1 Definition: A nature based visitor participates in at least one of the following activities: bushwalking or rainforest walks; visit national parks or State parks; whale or dolphin watching; visit botanical or other public gardens; visit farms; go to the beach; visit wildlife parks, zoos or aquariums; and visit the outback (international visitors only). Note: a visitor may also participate in other activities. This activity list has some variations from the definition used by Tourism Research Australia. 2 Source: International Visitor Survey and National Visitor Survey, YE Sep 16, Tourism Research Australia. 3 International visitors who engaged in a nature based activity in Australia, not necessarily in NSW. This snapshot provides a profile of nature based1 visitors to New South Wales in the year ended (YE) September 2016.2 VISITOR MARKET SIZE AND EXPENDITURE In the YE Sep 16, the total number of International, Domestic overnight and Daytrip nature based visitors to NSW were 26.9 million. Of these, 11.7% were from Overseas, 41.5% were from the Domestic overnight market and 46.8% were Domestic Daytrip visitors. Nature based visitors accounted for 83.6% of International visitors3 to NSW, 38.4% of Domestic overnight visitors and 22.2% of Daytrip visitors to NSW. Nature based visitors stayed 119.7 million nights and spent $18.3 billion. International visitors stayed 2x longer than Domestic overnight visitors in terms of median length of stay and hence, the average spend per visitor for International visitors was almost 4x that of Domestic overnight visitors. In terms of average spend per night, Domestic overnight nature based visitors spent 77% more per night than International visitors. Table 1. Visitors, Nights and Expenditure Visitors Visitors (million) Nights (million) Average Length of Stay Median Length of Stay Total spend ($ billion) Spend per visitor Spend per night International 3.1 77.9 25 nights 6 nights 8.8 $2,790 $113 Domestic Overnight 11.2 41.8 4 nights 3 nights 8.3 $747 $200 Domestic Daytrip 12.6 - - - 1.1 $90 - TOTAL 26.9 119.7 18.3 $678 $152 Chart 1. Nature based Visitors to NSW Chart 2. Nature based Visitor Nights in NSW Nature Based Tourism to NSW Year Ended September 2016P a g e | 2 Chart 3. Nature based Visitor Expenditure in NSW In the YE Sep 16, total nature based visitors, nights and expenditure to NSW increased by 9.6%, 6.0% and 12.4% respectively on YE Sep 15. International visitor spend increased the highest (+16%), followed by Domestic overnight spend (+10%). Compared to YE Sep 12, total nature based visitors, nights and expenditure to NSW grew by 40.9%, 27.9% and 42.9% respectively. In terms of visitors, the number of Domestic day trip visitors grew the most over the five-year period (+45%), followed by International visitors (+42%) and Domestic overnight visitors (+37%). In terms of expenditure, International visitor spend recorded the highest growth (+52%), followed by Domestic overnight spend (+37%). NATURE BASED ACTIVITIES Table 2. Top Activities Share of International visitors Share of Domestic Overnight visitors Share of Domestic Daytrip visitors Go to the beach 85.4% 64.5% 53.8% Visit national parks / state parks 65.1% 24.7% 25.9% Visit botanical or other public gardens 56.0% 12.1% 13.3% Visit wildlife parks / zoos / aquariums 50.3% 5.2% 4.0% Bushwalking / rainforest walks 33.8% 27.7% 24.6% Visit farms 15.1% 5.0% 3.0% Go whale or dolphin watching 13.0% 1.9% np Visit the outback (2005-2015) 2.9% In the YE Sep 16, ‘Go to the beach’ was the most popular activity undertaken by International nature based visitors (85.4%), Domestic overnight nature based visitors (64.5%) and Domestic daytrip nature based visitors (53.8%) to NSW. The activity ‘Go to the beach’ was most popular with the youth segment (15 to 29 years) of International nature based visitors (37.6%), Domestic overnight nature based visitors (26.0%) and Domestic daytrip nature based visitors (31.5%) to NSW. ‘Visit national parks/state’ (65.1%) and ‘Visit botanical or other public gardens’ (56.0%) were the other top 2 popular nature based activities undertaken by International visitors. ‘Bushwalking/rainforest’ and ‘Visit national parks / state parks’ were the other top 2 popular nature based activities undertaken by Domestic overnight (27.7% and 24.7%) and Domestic daytrip (24.6% and 25.9%) nature based visitors to NSW. In the last 5 years, ‘Go the beach’ was the most popular activity undertaken by International nature based visitors, Domestic overnight and daytrip nature based visitors to NSW remained the same.P a g e | 3 SOURCE MARKETS Table 3. Source Markets for International Nature based Visitors Visitors Nights ALOS (‘000) % Share (‘000) % nights 1 China 602.5 19.2% 13,796.3 17.7% 22.9 2 USA 359.9 11.4% 4,829.8 6.2% 13.4 3 UK 336.0 10.7% 7,678.8 9.9% 22.9 4 New Zealand 226.9 7.2% 3,131.4 4.0% 13.8 5 Korea 182.7 5.8% 5,760.5 7.4% 31.5 Other Asia markets 721.4 22.9% 21,913.1 28.1% 30.4 Other European markets 457.9 14.6% 12,329.0 15.8% 26.9 All other countries 257.7 8.2% 8,506.7 10.9% 33.0 Total 3,145.0 100% 77,945.6 100% 24.8 Table 4. Top Origin for Domestic Overnight and Daytrip visitors Share of Domestic Overnight visitors Share of Domestic Daytrip visitors Sydney 35.0% 55.3% Regional NSW 30.7% 33.9% Total Intrastate 65.7% 89.2% Total Interstate 34.3% 10.8% Total 100.0% 100.0% In the YE Sep 2016, China (19.2%) was the largest source of International nature based visitors to the State, followed by USA (11.4%) and UK (10.7%). Over 90% of Chinese visitors to NSW participated in nature based activities during their trip. Compared to YE Sep 15, the nature based visitors to NSW grew by 14.5%. Over the same period, China, USA and Korea grew by 23.7%, 24.2% and 27.5%, respectively. China (17.7%) was also the largest source market in terms of International nature based visitor nights in the State, followed by UK (9.9%) and Korea (7.4%). International nature based visitors stayed an average of 24.8 nights in NSW. Since YE Sep 2012, China had been the largest source market of International nature based visitors to NSW and also the largest contributor to visitor nights in NSW. In the YE Sep 16, Sydney was the largest source of Domestic overnight nature based visitors (35.0%) and Domestic daytrip nature based visitors (55.3%) to the state. A third of Sydney residents who visited NSW participated in nature based activities in the State. In the last 5 years, Sydney has been the largest source of Domestic overnight and daytrip nature based visitors to NSW. AGE GROUPS Table 5. Age Groups Share of International visitors Share of Domestic Overnight visitors Share of Domestic Daytrip visitors 15-29 35.6% 25.3% 30.4% 30-39 18.2% 17.8% 18.5% 40-49 13.2% 17.9% 18.2% 50-59 15.0% 18.0% 15.9% 60+ 18.0% 21.0% 17.1% In the YE Sep 16, the youth market (15-29 years) was the largest age group among International nature based visitors (35.6%), Domestic overnight nature based visitors (25.3%), and Domestic daytrip nature based visitors (30.4%) to NSW. In the last 5 years, the youth market has been the largest age group of International Nature based visitors, Domestic overnight nature based visitors, and Domestic daytrip nature based visitors to NSW.P a g e | 4 TRAVEL PARTY Table 6. Most Common Travel Party Share of International visitors Share of Domestic Overnight visitors Alone 46.3% 17.4% Adult Couple 22.9% 28.3% Family Group 13.6% 24.3% Friends or relatives 14.3% 27.3% Other 3.0% 2.6% In the YE Sep 16, International nature based visitors to NSW mostly travelled ‘Alone’ (46.3%), followed by travel by ‘Adult couple’ (22.9%). Amongst Domestic overnight nature based visitors, ‘Adult Couple’ was the most common travel party (28.3%), closely followed by travelling with ‘Friends or relatives’ (27.3%). In the last 5 years, travelling ‘Alone’ has been the most common travel party amongst International nature based visitors to NSW. From YE Sep 2012 to YE Sep 2014, ‘Family group’ was the most common travel party amongst Domestic overnight nature based visitors. Since YE Sep 2015, ‘Adult couple’ took the first place and became the top travel party for Domestic overnight nature based visitors. DESTINATION Table 7. Tourism Regions Visited in NSW Share of International visitors Share of Domestic Overnight visitors Share of Domestic Daytrip visitors Sydney 93.7% 19.5% 28.6% North Coast NSW 9.8% 26.4% 15.3% Hunter 4.5% 10.4% 11.2% South Coast 4.1% 19.0% 19.7% Blue Mountains 3.4% 4.6% 10.4% Central Coast 1.4% 6.2% 6.0% Central NSW 1.2% 4.2% np New England North West 0.9% 2.6% np Riverina 0.8% 1.1% np Capital Country 0.7% 3.1% 3.2% The Murray 0.6% 2.0% np Snowy Mountains 0.6% 3.2% np Outback NSW 0.3% 1.1% np In the YE Sep 2016, ‘Sydney’ was the most visited region in NSW by International nature based visitors (93.7%) and Domestic daytrip nature based visitors (28.6%), while ‘North Coast’ was the most visited region in NSW (26.4%) by Domestic overnight nature based visitors. Sydney dominated the destination choice of International nature based visitors and Domestic daytrip nature based visitors to NSW in the past 5 years. The North Coast dominated the destination choice of Domestic overnight nature based visitors to NSW in the past 5 years.P a g e | 5 ACCOMMODATION Chart 4. Most Popular Accommodation type for International Visitors Chart 5. Most popular Accommodation type for Domestic Overnight Visitors In the YE Sep 2016, ‘Rented house/apartment/flat or unit’ (44.5%) was the most popular accommodation type used by International nature based visitors in NSW. ‘Friends or relatives property’ (27.0%) was the 2nd most popular, followed by ‘Backpacker or hostel’ (5.2%), ‘Standard hotel/motor inn (below 4 star)’ (4.4%) and ‘Homestay’ (3.8%). Since YE Sep 2012, ‘Rented house/apartment/flat or unit’ has been the most popular accommodation type used by International nature based visitors to NSW. In the YE Sep 2016, ‘Friends or relatives property’ (31.4%) was the most popular accommodation type used by Domestic overnight nature based visitor in NSW. ‘Hotel/resort/motel or motor Inn’ (18.6%) was the 2nd most popular, followed by ‘Caravan park or commercial camping ground’ (18.3%). Since YE Sep 2012, ‘Friends or relatives property’ has been the most popular accommodation type, used by Domestic overnight nature based visitors to NSW. SEASONALITY Chart 6. Seasonality of Domestic Overnight Natured based Visitors In the YE Sep 16, over 1/8 of Domestic overnight nature based visitors to NSW returned from their trip in January, while June (5.3%) had the lowest percentage of those who returned from their trip. In the last 5 years, January has been the most popular month among Domestic overnight nature based visitors to NSW for returning to their trip. Months with the lowest percentage of those returned from their trip varied among May, June and August. MORE INFORMATION For more information and statistics about tourism in NSW, see the Tourism – Facts & Figures page on the Destination NSW Corporate website at http://www.destinationnsw.com.au/.