7th international forum on tourism statistics stockholm, sweden, 9-11 june 2004
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7th International Forum on Tourism Statistics Stockholm, Sweden, 9-11 June 2004. Current developments in expansion of Australia’s tourism data Stan Fleetwood Tourism Division Department of Industry, Tourism and Resources Canberra Australia. - PowerPoint PPT PresentationTRANSCRIPT
7th International Forum on Tourism StatisticsStockholm, Sweden, 9-11 June 2004
Current developments in expansion of Australia’s tourism data
Stan FleetwoodTourism DivisionDepartment of Industry, Tourism and ResourcesCanberraAustralia
International tourism less than a International tourism less than a quarter of total tourismquarter of total tourism
International and Domestic tourism consumption as % of total tourism consumption
78.0 78.2 77.4 76.1 76.0 77.2
22.0 21.8 22.6 23.9 24.0 22.8
0%10%20%30%40%50%60%70%80%90%
100%
1997-98 1998-99 1999-00 2000-01 2001-02 2002-03
Year
InternationalDomestic
International tourism falling in recent International tourism falling in recent yearsyears
International Visitor Arrivals - % change
7.09.8
15.112.2
10.9 11.8
3.7
-3.5
7.0
10.6
-1.5-0.3
-2.0-5.0
0.0
5.0
10.0
15.0
20.0
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
Year
% c
hang
e on
pre
viou
s ye
ar
More funding for tourism More funding for tourism research/statisticsresearch/statistics
Government White Paper
“A Medium to Long term Strategy for Tourism”
New initiatives: $AUD235 million ($US165 million)
Relevant initiatives:
Restructure of tourism research/statistics infrastructure
Improvements to statistical series
Restructure of tourism bodiesRestructure of tourism bodies
From 1 July 2004:
Australian Tourist CommissionSee Australia
Bureau of Tourism ResearchTourism Forecasting Council
Tourism Australia
Tourism AustraliaTourism Australia
Provide stronger direction and leadership for Australia’s tourism sector
Create synergies
Eliminate any perception of duplication of activities of merged bodies
Eliminate any real or perceived rivalry between merged bodies
Strongly supported by the industry
Improvements to statistics/researchImprovements to statistics/research
$AUD21.6 million ($US15 million) allocated to improvements in statistics/research:
Expansion of tourism forecasting Funding the Australian Tourism Satellite Account Expansion of the Survey of Tourist
Accommodation Enhancement of domestic and international
inbound tourism collections
Current forecasting structureCurrent forecasting structure
• Tourism Forecasting Council currently produces forecasts
• Established in 1993
• Comprises industry and government representatives
• Technical committee compiles draft forecasts
• Forecasts normally produced twice a year
Expansion of forecastsExpansion of forecastsUp to now, the TFC’s forecasts have covered:
International Inbound tourism: Visitors and Visitor Nights by main source market by main purpose of visit; Visitor Nights in Hotels/Motels/Guest Houses; and tourism export earnings.
International Outbound tourism: Visitors by main purpose of travel and by main destination country.
Domestic tourism: Visitor Nights by main purpose of travel; and Visitor nights in Hotels/Motels/Guest Houses.
Expansion will add: State/Territory Capital City vs Rest Expenditure
Tourism Satellite Account fundingTourism Satellite Account funding
• ABS produces Tourism Satellite Account
• Full account every three years, with estimates of main variables in intervening years
• Department of Industry, Tourism and Resources funds two-thirds of the cost
• Funding for the next four years is now assured
Survey of Tourist AccommodationSurvey of Tourist Accommodation
The ABS produces the Survey of Tourism Accommodation
Monthly census of 4,000 hotels, motels, guest houses and serviced apartments
Every third year caravan parks, visitor hostels and holiday flats/units are included
Provides very small-area data The survey was severely cut in 1998 Pressure from users to expand since then
Expansion of Survey of Tourist Expansion of Survey of Tourist AccommodationAccommodation
From January 2005:
Hotels, motels, guest houses and serviced apartments with 5 or more rooms will be included (currently only establishments with 15 or more rooms are included)
Caravan parks, visitor hostels and holiday flats/units will be included every year
Establishment of Establishment of Tourism Statistics Tourism Statistics Regional Advisory ServiceRegional Advisory Service
• Low level of knowledge of available data – particularly by small businesses
• Little understanding of how to use the data
• Four advisors will be based in States/Territories, servicing on average two States/Territories each
• Will undertake: training, seminars, awareness raising, assistance using data, etc.
Enhancement of domestic andEnhancement of domestic and international tourism statisticsinternational tourism statistics
Funding allocated for :
Enhancement of the International Visitor Survey
Expansion of the National Visitor Survey
National Visitor Survey:• Telephone survey of 80,000 households per year
International Visitor Survey:• Face-to-face survey of 20,000 departing international
visitors
Improvement of the statisticsImprovement of the statistics Meeting of Tourism Ministers in February 2004
to discuss implementation of the Strategy
Discussions between representatives of Federal government, State/Territory governments and of industry
A “clean-sheet” approach was taken to identify stakeholders’ needs and how these might be met
Priority need was for demand side data at the regional/destination level
A possible approach:A possible approach:
Development of a destination survey kit;
Expansion to the currently existing surveys, the NVS and IVS; and
Improvements to the NVS and IVS
A destination survey kit?A destination survey kit?
• National surveys – eg NVS and IVS – can never provide good data at small region/destination level
• For these regions/destinations a destination survey might be the answer
• But, these have a bad record
Destination surveys: Lessons learnedDestination surveys: Lessons learned
The survey must be run by a research/statistical agency with the relevant expertise in conducting surveys;
The survey methodology must be kept simple;
The local tourism industry and authority must be actively supportive; and
The surveys should be designed to complement, and be consistent with, the national surveys.
Expansion of NVS and IVSExpansion of NVS and IVS
• Increase in NVS sample from 80,000 to 120,000 would provide data for 68 tourism regions (we now get data for 57)
• Increase in IVS sample from 20,000 to 40,000 would provide data for 56 tourism regions (we now get data for 28)
• These increases are possible within funding now available
Improvements to NVS and IVSImprovements to NVS and IVS
• Core and non-core data- Core data: data required by all
stakeholders- Non-core data: data required by
one or more stakeholders
• Timeliness
Next stages:Next stages:
• Recommendations to Australian Standing Committee on Tourism
• When/if approved, recommendations to Tourism Ministers’ Council on 30 July 2004
and …..and …..
fingers crossed!
Thank you.