Print Version - the Shoalhaven

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ISSN 1035-144
SHOALHAVEN CITY COUNCIL
TOURISM IN THE
SHOALHAVEN
PROFILE AND STATEMENT
OF ECONOMIC IMPACT
For the year ending 30 June 2011
13 January 2012
Tourism in the Shoalhaven - Profile and Statement of Economic Impact
for the year ending 30 June 2011
Executive Summary
SHOALHAVEN CITY - A place of beauty, beaches and bush
Shoalhaven City, on the South Coast of NSW, is 160km south of Sydney and stretches for a further 160km
"as the crow flies". Its’ main centres are Nowra, Ulladulla and Jervis Bay.
The Shoalhaven takes in the coast, the fertile plains, the rugged mountain escarpment and the panoramic
views of the eastern seaboard. Within the City there are over 300,000 hectares of National Parks and State
Forests, there are rivers, coastal lakes, estuaries and many miles of navigable waterways
Shoalhaven City has a population of 97,000. With tourism visitation this swells to 320,000 during peak
holiday times which occur from Boxing Day onwards for approximately 2 weeks and at Easter each year.
Projections indicate that the Shoalhaven’s population will grow to 109,200 by 2016.
Shoalhaven City, Jervis Bay Territory, Wollongong City, Shellharbour City, Kiama Municipality, Eurobodalla
Shire and Bega Valley Shire together are recognised by the NSW Government, (Destination New South
Wales), as the South Coast Region.
The following estimates have been prepared for Shoalhaven City
for the 12 months ending 30 June 2011.
They include Shoalhaven City Local Government Area and Jervis Bay Territory
Year Ending
Shoalhaven
30th June 2011
(Incl. JBT)
Number of Domestic Overnight Visitors
1,232,000
Number of Domestic Visitor Nights
Number of Domestic Day Visitors
4,217,000
1,247,000
Expenditure-Domestic Overnight visitors
Expenditure by Day Visitors
$552,427,000
$107,242,000
International Visitors
Number of Visitors
Number of Visitor Nights - unreliable data
Number of Day visitors - unreliable data
38,000
206,000
20,000
Expenditure by International Overnight Visitors
Expenditure by International Day Visitors
Totals
Total Expenditure by all Visitors (rounded)
$16,686,000
$1,580,000
$677,935,000
$678,000,000
Source: Tourism Research Australia, National Visitor Survey, YE 30 June 2011.
The following report has been prepared as a statement of the level of tourism activity within the City of
Shoalhaven and the economic impact, in gross terms, on the City, during 2010-2011. If figures for 20102011 are not available then the “most recent year” figures have been used. These are noted throughout the
report.
Shoalhaven City Council
Page 2 of 30
Definition of Tourism
For the purpose of this exercise, a tourist is defined as any person who is not a resident of Shoalhaven City
who visits the Shoalhaven City for any reason, for any length of time, for less than three months duration.
Expenditure by Visitors
Expenditure estimates have been calculated using the following source:- Tourism Research Australia. Travel
Expenditure by Domestic and International Visitors in Australia’s regions. Year ended 30 June 2011
Travel Expenditure by Visitors
ref Tourism Research Australia
Year Ended 30 June 2011
South Coast Domestic - $131 per night
South Coast Domestic - $86 per day
Regional NSW Domestic - $137 per night
Regional NSW Domestic - $98 per day
South Coast International $81 per night in the region
South Coast International - $79 per day (assumed same as domestic)
NSW International $67 per night in the region
NSW International - $98 per day (assumed same as domestic)
Year Ending 30th June 2011
South Coast
NSW
(Incl. JBT)
1,232,000
2,900,000
24,100,000
Number of Domestic Day Visitors
Expenditure-Domestic Overnight visitors
4,217,000
1,247,000
$552,427,000
10,400,000
5,149,000
$1,362,400,000
81,100,000
49,700,000
$13,138,200,000
Expenditure by Day Visitors
$107,242,000
$442,814,000
$4,970,000,000
Number of Domestic Overnight Visitors
Number of Domestic Visitor Nights
International Visitors
Number of Visitors
Number of Visitor Nights - unreliable data
Shoalhaven
38,000
122,000
2,800,000
206,000
20,000
$16,686,000
2,237,000
194,800
$181,197,000
61,300,000
$1,580,000
$15,389,200
Total Expenditure by all Visitors
$677,935,000
$2,001,800,200
$24,054,300,000
Total Expenditure by all Visitors (rounded)
$678,000,000
$2,000,000,000
$24,000,000,000
Number of Day visitors - unreliable data
Expenditure by International Overnight
Visitors
Expenditure by International Day Visitors
$5,946,100,000
Source: Tourism Research Australia, National Visitor Survey, YE June 2011
Page 3 of 30
Visitor Nights
A visitor night is defined as one person staying for one night within the boundaries of the City of Shoalhaven.
Tourists can use various types of accommodation. These are hotel/motel, private hotel/guest house, rented
flat/house, own holiday house/flat, friends or relatives home, farm, cabin in caravan park, on-site caravan,
other in camping ground, other not in camping ground, boat/cabin cruiser, house boats, bed and breakfast
establishments or other forms.
The following 2 tables have been taken from the National Visitors Survey and the International Visitors
Survey and have been supplied by Peter Valerio, Tourism Strategy Advisor, Contact details: 0419 415703
(+61 419415703 from overseas) PO BOX 1839 BOWRAL NSW 2576 AUSTRALIA
These tables show
•
Number of Visitors
•
Visitor Nights
on a Local Government Level
Burrill Lake ocean beach.
Page 4 of 30
National Visitors Survey and the International Visitors Survey and have been supplied by Peter Valerio,
Tourism Strategy Advisor, Contact details: 0419 415703 (+61 419415703 from overseas) PO BOX 1839
BOWRAL NSW 2576 AUSTRALIA
© Commonwealth of Australia 2010.
Tourism Research Australia 2010 (unpublished data)
Visit estimates are based on the addition of visits to SLAs within the LGA and
does not account for the same person visiting both SLAs on the one trip. The
difference, however, is likely to be very small
Local Government Visitation NSW YE Dec 2010
2010
Overnight
Visitors
'000
Domestic Visitor
Nights
YE Dec 2010
rank
rank
Domestic
Visitors
YE Dec 2010
Sydney
2010
Visitor
Nights
'000
Sydney
7,152
20,317
1
Shoalhaven (incl JBT)
1,122
1
Shoalhaven (incl JBT)
3,976
2
Newcastle
917
2
Hastings (PM)
2,630
3
Hastings (PM)
724
3
Great Lakes (A)
2,258
4
Gosford (C)
704
4
Newcastle
2,251
5
Port Stephens (A)
660
5
Port Stephens (A)
2,173
6
Coffs Harbour
617
6
Gosford
2,130
7
Great Lakes
540
7
Coffs Harbour
2,050
8
Eurobodalla (A)
512
8
Eurobodalla (A)
1,986
9
Tweed
458
9
Bega Valley
1,818
10
Wollongong (C)
525
10
Snowy River
1,717
11
Snowy
439
11
Tweed
1,647
12
Clarence Valley
420
12
Clarence Valley
1,537
13
Wyong
417
13
Wollongong
1,402
14
Byron (A)
388
14
Byron Shire
1,402
15
Bega Valley
368
15
Wyong
1,209
Kiama
270
Kiama
776
Shellharbour
74
Shellharbour
Not
published
Source: Tourism Research Australia, National Visitor Survey, YE Dec 2010
Page 5 of 30
South Coast Comparisons with other Regions
YE June 2011
NSW
Visitors
(,000)
Visitor
Nights
(,000)
Day
Visitors
(,000)
Int'l
Visitor
s
(,000)
Int'l
Nights
(,000)
Tourism
expend
$m
24,100
81,100
49,700
2,800
61,300
24,054
n/a
n/a
n/a
n/a
n/a
n/a
1
Lord Howe
Island
Sydney
7,700
21,200
18,000
2,600
56,700
12,577
2
Mid North Coast
3,100
11,800
3,230
140
907
2,004
3
South Coast
2,900
10,400
5,149
122
2237
1,881
4
Northern Rivers
1,960
7,335
3,542
214
1,810
1,493
5
Hunter
2,249
5,703
5,395
130
2,292
1,489
6
Central Coast
1,209
3,699
3,167
35
n/a
817
7
Central NSW
1,644
4,447
2,067
37
n/a
812
8
1,221
3,254
1,774
33
n/a
620
9
New England
North West
Capital Country
982
2,324
2,350
22
n/a
549
10
Riverina
979
2,397
1,289
21
n/a
455
11
Blue Mountains
691
1,799
2,255
79
n/a
467
12
Murray
775
2,276
822
18
n/a
392
13
Snowy
Mountains
Outback
684
2,400
431
19
n/a
371
435
1,554
143
14
n/a
227
14
.Source: Tourism Research Australia, National Visitor Survey, YE June 2011.
Page 6 of 30
Domestic Visitors - Regions in NSW
Region for YE June
2011
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Sydney
Mid North Coast
South Coast
Northern Rivers
Hunter
Central Coast
Central NSW
New England North
West
Capital Country
Riverina
Blue Mountains
Murray
Snowy Mountains
Outback
Domestic
Visitors
'000
7,700
3,100
2,900
1,960
2,249
1,209
1,644
1,221
982
979
691
775
684
435
Page 7 of 30
Domestic Visitor Nights - Regions in NSW
Region for YE Jun
2011
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Sydney
Mid North Coast
South Coast
Northern Rivers
Hunter
Central Coast
Central NSW
New England North
West
Capital Country
Riverina
Blue Mountains
Murray
Snowy Mountains
Outback
Visitor
Nights
'000
21,200
11,800
10,400
7,335
5,703
3,699
4,447
3,254
2,324
2,397
1,799
2,276
2,400
1,554
Page 8 of 30
Day Visitors - Regions in NSW
Region YE Jun 2011
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Sydney
Mid North Coast
South Coast
Northern Rivers
Hunter
Central Coast
Central NSW
New England North
West
Capital Country
Riverina
Blue Mountains
Murray
Snowy Mountains
Outback
Day
Visitors
(,000)
18,000
3,230
5,149
3,542
5,395
3,167
2,067
1,774
2,350
1,289
2,255
822
431
143
Page 9 of 30
International Visitors - Regions in NSW
Region YE Jun 2011
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Sydney
Mid North Coast
South Coast
Northern Rivers
Hunter
Central Coast
Central NSW
New England North
West
Capital Country
Riverina
Blue Mountains
Murray
Snowy Mountains
Outback
Int'l
Visitors
(,000)
2,600
140
122
214
130
35
37
33
22
21
79
18
19
14
Page 10 of 30
Tourism Income – Regions – 2011
Region for YE June
2011
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Sydney
Mid North Coast
South Coast
Northern Rivers
Hunter
Central Coast
Central NSW
New England North
West
Capital Country
Riverina
Blue Mountains
Murray
Snowy Mountains
Outback
Tourism
expend
$m
12,577
2,004
1,881
1,493
1,489
817
812
620
549
455
467
392
371
227
Page 11 of 30
Origin of our Visitors
The following is a novel way of determining the origin or our visitors. The Figures have been
collected by the Federal or State Electoral offices and supplied as raw data. The analyses have
been done by the Tourism Office of Shoalhaven City Council.
Over the years, there have been NSW and Federal General Elections. Usually on those particular
weekends there were no special events in the Shoalhaven to attract visitors and the normal
pattern of events is for people to stay within their own electorate. Despite this, people do visit the
Shoalhaven and record absentee votes in the South Coast electorate or the Gilmore Electorate.
The number of votes in each case has been analysed by electorate and by Statistical Tourism
Regions.
State Elections 25 May 1991
Absentee Votes - South Coast 5,341
1600
1400
1200
1000
800
600
400
Sydney West
Upper North Coast
Sydney South
Sydney South West
Sydney East
Sydney North
Sydney Central
Southern Highlands
Southern Tablelands
Riverina
South Coast
New England
Outer Sydney North
Murray
Mid north Coast
Illawarra
Lower North Coast
Hunter
Far West
Central West
0
Blue Mountains
200
Page 12 of 30
0
Upper North Coast
Upper North Coast
Sydney East
Sydney Central
Southern Tablelands
Southern Highlands
South Coast
Riverina
Outer Sydney North
New England
Mid north Coast
Murray
Lower North Coast
Illawarra
Hunter
Far West
Central West
Sydney West
200
Sydney South West
400
Sydney West
600
Sydney South West
800
Sydney South
1000
Sydney South
1200
Sydney North
State Elections March 1999
Sydney North
Sydney East
Sydney Central
Southern Tablelands
Southern Highlands
South Coast
Riverina
Outer Sydney North
New England
Mid north Coast
Murray
Lower North Coast
Illawarra
Hunter
Far West
Central West
Blue Mountains
0
Blue Mountains
State Election 25 March 1995
Seat of South Coast - 7,023 Absentee Votes
1800
1600
1400
1200
1000
800
600
400
200
Page 13 of 30
0.0%
Syney West
Sydney South West
Sydney South
Sydney North
Sydney Central
South Coast
Riverina
Orana
North Coast
New England
Murray
Illawarra
Hunter
Far West
Central West
Central Coast
Upper North Coast
Sydney West
Sydney South West
Sydney South
Sydney North
Sydney East
Sydney Central
Southern Tablelands
Southern Highlands
South Coast
Riverina
Outer Sydney North
New England
Mid north Coast
Murray
Lower North Coast
Illawarra
Hunter
Far West
Central West
Blue Mountains
0
Blue Mountains
State Election 22 March 2003
2500
2000
1500
1000
500
1996 Federal General Election 2nd March 1996 Absentee Votes cast in Gilmore - 9,929
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
Page 14 of 30
Federal Election 3/Oct/98 Absentee Votes cast in Gilmore
Total 22,738 absentee votes cast
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
ACT
Other States
Other States
Syney West
ACT
Sydney South
Sydney South West
Sydney North
Sydney Central
Riverina
South Coast
Orana
North Coast
New England
Murray
Illawarra
Hunter
Far West
Central West
Central Coast
0.0%
Blue Mountains
2.0%
Federal Election 9th Oct 2004 - Absentee Votes cast in Gilmore
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
Syney West
Sydney South
Sydney South West
Sydney North
Sydney Central
South Coast
Orana
Riverina
North Coast
New England
Murray
Illawarra
Hunter
Far West
Central West
Central Coast
Blue Mountains
0.0%
Page 15 of 30
Federal Election 24th November 2007 - Absentee Votes cast in Gilmore
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
Other States
ACT
Sydney West
Sydney South
Sydney South West
Sydney North
Sydney Central
Riverina
South Coast
Orana
North Coast
New England
Murray
Illawarra
Hunter
Far West
Central West
Central Coast
Blue Mountains
0.0%
Page 16 of 30
South Coast Tourism Profile
The South Coast of New South Wales is made up of Wollongong City, Shellharbour City, Kiama
Municipality, Shoalhaven City, Jervis Bay Territory Eurobodalla Shire and Bega Valley Shire.
Geographically it stretches from Helensburgh in the North to Eden in the South.
The following is extracted from the South Coast Region and Illawarra Region Tourism Profile,
year ending 30th June 2011. Prepared by Tourism New South Wales from figures supplied by
Tourism Research Australia. The full documents are available.
For What Purpose Do Domestic Visitors Travel To The South Coast Region?
South Coast Purpose of
Visit - Visitors YE June
2011
South Coast sub region
Holiday/Pleasure
Visiting Friends and
relatives
Business
other
Illawarra Sub Region
Holiday/Pleasure
relatives
Business
other
Visitors
67.5
25.1
Nights
76.2
17.7
5.0
2.7
4.3
1.6
39.4
40.6
44.8
38.0
16.6
3.7
13.6
3.6
Page 17 of 30
What Accommodation Do Domestic Visitors Use In The South Coast Region?
South Coast
Accommodation Used June
2011
Friends and relatives
property
Caravan park or camping
ground
Rented House, Apt or Unit
other
Friends and relatives
property
Caravan park or camping
ground
Hotel, Motel
other
28.4
22.4
18.1
31.1
44.7
12.9
11.9
30.5
Source: Tourism Research Australia, National Visitor Survey, YE June 2011.
Page 18 of 30
How long do domestic visitors stay in the South Coast Region?
During 2009 the average length of stay was 3.5 nights.
Source: Tourism Research Australia, National Visitor Survey, YE Dec 2009
Shoalhaven and JBT
South Coast (incl Educational
Within Wollongong City)
Domestic
international
3.2 nights
5.5 nights
3.5 nights
16.4 nights
From where do our Visitors come?
Origin of Visitors - YE June
2011 by Nights
Sydney
Regional NSW
Victoria
ACT
Queensland
Other Interstate
Sydney
Regional NSW
Victoria
ACT
Queensland
Other Interstate
%
37.8
30.3
18.2
9.4
2.1
2.2
51.5
28.6
8.3
4.0
3.4
4.1
Page 19 of 30
Origin of Visitors - YE June
2011 by Visitors
Sydney
Regional NSW
Victoria
ACT
Queensland
Other Interstate
Sydney
Regional NSW
Victoria
ACT
Queensland
Other Interstate
%
39.6
32.2
11.0
12.7
3.3
1.4
54.2
30.5
6.4
3.5
3.2
2.2
Page 20 of 30
What Transport Do Our Visitors Use?
Transport Used YE June
2011
South Coast Sub Region
Private or hire car
Other
Ship
Bus or Coach
air
Private or hire car
Rail
Ship
Bus or Coach
air
92.9
3.4
0.0
1.8
1.9
85.6
5.3
0.0
4.6
4.5
.
Page 21 of 30
What Are The Age And Sex Of Domestic Visitors To The South Coast
Region?
Main Age Groups - all
visitors 2009
Younger Travellers - 15 to
24
Mid Life Travellers - 35 to
44
54
Older Travellers - 55 to 64
Illawarra sub Region
Younger Travellers - 15 to
24
44
54
Older Travellers - 55 to 64
%
19.0
20.7
20.3
18.5
19.0
20.4
20.8
18.5
.
Page 22 of 30
Travel Segments / Demographics
Australian Travel Segments
– Visitors to the South
Coast
YE June 2011
Pampadours
Compariots
True Travellers
Peer Group Travellers
Wanderers
Other
Pampadours
Compariots
True Travellers
Peer Group Travellers
Wanderers
Other
%
13.0
38.0
5.0
20.0
20.0
6.0
13.0
38.0
5.0
19.0
21.0
5.0
.
Page 23 of 30
Preferred Activities of Visitors – South Coast 2009
Activities - overnight
visitors YE June 2011
Go to the Beach
Eat out at Restaurants
Visit Friends and Relatives
General sightseeing
Go to the Beach
Eat out at Restaurants
Visit Friends and Relatives
General sightseeing
%
50.3
53.1
37.8
31.0
33.0
56.9
55.1
28.7
Page 24 of 30
Day Visitors
Having defined our "measuring stick" as visitor nights, there is still a need to identify day visitors (people who
do not stay overnight) and the place from which they come. This need is twofold. Firstly these people can
add valuable support (ie, spend money) at special events and functions in the Shoalhaven and secondly
they represent a potential to be converted into visitor nights hence securing a higher expenditure per head
Preferred Activities of Day Visitors - 2009
Top Activities - Day Visitors
YE June 2011
Eat out at restaurants
Visit friends and relatives
Go Shopping (pleasure)
Go to the beach
General sight seeing
Eat out at restaurants
Go Shopping (pleasure)
Go to the beach
General sight seeing
%
45.5
28.5
19.6
26.3
19.8
44.8
36.9
11.5
26.0
22.4
. Source: Tourism Research Australia, National Visitor Survey, YE June 2011.
Page 25 of 30
Purpose Of Visit – Day Visitors
Purpose of Visit - Day
Visitors YE June 2011
Holiday or Leisure
Business
Other
Holiday or Leisure
Personal Appointment
Other
%
58.2
22.4
6.3
13.1
54.0
32.8
4.2
9.0
Page 26 of 30
International Visitors to the South Coast Region
Origin of International Visitors to the South Coast Region
Origin of International Visitors YE June
2011
United Kingdom
New Zealand
USA
Mainland China & Hong Kong
Hong Kong (included above)
Germany
Canada
Switzland
Netherlands
France
Italy
Ireland
Scandinavia
Thailand
Singapore
Middle East & N Africa
Japan
Malaysia
Korea
India
Indonesia
South Coast
Sub Region
27.2
9.0
10.8
2.1
1.2
8.8
5.5
3.9
3.9
3.4
2.5
2.2
1.9
0.3
1.4
1.4
0.9
1.1
0.5
0.5
0.3
Illawarra
Sub
Region
15.8
11.5
9.4
12.0
2.7
7.3
5.7
2.5
1.7
1.6
1.6
3.0
3.6
3.0
0.6
3.1
1.8
0.8
0.9
0.9
1.0
Page 27 of 30
Page 28 of 30
Purpose of Visit of
International YE June 2011
Visitors to the South Coast
South Coast sub Region
Holiday/Pleasure
relatives
In Transit
other
Illawarra sub region
Holiday/Pleasure
relatives
Education
other
2011
%
78.0
17.8
2.4
1.8
46.5
30.7
14.3
8.5
Page 29 of 30
Accommodation Used International Visitors 2009
%
Southern South Coast
Home of a Friend or
Relative
Hotel, Motel
Caravan Park
Other Incl rented house or
unit
Northern South Coast
Home of a Friend or
Relative
Educational Institution
Rented house, apartment,
unit
Other incl Caravan Park
43.4
11.8
13.6
31.2
24.2
15.2
40.7
19.9
.
Page 30 of 30

Print Version - the Shoalhaven

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