Albury 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 and acts as a gateway to ’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. 32% 33%

31% Followed closely by 4% Travelling alone adult couples. 31% Adult couple Family groups Other

Data is based on a four year average from 2014 to 2017. ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 18

Domestic overnight visitors – accommodation (2014 to 2017) 1%

Commercial property is the most popular type of accommodation 54% used by domestic overnight visitors. 44% 54%

Followed by private accommodation. 44%

Commercial property Private accommodation

Data is based on a four year average from 2014 to 2017. Other Recent changes to tourist accommodation profile data collection is outlined in section 8. Appendix ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 19

Domestic overnight visitors – top activities (2014 to 2017)

11% Dining out at restaurants and cafes is equally as 6% 21% popular as general 21% sightseeing. 9% 7% 17% Dining out Visit friends or relatives General sightseeing 21% 21% 9% Pubs, clubs, discos etc General sightseeing Outdoor and nature Leisure shopping Other social activities Data is based on a four year average from 2014 to 2017. Other ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 20

Domestic overnight visitors – transport used (2014 to 2017)

15%

On average, most domestic overnight visitors drove independently to Albury Wodonga 85% between 2014 and 2017. 85%

Self drive Data is based on a four year average from 2014 to 2017. Other ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 21

Domestic overnight visitor trips North Coast NSW South Coast – all purposes – top 15 regional 5000

Victorian and NSW regions 2017 Hunter 4500 Western

4000 Central NSW WHEN RANKED AMONG

4,213 The Murray and OTHER VICTORIAn AND NSW 3500 Murray East REGIONS, The Murray and Murray East region (of Grampians which Albury Wodonga 3000 forms a part) is the 6TH Capital Country most visited region for domestic overnight 2500 6th Peninsula 3,066 visitations, moving up 2,746 from 11th in 2016. trips (000s) Visitor High Country 2000 and Alps

New England 1500 North East

2,061 1000 2,040 Gippsland 1,790 1,697 1,463 1,342

500 1,293 1,166 1,280

819 Snowy Mountain 761 793

Lakes 0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 22

Domestic overnight visitor trips

– all purposes – Albury Wodonga Albury & Wodonga 700 and surrounding areas 2017 1st Bright & Mount Beauty 651 600 Wagga Wagga 578 Echuca

500 Albury Wodonga combined Wangaratta & region has the highest level of domestic overnight Yarrawonga visitation when compared 400 to surrounding Statistical 398 Beechworth Area Level 2 (SA2) locations. 363 Deniliquin 300 Visitor trips (000s) Visitor Benalla

200 Gundagai 173 Towong 140 100 106 100 98 Rutherglen 62 56 42 30 Myrtleford 0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 23

International visitor trips – all purposes – Albury Wodonga 2017 22000

19,719 19,886 20000 19,535

18000

A total of 19,886 international visitors were recorded in 2017. 16000

Trips (000s) Trips 15,018 15,043

14000

12000

2013 2014 2015 2016 2017 10000 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 24

International overnight visitor – nights – all purposes 2017 300000 17.1 18

16

250000 11.6 14 10.4 257,869 interNATIONAL visItor nights increased by 35,805 200000 8.6 12 IN 2017, with visitors staying an average of 10.4 10 nights per trip. 150000 226,979 206,293 5.8 170,488 8 N umber of nights

100000 6 88,416 4

50000

2

2013 2014 2015 2016 2017 0 0 ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 25

Albury and Wodonga Visitor Information Centres 1,153 - enquiries 2017 3,328

26,361

Visitor enquiries totalled 182,085 in 2017, with website visitation being the most popular medium, followed by walk-ins.

151,243

Website Walk-in Phone 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. Email ALBURYWODONGA VISITOR ECONOMY TRENDS 2017 26

Visit Albury Wodonga – social media followers 2017 2500

2000

INSTAGRAM IS the most followed platform for social media, FOLLOWED 1500 BY FACEBOOK. iNSTAGRAM FOLLOWERS HAVE

INCREASED BY 38.4% OR 686 Followers followers SINCE 2016. 1000

500

Twitter Facebook Instagram 0 2014 2015 2016 2017 ALBURYWODONGA VISITOR ECONOMY TRENDS 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, will be should be taken when comparing year ending 2015 survey results undertaking a national accommodation survey through the Australian with those from previous years. These changes represent a break in Accommodation Monitor (AAM). The first AAM report (2016/2017 the time series. data) will be published August 2018. ALBURYWODONGA VISITOR ECONOMY TRENDS 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 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 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 economic development team at Wodonga Council (02) 6022 9300 or the tourism team at AlburyCity (02) 6023 8111.

Albury Visitor Information Centre Wodonga Visitor Information Smart Terminals Railway Place, Cnr Smollett and Young Sts Wodonga Plaza, Wodonga Railway Station, Albury NSW 2640 Wodonga Library and Junction Sqaure T 1300 252 879 T (02) 6022 9222 [email protected] [email protected]