Albury
Tourism
Monitor
2014
Sample Page
Foreword
The Albury 2030 Community Strategic Plan highlights the community’s recognition of the value and benefits tourism brings to
the city’s economy and lifestyle offer. As a result, AlburyCity has been an active advocate and partner to the tourism industry
for many years.
In the past twelve months Council, in consultation with industry, key stakeholders and the broader community, developed and
adopted the 2014 - 2017 Destination Management Plan for Albury. This Plan defines our tourism vision, identifies priorities and
the actions required to further increase its contribution to the local and regional economy and the lifestyle offer of the City.
Primary objectives of this plan continue to include increasing visitor numbers, length of stay and spend.
Destination Management is an ongoing process by which tourism, industry, government and community leaders plan for the
future and manage a destination. The 2014 Albury Tourism Monitor provides a range of domestic and international tourism data
in relation to visitation during Albury in 2013, and details of visitALBURYWODONGA destination marketing activity undertaken
during the year. Future destination marketing activity will benefit from reflection on this document with its overview of industry
trends and visitor analysis.
Our tourism success is a reflection of the input of key stakeholders and dedicated staff, and the support of the community.
Their efforts, and committment to collaboration to ensure the continued growth and development of tourism in our region, is to
be commended.
Cr. Kevin Mack
Mayor, AlburyCity
June 2014
Albury
Tourism
Monitor
Albury
Tourism
Monitor
Contents
Year in Review
Executive Summary
Tourism Climate
Tourism Regions Tourism Management Highlights Results
Visitor Statistics Albury 2013
Financial Impact Conclusion 2
3
4
6
7
11
13
16
17
Appendices
Appendix 1 - Domestic Overnight Visitors: Graphs
Appendix 2 - Domestic Visitor Nights: Graphs
Appendix 3 - Domestic Daytrip Visitors: Graphs
Appendix 4 - International Overnight Visitors: Graphs
Appendix 5 - Economic Impact & Occupancy: Graphs
Appendix 6 - Data Interpretation
Disclaimer
The information contained in the 2014 Albury Tourism Monitor has been prepared with all due care for the benefit of the user. AlburyCity Council, its officers, employees,
and agents do not warrant or make representations in relation to the information’s accuracy. The information is made available on the understanding that AlburyCity Council
shall have no liability for any loss whatsoever that may arise as a result of use of the Information by the reader or any third parties who receive the Information directly or
indirectly. It is the user’s responsibility to make investigations, decisions and enquiries of their own about the information.
AlburyCity Council owns copyright of this report.
Reproduction is not permitted without prior written consent from AlburyCity Council.
2
Albury
Tourism
Monitor
Year in Review Regions
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Serviced in excess of 19,000 visitor groups at the
Albury Visitor Information Centre
Tourism injected a
total of $564.44M into
the local economy, an
increase of 7.5% from
the previous year
90,000 Official Visitor Guides distributed
Day trip visitation has increased by 66.6%
Domestic overnight visitors have increased by 13.6%
35.4%
32.7%
International overnight visitors are up by 35.4%
134 tourism businesses participated in the inaugural joint Tourism and Visitor Information
Centre Partner Program. The joint initiative stimulated the 32% growth in Tourism Partners.
3
Executive Summary
Albury’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. Despite the challenges, Albury has demonstrated its
capacity and value as a destination by continuing to increase day and overnight visitation and domestic visitor spend.
AlburyCity acknowledges the contribution of tourism to the city, the flow-on benefits of being a recognised tourism destination and the
potential for further growth. As a result, it has remained proactive in supporting and promoting the tourism industry as part of its plan to
maintain the sustainable growth and development of the city and its economy. Achievements over the past year include:
• Continued operation and growth of the Level 1 accredited Visitor Information Centre
• Collaboration with the City of Wodonga to prepare, release and deliver the 2013 Albury Wodonga Tourism and Visitor Information Centre
Partner Program
• Facilitation and hosting of a number of national sporting and cultural events
• Distribution of a range of hard copy and online visitor information material
• Strengthened ties with key national, state and regional industry groups and stakeholders
• Ongoing marketing and promotional activities at a local, regional, state and national level
• Utilisation of social media channels as an opportunity to promote Albury and its attractions
• Representation on, or member of, major business, events and tourism bodies: Murray Regional Tourism Board, Business Events
Victoria, Accredited Visitor Information Centre, Australian Regional Tourism Network, Sydney Melbourne Touring, Victoria Tourism
Industry Council, Murray Regional Managers Forum and Visitor Information Centre Networking Groups (High Country and Murray).
The 2014 Albury Tourism Monitor analyses data provided by Tourism Research Australia (TRA) to determine the number and type of visitors to
Albury in the period mentioned and benchmarks Albury’s performance in comparison to other destinations across regional NSW and Victoria.
It also outlines total visitation to visitALBURYWODONGA.com, social media outlets and the Albury Visitor Information Centre.
Finally, the report highlights the key tourism related activities undertaken by the Economic Development & Tourism Team from
1 January 2013 - 31 December 2013.
Albury
Tourism
Monitor
4
Tourism Climate
Australia’s tourism industry is a highly dispersed sector, which has allowed it to fair well against the volatile economic environment
of recent years. Natural disasters and global economic instability have placed pressure on the industry resulting in falling visitor
numbers from traditional markets (United Kingdom, United States and Japan).
The transformation of the global economy, particularly the growth of wealth across north-east and south-east Asia, has presented
Australia with the opportunity for growth in inbound tourism from countries in these regions (China, South Korea, Singapore,
Malaysia). These markets are being actively targeted by Tourism Australia.
Assisted by the recent rise in domestic day trippers (figures not seen since the late nineties), the Australian tourism industry
contributed over $42 billion to Australia’s GDP during 2013 (growth of 3.7%), and employed over 543,600 Australians directly
(growth of 2.1%). The strength of tourism is expected to continue to rise with Tourism Research Australia forecasting increases in
international visitors and domestic travel during the next two years.
Australia
Domestic:In 2013 Australian residents made 75.8 million overnight trips in Australia, spending 282.7 million nights away from
home. Overnight trips increased by 2% compared to 2012, while visitor nights remained consistent.
Day trips:There were 164.3 million day trips taken in Australia by Australian residents during 2013, 6% lower than the
number of day trips taken during 2012. Items of highest expenditure for day trip travellers included petrol,
eating out and shopping.
International:During 2013, there were 5.9 million overseas visitors to Australia (aged over 15yrs); an increase of 3.5% from 2012.
A total of 216.7 million visitor nights were spent in Australia, an increase of 5% compared with the previous year.
Albury
Tourism
Monitor
5
Tourism Climate (cont)
New South Wales
Domestic:
There were 25.7 million overnight trips taken in NSW by Australian residents during 2013; this represents a
33.9% share of the total visitor trips nationwide. These overnight visitors spent 85.5 million nights in the state
during 2013. The most popular reasons for a visiting NSW were holiday and leisure, visiting friends and relatives
followed by business.
Day trips:There were 52 million day trips taken in NSW by Australian residents during 2013, a 5.3% decrease compared to
2012 (consistent with national trend). NSW received 31.6% of the nation’s total daytrip visitors during 2013.
International:During 2013, there were almost 3 million international visitors to NSW, a 5.7% increase compared to 2012.
Visitors spent 72.8 million nights in NSW; this represents a 6.7% increase from visitor nights spent in NSW
during 2012.
Murray Region
Domestic:In 2013 there were 993,000 overnight trips taken to the Murray Region by Australian residents, representing a
13.6% increase compared to 2012. These visitors spent 2.5 million nights in the Murray Region during 2013, up by
1.6% in comparison to the previous year. The most popular reasons for visiting the region were holiday and leisure,
followed by visiting friends and relatives.
Day trips:There were 1.5 million day trips taken in the Murray Region by Australian residents during 2013, a 52.6% increase
compared to 2012. The most popular activities undertaken by day trip visitors included eating out, shopping for
pleasure and visiting friends and relatives.
International:During 2013, there were 21,200 international visitors to the Murray Region, a 17.6% increase compared to the
previous year.
Albury
Tourism
Monitor
6
Albury
Tourism
Monitor
Tourism Regions
Albury is a member of the Murray tourism region. This region is represented by Murray Region Tourism and includes the Albury,
Balranald, Berrigan, Campaspe, Corowa, Deniliquin, Gannawarra, Greater Hume, Greater Shepparton, Mildura, Moira, Murray, Swan Hill,
Wentworth (including Lake Mungo National Park), Wodonga and Wakool Local Government Areas.
1
Northern Rivers
2
North Coast
3
Lord Howe Island
4
Central Coast
5Sydney
6Illawarra
7
South Coast
8
New England North West
9
The Hunter
10 Blue Mountains
11
Capital Country
12 Snowy Mountains
13Outback
14 Central NSW
15Riverina
16 The Murray
17Gippsland
18 High Country
19Goldfields
20Grampians
21 Yarra Valley/Dandenong Ranges
22Melbourne
23 Daylesford/Macedon Ranges
24 Great Ocean Road
25 Phillip Island
26 Mornington Peninsula
1
8
13
2
14
4
10
5
15
6
11
16
12
20
19
18
23
22
17
21
24
26
25
3
9
7
7
Tourism Management Highlights
Key tourism activities for the period 1 January 2013 - 31 December 2013 include:
• In collaboration, AlburyCity and the City of Wodonga presented their inaugural joint Tourism and Visitor Information Centre
Partner Program prospectus. Positively received amongst local and regional tourism businesses, 134 partners participated in
the 2013-2014 program.
• Production and launch of the fourth Albury Wodonga Official Visitor Guide (OVG). Similar to 2012, the 2013 Guide was endorsed
by Tourism Victoria, Destination NSW and Murray Region Tourism and subsequently featured the ‘Jigsaw’ branded front cover.
• AlburyCity in collaboration with Destination NSW (DNSW) and Tourism Research Australia (TRA) conducted research on
visitors to the city. The research provided a visitor profile and insights into the satisfaction levels of visitors, as part of the TRA
Destination Visitor Survey (DVS) program to gain a better understanding of visitors to the region, including their motivation for
visiting and satisfaction.
• An online Business Event & Conference Guide was launched in February, complemented by hard copy motivational collateral in
order to drive enquiries through visitALBURYWODONGA.com.
• In consultation with industry and key stakeholders, AlburyCity reviewed the 2010-2013 Tourism and Destination Marketing
Strategy and developed the 2014-2017 Destination Management Plan for Albury (adopted by council March 2014).
Albury
Tourism
Monitor
8
Albury
Tourism
Monitor
Tourism Management Highlights (cont)
2013 was a busy year for the city with the Events Team providing assistance and facilitation of services, as well as hosting a huge calendar of
events, including:
• Margaret Court Cup (Tennis)
• Carols by Candlelight
• International Schools Tennis Cup
• Ovens & Murray Football & Netball Grand Final
• Australian Country Junior Basketball Cup
• Albury Wodonga International Horse Trials
• Nail Can Hill Run
• Country Week Tennis
• Italian Connection Tour
• National U/15 Volleyball Championships
• Music in the Gardens Series
• Border Stargaze
• Lake Hume Open Water Bridge Swim
• Swan Classic (Netball)
• Albury Wodonga Football Association Grand Final (Soccer)
• WNBL - Canberra Capitals vs. Sydney Uni Flames
• Albury Wodonga Eisteddfod
• Great Murray River Basketball Jamboree
• Chryslers on the Murray
• National Veteran’s Badminton Championships
• Albury Gold Cup Carnival
• National Model Aero Championships
• The Beatles Festival
• Twin Cities Basketball Classic
• Albury Wodonga Gift (Athletics)
9
Tourism Management Highlights (cont)
Advertising, promotion and online activity to key markets included:
• In conjunction with Murray Region Tourism, AlburyCity hosted “Huey’s Kitchen”; filming several Albury Wodonga segments featuring local
attractions and markets.
• Sydney Melbourne Touring Product Manual - nine 1/3-page ads for key tourism products in Albury.
• Five-page feature article in the Regional Stopover section of REX’s “OUTthere” magazine, promoting tourism in Albury.
• Numerous Albury events promoted via Aurora’s NSW Visitor Information Centre (VIC) newsletter, which is distributed to more than 100
VICs across NSW.
• Half page ad in “North East Tourist News” promoting Albury Wodonga and Lake Hume during the spring and summer season targeting
leisure and visiting friends and relatives travellers.
• Feature article in CIM (Australia’s leading business events magazine) on recent developments and events in Albury Wodonga.
• Three articles published in “The Weekly Times” promoting the Flying Fruit Fly Circus, Albury’s CBD Historic Building Walking Tour app and
Albury’s Community Wood Fired Oven.
• Conducted an interview on 2GB’s Sunday morning travel show highlighting Albury Wodonga’s attractions, accommodation, and food and
wine options.
• “Regional Victoria Planners Guide 2014-15” - full page ad promoting Albury’s business event market.
• Feature article in the Herald Sun’s “Escape Magazine” featuring the Bonegilla Migrant Experience Heritage Park.
• Full-page ad in “Trade Travel” promoting Albury Wodonga to the coach group and seniors markets.
• Five-page spread in the “ Destinations for the Discerning Traveller” magazine, promoting Albury as a destination of choice for the leisure
market.
• Full-page article in the “Pharmacy Guild of Australia” (Guild Bulletin) promoting Albury as a destination of choice.
• Continued the Google AdWords campaign to increase visitation to visitALBURYWODONGA.com.
• Management of presence on websites including - visitALBURYWODONGA.com, www.visitvictoria.com, www.visitnsw.com,
www.sydneymelbournetouring.com.au, www.visitthemurray.com.au (including app).
• Ongoing growth of the @VisitAW Twitter account (70.5% increase in followers).
Albury
Tourism
Monitor
10
Tourism Management Highlights (cont)
Tradeshows, conference and business event activities included:
• Canberra Times Home, Leisure, Travel, Caravan, 4WD & Camping Show and Sydney Caravan, Camping, RV & Holiday Supershow.
• Australian Regional Tourism Network Conference in Margaret River
• Associations Forum National Conference.
• I n conjunction with Murray Region Tourism and Mildura Business Events, hosted a dinner with 25 qualified business event buyers in
Melbourne.
• Asia Incentive Marketing Expo in Melbourne.
• Pitched Albury as a preferred destination for a variety of major conferences in 2013, 2014 and 2015.
Industry development activities included:
• Hosted a number of tourism industry workshops to improve industry knowledge and product packaging.
• Provided various familiarisations of key tourism assets in Albury Wodonga to local and state tourism personnel.
•P
resented to numerous groups with topics including product development, the Tourism Partner Program and an overview of tourism
in Albury.
•A
ttended monthly Albury Wodonga Motel Association meetings and quarterly Boutique Accommodation, North East Victoria VIC group,
Murray VIC managers and Murray Region Tourism Managers meetings.
Albury
Tourism
Monitor
11
Albury
Tourism
Monitor
Results
Key tourism results for the period 1 January 2013 - 31 December 2013 include:
• visitALBURYWODONGA.com received over 53,000 unique visitors during the year. Visitation to the website was most active during
January, with an additional peak during April (largely attributed to ANZAC Day). Users of visitALBURYWODONGA.com were most
2013 Website VisitaGon interested in pages relating to What’s On, Accommodation,
Things
to Do and See, Food and Wine and Hot Deals.
visitALBURYWODONGA.com • The Google AdWords campaign continued during 2013 in order to build traffic to visitALBURYWODONGA.com.
As a result, the campaign attracted 35.3% of total visitation.
10,000 2013 Website Visitation
visitALBURYWODONGA.com
9,000 Unique Visitors 8,000 Total Visitors 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 12
Results (cont)
• The Visitor Information Centre has built a strong and reliable Twitter account over the past 12 months. Tweets efficiently promote local
events, partner and tourism products as well as dispersing local information when relevant (such as fire warnings). As of 1 January 2013,
the @VisitAW account had 509 followers, which grew to 868 by 31 December 2013, an annual growth of 70.5%.
• During 2013 the Albury Visitor Information Centre (AVIC) serviced approximately 19,050 walk-in visitor groups, 2,700 telephone and
email visitor enquiries, and over 720 industry enquiries. These enquiries reflect the number of service units i.e. individuals or groups
provided with one-on-one customer service.
• Feedback from Tourism Partners, visitors and other tourism operators has been excellent, with numerous letters of appreciation received.
• For the period 1 January 2013 to 31 December 2013, over $42,000 in direct accommodation bookings were made with Tourism Partners
(ie. where an accommodation provider is phoned and a booking made on behalf of a visitor). During the past calendar year, direct
bookings decreased by 26.3%. The decrease in bookings may be a reflection of the increasing trend of travellers to access information
and make bookings via smart phones and tablets while travelling rather than seeking assistance from the VIC.
Note: AlburyCity does not charge a commission for bookings. Also it is important to note that this value does not reflect when a visitor opts
to arrange their own booking, in which case AVIC staff generally make two or three property recommendations that they believe will meet
the visitor’s needs, expectations and budget.
Albury
Tourism
Monitor
13
Visitor Statistics Albury
Domestic Overnight Visitors
Domestic overnight visitors form the backbone of Albury’s tourism industry. During 2013, over 47% of visitors came to see friends and
relatives, while holiday travellers accounted for 25% of visitors.
475,000 domestic overnight visitors came to Albury in 2013, staying for 1,078,000 nights. Of these visitors:
• 120,000 were in Albury for holiday and leisure purposes and stayed an average 2.53 nights.
• 223,000 were visiting friends and relatives and stayed an average 2.28 nights.
• 68,000 were in Albury for business and stayed an average 2.11 nights.
• 64,000 were in Albury for other reasons and stayed an average 1.84 nights.
While the number of domestic overnight visitors to Albury has increased by 13.64%, visitor nights have decreased from 1,142,000 nights
during 2012 to 1,078,000 during 2013.
Albury’s domestic overnight visitors spent an average of $157.00 per night during 2013 resulting in an estimated total spend in excess of
$209 million. When compared to 2012’s visitor impact of $145 million ($127.00 per night) the economic contribution to the city has
grown substantially.
Domestic Daytrip Visitors
Domestic day-trippers include anybody who travelled a distance of at least 50 kilometres from their home to visit Albury, this may include
visitors from Beechworth, Wagga, Corowa and other nearby destinations.
Of the estimated 1,118,000 day trip visitors who travelled to Albury over the last twelve months:
• 450,000 came for holiday and leisure purposes.
• 184,000 visited friends and relatives.
• 188,000 were in the city on business.
• 296,000 visited for other reasons.
Albury experienced a dramatic increase (66.6%) in the number of day trip visitors when compared to 2012.
During 2013, day trip visitors to Albury spent an estimated $218.3 million in the city - an average of $173.00 per visitor. This is a considerable
increase to visitor spend when considering day trip visitors spent an estimated $86.6 million during 2012 (an average of $129.00 per visitor).
Albury
Tourism
Monitor
14
Visitor Statistics Albury (cont)
International Overnight Visitors
15,591 international overnight visitors spent a total of 181,404 nights in Albury in 2013.
Of the 15,591 international overnight visitors:
• 7,383 visited for holiday and leisure.
• 4,500 came to the city to visit friends and family.
• 2,465 were on business.
• 1,243 came for other reasons (including education and employment).
Interestingly, the number of international visitors to Albury grew by 35% when compared to the previous year, however the number of nights
international visitors spent in Albury has dropped by 5.5%. While international visitors only account for 3.28% of total visitors to Albury, this
market does present opportunity for growth.
Albury
Tourism
Monitor
15
Visitor Statistics Wodonga
Domestic Overnight Visitors
88,000 domestic overnight visitors came to Wodonga in 2013, staying for 257,000* nights. Of these visitors:
• 25,000* were in Wodonga for holiday and leisure purposes and stayed an average 1.92 nights.
• 55,000 were visiting friends and relatives and stayed an average 3.4 nights.
• 7,000* visitors were in Wodonga on business and stayed an average 2.85 nights.
• 1,000* visited for other reasons and stayed an average 1 night.
Domestic Daytrip Visitors
Domestic day-trippers includes anyone who travelled a distance of at least 50 kilometres from their home to visit Wodonga;
this may include visitors from Bright, Myrtleford, Wangaratta, and other nearby destinations.
Of the estimated 145,000 day trip visitors who travelled to Wodonga over the last twelve months:
• 58,000 came for holiday and leisure purposes.
• 48,000* visitors visited friends and relatives.
• 3,000* were in the city on business.
• 35,000* visited for other reasons.
International Overnight Visitors
4,301* international overnight visitors spent a total of 45,703* nights in Wodonga in 2013.
Of the 4,301* international overnight visitors:
• 1,316* visited for holiday and leisure.
• 2,653* came to the city to visit friends and family.
• 259* were on business.
• 73* came for other reasons (including education and employment).
Due to the small sample size, * values contained within the abovementioned have a confidence interval greater than 50%
and are deemed to be unreliable by TRA.
Albury
Tourism
Monitor
16
Albury
Tourism
Monitor
Financial Impact
The financial impact of tourism activity in Albury Wodonga was examined using spending and visitor data from TRA and the Tourism Module
of REMPLAN’s Regional Economic Modelling Software.
The key financial findings are:
Visitor Type
Domestic Overnight
Domestic Daytrip
International Overnight
Direct Tourism Impact
Indirect Tourism Impact
Total
ECONOMIC IMPACT OF TOURISM IN ALBURY WODONGA
Visitor Numbers/Nights
Average Daily Spend $ (Dec 2013)
1,334,000 (nights)
$157^1
1,262,000 (visitors)
$173^1
227,107 (nights)
$92 1^2
As determined using REMPLAN. ABS and TSA data.
Visitor Impact
$209.4M
$218.3M
$20.9M
$310.4M
$254.04M
$564.44M
The $310.4 million direct tourism impact calculated above was further analysed using REMPLAN Economic Modelling Software and Australian
Bureau of Statistics (ABS) Tourism Satellite Account (TSA) data to determine that the indirect tourism impact is $254.04 million.
Albury Wodonga’s Gross Regional Product (GRP) as at December 2013 was $5.04 billion. This financial analysis and REMPLAN’s Regional
Economic Modelling Software were also used to calculate the employment impact of tourism in Albury and Wodonga. It is estimated that
1,991* direct jobs were supported by the tourism industry. A further 959* people were indirectly employed as a result of industry activity,
bringing the overall number of owners and employees to 2,950*.
When taking into account the population multiplier (partners and children) of 2.7 persons per business owner or employee, a total of 7,965
people were supported by tourism.
^1 ‘Travel to the Murray region – Albury Wodonga’ (YE December 2013) report, Tourism Research Australia
^2 ‘Travel to NSW’ (YE December 2013) report, Tourism Research Australia
* These positions are not full time equivalent (FTE)
17
Conclusion
Tourism plays an important role in the social, cultural and economic vibrancy of Albury. As demonstrated in the Tourism Contribution graphs
(Appendix 5), the effect of tourism is not limited to the Accommodation, Cafes & Restaurants and Retail sectors; the indirect financial and
employment benefits filter through to all but a few industries.
Since undertaking responsibility for tourism, AlburyCity has worked energetically to increase the industry’s contribution to the sustainable
growth and development of Albury and the region. Substantial work has also been undertaken to further develop analysis tools required
for effective marketing and promotion, strengthening ties with key national, state and regional industry groups and stakeholders, actively
driving growth in the business, sports and recreation events market and providing high quality visitor information services and experiences.
Collaboration with the City of Wodonga to present the inaugural joint Tourism and Visitor Information Centre Partner Program prospectus,
and subsequently, the Albury Wodonga Official Visitor Guide, provides a clear example of how AlburyCity has listened to, and worked
with local industry, key stakeholders and the general public to increase visitation, length of stay and spend to the region through clear
messaging of a single entity.
The support of local and regional businesses, reflected in the growth of participation in the Tourism and Visitor Information Centre Partner
Program, is an indication that we are heading in the right direction. The key findings from the 2014 Albury Tourism Monitor, most notably
the 13.6% increase in the number of overnight visitors, are also a positive sign that Albury’s reputation as one of Australia’s leading
regional destinations is continuing to build.
Consequently, AlburyCity continues to take a leadership role in tourism, working with industry to increase its contribution in sustainable
growth and development and implementing the recently endorsed 2014 - 2017 Destination Management Plan for Albury.
Tracey Squire
Director Economic Development & Tourism
AlburyCity
Albury
Tourism
Monitor
Appendix 1 Domestic Overnight Visitors: Graphs
Definitions
Domestic Overnight Visitors (DOV)
An Australian resident who has travelled at least 40km from their home for a period of less than 12 months.
Graphs
Domestic Overnight Visitors
• By Purpose Albury - All Purpose
• Average (2000-2013): Top 25 Regional NSW & VIC - All Purposes
• AAR%C (2000-2013): Top 25 Regional NSW & VIC - All Purposes
• Average (2000-2013): Albury & Surrounds - All Purposes
• By Origin (2013) Albury - All Purposes
• By Season Albury - All Purposes
• By Age Profile Albury - All Purposes
• By Accommodation Type Albury - All Purposes
• By Transport Type Albury - All Purposes
• By Travel Party Albury - All Purposes
• By Top Activities Albury - All Purposes
• By No. Stopovers Albury - All Purposes
Note: * Values contained within the abovementioned graphs have a confidence interval greater than 50% and are deemed to be unreliable.
Albury
Tourism
Monitor
Albury
Tourism
Monitor
Domestic Overnight Visitors by Purpose Albury - All Purposes
Domestic Overnight Visitors by Purpose
Albury - All Purposes
Key Highlight: 475,000 people visited
Albury in 2013: 223,000 were visiting
friends and relatives while a 120,000
were visiting for holiday and leisure.
700
592
600
538
500
552
535
485
475
471
438
No. Visitors (000's)
432
400
390
392
2009
2010
418
418
2011
2012
342
300
200
100
0
2000
2001
2002
Holiday or leisure
2003
2004
2005
2006
2007
Visiting friends and relatives
2008
Business
Other
Total
2013
Albury
Tourism
Monitor
Domestic
Overnight
Visitors
(Average
Domestic Overnight Visitors
(Average 2000
- 2013) Top
25 Regional
NSW & 2000-2013)
VIC - All Purposes
Top 25 Regional NSW & Vic - All Purposes
1200
Key Highlight: Albury is the 16th most
visited destination in regional NSW
and Victoria. Albury’s position remains
unchanged from last year.
1000
No. Visitors (000's)
800
600
400
200
0
Shoalhaven Region
Eurobodalla
Ballarat
Albury
Clarence Valley
Coffs Harbour
Surf Coast
Blue Mountains
Mildura
Snowy River
Bass Coast
East Gippsland
Bega Valley
Dubbo
Wagga Wagga
Port Macquarie-Hastings
Bendigo Region
Campaspe
Tweed Region
Alpine
Port Stephens Region
Great Lakes
Byron Bay
Tamworth Region
Wingecarribee
Albury
Tourism
Monitor
Domestic Overnight Visitors
(AAR% Change
2000 - 2013)
Top 25(AAR%C
Regional NSW
& VIC - All Purposes
Domestic
Overnight
Visitors
2000-2013)
Top 25 Regional NSW & Vic - All Purposes
Key Highlight: 9 of the top 25
destinations recorded a growth in total
visitor numbers between 2000 and 2013.
During this period, Albury experienced a
1.23% decrease.
4.00%
3.00%
Annual Average % Change
2.00%
1.00%
0.00%
-1.00%
-2.00%
-3.00%
Tweed Region
Colac-Otway
Great Lakes
Surf Coast
South Gippsland
Wagga Wagga
Blue Mountains
Port Macquarie-Hastings
Tamworth Region
Shoalhaven Region
Bendigo Region
Bass Coast
East Gippsland
Clarence Valley
Bega Valley
Bathurst Region
Ballarat
Eurobodalla
Albury
Byron Bay
Campaspe
Alpine
Snowy River
Port Stephens Region
Warrnambool
Albury
Tourism
Monitor
Domestic Overnight Visitors
(Average Overnight
2000 - 2013) Albury
& Surrounds
- All
Purposes
Domestic
Visitors
(Average
2000-2013)
Albury & Surrounds - All Purposes
600
Key Highlight: On average, Campaspe
(484,000 visitors) and Albury (465,000
visitors) remain the two most popular
destinations in the region.
500
No. Visitors (000's)
400
300
200
100
0
Albury
Wagga
1 Wagga
Alpine
Greater Shepparton
Moira
Wangaratta
Indigo
Wodonga
Corowa
Benalla
Berrigan*
Mount Buller Resort*
Deniliquin
Strathbogie
Murray*
Greater Hume*
Towong
Mount Hotham Resort*
Falls Creek Resort*
Campaspe
Domestic Overnight Visitors by Origin (2013)
Albury - All Purposes
Albury
Tourism
Monitor
Domestic Overnight Visitors by Origin (2013) Albury - All Purposes
Key Highlight: Regional NSW and
Regional VIC were the source of 60% of
domestic visitors to Albury during 2013.
11%
17%
24%
36%
12%
Melbourne
Other - Victoria
Sydney
Other - NSW
Other - States
Albury
Tourism
Monitor
Domestic Overnight Visitors by Season Albury - All Purposes
Domestic Overnight Visitors by Season
Albury - All Purposes
Key Highlight: 2013 saw visitors
increasing their travel during autumn,
spring and summer with travel during
winter dropping.
200
180
160
No. Visitors (000's)
140
120
100
80
60
40
20
0
2000
2001
2002
2003
2004
Summer
2005
2006
Autumn
2007
Winter
2008
2009
Spring
2010
2011
2012
2013
Albury
Tourism
Monitor
Domestic Overnight Visitors by Age
Profile Albury
- All Purposes
Domestic
Overnight
Visitors by Age Profile
Albury - All Purposes
300
Key Highlight: 2013 saw an increase
in visitors aged between 15-24, 45-64,
65+ years travelling to Albury, while the
number of visitors aged between 25-44
years declined slightly.
250
No. Visitors (000's)
200
150
100
50
0
2000
2001
2002
2003
2004
15 - 24
2005
2006
25 - 44
2007
45-64
2008
2009
65+
2010
2011
2012
2013
Albury
Tourism
Monitor
Domestic Overnight Visitors by Accommodation Albury - All Purposes
Domestic Overnight Visitors by Accommodation Type
Albury - All Purposes
Key Highlight: Consistent with past
years, roughly 50% of Albury’s visitors
during 2013 choose to stay in paid
accommodation.
350
300
No. Visitors (000's)
250
200
150
100
50
0
2000
2001
2002
2003
2004
2005
Hotel, resort, motel or motor Inn
2006
2007
2008
2009
2010
Friends or relatives property
2011
2012
2013
Other
Albury
Tourism
Monitor
Domestic Overnight Visitors by Transport Type Albury - All Purposes
Domestic Overnight Visitors by Transport Type
Albury - All Purposes
Key Highlight: The preferred method of
transport for visitors to Albury is private
or company vehicle (85%).
600
500
No. Visitors (000's)
400
300
200
100
0
2000
2001
2002
2003
2004
2005
2006
Private or company vehicle
2007
2008
2009
2010
2011
Other transport
2012
2013
Albury
Tourism
Monitor
Domestic Overnight Visitors by
Travel Party
Albury - AllVisitors
Purposesby Travel Party
Domestic
Overnight
Albury - All Purposes
300
Key Highlight: Those travelling alone, as
adult couples or with family and friends
increased over the past year.
250
No. Visitors (000's)
200
150
100
50
0
2000
2001
2002
2003
Travelling alone
2004
2005
2006
Adult couple
2007
2008
2009
2010
2011
Family and friend groups
2012
2013
Other*
Albury
Tourism
Monitor
Domestic Overnight Visitors by
Top Activities
Albury - All
Purposes
Domestic
Overnight
Visitors
by Top Activities
Albury - All Purposes
Key Highlight: Eating out continues to
be the most popular activity amongst
Albury’s domestic visitors followed by
visiting friends and family.
350
300
No. Visitors (000's)
250
200
150
100
50
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
Eat out at restaurants
Visit friends and relatives
General sightseeing
Go shopping
2009
2010
2011
2012
Pubs clubs discos etc
2013
Albury
Tourism
Monitor
Domestic Overnight Visitors by No. Stopovers Albury - All Purposes
Domestic Overnight Visitors by No. Stopovers
Albury - All Purposes
Key Highlight: Albury’s location between
Melbourne and Sydney could account for
the 72% of visitors who stopped in Albury
as part of a longer trip.
450
400
350
No. Visitors (000's)
300
250
200
150
100
50
0
2000
2001
2002
2003
2004
2005
Destination was only stopover
2006
2007
2008
2009
2010
2011
2012
Trip included multiple stopovers
2013
Appendix 2 Domestic Visitor Nights: Graphs
Definitions
Domestic Visitor Nights (DVN)
The number of nights spent by a domestic visitor in a Local Government Area.
Graphs
Domestic Visitor Nights
• By Purpose Albury - All Purposes
• Average (2000-2013): Top 25 Regional NSW & VIC - All Purposes
• AAR%C (2000-2013): Top 25 Regional NSW & VIC - All Purposes
• Average (2000-2013): Albury & Surrounds - All Purposes
Note: * Values contained within the abovementioned graphs have a confidence interval greater than 50% and are deemed to be unreliable.
Albury
Tourism
Monitor
Albury
Tourism
Monitor
Domestic Visitor Nights by Purpose Albury - All Purposes
Domestic Visitor Nights by Purpose
Albury - All Purposes
1600
1400
1,285
1,290
1,344
1,368
1,289
1,191
1200
No. Visitors Nights (000's)
Key Highlight: Albury’s domestic visitor nights
dropped during 2013. Visitors staying in Albury
while visiting friends and family spent more
nights in the city compared to business and
holiday and leisure travellers.
1,142
1,087
1,004
1000
1,078
1,027
940
912
800
728
600
400
200
0
2000
2001
2002
Holiday or leisure
2003
2004
2005
2006
2007
Visiting friends and relatives
2008
2009
Business
2010
2011
Other
2012
2013
Total
Albury
Tourism
Monitor
Domestic Visitor Nights (Average
2000 - 2013)
TopNights
25 Regional
NSW & VIC
- All Purposes
Domestic
Visitor
(Average
2000-2013)
Top 25 Regional NSW & Vic - All Purposes
Key Highlight: Albury holds its
position as being the 24th most stayed
destination based upon domestic visitor
nights in regional NSW and regional
Victoria.
4,000
3,500
No. Visitors Nights (000's)
3,000
2,500
2,000
1,500
1,000
500
0
Shoalhaven Region
Port Stephens Region
Byron Bay
Mildura
Tamworth
Mornington Peninsula
Bega Valley
Surf Coast
Bendigo Region
Kempsey
1Coffs Harbour
Bass Coast
Tweed Region
Campaspe
Ballarat
Eurobodalla
Great Lakes
Snowy River
Alpine
Albury
Port Macquarie-Hastings
East Gippsland
Clarence Valley
Blue Mountains
Dubbo
Albury
Tourism
Monitor
Domestic Visitor Nights (AAR%C
2000 - 2013)
Top 25 Regional
NSW & VIC 2000-2013)
- All Purposes
Domestic
Visitor
Nights (AAR%C
Top 25 Regional NSW & Vic - All Purposes
Key Highlight: Albury recorded the 4th
largest average increase in domestic
visitor nights in regional NSW and
regional Victorian destinations during the
past 13 years.
5.00%
4.00%
Annual Average % Change
3.00%
2.00%
1.00%
0.00%
-1.00%
-2.00%
-3.00%
-4.00%
Campaspe
Great Lakes
Wagga Wagga
Port Macquarie-Hastings
Eurobodalla
Bass Coast
Blue Mountains
Clarence Valley
Ballina
Dubbo
Tweed Region
Ballarat
Tamworth
Snowy River
Port Stephens Region
Albury
Mornington Peninsula
Surf Coast
East Gippsland
Great Tarree
Bendigo Region
Alpine
Shoalhaven Region
South Gippsland
Coffs Harbour
Albury
Tourism
Monitor
Domestic Visitor Nights (Average 2000 - 2013) Albury & Surrounds - All Purposes
1,400
Key Highlight: Albury is the 3rd most
popular destination in the region
in terms of domestic visitor nights.
Albury’s position remains unchanged
from last year.
1,200
No. Visitors Nights (000's)
1,000
800
600
400
200
0
1Albury
Campaspe
Alpine
Wagga Wagga
Moira
Greater Shepparton
Mount Buller Resort*
Corowa
Wangaratta
Indigo
Wodonga
Berrigan*
Deniliquin
Murray*
Falls Creek Resort*
Mount Hotham Resort*
Benalla
Strathbogie
Towong
Greater Hume*
Appendix 3 Domestic Daytrip Visitors: Graphs
Definitions
Domestic Daytrip Visitors (DDV)
An Australian resident who travels more than 50km, is away for more than four hours, but does not stay overnight.
Routine commuting to school or work is excluded.
Graphs
Domestic Daytrip Visitors
• By Purpose: Albury - All Purposes
• By Activity: Albury - All Purposes
Note: * Values contained within the abovementioned graphs have a confidence interval greater than 50% and are deemed to be unreliable.
Albury
Tourism
Monitor
Albury
Tourism
Monitor
Domestic Daytrip Visitors by Purpose Albury - All Purposes
Domestic Daytrip Visitors by Purpose
AlburyDomestic
- All Purposes
Key Highlight:
day trip visitation to Albury was dominated by those travelling for holiday
and leisure.
1200
1118
1000
No. Visitors (000's)
800
600
581
512
713
713
2011
2011
671
568
506
495
464
416
480
509
430
401
400
200
0
2000
2001
2002
Holiday or leisure
2003
2004
2005
2006
2007
Visiting friends and relatives
2008
2009
Business
2010
Other
2012
Total
2013
Albury
Tourism
Monitor
Domestic Daytrip Visitors by Top Activities Albury - All Purposes
Domestic Daytrip Visitors by Top Activities
Albury - All Purposes
Key Highlight: During 2013, eating out
and shopping were the most popular
activities undertaken by day trip visitors
to Albury.
600
500
No. Visitors (000's)
400
300
200
100
0
2000
2001
2002
2003
Eat out at restaurants
2004
2005
2006
2007
Go shopping (pleasure)
2008
2009
2010
2011
Visit friends and relatives
2012
2013
Appendix 4 International Overnight Visitors: Graphs
Definitions
International Overnight Visitor (IOV)
A person who has travelled to Australia from another country for a period of less than 12 months.
Graphs
International Overnight Visitors
• By Purpose: Albury - All Purposes
• Average 2000-2013: Top 25 Regional NSW & VIC - All Purposes
• Contribution to Total Visitation - Albury
Note: * Values contained within the abovementioned graphs have a confidence interval greater than 50% and are deemed to be unreliable.
Albury
Tourism
Monitor
Albury
Tourism
Monitor
International Overnight Visitors by Purpose Albury - All Purposes
International Overnight Visitors by Purpose
Albury - All Purposes
Key Highlight: International visitors to
Albury increased by 30.06% during 2013.
25000
20,336
20000
17,604 17,405
16,617 16,350
16,594
15,029
15,157
14,265
No. Visitors
15000
15,591
15,104
11,129
11,580
11,517
10000
5000
0
2000
2001
2002
Holiday/ pleasure
2003
2004
2005
2006
Visiting friends and relatives*
2007
2008
2009
Business*
2010
2011
Other*
2012
Total
2013
Albury
Tourism
Monitor
International Overnight Visitors (Average 2000 - 2013) Top 25 Regional NSW & VIC - All Purposes
International Overnight Visitors (Average 2000-2013)
Top 25 Regional NSW & Vic - All Purposes
Key Highlight: The trend of coastal
visitation by International visitors is
consistent throughout the past 13
years. 17 of the top 25 most popular
destinations for international visitors are
located on the coast.
180,000
160,000
140,000
No. Visitors
120,000
100,000
80,000
60,000
40,000
20,000
0
Byron Bay
East Gippsland
Corangamite
Moyne
Ballina
Coffs Harbour
Surf Coast
Eurobodalla
Walcha*
Mildura
1 Blue Mountains
Bass Coast
Bega Valley
Tweed Region
South Gippsland
Port Macquarie-Hastings
Port Stephens Region
Ballarat
North Grampians
Great Lakes*
Colac Otway
Warrnambool
Shoalhaven Region
Albury
Bendigo Region
Albury
Tourism
Monitor
International Overnight Visitors (Average 2000 - 2013) Contribution to Total Visitation - Albury
International Overnight Visitors
Contribution to Total Visitation - Albury
4.50%
4.24%
4.00%
3.50%
Key Highlight: The percentage
contribution of international visitors to
Albury was 3.28% in 2013, an increase
compared to 2012.
3.70%
3.66%
3.50%
3.61%
3.60%
3.28%
3.13%
No. Visitors
2.95%
2.94%
2.92%
3.00%
2.77%
2.76%
2.48%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
2000
2001
2002
2003
2004
2005
2006
2007
% International Visitors
2008
2009
2010
2011
2012
2013
Appendix 5 Economic Impact & Occupancy: Graphs
Graphs
Economy
• Estimated Contribution of Tourism to Sector Turnover (As at December 2013): Albury Wodonga
• Estimated Contribution of Tourism to Sector Employment (As at December 2013): Albury Wodonga
• Quarterly Accommodation Occupancy Rates - Albury
Albury
Tourism
Monitor
Albury
Tourism
Monitor
Estimated Contribution of Tourism to Sector Turnover (As at December 2013) Albury Wodonga
Estimated Contribution of Tourism to Sector Turnover
(As at December 2013) Albury
$160.00
$140.00
$120.00
$Million
$100.00
$80.00
$60.00
$40.00
$20.00
$0.00
Direct Tourism Contribution
Indirect Tourism Contribution
Accomm &
Food
Services
Retail trade
Manufacturin
g
Transport,
Postal &
Warehousing
Arts &
Recreation
Services
Education &
Training
Wholesale
Trade
Other
$132.14
$45.46
$16.10
$36.69
$9.23
$17.09
$7.81
$45.88
$11.10
$18.29
$49.02
$14.88
$2.42
$6.29
$13.95
$138.10
Albury
Tourism
Monitor
Estimated Contribution of Tourism to Sector Employment (As at December 2013) Albury Wodonga
Estimated Contribution of Tourism to Sector Employment (As at December 2013) Albury
1,200
1,076
1,000
No. Jobs
800
600
431
400
247
178
200
96
85
22
138
131
58
54
15
55
36
71
37
70
0
Accomm &
Dining
Direct Tourism Contribution
Indirect Tourism Contribution
Retail
trade
Transport
Administra Health
Arts &
Manufactu & Storage,
Education
tive &
Care &
Recreation
Wholesale
Social
ring
& Training Support
Services
Trade
Services Assistance
16 30
Rental,
Hiring &
Real
Estate
Services
1
34
6 20
Informatio
Finance &
n Media &
Insurance
Telecomm
Services
unications
43
Other
1,076
431
22
131
54
138
36
37
16
1
6
43
96
178
85
58
15
55
71
70
30
34
20
247
Albury
Tourism
Monitor
Quarterly Accommodation Occupancy Rates - Albury
Quarterly Accommodation Occupancy
Albury
80,000
70.0%
70,000
60.0%
60,000
50.0%
No. Visitors
50,000
40.0%
40,000
30.0%
30,000
20.0%
20,000
10.0%
10,000
0.0%
0
% Room Nights Occupied
Room Nights Occupied
Appendix 6 Data Interpretation
Data Sources
The primary base data used in this analysis has been sourced from the National Visitor Survey and International Visitor Survey
conducted by Tourism Research Australia. Further information was also sourced from the Department of Resources, Energy & Tourism,
REMPLAN - Compelling Economics and the Australian Bureau of Statistics - Tourism Satellite Account.
National Visitor Survey and the International Visitor Survey
The National Visitor Survey (NVS) and the International Visitor Survey (IVS) are quarterly surveys conducted by TRA. TRA is the major source
of information on the characteristics and travel patterns (demographics, travel behaviour, expenditure patterns etc.) of national and
international visitors.
Each year TRA surveys 40,000 international and 120,000 domestic tourists. The IVS is conducted by interviewing departing, short-term
international travellers over the age of 15 years who have visited Australia, while the NVS consists of telephone interviews.
Data denoting enquiries received by the Albury Visitor Information Centre (AVIC) is recorded daily by AVIC employees. Google Analytics
provides monthly data on the website usage of visitALBURYWODONGA.com to determine unique visitation to the website.
Albury
Tourism
Monitor
Albury
Tourism
Monitor
Appendix 6 Data Interpretation (cont)
Data Segmentation
In order to reflect regional tourism trends, the following metropolitan and urban NSW and Victorian Local Government Areas have been
removed from the graphs contained in this report:
Banyule
Bayside
Booroondara
Brimbank
Cardinia
Casey
Darebin
Frankston
Glen Eira
Greater Dandenong
Greater Geelong
Hobsons Bay
Hume
Kingston
Knox
Manningham
Ashfield
Auburn
Bankstown
Baulkham Hills
Blacktown
Botany Bay
Burwood
Camden
Campbelltown
Canada Bay
Canterbury
Fairfield
Gosford
Hawkesbury
Holroyd
Hornsby
Hunter’s Hill
Hurstville
Kogarah
Ku-ring-gai
Lane Cove
Leichardt
Liverpool
Lake Macquarie
Victoria
Maribyrnong
Maroondah
Melbourne
Melton
Monash
Moonee Valley
Moreland
Mornington Peninsula
New South Wales
Liverpool Plains
Manly
Marrickville
Mosman
Newcastle
North Sydney
Parramatta
Penrith
Pittwater
Randwick
Rockdale
Ryde
Nillumbik
Port Phillip
Stonnington
Whitehorse
Whittlesea
Wyndham
Yarra
Yarra Ranges
South Sydney
Strathfield
Sutherland Shire
Sydney
Warringah
Waverley
Willoughby
Wollongong
Woollahra
Wyong
Albury
Tourism
Monitor
Appendix 6 Data Interpretation (cont)
Data Reliability & Confidence Intervals
The NVS and IVS are capable of producing individual estimates of various visitor statistics for a specific location, each of which are subject
to sampling errors. There is a confidence interval associated with each estimate, which indicates the extent that this value may vary from the
true value.
Understanding these confidence intervals enables users to determine when a change between years is likely to be statistically significant
or when it is more likely to be the result of random variability in the data. These confidence intervals represent the maximum and minimum
point estimates within which 95% of all possible samples would fall. Readers of this report should consult and understand the tables below
before drawing any conclusions based on the data.
NVS – 95% Confidence Interval
IVS – 95% Confidence Interval
Appendix 6 Data Interpretation (cont)
In these tables, estimates below the dotted line have confidence intervals of less than 50%. Such estimates are closer to the values that
would be obtained if a census of the entire Australian population were conducted. In this report, any value with a confidence interval above
50% has been flagged with an asterisk, as this is the threshold above which TRA considers data unreliable.
For Example
The estimated number of overnight visitors to a particular state was 7,000,000. Looking at the Overnight Visitors column of the NVS table, this
estimate has a 95% confidence interval width of 5.5%. That is, there is a 5.5% chance that if the entire population were included in the survey
a figure within the range 7,000,000, plus or minus 5.5% (between 6,615,000 and 7,385,000) would have been obtained.
Albury
Tourism
Monitor