Food I Am, Wagga Wagga Woomargama National Park Junction, Moama THE VALUE OF Ulupna Island, Murray River TOURISM TO THE RIVERINA MURRAY 2019 Each day tourism generates over $4.8M for the region’s economy and supports employment for 6.1% of the entire labour force. The Value of Tourism report is based on data captured between January and December 2019. The report provides a benchmark that shows how Hillview Farmstay, Mount Adrah valuable tourism is to the region when measured at its strongest point prior to both bushfires and COVID. Yarrawonga Mulwala Golf Club Resort Based on Tourism Research Australia – International & National Visitor Surveys SugarGlendale Pine Citrus Walk, & Lau Hazelnutrel Hill Orchard, Narrandera FairviMurrayew Off River Grid Paddlesteamers Camping,Temora Zecca Handmade Italian, Griffith All image credits: Destination NSW Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 Tourism delivers 6.1% of our jobs, supports 2,976 businesses and directly delivers 3.4% of our region’s Gross Value Add (GVA) which has grown every year since 2010/11 at an average 3.6.% pa. The NSW Visitor Economy (3.0% direct share of Tourism in NSW is the 2nd largest NSW industry in state GVA) is worth more than Agriculture, terms of exports of merchandise and services (behind Forestry and Fishing combined (1.6% share of Mining and ahead of Manufacturing). state total) and scores just below Mining (3.3% share of state total) in contribution to NSW. 1. Mining ($25.8 billion) 2. Tourism ($21.6 billion) 3. Manufacturing ($13.4 billion) Supporting our local economy, Tourism supplies 6.1% of the region’s employment including 9,147 persons who are directly employed and a further 3,521 who are indirectly employed. There are 2,976 tourism related businesses in Riverina Murray around 8% of all Regional NSW Tourism businesses. Economically, tourism businesses directly deliver $520 million of the (3.4% of region’s GVA – over 80% of which is delivered by our Accommodation, Food Service, Retail, Transport and Education establishments. According to the Deloitte 2015-2020 Tourism Labour Force survey, over 78% of tourism job vacancies are filled by local residents of the area where the business is located. It is estimated that NSW has a 10% vacancy rate in tourism jobs. Riverina Murray DN has 200 accommodation establishments with a room stock of more than 6,300 (for establishments with ten rooms or more). Domestic direct inbound seats and flights have increased in 2019 with a total of 10,683 flights (+3.8% yoy) delivering 469,968 seats (+2.3% yoy). Note: Gross Value Added (GVA), Tourism Jobs and Businesses data are only available by tourism region. GVA was estimated based on visitor expenditure share while Tourism Jobs and Businesses were estimated based on visitor number share of the tourism regions within each DN in 2019. Sources: Tourism Research Australia, State Tourism Satellite Accounts, 2018-19; Official Airline Guide OAG 2019, STR Tourist Accommodation 2019; Department of Foreign Affairs and Trade, Australia’s Trade by State and Territory 2018-19 2 Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 Riverina Murray DN is the top ranked DN in NSW in terms of growth in International visitors in the past year! In terms of what is consumed by Tourism, Riverina Murray DN represents about 4% of the state’s Total Tourism Consumption. This is mostly delivered by Intrastate tourism to the Region. Riverina Murray has a substantial Domestic tourism market. Visitation to Riverina Murray DN has grown over 30% since 2016 in terms of visitor expenditure value. Share of Visitors Share of Expenditure Top Origin YE Dec 2018 YE Dec 2019 YE Dec 2018 YE Dec 2019 United Kingdom 15.1% 15.6% 9.7% 8.9% New Zealand 16.5% 13.5% 11.2% 8.3% Sources: Tourism Research Australia, International & National Visitor Surveys Note: Items with an asterisk * are available but not statistically reliable 3 Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 Note: Purpose of visit shares provided only when statistically reliable Source: Tourism Research Australia, International & National Visitor Surveys 4 Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 Events deliver visitors, visitor nights and visitor spend into Riverina Murray DN International and Domestic daytrip event visitor data in Riverina Murray DN are available but not statistically reliable. Source: Tourism Research Australia, National Visitor Survey Photo Credit: Destination NSW, Deniliquin Ute Muster, Southern 80, Rewind in the Vines, Griffith Spring Fest, Gears and Beers Festival, 5 Pericoota Pop and Pour Festival, Riverboats Music Festival, Lost Lanes. Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 What experiences drive visitors to come to your destination? Note: Activities of International visitors were undertaken in Australia, not necessarily in NSW Attend an organised sporting event 10% 3% * Attend festivals / fairs or cultural events 14% 4% * Attend movies/cinema 20% * * Attend theatre, concerts or other performing arts 10% * * Birdwatching 15% * * Bushwalking / rainforest walks 35% 7% * Charter boat / cruise / ferry 23% * n/a Cycling 11% * * Eat out / dine at a restaurant and/or cafe 91% 56% 45% Exercise, gym or swimming n/a 8% * Experience aboriginal art / craft and cultural displays 15% * n/a Fishing * 5% * Go on a daytrip to another place n/a 3% n/a Go on guided tours or excursions 16% * * Go shopping for pleasure 69% 12% 24% Go to markets 41% 4% * Go to the beach 57% * * Go whale or dolphin watching 10% * n/a Other outdoor activities nfd 12% 4% * Picnics or BBQs n/a 4% * Play other sports 8% 3% * Pubs, clubs, discos etc 50% 29% * Sightseeing/looking around 71% 19% 10% Snorkelling 7% n/a n/a Surfing 8% n/a n/a Tourist trains 12% n/a n/a Visit a reef 7% n/a n/a Visit art / craft workshops / studios 13% * n/a Visit botanical or other public gardens 45% 4% * Visit casinos 12% n/a n/a Visit farms 19% * * Visit friends & relatives n/a 37% 26% Visit history / heritage buildings, sites or monuments 45% 5% * Visit museums or art galleries 44% 3% * Visit national parks / state parks 55% 8% * Visit wildlife parks / zoos / aquariums 33% * * Visit wineries 14% 3% * Water activities / sports n/a 4% 4% Note: Items with an asterisk * are available but not statistically reliable 6 Source: Tourism Research Australia, International & National Visitor Surveys Items with n/a means data are not available. Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 Is your region getting its share of the Visitor/Tourism economy? Other LGAs that make up The Murray TR include: Murrumbidgee (part). Data are available but not statistically reliable. (Snowy Valleys LGA) (Bland LGA) Source: Tourism Research Australia, International & National Visitor Surveys Note: Items with an asterisk * are available but not statistically reliable 7 Travel to Riverina Murray Year ended December 2019 For the period of January 2019 to December 2019 Is your region getting its share of the Visitor/Tourism economy? Other LGAs that make up Riverina TR include: Carrathool, Coolamon, Federation (part), Junee, Leeton, Lockhart, Murrumbidgee (part) and Temora. Data are available but not statistically reliable. 8 Source: Tourism Research Australia, International & National Visitor Surveys Note: Items with an asterisk * are available but not statistically reliable.