Tourism Marketing Expenditure Survey

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    Australian Bureau of Statistics (ABS)

    OVERVIEW
    The aim of the tourism marketing survey was to measure the effectiveness of the Commonwealth Government's Tourism White Paper initiative, which was launched in November 2003. Given the increased level of marketing investment, there is a need to produce high quality information for evaluating the performance of the White Paper initiative.

    A particular concern of Cabinet is that increased government spending in tourism marketing will result in a reduction in this spending by the private sector - a "free ride". Thus, data is urgently needed to understand the extent of private sector spending on tourism marketing for future policy development.

    Tourism Australia (TA) has commissioned the ABS, through a user funded survey, to measure the level of private sector spending on marketing Australian tourism for the 2003-04 reference period enabling a current benchmark to be produced.

    The expectation is to run an identically survey - a survey of the same units - in 2005-06 to measure the change in spending behaviour/patterns.

    PURPOSE
    The purpose of this collection was to measure the level of private sector marketing spending on attracting both inbound and domestic tourism to Australia.

    SCOPE

The scope of the Tourism Marketing Expenditure Survey was predominantly private sector
businesses that were mainly engaged in the following selected tourism related activities:
    • accommodation
    • car hire
    • casino operation
    • coach operation
    • convention/exhibition centre operation
    • cruise operation
    • domestic air passenger transport
    • duty free retailing
    • inbound tour operation
    • rail passenger transport
    • theme park/major attraction operation
    • tour operation and

    A small number of public sector organisations was also included in the survey. Travel agents were excluded.

    DATA DETAIL

    Conceptual framework

The scope of the Tourism Marketing Expenditure Survey was predominantly private sector
businesses that were mainly engaged in the following selected tourism related activities:
    • accommodation
    • car hire
    • casino operation
    • coach operation
    • convention/exhibition centre operation
    • cruise operation
    • domestic air passenger transport
    • duty free retailing
    • inbound tour operation
    • rail passenger transport
    • theme park/major attraction operation
    • tour operation.
    • A small number of public sector organisations were also included in the survey.
    Travel agents were excluded. International airlines, although collected, were out-of-scoped as they proved to have no domestic marketing expenses. Smaller businesses were excluded entirely from the survey.

    Survey results only relate to a partial coverage of the selected tourism related activities. Partial coverage was adopted to minimise collection costs and reduce provider load on businesses.

    Main outputs
    Total Marketing Expenditure
    Marketing Expenditure by domestic and international travellers
    International marketing expenditure by major target country/region

    Classifications
    ANZSIC

    Other concepts (summary)
    not applicable

    GEOGRAPHIC DETAIL
    Australia

    Comments and/or Other Regions


    COLLECTION FREQUENCY
    Adhoc

    Frequency comments
    This survey is user funded. The intent is to establish the movements in private business tourism marketing expenditure between 2003-04 and 2005-06.

    COLLECTION HISTORY
    Essentially, this is a new survey.

    ABS has previously conducted a similar user-funded survey for the reference periods 1992-93, 1994-95 and 1996-97. However the scope was restricted to businesses who potentially market Australian tourism products overseas (inbound tourism only).

    DATA AVAILABILITY
    Yes

    Data availability comments



    DATE OF LAST UPDATE FOR THIS DOCUMENT
    03/10/2005 09:42 AM