Regional Tourism Profile 2004

Adelaide Adelaide skyline

Gawler
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 St Kilda

Tasting Australia provide a focus for the State’s ‘good living’ wine and
0 20
food tourism experience. The city’s rich culture is demonstrated in its km
Port Adelaide

galleries, theatres and many festivals – including the Adelaide Festival Grange Adelaide

of Arts, Fringe Festival and WOMADelaide. Adelaide’s reputation Glenelg

as the 20-minute city makes it the ideal conference venue. World class Belair

convention facilities are just minutes away from accommodation,

Hallett Cove
attractions, recreation and sporting facilities and the hills, beaches and Port Noarlunga

airport are just a short drive from the CBD.

McLaren Vale

Adelaide Market Structure 2004

Domestic Day Trips Total overnight market
2,736,000 visitors staying
2,788,000 visits
13,921,000 nights

Holiday/Leisure/VFR* Business/Education/Other*
1,716,000 visitors – 63% 1,033,000 visitors – 38%
8,370,000 nights – 60% 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
Figure Yield Holiday/VFR
Domestic Prospects byVisitors
preference, intention
to Adelaide byand
age,visitation
2002-2004to Adelaide
Domestic Holiday/VFR Visitors to Adelaide
60%
22%65+of these
Profile of Domestic Visitors
14% preference
50% visitors to Adelaide were in a life-cycle stage of young or
c Holiday/VFR Visitors to Adelaide by travel party, 2002-2004 50%
midlife single and 9% were older singles. The most common life cycle stage
intention
45-64 34%
For the 3 years 2002-2004 there were an average of 2,287,000 domestic

Age (years)
40% married person (27%).
was older
er visitation
2%
overnight visitors per annum4 to the Adelaide Tourism region of which 30%
25-44 35%
es 1,378,000 were visiting the region for holiday/leisure or visiting friends and Figure 3: Domestic Holiday/VFR Visitors to Adelaide by travel party, 2002-2004
4% 17% 17%
en 20%
relatives (VFR) purposes. This section summarises the characteristics of 15-24 13% 14% 17%
11%
ne 24% 10% Other
Australians visiting the Adelaide tourism region on a visit of one or more 2%
0% 10% 20% 30% 40%
es nights for holiday/VFR purposes5 over the 3 year period 2002-2004. Friends/relatives
0%
13% 4%
en with children Domestic Holiday/VFR
interstate Visitors to Adelaide
intrastate
ts
Overview

Travel Party
25% Travelling Alone High Yield Prospects 24%
en
ple Domestic overnight holiday/VFR visitors 33%
to Adelaide were more likely Friends/relatives
13%
without children
than visitors to most other SA regions to be:
0% 10% 20% 30% 40% Family parents
25%
• from interstate (59%), particularly Victoria and NSW; & children
Domestic Holiday/VFR Visitors to Adelaide Figure 10:3:International
Figure and Domestic
Domestic Holiday/VFR visitor
Visitors to nights to Adelaide
Adelaide by travel party, 2002-2004
• travelling alone (24%); Adult coupleused, 2002-2004
by accommodation 33%

• on a visit to the region of 4-7 nights (28%); 0% Other 10%

7% Hotel/motel
20% 30% 40%
Other 2%
Homestay 2% 22%
• travel to the region by air transport (29%); Domestic Holiday/VFR Visitors to Adelaide
Education institution
Friends/relatives3%
• participate in eating out at restaurants (56%), pleasure shopping (44%), with children
Backpacker/hostels 3%
4%
Rented house
Source: TRA NVS 2002-2004

Travel Party
going to museums and galleries (7%) and organised sporting events (8%); Travelling Alone
apartment/flat
24%
Holiday/VFR Visitors to Adelaide by length of visit to region 13%
• use the Internet or travel agents to obtain information before their trip.
rip, 2002-2004 How long do they visit?
Friends/relatives
13%
without children
Caravan park
28% The average length of visit in Adelaide by holiday/VFR visitors
commercial camping 3%
27% Family parents
25%
Where are Domestic Visitors from? between 2002-2004
& children is 4.2 nights. Around
Figure 4: Domestic Holiday/VFR Visitors to Adelaide by length60% of domestic holiday/VFR
of visit to region
Friend/relative
length of total trip
A higher proportion (59%) of domestic holiday/VFR visitors to visits
and toofAdelaide
length trip, are
totalcouple
Adult short
2002-2004 stays
property 47%
(1-3 nights) although the region
33%
also
21%
length of visit to region attracts
30% a reasonably high proportion (28%) of 4-7 night visits. 24%
28%
18% Adelaide in 2002-2004 are from interstate than for any other SA region. 0% 10% 27% 20% 30% 40%
Victoria
15% is the main15%interstate market accounting for an estimated 27% were on a trip with a total length of 8 or more nights even though only
24% Domestic Holiday/VFR Visitors to Adelaide
of domestic
12% holiday/VFR visitors; NSW/ACT contributes 18% and 12% stay in the Adelaide region for this long. lengthThis
of totalreflects
trip that, for some
10% 21%
visitors, Adelaide
20%
is part of a touring length
holiday of visit
that to region stays in other
includes
Queensland 6%. Regional South Australians visiting Adelaide are a 20%
Figure 12: International visitors
18% to Adelaide by origin, 2002-2004
regions. For instance, although 76% of visitors to Adelaide stay in the one
Visitors

significant market (37%) 5% with key 4% origin markets being Limestone Coast 15% 15%
destination for their entire Other trip, NZ 11% have 4 or more different stopovers.
(7%) and Flinders Ranges/Outback
2%
1% SA (7%). 12% countries 8% Japan 10%
10% 4% 4%
2 3 1: Domestic
Figure 4-7 8-14 22+to Adelaide by origin, 2002-2004
15-21Visitors
Holiday/VFR Figure 4: Domestic Holiday/VFR Visitors to Adelaide by length
Other 5%
of visit to region
Number of Nights Other 4%
WA states
and length of total trip, 2002-2004
Europe Figure 7: DomesticAsia
Holiday/VFR Visits to Adelaide by information source
QLD Eyre 21% 16% 2%
1%
4% 3% Peninsula 28%
6% Yorke 30%
0%
5% Article newspaper/mag
27% 1%
Peninsula 1 2 3 4-7 8-14 15-21 22+
Figure 1: Domestic Holiday/VFR Visitors to Adelaide by origin, Airline
Flinders/2002-2004
24% 2%
4% Number of Nights USA/Canada
Germany 21% length
Other of total
Information Sources trip
Other
Holiday/VFR Visitors to Adelaide by type of traveller, 2004 Outback 14% 2%
WA Figure 7: Domestic Holiday/VFR
lengthVisits
of visit to Adelaide by information sources, 2
2% to region
states 7% Eyre 20%
10% Travel guide/book
Vic QLD 20%
4% 3% Peninsula 18%
er 27% 6% Yorke Friends/relatives 2%
2% Regional Article newspaper/mag
Visitors

5% PeninsulaOther SA UK
15%23% 15% 1%
Motor assoc.
ed SA 37% Airline
3%
5% regions 2%
sm Flinders/
Riverland 4% Visitor
12% toinformation centre 5%
Figure 5: Domestic Holiday/VFR Visitors Adelaide by type of
Other 2%traveller, 2004
Information Sources

Outback
4% 7% 10%
er 12% 10% Travel agent 8%
Vic 7% Travel guide/book 2%
Fleurieu Backpacker 2% Internet
se 27% 15% Friends/relatives 2%5%
Regional Peninsula Limestone 4%
0% 5% 10% 15% 20%
ry NSW/ACT 24% SA 37%
Adelaide 3% Coast Other SA Figure 11: Nature
Adelaidebased
tourism region
5% monthlyMotor
roomassoc.
occupancies 2% 3%
ecotourism
18% 4% Riverland 7% regions 90%0% Adventurer Visitor information centre 5%
1%
Domestic Holiday/VFR Visits to Adelaide
Ratesof Traveller

et 48%4% 7% Caravan parks,2003

12%
80% 1 2 3 4-7 agent
Travel 8-14 15-21 22+ 8%
0% 10% 20% 30% 40% 50% Fleurieu Something else 15% Internet
Number of Nights 22
Source: TRA NVS 2002-2004 70%
Peninsula Limestone
60% Luxury 24% 0% 5% 10% 15% 20%
Coast
Occupancy Type

Domestic
NSW/ACT Holiday/VFR Visitors to Adelaide
Adelaide 3%
What
18%is their age and
4% gender? 7% Source:
Hotels/motels,2004
50%TRA NVSBudget
2002-2004 48%
Figure 8: Domestic non-business visits to Adelaide
Domestic Holiday/VFR Visits to Adelaide
by holiday typology 2
40%
In 2002-2004 53% of domestic holiday/VFR visitors to Adelaide were 0% 10% 20% 30% 40% 50%
Figure 2: Domestic Holiday/VFR Visitors to Adelaide by age, 2002-2004 30% How do they describe their Trip? Fly & stay 0%
female and 47% male. The most common age group of visitors was 25-44 Figure 5: Domestic Holiday/VFR Visitors to Adelaide by type of traveller, 2004
20% Domestic Holiday/VFR Visitors
Short tour to Adelaide
When asked how strongly they agreed with various statements as a 5%
years (35%), closely followed by 14% 45-64 years (34%).
Holiday Typology

Holiday/VFR Visitors65+
to Adelaide by activities, 2002-2004 10%
description Backpacker
of their trip, 2% domestic holiday Getaway purpose visits visitors
5%
to Adelaide were
0% Figure 8: DomesticBeach non-business
holiday to
5%Adelaide by holiday typology 2002
Nature based
most likely
J to
F see their
M trip
5% as being
A M to J escape
GrandJ and A unwind S with
7% O
32%Nstrongly D
Figure 2:45-64
Domestic Holiday/VFR Visitors to Adelaide by age, 2002-2004 34% ecotourism Fly & stay tour0%
Age (years)

Month
agreeing with this description. A 12%somewhat higher proportion of visitors to
Type of Traveller

rbecues 7% Adventurer Special events 8%

Short tour 5%
galleries 7%25-44 Figure 6: Domestic
Adelaide strongly Holiday/VFR Visitors to15%
elseagreed with ‘luxury
Adelaide
and by tour
Big activities,5%2002-2004
indulgence’ as a description 15%of their
Holiday Typology

65+ 14% 35% Something Getaway

g events Short break 21%
8%
trip than did visitors to SA as a whole.Beach holiday 5%
Luxury 24%VFR
wineries 8%15-24 17% Grand tour 7%
45-64 34% Picnics/barbecues
Age (years)

s/videos 10% Figure 5: Domestic BudgetHoliday Visitors7% to Adelaide and SA % 0strongly

Special events
5 agree
8%
10 15
48% 20 25 30
0% 10% 20% 30% 40% with Visit
trip museums/galleries
description, 2004 7% % of total visit
er place 10%
25-44 35% 0% 10% 20%Big tour 30% 40% 50%
15%
Attend org. sporting events 8%
o beach 17% Domestic Holiday/VFR Visitors to Adelaide Short break 21%
To meet locals Visit&wineries
exp. 6%Domestic
8% Holiday/VFR Visitors to Adelaide
discos, 23% local lifestyle 4% VFR Total SA
15-24 17%
Movies/videos 10% 0 5 Adelaide15
10 20 25 30
t seeing 32% To experience 7%
Activities

0% 10% 44% 20% 30% 40% Daytrip tofood

another&wineplace 6% 10% % of total visit
Trip Description

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

To escape &Go to beach
unwind 17% 43%
aurants Domestic Holiday/VFR56% Visitors to Adelaide 32%
Pubs, clubs, discos, 60% 23%
elatives 64%
Figure 6: Domestic For luxuryHoliday/VFR Visitors to16% Adelaide by activities, 2002-2004preference
Source: TRA NVS 2002-2004 & indulgence
Sight seeing 17% 50% 32%
0% Figure
10% 3:20% Domestic 30%Holiday/VFR
40% Visitors
50% to Adelaide
60% 70% by
80%travel party, 2002-2004 50%
Pleasure
Tour aroundshopping 20% 44% intention
With whom do they travel?
Domestic Holiday/VFR Visitors to Adelaide Eat out at& restaurants
explore
Picnics/barbecues
Figure 9: SA40% High Yield
7% 16%
18% Prospects by preference, intention and visitation to
56%
Other 2% For adventure visitation
The proportion (24%) of domestic holiday/VFR visitors to Adelaide Visit museums/galleries
Visit friends/relatives 60%
10% 64%
7%30%
preference
Friends/relatives Attend org. sporting events 0% 0%5% 10% 10% 8% 20% 20%
15% 30%
50% 25% 40% 30% 35% 50% 40% 60% 45% 50% 70% 17%80%
in 2002-2004
Figure 3: Domestic that were travelling
Holiday/VFR
with children
Visitors
4% alone
to Adelaidewasby much
travelhigher than the average
party, 2002-2004 50%20% 17%
Visit wineries 8%
Domestic Holiday/VFR 13% to Adelaide
AgreeVisitors intention
14%
for the state (17%). A further 33% visited Adelaide as a travel party of adult % Strongly
Travel Party

11%
Travelling Alone 24% Movies/videos 40%10%
10%
c non-businesscouple visits
andto Adelaide
25% as2%
Other & SA by value
a family group segments,
of parents 2002-2004
and children. Source: TRA NVS 2004 Holiday purpose visits only (excludes VFR). Data for 2004 only as question visitation
first introduced in 2004.
Activities

Friends/relatives Daytrip to another place 30% 10%

13% 0%
Friends/relatives
without children Go to beach 17% 17% interstate
ware 4% 16% intrastate
17%
with children
Family parents 18% Figure 7: Domestic Holiday/VFR 20%
to Adelaide by 23%
information sources,14% 2004
25%
Pubs, clubs, discos, 13%High Yield Prospects
Travel Party

& children 11%

ment Travelling Alone 21% 24% Figure 9: Domestic non-business
Sight seeing visits
10% to Adelaide & SA 32%by value segments, 2002-2004
22%
4. As the NVS Adult
is subject to sampling variability, annual average data over a 3 year period, 2002-2004,
couple 33%is used where available to effectively increase
Pleasure Other
the size 4%
of the sample
shopping on which estimates are based and improve 44% reliability.
Friends/relatives 9%visits are chosen as the focus 13% 2%
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
Total SA and development activities.
without children 10% Eat out ataware
Socially restaurants interstate
16% 56%
0% 10%
Adelaide 20% 30% 40% Travel agent 8% 18% intrastate
Family parents Visit friends/relatives 13% Total SA
64%
tism 5% 25% High Yield Prospects21%
4% & children Domestic Holiday/VFR Visitors to Adelaide Visible achievement Adelaide
Advertising/Travel
articles/documentaries 0% Figure 10%10: International
10% 20% 30% and 40%Domestic
50% visitor 22% nights
60% 70% to Adelaide
80%
6%
etter 7%
Adult couple by accommodation 9% used, 2002-2004
2 Adelaide Regional Tourism Profile 2004
7% 33% Young optimism 11% Domestic Holiday/VFR Visitors Total SA
to Adelaide
ments

Motoring association 10% Other 7% Hotel/motel

rces

7% Adelaide
me’ 8% 0% 10% 20% 30% 40% Homestay 2%
5% 22%
 4% Backpacker 2%
property 47%
Fleurieu Internet Other NZ 22%
2% Nature based
Peninsula Limestone 1% 0%
5% countries
15% 8%
20% Japan 25% 5% 10%
Adelaide 0% 3% Coast ecotourism 4% 4%

Type of Traveller
4% 1 2 3 7%
4-7 8-14 15-21 22+ Domestic Holiday/VFR Visits to Adelaide
Adventurer
12%
Other
What transport do they use? Number of Nights Event trips, which are trips for sporting/cultural
Something else 15% Europe
events or special interest
Asia
Although private vehicles
Figure 12: International aretothe
visitors main by
Adelaide (65%)
origintransport
, 2002-2004mode domestic holiday/
meetings, tend to be relatively more common 21% for Adelaide than for 16%the state
Luxury 24%
VFR visitors used to get to Adelaide in 2002-2004, own car is less significant as a whole.
Other NZ Budget 48%
than for other regionscountries
of the state.
8% Air transport is an important transport option
Japan
Figure 8: Domestic non-business visits to Adelaide by holiday typology 2002-2004
USA/Canada
Figure 5: Domestic Holiday/VFR Visitors to Adelaide by type of traveller, 2004 0% 10% 20% Germany30% 40% 50% 14%
with 29% oftovisitors 4%
nominating this as
4%the transport used to get to Adelaide, 10%
stic Holiday/VFR Visitors Adelaide by age, 2002-2004 Fly & stay 0%
Other 2% 2% by rented vehicle and 2% by train. Domestic Holiday/VFR Visitors to Adelaide
4% travel Backpacker
by bus/coach, Short tour 5%
Europe Asia UK 23%

Holiday Typology
Nature
14% based Getaway 5%
In what activities
21%
ecotourism do5%visitors participate?
16%
Beach holiday 5%
Type of Traveller

Adventurervisiting friends and relatives, eating out and sightseeing

In 2002-2004 12% Grand tour 7%
34%
Special events 8%
were key activities
Something else for domestic holiday/VFR
Germany
15% visitors to Adelaide, as
USA/Canada
Figure 6: Domestic Holiday/VFR Visitors to Adelaide 15% by activities, 2002-2004
35% 14% Big tour Figure 11: Adelaide tourism region monthly room occupancies
they were forLuxury most
10% regions. A higher proportion 24% of visitors to Adelaide Short break 21%
90%
visited friends and relativesUKor
Budget 23%
ate out at restaurants than for any 48% other SA VFR Caravan parks,2003 33%
17% Picnics/barbecues 80%
7%
region. Pleasure shopping0% (44%)
10% was 20%also a key
30% activity40%for Adelaide.
50% The Visit museums/galleries
0 5
70%
7%
10 15 20 25 30 35
10% 20%in which visitors
30% 40% participate during their stay % of total visit
top 12 activities to Adelaide

Occupancy Rates
Domestic Holiday/VFR Visitors to Adelaide Attend org. sporting events 60%
8%
Source © BDA Marketing Planning Pty Ltd DerivedHotels/motels,2004
by BDA from Roy Morgan Single Source 3 years to Dec. 2004
are shown
Domestic below.Visitors
Holiday/VFR Other significant activities include going to the beach
to Adelaide Visit wineries 50%
8%

(17%), 40%
Movies/videos
Figure 11: visit wineries
Adelaide tourism(8%),
regionattend
monthlyorganised sporting events (8%) and visit
room occupancies Value Segments
10%

Activities
Daytrip to another place 30%
10%
museums/galleries
90% (7%).
Caravan parks,2003 Psychographic
Figure 9: SA High Yield
Go to beachsegmentation,
Prospects20% such
by preference,
17% asintention
the Royand Morgan Value
visitation segments7,
to Adelaide
80%
Figure 6: Domestic Holiday/VFR Visitors to Adelaide by activities, 2002-2004 profilesPubs,
visitors to a region by
clubs, discos, 10%their values,
23% attitudes and lifestyle. The most
70% 60%
Sight seeing 0% preference
significant travel segment for Adelaide F are Visible
32%
AAchievers (22%). JThis A
Occupancy Rates

60% 50% J M M J S
c Holiday/VFR Visitors to Adelaide by travel party, 2002-2004
Hotels/motels,2004 50%
Pleasure shopping 44% Month
50% Picnics/barbecues group tends to represent upwardly mobile families and wealth creators aged
7% intention
40% Eat out at restaurants
40%
56%
Visit museums/galleries 7% 35-54 Visit
years. Also significant in Adelaide,
friends/relatives
as they are for South64%
visitation
Australia
her 2% 30%
Attend org. sporting events 8% as a whole,
30% are the Traditional Family Life segment (older mainly empty
20% 0% 10% 20% 30% 40% 50% 60% 70% 80%
ves Visit wineries 8%
en
4% 10% nesters,20%
stable income)
17% and Socially Aware 17% segment (high socio-economic
Movies/videos 10% Figure 5:
13% Domestic
Domestic HolidayVisitors
14% Holiday/VFR Visitorsto to Adelaide and SA % strongly agre
Adelaide
0% group, well educated, professionals). Compared
11%
2004 to South Australia,
Activities

ne Daytrip
J to another
F place
M A 24% 10%
M J J A S O N D 10% with trip description,
Go to beach Month
17%
Adelaide attracts a higher than average proportion of Young Optimists
ves To meet locals & exp.
0% to be young professionals, 6%
en
13%
Pubs, clubs, discos, 23% which tend technocrats
local lifestyle 4%and students. Tota
interstate intrastate
nts Sight seeing 32% To experience 7% Ade
25% High Yield Prospects
food &wine& SA by value
en Figure 9: Domestic non-business visits to Adelaide 6% segments, 2002-2004

Trip Description
Pleasure shopping 44%
To escape & unwind
ple Figure 5:Eat out at restaurants
Domestic Holiday Visitors to Adelaide
33%and SA % strongly agree 56% 32%
Socially aware 16%
with tripVisit friends/relatives
description, 2004 40%
64% For luxury 18% 16%
0% 10% 20% 30% & indulgence 17%
0% 10% 20% 30% 40% 50% 60% 70% 80% Visible achievement 21%
ToDomestic
meet locals & exp. Visitors6%
Holiday/VFR to Adelaide Tour nights
around 22% 20%
local lifestyle 4% Total SA
Domestic Holiday/VFR Visitors to Adelaide
Figure 10: International and Domestic visitor & exploreto Adelaide 18%
Adelaide by accommodation
Young optimism used, 2002-2004 9%
Total SA
Source: TRATo experience
NVS 2002-2004 7% For adventure 16%
Value Segments

10%
food &wine 6% Hotel/motel 10%
Adelaide
Other 7%
Trip Description

Real Conservatism
What information
To escape & unwind do they use? 32%
43% Homestay 2% 5%
4%
22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 4
Education institution 3%
Respondents For luxurywere asked which16% of various information sources they Something better 7% % Strongly Agree
Backpacker/hostels 3% 7% Rented house
& indulgence 17%
used to9:obtain
Figure Domestic information
non-businessabout visits their trip before
to Adelaide & SA bythey
valueleft home.2002-2004
segments, 60% 8% apartment/flat
Tour around by length of visit to region 20% ‘Look at me’
Holiday/VFR Visitors to Adelaide
of domestic&holiday/VFR visitors to Adelaide
18% in 2004 had obtained 7% 13%
explore
rip, 2002-2004 Socially aware 16% Conventional family life 8%
information For from
adventure having been10%before 16% and 12% had used 18% none of the Figure 7: Domestic
8% Holiday/VFR to Adelaide by information sources, 200
Caravan park
28%
specified
Visibleinformation
achievement
27% 0% 5% 10% 15% 20% 25% 30% 35% 40%at21%
sources. Of the 47% that had used least50%
45% one of Traditional family life commercial camping 3% 21%
22% 19%
Other 4%
the other sources of information, the%main sources
Strongly
9% Agree
were the Internet (52%) Friend/relative
3% 2%
Young optimismlength of total trip Total SA Fairer deal 3%
Value Segments

21% and friends and relatives (40%). Use of the

10% Internet and of travel
Adelaide
agents was property 47% Travel agent 8%
% length of visit to region 2% 13%
18% higherReal
forConservatism 5% Basic needs
visitors to Adelaide 4% than for any other SA region. 2%
Advertising/Travel 10%
15% 7% 15% 0% articles/documentaries
5% 10% 15% 6% 20% 25%
Figure 7:Something
Domesticbetter
Holiday/VFR to Adelaide
7% by information sources, 2004 11%
12% MotoringNon-Business
Domestic association Visits to 7%
Adelaide
Information Sources

10% 8%
‘Look at me’
Other 4% 7% Figure 12: Morgan
Source: Roy International visitors
HTS 2002-2004 ColintoBenjamin
Adelaide
Tourist
Value origin, 2002-2004
bySegments
office/ 13%
2% 8% Visitor info centre 12%
Conventional family life 5% 4%
8% Other NZ Travel book/
Attractions and Events
Travel agent 8% 20%
2% 13%
21%
Total SA countries 8%guide/brochure 17%
Traditional family life 1% Japan
Advertising/Travel 19% Adelaide 4% 38%
10% 4%Internet
2 articles/documentaries
3 4-7 8-14 6%3%
15-21 22+ Day visits to local destinations and visitor numbers to regional
Fairer deal 3% 11% Other
Number association
of Nights
Motoring events provideFriends
attractions andEurope or relatives
another indicator
Asia of visitation to the region.
Information Sources

7% 40%
Basic needs 2%
21%
Tourist office/ 2% 13% In 2004, the National Visitor Survey16% asked overnight visitors to South
Visitor info centre 0% 12% 0% 10% 20% 30% 40%
5% 10% 15% 20% 25%
Australia which of a number of attractions/places they visited, but did not
Travel book/ 20% Domestic Holiday/VFR to Adelaide
guide/brochure Domestic Non-Business
17% Visits to Adelaide stay overnight. Nearly 600,000 domesticUSA/Canada
overnight visitors to SA indicated
Holiday/VFR Visitors to Adelaide by type of traveller, 2004 Germany 14%
38%
Internet 52% that they visited
10%Glenelg and around 250,000 Port Adelaide as a day trip
ker 2%
Friends or relatives 46% while on an overnight stayUKin23%SA – the majority of these overnight stays
ed 40%
sm
5% were in the Adelaide region.
0% 10% 20% 30% 40% 50% 60% Estimated visitation in 2003/04 to selected attractions and events
rer 12%
Domestic Holiday/VFR to Adelaide surveyed for the SATC Attraction Survey were:
se 15%

ury
Source: TRA NVS 2004
24% Figure 11: Adelaide
Adelaide Botanictourism region
Gardens monthly room occupancies
......................................................1,078,000
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 90%
get those visitors that used at least one of the information sources48%
shown. Total may add to more than 100% as visitors
Art Gallery
Caravanofparks,2003
SA .......................................................................517,000
80%
0% can10%
use more than 20%one source30%
of information.40% 50% Adelaide Zoological Gardens ....................................................379,000
70%
Holiday typologies Belair
60% National Park ..................................................................348,000
Occupancy Rates

Domestic Holiday/VFR Visitors to Adelaide

Hotels/motels,2004
50% National Park .................................................................95,000
Cleland
Based on Roy Morgan’s HTS data, BDA Marketing Planning identifies
40%
9 separate holiday categories6 . These categories reflect particular types of Mt 30%
Lofty Summit ......................................................................327,000
holiday and are used to profile visitors who participate in such trips. The Migration
20% Museum ...................................................................170,000
dominant
Holiday/VFR Visitors toholiday
Adelaide type for Adelaide
by activities, is visiting friends/relatives (33%), i.e.
2002-2004 South
10% Australian Museum .........................................................729,000
low cost holidays with friends or relatives or at the holiday house; followed 0%
ClipsalJ500 (spectators
F M over
A 4 days) M .............................237,000
J J A S O(2004)
N D
rbecues by short
7%
breaks (21%), which are 1-3 night escapes. VFR trips and Special WOMADelaide (attendance over 3Month days) .....................70,000 (2004)
galleries 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
g events 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
wineries 8%
s/videos 10% Figure 5: Domestic Holiday Visitors to Adelaide and SA % strongly agree
er place 10% with trip description, 2004
to beach 17%
To meet locals & exp. 6%
Adelaide Regional Tourism Profile 2004 3
, discos, 23% local lifestyle 4% Total SA
en 20% 14%
Domestic Holiday/VFR Visits to Adelaide 13%
11%
ne 24% 10%
Figure 9: SA High Yield Prospects by preference, intention and visitation to Adelaide
es 0%
Tourism
13%
en
nts
60%

50%
Accommodation
preference
50%
• In 2003 the ABS Survey interstateof Tourism intrastate
hostels that provided over 1,200
High Yield
Accommodation surveyed 14 visitor
bed spaces. In 2003 visitor hostels in the
Prospects
en Accommodation demand 25%
Figure 8: Domestic non-business visits to Adelaide
intentionby holiday typology 2002-2004
40%
region attracted over 218,000 guests nights to achieve a bed occupancy
ple Over the 3 years
Fly & 2002-2004
stay 0% there was 33% an average of 12.6 million nights per
visitation rate of 47% and takings from accommodation of over $4.2 million. The
0% annum spent
30%
10% in Adelaide
Short
20% tour by all purposes
30%5% of domestic and international visitors.
40% highest occupancies for hostels were recorded in January to March.
Holiday Typology

Of these nights, Getaway

nearly 17%
half (47%) 5%were in the 17%
home of a friend or relative,
20% •Figure
Based
Domestic Holiday/VFR Visitors to Adelaide14%
Beach holiday 13% 5% 10:on the SA Australian
International and Domestic Tourism DatatoWarehouse
visitor nights Adelaide database9 (ATDW)
reflecting the strong VFR profile of visitors to the region and the relatively
11%
bythere
accommodation used, 2002-2004
10% Grand tour 7% were 122 B&B/farm stay/self-contained cottages etc in the Adelaide
longer length of stayevents
of VFR purpose visits. 22% of nights are in hotels/motels/ Hotel/motel
0%
Special 8% 2005). 2% Other 7%
region (MayHomestay 22%
resorts, 13% in a rented Big tourhouse or apartment and
interstate intrastate
15% 3% in caravan parks. The
Short break Education institution 3%
Profile of3%International Visitors
21%
region has a higher proportion ofProspects
High Yield nights spent in educational institutions (3%),
VFR 33% Backpacker/hostels Rented house
homestay (2%) and backpacker 0 5
hostels10
(3%) 15
than any
20
other
25
SA
30
region.
35
A apartment/flat
Holiday/VFR Visitors tolarge
Adelaide by lengthof ofthe
visitnights
to region Over 2002-2004 there was an average of 288,000 13%
international visitors
relatively proportion in%‘other’ accommodation referred to
of total visit
rip, 2002-2004 per annum to Adelaide who stayed over 4.1 million nights per annum. The
nights in hospital or hospital related accommodation
28% average length of stay of internationals in theCaravan
regionpark
was 14.4 nights with
commercial camping 3%
Figure 10: International
27% and Domestic visitor nights to Adelaide
12% staying a single night in the region, 32% 2-3 nights and 27% staying
by accommodation used, 2002-2004
Friend/relative
Other 7%
length of total trip Hotel/motel 8 or more nights. Characteristics
property 47%
of international visitors to the region in
%
21% Figure 9: SA High Yield
Homestay
Prospects by preference, intention and visitation to Adelaide
2% of visit to region 22%
length
18%
2002-2004 were:
Education
60%institution 3%
15% 15% preference • 23% from the UK, 10% Germany, 21% from Other Europe, 14% from
Backpacker/hostels 3% 50% Rented house
50%
12% apartment/flat
USA/Canada, 4% Japan and 16% other Asia;
10% intention
40% 13%
Figure 12: International visitors to Adelaide by origin, 2002-2004
visitation
30% 5% 4% Caravan park
commercial Other NZ
2%
17% 17% camping 3% countries 8%
20% 1% Japan
13% 14% 4%
Friend/relative 11% 4%
2 3 10%4-7 8-14 15-21 22+
property 47% Other
Number of Nights Europe
Source: TRA NVS Asia
0% and IVS 2002-2004 Based on nights and all purposes of visit 21%
‘Other’ includes those for whom accommodation not asked as trip included 21 or more stopovers 16%
interstate intrastate
Accommodation supply High Yield Prospects

• Based
Figure 12: on the ABS Surveytoof
International Tourism Accommodation
, 2002-2004
there were USA/Canada
Holiday/VFR Visitors to Adelaide byvisitors Adelaide
type of traveller, by origin
2004 Germany 14%
96 hotels/motels/serviced apartments with 15 or more rooms in the 10%
ker Other NZ
2% Adelaide tourism region countries
at December
8% Japan
2004. In 2004 total takings from UK 23%
ed Figure 10: International and Domestic visitor
sm
5% accommodation of these 4% establishments4% nights wasto nearly
Adelaide$188 million and
Source: TRA IVS, 2002-2004 all purposes of visit
by accommodation used, 2002-2004
rer average
12% annual occupancy
Other 63.6%.
Other 7% Hotel/motel
• 44 of the Europe Asia • 63% gave holiday as a reason for visiting the region, 22% visiting friends
se 15%hotels/motels
Homestay
21% 2% in the region are 22% in the Adelaide City Council area
16%
and these offer
Education 4,485
institution 3% guest rooms and achieved an occupancy rate of 66.9%. and11:relatives,
Figure Adelaide 11%tourism business and 5%
region monthly roomeducation. Compared to other SA
occupancies
ury 24%
• Backpacker/hostels
There were 183% caravan parks surveyed in theRented Adelaide
house region at December regions,
90% Adelaide had a relatively high proportion of VFR, business and
get 48%
USA/Canada
apartment/flat Caravan parks,2003
2003 that offered
Germany over 2,700 sites/vans/cabins. In education
80% purpose visits;
0% 10% 20% 10% 30% 40% 50% 14% 13%2003 average site
occupancy rate of caravan parks in the region was 65.9% and takings • 60%70% gave holiday as their main reason for visiting Australia, 18% VFR,
Occupancy Rates

60%
Domestic Holiday/VFR Visitors to Adelaide
from accommodation were nearly $15 million
UK 23%
Caravan
8
. park 12% business and 7% education
Hotels/motels,2004
commercial camping 3% 50%
• 50%40%
were on their first visit to Australia;
Hotels/motels/servicedFriend/relative
apartments, 2004 • 32%30% are ‘backpackers to Australia’, that is they use backpacker
property 47%
No. of establishments 96 accommodation
20% at some stage while in Australia. 22% of internationals
Holiday/VFR Capacity
Visitors
Figure to Adelaide
11: Adelaide by activities,
tourism 2002-2004
region monthly 6,750 rooms
room occupancies 10%backpacker hostels while staying in Adelaide with the main types of
use
0%
Nights
90% sold 1,567,844 room nights accommodation
J F in
M Adelaide
A by
M internationals
J J being
A hotel/motel
S O (41%
N of
D
Caravan parks,2003
rbecues Av.80%
Occupancy
7%
rate 63.6% Month
visitors), followed by home of a friend/relative (25%). While just 2% used
70% 12: International visitors to Adelaide by origin , 2002-2004
Figure
galleries 7% educational institutions or homestay accommodation, these accounted
Occupancy Rates

60%
Caravan Parks, 2003
g events 8% Hotels/motels,2004 Other NZ for 14% of international nights in Adelaide, reflecting the longer average
50%
wineries No. of
8%establishments countries 8% Japan 18
40% 4%
length of stay of those using these types of accommodation.
s/videos Capacity
10% 4% 2,709 sites/cabins etc Figure 5: Domestic Holiday Visitors to Adelaide and SA % strongly agree
30%
er place Nights
Other
10%sold 653,900 site nights withIntripterms of specific
description, 2004 destinations in Adelaide, 140,000 international
20%
o beach 17%
Europe Asia visitors to South Australia in 2004 indicated they made a day trip to
Av.10%
Occupancy rate 21% 16% 65.9% To meet locals & exp. 6%
, discos, 0% 23% Glenelg, 106,000 to Adelaide
local lifestyle 4% beaches and 61,000 to Port Adelaide.
Total SA
Source: ABS Survey of Tourism Accommodation. Cat. No. 8635. Hotels/Motel/Serviced Apartments with 15 or more guest rooms Adelaide
t seeing J F M32% A M J J A S O N D To experience 7%
ABS 8635.4.55.001 Caravan Parks by Tourism Region. Parks with 40 or more powered sites
Month food &wine 6%
Trip Description

hopping 44% USA/Canada

Germany
• Monthly occupancies for hotels/motels in14%
the Adelaide tourism region
taurants 10% 56% Prepared
To escape &byunwind
Research Unit, South Australian
32% Tourism
43%

relatives showed peak occupancy in November 64%and March. This coincides with the
Commission, June 2005
For luxury 16%
UK & indulgence 17%
0% staging
10% of the30%
20% Ring Cycle
40% in23%
50% November
60% 200480%
70% and the Adelaide Festival
20%
Figure 5: Domestic
in 2004. In 2003Holiday Visitors
caravan parksto Adelaide
achieved
Domestic Holiday/VFR Visitors to Adelaide
and SA %highest
their stronglyoccupancies
agree from Copies of &current
Tour around
explore and previous profiles
18% for all SA tourism
with trip description, 2004
September through to April with a strong January peak. regionsForplus other tourism
adventure
10%
statistics
16% are available at
To meet locals & exp.
4% local lifestyle Total SA
6%
www.tourism.sa.gov.au
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Figure 11: Adelaide tourism region monthly room occupancies
To experience 7% Adelaide % Strongly Agree
90% food &wine 6%
Sources
Description

Caravan parks,2003
c non-business visits
80% to Adelaide & SA by value segments, 2002-2004 43%
To escape & unwind Data in this report is sourced from a variety of data sources including the International Visitor and National Visitor
70% 32%
Surveys (IVS and NVS, conducted by TRA) and Holiday Tracking Survey (Roy Morgan). These sources are generally
For luxury 16%
Rates

ware 60% 16% based on sample surveys and, as with all sample surveys, are subject to sampling errors. Caution is required in
&Hotels/motels,2004
indulgence 18% 17% Figure 7: Domestic Holiday/VFR to Adelaide by information sources, 2004
OccupancyTrip

50% interpreting some estimates. In particular, regional estimates may be affected by small sample size and can be
Tour around 21% 20% subject to a high level of sampling error. Regional data should accordingly be used with a high level of caution and
ment 40% 18%
& explore 22% treated as being for indicative purposes
4% only.
Other
30% For adventure
9% 16% 2%
mism 10%Total SA
20% 10%
0% 5% 10% Adelaide
15% 20% 25% 30% 35% 40% 45% 50%
Disclaimer
Travel agent 8%
13% Total SA
tism 10%
5% This summary has been prepared by the South Australian Tourism Commission in good faith. While every care has
4% Advertising/Travel Adelaide
0% % Strongly Agree been taken in preparing the information, the 10%
Commission does not represent or warrant that it is correct, complete
articles/documentaries 6%
etter J 7% F M A M J J A S O N D or suitable for the purposes for which you wish to use it. By using this information you acknowledge that it is
7% Month provided by SATC without any responsibility on11%
behalf of the SATC and agree to release and indemnify the SATC for
Motoring association
Information Sources

any loss or damage that you may suffer as 7% a result of your reliance on this information.
me’ 8%
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 Tourist office/ 13%
Figure 7: Domestic
8% Holiday/VFR to Adelaide by information sources, 2004 Visitor info centre 12%
y life
8%
Travel book/ 20%
8. 2003 are the latest figures available as caravan parks21%and visitor hostels were only surveyed every 3rd year between 2000 and 2004. guide/brochure 17%
y life Figure 5: Domestic Holiday Visitors to19%
4% Adelaide and SA % strongly agree
9. Not all operators of Other
this style of
2%accommodation necessarily register with ATDW 38%
Internet
with
3% trip description, 2004 52%
deal Travel agent
3% 8%
13% Total SA Friends or relatives 46%
To meet locals & exp. 6% 40%
Total SA Adelaide
eeds 2% local lifestyle
2% Advertising/Travel 4% 10%

0%
4 articles/documentaries
5%
Adelaide Regional
To experience
10%
Tourism
6%
15% 6%7% 11%
20%
Profile
25%
2004 Adelaide 0% 10% 20% 30% 40% 50% 60%
food &wine
tion

Motoring association
es

7% Domestic Holiday/VFR to Adelaide