Adelaide Profile

Regional Tourism Profile 2004

Adelaide Adelaide skyline

Adelaide is a sophisticated, cosmopolitan city of 1.2 million people. Streets filled with lively cafes and restaurants, the vibrant Adelaide Central Market, internationally renowned chefs, and events such as Tasting Australia provide a focus for the State’s ‘good living’ wine and food tourism experience. The city’s rich culture is demonstrated in its galleries, theatres and many festivals – including the Adelaide Festival of Arts, Fringe Festival and WOMADelaide. Adelaide’s reputation as the 20-minute city makes it the ideal conference venue. World class convention facilities are just minutes away from accommodation, attractions, recreation and sporting facilities and the hills, beaches and airport are just a short drive from the CBD.

Gawler

St Kilda

0

20

Port Adelaide

km

Adelaide

Grange Glenelg

Belair

Hallett Cove Port Noarlunga McLaren Vale

Adelaide Market Structure 2004 Domestic Day Trips

Total overnight market

2,788,000 visits

2,736,000 visitors staying 13,921,000 nights

Holiday/Leisure/VFR*

Business/Education/Other*

1,716,000 visitors – 63% 8,370,000 nights – 60%

1,033,000 visitors – 38% 5,551,000 nights – 37%

Intrastate

Interstate

International

Intrastate

Interstate

International

586,000 visitors

881,000 visitors

248,000 visitors

276,000 visitors

700,000 visitors

56,000 visitors

Source: National Visitor Survey and International Visitor Survey, 2004. Figures are for visitors 15 years and over and children are additional to this. * Totals by purpose of visit may sum to more than overall total as visitors may visit region more than once, but for different purposes, on the one trip. Other includes employment, education, health related and a small proportion not stated or not asked. VFR = visiting friends and relatives.

In 2004, it is estimated that the Adelaide tourism region attracted over 2.7 million overnight visitors that stayed nearly 14 million nights in the region1. 45% of all overnight visits in South Australia include a stay in Adelaide and the region accounts for half (50%) of all visitor nights in South Australia. On average, overnight visitors to the region stay 5.1 nights. Length of stay varies from 4.3 nights for interstate visitors, 2.7 for South Australians and 16.2 nights for internationals, with extended stay education purpose visits contributing to the long average length of stay for internationals. 28% of all overnight visits to the region are for holiday/leisure purposes, 35% for visiting friends

and relatives (VFR), 28% for business/conference purposes and 10% other. Domestic same-day visitors2 contribute 2,788,000 additional visits in the region with 41% of these day trips being by Adelaide residents, 14% from Fleurieu Peninsula and 8% the Barossa. Spending by domestic overnight visitors to the region in 2003 was estimated by TRA to be $1,505 million or an average of $190 per visitor night. Domestic day trip visitors to the region in 2003 spent an estimated $255 million or an average of $82 per visit. In 2003 international visitors to Adelaide spent $299 million in Adelaide or an average expenditure of $80 per visitor night3.

1. The National Visitor Survey (NVS) and International Visitor Survey (IVS) are sample surveys and, as with all sample surveys, subject to sampling variability. As regional estimates may be affected by sample size and subject to high sampling error, regional data should be considered indicative only and used with care. In particular, caution is needed in using the data to track performance over time as changes from one period to another may reflect normal sampling variability. For further information on the data sources and sampling error see ‘About the Research Sources’ at http://www.tourism.sa.gov.au/publications/pubs.asp?archive=0&PubCatID=2 2. Figure based on same day trips which are trips involving a round trip distance of at least 50 km and being away from home for at least 4 hours, but no overnight stay away from home. For most regions these day trips are predominantly intrastate visits by local residents or residents of adjoining regions. Day visits to a region by domestic and international visitors that visit the region while on an overnight stay in another region are additional to this. 3. Source TRA Tourism Expenditure by Domestic Visitors in Australia’s Regions and TRA Tourism expenditure by international visitors in Australia’s regions. Domestic overnight expenditure figures include airfares and long distance transport costs. International figures include package expenditure but exclude international airfares.

www.tourism.sa.gov.au

0%

10%

20%

30%

40%

Figure 9: SA2:High Yield Holiday/VFR Prospects byVisitors preference, intention Figure Domestic to Adelaide byand age,visitation 2002-2004to Adelaide Domestic Holiday/VFR Visitors to Adelaide

60%

25%

Domestic overnight holiday/VFR visitors to Adelaide were more likely ple 33% than visitors to most other SA regions to be: 40% 0% 10% 20% 30% • from interstate (59%), particularly Victoria and NSW; Domestic Holiday/VFR Visitors to Adelaide • travelling alone (24%); • on a visit to the region of 4-7 nights (28%); • travel to the region by air transport (29%); • participate in eating out at restaurants (56%), pleasure shopping (44%), going to museums and galleries (7%) and organised sporting events (8%); Holiday/VFR Visitors to Adelaide by length of visit to region • use the Internet or travel agents to obtain information before their trip. rip, 2002-2004 28% 27%

Where are Domestic Visitors from? 21% 18%

length of total trip A higher proportion (59%) of domestic holiday/VFR visitors to length of visit to region Adelaide in 2002-2004 are from interstate than for any other SA region. 15% 15%interstate market accounting for an estimated 27% Victoria is the main 12% of domestic holiday/VFR visitors; NSW/ACT contributes 18% and 10% Queensland 6%. Regional South Australians visiting Adelaide are a significant market (37%) 5% with key 4% origin markets being Limestone Coast 2% (7%) and Flinders Ranges/Outback SA (7%). 1%

Number of Nights Other WA states QLD 4% 3% 6%

er

ed sm er

se

2%

states 3%

5%

Regional SA 37%

12%

Vic 27%

15%

NSW/ACT 18%

ry

et 0%

4%

10%

20%

Regional SA 37% Adelaide 4%

24%

Source: TRA NVS 2002-2004

30%

40%

Domestic Holiday/VFR Visitors to Adelaide Adelaide NSW/ACT

What gender? 4% 18%is their age and

Outback 7% Eyre Peninsula 5%

Flinders/ Riverland Outback 4% 7% Fleurieu Peninsula 3% Riverland 48%4% 50%

Fleurieu Peninsula 3%

10%

20%

30%

40%

4%

Domestic Holiday/VFR Visitors to Adelaide interstate intrastate

Age (years)

Travelling Alone

High Yield Prospects

Friends/relatives without children

24%

13%

Family parents & children

25%

Figure 10:3:International and Domestic visitor to Adelaide Figure Domestic Holiday/VFR Visitors to nights Adelaide by travel party, 2002-2004 Adult coupleused, 2002-2004 33% by accommodation Hotel/motel Other 10% 7% 0% 20% 30% Other 2% 2% Homestay 22% Domestic Holiday/VFR Visitors to Adelaide Education institution 3% Friends/relatives 4% with children Backpacker/hostels 3% Rented house Source: TRA NVS 2002-2004

40%

apartment/flat 24% 13%

Travelling Alone

How long do they visit? Friends/relatives

13%

without children

Caravan park The average length of visit in Adelaide by holiday/VFR visitors commercial camping 3% Family parents 25% between 2002-2004 is 4.2 nights. Around 60% of domestic holiday/VFR & children Figure 4: Domestic Holiday/VFR Visitors to Adelaide by length of visit to region Friend/relative and length totalcouple trip, are 2002-2004 visits toofAdelaide short stays (1-3 nights) although the region also Adult 33% property 47% 28% attracts high proportion (28%) of 4-7 night visits. 24% 30% a reasonably 40% 0% 10% 27% 20% 30% were on a trip with a total length of 8 or more nights even though only 24% Domestic Holiday/VFR Visitors to Adelaide 12% stay in the Adelaide region for this long. that, for some lengthThis of totalreflects trip 21% 20% length of visit to region stays in other visitors, Adelaide is part of a touring holiday that includes 20% Figure 12: International visitors to Adelaide by origin, 2002-2004 18% regions. For instance, although 76% of visitors to Adelaide stay in the one 15% 15% NZ 11% have 4 or more different stopovers. Other trip, destination for their entire 12%

30% 0%

Yorke Peninsula 4%

Figure 1: Domestic Holiday/VFR Visitors to Adelaide by origin, Flinders/2002-2004 Vic QLD 27% 6%

0% Friends/relatives 0% with children

2%

countries 4%

8%

Japan 10% 4%

Figure 4: Domestic Holiday/VFR Visitors to Adelaide by length of visit to region Other 5% 4% Europe and length of total trip, 2002-2004 Figure 7: DomesticAsia Holiday/VFR Visits to Adelaide by information source

Eyre Peninsula 5%

Other Holiday/VFR Visitors to Adelaide by type of traveller, 2004 WA

14% 17% 11%

13%

Other

10%

3 1: Domestic 22+to Adelaide by origin, 2002-2004 4-7 8-14 15-21Visitors Figure Holiday/VFR

2

17%

Yorke PeninsulaOther SA regions 4% 7% Limestone Coast Other SA 7% regions 7%

Limestone Coast 7%

20%

21%

28%

16%

2%

1%

Article newspaper/mag 27% 1% 3 1 2 22+ 4-7 8-14 15-21 Airline 24% 2% Number of Nights USA/Canada length of total trip Other 2% Germany 21% 14% Figure 7: Domestic Holiday/VFR to Adelaide by information sources, 2 20% lengthVisits of visit 10% Travel guide/book 2% to region 18%

Information Sources

Overview

ts en

35%

17%

Friends/relatives 2% Article newspaper/mag UK 15%23% 15% 1% Motor assoc. 3% Airline 2% Visitor centre 5% 12% toinformation Figure 5: Domestic Holiday/VFR Visitors Adelaide by type of Other 2%traveller, 2004 10% 8% Travel agent 10% Travel guide/book 2% Backpacker Internet 2% Friends/relatives 2%5% 4% 0% 5% 10% 15% 20% based 5% Figure 11: Nature Adelaide tourism region monthlyMotor roomassoc. occupancies 2% 3% ecotourism 1% Domestic Holiday/VFR Visits to Adelaide Visitor information centre 5% 90%0% Adventurer 12% Caravan parks,2003 Travel 3 1 2 22+ 8% 4-7 agent 8-14 15-21 80% 15% Something else Internet 22 Number of Nights 70% 5% 10% 15% 20% 24% 0% Luxury 60% Information Sources

es en

20% 15-24 10%

Travel Party

ne

30% 25-44

Figure 3: Domestic Holiday/VFR Visitors to Adelaide by travel party, 2002-2004

Visitors

es en

Travel Party

For the 3 years 2002-2004 there were an average of 2,287,000 domestic overnight visitors per annum4 to the Adelaide Tourism region of which 1,378,000 were visiting the region for holiday/leisure or visiting friends and 4% relatives (VFR) purposes. This section summarises the characteristics of 24% Australians visiting the Adelaide tourism region on a visit of one or more nights for holiday/VFR purposes5 over the 3 year period 2002-2004. 13%

2%

Occupancy Type Ratesof Traveller

er

14% preference 22%65+of these 50% visitors to Adelaide were in a life-cycle stage of young or 50% midlife single and 9% were older singles. The most common life cycle stage intention 45-64 34% 40% married person (27%). was older visitation

Visitors

Profile of Domestic Visitors

c Holiday/VFR Visitors to Adelaide by travel party, 2002-2004

Hotels/motels,2004 Source: 2002-2004 50%TRA NVSBudget

Domestic Holiday/VFR Visits to Adelaide

48% Figure 8: Domestic non-business visits to Adelaide by holiday typology 2

40% 0% 10% 20% 30% 40% 50% 30% Fly & stay 0% Figure 5: Domestic Holiday/VFR Visitors to Adelaide by type of traveller, 2004 Domestic Holiday/VFR Visitors to Adelaide Short tour 5% 20% When asked how strongly they agreed with various statements as a 5% 10% Backpacker 2% domestic holiday Getaway description of their trip, purpose visits visitors to Adelaide were Figure 8: DomesticBeach non-business to holiday 5%Adelaide by holiday typology 2002 0% Nature based 5% as being most likely to see their trip to escape and unwind with 32%Nstrongly J F M A M J J A S D Grand 7% O ecotourism 34% Fly & stay tour0% Figure 2:45-64 Domestic Holiday/VFR Visitors to Adelaide by age, 2002-2004 Month rbecues agreeing with this description. A higher proportion of visitors to 8% 12%somewhat Special events Adventurer 7% Short tour 5% 15%of their Big Figure 6: Domestic Holiday/VFR Visitors to15% Adelaide by tour activities,5%2002-2004 galleries 7% 25-44 Adelaide strongly and indulgence’ as a description 35% Getaway 65+ Something elseagreed with ‘luxury 14% Short break 21% g events 8% Beach holiday 5% trip than did visitors to SA as a whole. 24%VFR Luxury wineries 8% 17% Grand tour 7% 15-24 45-64 34% Picnics/barbecues 5 agree 10 15 20 25 30 48% Budget Figure 5: Domestic Holiday Visitors7% to Adelaide and SA % 0strongly s/videos 10% 8% Special events Visit museums/galleries 7% % of total visit 0% 10% 20% 30% 40% with trip description, 2004 er place 15% 10% 0% 10% 20%Big tour 30% 40% 50% 25-44 35% Attend org. sporting events 8% Short break 21% o beach 17% Domestic Holiday/VFR Visitors to Adelaide To meet locals &wineries exp. 6%Domestic Holiday/VFR Visitors to Adelaide Visit 8% local lifestyle VFR 4% Total SA discos, 23% 17% 15-24 Movies/videos 10% Adelaide15 0 5 10 20 25 30 7% To experience t seeing 32% 6% 10% Daytrip tofood another place &wine % of total visit 0% 10% 44% 20% 30% 40% hopping Figure 9: SA High Yield Prospects by preference, intention and visitation 43% to beach 17% To escape &Go unwind aurants 32% Domestic Holiday/VFR56% Visitors to Adelaide Pubs, clubs, discos, 23% 60% 64% elatives For luxury Figure 6: Domestic Holiday/VFR Visitors to16% Adelaide by activities, 2002-2004preference 17% 50% 32% & indulgence Sight seeing Source: TRA NVS 2002-2004 Domestic Visitors to Adelaide by travel party, 2002-2004 50% 0% Figure 10% 3:20% 30%Holiday/VFR 40% 50% 60% 70% 80% 44% Pleasure shopping 20% intention Tour around 18% Prospects by preference, intention and visitation to Figure 9: SA40% High Yield explore Domestic Holiday/VFR Visitors to Adelaide 56% Eat out at& restaurants Picnics/barbecues 7% 16% visitation Other 2% For adventure 64% Visit museums/galleries friends/relatives 10% 60% The proportion (24%) of domestic holiday/VFR visitors to Adelaide Visit 7% 30% preference 50% Friends/relatives 20% 20% 30% 50% 40% 60% 70% 17%80% 0% 0%5% 10% 10% 8% 15% 25% 40% 30% 35% 45% 50% Attend org. sporting events 17% in 2002-2004 that were travelling alone wasby much than the average Figure 3: Domestic Holiday/VFR Visitors to Adelaide travelhigher party, 2002-2004 4% 50%20% with children 14% intention Visit wineries 8% 13% to Adelaide Domestic Holiday/VFR % Strongly AgreeVisitors for the state (17%). A further 33% visited Adelaide as a travel party of adult 11% 40%10% 24% Travelling Alone Movies/videos 10% visitation c non-business visits to Adelaide & SA by value segments, 2002-2004 Source: TRA NVS 2004 Holiday purpose visits only (excludes VFR). Data for 2004 only as question first introduced in 2004. couple and 25% as2% a family group of parents and children. Other Daytrip to another place 10% Friends/relatives 30% 0% 13% Friends/relatives without children Go to beach 17% 17% interstate 17% intrastate 4% 16% ware 20% with children Figure 7: Domestic Holiday/VFR to Adelaide by 23% information sources,14% 2004 18% Family parents Pubs, clubs, discos, 13%High Yield Prospects 25% 11% & children 21% 24% Figure 9: Domestic non-business visits Travelling Alone Sight seeing 32%by value segments, 2002-2004 ment 10% to Adelaide & SA 22% 4% Other 4. As the NVS Adult is subject to sampling variability, annual average data over a 3 year period, 2002-2004, the size of the sample on which estimates are based and improve reliability. 44% couple Pleasure shopping 33%is used where available to effectively increase Friends/relatives 2% 9%visits are chosen as the focus 13% 0% ism 5. Holiday/VFR purpose for this section as they generally have a higher discretionary component and more likely to be influenced by tourism marketing and development activities. Total SA 16% 56% Eat out ataware restaurants without children 10% Socially 8% interstate intrastate 40% 0% 10% 20% 30% 18% Travel agent Adelaide 13% Total SA 64% Family parents Visit friends/relatives 5% tism High Yield Prospects 25% 21% Adelaide 4% & children Visible achievement Domestic Holiday/VFR Visitors to Adelaide Advertising/Travel 10%10: International Domestic 22% nights 0% Figure 10% 20% 30% and 40% 50% visitor 60% 70% to Adelaide 80% articles/documentaries 6% 7% by accommodation etter Adult couple 9% used, 2002-2004 33% optimism Young 7% 2 Adelaide Regional Tourism Profile 2004 Holiday/VFR Visitors Total to Adelaide 11% Domestic SA 10% Motoring association Hotel/motel Other 7% 7% Adelaide 8% me’ 40% 0% 10% 20% 30% Homestay 2% 22% 5% Activities

rces ments

Travel Party

Travel Party

With whom do they travel?

Holiday Typology

Holiday Typology

Type of Traveller

How do they describe their Trip?

Activities Trip Description

Age (years)

Age (years)

In 2002-2004 53% of domestic holiday/VFR visitors to Adelaide were Figure 2: Domestic Holiday/VFR Visitors to Adelaide by age, 2002-2004 female and 47% male. The most common age group of visitors was 25-44 years (35%), closely followed by 14% 45-64 years (34%). Holiday/VFR Visitors65+ to Adelaide by activities, 2002-2004

Asia

Type of Traveller

Adventurervisiting friends and relatives, eating out and sightseeing In 2002-2004 34% 15% Something else for domestic holiday/VFR USA/Canada were key activities visitors to Adelaide, as Germany 35% 14% 24% 10% regions. A higher proportion they were forLuxury most of visitors to Adelaide visited friends and relativesUKor ate out at restaurants than for any 48% other SA Budget 23% 17% region. Pleasure shopping (44%) was The 0% 10% 20%also a key 30% activity 40%for Adelaide. 50% 10% 20%in which visitors 30% 40% participate during their stay top 12 activities to Adelaide Domestic Holiday/VFR Visitors to Adelaide Domestic Holiday/VFR to Adelaide are shown below.Visitors Other significant activities include going to the beach (17%), wineries sporting events (8%) and visit Figure 11: visit Adelaide tourism(8%), regionattend monthlyorganised room occupancies museums/galleries (7%). 90% 12%

Caravan parks,2003

80%

Occupancy Rates

Figure 6: Domestic Holiday/VFR Visitors to Adelaide by activities, 2002-2004 70% 60% 50%

c Holiday/VFR Visitors to Adelaide by travel party, 2002-2004 Hotels/motels,2004

her

2%

40% Visit museums/galleries 30% Attend org. sporting events 20% Visit wineries 4% 10% Movies/videos 0% Daytrip to another place J F M Go to beach

Activities

ves en

Picnics/barbecues

ne

ves en

7% 7% 8% 8% 10%

A 24%

10% M

J Month 17%

13% Pubs, clubs, discos,

Sight seeing

nts en

Pleasure shopping

J

A

S

O

N

23%

What information do they use? To escape & unwind

Socially aware 80%

Value Segments

Visible achievement

Information Sources

5%

13% 12%

15%

2%

ed sm rer

12%

se

get 0%

20%

40%

25%

20%

30%

40%

52% 46%

50%

60%

Domestic Holiday/VFR to Adelaide

15%

wineries

2% 2%

Basic needs

Advertising/Travel articles/documentaries 5% 10%

2%

19%

4% 8%

15%

6%

13%

10%

20%

25%

11%

MotoringNon-Business association Visits to 7% Domestic Adelaide Visitor info centre NZ Travel book/ 8%guide/brochure Japan 4%Internet

13% 12% 20% 17% 38%

Day visits to local destinations and visitor numbers to regional Other or relatives Asia attractions andEurope events provideFriends another indicator of visitation to the region. 40% 21% In 2004, the National Visitor Survey16% asked overnight visitors to South 0% 10% 20% 30% 40% Australia which of a number of attractions/places they visited, but did not Domestic Holiday/VFR to Adelaide stay overnight. Nearly 600,000 domesticUSA/Canada overnight visitors to SA indicated Germany 14% 10%Glenelg and around 250,000 Port Adelaide as a day trip that they visited while on an overnight stayUKin23% SA – the majority of these overnight stays were in the Adelaide region. Estimated visitation in 2003/04 to selected attractions and events surveyed for the SATC Attraction Survey were:

Holiday typologies Domestic Holiday/VFR Visitors to Adelaide

90%

Art Gallery ofparks,2003 SA .......................................................................517,000 Caravan 80% Adelaide Zoological Gardens ....................................................379,000 70% 60% National Park ..................................................................348,000 Belair Hotels/motels,2004 50% National Park .................................................................95,000 Cleland 40% Mt 30% Lofty Summit ......................................................................327,000 Migration Museum ...................................................................170,000 20% 10% Australian Museum .........................................................729,000 South 0% Clipsal over .............................237,000 J500 (spectators F M A 4 days) M J J A S O(2004) N WOMADelaide (attendance over 3Month days) .....................70,000 (2004)

D

7%

6. For further information about Holiday Typology categories see Spring 2002 Strategic Edge at http://www.tourism.sa.gov.au/publications/pubs.asp?archive=1&PubCatID=5 8% detail on the Roy Morgan Value segmentsTM developed in conjunction with Colin Benjamin see http://www.roymorgan.com/products/values-segments/values-segments.cfm or contact SATC Research Unit 7. For further 8% 10%

er place

10%

, discos,

Other 3% Friend/relative 3% property 47% Travel agent

Fairer deal

Figure 11: Adelaide tourism region monthly room occupancies Adelaide Botanic Gardens ......................................................1,078,000

s/videos

to beach

17%

Source: TRA NVS 2004 24% Notes: Results are for 2004 only and are subject to higher sampling variability than results based on a 3 year average. Findings are not comparable to those for previous years due to a change in question wording. Percentages are for those visitors that used at least one of the information sources48% shown. Total may add to more than 100% as visitors can10% use more than one source30% of information.40% 20% 50%

Based on Roy Morgan’s HTS data, BDA Marketing Planning identifies 9 separate holiday categories6 . These categories reflect particular types of holiday and are used to profile visitors who participate in such trips. The dominant for Adelaide is visiting friends/relatives (33%), i.e. Holiday/VFR Visitors toholiday Adelaide type by activities, 2002-2004 low cost holidays with friends or relatives or at the holiday house; followed by short breaks (21%), which are 1-3 night escapes. VFR trips and Special rbecues 7%

galleries g events

21%

Occupancy Rates

ury

32% 16%

18%

Attractions and Events

Total SA Adelaide

21%

38%

5%

10%

16%

For luxury & indulgence

Other countries 4%

20%

Friends or relatives 0%

To escape & unwind

Caravan park commercial camping 3% 21%

Traditional family life

0%

Domestic Non-Business Visits to Adelaide 17%

Internet

Ade

Figure 7: Domestic Holiday/VFR to Adelaide by information sources, 200 8%

Information Sources

19%

10%

Figure 5: Domestic Holiday Visitors to Adelaide and SA % strongly agree with trip description, 2004 17% 23%

S

7%

Figure 12: Morgan International visitors Adelaide bySegments origin, 2002-2004 Source: Roy HTS 2002-2004 ColintoBenjamin Value Tourist office/

Holiday/VFR Visitors to Adelaide by type of traveller, 2004

ker

5%

8%

Conventional family life

15%

Travel book/ guide/brochure

5%

22% 20% Tour nights around Figure 10: International and Domestic visitor 18% & exploreto Adelaide 9% Young optimism by accommodation used, 2002-2004 Total SA 16% For adventure 10% 10% Hotel/motel Adelaide Other 7% 5% Real Conservatism Homestay 2% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 4 4% Education institution 3% 7% % Strongly Agree Something better 7% Backpacker/hostels 3% Rented house apartment/flat 8% ‘Look at me’ 7% 13%

12%

7% 2% 2%

14%

17% and Socially Aware 17% nesters,20% stable income) segment (high socio-economic Domestic to to Adelaide Figure 5: Domestic HolidayVisitors Visitors Adelaide and SA % strongly agre 14% Holiday/VFR 13% 11% group, well educated, professionals). Compared with trip description, 2004 to South Australia, 10% Adelaide attracts a higher than average proportion of Young Optimists To meet locals & exp. 6% 0% to be young professionals, local lifestyle 4%and students. which tend technocrats Tota

64%

43%

32%

10% 8% ‘Look at me’ 7% 4% Other 2% 8% 5% Conventional family life 4% 8% 8% Travel agent 2% 13% 1% Traditional family life Advertising/Travel 10% articles/documentaries 6%3% 3 22+ 4-7 8-14 15-21 Fairer deal 3% 11% Number association of Nights Motoring

50%

40% 10% 30% 10% Psychographic segmentation, such asintention the Royand Morgan Value segments7, Go to beach 17% Figure 9: SA High Yield Prospects20% by preference, visitation to Adelaide 10%their values, clubs, discos, profilesPubs, visitors to a region by attitudes and lifestyle. The most 23% 60% 0% Sight seeing 32% preference significant travel segment for Adelaide (22%). 50% J F are Visible M AAchievers M J JThis A 50% 44% Pleasure shopping Month group tends to represent upwardly mobile families and wealth creators aged intention 56% Eat out at restaurants 40% 35-54 Visit years. Also significant in Adelaide, as they are for South64% Australia visitation friends/relatives as a whole, 30% are the Traditional Family Life segment (older mainly empty 0% 10% 20% 30% 40% 50% 60% 70% 80% Movies/videos

Value Segments Daytrip to another place

7% Figure 7:Something Domesticbetter Holiday/VFR to Adelaide 7% by information sources, 2004

Basic needs Tourist office/ Visitor info centre 0%

20% Germany30% 40% 10% 0% Domestic Holiday/VFR Visitors to Adelaide 5% UK 23%

Grand tour 7% 8% Special events Figure 6: Domestic Holiday/VFR Visitors to Adelaide 15% by activities, 2002-2004 Big tour Figure 11: Adelaide tourism region monthly room occupancies Short break 21% 90% Caravan parks,2003 33% VFR Picnics/barbecues 80% 7% 0 5 10 15 20 25 30 35 70% Visit museums/galleries 7% % of total visit 60% Attend org. sporting events 8% Hotels/motels,2004 Source © BDA Marketing Planning Pty Ltd Derived by BDA from Roy Morgan Single Source 3 years to Dec. 2004 50% Visit wineries 8%

56%

Respondents of various information sources they For luxurywere asked which16% 17% & indulgence Figure Domestic non-businessabout visits their to Adelaide & SA bythey valueleft segments, used to9:obtain information trip before home.2002-2004 60% 20% Tour around by length of visit to region Holiday/VFR Visitors to Adelaide of domestic&holiday/VFR visitors to Adelaide in 2004 had obtained 18% explore rip, 2002-2004 16% Socially aware 16% and 12% had used For adventure information from having been10%before 18% none of the 28% specified sources. Of the 47% that had used least50% one of Visibleinformation achievement 27% 0% 5% 10% 15% 20% 25% 30% 35% 40%at21% 45% 22% the other sources of information, the%main sources were the Internet (52%) 9% Strongly Agree Young optimismlength of total trip Total SA 10% Internet and of and friends and relatives (40%). Use of the travel agents was 21% Adelaide % length of visit to region 5% 18% higherReal forConservatism visitors to Adelaide 4% than for any other SA region.

2

10%

intrastate To experience High Yield Prospects

10% 20% 30% 0% 10% 20% 30% 40% 50% 60% 70% ToDomestic meet locals & exp. Visitors6% Holiday/VFR to Adelaide local lifestyle 4% Total SA Domestic Holiday/VFR Visitors to Adelaide Adelaide 7% experience Source: TRATo NVS 2002-2004 6% food &wine

15%

48%

0% Fly & stay Short tour Getaway Beach holiday

6% food &wine& SA by value Figure 9: Domestic non-business visits to Adelaide segments, 2002-2004

44%

Trip Description

0%

Budget

interstate

32%

25%

out at restaurants 33%and SA % strongly agree Figure 5:Eat Domestic Holiday Visitors to Adelaide friends/relatives with tripVisit description, 2004 40%

ple

D

10%

Figure 8: Domestic non-business visits to Adelaide by holiday typology 2002-2004 USA/Canada

Trip Description

Europe Nature based 14%

21% 16% In what activities do5%visitors participate? ecotourism

as a whole.

5%

Occupancy Rates

Although private vehicles aretothe main by (65%) , 2002-2004mode domestic holiday/ Figure 12: International visitors Adelaide origintransport VFR visitors used to get to Adelaide in 2002-2004, own car is less significant NZ Other than for other regionscountries of the state. transport is an important transport option 8% Air Japan Figure 5: Domestic Holiday/VFR Visitors to Adelaide by type of traveller, 2004 4% 4%the transport used to get to Adelaide, with 29% oftovisitors nominating this as stic Holiday/VFR Visitors Adelaide by age, 2002-2004 Other 2% 2% by rented vehicle and 2% by train. 4% travel Backpacker by bus/coach,

NZ Other 22% 8% countries 15% 20% Japan 25% 4% 4% Domestic Holiday/VFR Visits to Adelaide 12% Other Event trips, which are trips for sporting/cultural events or special interest Europe Asia 15% Something else 21% meetings, tend to be relatively more common for Adelaide than for 16%the state 24% Luxury

Type of Traveller

22+

15-21

What transport do they use?

Backpacker 2% Internet Nature based 0% 5% ecotourism Adventurer

Holiday Typology

1%

Activities

1

2%

Value Segments

Adelaide 0% 4%

4%

property 47% Fleurieu Limestone Peninsula Coast 3% 7% 3 2 4-7 8-14 Number of Nights

To meet locals & exp. local lifestyle

6% 4%

Adelaide Regional Tourism Profile 2004 Total SA

3

en

ne

24%

20%

Domestic Holiday/VFR Visits to Adelaide

es en

50%

25% Accommodation demand Figure 8: Domestic non-business visits to Adelaide intentionby holiday typology 2002-2004

40% 33% Over the 3 years there was an average of 12.6 million nights per Fly & 2002-2004 stay 0% visitation 30% Short tour 5% annum spent in Adelaide by all purposes of domestic and international visitors. 40% 0% 10% 20% 30% 17% 17% Getaway 5%were in the Of these nights, nearly half (47%) home of a friend or relative, 20% Domestic Holiday/VFR Visitors to Adelaide14% Beach holiday 13% 5% 11% reflecting the strong VFR profile of visitors to the region and the relatively Grand tour 10% 7% longer length of stayevents of VFR purpose visits. 22% of nights are in hotels/motels/ 8% Special 0% 15% 3% in caravan parks. The Big tourhouse or apartment and resorts, 13% in a rented interstate intrastate Short break 21% region has a higher proportion ofProspects nights spent in educational institutions (3%), High Yield 33% VFR homestay (2%) and backpacker hostels (3%) than any other SA region. A 0 5 10 15 20 25 30 35 Holiday/VFR Visitors tolarge Adelaide by lengthof ofthe visitnights to region relatively proportion in%‘other’ accommodation referred to of total visit rip, 2002-2004 nights in hospital or hospital related accommodation Holiday Typology

ple

28%

27% Figure 10: International and Domestic visitor nights to Adelaide by accommodation used, 2002-2004

length of total trip

Hotel/motel

Other 7% Figure 9: SA High Yield Prospects by preference, intention and visitation to Adelaide Homestay 2% of visit to region 22% length

21%

%

18%

Education institution 3% 60%

15%

preference Rented house apartment/flat intention 13% visitation Caravan park commercial 17% camping 3%

15%

Backpacker/hostels 3% 50% 50% 12%

10%

40%

5%

30% 2% 17%

20%

4% 1%

13%

• In 2003 the ABS Survey Accommodation surveyed 14 visitor interstateof Tourism intrastate hostels that provided over 1,200 bed spaces. In 2003 visitor hostels in the High Yield Prospects region attracted over 218,000 guests nights to achieve a bed occupancy rate of 47% and takings from accommodation of over $4.2 million. The highest occupancies for hostels were recorded in January to March. •Figure Based the SA Australian Tourism DatatoWarehouse database9 (ATDW) 10:on International and Domestic visitor nights Adelaide bythere accommodation used, 2002-2004 were 122 B&B/farm stay/self-contained cottages etc in the Adelaide Hotel/motel region (MayHomestay 2005). 2% Other 7% 22% Education institution 3%

Profile of3%International Visitors Backpacker/hostels Rented house

apartment/flat

Over 2002-2004 there was an average of 288,000 international visitors 13% per annum to Adelaide who stayed over 4.1 million nights per annum. The park average length of stay of internationals in theCaravan region was 14.4 nights with commercial camping 3% 12% staying a single night in the region, 32% 2-3 nights and 27% staying Friend/relative 8 or more nights. Characteristics of international visitors to the region in property 47% 2002-2004 were: • 23% from the UK, 10% Germany, 21% from Other Europe, 14% from USA/Canada, 4% Japan and 16% other Asia; Figure 12: International visitors to Adelaide by origin, 2002-2004 NZ 8%

Other countries 4%

14%

11% Friend/relative 3 22+ 4-7 8-14 15-21 10% property 47% Number of Nights Source: TRA NVS 0% and IVS 2002-2004 Based on nights and all purposes of visit ‘Other’ includes those for whom accommodation not asked as trip included 21 or more stopovers interstate intrastate High Yield Prospects

2

11%

0%

13%

60% preference Tourism Accommodation 50%

nts en

14%

13%

10%

Figure 9: SA High Yield Prospects by preference, intention and visitation to Adelaide

Japan 4%

Other Europe 21%

Asia 16%

Accommodation supply

• Based the ABS Surveytoof Tourism Accommodation there were , 2002-2004 Figure 12: on International Adelaide by origin Holiday/VFR Visitors to Adelaide byvisitors type of traveller, 2004

ury

get 0%

Hotels/motels/servicedFriend/relative apartments, 2004 property 47%

No. of establishments

96

Capacity 6,750 rooms Holiday/VFR Visitors to Adelaide by activities, 2002-2004 Figure 11: Adelaide tourism region monthly room occupancies Nights 1,567,844 room nights 90% sold Caravan parks,2003

63.6% Av.80% Occupancy rate 7% Figure 70% 12: International visitors to Adelaide by origin , 2002-2004

galleries g events

wineries

s/videos

er place

Occupancy Rates

rbecues

o beach

, discos,

t seeing

hopping

taurants

relatives 0%

7%

60% Caravan Parks, 2003 8% Hotels/motels,2004 50%

Other

No. of 8%establishments countries 40% Capacity 10% 30% 10%sold Nights 20%

4%

NZ 8%

Japan 4%

18 2,709 sites/cabins etc

Other 653,900 site nights Europe Asia 17% 21% 16% 65.9% Av.10% Occupancy rate 23% 0% Source: ABS Survey of Tourism Accommodation. Cat. No. 8635. Hotels/Motel/Serviced Apartments with 15 or more guest rooms J F M32% A M J J A S O N D ABS 8635.4.55.001 Caravan Parks by Tourism Region. Parks with 40 or more powered sites Month 44% USA/Canada Germany • Monthly occupancies for hotels/motels in14% the Adelaide tourism region 56% 10%

showed peak occupancy in November 64%and March. This coincides with the UK staging of the30% Ring Cycle in23% November 200480% and the Adelaide Festival 10% 20% 40% 50% 60% 70% Figure 5: Domestic Holiday Visitors to Adelaide and SA %highest stronglyoccupancies agree in 2004. In 2003 caravan parks achieved their from Domestic Holiday/VFR Visitors to Adelaide with trip description, 2004 September through to April with a strong January peak. To meet locals & exp. local lifestyle

6%

Total SA Adelaide 7% To experience 90% 6% food &wine Caravan parks,2003 c non-business visits 80% to Adelaide & SA by value segments, 2002-2004 43% To escape & unwind 32% 70% 16% For luxury 16% 60% ware 17% &Hotels/motels,2004 indulgence 18% 50% 20% 21% Tour around ment 40% 18% 22% & explore 30% For adventure 16% 9% mism 10%Total SA 10% 20% Adelaide 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 5% 10% tism 4% Figure 11: Adelaide tourism region monthly room occupancies

0%

etter

J 7%

F

7%

M

A

M

% Strongly Agree J J A Month

S

O

43% To escape & Prepared byunwind Research Unit, South Australian 32% Tourism 16% For luxury Commission, June 2005 17% & indulgence 20% Tour around Copies of and previous profiles for all SA tourism 18% ¤t explore 16% adventure regionsForplus other tourism statistics are available at 10% www.tourism.sa.gov.au 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Travel agent Disclaimer N

D

Figure 11 Source: 7% ABS Survey of Tourism Accommodation. Cat. No. 8635. Hotels/Motel/Serviced Apartments with 15 or more guest rooms. ABS 8635.4.55.001 Caravan Parks by Tourism Region. Parks with 40 or more powered sites

y life

8. 2003 are the latest figures available as caravan parks 21%and visitor hostels were only surveyed every 3rd year between 2000 and 2004. 4% Figure 5: Domestic Holiday Visitors to19% Adelaide and SA % strongly agree 9. Not all operators of Other this style of 2%accommodation necessarily register with ATDW

8%

with 3% trip description, 2004

8% Travel agent 13% To meet locals & exp. 6% 2% local lifestyle 4% Advertising/Travel 10% 2% 6% 4 articles/documentaries Adelaide Regional Tourism Profile 2004 To experience 5% 10% 15% 6%7% 11% 20% 25% food &wine Motoring association 7%

0%

es tion

eeds

Total SA Total SA Adelaide

Adelaide

2%

8%

Total SA

13%

This summary has been prepared by the South Australian Tourism Commission in good faith. While every care has Adelaide Advertising/Travel been taken in preparing the information, the 10% Commission does not represent or warrant that it is correct, complete articles/documentaries 6% or suitable for the purposes for which you wish to use it. By using this information you acknowledge that it is 11% provided by SATC without any responsibility on behalf of the SATC and agree to release and indemnify the SATC for Motoring association 7% a result of your reliance on this information. any loss or damage that you may suffer as

Figure 7: Domestic Holiday/VFR to Adelaide by information sources, 2004 8%

3%

% Strongly Agree

Other

y life

deal

Adelaide

7% 6%

Data in this report is sourced from a variety of data sources including the International Visitor and National Visitor Surveys (IVS and NVS, conducted by TRA) and Holiday Tracking Survey (Roy Morgan). These sources are generally based on sample surveys and, as with all sample surveys, are subject to sampling errors. Caution is required in Figure 7: Domestic Holiday/VFR to Adelaide by information sources, 2004 interpreting some estimates. In particular, regional estimates may be affected by small sample size and can be subject to a high level of sampling error. Regional data should accordingly be used with a high level of caution and treated as being for indicative purposes 4% only.

8%

me’

To experience food &wine

Sources

OccupancyTrip Description Rates

4%

• 63% gave holiday as a reason for visiting the region, 22% visiting friends and11:relatives, business and 5% education. Compared to other SA Figure Adelaide 11% tourism region monthly room occupancies regions, Adelaide had a relatively high proportion of VFR, business and 90% Caravan parks,2003 education purpose visits; 80% 70% gave holiday as their main reason for visiting Australia, 18% VFR, • 60% 60% 12% business and 7% education Hotels/motels,2004 50% • 50% were on their first visit to Australia; 40% • 32% 30% are ‘backpackers to Australia’, that is they use backpacker 20% accommodation at some stage while in Australia. 22% of internationals 10%backpacker hostels while staying in Adelaide with the main types of use 0% accommodation in by being hotel/motel (41% of J F M Adelaide A M internationals J J A S O N D Month visitors), followed by home of a friend/relative (25%). While just 2% used educational institutions or homestay accommodation, these accounted for 14% of international nights in Adelaide, reflecting the longer average length of stay of those using these types of accommodation. Figure 5: Domestic Holiday Visitors to Adelaide and SA % strongly agree of specific withIn tripterms description, 2004 destinations in Adelaide, 140,000 international visitors to South Australia in 2004 indicated they made a day trip to To meet locals & exp. 6% local lifestyle Glenelg, 106,000 to Adelaide beaches and 61,000 to Port Adelaide. 4% Total SA

Occupancy Rates

se

UK 23% Source: TRA IVS, 2002-2004 all purposes of visit

Trip Description

2%

ed sm rer

USA/Canada 14%

Germany 10%

Information Sources

ker

96 hotels/motels/serviced apartments with 15 or more rooms in the NZ Other Adelaide tourism region at December 2004. In 2004 total takings from 8% Japan countries Figure 10: International and Domestic visitor to nearly Adelaide$188 million and 5% accommodation of these was 4% establishments 4% nights by accommodation used, 2002-2004 average annual occupancy 63.6%. Other 12% Hotel/motel Other 7% Europe Asia • 44 of the in the Adelaide City Council area Homestay 2% in the region are 22% 15%hotels/motels 21% 16% Education institution 3% guest rooms and achieved an occupancy rate of 66.9%. and these offer 4,485 24% house region at December • Backpacker/hostels There were 183% caravan parks surveyed in theRented Adelaide 48% USA/Canada apartment/flat Germany over 2,700 sites/vans/cabins. 2003 that offered In 13%2003 average site 10% 20% 10% 30% 40% 50% 14% occupancy rate of caravan parks in the region was 65.9% and takings Domestic Holiday/VFR Visitors to Adelaide Caravan 8 UK 23% from accommodation were nearly $15 million . park commercial camping 3%

Tourist office/ Visitor info centre

13% 12%

Travel book/ guide/brochure

20% 17% 38%

Internet Friends or relatives 0%

40%

10%

20%

30%

40%

Domestic Holiday/VFR to Adelaide

52% 46%

50%

60%