CWM tourism icon

Tourism

Tourism is an important economic driver for the Fleurieu Peninsula region. A strong and vibrant tourism industry built on a diverse asset base contributes to employment, wealth and the protection and enhancement of the natural environment.
 

Indicator: Annual number of visitors
Annual visitor expenditure
line
Data source: South Australian Tourism Commission
line
Strategies / Plans: Economic Growth and Investment Strategy (under development)
Tourism Strategic Management Plan
2013-18
Southern Adelaide Economic Development Plan 2011-21
line
Community Plan 2035: Objective 3.2 The south as a destination
line

Annual number of visitors

Tourism data was not available for representation by local government area, however, tourism data had been collected for the larger region of the Fleurieu Peninsula, therefore all subsequent tourism data was a representation of the Fleurieu Peninsula. This data was provided by the South Australian Tourism Commission, with the most recent data available for the year 2015 (22).

Data Analysis

In 2015 there was a total of 3.32 million visitors to the Fleurieu Peninsula. These visitors comprised of more than two and a half million domestic daytrip visitors1, followed by 746,000 domestic overnight visitors2 and 23,371 international visitors to the region (Figure 1). The majority of visitors to the Fleurieu Peninsula were domestic daytrip visitors who accounted for 76.8 per cent of all visitors to the region. Domestic overnight visitors accounted for 22.5 per cent, and international visitors accounted for 0.7 per cent of all visitors to the region.

Figure 1: Number of visitors to the Fleurieu Peninsula by visitor type, 2005 to 2015

CWM-tourism-number-of-visitors-to-the-Fleurieu-Peninsula-by-visitor-type
Source: South Australian Tourism Commission (22)

In 2015 the number of domestic daytrip visitors to the Fleurieu Peninsula accounted for more than 21 per cent of all visitors to South Australia, the number of domestic overnight visitors accounted for nearly 13 per cent of all visitors to South Australia and the number of international visitors accounted for close to 6 per cent of all visitors to South Australia (Figure 2).

 

Figure 2: Proportion of all South Australian visitors to the Fleurieu Peninsula by visitor type, 2005 to 2015

CWM-tourism-proportion-of-all-South-Australian-visitors-to-the-Fleurieu-Peninsula-by-visitor-type
Source: South Australian Tourism Commission (22)

 

The total number of nights domestic overnight visitors stayed in the Fleurieu Peninsula in 2015 was more than 2.28 million nights (Figure 3). 

Figure 3: Number of nights domestic visitors stayed in the Fleurieu Peninsula, 2005 to 2015

CWM-tourism-number-of-nights-domestic-visitors-stayed-in-the-Fleurieu-Peninsula
Source: South Australian Tourism Commission (22)

 

Trend Analysis

CWM tourism trend annual number visitors analysis

When comparing the total number of visitors to the Fleurieu Peninsula in 2005 with 2015, there has been an increase of 21.6 per cent (Figure 1). This overall increase in annual visitors has been due to a marked increase in all three types of visitors to the Fleurieu Peninsula: (i) domestic daytrip visitors increased by more than 18 per cent, (ii) domestic overnight visitors increased by more than 33 per cent and (iii) international visitors increased by more than 91 per cent.

In 2015, while the proportion of all South Australian domestic daytrip visitors to the Fleurieu Peninsula had decreased by 3.7 per cent when compared with 2005, the proportion of South Australian visitors for both domestic overnight and international visitors increased by 14.2 per cent and a substantial 58.5 per cent respectively (Figure 20).

While the trend for the number of nights domestic visitors stayed in the Fleurieu Peninsula between the years of 2005 and 2015 has not consistently increased, there was an increase of 40.1 per cent from 2005 to 2015 (Figure 3). The average number of nights has also increased from 2.9 nights in 2005 to 3.1 nights in 2015 (data not shown).

Policy implications

The number of annual visitors to the Fleurieu Peninsula increased for all three types of visitors, including domestic day trip visitors, overnight visitors and a substantial increase in international visitors.

 

Both the draft Economic Growth and Investment Strategy and the Tourism Strategic Management Plan 2013-18 aims to actively promote tourism within our region through increasing awareness of events and attractions, including the promotion of the McLaren Vale region as an international food, wine and cultural heritage destination and through the funding of major events such as the Tour Down Under and Food and Wine Festivals. In addition, efforts could also be directed at converting visitors to residents, which would require working together with South Australian Government immigration agencies to achieve this. The implementation of these initiatives will continue to contribute to the Community Plan Objective 3.2 The South as a destination.

Annual visitor expenditure 3

The amount spent by visitors in our region is not only extremely beneficial for the local economy, but can also assist with the improvement of recreational facilities, expansion of cultural and social opportunities, create a sense of pride in the community, and also contribute to future tourism development. This data was provided by the South Australian Tourism Commission, with the most recent data available for the year 2015 (22).

Data analysis

The total amount of visitor expenditure in the Fleurieu Peninsula in 2015 was more than $448 million. More than 59 per cent was attributable to domestic overnight visitors, 38.0 per cent was attributable to domestic day visitors and 2.7 per cent was attributable to international visitors4 (Figure 4).

Figure 4: Total amount of visitor expenditure in the Fleurieu Peninsula by visitor type, 2005 to 2015

CWM-tourism-total-amount-of-visitor-expenditure in the Fleurieu Peninsula by visitor type
Source: South Australian Tourism Commission (22)


In 2015 the domestic day trip expenditure in the Fleurieu Peninsula accounted for 14.1 per cent of all South Australian visitor expenditure, domestic overnight expenditure in the region accounted for over 6 per cent and international expenditure accounted for 1.4 per cent (Figure 5).

Figure 5: Proportion of all South Australian visitor expenditure in the Fleurieu Peninsula by visitor type, 2005 to 2015

CWM-tourism-proportion-of-all-south-australian-visitor-expenditure
Source: South Australian Tourism Commission (22)

 

The average expenditure per visitor (including domestic daytrip, domestic overnight and international visitors) in the Fleurieu Peninsula in 2015 was $135, which was 128 per cent less than the average expenditure per visitor for South Australia at $308 during the same year (Figure 6). When comparing average expenditure by visitor type within the Fleurieu Peninsula in 2015, average domestic day trip expenditure was $67, domestic overnight visitor average expenditure was $356 and international visitors spent $520. These figures were higher for South Australia, where domestic day trip average expenditure was 51.8 per cent higher ($102), domestic overnight average expenditure was 67.6 per cent higher ($597) and international average visitor expenditure was a substantial 322 per cent higher ($2196).

Figure 6: Average expenditure per visitor in the Fleurieu Peninsula and South Australia, 2005 to 2015

CWM-tourism-average-expenditure-per-visitor
Source: South Australian Tourism Commission (22)

 

Trend Analysis

CWM tourism annual visitor expenditure trend analysis

There has been a large increase, by over 65 per cent, in total visitor expenditure in the Fleurieu Peninsula between 2005 and 2015 (Figure 4). The increase in the amount of expenditure for domestic day trip visitors between 2005 and 2015 was 53.2 per cent, with domestic overnight visitor expenditure increasing by 72.2 per cent and international expenditure increasing by almost two and a half times (149.3 per cent).

The proportion of all South Australian visitor expenditure in the Fleurieu Peninsula increased for all three types of expenditure when comparing 2005 with 2015. The proportion of domestic day trip expenditure increased by 21.7 per cent, domestic overnight expenditure increased by 20.0 per cent and international expenditure increased by 28.9 per cent (Figure 5).

There has been an increase of 36.3 per cent in the average expenditure per visitor in the Fleurieu Peninsula between 2005 and 2015 (Figure 6). This trend has also been similar, but less for South Australia, with average expenditure per visitor only increasing by 20.2 per cent. When separating average expenditure by visitor type, between 2005 and 2015 in the Fleurieu Peninsula there was a 29.7 per cent increase in average expenditure per domestic daytrip visitor, 29 per increase in average expenditure per domestic overnight visitor and 30.3 per cent increase in average expenditure per international visitor. This trend was similar for South Australia, however, the increase in average expenditure per domestic daytrip visitor (2.6 per cent) and overnight visitor (22.8 per cent) was less than that observed in the Fleurieu Peninsular (data not shown). However, South Australia did experience a greater increase in average expenditure per international visitor between 2005 and 2015 of a substantial 60.2 per cent. 

Policy Implications

The City of Onkaparinga, through the draft Economic Growth and Investment Strategy and Tourism Strategic Management Plan 2013-18, will continue to attract more and higher-yielding tourists to our region with quality visitor experiences, which could potentially include the future provision of a premium accommodation site within our region. These strategies will continue to achieve the Community Plan Objective 3.2, The South as a destination.

 

This indicator is linked to other strategies, plans and targets outlined below:

Government of South Australia South Australia’s Strategic Plan Targets: 4. Tourism industry: increase visitor expenditure in South Australia’s total tourism industry to $8 billion and on Kangaroo Island to $180,000 million by 2020. Miles tone of $6.3 billion total industry by 2014.  
line
Other State Strategies • South Australian Tourism Plan 2020
line
National Strategies: • Tourism 2020 Strategy
line

 

1. Domestic daytrip visitors are defined as a round trip distance of at least 50 kilometres and being away for home at least four hours, but not overnight

2. Domestic overnight visitors are defined as trip involving a stay of one or more nights away from home at a place at least 40km away from home

3. Prices have not taken into account the effects of inflation

4. International expenditure includes airfares and package expenditure

Top