The value of the Visitor Economy

Eyre Peninsula Sean Keenihan

THE EYRE

PENINSULA VISITOR

ECONOMY

VALUE

STATE

INSIGHTS

REGIONAL

INSIGHTS ROLES

AGENDA

3000 JOBS

12.4% EMPLOYMENT

616 BUSINESSES

Cafes, restaurants and takeaway food services (120 full time and 260 part time).

Retail trade (170 full time and 190 part time employed persons).

Accommodation (130 full time and 150 part time employed persons).

$29M ACCOMODATION

$16M RETAIL TRADE

9.5% TOTAL ECONOMY GRP TERMS.

ABOVE 5.9% AVG FOR SA

The tourism industries that generated the highest economic benefit to Eyre Peninsula in 2013-14 in direct GRP

INTERNATIONAL | TRIPS TO AUSTRALIA (MILLIONS)

Growth in international visitors to Australia is strong

4.0

4.5

5.0

5.5

6.0

6.5

7.0

7.5

8.0

Oct 0

5

Oct 06

Oct 0

7

Oct 0

8

Oct 0

9

Oct 1

0

Oct 1

1

Oct 1

2

Oct 1

3

Oct 1

4

Oct 1

5

SA JOBS

32,000

36,000

41,000

$5.4B

$6.3B

$8.0B

SA TOTAL EXPENDITURE

2015 2017 2020 2015 2017 2020

The Full Potential was developed in 2011 and assumes: • Marketing $ are available • Economic conditions support travel to and within Australia • Industry operates at full potential

EXPENDITURE UP GROWN BY 1,000 JOBS GROWTH : 60.5% EXPENDITURE : $16.1M

CONFIDENCE : VALUED $1B EXPENDITURE : $144.8M EXPENDITURE : $50M NEW

GROWTH FROM INDIA REPUTATION

We have cause for cautious optimism around the 2020 full potential target

CONSUMER INSIGHTS

The Eyre Peninsula offering sits well with a growing number of consumers. Those consumers are telling us that they want more, high quality city + coastal experiences. The EP offering is a package where adrenalin and nature meet enveloped by a beautiful coastal, aquatic and seafood offering.

SA EXPENDITURE BY PURPOSE | 2015, 17, 20

960M

437M

1.124B

2.563B

308M

1.128B

513M

1.322B

3.013B

380M

1.424B

648M

1.168B

3.803B

514M

Business 18%

Other 8%

VFR 21%

Holiday 47%

Education 6%

BUSINESS OTHER VFR HOLIDAY EDUCATION

We expect the growth to come mainly from increased leisure visitation to SA but business visits are also important contributors.

ADELAIDE |YEARS 2015,17,20 ($BILLION)

295

392

164

84 108

283

184

112

243

314

372

558

223

81 145

417

247

136

348 369

457

683

273

99

177

511

302

168

427 452

L’COAST F’PENIN BAROSSA CLARE ADL HILLS EYRE PEN YORK PEN KI R’MURRY FLIND/OUT

REGIONS | YEARS 2015, 17, 20 ($MILLIONS)

2.9

3.6

4.5

While 54% of visitor expenditure will be in Adelaide, approximately 46% will be in regional SA – far in excess of the 23% of SA population that live in regions.

EYRE PENINSULA | YEARS 2015, 17, 20 ($MILLIONS)

$283m

$417m

$511m

Growing interstate markets

Growing inbound markets, especially

Asia

Seafood and wildlife experiences

For the Eyre Peninsula it’s an exciting story with assessed Full Potential growth of 228M. This will be driven by growth in out-of-state markets and compelling visitor experiences

Other SA 39%

Adelaide 36%

VIC 9%

WA 5%

NSW 5%

QLD 3%

Other States 2%

Other 7%

Other Europe 22%

United Kingdom 16%

Germany 15%

New Zealand 13%

North America 11%

Other Asia 9%

France 7%

36% of domestic overnight visitors originate from Adelaide with 39% coming from other intrastate regions.

53% of International visitors originated from Europe, with the UK 16%, Germany 15% leading the way

ORIGIN – EYRE PENINSULA

Private vehicle or company car, 32%

Aircraft, 29%

Self-drive motorhome or

campervan, 17%

Rental car, 18%

Other, 9% Private vehicle or company car, 78%

Aircraft, 12%

Not stated/not asked, 4%

Bus/Coach/Rental Car, 3%

Other, 3%

MODE OF TRANSPORT - EYRE PENINSULA

Unaccompanied Traveller

58% Adult Couple

22%

Friends/ Relatives

14%

Other 6%

Adult Couple 29%

Alone 19% Family

22%

Friends/ Relatives

13%

Business 9%

Other 8%

TYPE OF TRAVELLER - EYRE PENINSULA

21%

25%

13%

16% 15%

9%

13%

17% 18% 18%

17% 18%

15-24 25-34 35-44 45-54 55-64 65+

28%

17%

13%

19%

10% 12%

25%

20%

15%

27%

10%

3%

1 2 3 4-7 8-14 15+

AGE OF VISITOR - EYRE PENINSULA

LENGTH OF VISIT - EYRE PENINSULA

International visitors prefer to stay one night compared to the domestic visitor who peaks at between 4-7 nights.

International tourist peak in the 25-34 age group compared to domestic visitors who are consistent across all demographics.

Friends or relatives property

30%

Hotel, resort,

motel or motor Inn

28%

Caravan or camping

25%

Rented house,

apartment, flat or unit

10%

Other 9%

Own property

3% Other 3%

Caravan Camping 51%

Hotels and similar

accommodation 21%

Friends or relatives

property 14%

Backpacker or hostel 11%

ACCOMODATION USED - EYRE PENINSULA

83% of Accommodation for domestic visitors is split between staying with friends, in a hotel/motel or caravan and camping.

51% of International visitors prefer accommodation based around caravan and camping.

SATC DEMAND + LEADERSHIP

LOCAL GOV’T

SUPPLY ENABLER AND INFLUENCER

INDUSTRY DELIVER

Direct to consumer Research and Insights for industry Aviation and access Leadership across government and industry

Visitor experience front of mind in decision making Broaden community understanding and acceptance of visitor economy importance Strategic asset / program investment to realise full value Collaborate with the SATC, industry and others for consumer focused high quality offering

Directly deliver the experiences

SATC DEMAND + LEADERSHIP

Direct to consumer Research and Insights for industry Aviation and access Leadership across government and industry

How SATC is supporting the visitor economy in the Eyre Peninsula: • Tourism Australia Coastal and Aquatic partnership, including Virtual Reality (VR) footage in Pt Lincoln • Marketing the Eyre Peninsula to consumers • In 2015 FY $6.7m ASR value of PR activities • Working across government for licensing for shark cage diving • Whyalla opportunity identification • Touring Routes promotion, including the Seafood Frontier • Famils, including Chinese Student Leaders and Sunrise Crew among others

SATC DEMAND + LEADERSHIP

Visitor experience front of mind in decision making Broaden community understanding and acceptance of visitor economy importance Strategic asset / program investment to realise full value Collaborate with the SATC, Regional Tourism Organisation, industry and others for consumer focused high quality offering

LOCAL GOV’T

SUPPLY ENABLER AND INFLUENCER

THANKS. QUESTIONS.

FOR MORE REGIONAL INSIGHTS VISIT TOURISMSA.GOV.AU