Research programme to track visitor patterns and trends FOR REPORT FROM THE SPRING SURVEY SEPTEMBER/OCTOBER 2006 Study conducted by: Report from Spring Survey (November 2006) Page 1 of 54 TABLE OF CONTENTS 1. Introduction ................................................................................................................................5 2. Methodology .............................................................................................................................. 5 2.1 Background to methodology:......................................................................................... 5 2.2 Sample frame ................................................................................................................ 5 2.3 Sample distribution according to region ........................................................................ 6 2.4 Sample size................................................................................................................... 6 2.5 Data analysis................................................................................................................. 7 2.6 Field workers ................................................................................................................. 7 3. Survey Results and Discussion ................................................................................................. 7 TYPOLOGY OF VISITORS........................................................................................................... 7 3.1 Origin of international visitors ........................................................................................ 7 3.2 Origin of domestic visitors ............................................................................................. 9 3.3 Age of visitors.............................................................................................................. 10 3.4 Gross monthly income................................................................................................. 11 TRAVEL PATTERNS OF VISITORS .......................................................................................... 11 3.5 Countries visited prior to and after South Africa.......................................................... 11 3.6 Number of visits by international visitors ..................................................................... 11 3.7 Number of visits by domestic visitors .......................................................................... 12 3.8 Number of nights spent in the Western Cape ............................................................. 12 3.9 Size of travel group ..................................................................................................... 14 3.10 Mode of transport ........................................................................................................ 14 3.11 Mode of transport within the Western Cape ................................................................ 15 3.12 Types of accommodation used ................................................................................... 16 3.13 Geographic spread of regions visited.......................................................................... 16 REASONS FOR CHOOSING THE WESTERN CAPE................................................................ 18 3.14 Sources of information ................................................................................................ 18 3.15 Main reasons for visiting the Western Cape................................................................ 18 3.16 Decision to travel to/in the Western Cape at this time of year..................................... 19 SPENDING AND RATING OF PRICES ...................................................................................... 20 3.17 Total amount spent in the Western Cape.................................................................... 20 3.18 Amounts paid for meals, accommodation, entertainment & attractions ...................... 21 3.19 Rating of prices in restaurants and of accommodation ............................................... 22 3.20 Opinions on general price levels ................................................................................. 23 THE WESTERN CAPE EXPERIENCE ....................................................................................... 24 3.21 Activities participated in during the trip/will participate in ............................................ 24 3.22 General ratings............................................................................................................ 27 3.23 Positive and negative experiences.............................................................................. 30 4. Analysis of main source markets ............................................................................................. 32 INTERNATIONAL VISITORS...................................................................................................... 32 4.1 UK visitors ................................................................................................................... 33 4.2 Visitors from Germany................................................................................................. 33 4.3 Visitors from the Netherlands ...................................................................................... 33 4.4 Visitors from the USA .................................................................................................. 34 DOMESTIC VISITORS................................................................................................................ 35 5. Conclusion ............................................................................................................................... 36 6. Annexures................................................................................................................................37 6.1 Data Tables ................................................................................................................. 38 6.2 Example Questionnaire ............................................................................................... 51 6.3 Venues on itineraries................................................................................................... 53 Report from Spring Survey (November 2006) Page 2 of 54 List of figures Figure 1: Origin of international visitors ............................................................................................ 8 Figure 2 (a): Origin: for all domestic visitors ..................................................................................... 9 Figure 2 (b): Origin: for tourists from the Western Cape (Q1)........................................................... 9 Figure 3 (a): Age structure of visitors.............................................................................................. 10 Figure 3 (b): Age structure of international visitors ......................................................................... 10 Figure 3 (c): Age structure of domestic visitors............................................................................... 11 Figure 4: Gross monthly income (Q4)............................................................................................. 11 Figure 5: Number of visits to South Africa and the Western Cape ................................................. 12 Figure 6: Number of visits to the Western Cape in past two years ................................................. 12 Figure 7 (a): Number of nights spent .............................................................................................. 13 Figure 7 (b): Number of nights spent in South Africa and the W. Cape - international visitors....... 13 Figure 8: Number of people in travel group .................................................................................... 14 Figure 9 (a): Mode of transport to the Western Cape – international visitors.................................. 14 Figure 9 (b): Mode of transport to the Western Cape – domestic visitors....................................... 15 Figure 10: Modes of transport within the Western Cape................................................................. 15 Figure 11: Types of accommodation used...................................................................................... 16 Figure 12: Western Cape regions visited........................................................................................ 17 Figure 13: Sources of information................................................................................................... 18 Figure 14: Main reasons for visiting the Western Cape .................................................................. 19 Figure 15: What influenced decision to visit Western Cape............................................................ 19 Figure 16 (a): Total amount spent in the Western Cape per travel party........................................ 20 Figure 16 (b): Total amount spent per travel party, domestic & world regions ............................... 20 Figure 16 (c): Total amount spent in Western Cape per travel party – SA provinces..................... 21 Figure 17 (a) Amounts paid per person per restaurant meal .......................................................... 21 Figure 17 (b): Amounts paid for accommodation/person/night ....................................................... 22 Figure 18 (a): Rating of prices in restaurants.................................................................................