woomargama national park junction, moama the value of

Fairview Off Grid Camping,TemoraSugar Pine Walk, Laurel Hill

Based on Tourism Research Australia – International & National Visitor Surveys

THE VALUE OFTOURISM TO THE

RIVERINA MURRAY 2019

Glendale Citrus & Hazelnut Orchard, Narrandera

All image credits: Destination NSW

Murray River Paddlesteamers

Food I Am, Wagga Wagga

Ulupna Island, Murray River

Yarrawonga Mulwala Golf Club Resort

Hillview Farmstay, Mount Adrah

Woomargama National Park

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

COVID.

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.

Travel to Riverina Murray Year ended December 2019For the period of January 2019 to December 2019

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 2nd largest 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

year since 2010/11 at an average 3.6.% pa.

3Sources: 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 2019United Kingdom 15.1% 15.6% 9.7% 8.9%

New Zealand 16.5% 13.5% 11.2% 8.3%

Share of Visitors Share of ExpenditureTop Origin

4Source: Tourism Research Australia, International & National Visitor Surveys


Note: Purpose of visit shares provided only when statistically reliable

5Photo 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.



Note: Items with an asterisk * are available but not statistically reliableItems 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 an organised sporting event 10% 3% *

Attend festiva ls / fa i rs or cul tura l events 14% 4% *

Attend movies/cinema 20% * *

Attend theatre, concerts or other performing arts 10% * *

Birdwatching 15% * *

Bushwalking / ra inforest walks 35% 7% *

Charter boat / cruise / ferry 23% * n/a

Cycl ing 11% * *

Eat out / dine at a restaurant and/or cafe 91% 56% 45%

Exercise, gym or swimming n/a 8% *

Experience aborigina l art / craft and cultura l displays 15% * n/a

Fishing * 5% *

Go on a daytrip to another place n/a 3% n/a

Go on guided tours or excurs ions 16% * *

Go shopping for pleasure 69% 12% 24%

Go to markets 41% 4% *

Go to the beach 57% * *

Go whale or dolphin watching 10% * n/a

Other outdoor activi ties nfd 12% 4% *

Picnics or BBQs n/a 4% *

Play other sports 8% 3% *

Pubs , clubs , discos etc 50% 29% *

Sightseeing/looking around 71% 19% 10%

Snorkel l ing 7% n/a n/a

Surfing 8% n/a n/a

Touris t tra ins 12% n/a n/a

Vis i t a reef 7% n/a n/a

Vis i t art / craft workshops / s tudios 13% * n/a

Vis i t botanica l or other publ ic gardens 45% 4% *

Vis i t cas inos 12% n/a n/a

Vis i t farms 19% * *

Vis i t friends & relatives n/a 37% 26%

Vis i t his tory / heri tage bui ldings , s i tes or monuments 45% 5% *

Vis i t museums or art ga l leries 44% 3% *

Vis i t national parks / s tate parks 55% 8% *

Vis i t wi ldl i fe parks / zoos / aquariums 33% * *

Vis i t wineries 14% 3% *

Water activi ties / sports n/a 4% 4%

7Source: 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.

(Snowy Valleys LGA) (Bland LGA)


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

Is your region getting its share of the Visitor/Tourism economy?


woomargama national park junction, moama the value of

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