Snapshots, Edition 11, September 2007.pdf - Hastings Council

EDITION ELEVEN
SEPTEMBER 2007
Snapshots
A PUBLICATION ON ECONOMIC DEVELOPMENT IN THE GREATER PORT MACQUARIE REGION
Phone 02 6581 8111
Fax 02 6581 8107
Email council@pmhc.nsw.gov.au
Website www.pmhc.nsw.gov.au
Address PO Box 84, Port Macquarie NSW 2444
Cnr Lord & Burrawan Streets

FORETHOUGHT
Ideas, Trends and Practices on the Business Horizon
A profound change is coming our way. It will affect growth, profits, customer bases and workforces. And it
is one from which businesses can either lose or profit. It is hoped that this article will assist Port
Macquarie-Hastings’ businesses to profit from these changes. The following is a summary of a presentation
provided to the Economic Development Board by Chris Cormack, Group Managing Director, Senioragency
Australia (www.senioragency.com.au)
In Port Macquarie-Hastings there are more than 5,000 people or 12.2% of the population between the age of 55 and 64 (3%
higher than the national average). There are 9000 people aged 65 years or older, which is 23.5% of the population (twice the
national rate). This means that currently one in every three people is over 55, representing a significant commercial opportunity.
The future
Locally the number of residents aged 55+ is expected to increase by around 210% to 42,000 people by 2020. This group have
money and they want to spend it with you. The world’s biggest advertisers are saying – IGNORE THEM AT YOUR PERIL!
In industrial countries, between 1990 and 2020, numbers of people under 20 will increase by 1% and those over 50 will increase
by a whopping 75%. Over 55’s control an estimated 39% of Australia’s wealth and this is predicted to grow by 61% over the
next 10 years. As for Generation X, they hold an estimated 19% - SO WHO DO YOU WANT TO DO BUSINESS WITH?
What are the over-fifties purchasing?
* 45% of all new cars sold * 50% of food oils (60% of Olive Oil)
* 80% of top of the range cars * 40% of yogurts and dairy products
* 50% of face care cosmetics * 35% of total travel
* 55% of total coffees * 80% of all cruises
* 50% of mineral waters
What do I have to do to get them spending more with me?
Seniors crave respect
You are in front of very experienced, rational consumers, eager for information and suspicious about the claimed performance
of any brand that they do not trust. You should be very thorough with seniors and ask them lots of questions. Respect + Retail
= Revenue.
Seniors crave quality
They won’t take risks as they have more than likely been the victims of poor quality and misleading brands. And the more they
age the more they seek reassurance. They consume heavily in food, health and services and are very brand conscious.
Seniors crave quality service
Employ older staff. Why do you think Bunnings is one of the most respected retailers in Australia? They have mature staff who
relate well to the needs of their customers. Make sure you train your younger employees to relate well to the needs of
mature consumers. Make your store a destination for baby boomers….
Seniors crave comfort
Audit and correct your lack of retail comfort – a water fountain goes a long way with baby boomers!
If you have a large, mature customer base refl ect that in the presentation of your store. More lights (your eyes peak at age 7!),
more air conditioning, clean toilets, brochures they can read, point of sale they can read and more importantly UNDERSTAND.
NEVER EVER print a brochure designed at the mature without testing it first. And......
Promote and tell people that you accept Seniors Card
Utilise slow times and days to offer a little extra for seniors
For a full copy of the presentation, contact Trevor Sargeant on (02) 6581 8660.
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INTRODUCTION
A Word from the Mayor
Councillor Rob Drew
Mayor & Chairman, Hastings
Economic Development Board
Recently Port Macquarie-Hastings Council hosted an economic development conference, with the
primary theme of ‘growth from within’. That is, rather than employing the traditional approach
to economic development that relies on luring fi rms from elsewhere, a more effective approach is
that of developing and supporting local entrepreneurs. These efforts frequently depend on improving
quality of life in the community and creating an attractive business environment. This theme enjoyed
widespread support from conference delegates - so much so that a regular conference on “economic
gardening” at different locations around Australia is now being planned.
While recognising that big fi rms are important to job creation, particularly through innovation, our
Council believes that focussing on organic growth is the most effective economic development
strategy for our area. Consequently, we have specific programs in place, including the Key Business
Development and Industry Development Programs, each of which are having encouraging levels of
success. Of course the hope is that some of these businesses grow to become large businesses,
assisting to further diversify the local economy.
Supporting this concept Mr Kelly Edmiston, a senior economist with the Federal Reserve Bank of Kansas City, recently
provided some fi gures on the source of job creation in the US. Interesting summary points were:
• Firms employing less than 20 people were responsible for 80% of the net new jobs from 1994 - 2003.
• Firms over 500 employees created only 7% of the net new jobs during that period
• Firms over 500 employees have been net job destroyers since 2000
• A relocation of a fi rm of 1000 employees will only create 285 net new jobs after subtracting failures of competitors
• An expansion of an existing business by 1000 jobs yields 2000 net new jobs throughout the economy
Good food for thought as you peruse this edition of Snapshots which continues to provide contemporary data to assist
intending and established business to comprehend trends and issues of importance. As always your feedback is welcome so as
to ensure that future editions are as relevant as possible.
If you would like to discuss a particular business opportunity or require further information please do not hesitate to contact
Council’s specialist economic development staff, Mr Trevor Sargeant on (02) 6581 8660 or Ms Liz Giles on (02) 6581 8633.
Email trevor.sargeant@pmhc.nsw.gov.au
Focus on Local Business
Haire Civil Constructions
53 Jindalee Road Port Macquarie 2444
Phone 02 6581 1074
Email hairecc@bigpond.net.au
Haire Civil Constructions is a leading local fi rm established by Doug and Sue Haire in 1980 to
undertake civil engineering construction of residential land developments in the Port Macquarie-
Hastings Region. Doug started his career as a grader operator with the then Department of
Main Roads and decided to establish his business in Port Macquarie because of the considerable
growth prospects that the area offered.
The Company employs an Integrated Management System (IMS) that ensures all of its operations
are undertaken with a high level of consistency and accuracy. The IMS also enables Haire Civil
Constructions to address all of its quality, safety, rehabilitation and environmental responsibilities to the highest level.
According to Doug Haire the implementation of the IMS, “has been a resounding success as it has enabled us to efficiently
respond to the requirements of our customers. Since 1998 the Company’s turnover has increased by more than 500% and
we have grown to become one of the area’s largest employers, operating throughout NSW on projects including bridges,
roadworks, water storage, canal developments, sewer systems and treatment plants, industrial and residential developments,
highways and golf courses.
“Equally as importantly, the Integrated Management System, together with our very capable staff, almost all of whom have been
sourced locally, has ensured a high level of repeat business and an almost total elimination of defects in our work. We are very
proud of this fact as it has allowed us to achieve a high standard of workmanship and environmental responsibility. We are
indeed proud to be a Port Macquarie- Hastings local company and recognise a bright future in this wonderful business climate”
concluded Mr Haire.
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POPULATION – CENSUS 2006
Population & Age Distribution
As at the 2006 Census, there were 68,430 persons counted as residing in the Greater Port Macquarie region (excluding overseas
visitors). Between the previous Census in 2001 and 2006, the population of the Greater Port Macquarie region increased by
5,518 persons (or 8.8%), representing average annual growth of 1.7% over the period. In 2006, the proportion of the population
of Greater Port Macquarie comprising males was 48.1%, whilst females represented 51.9% of the total.
Population by Sex
Greater Port Macquarie
2006
2001
1996
Males
Females
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 55,000 60,000 65,000 70,000
Source: ABS 2006 Census
The average age of residents in the Greater Port Macquarie region was 43.1 years in 2006, which was greater than the averages
for both the Mid North Coast (41.4 years) and New South Wales (37.5 years). The average age of Greater Port Macquarie
increased by 1.3 years between 2001 and 2006.
%
25
Age Distribution
Greater Port Macquarie
1996 2001 2006
20
15
10
5
Source: ABS 2006 Census
0
0-14 15-19 20-34 35-49 50-64 65+
Population & Age Distribution, 2006 Census
Greater Port Macquarie Mid-North Coast New South Wales
No. % of total No. % of total No. % of total
Person Characteristics
Total persons (excluding overseas visitors) 68,430 - 284,676 - 6,549,177 -
Males 32,915 48.1 139,226 48.9 3,228,451 49.3
Females 35,515 51.9 145,450 51.1 3,320,726 50.7
Average age 43.1 - 41.4 - 37.5 -
Selected Characteristics
Australian citizenship 62,600 91.5 260,766 91.6 5,615,961 85.8
Persons born overseas 7,155 10.5 26,389 9.3 1,555,841 23.8
Overseas visitors 314 0.5 1,186 0.4 57,045 0.9
Country of Birth – Australia 57,224 83.6 241,869 85.0 4,521,152 69.0
Language spoken at home – English only 64,355 94.0 266,053 93.5 4,846,672 74.0
Source: ABS 2006 Census
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INCOME – CENSUS 2006
Individual, Household & Family Income
The average weekly individual income for the Greater Port Macquarie region was $485.59 in 2006, equating to an annual income
of approximately $25,250. The average weekly income for Greater Port Macquarie was higher than the figure for the Mid-North
Coast ($460.13), but lower than the average for New South Wales ($621.80). Within Greater Port Macquarie, the 25-44 year
age group recorded the highest average weekly individual income of $628.54, followed by the 45-64 year age group ($572.36).
%
24
22
Weekly Individual Income Distribution
2006
Greater Port Macquarie Mid-North Coast NSW
20
18
16
14
12
10
8
6
4
2
0
-ve/Nil $1- $149 $150- $24
9
$250-
$399
$400-
$599
$600-
$799
$800-
$999
$1,000-
$1,299
$1,300-
$1,599
$1,600-
$1,999
$2,000or
more
NotStated
Source: Lawrence Consulting
The average weekly household and family incomes for the Greater Port Macquarie region in 2006 were $904.74 and
$1,050.05, respectively, again higher than the averages for the Mid-North Coast but lower than the State averages.
%
18
16
Weekly Household Income Distribution
2006
Greater Port Macquarie
NSW
%
18
16
Weekly Family Income Distribution
2006
Greater Port Macquarie
NSW
14
14
12
12
10
10
8
8
6
6
4
4
2
2
0
-ve/Nil $1-$149 $150-
$249
$250-
$349
$350-
$499
$500-
$649
$650-
$799
$800-
$999
$1,000-
$1,199
$1,200-
$1,399
$1,400-
$1,699
$1,700-
$1,999
$2,000-
$2,499
$2,500 - $3,000
$2,999 ormore
0
-ve/Nil $1-$149 $150-
$249
$250-
$349
$350-
$499
$500-
$649
$650-
$799
$800-
$999
$1,000-
$1,199
$1,200-
$1,399
$1,400-
$1,699
$1,700-
$1,999
$2,000-
$2,499
$2,500 - $3,000
$2,999 ormore
Source: ABS 8731.1 Source: ABS 8731.1
Weekly Income Characteristics, 2006 Census
Greater Port Macquarie Mid-North Coast New South Wales
Income (Population aged 15 years and over):
Median individual income ($/weekly) 361 344 461
Average individual income ($/weekly) 485.59 460.13 621.80
15-24 years 234.39 226.42 289.24
25-44 years 628.54 574.29 793.47
45-64 years 572.36 540.24 728.40
65 years and over 353.32 338.89 380.75
Median household income ($/weekly) 679 642 1,036
Average household income ($/weekly) 904.74 859.50 1,246.81
Median family income ($/weekly) 891 821 1,181
Average family income ($/weekly) 1,050.05 994.27 1,410.93
Source: ABS 2006 Census
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LABOUR MARKET
The estimated number of employed persons in the Greater Port Macquarie region in the March Quarter 2007 was 27,604,
representing a quarterly increase of 2.3% and an annual increase of 6.8% from the level recorded in the March Quarter 2006
(25,845). The size of labour force increased annually by 3.4% whilst the number of unemployed persons fell significantly by 10.0%.
%
10.0
9.5
Unemployment Rate
Greater Port Macquarie NSW Australia
9.0
8.5
8.0
7.5
7.0
6.5
6.0
5.5
5.0
4.5
4.0
3.5
3.0
Mar-04 Sep-04 Mar-05 Sep-05 Mar-06 Sep-06 Mar-07
Source: DEWR, Lawrence Consulting
The unemployment rate in Greater Port Macquarie was 6.1% in the March Quarter 2007, which was 0.1 percentage points
lower than the previous quarter and 1.0 percentage points lower than the rate recorded in the March Quarter 2006 (7.1%).
Greater Port Macquarie’s unemployment rate has steadily fallen since peaking at a level 7.6% in the September Quarter 2005,
although it is still higher than the averages for New South Wales (5.2%) and Australia (4.7%).
No.
Labour Force
GreaterPort Macquarie
35,000
30,000
Unemployed persons
Employed persons
25,000
20,000
15,000
10,000
5,000
0
Mar-04 Sep-04 Mar-05 Sep-05 Mar-06 Sep-06 Mar-07
Source: DEWR, Lawrence Consulting
Labour Market, March Quarter 2007
Greater Port Macquarie
New South Wales
Level Qtrly % chg Ann % chg Level Qtrly % chg Ann % chg
Employed persons (no.) 27,604 2.3 6.8 3,301,300 0.4 1.4
Unemployed (no.) 1,803 1.5 -10.0 181,800 -1.4 2.8
Unemployment rate (a) (%) 6.1 0.0 -1.0 5.3 0.1 0.1
Labour force (no.) 29,407 2.2 3.4 3,483,100 0.3 1.1
Note: (a) Unemployment rate changes are percentage point changes.
Source: DEWR, Lawrence Consulting
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BUILDING & CONSTRUCTION
The number of building approvals in the Greater Port Macquarie region increased by 14.0% to 98 in the June Quarter 2007,
although this was 8.4% lower than the level for the June Quarter 2006. The total value of residential building approvals in the
Greater Port Macquarie region was $25.5 million in the June Quarter 2007, representing an increase of 13.9% from the
previous quarter, but a small annual decline of 1.6% from the level recorded in the June Quarter 2006.
No.
DwellingApprovals
Greater Port Macquarie Region
$'000
Valueof BuildingApprovals
Greater Port Macquarie Region
250
200
OtherDwelling Units
New Houses
55,000
50,000
45,000
Alterations & Addtions
Other Residential
New Houses
40,000
150
35,000
30,000
100
25,000
20,000
15,000
50
10,000
5,000
0
0
Jun-04 Dec-04 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07
Jun-04 Dec-04 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07
Source: ABS 8731.1 Source: ABS 8731.1
The value of non-residential building approvals in Greater Port Macquarie was $29.0 million in the June Quarter 2007,
representing a considerable quarterly increase of 187.7% and a substantial annual rise of 583.5% from the fi gure recorded in
the June Quarter 2006.
$'000
Valueof Non-Residential BuildingApprovals
Greater Port Macquarie Region
30,000
25,000
20,000
15,000
10,000
5,000
0
Jun-04 Dec-04 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07
Source: ABS 8731.1
Building Approvals
Level Qtrly Ann Level Ann
Jun Qtr 2007 % chg % chg Yr to % chg
Jun Qtr 2007
Number
Dwellings: 98 14.0 -8.4 456 -20.8
New houses 81 37.3 -13.8 331 -4.1
Other dwellings 17 -37.0 30.8 125 -45.9
VALUE ($’000)
DWELLINGS: 25,478.7 13.9 -1.6 104,729.4 -22.1
NEW HOUSES 19,174.6 21.2 -9.5 74,801.7 1.9
OTHER DWELLINGS 3,391.1 -7.2 84.4 19,337.1 -62.1
ALTS & ADDS 2,912.9 0.9 1.1 10,590.5 6.4
NON-DWELLING 29,007.1 187.7 583.5 80,663.7 9.9
TOTAL BUILDING 54,485.8 67.9 80.8 185,393.0 -10.8
SOURCE: ABS 8731.1
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PROPERTY MARKET
Median Sales Prices
The median sales price for separate houses in Port Macquarie was $355,000 in the March Quarter 2007, which represented a
quarterly increase of 0.3% and annual growth of 5.7% from the March Quarter 2006. The annual increase in median house prices
was in contrast to the decline experienced by the Sydney metro area (-0.2%). The median sales price for flats and units in Port
Macquarie increased annually by 8.0% to a level of $266,000 in the March Quarter 2007.
$'000
Median Sales Prices
Separate Houses and Flats / Units
600
550
500
PortMacquarie (Separate house)
Sydney (Seperate house)
NSW (Seperate house)
Port Macquarie (Flat/unit)
Sydney (Flat/unit)
NSW (Flat/unit)
450
400
350
300
250
200
Mar-04 Sep-04 Mar-05 Sep-05 Mar-06 Sep-06 Mar-07
Source: NSW Department of Housing
Median Sale Prices, March Quarter 2007
Separate Houses
Flats & Units
Level ($’000) Qtrly % change Ann % change Level ($’000) Qtrly % change Ann % change
Port Macquarie 355 0.3 5.7 266 -1.8 8.0
Sydney Metro Area 459 -6.3 -0.2 372 -4.0 -1.6
New South Wales 362 -2.3 0.4 349 -3.1 -1.7
Source: NSW Department of Housing
Median Weekly Rents
Median weekly rents for three bedroom separate houses in Port Macquarie were $275 in the June Quarter 2007, representing an
annual increase of 5.8%. Rental prices for two bedroom flats / units in Port Macquarie rose annually by 11.8% to $190.
$
MedianWeekly Rents
Separate Houses and Flats / Units
350
325
PortMacquarie (3bd house)
Sydney Metro (3bd house)
PortMacquarie (2bd unit)
Sydney Metro (2bd unit)
300
275
250
225
200
175
150
Jun-04 Dec-04 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07
Source: NSW Department of Housing
Median Weekly Rents, June Quarter 2007
Separate Houses (3 bedrooms)
Flats & Units (2 bedrooms)
Level ($) Qtrly % change Ann % change Level ($) Qtrly % change Ann % change
Port Macquarie 275 5.8 5.8 190 8.6 11.8
Sydney Metro Area 280 0.0 5.7 330 3.1 10.0
New South Wales 255 2.0 6.3 280 3.7 7.7
Source: NSW Department of Housing
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TOURISM
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TOURISM
Visitor Numbers
The total number of overnight visitors to the Greater Port Macquarie region over the year to the March Quarter 2007 was
approximately 742,000, representing an increase of 5.4% from the number of visitors for the year to the March Quarter 2006.
The increase in visitors to the Greater Port Macquarie region was greater than the annual growth experienced in Coffs Harbour
(up 0.4%), but lower than the increase for the Great Lakes (up 9.4%).
'000s
350
OvernightVisitors
Greater Port Macquarie
Greater Port Macquarie Coffs Harbour Great Lakes
300
250
200
150
100
50
0
Mar-04 Sep-04 Mar-05 Sep-05 Mar-06 Sep-06 Mar-07
Source: National Visitor Survey
National consumer research undertaken by Tourism NSW in the December Quarter 2006 sought responses to the question
“When you think of NSW what holiday destinations can you think of?” Port Macquarie recorded the second highest proportion
of responses (17%), behind Coffs Harbour, indicating signifi cant destination awareness for the Greater Port Macquarie region.
Visitor Numbers
Greater Port Macquarie Coffs Harbour Great Lakes
Mar Ann Yr to Ann Mar Ann Yr to Ann Mar Ann Yr to Ann
Qtr % chg Mar %chg Qtr % chg Mar % chg Qtr % chg Mar % chg
2007 2007 2007 2007 2007 2007
Overnight Trips (‘000) 215 -11.9 742 5.4 216 2.4 802 0.4 175 24.1 500 9.4
Visitor Nights (‘000) 901 8.2 2,744 14.1 803 -4.5 2,829 8.6 733 20.6 1,892 16.6
Source: National Visitor Survey
Tourism Accommodation
The room occupancy rate for all hotels, motels & serviced apartments with 5 or more rooms in the Greater Port Macquarie
region increased annually by 0.7 percentage points over the year to the March Quarter 2007 to 64.5%. By comparison, the site
occupancy rate for caravan parks rose annually by 1.7 percentage points to 57.4%, although the unit occupancy rate for holiday
fl ats, units & houses in the Greater Port Macquarie region fell by 10.0 percentage points to 55.0%.
%
70
65
Occupancy Rates
Greater Port Macquarie
Hotels, Motels & Serviced Apartments ( 5+ rooms) Caravan Parks HolidayFlats, Units & Houses
60
55
50
45
40
35
30
25
20
Mar-05 Jun-05 Sep-05 Dec-05 Mar-06 Jun-06 Sep-06 Dec-06 Mar-07
Source: ABS Survey of Tourist Accommodation
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TOURISM
Tourism Accommodation cont…
The average length of stay in Greater Port Macquarie in the March Quarter 2007 was 2.0 nights in hotels, motels & serviced
apartments and 6.5 nights in holiday fl ats, units & houses, which compared favourably with the rates for the North Coast
Tourism Region (2.0 nights and 5.5 nights, respectively). Total takings from accommodation in the Greater Port Macquarie
region increased by 3.3% to $15.3 million in the March Quarter 2007, although this was a marginal decline of 0.2% from the
level recorded in the March Quarter 2006.
$
150.00
140.00
130.00
120.00
110.00
100.00
90.00
80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00
Takings per Room/Site/Unit Night Occupied
Greater Port Macquarie
Hotels, Motels & Serviced Apartments ( 5+ rooms) Caravan Parks HolidayFlats, Units & Houses
Mar-05 Jun-05 Sep-05 Dec-05 Mar-06 Jun-06 Sep-06 Dec-06 Mar-07
Source: ABS Survey of Tourist Accommodation
The number of hotels, motels & serviced apartments increased by 1 and the number of caravan parks remained unchanged
in the March Quarter 2007, although there was a small decrease of 2.7% in the number of holiday fl ats, units & houses for let.
Tourism capacity in the region grew during the quarter, with increases in the number of bed spaces available in hotels, motels
& serviced apartments (up 2.3%), the total capacity of caravan parks (up 0.2%) and the number of bed spaces available in
holiday fl ats, units & houses (up 4.5%).
Tourist Accommodation, March Quarter 2007
Greater Port Macquarie
North Coast Tourism Region
Level Qtrly % chg Ann % chg Level Qtrly % chg Ann % chg
Hotels, Motels & Serviced Apartments
(5+ rooms)
Establishments 48 2.1 2.1 247 -1.2 -2.4
Guest Rooms 1,351 3.6 2.7 6,458 0.5 0.3
Bed Spaces 4,385 2.3 1.4 20,679 -0.6 -0.5
Employment 476 4.8 -1.0 2,761 0.2 -8.1
Room occupancy (%) 64.5 0.7 0.4 57.9 2.3 -0.3
Average stay (nights) 2.0 5.3 0.0 2.0 5.3 0.0
Takings from accomm ($’000) 10,129.6 2.4 4.2 43,655.0 10.6 7.7
Takings per room night occupied ($) 130.90 1.2 2.2 130.00 8.3 8.2
Caravan Parks
Establishments 18 0.0 0.0 105 -0.9 -1.9
Total Capacity 2,363 0.2 -5.0 16,340 -1.4 -1.9
Employment 109 -1.8 5.8 797 -2.0 7.1
Site occupancy (%) 57.4 5.7 1.7 63.3 6.9 1.7
Takings from accomm ($’000) 3,447.0 3.9 6.9 22,917.0 12.7 5.8
Takings per site night occupied ($) 28.26 -4.4 9.3 24.60 4.0 4.9
Holiday Flats, Units & Houses
Establishments 359 -2.7 -18.2 3,556 -0.3 -2.9
Bed Spaces 1,823 4.5 -4.8 19,713 2.6 5.0
Employment 7 75.0 40.0 112 -1.8 0.9
Unit occupancy (%) 55.0 7.9 -10.0 50.3 6.1 1.4
Average stay (nights) 6.5 14.0 30.0 5.5 31.0 7.8
Takings from accomm ($’000) 1,682.1 7.0 -28.4 18,741.2 17.6 5.5
Takings per unit night occupied ($) 94.68 -3.7 3.6 116.36 5.9 5.5
Source: ABS Survey of Tourist Accommodation
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TOURISM
Visitor Profi les
Visitor Age Profile
The largest age group is that between 35-44 yrs (20%) followed by 45-54 yrs (18%) and >65 years (18%).
Visitor Age Profile
Age Group
% of total
15 – 19 years 7%
20 – 24 years 6%
25 – 29 years 6%
30 – 34 years 8%
35 – 39 years 8%
40 – 44 years 12%
45 – 49 years 9%
50 – 54 years 9%
55 – 59 years 9%
60 – 64 years 7%
65 – 69 years 7%
70 years or older 11%
total 100%
Source: National Visitor Survey
Lifecycle Analysis of Visitors
Older working couples and retirees make up the largest segment at 37%, followed by families at 32 % of visitors. The “Double
Income No Kids” (DINKS) market is comparatively small.
Visitor Profile
% of total
Young single living at home 8%
Young single living alone or in shared accommodation 2%
Midlife single 7%
Young/midlife couple, no kids (DINKS) 11%
Parent with youngest child aged 5 or less 11%
Parent with youngest child aged 6-14 11%
Parent with youngest child aged 15+ still living at home 10%
Older working single 2%
Older working married person 11%
Older non-working single 6%
Older non-working married person 20%
Source: National Visitor Survey
Travelling Party Type
The largest travelling party is the adult couple, mainly retired, followed by the family group.
Travelling Party Type
% of total
Travelling alone 15%
Adult couple (in a relationship sense) 36%
Family group - parents and children 24%
Friends or relatives travelling together - with children 5%
Friends or relatives travelling together - without children 16%
Business associates travelling together - without spouse 2%
School/uni/college group (incl. sporting)

For More Information
PORT MACQUARIE HASTINGS COUNCIL
Economic Development Section
T: (02) 6581 8660
F: (02) 6581 8107
E: trevor.sargeant@pmhc.nsw.gov.au
W: www.pmhc.nsw.gov.au
Note: Greater Port Macquarie Region = Port Macquarie Hastings Local Government Area (LGA)
Disclaimer: Port Macquarie-Hastings Council is not liable for the content or accuracy of the information contained in this document or for any information
referred to. The document merely serves the purpose of information exchange. Port Macquarie-Hastings Council does not act as a broker, nor does it participate
in any investment negotiations or business transactions.
© Copyright 2007 This publication produced by Port Macquarie-Hastings Council Economic Development Section
Prepared by Lawrence Consulting
Email: reuben@lawrenceconsulting.com.au
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