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Albury Wodonga VISITOR ECONOMY TRENDS 2017 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 1

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Albury Wodonga VISITOR ECONOMY TRENDS 2017 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 1 Albury Wodonga VISITOR ECONOMY TRENDS 2017 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 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. 2017 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. Albury Wodonga destination brand 5 Domestic overnight visitors – origin 14 Domestic overnight visitors – duration of visit 15 5. Major tourism events in 2017 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 24 Albury and Wodonga Visitor Information Centres – enquiries 25 Albury and Wodonga Visitor Information Centres – social media followers 26 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 2 1. Purpose of report Albury Wodonga’s social, cultural and economic vigour is substantially enhanced by the local tourism industry. The tourism marketplace is increasingly competitive as regional destinations endeavour to capture a greater market share. This report presents key statistics and information about the number and type of visitors to Albury Wodonga in the 2017 calendar year. More specifically, data is provided on domestic day visitors, domestic overnight visitors and international visitors to Albury Wodonga. The report also benchmarks Albury Wodonga’s performance against other regional destinations and measures the social media engagement and visitor enquiries recorded through both councils. Data is provided by Tourism Research Australia (TRA), a branch within the Tourism Division of Austrade. TRA provides statistics, research and analysis to support industry development, policy development and marketing for the Australian tourism industry. Data has also been sourced from REMPLAN, an independent agency that provides economic and employment industry data. This publication will be used to provide information to businesses, investors and the community to outline the current tourism capacity in Albury Wodonga. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 3 visitALBURYWODONGA Domestic overnight visitor website engagement up by 2017 trips increased by 123% in 2017. Summary $814 million 23,000 A total of 151,243 in 2017. into the Albury Wodonga economy people visited the from tourism - up by $72 million in website. 2017. The number of 791,000 $ international overnight visitor nights increased by Albury Wodonga events attracted more than Serviced 21 % 182,085 193,000 visitor groups and individual representative of 206,293 interna- day visitors visited enquiries through various tional overnight visitor nights - an Albury Wodonga people in 2017 and generated an mediums. increase of 35,805 in 2017. during 2017. estimated $68.54 million. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 4 3. Albury Wodonga location Albury Wodonga is strategically located on one of Australia’s main transport and communication corridors between Sydney and Melbourne and acts as a gateway to Victoria’s High Country and the Murray region, two of Australia’s most diverse regions. Combined, the two cities form Australia’s 20th largest city with a population of 92,009 people. Albury Wodonga services a broader regional catchment of approximately 180,000 people. The cities are surrounded by award-winning wineries, historic townships, expansive lakes, Alpine areas, gourmet food and significant cultural sites, making it the perfect visitor destination. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 5 4. Albury Wodonga destination brand Albury Wodonga is a place of surprising contrasts. It’s where the great outdoors meets urban culture. It features proud heritage and fresh sophistication, side by side. Defined for so long by its duality – a meeting place of two cities and two states across the iconic Murray River – Albury Wodonga embraces its remarkably diverse offering to deliver The Great The Great something truly unique in the region. Outdoors Indoors Connected Sophisticated Cities Country ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 6 5. Major tourism events in 2017 Tourism plays a significant role to the economy Event Economic Event Economic of AlburyCity and Wodonga Council. Events impact ($M) impact ($M) attract year round visitors and complement the exisiting services already on offer around Australian Country Junior $5.7 Albury Wodonga Eisteddfod $1.6 the region. Basketball Cup CFA Games $1.6 In 2017, AlburyCity and Wodonga Council Australian Dragon Boat $5.2 conducted, sponsored and facilitated a number Championships of events in both cities, which attracted a Border RV Expo $1.6 Midnight Oil Concert $4.1 combined total of 193,230 people. Of these participants, 86,481 were day or overnight Dinosaur Revolution $1.5 Albury Gold Cup $4.0 visitors. Exhibition The resultant economic impact is measured at Australian Polocrosse $3.8 Wodonga Gold Cup $1.0 $68.54 million. (Source: REMPLAN economic Championships modelling software. Murray Valley Kennel Club $0.98 Chryslers on the Murray $3.0 Shows In addition to the major tourism events listed, 2017 saw other great events, including the Wodonga Junior Invitational $2.7 Margaret Court Cup Tennis Tournament, the Basketball North East Food and Wine Festival and the Sail Country Regatta. National U14 Boys Waterpolo $1.8 Championships ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 7 6. Economic benefit of tourism Visitor Average daily Visitor numbers expenditure impact Domestic day visitors 791,000 $169 $133,679,000 Domestic overnight visitor nights 1,587,000 $177 $280,899,000 The economic impact of tourism increased by $72 206,293 $65 $13,409,045 International visitor nights million in 2017. Total direct impact $427,987,045 Total indirect impact $386,709,000 Total tourism impact $814,696,045 The economic impact of tourism was determined using visitor data from Tourism Research Australia and analysed through REMPLAN economic modelling software. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 8 7. Results Domestic day trip visitors 1200 1,146 – all purposes 2017 1,010 1000 898 802 791 800 755 In 2017, Albury Wodonga recorded 791,000 Domestic Day visitor trips. 600 Number of trips (000s) 400 200 2012 2013 2014 2015 2016 2017 0 Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 9 Domestic day visitor trips – by purpose (2014 to 2017) Holiday or leisure is one of the primary 31% purposes for visiting Albury Wodonga. 34% 13% 22% Holiday or leisure Visiting friends or relatives Business Other Data is based on a four year average from 2014 to 2017. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 10 Domestic overnight visitor trips – all purposes 2017 660 651 644 628 620 611 There were 651,000 domestic overnight visitors to Albury Wodonga in 2017, representing aN UPWARD TREND of visitation to the border since 2015. 580 563 Number of trips (000s) 540 540 2012 2013 2014 2015 2016 2017 500 Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 11 Domestic overnight visitor trips – by purpose (2014 to 2017) 17% 39% of overnight 27% visitors to Albury Wodonga are visiting 39% friends or relatives. 17% 39% 27% travelled for holiday or leisure 27% Holiday or leisure purposes. Visiting friends or relatives Business Data is based on a four year average from 2014 to 2017. Other ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 12 Domestic visitor nights – all purposes 2017 1800 3.2 1,537 1,587 1600 1,465 1,477 2.8 1,335 2.8 1400 1,299 2.4 In 2017, the number 1200 2.4 2.4 2.4 2.4 of Domestic visitor 2.0 Nights GREW BY 110,000, 2.0 REPRESENTING AN 1000 INCREASE OF 7.5 PER CENT 1.6 COMPARED TO 2015 AND Nights (000s) 2016. 800 1.2 600 length of stays (nights) Average 0.8 400 0.4 200 2012 2013 2014 2015 2016 2017 0 0.0 Data from 2014 onwards excludes the Albury region SA2 location given it extends beyond the Albury and Wodonga Local Government Areas. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 13 Domestic overnight visitor trips – by season (2014 to 2017) 25% 25% Visitation to Albury Wodonga is relatively consistent each quarter. 24% 26% January - March April - June July - September Data is based on a four year average from 2014 to 2017. October - December ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 14 Domestic overnight visitors – origin 2017 14% Domestic overnight visitors primarily 33% originated from Melbourne and other regions in VICTORIA. 19% 15% 20% Melbourne Victoria other Sydney NSW - other Other states ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 15 Domestic overnight visitors – duration of visit (2014 to 2017) On average, between 2014 and 2017, 45% 27% of domestic overnight visitors stay in Albury 45% Wodonga for one 45% night. 28% 1 night 2 nights Data is based on a four year average from 2014 to 2017. 3 nights+ ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 16 Domestic overnight visitors – age profile (2014 to 2017) 8% 39% Over the last 4 years, 39% of domestic 33% overnight visitors 39% were aged 55 years and over. 20% 15 - 24 years 25 - 44 years 45 - 54 years Data is based on a four year average from 2014 to 2017. 55 years and over ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 17 Domestic overnight visitors – travel party (2014 to 2017) People travelling alone are the most common visitors to 33% Albury Wodonga.
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