Western Australia’s 5th largest

international market by visitor spend1

Western Australia’s 4th largest

international market by visitors1

*Excludes pre-paid package expenditure.

US visitors travel to WA for holidays1

1/2

is what US leisure visitors to WA spend on average +*1

$88per day

WESTERN AUSTRALIA FACTS:

USAMarket Profile

Visitors Spend

Holiday BusinessVFR Education Other

50%

34%

20%

3%

12%

22%

17%

27%

9%

25%

Visitors and Spend by Purpose in 20161

USAUSAMarket ProfileMarket Profile

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

Consumer research completed in 2015 found that the most appealing WA experiences to US travellers are active, outdoors experiences. Stand-outs are WA’s islands, coasts and beaches, adventure and wilderness experiences. Food and wine experiences are also very appealing.4

What do they find most appealing...

26%

25%

27%

22%

US leisure visitors to WA are more likely to be on a repeat visit to Australia than US leisure visitors to the rest of the country. However, just under half (49%) are on their first visit to Australia.1

US leisure visitors to WA are more likely to travel alone than US leisure visitors to the rest of Australia.1

More than one in three (37%) of US leisure visitors stay a week or less in WA.1

Seasonality: Arrivals by month in 2016 (‘000)2

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep Oct

Nov

Dec

76543210

28%

24%

27%

21%

Length of Stay in WA (number of nights)

1-7 nights

8-14 nights

37% 31% 17% 16%

15-30 nights31 or more nights

2020 Goal for visitor spend =

$250m

79,200

In 2016

US leisure visitors came to WA and spent $154 million1*

Leisure Visitors to WA1

AGE

Leisure Visitors to AUS

General Internet searching

Talking to friends/ relatives

Been there before

Online hotel booking site

Traveller review sites

23%

21%

20%

19%

EARLY PLANNING & HOLIDAY INSPIRATION

Travel agent (phone/ in person)

Directly through airline (online)

Travel agent (online)

Accommodation provider (online)

Directly through airline (phone/in person)

36%

29%

25%

BOOKING HOLIDAY TO AUSTRALIA

Talking to friends/ relatives

General internet searching

Traveller review sites

Online hotel booking site

Been there before

20%

19%

INFORMATION ABOUT AUSTRALIA

20%

16%

18%

18%

33%

18%

..

What they are looking for ...US travellers look for safety, world-class nature and world-class coastlines in a holiday destination and they strongly associate Australia with these. Australia still needs to demonstrate to US travellers that it can compete with European destinations in offering good food and wine and value for money. 3

Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors. *Excludes pre-paid package expenditure. ^2014 – 2015 average.

Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, USA 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to USA long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.

Published by Tourism WA, 2017

SOURCES & MORE INFORMATION:For more information contact: research@westernaustralia.com

Preferred information sources for planning and booking3 Top 5 US long haul travellers considering a trip to Australia in the next 4 years

Planned Trip

Booked Trip

Within 1 month

Within 6 months (over 3 months)

Within 3 months (over 1 month)

Over 6 months

31%

19%

28%

24%

37%

26%27%

7%

Planning and booking timeframes Leisure visitors to Western Australia

US leisure visitors to Australia spent an average of

$110 per day*1

In 2016,

668,400 US visitors travelled to Australia and

spent $1.7 billion1*

USA is Australia’s

4th largest

international market by visitor and spend1*

RegionalDispersalIn 2016, more than one in three (36%) of US leisure visitors spent at least one night outside the Experience Perth region.1

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

8%

4%11%

91%

23%