Queensland The Interstate Wanderlust AN EXPLORATION OF SELLING

Australian interstate travel is on the rise… A record 6. 8% rise in the

The rise of domestic adventure… Source: https: //cdn-teq. queensland. com/~/media/104 cc 2 b 01

Western Australia – Discover Extraordinary A TOURISM BOOM, WITH A TWIST FOR ADVENTURE, SEE’S

Holiday Visits – Sustainable growth Western Australia has seen a strong growth in interstate

Interstate travel – Outdoor exploration Whilst looking at WA statistics suggests that the state

WESTERN AUSTRALIA’S TOURIST PUSH IS BACKED BY A THRIVING OUTDOOR AND ADVENTURE SCENE, WITH

Targeting the Queenslander Family Why The Adventurist Family? • Generation X Mums and Dads

Families VS The Average – QLD Desires 21% • More likely to visit for

WHAT DOES THIS MEAN? WESTERN AUSTRALIA, WITH ITS INCREASING GROWTH IN ADVENTURIST TOURISM, OFFERS

South Australia continues to improve its tourism sector, and Queensland families are noticing SA’s

77% Queensland Families – Trends and Attitudes Home is where the heart is… •

Average flight from Brisbane to Perth (1 way) Selling SA – Money savvy travel

QUEENSLAND FAMILIES ARE SAVVY TRAVELLERS, THEY LIKE TO SAVE MONEY, BUT STILL HAVE A

Slides: 15

Download presentation

Queensland – The Interstate Wanderlust AN EXPLORATION OF SELLING WESTERN AND SOUTH AUSTRALIA TO THE AVERAGE QUEENSLAND FAMILY

Australian interstate travel is on the rise… A record 6. 8% rise in the year ending 2016 takes Australians travelling interstate up a high of 88. 9 million visitors. The holiday sector increased by 9. 8% and is the nation's largest domestic tourism sector. *It may be due to sustained consumer confidence, decreased unemployment rates and sustained low Australian dollar Source: https: //cdn-teq. queensland. com/~/media/104 cc 2 b 01 a 9 c 453893 b 82 a 438 e 0 b 8724. ashx? vs=1&d=20160914 T 101913 Overall visitor nights also increased, growing 4. 8% nationally to total 328. 4 million nights.

The rise of domestic adventure… Source: https: //cdn-teq. queensland. com/~/media/104 cc 2 b 01 a 9 c 453893 b 82 a 438 e 0 b 8724. ashx? vs=1&d=20160914 T 101913

Western Australia – Discover Extraordinary A TOURISM BOOM, WITH A TWIST FOR ADVENTURE, SEE’S THE STRONGEST YEAR YET IN TERMS OF INTERSTATE HOLIDAY TRAVELLERS VISITING THE LARGEST STATE IN AUSTRALIA

Holiday Visits – Sustainable growth Western Australia has seen a strong growth in interstate visitors over the past year, particularly in the Holiday visitor market. With a large push in increasing tourism demand from the westerly state, Perth and its surrounding districts continue to show strong numbers, including 1. 454 million annual visitors, up 17. 9% and contributing 5% of the national interstate travel numbers. Visitor nights are up, averaging 8. 6 nights, an increase of 15%. Whilst most interestingly, Queensland accounts for 18% of interstate visitors, showing a strong partnership despite the large distance between them. Holidaying and visiting friends/relatives also played a large contribution to the interstate numbers, accounting for 38%, showing largest YOY growth at 34%. Source: http: //www. tourism. wa. gov. au/Publications%20 Library/Research%20 a nd%20 reports/Fast%20 Facts%20 YE%20 June%202016. pdf

Interstate travel – Outdoor exploration Whilst looking at WA statistics suggests that the state has popular outdoor and cultural activity offerings The most popular activities for interstate trips revolved heavily around outdoor adventure and active, cultural based activities. Going to the beach (up 14%), Bushwalking (up 13%) and visiting public and botanical gardens (up 26%) were some of the most popular and highest increasing activities for interstate travellers to participate in. This aligns strongly with WA statistics, showing outdoor activities are amongst the most frequented and visited activities in the entire state. Source: http: //www. tourism. wa. gov. au/Publications%20 Library/Research%20 and%20 rep orts/WA%20 Overnight%20 Visitor%20 Factsheet%20 YE%20 Dec%202014. pdf; http: //www. tra. gov. au/documents/nvs/NVS_onepager_June-2016. pdf Australian Statistics of the most popular activities when going interstate

WESTERN AUSTRALIA’S TOURIST PUSH IS BACKED BY A THRIVING OUTDOOR AND ADVENTURE SCENE, WITH EXPLORATION, CAMPING, AND TOP QUALITY BEACHES PROVIDING A TOURIST BOOM FOR INTERSTATE TRAVELLERS SEEKING A GETAWAY ADVENTURE BUT IS THAT WHAT QUEENSLAND FAMILIES LOOK FOR? . .

Targeting the Queenslander Family Why The Adventurist Family? • Generation X Mums and Dads are the more likely to holiday in Western Australia than any other generation 71% The Patriotic Bunch • Generation X are more likely to holiday within Australia (71%) as opposed to travelling overseas (29%) Growth Gen X love the Outdoors • Future domestics trends show that WA will continue to be a popular destination for Generation X, with continued growth forecasted Source: http: //www. suncorpbank. com. au/sites/default/files/fm/news_and_media/2014/Suncorp_Bank_Holiday_Habits_Report. pdf

Families VS The Average – QLD Desires 21% • More likely to visit for sporting purposes 10% • More likely than the average Queenslander to go on an adventure holiday or outdoor experience 10% Source: emma™ conducted by Ipsos Media. CT, 12 months ending June 2016, All people 14+. • More likely to stay near the beach apposed to any other vacation option

WHAT DOES THIS MEAN? WESTERN AUSTRALIA, WITH ITS INCREASING GROWTH IN ADVENTURIST TOURISM, OFFERS WHAT QUEENSLAND FAMILIES DESIRE WHEN CHOOSING TO HOLIDAY INTERSTATE.

South Australia – The Cheaper Option

South Australia continues to improve its tourism sector, and Queensland families are noticing SA’s Interstate visitors totalled 2. 1 million. An increase of 5. 3% YOY Queenslanders contribute as the third largest sector, totalling 882, 000 visitors to SA. Another increase from last years numbers. Regional SA, with the Great Australian Bight, and Adelaide continue to be the biggest tourist destinations SA as a holiday destination continues to grow, up 4. 4%. 41% of visitors visit for a holiday; 32% to visit family Source: http: //tourism. sa. gov. au/assets/documents/Research%20 and%20 Reports/NVS_June_2016. pdf; http: //tourism. sa. gov. au/assets/documents/NVS_infographic_final 2. JPG

77% Queensland Families – Trends and Attitudes Home is where the heart is… • The trend for Queensland families to holiday within Australia is on the rise 70% The savvy traveller • Gen X Mums and Dads spend the least amount of their annual money on holidays; stating they only spend between 1 -10% of yearly income. 28% Travel Costs – Expensive for a Family • Compared with spending on accommodation, food, drink, experiences, and shopping, flights and transport costs take up the most amount of money set aside for family vacations. Source: http: //www. suncorpbank. com. au/sites/default/files/fm/news_and_media/2014/S uncorp_Bank_Holiday_Habits_Report. pdf

Average flight from Brisbane to Perth (1 way) Selling SA – Money savvy travel destination 28% of all Queensland families’ holiday money is spent on travel and transport costs alone. And considering Gen X families in QLD spend the least amount of their income on holidays (1 -10%), this greatly reduces the available money set aside for expenditure on accommodation, food, experiences and shopping. Source: http: //www. suncorpbank. com. au/sites/default/files/fm/news_and_media/2014/ Suncorp_Bank_Holiday_Habits_Report. pdf Average flight from Brisbane to Adelaide (1 way)

QUEENSLAND FAMILIES ARE SAVVY TRAVELLERS, THEY LIKE TO SAVE MONEY, BUT STILL HAVE A GOOD TIME. BY HIGHLIGHTING SOUTH AUSTRALIA AS A GREAT DESTINATION WITHOUT BREAKING THE BANK, IT COULD APPEAL TO THE MONEY-SAVING AVERAGE QUEENSLAND FAMILY THAT ALREADY HAVE AN AFFILIATION WITH THE STATE.