China helps TNQ beat the international visitor pack

The Tourism Research Australia International Visitor Survey for the quarter to Dec 2016 (available here) shows international visitor numbers continuing to improve; although visitors are staying for less time.

Total visitors for the year hit a new record high of 7.625 million; an increase of 11.2% from the previous year. Expenditures rose by 8.1% to $26.2 bn which saw the average expenditure per night fall by 2.8% while the average length of stay dropped by 8.5%.

Queensland fared not quite as well with total visitors up 10.1%, expenditure up 4.0% and average expenditure per visit falling by 5.6%.

Tropical North Queensland, lead by the surge in Chinese visitors, was a stand-out performer. Total visitor numbers were up 15.4% to 901,000. Despite expenditure rising strongly (up 10.2% to $1.12 bn) the average spend per visit fell 4.5%. As a result TNQ’s share of the international visitor market has started to climb back from the lows seen in 2012, although there’s still a very long way to go to return to the heady days of a decade ago when 17% of all international visitors were coming to the Far North.

But make no mistake, the solid TNQ performance isn’t all down to China. While China saw a huge 32.1% gain in total visitors to the region (to 229,000) Japan also experienced very good growth (up 21.2%) , as did the US (up 14.6%). As we can see from the chart below, the US and Japan have now pulled well clear of the pack behind China.

The tourism picture for 2016 will be completed in a fortnight’s time when we see TRA’s National Visitor Survey released.

 

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