1. Qantaslink Cradle Coast
e
“Where to
redge
Guidance and research
and your to
veryou
Cherie Josephson
Discov
C e e Josep so
Please direct any quer
Roy
401 Collins S
Te
t Regional Tourism Forum 2011
o go fishing?”
tools for the tourism industry
ourism business
n – Roy Morgan Researchoy o ga esea c
ries to tourism@roymorgan.com
y Morgan Research
Street, Melbourne VIC 3000
el: (03) 9629 6888

2. Roy Morgan Research
Australia’s largest independent market r
70 years of experience.
Around 1000 interviews across Australia
e
Around 1000 interviews across Australia
Roy Morgan Readership Survey – all m
redge
Also operating in New Zealand, United
veryou
Tou
“Th
Discov
“The
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
research company, operating since 1941.
a every weekenda every weekend.
major Publishers and Agencies.
States, United Kingdom & Indonesia
urism and Travel Research
h h t h d h f t l d t i ”e who, what, when, and why of travel and tourism”
ublication of this data outside the client’s institution.

3. An increasing percentage taki
Taken a holiday in last
66%
65%
70%
Jetstar C
e
60%
y/leisuretrip
Australian
dollar
redge
13%
55%
%takenholiday
Sep 11 SARS
dollar
starts to
appreciate
veryou
13%
50%
Discov
45%
M
ar-01
M
ar-02
M
ar-03
M
ar-04
M
ar-05
Source: Roy Morgan Research, April 2000 - March 2011 (average ann
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
ing an overseas holidays since 2005
t 12 months - by destination
Base: Australians 14+
Taken a domestic
holiday, 65%
25%
30%
Cronulla
Riots
Taken an overseas
holiday, 21%
20%
Tiger
Airwarys
Riots
GFC
15%
10%M
ar-06
M
ar-07
M
ar-08
M
ar-09
M
ar-10
M
ar-11
5%
nual sample size = 22,972)
ublication of this data outside the client’s institution.

4. Holiday Consumer Price Ind
Holiday Cons
180
160
170
e
140
150
idayprices
redge
121
106110
120
130
CPIofholi
veryou
90
100
Discov
80
M
ar-01
M
ar-02
M
ar-03
M
ar-04
M
ar-05
Source: Australian Bureau of Statistics Catalogue 6401 0 Consu
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Australian Bureau of Statistics, Catalogue 6401.0, Consu
dex
umer Price Index
Base: Australian resident households
157Domestic
138
Overseas
GFC
M
ar-06
M
ar-07
M
ar-08
M
ar-09
M
ar-10
M
ar-11
umer Price Index
ublication of this data outside the client’s institution.
umer Price Index

5. Increasing percentage woul
90%
83%
80%
xt2years
Would like to holiday in A
Jetstar
e
60%
70%
holidayinthenex
Sep 11
SARS Australian
redge
43%
50%
dliketotakeah
W ld lik t h li
dollar
starts to
appreciate
veryou
43%
40%
%would
Would like to holi
Discov
30%
M
ar-01
M
ar-02
M
ar-03
M
ar-04
M
ar-05
Source: Roy Morgan Single Source, Holiday Tracking Survey, April 2
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
ld ‘like to’ holiday overseas
Base: Australian population aged 14+
77%
Australia in next 2 years
Cronulla
Tiger
Airwarys
Riots
GFC
47%id t 2 47%iday overseas next 2 years
M
ar-06
M
ar-07
M
ar-08
M
ar-09
M
ar-10
M
ar-11
2000 - March 2011, n=250,695; last 12 monthly sample = 18,263
ublication of this data outside the client’s institution.

6. Melbourne has outperformed
Taken a domestic holiday i
Sydney
Melbourne
e
NSW North Coast
Gold Coast
redge
Sunshine Coast
Brisbane
veryou
3.6
3
Canberra
Tasmania
Discov
3.0%
2.2%
0% 2% 4%
Tropical North Queensland
% taken a h
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2000 - March 2001 (n=24,508) an
other destinations
n last 12 months - by destination
B A t li 14
9.9%
8.8%
9.6%
10.2%
Base: Australians 14+
6.3%
7.8%
6.3%
8.1%
6.2%
5.7%
5.6%
6.3%
6%
.8%
4.3%
4.7%
Apr10-Mar11
A 00 M 01
% 6% 8% 10% 12%
holiday/ leisure trip to destination in last 12 months
Apr00-Mar01
ublication of this data outside the client’s institution.
nd April 2010 - March 2011 (n=18,263)

7. Travel Agents are still No.1 inf
decisions, but internet close b,
Information sources used to
50%
e
28%
38%
39%
30%
40%
source
redge
21%20%
24%
28%
20%
20%
30%
usedinformation
veryou
5%
10%
%u
Discov
2%
0%
Travel
Agent
Internet Friends /
relatives
Been
before
Gu
bo
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
formation source for overseas travel
behind
o choose last holiday destination
40%
Australia
Overseas
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
40%
17%
19%
4%
3%
5% 5%
3%
9%
10%
3%
%
3%
2%
uide
oks
Brochures Airline Advertising TV
Programs
and Print
No info /
can't say
ublication of this data outside the client’s institution.
and Print
Articles

8. Booking directly is the leading
Booking channels
55%
50%
60%
e
35%
33%
30%
40%
kingchannel
redge
16%
13%
24%
20%
30%
%usedbook
veryou
9%
13%
0%
10%
Discov
0%
Travel Agent Booked
directly -
Airline
Booked
directly -
Accom.
Boo
directly
serv
Source: Roy Morgan Research, April 2010 - March 2011 (n=12,549)
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 March 2011 (n 12,549)
g channel for domestic travellers
s used for last holiday
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
Australia
Overseas
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
34%
%
15%
12%%
9%
2%
4%
12%
6%
4%
8%
oked
y - other
vice
Online only
agency
Tour Operator Other Can't say/
didn't book
ublication of this data outside the client’s institution.

9. Internet is now the main meth
Booking meth
60%
70%
e
56%
45%
50%
60%
obook
redge
37%
30%
40%
usingmethodto
veryou
12%
10%
20%
%
Discov
0%
Internet In person
Source: Roy Morgan Research April 2010 - March 2011 (n=12 549)
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 March 2011 (n 12,549)
hod of booking a holiday
hod for last holiday
Australia
Overseas
Base: Australians 14+ who had a holiday or leisure trip in the last 12 months
24%
37%
10%
4%
20%
2%
4%
Phone Other Can't say/ didn't book
ublication of this data outside the client’s institution.

10. Consideration declining for Ta
but visitation increased slightg
30%
25%
a
Would like to holid
e
20%
15%
20%
nelforTasmania
Would like to holid
redge
10%
MarketingFunn
T k h lid i
veryou
4%
0%
5%
Took a holiday i
Discov
0%
M
ar-01
M
ar-02
M
ar-03
M
ar-04
M
ar-05
Source:Roy Morgan Research Holiday Tracking Survey April 2000 - Mar
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 Mar
asmania since 2005,
lyy
ay in Tasmania
17%
ay in Tasmania
i T i i l t 12 th
5%
in Tasmania in last 12 months
M
ar-06
M
ar-07
M
ar-08
M
ar-09
M
ar-10
M
ar-11
rch 2011 average annual sample n=22 973
ublication of this data outside the client’s institution.
rch 2011, average annual sample n 22,973

11. Tasmania has the second high
40%
ia
New South Wales
33.7%
Queensland
30%
tionforTasmani
e
Victoria
23.9%
Queensland
23.5%
20%
oHolidayVisitat
redge
South A
9 1%10%
omPreferenceto
veryou
9.1%
2.3% N
Ta
3.8%
West8.1%
10%
Conversionfro
Discov
N
0%
M
ar-01
M
ar-02
M
ar-03
M
ar-04
M
ar-05
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source:Roy Morgan Research, Holiday Tracking Survey, April 2000 - June
hest growth rate for visitation
Base: Australian population 14+ years of age
31.9%
24.5%
25.9%
Australia
8.4%
2.4%
Northern Territory
asmania
4.7%
tern Australia 8.2%
Northern Territory
M
ar-06
M
ar-07
M
ar-08
M
ar-09
M
ar-10
M
ar-11
ublication of this data outside the client’s institution.
2010, n=18,263 for April 2010 - March 2011

12. Where are the domestic travel
Interstate residents
travelling to Tasmania
eredge
78.3
veryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
llers to Tasmania coming from?
21.7%3%
Tasmanian residents
travelling within Tasmania
ublication of this data outside the client’s institution.

13. Visitors to Tasmania by State o
0
eredge
5.2%
4
veryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, April 2010 – March 2011 (n=1,018)
of Origin
0.5%
13.9%
4.6%
21.1%
33 0%33.0%
21.7%
ublication of this data outside the client’s institution.
%

14. Consideration for Tasmania by
rs
30%
35%
oninnexttwoyea
e
24%25%
lidayatdestinatio
redge
15%
20%
owouldliketohol
veryou
7%
5%
10%
nconsidererswho
Discov
0%
Gen Z Gen Y
%ofTasmanian
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Holiday Tracking Survey, April 2010 March 2
y Generation
Base: Australian population 14+ years of age who would like
to holiday in Tasmania in next two years
31%
Gen Z born 1991 or later (14 – 20 years)
Gen Y born 1976 – 1990 (20 – 35 years)
Gen X born 1961 – 1975 (35 – 50 years)
Baby Boomers born 1946 – 1960 (50 – 65 years)
Pre-boomers born 1945 or before (65 + years)
26%
13%
Gen X Baby Boomers Pre-Boomers
2011. Sample size: n = 3,067
ublication of this data outside the client’s institution.
2011. Sample size: n 3,067

15. Visitors to Tasmania by Gener
30%
35%
last12months
e
23%
20%
25%
Tasmaniainthel
redge
15%
20%
thavebeentoT
veryou
7%
5%
10%
stralians14+tha
Discov
0%
Gen Z Gen Y
%ofAus
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Single Source, Holiday Tracking Survey, Ap
ration
Base: Australians 14+ who have been to Tasmania in the last 12 monthsGen Z born 1991 or later (14 – 20 years)
Gen Y born 1976 – 1990 (20 – 35 years)
Gen X born 1961 – 1975 (35 – 50 years)
Base: Australians14+ who have been to Tasmania in the last 12 months
29%
( y )
Baby Boomers born 1946 – 1960 (50 – 65 years)
Pre-boomers born 1945 or before (65 + years)
24%
17%
Gen X Baby Boomers Pre-Boomers
ublication of this data outside the client’s institution.
pril 2010 - March 2011, n=1,018

16. Melbourne, New Zealand, Gol
consideration set of Tasmania
Other destinations considere
wo
30%
28%
30%
35%
tinationinnexttw
e
25%
20%
20%
25%
oholidayatdest
redge
15%
20%
whowouldliketo
years
veryou
5%
10%
anconsiderersw
Discov
0%
Melbourne New Zealand Gold Coast UK
%ofTasmania
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research Single Source, April 2010 - March 2011
ld Coast, UK are key destinations within
an considerers
ed by Tasmania considerers - Top 10
Base: Australian population 14+ years of age who would
like to holiday in Tasmania in next two years
19%19% 18%
18%
17%
16%
15%
Sydney Tropical North
Queensland
Sunshine
Coast
Great Ocean
Road region
Whitsundays US
ublication of this data outside the client’s institution.
sample size = 3,067

17. New Zealand has a stronger br
40%
Has a great variety of
do
e
13%
18%
2
26%
10%
20%
30%Offers unique holidays
redge
18%
13%
22%
0%
Has lots of unexpected things to
discover
veryou
17%2
29%
H i t
Gives me a feeling of adventure
Discov
Has many intere
Source:Roy Morgan Research, Holiday Tracking Survey, April 2010
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
rand than Tasmania
T i
Base: Australian population 14+ years of age
f things to see and
Tasmania
New Zealand
15%
%
19%
27% Somewhere I can have my kind of holiday
14%
16%
17%
19%
Gives me a sense of freedom
%21%
Gives me a feeling of escape
ti testing aspects
- March 2011, n=18,263
ublication of this data outside the client’s institution.

18. But Tasmania has strengths w
26
30%
Has a great variety of
do
e
13%
18%
26
10%
15%
20%
25%
Offers unique holidays
redge
18%
13%
7%
12%
6% 8
0%
5%
Has lots of unexpected things to
discover
veryou
17%
13%
1
Gives me a feeling of adventure
Discov
Has many interes
Source:Roy Morgan Research, Holiday Tracking Survey, April 2010
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
when compared to Victoria
Base: Australian population 14+ years of age
6%
f things to see and
Tasmania
Victoria
15%15%
%
6%
Somewhere I can have my kind of holiday
14%
16%
8%
8%
Gives me a sense of freedom
7%
Gives me a feeling of escape
sting aspects
- March 2011, n=18,263
ublication of this data outside the client’s institution.

19. Tasmania’s strengths are natu
Top 10 Activities Total AustraliaTop 10 Activities – Total Australia
1. Rest & Relaxation 51%
2. Visiting Friends or Relatives 47%
e
g
3. Shopping 24%
4. Restaurants 22%
redge
5. Meet & Mix with other people 21%
6. Surfing / Swimming 18%
veryou
7. National Parks, Forests 16%
8. Country, Wildlife, Scenery 16%
9 Beach Holiday 16%
Discov
9. Beach Holiday 16%
10. Gardens, Parks 15%
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Source: Roy Morgan Research, Holiday Tracking Survey, April 2010 – March
ure-based and heritage
Top 10 Activities TasmaniaTop 10 Activities - Tasmania
1. Rest & Relaxation 50%
2. Visiting Friends or Relatives 45%g
3. National Parks, Forests 31%
4. Country, Wildlife, Scenery 31%
5. Historical Places 28%
6. Restaurants 24%
7. Cities 23%
8. Wilderness 23%
9 Shopping 22%9. Shopping 22%
10. Bushwalking 21%
ublication of this data outside the client’s institution.
h 2011, sample size = 10,407 Australia, and 482 Tasmania

20. Consideration for Tasmania by
23%
28%
22%
25%
25%
30%
ania
e
19%
22%
20%
holidayinTasma
redge
10%
15%
owouldliketoh
veryou
0%
5%
%who
Discov
0%
Total
holiday-
makers
Arts
tourism
Spa and
wellness
Historic
heritage
Adventur
Source: Roy Morgan Holiday Tracking Survey, April 2010 - March 2
Caravan, motorhome, tent or cabin, n=770 Fishing/ hunting, n=252
ll 128 E t i
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
wellness, n=128 Ecotourism
y Special Interest markets
Base: Australians 14+ who have taken nominated holiday
22%22%
17%
18%
21%
19%
22%22%
re Fishing/
hunting
Farm Stay Ecotourism Caravan,
tent, etc
Golf Railway
2011. Sample size: n = 2,867 Historic heritage, n=1,303 Arts tourism, n=1,713
Adventure,n=313 Golf, n=172 Farm stay, n=135 Railway tourism, n=101 Spa and
ublication of this data outside the client’s institution.

21. Visitation to the Cradle Coast R
for year ending March 2011y g
YE March 2011 37 0%
e
YE March 2011 37.0%
YE March 2010 30.8%
YE March 2009 37 6%
redge
YE March 2009 37.6%
veryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
Region
Base: domestic travellers to Tasmania
Cradle Coast Region 37.0%
Base: domestic travellers to Tasmania
in the last 12 months
North West Coast (Burnie, Devonport,
Stanley etc)
22.2%
West Coast (Strahan / Queenstown etc) 15.2%
Cradle Mountain 11 3%Cradle Mountain 11.3%
Other Northern Tasmania (Deloraine etc) 9.6%
Lake St Clair 5.1%
3 1%
Gordon River / Franklin River
3.1%
ublication of this data outside the client’s institution.
Source: Roy Morgan Single Source, Holiday Tracking Survey,
April 2010 - March 2011, n=1,018

22. eredgeveryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
* Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the
ublication of this data outside the client’s institution.
e Horizons Network

23. e
www.RoyMorganOnlineStore.com
redge
y g
veryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or puublication of this data outside the client’s institution.

24. www.RoyMorganOnlineStore
eredgeveryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
e.com/Browse/Australia/Tourism.aspx
ublication of this data outside the client’s institution.

25. www.tourism.tas.gov.au/rese
eredgeveryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
earch
ublication of this data outside the client’s institution.

26. www.tourism.tas.gov.au/rese
eredgeveryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
earch/webreporter
ublication of this data outside the client’s institution.

27. Do your own research!
eredgeveryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or puublication of this data outside the client’s institution.

28. Email our team: tourism@roymorg
e
@ y g
Online Store: www.roymorganonli
redge
y g
veryouDiscov
© 2011 Written approval must be obtained from Roy Morgan Research before circulation or pu
gan.comg
nestore.com
ublication of this data outside the client’s institution.