Tourism Futures Conference 2008

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Discover your edge © Roy Morgan Research Tourism Futures Conference 2008 Industry Survey Findings Summary Report – May 2008

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Tourism Futures Conference 2008. Industry Survey Findings Summary Report – May 2008. Methodology. Questionnaires were completed by individuals working in the Australian tourism industry. - PowerPoint PPT Presentation

Transcript of Tourism Futures Conference 2008

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© Roy Morgan Research

Tourism Futures Conference 2008

Industry Survey FindingsSummary Report – May 2008

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Methodology

Questionnaires were completed by individuals working in the

Australian tourism industry.

The survey was conducted online as a self-completion

questionnaire, with links to the survey distributed via email.

A total of 270 respondents completed the survey.

As an incentive to encourage participation, respondents were

offered the opportunity to be entered into a prize draw for a 2-night

holiday to Kingfisher Bay Resort.

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Sample Composition

Respondents belong to the following industry categories:

Tourism Operator (30%)

Local Government (12%)

University/TAFE/Other Academic (11%)

Regional or Local Tourism Organisation (8%)

State or Commonwealth Tourism Office (7%)

Other State Government Department (6%)

Industry Association (5%)

Consultant (5%)

Other Commonwealth Government Department (1%)

Other (15%)

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Sample Composition

Respondents lived in the following states and territories:

Queensland (29%)

New South Wales (27%)

Victoria (16%)

Western Australia (10%)

Tasmania (7%)

South Australia (5%)

Northern Territory (2%)

Australian Capital Territory (1%)

New Zealand (1%)

Other overseas country (1%)

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Key Findings

Top Five Challenges Facing the Australian Tourism Industry – Next Year

Challenges Percent

Increased mortgage costs/reduced disposable income 54%

Australia’s exchange rate 32%

The price of oil/fuel and the effect on airfares 29%

Training and staffing issues (including skills shortage) 24%

The price of oil/fuel and the effect on drive tourism 23%

Note: Figures include prompted responses only

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Key Findings

Top Five Challenges Facing the Australian Tourism Industry – Next 10 Years

Challenges Percent

Climate change/global warming 42%

The price of oil/fuel and the effect on airfares 39%

Need for product development and infrastructure in

regional areas

25%

Training and staffing issues (including skills shortage) 21%

Increased mortgage costs/reduced disposable income 20%

Note: Figures include prompted responses only

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Key Findings

Australia’s Top Five Competitive Advantages – Next Year

Competitive Advantages Percent

Stable and safe country 67%

Australia’s culture and friendly people 52%

Clean/green environment / natural/pristine beauty of

Australia

52%

Unique experience offered in Australia 47%

Australia’s status as a highly desirable destination 41%

Note: Figures include prompted responses only

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Key Findings

Australia’s Top Five Competitive Advantages – Next 10 Years

Competitive Advantages Percent

Stable and safe country 61%

Clean/green environment / natural/pristine beauty of

Australia

61%

Unique experience offered in Australia 50%

Diversity of product/experience 43%

Australia’s culture and friendly people 43%

Note: Figures include prompted responses only

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Key Findings

Australia’s Top Five Opportunities for Growth – Next Year

Opportunities for Growth Percent

Grey Nomads/Senior Tourism 39%

Ecotourism 36%

Domestic Tourism 33%

Special Events and Festivals 31%

Food and Wine Tourism 31%

Note: Figures include prompted responses only

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Key Findings

Australia’s Top Five Opportunities for Growth – Next 10 Years

Opportunities for Growth Percent

Grey Nomads/Senior Tourism 52%

Ecotourism 50%

Domestic Tourism 29%

Adventure Tourism 29%

Outback Tourism 28%

Note: Figures include prompted responses only

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Key Findings

Steps Taken towards Reducing Organisation’s Carbon Footprint

Action Percent

Commenced implementing measures to reduce

carbon footprint

42%

Development of strategy to reduce carbon footprint 33%

Ongoing monitoring of carbon footprint size 19%

Audit to determine size of carbon footprint 21%

Have not undertaken any steps 20%

Other 11%

Note: Multiple responses accepted

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Key FindingsEmployment Issues Organisation faced in the Last Year

Issue Percent

Lack of suitable/skilled candidates when hiring 47%

Lack of candidates (i.e. quantity) when hiring 42%

Staff losses due to better jobs/higher wages offered

elsewhere

38%

Required to pay higher salaries to secure new staff 31%

Other 5%

Have not experienced any difficulties hiring staff 12%

Have not needed to employ new staff 9%

Note: Multiple responses accepted

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Key Findings

Marketing Initiatives Australia should be undertaking to compete with Overseas Destinations

Promoting Australia’s uniqueness (76%)

Promoting Australia’s natural environment (74%)

Increasing co-ordination between government and private enterprise (46%)

Promoting Australia’s culture (44%)

Forming closer links and marketing co-operatively with New Zealand (36%)

Promoting iconic Australian brands/personalities (34%)

Forming closer links and marketing co-operatively with the South Pacific

(24%)

Other (4%)

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Comparisons by State

The remainder of this report compares survey responses across

respondents’ state of residence.

Due to sample size constraints, comparisons are limited to:

Queensland residents (n=78), and

Residents of New South Wales or Victoria (n=117).

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Comparisons by StateTop Five Challenges Facing the Australian Tourism Industry – Next Year

Queensland Residents NSW/Victorian Residents

Increased mortgage costs/ reduced

disposable income (51%)

Increased mortgage costs/ reduced

disposable income (53%)

Australia’s exchange rate (38%) Australia’s exchange rate (36%)

The price of oil/fuel and the effect on airfares

(34%)

World economy (26%)

The price of oil/fuel and the effect on drive

tourism (26%)

The price of oil/fuel and the effect on airfares

(25%)

Training and staffing issues including skills

shortage (19%)

The price of oil/fuel and the effect on drive

tourism (24%)

Note: Figures include prompted responses only

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Comparisons by State

Top Five Challenges Facing the Australian Tourism Industry – Next 10 Years

Note: Figures include prompted responses only

Queensland Residents NSW/Victorian Residents

Climate change/global warming (42%) Climate change/global warming (42%)

The price of oil/fuel and the effect on airfares

(32%)

The price of oil/fuel and the effect on airfares

(42%)

Increased mortgage costs/reduced disposable

income (25%)

Need for product development and

infrastructure in regional areas (24%)

Need for product development and

infrastructure in regional areas (23%)

Training and staffing issues including skills

shortage (21%)

Sustainability of tourism – social,

environmental, economic (19%)

Aging population (20%)

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Comparisons by State

Australia’s Top Five Competitive Advantages – Next Year

Note: Figures include prompted responses only

Queensland Residents NSW/Victorian Residents

Stable and safe country (69%) Stable and safe country (67%)

Australia’s culture and friendly people (58%) Australia’s culture and friendly people (48%)

Unique experience offered in Australia (55%) Our climate (46%)

Clean/green environment/ natural/pristine

beauty of Australia (49%)

Clean/green environment/ natural/pristine

beauty of Australia (46%)

Diversity of product/experience (41%) Unique experience offered in Australia (45%)

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Comparisons by State

Australia’s Top Five Competitive Advantages – Next 10 Years

Note: Figures include prompted responses only

Queensland Residents NSW/Victorian Residents

Stable and safe country (67%) Stable and safe country (63%)

Clean/green environment/ natural/pristine

beauty of Australia (59%)

Clean/green environment/ natural/pristine

beauty of Australia (57%)

Unique experience offered in Australia (58%) Unique experience offered in Australia (48%)

Diversity of product/experience (47%) Vastness of Australia/uncrowded (43%)

Australia’s culture and friendly people (44%) Diversity of product/experience (41%)

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Comparisons by State

Australia’s Top Five Opportunities for Growth – Next Year

Note: Figures include prompted responses only

Queensland Residents NSW/Victorian Residents

Grey Nomads/Senior Tourism (49%) Food and Wine Tourism (39%)

Ecotourism (37%) Grey Nomads/Senior Tourism (37%)

Reef-based Tourism (32%) Special Events and Festivals (33%)

Drive Tourism (28%) Backpackers (32%)

Domestic Tourism (27%) Domestic Tourism (31%)

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Comparisons by State

Australia’s Top Five Opportunities for Growth – Next 10 Years

Note: Figures include prompted responses only

Queensland Residents NSW/Victorian Residents

Ecotourism (56%) Grey Nomads/Senior Tourism (56%)

Grey Nomads/Senior Tourism (55%) Ecotourism (44%)

Adventure Tourism (29%) Business Events Tourism – MICE (32%)

Outback Tourism (28%) Domestic Tourism (30%)

Indigenous Tourism (28%) Adventure Tourism (30%)

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Comparisons by State

Steps Taken towards Reducing Organisation’s Carbon Footprint

Action QLD Residents NSW/VIC Residents

Audit to determine size of carbon footprint 19% 28%

Ongoing monitoring of carbon footprint size 14% 22%

Development of strategy to reduce carbon

footprint

30% 40%

Commenced implementing measures to

reduce carbon footprint

30% 51%

Have not undertaken any steps 9% 10%

Other 30% 12%

Note: Multiple responses accepted

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Comparisons by StateEmployment Issues Organisation faced in the Last Year

Note: Multiple responses accepted

Issue QLD Residents NSW/VIC Residents

Staff losses due to better jobs/higher wages

offered elsewhere

45% 32%

Lack of candidates (i.e. quantity) when hiring 39% 43%

Lack of suitable/skilled candidates when hiring 47% 46%

Required to pay higher salaries to secure new

staff

30% 27%

Other 6% 3%

Have not experienced any difficulties hiring

staff

16% 11%

Have not needed to employ new staff 6% 7%

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Comparisons by StateTop Five Marketing Initiatives Australia should be

undertaking to compete with Overseas Destinations

Queensland Residents NSW/Victorian Residents

Promoting Australia’s uniqueness (75%) Promoting Australia’s uniqueness (78%)

Promoting Australia’s natural environment

(75%)

Promoting Australia’s natural environment

(72%)

Increasing co-ordination between

government and private enterprise (43%)

Increasing co-ordination between

government and private enterprise (52%)

Promoting Australia’s culture (39%) Promoting Australia’s culture (46%)

Promoting iconic Australian brands/

personalities (36%)

Forming closer links and marketing

co-operatively with New Zealand (42%)

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© Roy Morgan Research

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