Transcript Slide 1

What We Know of the Youth
Market
Analysis of Core Tourism Statistics
Produced by Tourism New Zealand, Insights –
March 2012
Key Findings
The youth sector generates $1.8 billion in tourism expenditure
60 per cent of the NZs youth market originate from Australia as either
Australians or visitors to Australia.
Youth travellers do more activities in New Zealand than all tourists
Over half of all youth tourists do some form of adventure tourism while
in New Zealand
Youth tourists stay for longer periods of time in New Zealand than other
tourists
Almost 80 per cent of youth are not backpackers
The Value of the Youth Market
Total Expenditure
Total Expenditure
$1.8 billion1
Sample: 1,708
For the year ended March 2012 the youth market* generated $1.8 billion in tourism expenditure.
This represents 32% of total international tourism expenditure in New Zealand.
Average Expenditure
$2,877 per trip1
Sample: 1,708
In the year ended March 2012 the youth market* spent an average of $2,877 per trip to New
Zealand. The average for all tourists is $2,360 or $517 less per trip than the youth market.
Length of Stay
29.2 days2
For the year ended June 2012 the youth market* stayed for an average of 29.2 days in New Zealand.
The average for all
visitors to New Zealand is 19.4 days.
*Includes 15 to 29 year olds
1International
2International
Visitor Survey – YE Mar 2012
Travel and Migration Statistics – YE Jun
Holiday Expenditure
Average Expenditure
$2,593 per trip1
Sample: 2,758
Over the last three years the youth holiday market* spent an average of $2,593 per trip to New
Zealand. The average for all tourists over this period of time is $2,846, or $253 more per trip
than the youth holiday segment.
Length of Stay
25.3 days2
For the year ended June 2012 the youth holiday market* stayed for an average of 25.3 days in New
Zealand. The average for all
holiday visitors to New Zealand is 16.1 days.
21 days2
Length of Stay – Less Working Holiday Visa Tourists
For the year ended June 2012 the youth holiday market* less working holiday visa tourists stayed
for an average of 21
days in New Zealand. The average for all holiday visitors less working holiday visas is 16 days.
*Includes 15 to 29 year olds
1International
to 2012
Visitor Survey – Average of YE Mar 2010
Holiday Interaction
Average Number of Regions Visited
Youth
4.9
All
4.2
Average Number of Activities Done
Youth
11.9
All
10.5
International Visitor Survey – YE Dec 2009 - 2011 (15 –
Which Youth Markets Are The
Most Valuable?
Australia
UK
USA
Germany
China
France
Japan
Canada
India
Korea
Malaysia
Netherlands
Ireland
Singapore
Switzerland
Sweden
Brazil
Taiwan
South Africa
Argentina
Arrivals
250,000
120,000
100,000
80,000
60,000
40,000
20,000
0
International Travel and Migration Statistics – YE Dec
Australia
UK
USA
Germany
China
France
Japan
Canada
India
Netherlands
Malaysia
Singapore
Ireland
Korea
Sweden
Switzerland
Taiwan
Denmark
Argentina
Austria
Arrivals
Youth Arrivals
Youth Arrivals - YE Jun 2012
200,000
150,000
100,000
50,000
0
Youth Arrivals 2011 - Holiday
YE Jun 12
International Travel and Migration Statistics – YE Jun
Australia
Germany
UK
USA
France
Netherlands
Canada
Switzerland
Ireland
Sweden
Malaysia
China
Japan
Israel
Korea
Denmark
Argentina
Czech Republic
Austria
Singapore
Total Stay Days
Australia
UK
Germany
USA
France
China
Canada
Japan
Netherlands
Korea
India
Switzerland
Malaysia
Ireland
Sweden
Brazil
Vanuatu
Philippines
Fiji
Argentina
Total Stay Days
Youth Total Stay Days
Youth Total Stay Days
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
Youth Stay Days - Holiday
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Pure Holiday Visitors
Total Stay Days - Holiday (Visitor Only)
700,000
Total Stay Days
600,000
500,000
400,000
300,000
200,000
100,000
Singapore
Malaysia
India
Austria
Korea
Denmark
Japan
China
Sweden
Ireland
Israel
Canada
Switzerland
Netherlands
France
USA
Germany
UK
Australia
0
The graph above shows total stay days for the youth segment for pure holiday visitors. This is
holiday visitors with all those arriving on a work visa removed from the data series.
*Australians
this segment
do not need a visa to enter New Zealand so are not included within
International Travel and Migration Statistics – YE Jun
Growth
Growth of Major Youth Markets
CAGR 2009 - 2012
30%
25%
20%
Growth
15%
10%
5%
0%
-5%
-10%
Belgium
Singapore
Argentina
Czech Republic
Denmark
Japan
China
Malaysia
Korea
Switzerland
Sweden
Netherlands
Israel
Ireland
Canada
France
UK
USA
Germany
Australia
-15%
The graph above shows the long term growth of major youth markets. Markets that have seen strong
annual growth over the last three years include Australia, Germany, France, Malaysia and China.
International Travel and Migration Statistics
(15 – 29
Major Youth Markets
The top four youth markets based on arrivals and total stay days include:
#1
#2
#3
#4
Australia
UK
Germany
USA
Following this are:
France
Netherlands
Switzerland
Canada
Israel
Ireland
Sweden
Youth Profile
Purpose of Visit - Arrivals
Purpose of Visit - All
Purpose of Visit - Youth
3%
1%
5%
2%
2%
Holiday
6%
VFR
5%
Holiday
VFR
47%
Business
Conferences
Conferences
28%
4%
10%
Business
52%
3%
32%
Education
Education
The Youth segment has a higher share of holiday visitors than New Zealand’s average. Not
surprisingly the youth segment is made up of less business and conference arrivals than average
and more education arrivals.
Taking holiday arrivals only, the youth segment makes up 23% of New Zealand’s holiday arrivals.
International Travel and Migration Statistics – YE Jun
Purpose of Visit – Total Stay
Days
Purpose of Visit - All
Purpose of Visit - Youth
3%
3%
Holiday
11%
VFR
45%
18%
Business
1%
VFR
9%
39%
5%
Education
Education
18%
Business
Conferences
Conferences
0% 5%
Holiday
8%
35%
Other
Other
Holiday accounts for 45% of the youth segments days spent in New Zealand, which is more than the
New Zealand average (39%).
The youth segment makes up 36% of New Zealand’s holiday total stay days. The youth holiday
segment generates 7.1 million total stay days, which as a comparison is more than Australia which
generates 5.1 million holiday total stay days.
International Travel and Migration Statistics – YE Jun
Gender
Gender - All
Gender - Youth
48%
Male
47%
52%
Male
53%
Female
Female
Interestingly the Youth market is made up of slightly more females than males at present. This is
the opposite to the New Zealand average which is slightly weighted in favour of male arrivals.
International Travel and Migration Statistics – YE Jun
Travel Style
Travel Style - All
Travel Style - Youth
3% 4%
5%
5%
Tour Group
Tour Group
Package Traveller
Package Traveller
Independent Traveller
Independent Traveller
90%
93%
Sample: 1,685
Sample: 5,194
The youth segment has fewer package and tour group travellers (7%) than the average for New
Zealand (10%).
International Visitor Survey – YE Jun 2012 (15 – 29
i-SITE
Visited an i-SITE - All
Visited an i-SITE - Youth
1%
1%
40%
34%
Yes
No
No
59%
Don't Know
Sample: 1,685
Yes
65%
Don't Know
Sample: 5,194
Youth travellers (40%) are more likely to visit an i-SITE than the average for New Zealand (34%).
International Visitor Survey – YE Jun 2012 (15 – 29
Backpackers
Backpacker - Youth
Backpacker - All
8%
19%
Backpacker
Backpacker
Non-Backpacker
Non-Backpacker
81%
92%
Sample: 1,685
Sample: 5,194
Not surprisingly the youth segment has a higher ratio of backpackers (19%) than the average for
New Zealand (8%).
Despite this difference between the groups, non-backpackers still make up the vast majority (81%)
of the youth segment.
International Visitor Survey – YE Jun 2012 (15 – 29
Accommodation
Accommodation - Youth
2%
3%
5%
19%
6%
10%
26%
3%
2%
7%
1% 1%
Accommodation - All
17%
Hotels
Motels
Guest And Hosted
Resorts, Luxury Lodges, Retreats
Backpackers/Hostels
Holiday Parks/Campgrounds
Student Halls Of Residence
Other Collective Establishments
Owned Dwellings - Private
Owned Dwellings - Rented
DoC Site
Other Tourism Accommodation
Sample: 1,685
4%
4%
26%
29%
14%
6%
0%
1%
8%
2%
4%
Hotels
Motels
Guest And Hosted
Resorts, Luxury Lodges, Retreats
Backpackers/Hostels
Holiday Parks/Campgrounds
Student Halls Of Residence
Other Collective Establishments
Owned Dwellings - Private
Owned Dwellings - Rented
DoC Site
Other Tourism Accommodation
Sample: 5,194
The youth segment stays in less hotels and motels (29%) than the average for New Zealand (40%),
and stays in more backpacker accommodation. However in terms of value, the youth segment also
stays in less privately owned dwellings than the average for New Zealand.
Privately owned dwellings (26%) are the most common form of accommodation for youth to stay in,
followed by hotels (19%)
and backpackers (17%).
International Visitor Survey – YE Jun 2012 (15 – 29
Dual Destination
Dual Destination - Youth
36%
Dual Destination - All
35%
Visited Another Country
Visited Another Country
No Other Countries Visited
No Other Countries Visited
65%
64%
Sample: 1,685
Sample: 5,194
The youth segment has a very similar number of dual destination arrivals as the New Zealand
average.
International Visitor Survey – YE Mar 2012 (15 – 29
People Travelled With
Travelled With - Youth
1%
3%
2%
1%
Travelled With - All
1%
0% 0%
0%
14%
50%
11%
18%
Travelled Alone
Partner/Spouse
Family/Whanau
Friends
Business Associates
Family And Friends
Other Couples
Tour Group
School Group/Student Group
Special Interest Group
Other
Sample: 1,685
4%
1%
1% 0%
0%
5%
7%
46%
13%
22%
Travelled Alone
Partner/Spouse
Family/Whanau
Friends
Business Associates
Family And Friends
Other Couples
Tour Group
School Group/Student Group
Special Interest Group
Other
Sample: 5,194
Slightly more youth travel by themselves than the New Zealand average. Also youth are much more
likely to travel with friends than the New Zealand average.
Half of all youth travellers travel by themselves, with the addition of 14 per cent that are
travelling with friends this mean around 64 percent of youth are singles.
International Visitor Survey – YE Mar 2012 (15 – 29
Activities and Attractions
Youth Activity Index
100%
Working Holiday (5%)
Sky Diving/Parachuting (9%)
Education/Language School (9%)
Bungy Jumping (11%)
Snow Sports (11%)
Caving (1%)
Canoeing, Kayaking, Rafting (14%)
Horse Trekking/Riding (4%)
Climbing (2%)
Hunting/Shooting (1%)
Entertainment (47%)
Nth Is National Parks (1%)
Paraponting (1%)
Motor Sports (3%)
Cycle Sports (5%)
Sporting Event (5%)
Theme And Leisure Parks (8%)
Swimming (10%)
Performing Arts (3%)
Food And Wine Festival (1%)
Whale Watching (4%)
Fishing (6%)
Dolphin Watching (7%)
Other Scenic/Natural Attractions (59%)
Golf (3%)
Volcanic/Geothermal Attractions (31%)
Boating (30%)
Other Wildlife Encounters (9%)
Walking And Trekking (80%)
Museums And Galleries (28%)
Zoos/Wildlife/Marine Parks (11%)
Other Major Events (4%)
Shopping (81%)
150%
200%
250%
300%
350%
This index shows firstly which activities
youth travellers over index on compared to
all tourists, and secondly the percent of
youth travellers that undertake particular
activities (see percent in brackets on y
axis).
Youth travellers over index on a wide range
of activities due to their propensity to do
more activities while in New Zealand
compared to all tourists. Youth travellers
do 14.1 activities on average while in New
Zealand vs. 13.7 activities on average for
all tourists.
Of particular interest is the fact that
youth travellers over index on adventure
activities. Youth are almost three times
more likely to go sky diving and bungy
jumping than regular tourists, and are twice
as likely to do snow sports, caving,
rafting, horse trekking and climbing. 50.3
per cent of youth travellers do some form of
Sample:
5,350
adventure
tourism while in New Zealand where
only
32.9
per
cent of all tourists do some
International Visitor Survey – YE Mar 2010 - 2012 (15 –
form of adventure tourism.
Regional Visitation
Percent of Tourists
Regional Visitation
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Youth
Total
Sample: 1,685
The youth market generally has a similar regional visitation profile as all visitors. Two clear
differences are that youth generally visit more regions than average and also youth are slightly
less likely to visit Auckland than all visitors.
International Visitor Survey – YE Mar 2012 (15 – 29
Queenstown
Age Profile of Queenstown International Tourists
40%
35%
35%
Arrivals
30%
25%
20%
17%
14%
15%
13%
10%
10%
5%
4%
1%
0%
4%
0%
0%
Under 10 - 19 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 90 Years
10 Years Years Years Years Years Years Years Years Years
and
Over
As part of a separate analysis it was found international tourists that visit Queenstown were
highly over-represented by youth travellers.
International Visitor Survey – YE Dec 2011
International Travel and Migration Survey – YE Dec 2011
Age of Australian Ski Market
The ski market is much younger than the total of all Australian holiday tourists.
Almost two thirds of the Australian ski market are aged between 15 and 34.
Ski Australia
35%
All Australia
Percent of Arrivals
30%
25%
20%
15%
10%
5%
0%
15 to 24
25 to 34
35 to 44
Source: International Visitor Survey: YE March 09 to
45 to 54
55 to 64
65+
Australia as a Source Market
Australia As A Source Market
532,86
9
311,22
Non Australian
3
Residents
Total Youth Arrivals 2011
221,64
Australian
6
Residents*
95,234
Arrive in New
Zealand after
visiting and
spending time in
Australia
*Australian
60%
of the youth
market originate from
Australia as either
Australians or visitors
to Australia.
Residents are classed in NZ arrivals as people that have lived in
Australia for 12 months or more
Australia as a Source Market
532,86
9
221,64
6
123,64
Australian
5
Residents and
Australian Citizens
23% of total
youth
*Australian
70,32
Australian
0
Residents but NZ
Citizens
13%
of total
youth
Total Youth Arrivals 2011
Australian
Residents*
42%
of total
youth
28,06
Australian
1
Residents but not
Aust or NZ Citizens
5% of total
youth
Residents are classed in NZ arrivals as people that have lived in
Australia for 12 months or more
Australia as a Source Market
Australian Youth Arrivals by Citizenship
140,000
120,000
Arrivals
100,000
80,000
Australia
60,000
New Zealand
Other
40,000
20,000
0
2005
2006
2007
2008
2009
2010
2011
Growth in Australian arrivals over the last two years has been largely driven by New Zealanders
returning home to New Zealand. In 2011 there was a 15.3% increase in New Zealand citizens
returning to New Zealand. In comparison there was a 0.9% decrease in Australian citizens visiting
New Zealand.
*Australian
Residents are classed in NZ arrivals as people that have lived in
Australia for 12 months or more