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Tourism Victoria
This factsheet summarises the key findings from the 2012-13 survey, including a demographic profile, travel behaviour, and visitor expenditure. Also explored is visitor satisfaction with Melbourne and services provided.
Given the increasing popularity of cruising, Tourism Victoria and the Port of Melbourne Corporation funded a Melbourne cruise ship passenger survey for the 2012-13 season. This was the fourth passenger survey conducted, with the first survey conducted in 2006-07. The 2012-13 Victorian cruise ship season (November 2012 to April 2013) had 55 cruise ship visit days Melbourne1, ranging from a few hundred passengers to over 3,000 passengers.
Impact Assessment of the Cruise Shipping Industry in Australia, 2012-13. It states that the estimated total output of
the Australian cruise shipping industry in 2012-13 was $2.06 billion by international passengers and crew, including direct expenditure of $1.22 billion. When domestic passengers and crew are included the estimated total output is $2.88 billion, with direct expenditure of $1.71 billion. The report highlights the growing number of passengers and increase in expenditure by cruise ship passengers. The only decline that occurred during 2012-13 was the number of cruise ship visits to Australian ports, down 6 per cent to 692, due to a reduced number of visits to Western Australia, South Australia and regional Queensland. There was strong growth in the number of base ship visits, however this was exceeded by a decline in domestic and international transit visits. Specific increases over the previous year include the: number of visiting cruise ship visits: 42 to 43 (up 2%) passenger days at port: 1,463,013 to 1,814,478 (up 24%) crew days at port: 324,656 to 373,104 (up 15%)
Economic Impact Assessment of the Cruise Shipping Industry in Australia 2012-13, Excutive Summary, Cruise Down Under,
September 2013
2
WA SA VIC/TAS QLD
NT
2 1
80%
44
Male
33
65 - 74
8 8
UK Canada
17
On 38 holidays
60%
94
40%
Passenger
20
60 - 64
28 USA
56 20%
Female
20 9
50 - 59
64
NSW/ ACT
58
Retired
35 - 49
15 - 34
38 Australia
9 Age (n=888)
Overall, the majority of survey respondents were female (56%). Passengers were more likely to be aged 60 or older (66%), whilst crew members were more likely to be younger than 35 (90%). The majority of passengers were travelling as part of an adult couple (65%). Over one third of passengers were from Australia (40%), followed by 29 per cent from the USA, 8 per cent from both Canada and the UK. Crew members were predominantly from Asia (44%) followed by 18 per cent from Eurpean countries (excluding the UK). Forty-seven per cent of fully independent passengers were Australian and 22 per cent were from the USA. In comparison, 50 per cent of group passengers were born in the USA and 19 per cent in Australia. The proportion of domestic vs. international passengers in 2012-13 has changed since 2011-12, with more domestic passengers (40%, up from 32%). This shift in nationality in 2012-13 may be associated with the sampling as more ships surveyed during the season were based domestically (52%), compared to 2011-12 (33%). Amongst the passengers, 58 per cent were retired, 38 per cent were on holidays from work and 2 per cent were not currently working. In 2012-13, 46 per cent of passengers had undertaken between 1-5 cruises previously, on average passengers had taken 7.3 cruises, declining from the 2011-12 average of 8.6 cruises. While crew members had been on more cruises than passengers (average of 14 previous cruises), their average number has declined compared to 2011-12 (an average of 16).
Turnarounds are defined as vessels that complete and begin a new voyage in Melbourne.
5
Fully independent travellers have been defined as those who did not take part in an organised tour whilst organised tour passengers are those who participated in either an all-day or a part-day organised tour. Of note, if a respondent took part in an organised tour in addition to undertaking activities independently, the respondent has been classified as an organised tour passenger for the purposes of this survey.
Visitor Expenditure International passengers spent more per person ($109) than Australian passengers ($75) during their visit to Melbourne. Compared to the 2012 IVS, international overnight visitors 10 spent an average of $115 per night in Melbourne, which we note would also have included their accommodation, if applicable, while domestic cruise ship passengers spent less than total domestic overnight visitors (an average of $76 per night).
Response International Visitors Total Cruise International Pax 2012/13 Overnight Leisure Visitors 2012 $1,699 20,051 $115 $85 $76 Domestic Visitors Total Cruise National Pax 2012/13 Overnight Leisure Visitors 2012 $2,472 14,258 $173
Overnight visitor expenditure 2012 (Leisure visitors) $ million Total visitor nights in Melbourne 2012 (Leisure Visitors) (000s) Average expenditure per person per night
The methodology for the expenditure was calculated by combining the expenditure in Victoria by holiday and VFR (referenced as Leisure visitors) and then dividing by total expenditure in Victoria to obtain a proportion of expenditure by leisure visitors. The percentage was then used to calculate the expenditure in Melbourne assuming the same proportion as the Victorian average. The same principle was used to estimate domestic and international expenditure.
Compared to 2011-12 cruise passenger expenditure, average expenditure for international visitors has declined marginally by $1 per night, while average expenditure for domestic visitors has declined by $63 per night. Average expenditure per person Overall, the average expenditure per person across all items was $472 per night. The average expenditure per passenger was $496 and $76 for crew. This was a noticeable increase from 2011-12 due to a change in the calculation11. If expenditure on accommodation, airfare to/from Melbourne and packaged deal categories were removed, the average expenditure in 2012-13 declined to $98 from $121 in 201112. Compared with 2011-2012, fully independent travellers spent less on food and drinks ($19.73 vs. $32.16 in 2011-12) and on entertainment and gambling ($3.86 vs. $6.32 in 2011-12). Organised tour passengers spent notably less on organised tours ($95.11 vs. $166.30 in 2011-12), on shopping ($11.70 vs. $30.20 in 2011-12) and on food and drinks ($9.53 vs. $13.41 in 2011-12). The overall decline in expenditure may be attributable to a higher proportion of domestically-residing respondents surveyed in 2012-13. Whilst domestic respondents spent an average of $74.55 per person, international respondents reported an average expenditure of $109.15 per person.
10 11
USA Canada United Kingdom New Zealand Germany China Other Countries Total
6 7
Leisure definition is the main purpose at stopover is Holiday or VFR Source: International Visitor Survey, Tourism Research Australia, year ending December 2012 8 Source: National Visitor Survey, Tourism Research Australia, year ending December 2012 9 Source: International Visitor Survey, Tourism Research Australia, year ending December 2012
Holiday and VFR, as well as business, education and other Accommodation, airfare to/from Melbourne and packaged deals were added into the calculation of average expenditure per person in this survey.
Total Respondents
Shopping
Organised tours
$8.40 $4.66 $1.57 $6.70 $3.14 $1.14 $13.46 $24.44 $34.69 Takeaway and restaurant meals
Passengers
$3.76
$6.92 $1.64 $3.05 $1.09 $13.02 $25.90 $0.49 $0.82
Crew
Their Melbourne experience In 2012-13, 47 per cent of respondents passengers had made no firm plans prior to arrival in Melbourne, higher for independent travellers (59%) compared to tour passengers (14%). Crew members were more likely to have made plans for places to eat and drink (16%) compared with passengers (3%). The most popular activities that respondents did in Melbourne were organised tours (61%), shopping and markets (59%), dining out (30%), visiting city attractions (22%), going for walks (20%), or visiting historical landmarks (14%). Compared to 2011-12, respondents were more likely to have taken a city tour (24%, up from 16%), dine out (30% compared to 16%), walk around parks or gardens (19% compared to 13%), visit the markets (13% compared to 9%) or visit art galleries or museums (9% compared to 6%). In terms of specific places visited around Melbourne, just over half of respondents had visited the CBD area (51%), followed by 27 per cent who visited Federation Square, 18 per cent visited parks and gardens, 17 per cent visited Bourke Street Mall, 16 per cent visited Queen Victoria Market and 13 per cent visited the St Kilda precinct. Compared to 2011-12, respondents were more likely to have visited: a shopping precinct/market/outlet (58%, up from 49%), Cooks Cottage (7%, up from 2%) and Shrine of Remembrance/War Memorial (6%, up from 3%).
$8.85
$19.70 $24.10
$35.32
$3.01 $4.64
$20.92
$1.98
Other passenger expenditure information collected included packaged deals (averaging $365.33 per person). Previous visits to Melbourne Respondents in 2012-13 (particularly passengers) were less likely to have visited Melbourne before (50%) compared to 2011-12 (59%). Three-quarters (75%) of organised tour passengers in 201213 were first-time visitors to Melbourne compared with 41 per cent of fully independent travellers. Fifty-eight per cent of crew members had previously visited Melbourne. Information needs prior to or upon arrival in Melbourne Before arriving in Melbourne, the most common types of information that respondents sought were for attractions/things to see and do (43%), public transport (26%), places to go shopping (25%) and tours/day trips (22%).
Cruise Terminal (in line with 2011-12). Only 2 per cent of passengers were dissatisfied with the presentation of the Cruise Terminal. Passengers were equally satisfied with the customer service provided at the Cruise Terminal in 2012-13 (94%) compared to 2011-12 (94%).
Economic Impact Assessment of the Cruise Shipping Industry in Australia 2012-13, Excutive Summary, Cruise Down Under, Cruise Down Under Annual Report: 2012-13 International Visitor Survey, Tourism Research Australia, year
ending December 2012 National Visitor Survey, Tourism Research Australia, year ending December 2012 Note: Percentgaes may not add to 100% due to rounding.