Cultural Tourism Market Profile, year ending June ... - Tourism Victoria

T O U R I S M V I C T O R I A
Cultural Tourism
M a r k e t P r o f i l e Y e a r E n d i n g J u n e 2 0 1 2
This fact sheet provides a summary of the latest tourism data for the Cultural Tourism segment.
Information includes: domestic and international visitor numbers, and visitor profiles such as origin,
purpose of visit, travel party and accommodation used.
DOMESTIC & INTERNATIONAL VISITATION
FOR VISITORS PARTICIPATING IN CULTURAL
TOURISM ACTIVITIES
Cultural visitors are defined as those who attended a theatre
performance, a concert or other performing arts, a cultural
festival, fair or event; or an Aboriginal performance and/or
visited a museum, art gallery, art or craft workshop, an
Aboriginal site or community; or a history or heritage site
while on their trip to Australia.
Year Ending June 2012 Victoria Australia
Domestic
Overnight Visitors (000s) 2,904 11,551
Visitor Nights (000s) 10,058 59,798
Daytrip Visitors (000s) 3,618 11,933
International
Overnight Visitors (000s) 1,061 2,737
Nights (000s) 28,366 126,197
NA: Figure is unreliable and unable to be published.
NB: International cultural tourism visitors to Victoria as defined above, did not indicate in which state the
activities were undertaken while on their trip to Australia.
International Visitation
2.7 million international overnight cultural tourism visitors
travelled to Australia in the year ending June 2012, accounting
for 126.2 million nights. Of these visitors, 39% visited Victoria
during this period.
1.1 million international overnight cultural tourism visitors to
Australia travelled to Victoria on their trip in the year ending
June 2012, accounting for 28.4 million nights. Cultural tourism
visitors represent 60% of all international overnight visitors to
the State.
The average length of stay for international overnight cultural
tourism visitors in Australia was 46.1 nights, compared to an
average length of stay of 26.7 nights for international overnight
cultural tourism visitors in Victoria.
Year ending June
AAG** % change
2008 2011 2012 08-12 11/12
International Visitors (000s)
Victoria 928 1,035 1,061 +3.4% p.a. 2.4%
Australia 2,694 2,688 2,737 +0.4% p.a. 1.9%
Vic's Share* 34.5% 38.5% 38.7%
International Visitor Nights (000s)
Victoria 22,150 26,626 28,366 +6.4% p.a. 6.5%
Australia 108,770 119,234 126,197 +3.8% p.a. 5.8%
Vic's Mkt Share 20.4% 22.3% 22.5%
* Note: The proportion of visitors to/within Australia who visited Victoria. Visitors can visit more
than one state
average annual increase of 3.4% for Victoria and 0.4% for
Australia.
In the period year ending June 2012, there was an increase in
international visitor nights to Victoria (+6.5%) and Australia
(+5.8%) from international cultural tourism visitors compared to
the previous year. The average annual growth rate since 2008
was 6.4% for international visitor nights to Victoria (compared
to a 3.8% for international visitors to Australia for the same
period) from this segment.
Victoria’s share of international cultural tourism visitors to
Australia has increased by 4.3 percentage points since 2008 to
38.7% in 2012.
Domestic Overnight Visitation
Australia received almost 11.6 million domestic overnight cultural
visitors for the year ending June 2012, accounting for
approximately 59.8 million domestic visitor nights. The average
length of stay was 5.2 nights.
During the same period Victoria received more than 2.9 million
domestic overnight cultural visitors, accounting for an estimated
10.1 million visitor nights. The average length of stay for
domestic overnight cultural visitors to Victoria was 3.5 nights.
Year Ending June AAG** % Change
2008 2011 2012 08-12 11/12
Domestic Visitors (000s)
Victoria 2,524 2,836 2,904 +3.6% p.a. 2.4%
Australia 10,096 10,538 11,551 +3.4% p.a. 9.6%
Vic's Share* 25.0% 26.9% 25.1%
Domestic Visitor Nights (000s)
Victoria 8,936 10,000 10,058 +3.0% p.a. 0.6%
Australia 58,235 55,444 59,798 +0.7% p.a. 7.9%
Vic's Mkt Share 15.3% 18.0% 16.8%
Domestic Daytrips (000s)
Victoria 2,520 3,387 3,618 +9.5% p.a. 6.8%
Australia 8,804 10,692 11,933 +7.9% p.a. 11.6%
Vic's Share* 28.6% 31.7% 30.3%
*Note: The proportion of visitors to/within Australia who visited Victoria. Visitors can visit more than one state
** Average Annual Growth
Compared to the previous year, Victoria experienced an
increase in domestic overnight cultural visitors (+2.4%) and
visitor nights (+0.6%). Australia saw a larger increase in domestic
overnight cultural visitors (+9.6%) and visitor nights (+7.9%)
over this period.
There was an increase in international cultural tourism visitors
who visited Victoria (+2.4%) and Australia (+1.9%) in June 2012
compared to the previous year. Since 2008, there was an
Prepared by the Tourism Victoria Research Unit – December 2012 1 of 4

T O U R I S M V I C T O R I A
Cultural Tourism
M a r k e t P r o f i l e Y e a r E n d i n g J u n e 2 0 1 2
Since year ending June 2008, there has been an average annual
increase of 3.6% for domestic overnight cultural visitors to
Victoria (compared to an increase of 3.4% per annum for
Australia) and an increase of 3.0% per annum for visitor nights
spent by these visitors in the State (compared to a slight
increase of 0.7% per annum for Australia).
Victoria’s share of domestic overnight cultural visitors increased
marginally (+0.1 percentage points) since year ending June 2008,
to 25.1% in year ending June 2012. Over this period the market
share of the nights spent by this segment in Victoria increased by
1.5 percentage points to 16.8%.
Domestic Daytrip Visitation
There were 11.9 million daytrips undertaken by domestic
cultural visitors in Australia for the year ending June 2012. The
cultural segment had a 7.1% market share of all domestic
daytrips in Australia.
In Victoria, there were 3.6 million daytrips undertaken by
domestic cultural visitors, with the segment accounting for 8.2%
of all domestic daytrips to and within Victoria.
Domestic cultural daytrips to and within Victoria increased by
6.8% from year ending June 2011 to year ending June 2012.
PROFILE OF INTERNATIONAL OVERNIGHT
CULTURAL VISITORS
The analysis following examines those who are overnight
Aboriginal tourism visitors who participated in that activity
while on their trip to Australia and also visited Victoria on that
trip. Trip activity data is not specific to state or territory
participated in for the International Visitors Survey in 2012.
Origin of Cultural Visitors to Victoria
United Kingdom
12%
Europe
17%
North America
11%
Other
Countries
5%
New Zealand
Japan
China
Prepared by the Tourism Victoria Research Unit – December 2012 2 of 4
10%
2%
Other Asia
22%
17%
India
The largest single source market of international overnight
cultural tourism visitors to Australia who visited Victoria was
China with 17% or an estimated 178,600 visitors in the year
ending June 2012. Other significant markets include Other Asia
(excluding Japan, China and India) with 22% or an estimated
3%
232,400 visitors in year ending June 2012, Europe (est.
184,100) and the United Kingdom (est. 128,700).
Age Group (% of International Cultural Visitors)
International overnight cultural visitors to Victoria were most
likely to be aged between 25-44 years (40%) or 45-64 years
(33%).
Age Group
Cultural
Visitors to
Victoria
Cultural
Visitors to
Australia
Total
Travellers to
Australia
15 - 24 years 18% 18% 16%
25 - 44 years 40% 41% 42%
45 - 64 years 33% 32% 34%
65 years or over 9% 9% 9%
TRAVEL BEHAVIOUR OF INTERNATIONAL
OVERNIGHT CULTURAL VISITORS TO
VICTORIA
Main Purpose of Visit to Australia (% of International
Cultural Visitors)
56% of international overnight cultural visitors to the State
were travelling in Australia on holiday and 21% were visiting
friends and relatives. International overnight cultural visitors to
Victoria were more likely to be travelling on holidays and less
likely to be travelling on business than travellers to Australia in
general.
Purpose of Visit
Cultural
Visitors to
Victoria
Cultural
Visitors to
Australia
Total
Travellers to
Australia
Holiday 56% 54% 44%
Visiting friends or relatives 21% 23% 25%
Business 9% 9% 16%
Education 8% 8% 7%
Employment 3% 3% 4%
Other 2% 3% 4%
Length of Visit (% of International Cultural Visitors)
63% of international overnight cultural visitors who visited
Victoria were on a visit of 1 to 9 nights compared to 36% of
international overnight cultural visitors to Australia. A further
22% of international overnight cultural visitors who visited
Victoria stayed 10 to 39 nights in the State, compared to
39% of all international overnight cultural visitors to Australia.
Length of Visit
Cultural
Visitors to
Victoria
Cultural
Visitors to
Australia
Total
Travellers to
Australia
1-9 nights 63% 36% 46%
10-39 nights 22% 39% 35%
40-99 nights 7% 12% 10%
100-199 nights 5% 7% 5%
200+ nights 3% 6% 4%

T O U R I S M V I C T O R I A
Cultural Tourism
M a r k e t P r o f i l e Y e a r E n d i n g J u n e 2 0 1 2
Travel Party (% of International Cultural Visitors)
The majority of international overnight cultural visitors who
visited Victoria travelled alone (49%) or as an adult couple
(24%).
PROFILE OF DOMESTIC OVERNIGHT
CULTURAL VISITORS TO VICTORIA
Domestic Overnight Cultural Visitors to Victoria by
Origin
Cultural
Visitors to
Cultural
Visitors to
Total
Travellers to
Intrastate (58%)
Travel Party
Victoria Australia Australia
Travelling Alone 49% 50% 55%
Adult Couple 24% 23% 20%
Family Group - parents and children 10% 11% 10%
Friends or relatives 12% 11% 9%
Business associates 4% 4% 5%
School tour group (teachers and/or
students) 0% 1% 1%
Regional VIC
31%
Interstate
42%
NSW
43%
Qld
21%
SA
14%
WA
9%
Tas
7%
Accommodation (% of International Cultural Nights)
Melbourne
27%
ACT NT
4% 2%
Of visitor nights spent in Victoria by international cultural
visitors, 46% were spent in a rented house, apartment or flat
and 27% were spent in the home of a friend or relative in
the year ending June 2012.
Cultural
Visitors to
Cultural
Visitors to
Total
Travellers to
Accommodation
Victoria Australia Australia
Hotel, resort, motel, motor Inn 10% 10% 11%
Rented house / apartment / unit / flat 46% 42% 40%
Caravan & Camping 2% 3% 2%
Home of friend or relative 27% 25% 28%
Backpacker / hostel 6% 9% 7%
Other 9% 11% 12%
Cultural Activities (% of International Visitors)
65% of international overnight cultural visitors to Victoria
visited museums or art galleries, 60% visited historical or
heritage buildings and 22% experienced aboriginal art, craft
or cultural displays. International overnight cultural visitors to
Victoria more commonly engaged in most activities excluding
attend aboriginal performance, compared to international
overnight cultural visitors to Australia.
Activity
Cultural
Visitors to
Victoria
Cultural
Visitors to
Australia
Visit museums or art galleries 65% 56%
Visit history / heritage buildings, sites or
monuments 60% 56%
Experience aboriginal art / craft and cultural
displays 22% 20%
Attend theatre, concerts or other performing
arts 21% 20%
Attend festivals / fairs or cultural events 22% 20%
Visit art / craft workshops / studios 15% 13%
Visit an aboriginal site / community 11% 9%
Attend aboriginal performance 8% 9%
The domestic cultural tourism segment in Victoria attracts
slightly more intrastate overnight visitors (58%). Interstate
overnight cultural visitors most commonly originated from the
New South Wales market, accounting for 43% of all interstate
visitors, with a further 21% of interstate overnight cultural
visitors coming from Queensland and 14% from South
Australia.
Age Group (% of Cultural Visitors)
Domestic overnight cultural visitors to and within Victoria
were most likely to be aged between 45-64 years (37%) or
25-44 years old (31%).
Cultural
Visitors to
Cultural
Visitors to
Total Domestic
Age Group
Victoria Australia Travellers
15 - 24 years 15% 13% 14%
25 - 44 years 31% 31% 37%
45 - 64 years 37% 38% 35%
65 years or over 17% 18% 14%
Lifecycle (% of Cultural Visitors)
Domestic overnight cultural visitors to and within the State
tended to be in the Parent (35%) lifecycle segment. The
lifecycle distribution of these visitors is very similar to that of
domestic travellers overall.
Lifecycle
Cultural
Visitors to
Victoria
Cultural
Visitors to
Australia
Total Domestic
Travellers
Single, no kids 20% 16% 18%
Couple, no kids 8% 10% 11%
Parent 35% 34% 38%
Older working 17% 18% 16%
Older non-working 20% 22% 17%
Prepared by the Tourism Victoria Research Unit – December 2012 3 of 4

T O U R I S M V I C T O R I A
Cultural Tourism
M a r k e t P r o f i l e Y e a r E n d i n g J u n e 2 0 1 2
TRAVEL BEHAVIOUR OF DOMESTIC
OVERNIGHT CULTURAL VISITORS TO
VICTORIA
Purpose of Visit (% of Cultural Visitors)
69% of domestic overnight cultural visitors to and within the
State were holiday visitors and 22% were visiting friends and
relatives. Domestic overnight cultural visitors were more likely
to be travelling on holidays and less likely to be visiting friends
and relatives or on business than domestic travellers in general.
Cultural
Visitors to
Cultural
Visitors to
Total Domestic
Purpose of Visit
Victoria Australia Travellers
Holiday or leisure 69% 66% 42%
Visiting friends and relatives 22% 27% 35%
Business 6% 8% 19%
Other 4% 5% 6%
Length of Visit (% of Cultural Visitors)
62% of domestic overnight cultural visitors to and within
Victoria were on a short visit of 1 to 3 nights. A further 29%
stayed 4 to 7 nights, while the remaining 9% stayed 8 or more
nights.
Length of Trip
Cultural
Visitors to
Victoria
Cultural
Visitors to
Australia
Total Domestic
Travellers
1-3 nights 62% 54% 68%
4-7 nights 29% 28% 22%
8-14 nights 7% 12% 7%
15+ nights 2% 5% 2%
Travel Party (% of Cultural Visitors)
The majority of domestic overnight cultural visitors to and
within the State travelled in an adult couple (33%), as a family
group (25%), or with friends or relatives (24%). Domestic
overnight cultural visitors are more likely to travel as an adult
couple and less likely to travel alone than domestic travellers
generally.
Cultural
Visitors to
Cultural
Visitors to
Total
Domestic
Travel Party
Victoria Australia Travellers
Travelling Alone 14% 14% 26%
Adult Couple 33% 34% 27%
Family Group - parents and children 25% 24% 23%
Friends or relatives 24% 23% 17%
Business associates 1% 2% 6%
School / Uni / College Group 2% 1% 1%
Other 1% 2% 1%
Seasonality (% of Cultural Visitors)
Domestic overnight cultural visitation to and within Victoria
was similar throughout the year, with spring attracting the
largest proportion of cultural visitors (27%).
Month Victoria Australia
December 4% 5%
January 13% 12%
February 6% 6%
Summer 24% 23%
March 9% 8%
April 10% 11%
May 7% 7%
Autumn 26% 26%
June 9% 9%
July 10% 9%
August 5% 7%
Winter 24% 26%
September 8% 9%
October 9% 9%
November 10% 8%
Spring 27% 26%
Accommodation (% of Cultural Nights)
Of all domestic cultural visitor nights in the State, 34% spent
with a friend or relative, with a further 32% spent at a hotel,
resort, motel or motor inn.
Cultural
Visitors to
Cultural
Visitors to
Total
Domestic
Accommodation
Victoria Australia Travellers
Hotel, resort, motel or motor Inn 32% 30% 27%
Rented house, apartment, flat or unit 12% 11% 10%
Caravan or camping 14% 17% 15%
Friends or relatives property 34% 33% 38%
Own property (e.g. holiday house) 3% 3% 4%
Other 6% 5% 7%
Cultural Activities (% of Visitors)
48% of Victorian domestic overnight cultural visitors had
visited museums or art galleries, 28% had visited an historical
or heritage building or monument, 22% had attended theatre,
concerts or other performing arts, while a further 22% had
attended festivals, fairs or cultural events.
Cultural
Visitors to
Cultural
Visitors to
Activity
Victoria Australia
Visit museums or art galleries 48% 46%
Visit history, heritage buildings sites or
monuments 28% 29%
Experience aboriginal art or craft and cultural
displays 1% 2%
Attend theatre concerts or other performing
arts 22% 20%
Attend festivals or fairs or cultural events 22% 21%
Visit art or craft workshops or studios 3% 3%
Visit an aboriginal site or community 0% 2%
Sources: National and International Visitor Surveys, year ending June 2012, Tourism
Research Australia
Definition of cultural tourism: International & Domestic - ‘Attend theatre, concerts or
other performing arts’, ‘Visit museums or art galleries’, ‘Visit art or craft workshops or
studios’, ‘Attend festivals, fairs or cultural events’, ‘Experience aboriginal art or craft and
cultural displays’ ‘Visit an aboriginal site or community’, ‘Visit history, heritage buildings
sites or monuments’, and ‘Attend aboriginal performance’ (International only)
Prepared by the Tourism Victoria Research Unit – December 2012 4 of 4