Champagne Insights On A Beer Budget. Tourism Research On A Budget.


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This presentation talks about how to find free tourism research. We are always amazed at how many of our clients don't look to see what is freely available and public in terms of travel and tourism research. Before you spend the big research bucks, why not do a little desk research to look at what other countries, regions, associations have done? Governments, associations and organisations around the world post their tourism research and studies onto their websites. We all share similar problems at times. So you can save your research budget and put it towards the strategic and tactical planning. Carolyn Childs presented this at the PATA Colloquium in Chengdu last month.

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Champagne Insights On A Beer Budget. Tourism Research On A Budget.

  1. 1. Champagne insights for the cost of fresh air How and where to find free information A ‘show and tell’ for the PATA Colloquium Chengdu, 14th September 2013
  2. 2. Introducing ourselves: • An innovative membership service that bridges the gap between what destinations are resourced to provide and industry needs/expectations • But rather than TELL you what we do… • ….we thought we would SHOW you what we do • Caveat: This document was prepared for our Australian members • But our perspective is global – we’ve conducted research in nearly 40 countries around the world
  3. 3. Websites with information on tourism in and to Australia Tourism Research Australia (1) • We are really lucky in Australia. We have a marvellously sound statistical basis on which to do our planning. • One of these sources is Tourism Research Australia (TRA) • The main site is • This will take you to both the just published and recently published surveys and analyses by the organisation.
  4. 4. Websites with information on tourism in and to Australia Tourism Research Australia (2) • This link at the head of the main page will take you to both the just published and recently published elements of: – National Visitors Survey (NVS/Travel by Australians) – International Visitors Survey (IVS) – Destination Visitors Surveys (DVS). This has two components • Strategic Regional Research (SRR). Conducted jointly with the states. Even if the results are not for your state, the topics are designed to have wider relevance. • Visitor Profile and Satisfaction Study (VPS). This is an initiative to assist individual destinations understand their visitor base and benchmark it against Australian standards. It is worth contacting TRA to get involved. But if you see similar destinations to yourself they can also be useful benchmarks – Occasional reports that draw off these and special reports like those on exchange rates, the impact of the mining boom and so on
  5. 5. Websites with information on tourism in and to Australia Tourism Research Australia (3) • But it is also worth scrolling down the page to – check out the links to the full list of publications on the site – Check out future publications – Or better still signing up for releases – so the research comes to you
  6. 6. Websites with information on tourism in and to Australia Tourism Australia • Whilst TRA concentrates on visitor profiling and behaviour, Tourism Australia provides insights on needs and wants (including drawing on TRA data). Again this is a fantastic data source that I use a lot • • Or • You can look by market or by segment
  7. 7. Websites with information on tourism in and to Australia STOs (1) • All of Australia’s states and territories conduct and use research as well as running state analysis of TRA work • Besides your own state, it is well worth checking out other states’ that – Neighbour yours (may have similar visitors – especially if you are close to borders) – Offer similar experiences (again similar visitors). I would recommend thinking laterally here. For example, both NT and Tasmania attract nature-based tourism – so if you are based in one check out the other • Links to all of them are provided on the following page. To avoid you having to restart this presentation, go to our useful links page
  8. 8. Websites with information on tourism in and to Australia STOs (2) • • • • • istics.aspx • • •
  9. 9. Websites with useful supporting information for Australia Government departments • Although TRA, TA and the States are the primary sources of information other government departments produce useful statistics • Many are useful background for business cases or tourism planning • The Bureau of Infrastructure, Transport, Regional Development and Local Govenment (BTRE) has useful information on issues like air capacity and a wealth of information on Australia’s regions. For example, see – • And of course, the mother of them all – the ABS or Australian bureau of statistics. Besides tourism information, this is a good source of information on Australia’s changing demographics, its use of internet and so on –
  10. 10. Websites with useful supporting information for Australia Academia/STCRC • Sustainable Tourism Co-perative Research Centre ceased operating a few years ago – it’s research is still freely available online at • Universities in Australia that have tourism departments will also publish their research. Those who do postgraduate work who can be found at postgraduate-courses-australia/pg-aus-all/db-m2/order-cd- 1/kw/courses.html and then follow links to individual universities to find one near you • Travel and Tourism Research Association can connect you to both commercial and academic researchers all over the world. The Asia Pacific Chapter has a LinkedIn page where you can engage and post questions TTRA Apac (or join Australian Tourism Marketing as Bron and I share things there)
  11. 11. Websites with industry specific information Industry associations in Australia • There are many associations with information about your industry to help you plan things. • However you often need to be a member to access this information. • Industry associations that share research beyond their members include: – ATEC. – TTF. – TAA (part of AHA)... (mostly compilaton of other research) – NRMA (mostly policy documents) – Cruise Down Under
  12. 12. Information on travel and travellers generally International bodies (1) • Besides Australian bodies a whole range of international associations produce insight and information including • Tourism – PATA – the Pacific Asia Travel Association (some are chargeable but some are free) – UNWTO (the World Tourism Organisation) (again chargeable and free are both available) – WTTC (the World Travel and Tourism Council) – ETC • Cruising – CLIA
  13. 13. Information on travel and travellers generally International bodies (2) • Airlines – (global) – (UN civil aviation body) – Regional organisations such as AAPA (for the Asia Pacific Region) • Airports – Airports Council International ers.jsp?zn=aci&cp=1-6_725_2__
  14. 14. Information on travel and travellers generally Frenemies • Besides our own investment here, many of our competitors produce excellent insights on source markets – or on issues that you can borrow • The most consistently useful we find are: – Tourism New Zealand toolbox/tourism-research/tourism-research.cfm – CTC (Canada) I particularly like their segmentation – and also their work on indigenous tourism – Visit Britain (also check out the national sites for England statistics/market-research/index.aspx, Scotland , Wales and Northern Ireland - e0283e5bd203,76feeab2-495b-4951-8e1a-f26d64d3fca4 ) – Tourism Ireland – Office of Travel and Tourism Industries (
  15. 15. Information on consumers and travellers Commercial research • The Roy Morgan Holiday Tracking Study does make some of its research available for free as well as other research on subjects such as consumer confidence: – • Specialist travel consultancies – – • TNS has a specialist travel team who put out insights and information on their travel blog (some written by me!) – • Sponsored research is another good source such as the Visa PATA Travel Intentions study (the most recent source is available for purchase to PATA members, but topline results can be found at and you can usually find the previous year’s study on the net e.g. (this still has a lot of good insight) • CAPA produces a great deal of relevant information • Or try the search terms earlier in this presentation!* * Cut down version but email us for a copy on good google search terms
  16. 16. Information on digital trends • Most of the major research vendors produce insight in this area. The ones I know best are below • TNS – and • Nielsen (just an example) – influences-how-we-shop-around-the-world.html
  17. 17. Information on trends and the consumer mindset • Here are some sites that I use ALL the time to understand the consumer mindset and broader trends • (Anxiety Index, Top 10 and Top 100 trends per year) • • • • Insider tip (the sites researchers use and trust about Australia): – David Dale’s blog for the Sydney Morning Herald – (you may have seen Rebecca on The Gruen Transfer and Q&A)
  18. 18. Quirky or interesting sources • For a general country profile you cannot beat the CIA World Fact Book. I use it all the time as a general start point – • Financial information try using the search terms (e.g. Consumer confidence in China) or go to – – – Try the national banks
  19. 19. This list is not exhaustive If you find other great examples, don’t forget to share them on the forum um/ or by emailing us ( or ). The more we build the resource, the more we all benefit. And we will acknowledge your contribution of course! And finally...
  20. 20. A couple of quick points • Not an approach for everyone – that’s why we do what we do! • But it is a start • Trend for NTO’s to start concealing – but the key is to make sure your industry has it, even if others do as well
  21. 21. Please note that the data contained in this report has been prepared for the specific purpose of the PATA Colloquium . It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead authors. Pty Ltd accepts no responsibility for unauthorised use of this data by a third party.