Fairview Off Grid Camping,Temora Sugar Pine Walk, Laurel Hill
Based on Tourism Research Australia – International & National Visitor Surveys
THE VALUE OF
TOURISM TO THE
RIVERINA MURRAY 2019
Glendale Citrus & Hazelnut Orchard, Narrandera
All image credits: Destination NSW
Murray River Paddlesteamers Ulupna Island, Murray River
Yarrawonga Mulwala Golf Club Resort Hillview Farmstay, Mount Adrah
Zecca Handmade Italian, Griffith Junction, Moama
Each day tourism generates over $4.8M for the
region’s economy and supports employment
for 6.1% of the entire labour force.
The Value of Tourism report is based on data
captured between January and December 2019.
The report provides a benchmark that shows how
valuable tourism is to the region when measured
at its strongest point prior to both bushfires and
2
The NSW Visitor Economy (3.0% direct share of state GVA) is worth more than Agriculture, Forestry and Fishing combined (1.6% share of state total) and scores just below Mining (3.3% share of state total) in contribution to NSW.
Supporting our local economy, Tourism supplies 6.1% of the region’s employment including 9,147 persons who are directly employed and a further 3,521 who are indirectly employed.
There are 2,976 tourism related businesses in Riverina Murray around 8% of all Regional NSW Tourism businesses.
Economically, tourism businesses directly deliver $520 million of the (3.4% of region’s GVA – over 80% of which is delivered by our Accommodation, Food Service, Retail, Transport and Education
establishments.
Domestic direct inbound seats and flights have increased in 2019 with a total of 10,683 flights (+3.8% yoy) delivering 469,968 seats (+2.3% yoy).
Note: Gross Value Added (GVA), Tourism Jobs and Businesses data are only available by tourism region. GVA was estimated based on visitor expenditure share while Tourism Jobs and Businesses were estimated based on visitor number share of the tourism regions within each DN in 2019.
Riverina Murray DN has 200 accommodation establishments with a room stock of more than 6,300 (for
establishments with ten rooms or more).
Tourism in NSW is the 2ndlargest NSW industry in
terms of exports of merchandise and services (behind Mining and ahead of Manufacturing).
1. Mining ($25.8 billion) 2. Tourism ($21.6 billion) 3. Manufacturing ($13.4 billion)
Sources: Tourism Research Australia, State Tourism Satellite Accounts, 2018-19; Official Airline Guide OAG 2019,
STR Tourist Accommodation 2019; Department of Foreign Affairs and Trade, Australia’s Trade by State and Territory 2018-19
According to the Deloitte 2015-2020 Tourism Labour Force survey, over 78% of tourism job vacancies are filled by local residents of the area where the business is located.
It is estimated that NSW has a 10% vacancy rate in tourism jobs.
Tourism delivers
6.1%
of our jobs, supports
2,976
businesses and directly
delivers
3.4%
of our region’s Gross Value Add (GVA) which has grown every
3
Sources: Tourism Research Australia, International & National Visitor Surveys
In terms of what is consumed by Tourism, Riverina Murray DN represents about 4% of the state’s Total Tourism
Consumption. This is mostly delivered by Intrastate tourism to the Region.
Riverina Murray has a substantial Domestic tourism market.
Visitation to Riverina Murray DN has grown over 30% since 2016 in terms of visitor expenditure value.
Note: Items with an asterisk * are available but not statistically reliable
Riverina Murray DN is the
top ranked DN in NSW
in terms of growth in
International visitors in the past year!
YE Dec 2018 YE Dec 2019 YE Dec 2018 YE Dec 2019
United Kingdom 15.1% 15.6% 9.7% 8.9%
New Zealand 16.5% 13.5% 11.2% 8.3%
Share of Visitors Share of Expenditure Top Origin
4
Source: Tourism Research Australia, International & National Visitor Surveys
Note: Purpose of visit shares provided only when statistically reliable
5
Photo Credit: Destination NSW, Deniliquin Ute Muster, Southern 80, Rewind in the Vines, Griffith Spring Fest, Gears and Beers Festival, Pericoota Pop and Pour Festival, Riverboats Music Festival, Lost Lanes.
Source: Tourism Research Australia, National Visitor Survey
Events
deliver visitors, visitor nights and visitor spend into
Riverina Murray DN
International and Domestic daytrip event visitor data in Riverina Murray DN are available but not statistically reliable.
6
Source: Tourism Research Australia, International & National Visitor Surveys
Note:
Items with an asterisk * are available but not statistically reliable Items with n/a means data are not available.
What
experiences
drive visitors to come to your destination?
Note: Activities of International visitors were undertaken in Australia, not necessarily in NSW
Attend a n orga ni s ed s porting event 10% 3% *
Attend fes tiva l s / fa i rs or cul tura l events 14% 4% *
Attend movi es /ci nema 20% * *
Attend thea tre, concerts or other performi ng a rts 10% * *
Bi rdwa tchi ng 15% * *
Bus hwa l ki ng / ra i nfores t wa l ks 35% 7% *
Cha rter boa t / crui s e / ferry 23% * n/a
Cycl i ng 11% * *
Ea t out / di ne a t a res taura nt a nd/or ca fe 91% 56% 45%
Exerci s e, gym or s wi mmi ng n/a 8% *
Experi ence a bori gi na l a rt / cra ft a nd cul tura l di s pl a ys 15% * n/a
Fi s hi ng * 5% *
Go on a da ytri p to a nother pl a ce n/a 3% n/a
Go on gui ded tours or excurs i ons 16% * *
Go s hoppi ng for pl ea s ure 69% 12% 24%
Go to ma rkets 41% 4% *
Go to the bea ch 57% * *
Go wha l e or dol phi n wa tchi ng 10% * n/a
Other outdoor a ctivi ties nfd 12% 4% *
Pi cni cs or BBQs n/a 4% *
Pl a y other s ports 8% 3% *
Pubs , cl ubs , di s cos etc 50% 29% *
Si ghts eei ng/l ooki ng a round 71% 19% 10%
Snorkel l i ng 7% n/a n/a
Surfi ng 8% n/a n/a
Touri s t tra i ns 12% n/a n/a
Vi s i t a reef 7% n/a n/a
Vi s i t a rt / cra ft works hops / s tudi os 13% * n/a
Vi s i t botani ca l or other publ i c ga rdens 45% 4% *
Vi s i t ca s i nos 12% n/a n/a
Vi s i t fa rms 19% * *
Vi s i t fri ends & rel a tives n/a 37% 26%
Vi s i t hi s tory / heri tage bui l di ngs , s i tes or monuments 45% 5% *
Vi s i t mus eums or a rt ga l l eri es 44% 3% *
Vi s i t na tiona l pa rks / s tate pa rks 55% 8% *
Vi s i t wi l dl i fe pa rks / zoos / a qua ri ums 33% * *
Vi s i t wi neri es 14% 3% *
7
Source: Tourism Research Australia, International & National Visitor Surveys Note: Items with an asterisk * are available but not statistically reliable
Is your region getting its
share
of the
Visitor/Tourism economy
?
Other LGAs that make up The Murray TR include: Murrumbidgee (part). Data are available but not statistically reliable.
8
Source: Tourism Research Australia, International & National Visitor Surveys
Other LGAs that make up Riverina TR include: Carrathool, Coolamon, Federation (part), Junee, Leeton, Lockhart, Murrumbidgee (part) and Temora. Data are available but not statistically reliable.
Note: Items with an asterisk * are available but not statistically reliable
