backpacker tourism action plan

Transcription

BACKPACKER TOURISM ACTION PLAN
2009–2013
Backpackers are less
vulnerable to fluctuating
economic conditions and
are more likely to be resilient
travellers in the wake of
challenges such as the
global financial crisis.
Federation Square – Melbourne.
2
Backpacker Tourism Action Plan 2009–2013
CONTENTS
Minister’s Foreword
4
Executive Summary
5
Strategy Overview
15
Why is backpacker tourism important?
5
Direction 1 – Improve the supply and quality
of backpacker tourism experiences
Why do we need a Backpacker Tourism Action Plan?
5
Why is it important?
16
What is our vision for the segment?
5
What we aim to achieve
16
What will we be doing differently?
5
The way forward
17
Strategic Planning Framework
6
Market Overview
7
Direction 2 – Increase backpacker visitation
to regional Victoria
18
18
18
The way forward
19
Competitor analysis
7
Profile of backpackers
7
Market size
8
Source markets
9
Regional visitation
10
Working holiday makers (WHMs)
10
Backpacker characteristics
12
Target markets
12
Issues and opportunities
13
16
Direction 3 – Reach the target audience more
effectively through innovative marketing strategies 20
20
20
The way forward
21
Direction 4 – Make Victoria a highly desirable place
for working holiday makers
22
22
22
The way forward
23
Direction 5 – Improve stakeholder engagement
24
24
24
The way forward
25
Appendices
26
Appendix 1 – Working Holiday Maker program
26
Appendix 2 – Key Backpacker Needs
27
Appendix 3 – Types of backpacker travellers
28
Glossary of terms, acronyms and abbreviations
29
References
30
Published by the Victorian Government, Melbourne, Victoria
© Tourism Victoria 2009
This publication is copyright. No part may be reproduced by
any process except in accordance with the provisions of the
Copyright Act 1968.
3
MINISTER’S FOREWORD
“
Combined with our outstanding regional
attractions, Victoria’s extensive range of
budget accommodation and adventure
activities offer significant opportunities
for the backpacker market.
”
Victoria’s stunning landscapes, vibrant culture and short-term work opportunities
set our State apart as the perfect destination for backpackers.
Melbourne is renowned for its world-class nightlife and social scene, while Victoria’s natural
wonders, such as the Great Ocean Road, the Grampians and our stunning Alpine regions,
continue to draw visitors from around the world.
The backpacker market is of significant value to Victoria’s economy, contributing approximately
$500 million in 2007. Backpackers are more likely to explore regional Victoria and often stay
longer than other visitors to the State.
Combined with our outstanding regional attractions, Victoria’s extensive range of budget
accommodation and adventure activities offer significant opportunities for the backpacker market.
Victoria’s Backpacker Tourism Action Plan 2009–2013 outlines five major directions aimed at
improving backpacker visitor experiences, increasing the number of backpackers visiting regional
Victoria, reaching the market through innovative marketing, increasing the appeal for working
holiday makers and improving stakeholder engagement.
I am pleased to present the Backpacker Tourism Action Plan 2009–2013.
TIM HOLDING MP
Minister for Tourism and Major Events
4
Executive summary
Why is backpacker
tourism important?
Backpacker tourism is a major economic
driver for Victoria. For over a decade
Tourism Victoria has recognised the
growth potential of the backpacker
segment. In 2007, 18.0 per cent of all
international visitors to Victoria were
backpackers contributing close to
$500 million to the local economy.
Backpacker visitors tend to stay longer and
spend more than the average international
visitor to Victoria. Backpackers have a
higher propensity to disperse into regional
Victoria benefiting regional economies1.
Backpackers provide additional benefits
to the Victorian economy by alleviating
seasonal labour shortages due to visa
entitlements which allow them to work
in Australia during their stay.
Anecdotal evidence suggests that
backpackers are more environmentally
sensitive visitors, with travel patterns
that are more sustainable and less
intrusive than other visitor segments.
Backpackers are also less vulnerable
to fluctuating economic conditions and
are more likely to be resilient travellers
in the wake of challenges such as the
global financial crisis. Although the
Tourism Forecasting Committee has
predicted inbound tourism arrivals
to fall by 4.1 per cent in 20092, this is
unlikely to affect the backpacker market
based on previous similar situations
(for example, SARS in 2003).
Why do we need a Backpacker
Tourism Action Plan?
There is potential to increase backpacker
visitation to Victoria and the yield benefits
of this segment.Victoria is facing intense
competition from other domestic and
international destinations that have also
identified the lucrative benefits of the
backpacker segment and are aggressively
competing for market share. Backpacker
trends evolve rapidly and marketing
strategies need to be adjusted accordingly
to remain competitive.
Regional Victoria has had limited success
in tapping into the backpacker segment.
There is low consumer awareness
of regional tourism experiences and
work opportunities. Accessibility is a
critical issue and has been a key barrier
to increasing backpacker visitors to
the regions.
The Backpacker Tourism Action Plan
2009–2013 aims to ensure Victoria is
competitive in the ever-changing world
of backpacker travel by addressing some
of the key identified challenges. The Plan
will be constantly monitored, regularly
reviewed and adjusted if necessary.
Investing in this segment now will
provide substantial returns in the future
as the backpackers of today are likely
to become the high-yield international
repeat visitors of tomorrow.
This Plan supports the overall vision
for tourism mapped out in the Victorian
Government’s 10 Year Tourism and
Events Industry Strategy launched in
2006. This Plan is part of a series of
segment action plans which have been
completed or are under development
by Tourism Victoria and its partners for
key experiences such as nature-based
tourism; spa and wellbeing; trails; food
and wine; alpine resorts; arts, theatre
and cultural heritage; and golf.
What is our vision
for the segment?
A higher number of backpackers will
spend more time and money in Victoria
as a result of greater awareness, enhanced
product offerings and improved visitor
satisfaction. Melbourne will be recognised
as the preferred destination for high yield
upmarket backpackers (flashpackers).
1
International Visitor Survey, Tourism Research Australia, year ending December 2007. Backpackers are defined as
international visitors (aged 15 years and over) who stayed at least one night in backpacker accommodation.
2
Tourism Forecasting Committee (TFC), Dec 2008.
What will we be doing
differently?
To increase backpacker visitation, market
share, yield and dispersal into regional
Victoria, a number of new strategies will
be implemented by Tourism Victoria over
the next five years. The focus will be on
improving five priority areas: quality and
sustainability, regional dispersal, marketing,
working holiday makers (WHMs) and
stakeholder engagement.
Direction 1 – Improve the supply
and quality of backpacker tourism
experiences
◊◊Work with the industry to develop
new, high quality and environmentally
sensitive tourism products that
better match the distinctive needs
of international backpackers.
Direction 2 – Increase backpacker
visitation to regional Victoria
◊◊Encourage backpackers to spend
more time travelling and working
in regional Victoria through
improved marketing and product
development activities.
Direction 3 – Reach the target
audience more effectively through
innovative marketing strategies
◊◊Implement a range of innovative
new marketing programs to more
effectively promote Victoria’s
offerings to backpackers.
Direction 4 – Make Victoria a highly
desirable place for working holiday
makers
◊◊Attract working holiday makers by
highlighting work opportunities in
Melbourne and regional Victoria
through cooperative partnerships
and targeted marketing activities.
Direction 5 – Improve stakeholder
engagement
◊◊Work cooperatively with stakeholders
to build a stronger, more professional
industry sector that more effectively
shares resources and insights about
the backpacker market.
5
STRATEGIC PLANNING
FRAMEWORK
The Victorian Government released its
blueprint for the future of the tourism
and events sector with the launch of the
10 Year Tourism and Events Industry Strategy
in 2006.This critical document sets the
overarching framework for tourism
growth in the State and has been a major
step forward in achieving a high quality,
high yield and sustainable tourism sector.
The Tourism Victoria Business Plan
2008–2011 was released in 2007 and
outlines how the organisation will fulfil
the commitments of the Government’s
10-Year Strategy.The Plan provides a
roadmap to guide Tourism Victoria’s
activities and reinforces the importance
of various product segments in driving
tourism growth for the State.
The Regional Tourism Action Plan
2009–2012 was launched in 2008 to
further refine and consolidate Tourism
Victoria’s activities in regional Victoria.
In support of these strategies, a number
of segment plans have been completed
or are under development for segments
such as spa and wellbeing; trails; food
and wine; alpine resorts; arts, theatre
and cultural heritage; and golf.
Victoria’s Nature-based Tourism Strategy
2008–2012 was an important segment
plan released in 2008 and was developed
cooperatively by Tourism Victoria,
Parks Victoria and the Department of
Sustainability and Environment.
The development of segment plans is an
important step in highlighting the areas
we need to focus energy and resources
in cooperation with industry partners.
This will ensure a more coordinated and
supported effort in maximising tourism
growth for the State.
10 Year
Tourism and Events Industry
Strategy
October 2006
REGIONAL TOURISM ACTION PLAN
2009 – 2012
to u r i S m v i c to r i a b u S i n e SS pl a n 20 08 –2011
10 YEAR TOURISM AND
EVENTS STRATEGY
September 2008
VICTORIA’S GOLF TOURISM
ACTION PLAN
DRAFT
3 YEAR BUSINESS PLAN
2008–2011
REGIONAL TOURISM ACTION
PLAN 2009–2012
VICTORIA’S
SPA & WELLNESS TOURISM
ACTION PLAN 2005–2010
BACKPACKER TOURISM ACTION PLAN
DRAFT
VICTORIA’S
NATURE-BASED TOURISM
STRATEGY 2008–2012
VICTORIA’S BACKPACKER
TOURISM ACTION PLAN
2009–2013
6
UNDER
DEVELOPMENT
UNDER
DEVELOPMENT
VICTORIA’S ARTS,
THEATRE & CULTURAL
HERITAGE TOURISM
ACTON PLAN
VICTORIA’S
FOOD & WINE TOURISM
ACTION PLAN
MARKET OVERVIEW
By 2016 international visitors are
expected to account for more than
40 per cent of total tourism expenditure
in Victoria.The international backpacker
market is therefore a key niche segment
for the State.
In 2007 more than 10 per cent of
all international visitors to Australia
stayed at least one night in backpacker/
hostel accommodation. However, the
true value of the backpacker market
is reflected in its high yield achieved
through above average length of stay
and total expenditure. The backpacker
segment provided $3 billion dollars
to the Australian economy during
2006–07 (up 20 per cent from the
previous year) and plays a crucial role
in the overall Australian tourism sector.
Melbourne continues to be a major
drawcard for backpackers to Victoria.
As a key gateway city it offers good
work prospects, a range of budget
accommodation, established backpacker
infrastructure, appealing product
offerings, such as major events and
attractions, and a diverse social scene.
Regional Victoria is also an important
element in the backpacker travel
route, providing adventure activities,
alternative employment avenues and
an opportunity to interact with local
Australian culture. It also provides
the travel path into Melbourne from
Sydney or Adelaide.
Competitor analysis
Most Australian states recognise the
value of backpackers and actively target
this market. Backpacker operators have
long been a crucial part of the tourism
industry in Queensland, particularly
in Cairns. Tourism New South Wales
has recently increased its emphasis on
targeting this segment and announced
its plan to own the youth travel market
to Australia using new marketing
techniques such as the MySpace MySydney
campaign targeting young Americans.
Profile of backpackers
Backpacker travellers are traditionally
recognised as having the following
characteristics4:
Tourism authorities in Western Australia
and the Northern Territory have been
focusing their marketing efforts to
attract working holiday makers and
skilled migrants for some time. South
Australia and Tasmania have more
limited resources, but also recognise
the importance of this segment and
support their backpacker operators
through a range of marketing and
industry development initiatives.
The definition of backpacker tourism
visitors used by Tourism Research Australia
(TRA) is based on accommodation usage.
Standard backpackers are defined as
international visitors aged 15 years and
over who stayed at least one night in a
youth hostel or backpacker hostel during
their stay in Australia. Core backpackers
are defined as having spent at least
50 per cent of their stay in backpacker
accommodation.
New Zealand is viewed as a competitor
for Australia, although the two destinations
are often visited during the same trip.
New Zealand boasts a strong backpacker
industry and has a range of unique product
offerings for this market, particularly
extreme adventure and independent
touring. However, backpacker visitation to
New Zealand has recently slowed, with
working holiday maker arrivals falling from
47,700 in 2006 to 38,900 in 20073.
Working holiday makers (WHMs) are an
important sub-segment of the backpacker
market in Australia.The Working Holiday
Visa 417 (WHV) allows visitors to
supplement their travel with work,
which means they stay in Australia
longer than average backpacker travellers.
The WHV allows the visa holder to remain
in Australia for up to 12 months and
to work temporarily in Australia for up
to six months with the same employer.
Currently, 19 countries participate in
the program. The WHV was recently
amended to allow visitors to extend their
stay for a further 12 months if they fulfil
certain working conditions in regional
Australia. A similar yet more restrictive
work and holiday visa is also available for
certain nationalities (Appendix 1).
Globally, new more exotic destinations
are gaining popularity among the
backpacker market, including South
America, South Africa, Vietnam, Laos
and Cambodia. However, few countries
offer a working holiday scheme, which
gives Australia a competitive advantage
as a place to work to replenish funds
when travelling around the world.
3
Source: International Visitor Survey, Tourism Research New Zealand, year ending Dec 2007.
4
Pearce, P.L. (1990). The backpacker phenomenon: Preliminary answers to basic questions. Townsville: JCU.
• a preference for budget
accommodation
• an emphasis on meeting other
travellers
• an independently organised and
flexible travel schedule
• longer rather than brief holidays
• an emphasis on informal and
participatory holiday activities.
7
MARKET OVERVIEW
FIGURE 1
age profile of international backpacker visitors to victoria
year ending december 2007
50%
% of market
The age profile of backpacker travellers
to Victoria is typically young, with most
backpackers aged under 35 years
(refer figure 1). The age profile of
backpackers has evolved in recent years
with the emergence of older upmarket
backpackers with a higher spending
capacity and a preference for quality
budget accommodation (flashpackers).
40%
30%
20%
Backpackers tend to travel alone but
there has been an increase in the
numbers who travel with their partners,
friends or relatives.
New South Wales continues to attract the
highest number of backpacker visitors to
Australia, recording 441,000 backpackers
for the year ending December 2007,
followed by Queensland with 355,000.
Recent data from the International
Visitor Survey shows that Victoria
has experienced the largest growth
across key indicators compared with
its major competitors. Backpacker
visitors to Victoria have increased by
5.3 per cent per annum since 1999.
This has exceeded both the average
annual growth rate of backpackers to
Australia (4.2 per cent per annum)
and the average annual growth rate for
total visitors to Victoria (3.9 per cent
per annum) over the same period
(refer figure 2).
0%
15–24
25–34
Total
35–49
Backpackers
50+
Core Backpackers
Source: International Visitor Survey, Tourism Research Australia, year ending December 2007.
TABLE 1
KEY Backpacker indicators for australia and victoria
australia
Total Backpacker
Visitors (’000)
Visitor Nights (’000)
Average Length of Stay
Expenditure ($m)
victoria
Share
Total Backpacker
Share of
Share of
Total Backpackers
5,197
566
10.9%
1,462
258
17.6%
45.6%
158,220
40,396
25.5%
30,953
6,393
20.7%
15.8%
30.4
71.4
–
21.2
24.8
–
–
15,675
3,102
19.8%
3,137
492
15.7%
15.9%
99
77
–
101
77
–
–
Expenditure Per Night
Source: International Visitor Survey, Year ending December 2007, Tourism Research Australia.
FIGURE 2
Visitor growth 1999–2007
1999–2007
VISITATION (’000)
Market size
International backpackers are a lucrative
tourism sector which generated close
to $500 million in visitor expenditure in
Victoria in 2007.Victoria received 258,000
backpacker visitors during the year ending
December 2007 or 46 per cent of
all backpacker visitors to Australia
(refer to table 1).
10%
1,600
1,400
+3.9%
1,200
1,000
800
+4.2%
600
+5.3%
400
200
0
1999
2000
Australia - Backpackers
2001
2002
2003
Victoria – Total
Source: International Visitor Survey, Tourism Research Australia, 1999–2007
8
2004
2005
Victoria – Backpackers
2006
2007
FIGURE 3
FIGURE 4
Visitor nights growth 1999–2007
BACKPACKER VISITATION–VICTORIA
VISITATION (’000)
1999–2007
45,000
40,000
+5.5%
35,000
TOTAL
257,900
30,000
+7.0%
25,000
20,000
15,000
+9.3%
10,000
Visitors
%
COUNTRY OF ORIGIN
New Zealand
13,529
5
Japan
14,278
6
Korea
16,834
7
Other Asia
25,864
10
North America
29,405
11
United Kingdom
55,767
22
Germany
26,788
10
Nordic Countries
10,499
4
France
10,849
4
Other Europe
42,115
16
Other Countries
11,953
5
5,000
0
1999
2000
Australia - Backpackers
2001
2002
2003
Victoria – Total
2004
2005
2006
2007
Victoria – Backpackers
Source: International Visitor Survey, Tourism Research Australia, 1999–2007
Backpacker nights to Victoria have
increased steadily over the period
1999–2007, up 9.3 per cent per annum
(refer figure 3). This is higher than the
average annual growth rate achieved
for both backpacker visitors to Australia
and total visitors to Victoria over the
same period (up 5.5 per cent and
7 per cent respectively).
Backpackers stay considerably longer
than other visitors in Victoria, with an
average stay of 25 nights, compared with
13 nights for international holiday visitors
and 21 nights for total international
visitors (including students). As a result,
backpackers also spend more than other
international visitors during their stay.
Source markets
The majority of backpacker visitors
to Australia originate from countries
participating in the working holiday
program. As the scheme evolves so
does visitation from new countries
participating in the program. For
example, Korea has become the fourth
largest source of backpacker visitors to
Victoria since the WHV was introduced.
According to recent indicators, the top
five backpacker markets for Victoria
are United Kingdom, Germany, United
States of America (19,010), Korea and
Ireland (15,474) (refer figure 4).
Source: International Visitor Survey, Tourism Research
Australia, year ending December 2007.
9
MARKET OVERVIEW
Backpacker visitors from continental
Europe have the highest propensity
to travel to regional Victoria, with
visitors from France, the Netherlands,
Scandinavia, Switzerland and Germany
leading the way. By contrast, visitors
from United Kingdom and most Asian
countries prefer to stay in Melbourne
(refer figure 5).
Working holiday makers (WHMs)
The number of WHVs granted continues
to increase steadily year-on-year with
154,148 visas issued during the financial
year 2007–08. This is double the number
of visas granted in 2000–01. In 2005 an
option to extend the 12-month visa to
24 months under certain conditions was
introduced. Since then, the number of
people extending their WHV under
this scheme has increased from 2,679
to 11,816. During 2007–08, 7.7 per cent
of all WHMs applied for a second visa.
The latest indicators from the Department
of Immigration and Citizenship (DIAC)
indicate that applications for the WHV
continued to grow in the period
July–December 2008 across all source
markets expect Japan.
10
FIGURE 5
expenditure, regional dispersal and visitor volumes:
key backpacker markets
year ended December 2007
EXPENDITURE PER NIGHT ($)
Regional visitation
Of all backpacker visitor nights spent in
Victoria in 2007, 84 per cent were spent
in Melbourne and 16 per cent were
spent in regional Victoria. This highlights
the challenges faced by regional Victoria
in enticing backpacker travellers to travel
outside a short radius of Melbourne.
Of all backpacker visitor nights spent in
regional Victoria, 38 per cent were spent
in the Murray region, while 25 per cent
were spent on the Great Ocean Road.
120
110
USA 19.0
Switzerland 7.4
China 4.8
100
Other Countries 12.0
90
Canada 10.4
United Kingdom 55.8
Scandinavia 10.5
80
70
New Zealand 13.5
Italy 5.1
Germany 26.8
60
50
40
France 10.8
Netherlands 6.9
Korea 16.8
Japan 14.3
10
20
30
40
50
60
REGIONAL DISPERSAL (% OF NIGHTS)
Source: International Visitor Survey, Tourism Research Australia, year ending December 2007
TABLE 2
number of working holiday visas granted in australia 2005–2008
working holiday visas 2005–2008
Country of Origin
2005–06
2006–07
2007–08
United Kingdom
28,821
31,203
34,145
Korea
24,077
28,562
32,635
Ireland
12,554
15,684
17,438
Germany
12,089
13,514
17,120
Japan
9,415
11,707
10,599
Canada
6,828
8,207
11,005
France
Total first visa
Total second visa
Grand Total
6,126
7,073
8,090
111,257
126,822
142,332
2,679
7,790
11,816
113,936
134,612
154,148
Source: Department of Immigration and Citizenship (DIAC) Fact Sheet 49 – Working Holiday Program.
International backpackers are a
lucrative tourism sector which
generated close to $500 million
in visitor expenditure in Victoria
in 2007.
Wilsons Promontory. Photo: Mark Watson.
11
MARKET OVERVIEW
Backpacker characteristics
The fundamental drivers of backpacker
travel to Australia have not changed
much in the last decade with the key
priorities being freedom, fun/excitement,
climate, self-growth, and the search
for authentic experiences rather than
sanitised relaxation (Appendix 2).
Backpackers are generally more
environmentally friendly and aware
than other travellers and have one
of the lowest carbon footprints of all
travel segments5.
Travel is an important way for
backpackers to discover more about
themselves and the world. Backpackers
are also increasingly looking for ways to
give something back to society and are
interested in opportunities to volunteer
for altruistic causes.These experiences
are also a valuable addition to the resume
for job-seekers looking for ways to set
themselves apart from other candidates6.
Backpackers continue to rely heavily on
the internet for trip planning but travel
guides, word of mouth and travel agents
still play an important role. The internet
is used primarily as a tool to source
information; however, online bookings
have increased in recent years mainly to
purchase accommodation and airfares7.
12
Target markets
Many different frameworks have been
created over the years to categorise the
backpacker market. For the purpose of
this action plan, the typology created
by Monash University in 2007 was
used (Appendix 3). The matrix takes
into account backpacker demographics
and main motivation to travel. Tourism
Australia’s target audience of Young
Experience Seekers (aged 18–30) aligns
well with that typology, citing ‘gap year
travellers’ and ‘career breakers’ as their
main focus.
Tourism Victoria has identified four key
target segments within the international
backpacker market, as demonstrated
in table 3. The focus will remain
heavily skewed toward the Western
Hemisphere with a mix between
traditionally high performing countries
(UK, Ireland, Germany) and countries
with a high growth potential (US, France,
Italy, Eastern Europe).
TABLE 3
PRIORITY BACKPACKER SEGMENTS
working holiday visas 2005–2008
Priority Segment
Main Purpose
Source countries Destination
1
Working flashpackers
26–32
Work and travel
Subject to WHM Melbourne
program – mainly
UK/Europe
2
Working gappackers
18–25
Work, travel and
volunteer
Subject to WHM Melbourne and
program – mainly regional Victoria
UK/Europe and
USA
3
Independent travellers
28–40+
Travel
(and volunteer)
Western
Hemisphere
Regional Victoria
4
Study backpackers
18–25
Study and travel
Eastern &
Western
Hemisphere
Melbourne
Career breakers on WHM
Gap year backpacker and university
gap traveller on WHM
Career breaker and holiday
backpacker (repeat visitors)
Short-stay students
5
Director General of World Youth Student & Educational Travel Confederation
6
Youth Travel International, 2008. Tomorrow’s World the next big trends in youth & student travel. Edition #40, p11
7
Source: International Visitor Survey, Tourism Research Australia, year ending 2007
The main purpose for backpackers to
visit Australia is to holiday. In addition
to travelling, backpackers who hold the
appropriate visa are also looking to work.
Volunteering is another aspiration that
can be found across all sub-segments of
the backpacker market.
Demographic
Issues and opportunities
TABLE 4
strengths, weaknesses, opportunities and threats (SWOT) analysis of backpacker tourism in victoria
strengths
weaknesses
◊◊ Diverse natural attractions such as the
◊◊ Lack of destination awareness.
◊◊ Victoria is not currently on the backpacker
Great Ocean Road, the Grampians and Phillip Island.
◊◊ Victoria’s geographic location between Sydney
and Adelaide.
◊◊ Melbourne’s reputation as a liveable,
cultural and friendly city.
◊◊ Melbourne’s world-class nightlife and social scene.
◊◊ Victoria’s hot and dry summers.
◊◊ Melbourne’s position as an international gateway
to Australia.
◊◊ Victoria’s world-class major events calendar.
◊◊ Victoria’s range of short-term work opportunities.
◊◊ Melbourne’s inexpensive transport network.
◊◊ Dedicated backpacker website backpackvictoria.com
◊◊ Strong range of high quality ‘flashpacker’
accommodation in Melbourne.
◊◊ Strong industry association that is committed
to improving backpacker standards –
Backpacker Operators Alliance of Victoria (BOAV).
‘must see/do’ list.
◊◊ Seasonality issues due to cooler weather in winter.
◊◊ Low average length of stay in Victoria particularly
in the regions.
◊◊ Low consumer awareness of work opportunities
in Melbourne and regional Victoria.
◊◊ Lack of public transport access to regional Victoria.
◊◊ Lack of new or innovative backpacker experiences.
◊◊ Lack of suitable backpacker products and packages
in regional Victoria.
◊◊ No framework for backpacker product accreditation.
◊◊ Limited knowledge of Victoria within the domestic
and international backpacker and youth travel trade.
◊◊ Lack of information services for backpackers in Victoria.
◊◊ Lack of qualified staff to service the backpacker industry.
opportunities
threats
◊◊ Leveraging new technologies for marketing communications.
◊◊ Growth of low cost carriers (LCC) for air travel.
◊◊ Promoting short-term employment opportunities
◊◊ Increasing significance of climate change issues and
in Melbourne and regional Victoria.
◊◊ Over-commercialisation of the Sydney to Cairns
backpacker travel route.
◊◊ Targeting repeat visitors who have already travelled
the east coast.
◊◊ Improving backpacker service standards and
sustainability offerings.
◊◊ Developing and promoting volunteer work
opportunities in Victoria.
◊◊ Increasing nature-based and adventure product offerings.
◊◊ Improving product development activities particularly
for regional Victoria.
◊◊ Increasing media coverage about Victoria
as a backpacker destination.
◊◊ Maximising forecast growth for Victoria
from international markets.
potential impacts on the tourism industry, especially
long-haul air travel.
◊◊ Competition from other international
destinations targeting backpackers.
◊◊ Increased investment in marketing for backpackers
from the other Australian states and territories.
◊◊ Consumer perceptions about safety especially
in Melbourne’s nightclub precincts.
◊◊ Keeping pace with rapidly changing technology
for communications.
◊◊ Potential impacts of high fuel prices and global
economic volatility on LCC capacity to Melbourne.
◊◊ Future sustainability and role of BOAV.
◊◊ Rogue tourism operators and employers particularly
for seasonal harvest work and potential impacts
on Victoria’s reputation.
◊◊ Changing perceptions that Australia is not a
challenging or cool destination.
◊◊ Extending eligibility criteria for the
Working Holiday Maker program.
◊◊ New visa legislation in the USA (visa 462)
◊◊ Selling Melbourne as a stopover destination
in Australia on round-the-world routes.
13
Backpackers stay considerably
longer than other visitors in
Victoria, with an average stay
of 25 nights, compared with
13 nights for international
holiday visitors.
Cookie – Melbourne.
14
STRATEGY OVERVIEW
Following extensive research and consultation,
five key directions have been identified to help
address challenges within the backpacker segment
and maximise opportunities. This includes improving
the supply and quality of backpacker experiences,
increasing backpacker dispersal into regional Victoria,
increasing backpacker yield through more focused
marketing activity, targeting working holiday
markers more effectively and improving
stakeholder engagement.
TABLE 5
strategic responses to key challenges and opportunities
Key challenges and opportunities
◊◊ Growing concern for the environment and an interest in
ecologically friendly travel experiences.
◊◊ Growing demand for more meaningful and authentic travel experiences
(eg. volunteer tourism).
◊◊ Under-supply of products to cater for the distinct needs
of international backpackers.
◊◊ The rise of older backpackers with bigger budgets (flashpackers).
◊◊ Lack of information about the backpacker industry in Victoria
to attract investment in new products/experiences.
◊◊ Absence of a cohesive framework for the accreditation and
rating of backpacker products.
Strategic direction
Improve the supply and quality of
backpacker tourism experiences.
◊◊ Low rate of dispersal and length of stay in regional Victoria.
◊◊ Seasonality issues.
Increase backpacker visitation to
regional Victoria.
◊◊ New generation of highly savvy technology users.
◊◊ Low consumer awareness about Victoria as a backpacker destination.
◊◊ Lack of a unique brand to position Victoria in a competitive marketplace.
◊◊ Lack of easily accessible information for backpackers arriving in Melbourne.
◊◊ Low awareness of Victoria within the domestic and international youth travel trade.
◊◊ Negative perceptions about the weather in Victoria, especially in winter.
◊◊ Rapidly evolving backpacker behaviour and trends.
Increase backpacker yield through
more effective marketing strategies.
◊◊ Low consumer awareness of work opportunities in Victoria
Make Victoria a highly desirable place
for working holiday makers.
for working holiday makers (WHMs).
◊◊ Seasonal visitation impacts on the financial viability of many backpacker businesses.
◊◊ Limited understanding about the value of backpacker tourism
Improve stakeholder engagement.
in some communities/organisations.
◊◊ The need for a stronger, more professional backpacker tourism industry in Victoria.
15
DIRECTION 1
Improve the supply and
quality of backpacker
tourism experiences
With rapidly evolving demographics and
technologies, keeping up with backpacker
trends and responding to the needs of the
segment is a constant challenge for the
backpacker industry. Although there are
many products and facilities that cater to
backpackers, the nature, quality and spread
of the tourism products is a concern for
future development. Improving the quality
of backpacker experiences on offer and
helping the industry to adopt sustainable
business practices will enable the
backpacker industry in Victoria to achieve
long-term growth.
More than ever, backpackers are
looking for authentic and unusual travel
experiences. To cater for the specific
needs of backpackers, the industry needs
to review and adjust its product offerings
to match demand. Victoria needs to be
able to respond to changing consumer
requirements by offering a range of high
quality, environmentally friendly, socially
aware and cross-cultural experiences.
There is currently no comprehensive
and up-to-date database of backpacker
operators in Victoria. This is a missed
opportunity both from a product
development and a marketing
perspective. The difficulty lies in the
definition of a backpacker operator.
16
A number of operators are currently
not involved with the industry because,
although they do cater for backpackers,
it is not their core business. On the other
hand, some operators offer experiences
that would be suitable for backpackers
but have not yet recognised the potential
of this market.
Improving the supply of tailored packages
for backpackers would increase the
number of advance bookings made
directly by backpackers, either from their
country of origin or after their arrival
in Australia. The development of new
packages may also increase the appeal of
the destination by highlighting the diverse
range of experiences on offer. Increasing
the number of commissionable products
and packages available may also lift the
profile of Victoria within the domestic
and international travel trade.
Backpacker travellers are technologically
savvy and communicate through user
generated sites and social networks.
Negative experiences are being shared
via the internet at a rapid pace. This
means that the impact is vast and
immediate with potentially dramatic
consequences not just for a particular
product or operator but for an entire
destination. It is important to ensure
that backpacker operators are able to
provide high levels of customer service
to maintain and elevate the reputation
of the destination.
◊◊Work with the backpacker industry
to identify new, compelling and unique
experiences in Victoria that meet the
specific needs of backpackers.
◊◊Engage suitable tourism operators to
target the backpacker market.
◊◊Attract more investment in backpacker
products in Victoria by highlighting
development opportunities (regional
adventure activities, regional
backpacker accommodation,
indigenous tours, farm stays etc).
◊◊Work with the backpacker
industry to develop a range of
commissionable packages for the
youth travel trade.
◊◊Assist backpacker operators to
diversify their product offerings
to counter seasonality issues.
◊◊Encourage the backpacker
industry to adopt sustainable
business practices and develop
environmentally friendly experiences.
◊◊Provide backpackers with
information about socially and
environmentally responsible travel
itineraries in Victoria.
◊◊Advocate for a framework that
supports accreditation and business
excellence.
TABLE 6
DIRECTION 1 – THE WAY FORWARD
ACTIONS
RESPONSIBILITY
TIMING
Undertake an audit of all backpacker products in Victoria and
identify product gaps.
Lead – PM
Support – PD
2009
Support the development of new backpacker products that address
current gaps by providing more comprehensive product advisory services.
PM
2009–13
Develop new guidelines highlighting opportunities for investment
in backpacker products.
Lead – PM
Support – INV
2009
Develop business excellence training workshops for the backpacker industry to improve
the quality of experiences on offer.
Lead – PM, TE
Support – BOAV
2009–13
Advocate for the implementation of a backpacker accreditation system that meets the specific
needs of the backpacker industry and is in line with the new national accreditation framework.
Lead – BOAV
Support – PM, TE
2009–10
Provide leadership and advice to enable backpacker operators to improve
their offerings of environmentally friendly and sustainable products.
Lead – BOAV
Support – PM
2009–13
BOAV, PM
2009–13
Product development
Industry development
Marketing
Promote accredited and environmentally friendly products to backpackers.
BOAV Backpacker Operators Alliance of Victoria INV Tourism Investment (Tourism Victoria’s unit) PM Product Marketing (Tourism Victoria’s unit)
PD Product Development (Tourism Victoria’s unit) TE Tourism Excellence (Tourism Victoria’s unit)
Surf Kayaking – Apollo Bay. Photo: Mark Wilson.
17
DIRECTION 2
Increase backpacker visitation
to regional Victoria
Tourism is a major economic driver
for regional Victoria and contributes
significantly to destination development
through investment attraction,
employment and visitor dispersal.
Backpackers play a fundamental role
in supporting local communities by
providing low economic leakage,
stimulating new product development
and helping alleviate seasonal labour
shortages.
There is strong potential for regional
Victoria to grow its share of backpacker
visitors given the inherent desire of
backpackers to discover new places
and get off the beaten track. However,
there are a number of issues that need
to be addressed before that potential
can be realised. These include issues
with accessibility, suitability of product
and improving consumer awareness of
regional experiences and destinations.
8
18
Regional Victoria has less bed capacity
and lower average annual occupancy
rates than Melbourne (23 per cent
compared to 56 per cent)8. Seasonality
is an ongoing concern for all backpacker
accommodation operators; however, it
is particularly acute in regional Victoria
between May and September and has
caused many small regional operators
to close down or downsize their
business. Another viable yet not widely
used alternative is to diversify.
To drive backpacker visitation growth
in regional Victoria, a number of
new initiatives have been and will be
undertaken to highlight the diverse
and authentic range of travel and work
experiences available. Tourism Victoria
has created different regional hubs for
marketing purposes. Based on current
visitation trends and infrastructure
facilities, the regions identified as having
the most potential for leisure and work
with backpacker travellers are:
TABLE 7
Leisure
work
Great Ocean Road
& Grampians
Mildura
Phillip Island
& Wilsons
Promontory
Yarra Valley
High Country
Gippsland
Source: Survey of Tourist Accommodation, Australian Bureau of Statistics, year ending December 2007
◊◊Improve the quantity and quality
of backpacker facilities in regional
Victoria, particularly accommodation
and activities.
◊◊Encourage backpacker operators in
regional Victoria to work together
to better package products in their
destination and to diversify their
product offerings.
◊◊Work with transport operators to
service new backpacker destinations
within Victoria.
◊◊Highlight self-drive options for
backpackers in regional Victoria.
◊◊Promote the unique tourism
experiences and work and
volunteer opportunities available to
backpackers in regional Victoria, using
the concept of hubs.
◊◊Leverage regional brand campaigns
by incorporating appropriate
elements into activities for
backpackers.
◊◊Focus international marketing activities
on the countries that already disperse
well into the regions, such as Germany,
Switzerland, Netherlands, Scandinavia,
France, Italy and North America.
TABLE 8
ACTIONS
RESPONSIBILITY
TIMING
Undertake an audit to identify ongoing short-term employment opportunities
for backpackers in regional Victoria.
PM
2009
Work with local government, regional tourism organisations and local tourism associations
to support product development and quality assurance of backpacker products.
Lead – PM
Support – PD, RGNL
2009–13
Encourage local operators to work together to create flexible travel packages
ex-Melbourne (eg. ‘work & play’ packages).
Lead – PM, PD
Support – RTOs
2009–13
Support national and regional transport operators (coach and train companies, LCCs)
to service the backpacker market in regional Victoria.
Lead – PM, S&P
Support –
Dept of Transport
2009–13
Lobby national tour operators to include Victorian itineraries
into their marketing programs (eg. Intrepid, Connections).
PM
2009–13
Promote regional hubs based on work and/or leisure purpose of visit.
PM
2010–13
Integrate backpacker experiences into key touring routes across Victoria by producing
a series of backpacker maps in print and online (self-drive and public transport).
Lead – PM,
Support – BOAV &
RGNL
2009–13
Improve backpacker awareness of the unique experiences in regional Victoria through cost
effective promotional activities and by improving the regional content on backpackvictoria.com
Lead – PM
Support – EMKT
2009–13
Partner with youth travel retailers/wholesalers to incorporate key regional messages in tactical
marketing campaigns, particularly in source countries with above average regional dispersal.
Lead – INT O/S
Support – PM
2009–12
Leverage selected regional events, including music festivals and country racing, by creating
a backpacker events calendar and encouraging operators to offer event packages.
PM, EVENTS
2009–12
Educate the Melbourne youth travel trade about backpacker destinations and products
in regional Victoria through sales calls and familiarisations.
PM
2009–13
Product development
Regional marketing
BOAV Backpacker Operators Alliance of Victoria EMKT E-Marketing (Tourism Victoria’s unit) EVENTS Events Team (Tourism Victoria’s unit) INT O/S Tourism Victoria International Offices Overseas
PM Product Marketing (Tourism Victoria’s unit) PD Product Development (Tourism Victoria’s unit) RGNL Regional Tourism (Tourism Victoria’s unit) RTO Regional Tourism Organisation
S&P Strategy & Policy (Tourism Victoria’s unit)
19
DIRECTION 3
Reach the target audience
more effectively through
innovative marketing
strategies
Tourism Victoria has worked in the
backpacker market since 1995, primarily
via offshore trade education activities,
consumer promotions and cooperative
marketing.
In recognition of the increasing value of
the backpacker market to the State’s
economy, the Victorian Government
provided additional funding during
2003–07 to attract this lucrative segment
through a range of initiatives. The key
focus areas were research, website
development, marketing and promotion,
cooperative partnerships and industry
development.
Tourism Victoria produced a Backpacker
Tourism Action Plan 2004–2006 which
focused on leveraging opportunities from
the Melbourne 2006 Commonwealth
Games.The resultant tactical campaign
was successful in attracting backpackers
to the Commonwealth Games and
cemented Melbourne’s reputation as
the events capital of Australia.
20
Tourism Victoria targets backpackers
through marketing both in their country
of origin and while they are in Australia.
This is because backpackers typically
have limited plans and make minimal
travel arrangements prior to departure.
Anecdotal evidence suggests that many
backpackers who visit Melbourne at the
end of their travels are disappointed to
leave and would like to spend more time
in the State to explore.To overcome this,
Melbourne is being positioned as the ideal
starting base for an Australian backpacker
experience. Melbourne’s friendly, cultural
and authentic vibe is used to position the
city as a must-see destination. Attributes
such as a vibrant social scene, work
opportunities, affordability and quality
of accommodation are featured as key
attractors.The proximity of regional
Victoria’s natural assets and ease of access
to other interstate destinations is also
highlighted.
Internet and mobile technologies have
been identified as the main channels
of communication for backpackers,
particularly prior to arrival in Australia.
Tourism Victoria has developed a
content-rich website dedicated to
backpackers. To improve our marketing
communications for this segment it is
important to enhance the website by
integrating new interactive features and
using new technology tools.
◊◊Develop a strong Victoria brand for
the backpacker segment based on
the diversity of experiences available
in Melbourne and Victoria.
◊◊Encourage backpacker visitation
during shoulder periods by
highlighting work opportunities,
events and activities available during
the off-peak season.
◊◊Improve awareness of existing
backpacker tourism experiences,
events and other products available
in Victoria.
◊◊Increase the cohesion between
domestic and international marketing
campaigns to ensure better linkages
and follow through.
◊◊Leverage the latest technologies
to effectively reach the backpacker
market as part of a dedicated
e-marketing program.
◊◊Encourage positive word of
mouth about Victoria through
social networking and e-marketing
activities.
TABLE 9
ACTIONS
RESPONSIBILITY
TIMING
Review the Backpack Victoria brand and key messages. Develop a new brand or refresh the
existing brand accordingly. Encourage take up with key partners to expand reach and consistency.
PM
2009 onwards
Use backpackmelbourne.com as a call to action in all communications.
PM
2009–10
Create a backpacker marketing toolkit and brand guide book for the backpacker industry
and regional tourism organisations.
PM
ongoing
Drive traffic to backpackvictoria.com through online and print advertising
in targeted backpacker media.
PM
ongoing
Encourage the development of a free Melbourne/Victoria backpacker guidebook
to provide a range of information on Melbourne and regional Victoria.
PM
2009
Commission the development of testimonials (film and non-film),
podcasts and vodcasts about Melbourne/Victoria for backpackers.
PM
2009–10
Leverage Melbourne’s world-class events calendar and support the creation of relevant
backpacker events in Victoria to generate visitation/awareness of the destination,
especially in off-peak seasons.
PM, EVENTS
2009–13
Support backpacker trade and media familiarisations for key decision makers/influencers
in the backpacker market.
PM
2009–13
Redevelop backpackvictoria.com and add new features including testimonials,
interactive maps, vodcasts, podcasts, a job board and a booking system.
PM, EMKT
2009–13
Research and integrate Web 2.0 tools such as social networking, user generated content,
mobile and other emerging technologies into marketing communications.
PM, EMKT
2009–13
Develop language variant sites of backpackvictoria.com for relevant markets such as
Korea and South America.
INT, EMKT
2009–13
Liaise with Tourism Victoria’s international offices to ensure that key messages
and activities for the backpacker market are consistent and aligned.
PM, INT O/S
2009–13
Develop cooperative marketing campaigns with key overseas trade partners/airlines
to encourage backpackers to book travel packages to Melbourne pre-departure.
INT O/S
2009–13
Participate in relevant backpacker travel shows interstate and overseas.
INT O/S, PM
2009–13
Educate the youth travel trade overseas about Victoria as a backpacker destination
and encourage them to offer starter packages to Melbourne.
INT O/S
Encourage international media familiarisations through the Visiting Journalists Program.
INT O/S, PR
2009–13
Capitalise on the Neighbours brand in United Kingdom/Ireland.
INT O/S, PM
2009–13
Develop marketing activities for the short-term international education market in conjunction
with the International Education unit of the Department of Innovation, Industry and Regional
Development.
PM
2009–13
Commission a feasibility study into the development of a central backpacker information hub
(hard infrastructure).
PM
2009–10
Branding and communication
Backpacker marketing
Online marketing
International marketing
Strategic partnerships
EMKT E-Marketing (Tourism Victoria’s unit) EVENTS Events Team (Tourism Victoria’s unit) INT International Marketing (Tourism Victoria’s unit)
INT O/S Tourism Victoria International Offices Overseas PM Product Marketing (Tourism Victoria’s unit) PD Product Development (Tourism Victoria’s unit)
21
DIRECTION 4
Make Victoria a highly
desirable place for working
holiday makers
The Working Holiday Maker (WHM)
scheme provides Australia with a key
point of difference against competitor
destinations. Many round-the-world
travellers use Australia as a valuable stop
to recharge their bank accounts to fund
their travels. Victoria has the capacity to
capitalise on this positioning further, given
the availability of temporary work in the
State, especially in regional areas.
WHMs have been identified as the
priority backpacker sub-segment for
Victoria. WHMs can stay in Australia
for up to two years, participating in the
local economy and potentially alleviating
labour shortages in the State. Anecdotal
evidence suggests that backpackers in
temporary employment in Melbourne
or regional Victoria stay for longer
periods of time resulting in increased
yield. The WHM segment is also less
sensitive to seasonality issues.
22
Sydney’s position as the number one
port of arrival, combined with fierce
competition for WHMs, in particular
from Western Australia and the
Northern Territory, highlights the need
for a committed approach to target the
WHM market. Lack of awareness about
work opportunities in Victoria and bad
experiences relayed through word of
mouth are some of the impediments
that need to be overcome to grow
the segment further.
If Tourism Victoria is to be successful
in targeting the WHM segment, it has
to address the issue of matching the
supply and the demand for backpacker
jobs. There is currently no system in
place that allows a central, convenient
and independent search for available
jobs. Creating such a platform would
put Victoria at the forefront of WHM’s
mind and put the State at a definite
competitive advantage.
Although the Department of
Immigration and Citizenship (DIAC)
is constantly reviewing the working
holiday scheme, one of the key factors
impeding the growth of the WHM
segment relates to 417 visa restrictions.
These restrictions include age limits,
eligible countries and the conditions
for a visa extension. Ideally, applying for
a second consecutive visa would be
extended to working in other industry
sectors and to regions located closer
to Melbourne (for example, Yarra Valley
and Mornington Peninsula).
◊◊Increase backpacker nights and
yield by attracting more WHMs
to Victoria.
◊◊Position Melbourne and Victoria as
an ideal working holiday destination
by highlighting work opportunities,
the affordable cost of living and
leisure activities through marketing.
◊◊Seek input from a group of relevant
stakeholders to address a range
of challenges related to WHMs
in Victoria.
◊◊Provide information and resources
to assist backpackers who are
seeking work in Victoria, especially
in areas of skills shortages.
◊◊Promote volunteer work options
in Victoria to enhance backpackers’
experiences and resumes.
◊◊Work with relevant industry bodies
to safeguard Victoria’s reputation as
a fair place to work for backpacker
visitors.
TABLE 10
ACTIONS
RESPONSIBILITY
TIMING
Lead – PM, RGNL
2009–11
Create an extensive online information platform for WHMs to communicate
the range of job opportunities available in Victoria.
PM, EMKT
Support – RTOs
2008–13
Investigate the validity of establishing a WHM information area
as part of the backpacker information centre.
PM
2009–13
Develop a motivational marketing campaign targeting the WHM segment in key source markets.
PM, INT O/S
2009–10
Assess the possibility of participating in targeted overseas WHM expos.
PM, INT O/S
2009–13
Assemble a taskforce of relevant stakeholders to discuss and address WHM issues
on a regular basis.
PM
2009
Work with other government agencies and the private sector to achieve
optimum information flow between potential employers and backpackers.
BOAV, PM
2009–13
Investigate opportunities with other government agencies to more effectively use WHMs
to address skills shortages in Victoria.
PM
2009–13
Work with other government agencies and the private sector to ensure
the quality of working experiences by developing monitoring and evaluation systems.
BOAV, PM
2009–13
Create a range of work information fact sheets for employers and backpacker employees
in conjunction with industry partners.
PM
2009–13
Explore opportunities to work with DIAC to provide information about Victoria
to the WHM market.
PM
2009–13
Lobby DIAC to further expand eligibility criteria for the 417 visa (including second visa)
and 462 visa.
Lead – BTAP/BOAV
Support – PM, INT
2009–13
Lobby DIAC to improve the provision of information to WHMs
on primary industry work prior to arrival in Australia.
Lead – PM
2009–13
Research
Research and monitor awareness, needs, opportunities and the economic benefits
of WHMs for Victoria.
Marketing activities
Working in conjunction with partners
Policy advocacy
BOAV Backpacker Operators Alliance of Victoria BTAP Backpacker Tourism Advisory Panel EMKT E-Marketing (Tourism Victoria’s unit) INT International Marketing (Tourism Victoria’s unit)
INT O/S Tourism Victoria International Offices Overseas PM Product Marketing (Tourism Victoria’s unit) RGNL Regional Marketing (Tourism Victoria’s unit) RTO Regional Tourism Organisation
23
DIRECTION 5
Improve stakeholder
engagement
There is a need for greater collaboration
between Tourism Victoria, backpacker
operators and other relevant public and
private sector organisations to increase
industry cohesion. A collaborative
and coordinated approach across all
stakeholders is essential to maximise the
resources available to target this segment.
The backpacker industry has a strong
national voice in Australia through
the Backpacker Tourism Advisory
Panel (BTAP) which is linked to
the Australian Tourism Export
Council (ATEC). Their objective is
‘to facilitate an industry platform
for the development and growth
of the backpacker tourism segment
by elevating the policy agenda and
providing a unified voice on backpacker
issues at all levels of government’. Their
priorities include events, international
marketing, industry cohesion, financial
sustainability and policy.
The backpacker industry in Victoria
has strong representation through
the Backpacker Operators Alliance of
Victoria (BOAV). BOAV is attached
to the Victorian Employers Chamber
of Commerce and Industry (VECCI),
reflecting its growing maturity and
importance as an industry body.
24
BOAV aims ‘to support the continued
development of the Victorian backpacker
industry by representing the interests of
all backpacker businesses and operating
as an essential source of information on
backpacker tourism’. Key priorities include
accreditation, standards and ratings, skills
and labour shortage and sustainability.
Mildura has formed its own Backpacker
Operators Alliance to address issues
relating to the influx of working holiday
makers doing seasonal work.
The sustainability of BOAV is paramount
to the success of the backpacker industry
in Victoria.The current model of operation
might not be sustainable in the long term
due to a low membership base.
The lack of resources and professionalism
within the backpacker industry is another
key issue driven by the fact that many
backpacker operators in Victoria are small
businesses with limited time and funds.
The lack of standards reflects badly on
the tourism industry overall and has the
potential to impact on the industry’s
reputation.
Although the importance of the
backpacker segment is now widely
recognised within the tourism industry,
its value is not always acknowledged
within the non-tourism sector and the
wider community. Improved stakeholder
engagement will result in a stronger, more
professional industry that is able to deliver
better services and products, as well as an
increased understanding of the value of
the backpacker market to the state.
◊◊Raise the profile of backpacker
tourism at all levels of government
and within the broader tourism
industry to reinforce the importance
of this segment to Victoria’s tourism
sector and economy.
◊◊Increase collaboration between
Tourism Victoria, backpacker
operators, the Federal Government
and other relevant organisations
(both public and private sector)
to maximise resources and ensure
consistency in communications.
◊◊Increase backpacker industry
cohesion and communication to
deliver a more focused and targeted
approach to maximising this segment
for Victoria.
◊◊Ensure that BOAV is a sustainable
and effective industry body in the
long term.
TABLE 1 1
ACTIONS
RESPONSIBILITY
TIMING
Educate key stakeholders about the significance of the backpacker industry through
networking and public speaking engagements.
Lead – BOAV
Support – PM
2009–13
Provide annual and on-request research updates on the backpacker market to BOAV
and industry stakeholders.
Lead – RES
Support – PM
2009–13
Create film and non-film backpacker ‘identities’ to raise awareness of the backpacker industry.
PM
2009–13
Create a memorandum of understanding between Tourism Victoria and BOAV
to improve communications and collaboration on key backpacker issues.
PM, BOAV
2009
Engage industry partners, such as LCCs, airports and transport companies,
to improve the profile of the backpacker industry.
Lead – PM, ID
Support – BOAV
2009–13
Work with training providers to develop a training course for front office staff
working with backpackers to improve service delivery.
Lead – BOAV
Support – PM
2009–13
Develop partnerships with relevant public and private agencies to ensure
that the needs of the backpacker market are incorporated into relevant decision making.
PM
2009–13
Communication and marketing
Partner collaboration
BOAV Backpacker Operators Alliance of Victoria ID Industry Development (Tourism Victoria’s unit) PM Product Marketing (Tourism Victoria’s unit) RES Research (Tourism Victoria’s unit)
Movida – Hosier Lane, Melbourne.
25
Appendices
Appendix 1
working holiday maker program
Working Holiday Visa (subclass 417)
Australia’s Working Holiday program
encourages cultural exchange and closer
ties between arrangement countries
by allowing young people to have an
extended holiday supplemented by
short-term employment – with special
focus on regional Australia.
Working Holiday Visa holders have
a positive effect on the Australian
economy and create jobs in Australia.
The Working Holiday program
assists Australian regional employers
by ensuring they have access to a large
pool of workers in specified industries.
The Working Holiday Visa is available
to passport holders aged 18–30 from
Belgium, Canada, the Republic of Cyprus,
Denmark, Estonia, Finland, France,
Germany, Hong Kong SAR, the Republic
of Ireland, Italy, Japan, Republic of Korea,
Malta, the Netherlands, Norway, Sweden,
Taiwan and the United Kingdom.
26
Second Working Holiday Visa
Applicants who have done specified
work in an eligible regional Australian
area for a minimum of three months
(88 days) while on their first Working
Holiday Visa, may be eligible for a second
Working Holiday Visa.
Work and Holiday Visa (subclass 462)
Australia's Work and Holiday program
allows young professionals from
arrangement countries to have an
extended holiday in Australia by
supplementing their travel funds through
incidental employment.
The requirements are the same as for
the first visa, except that applications can
be made while the applicant is either in
or outside Australia. Applicants must have
evidence of their specified work.
Australia currently has reciprocal
Work and Holiday arrangements in
effect with Thailand, Chile, Turkey and
the United States.
Specified work currently includes:
• the primary industry, which includes
the agriculture, forestry, fishing and
mining industries
• the construction sector
(since 1 July 2008).
Australia has signed Work and Holiday
Visa arrangements with Bangladesh,
Malaysia and Indonesia. These
arrangements are not yet in effect,
therefore, it is not possible for people
from these countries to apply for this
visa at present. Information about the
commencement of these arrangements
will be published on the department's
website when it is finalised.
Source: DIAC’s website www.immi.gov.au
Appendix 2
KEY BACKPACKER NEEDS
APPENDIX 2
A RANGE OF NEEDS
MORE OUTER DIRECTED / EXTERNALLY FOCUSED
(ACTIVITY / SOCIAL FOCUS)
◊
FUN/EXCITEMENT
CLIMATE
MEETING
OTHER
TRAVELLERS
LESS
LOCATION
SPECIFIC
DO SPECIFIC
ACTIVITIES
MEETING
LOCAL
PEOPLE
SIGHTSEEING
WORKING IN
A DIFFERENT
COUNTRY
◊
FREEDOM
MORE
LEARNING ABOUT
LOCAL CULTURES
PHYSICAL
COMFORT
◊ LOCATION
SPECIFIC
STUDY
EMOTIONAL
COMFORT
LEARNING ABOUT
LOCAL CULTURES
SELF GROWTH
◊
MORE INNER DIRECTED / INTERNALLY FOCUSED
(INDIVIDUAL / HOW I FEEL FOCUS)
Appendix 2
Appendix 2
Backpacker needs
TRAVELLERS MORE THAN TOURISTS
freedom
climate
TRAVELLER
TOURIST
◊◊ A primary driver of
◊◊ Need for hot, sunny climate
◊◊ Especially important
◊◊ On a trip
◊◊ On the go
◊◊ On holiday
◊◊ More fixed to one
◊◊ Longer term
◊◊ Hostels, camping, rented
◊◊ Short term
◊◊ Hotels
◊◊ Package Tour
◊◊ With companion(s)
◊◊ Planned itinerary
◊◊ Following well-worn trail
◊◊ Suitcase
◊◊ Keep to ‘their own’
◊◊ Planned budget, savings
◊◊ About seeing
backpacking as a travel
mode
◊◊ Escape from work/routine/
responsibility
◊◊ Freedom from yourself/
others definition of you
◊◊ Spontaneity in travel plans
for N. Europeans
(avoid their winter)
◊◊ Many travellers plan
their route to coincide
with favourable weather
patterns.
Slef-growth
fun/excitement
◊◊ Particularly longer trips
◊◊ Opportunity for
◊◊ Desire for hedonism rather
self-discovery and
self-challenge
than simply enjoyment
◊◊ Strongly associated with
drinking/partying
from place to place
rooms
◊◊ Independent
◊◊ Alone/with companion(s)
◊◊ Less defined plans (if any)
◊◊ Spontaneity, freedom
◊◊ Off the beaten track
◊◊ Mainly backpack
◊◊ Mix with locals
◊◊ Stretching the budget
◊◊ About being
(or few) base(s)
authentic experience
SANITISED RELAXATION
‘More time than money’
‘more money than time’
Source: Exploring the International Backpacker Market in Australia, 2002
27
Appendices
Appendix 3
TYPES OF BACKPACKER TRAVELLERS
Appendix 3
backpacker varieties in australia 2007
◊◊ Holiday Backpacker
Short-term backpacker on paid holidays. Older, repeat
visitation. Strong recent growth. Have $$ to spend
◊◊ Gap Year Backpacker
Gap between school and university. 18–19 y. olds
‘Party backpackers’ & ‘Volun-tourism’
◊◊ University Gap Traveller
a) End of year and
b) end of course travel. 20–24 y. olds
◊◊ Career breaker (Flash-packer)
Break from established career (financial resources)
26–25 y. olds, Social, quality accommodation
Can use WHM visa (under 31). Boutique hotels, 5 star
◊◊ Study Backpacker
Study in Australian university and backpack in the breaks
◊◊ Grey Nomad
Over 55 mature traveller, Self drive popular, boutique hotels
Information courtesy of Dr Jeff Jarvis, Monash University, www.monash.edu
28
GLOSSARY OF TERMS, ACRONYMS & ABBREVIATIONS
ATEC
BOA BOAV BTAP CAV DIAC DIIRD
DPI DSE Famils
Flashpackers
Gappackers
Gap Year
LCC LTA NBT
PD
PM PR
RTA RTO RTW TA TE TRA USP VECCI VJP TV
Australian Tourism Export Council
Backpacker operators association
Backpacker Operators Alliance of Victoria
Backpacker Tourism Advisory Panel
Consumer Affairs Victoria
Department of Immigration and Citizenship
Department of Innovation, Industry and Regional
Development
Department of Primary Industries
Department of Sustainability and Environment
Familiarisation (or educational) trips
upmarket backpackers
gap year travellers
pre- or post- university sabbatical year
Low cost carrier (airline)
Local tourism association
Nature-based tourism
Product Development (Tourism Victoria’s unit)
Product Marketing (Tourism Victoria’s unit)
Public Relations (Tourism Victoria’s unit)
Regional tourism association
Regional tourism organisation
round-the-world
Tourism Australia
Tourism Excellence (Tourism Victoria’s unit)
Tourism Research Australia
unique selling point
Victorian Employers Chamber of Commerce and
Industry
Visiting Journalist Program
Tourism Victoria
Voluntourism WHM WHV or volunteer tourism is a fast growing trend which
includes activities focused on furthering a charitable
cause for which the participant receives no
remuneration. The types of volunteer vacations are
diverse, from low-skill work cleaning up local wildlife
areas to providing high-skill medical aid in a foreign
country. Many youth travellers and backpackers are
increasingly concerned for the environment and have
a desire to connect more meaningfully with local
communities.
Working holiday maker
Working holiday visa (visa 417)
RGNL
S&P
EMKT
INT O/S
INT
EVENTS
RES
ID
INV
Regional Tourism (Tourism Victoria’s unit)
Strategy & Policy (Tourism Victoria’s unit)
E-Marketing (Tourism Victoria’s unit)
Tourism Victoria International Offices Overseas
International Marketing (Tourism Victoria’s unit)
Events Team (Tourism Victoria’s unit)
Research (Tourism Victoria’s unit)
Industry Development (Tourism Victoria’s unit)
Tourism Investment (Tourism Victoria’s unit)
29
REFERENCES
Adventure & Backpacker Industry Conference 2007, Sydney.
The 21st Century Backpacker.
Tourism Research New Zealand, 2007.
Activities and Attractions, International Visitor Survey.
Adventure & Backpacker Industry Conference 2008, Sydney.
Where the bloody hell next?
Tourism Victoria, 2006 & 2007. Backpacker Tourism Market Profile.
ATEC Backpacker Conference 2008, Newcastle.
Innovation – Leading into the Future.
Department of Immigration and Citizenship, September 2008.
Visitor, Student, Working Holiday Maker, Work and Holiday Visa Report.
Tourism Victoria, Business Plan 2008–2011
Hannam, K. & Ateljevic, I., 2008. Backpacker Tourism: Concepts and Profiles.
Channel View Publications, Clevedon, UK.
Tourism Victoria, Regional Tourism Action Plan 2009–12
Pearce, P.L., 1990. The backpacker phenomenon: Preliminary answers
to basic questions. Townsville, James Cook University of Northern
Queensland.
Peel, V. & Steen, A., 2006. Victims, hooligans and cash-cows: media
representation of the international backpacker in Australia.
Tourism Management 28 (2007) pp 1057–1067
Jarvis, J. & Peel, V., 2007. Study Backpackers: Australia’s Short-stay
International Student Travellers. In: Hannam, K. & Ateljevic, I., 2008.
Backpacker Tourism: Concepts and Profiles. Channel View Publications,
Clevedon, UK, pp 157–173.
Jarvis, J., June 2007. The Multi-Billion Dollar Backpackers, Monash
University, UNWTO Conference.
Mintel International Group Limited, July 2008.
Adult Gap Years – International.
Tourism Forecasting Committee (TFC) forecasts,
2008 Issue 2, December 2008-12-29
Tourism Research Australia, 2006 & 2007.
Backpackers in Australia snapshot.
Tourism Research Australia, 2006, 2007 & 2008.
International Visitor Survey.
30
Tourism Victoria, September 2008.
Tourism Investment Guidelines –
Your Guide to Tourism Investment in Victoria.
Tourism Victoria, Nature-based Tourism Strategy 2008–2012
Tourism Victoria & Australian Tourism Commission, April 2002.
Exploring the International Backpacker Market in Australia
World Tourism Organization (UNWTO), 2008.
Youth Travel Matters – Understanding the Global Phenomenon
of Youth Travel.
Climate Change and Youth Travel: Youth Travel Industry Guide.
New Horizons II: Survey of young independent travellers.
Youth Travel International, 2008. Tomorrow’s World the next big trends in
youth and student travel. Edition #40, pp 9–15.
Youth Travel International, 2008. Youth travellers keen to be green, p18.
Web 2.0 p24. Youth hostels, far from the dorm p26. Edition #39, pp 9–15.
Youth Travel International, 2009. The Global Crisis: A Youth Travel
Perspective. Edition #41, pp 4–9.

backpacker tourism action plan

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