business travel comprises business, work travel for holidays, travel for leisure, relaxation and just getting away, Visitors who nominate visiting friends or relatives as their main transport crews, attendance at conferences, conventions, exhibitions, entertainment, sport (both participation and as a spectator) and reason for travelling. Visiting friends and relatives also includes trade fairs, seminars, incentive group meetings, marketing events, shopping. The International Visitor Survey includes additional travel to attend a friend’s or relative’s wedding or travel to attend a and training and research related to employment. categories for accompanying a business traveller, working holiday, funeral. honeymoon, to experience Australia’s food, wine or wineries, to experience Aboriginal culture or to attend an organised sporting event. ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 30

Visitors Travellers who stay for one or more nights in a location while travelling (domestic overnight visitors and international visitors) or spend at least four hours on a round trip more than 50 kilometres away from home (domestic day visitors).

Enquiries All enquiries about this report should be directed to the Tourism Team Leader at AlburyCity (02) 6023 8262 or Wodonga Council (02) 6022 9300.

ALBURYWODONGA VISITOR ECONOMY TRENDS 2019 31

Albury Visitor Information Centre Wodonga Council Visitor Information Terminals Railway Place, Cnr Smollett and Young Sts Wodonga Plaza, Wodonga Railway Station, Albury NSW 2640 Wodonga Library and Junction Square T 1300 252 879 T (02) 6022 9300 [email protected] [email protected]