QTIC State of Play Seminar Domestic Market Thursday 5th October 2006 IAN MITCHELL TOURISM QUEENSLAND

1
QTIC State of Play Seminar Domestic
MarketThursday 5th October 2006IAN MITCHELL
TOURISM QUEENSLAND
2
Townsville

• Visitors Visitor Nights
• Purpose of Visit
• Source of Domestic Visitors

3
Townsville Visitors Visitor Nights
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
International Visitor Survey, Year Ended March
2006
4
Townsville Visitors Visitor Nights by Purpose
of Visit Year Ending March 2006
5
Source of Domestic Visitors to the Townsville
Year Ending March 2006
6
Five broad trends

• Australians are taking fewer domestic trips
• Tourism is loosing its share of wallet
• The appeal of domestic is declining relative to
  Outbound
• Decline in domestic travel is being driven by the
  major population basins of NSW and VIC
• Decline in drive travel (LCC and fuel price
  impact)

• No one single factor driving the recent decline
  in Australian domestic leisure travel

7
Queenslands Performance

• Total Visitor Nights
• Holiday Visitor Nights
• VFR Visitor Nights
• Business Visitor Nights
• Market Share of Commercial Accommodation

8
QLD Visitor Nights Index
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
9
QLD Holiday Visitor Nights Index
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
10
QLD Business Visitor Nights Index
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
11
QLD VFR Visitor Nights Index
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
12
Market Share of Nights in Commercial Accommodation
13
Townsville Commercial Accommodation
14
Domestic Market

• Intrastate Interstate
• Drive Market by Origin
• Leisure Air by Origin
• Household Income Visitor Nights
• Household Income Age Groups

15
Intrastate Interstate
16
Drive Market Visitor Nights in QLD by Origin
17
QLD Drive Visitor Nights Petrol Prices
18
Leisure Visitor Nights in QLD by Air Travel
19
Domestic Visitor Nights Household Income
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
20
Growth in Domestic Visitor Nights by Age Groups
Source Tourism Research Australia - National
Visitor Survey, Year Ended March 2006
21
Growth in Outbound Visitor Nights by Age Groups
22
Sydney Melbourne Markets

• Australia Vs Overseas
• Outbound Destinations

23
Sydney Melbourne Travel Behaviour Australia
Overseas
There has been recent growth into Queensland from
Melbourne
Source Tourism Research Australia - National
Visitor Survey, Year Ended December 2005
24
Outbound activity exchange rates
25
AAGR of Outbound Departures (YE Jul 2003 to YE
Jul 2006)
26
Overseas Departures from
Melbourne Sydney

• Top 10 Destinations Growth Last 2 Years
• 1. New Zealand 3.5
• 2. USA 26.2
• 3. UK 13.8
• 4. China 51.8
• 5. Thailand 50.4
• 6. Fiji 13.9
• 7. Hong Kong 29.8
• 8. Singapore 23.5
• 9. Indonesia -25.8
• 10. Vietnam 22.0

Source Australian Bureau of Statistics, Overseas
Arrivals and Departures
27
Digital Environment

• Of those Australians who went on a holiday in the
  last 12 months, 18 used internet to make their
  booking. For those that came to QLD the figure
  rises to 22.
• At the end of the June quarter 2006, there were
  almost 6 million Internet subscribers in
  Australia, of which almost 5.1 million household
  subscribers.
• Non dial-up subscribers increased from almost 1.7
  million at the end of March 2005 to over 3.1
  million at the end of June 2006.
• Non dial-up subscribers represented 53 of total
  Internet subscribers in Australia at the end of
  June 2006 compared with 31 at the end of March
  2005.
• There were over 3.1 million broadband subscribers
  at the end of June 2006, of which 2.6 million
  were households.

Source Australian Bureau of Statistics, Internet
Activity, Australia, June 2006 Roy Morgan
Researchs Holiday Tracking Service
28
Our Business - Marketing

• PRIORITY AREAS Domestic Markets
• Implementation of effective destination and whole
  of state campaigns including seasonal campaigns.
• Digital Online Content Strategy - Moving our
  content from good to great a focus on relevant
  content of the highest quality.
• Online Site Strategy - More engaging applications
  such as decision support and the travel bag,
  increased conversion rate and increased leads to
  operators.

29
Our Business - Marketing

• PRIORITY AREAS Domestic Markets
• Online Traffic Strategy - Build on the success of
  the cooperative campaigns getting increased
  industry funding. Trail new digital media like
  Digital TV, mobile and other portable mediums.
• Expansion of media and publicity for Queensland.
• Leverage National leave program.

30
Townsville

• Implementation of a brand refresh for the region.
• Development of co-operative marketing initiatives
  for industry participation to strengthen the
  regions brand.
• To enhance and support the 'Great Tropical
  Drives' initiatives and to ensure the alignment
  of this project with the marketing of the
  Townsville region.
• Work with the new product on Magnetic Island to
  market it towards its target market.
• TQ generated Publicity value 05/06 13m