Lander & Rogers' Sports Business Group is the leading sports law practice in Australia, representing over 150 national and international sporting bodies. Our clients include international…read more
40% of Australians plan a holiday in NSW
When asked to nominate the Australian states they’d like to visit on holiday within the next two years, 40.7% of the population name NSW as a potential destination.
Although a slightly lower proportion than the same time last year, when 41.9% named NSW among their preferred states for a holiday, the newly released findings from Roy Morgan Research are encouraging for regional NSW.
With the decline in interest based upon fewer people being interested in visiting Sydney, Roy Morgan Research suggest that the interest in regional destinations bodes well for Destination NSW’s recent announcement to promote tourism to regional destinations through six major regional ‘Destination Networks’: Riverina Murray, Southern NSW (including Snowy Mountains and Far South Coast), North Coast (from Mid-Coast to Tweed Heads), Country and Outback, Sydney Surrounds – North (including Blue Mountains, Central Coast and Hunter Valley), and Sydney Surrounds – South (including Southern Highlands, Wollongong and Shoalhaven).
Of these six regions, preference for the Murray Riverina, Southern NSW, North Coast, Sydney Surrounds – North and Sydney Surrounds – South as potential holiday destinations has seen a moderate year-on-year growth, while interest in the Country and Outback region is stable.
NSW destination preference: regional and Sydney, 2015 vs 2016
Source: Roy Morgan Single Source (Australia), April 2014 to March 2015 (n=15,913) and April 2015 to March 2016 (n=15,074). Base: Australians 14+
Suggesting that the major goal of any regional tourism initiative is to boost local economies by attracting visitors with healthy spending power, Roy Morgan Research identify that Southern NSW tops the list for high-yield tourists, with 31.7% of Australian holiday-goers who’d like to visit the region spending at least $200 per person per night on their last trip.
Tourists interested in the NSW North Coast are also a high-value group (27.9% of them spent $200+ per night on their last holiday); just ahead of those with a preference for Sydney Surrounds - North (27.2%).
The Murray Riverina (23.3%) is the least likely of the new Destination Networks to be on the radar of big-spending holiday-goers.
Commenting on the findings, Angela Smith, Group Account Director, Roy Morgan Research, stated “(the) new Destination Networks have been developed to grow the state’s regional tourism sector, attracting more visitors and thereby increasing economic activity throughout NSW.
“And the future looks bright, (our) data shows that more Australians are keen to visit most of these regions than they were this time last year.
“Of course, big-spending visitors are particularly valuable for regional economies, and as described above, the data from Roy Morgan’s Holiday Tracking Study shows that some Destination Networks are especially likely to appeal to this kind of traveller.
“Furthermore, our data makes it possible for tourism operators and destination marketers to pinpoint even more precisely the chances of their region attracting these high-yield visitors and also whether these visitors are more likely to be from intra- or interstate.
“For example, 35.2% of NSW residents who’d like to visit Southern NSW in the near future spent $200+ per person per night on their last holiday compared with 25.5% of holiday-goers from elsewhere in Australia with a preference for the region. This would suggest that industry players in Southern NSW would be wise to develop intrastate-specific marketing campaigns for maximum return."
Main image: Kayaking at Jervis Bay on the NSW South Coast, courtesy of Jervis Bay Tourism.
22nd July 2016 - NSW SOUTH COAST MARKETING CAMPAIGN WINS PATA ACCOLADE
6th June 2016 - TOP DOMESTIC DESTINATIONS IN AUSTRALIAN GOLF TOURISM
27th March 2016 - NO HOLIDAY PLANS FOR 3.6 MILLION AUSTRALIANS
3rd February 2016 - MASSIVE GROWTH IN BUSHWALKING AS ‘GREEN EXERCISE’ AND HOLIDAY ACTIVITY
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Pico is a global leader in Total Brand Activation. We specialise in engaging people, creating experiences and activating brands. Leveraging a track record in experience design that spans half a…read more
Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…read more
Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…read more
INTRODUCTION Abel Sports is Australia’s leading manufacturer and suppliers of Goal Posts, sports ground safety netting systems and coaches boxes for Stadiums ,Sports Clubs, Councils and…read more
Fitness On Demand™ is a market-leading developer of virtual group fitness products. Our innovative video delivery systems offer robust content and a simple-to-use, comprehensive web app. Fitness…read more
Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…read more
With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!