YOUTH TRAVELLERS TO NSW - Destination NSW
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MEDIA FACT SHEET | DESTINATION NSW ATE 2017
YOUTH TRAVELLERS
TO NSW
NSW is a young traveller’s paradise, with Sydney as a major
attraction and the most popular destination in Australia. Whether
here to work, study or play, or a combination of all three, there’s
plenty to keep the youth traveller entertained in NSW.
THE YOUTH MARKET IN NSW
Of all international youth travellers to Australia, NSW receives
almost 60%. In the year ending December 2016, more than 1.3
million international youth visitors arrived in NSW, an increase
of 11% over the previous corresponding period. International
youth visitors spent more than 50.3 million nights in the State, an
increase of 3.2%.
Comprising travellers from both Generation Y and Generation Z
(and soon to be joined by Generation Alpha travellers who were
born after 2010), collectively known as Millennials, this segment
is driving change. They seek transformative and educational
travel encounters with quality experiences to satisfy their desire
for cultural immersion across work, study or leisure. While
relying heavily on social networking and peers to influence their
travel decisions, they will respond to respectful engagement,
inspiration, empowerment and the opportunity to gain knowledge.
They are flexible, yet more sophisticated travellers than previous
generations; many of those who are from NSW’s traditional
markets have grown up travelling with their parents. As a result,
they have high expectations.
No longer just budget-conscious travellers, this segment
represents a number of visitor types whose overall spend is
more than any other leisure travel segment in NSW. This is due
mainly to their higher-than-average length of stay and propensity
to combine work, visiting friends and family, education, with
holiday and leisure experiences. They are more likely to travel to
regional destinations and have the potential to become lifelong
ambassadors for NSW and Australia. As the Millennials seek
authentic and unique experiences, influencer marketing is a key
way to reach them.
TOP: SPICE ALLEY, CHIPPENDALE
BOTTOM: LP’S QUALITY MEATS, CHIPPENDALE
SYDNEY HARBOUR, CREMORNE POINT BONDI BEACH, SYDNEY
YOUTH VISITORS ARE STAYING LONGER The Australian Open of Surfing is a youth lifestyle festival held
The average length of stay in NSW by international youth visitors over nine days at Manly Beach each February. It comprises World
was 39.6 nights in the year ending December 2016. International Surf League (WSL) surfing competition, skateboarding, live music,
youth visitors spent just over $5.7 billion in NSW, an increase art and fashion shows, and various youth-orientated content.
of 18.2% against the previous year. Over one third (38%) of all
spending in Australia by international youth visitors occurred in The Australian Bowl Riding Championships features some of
NSW. On average, international youth visitors each spent $4,489 Australia’s best bowl riders. Staged at Newcastle’s Bar Beach
per visit and $113 per night in NSW. Bowl in February, its four divisions cover the rider spectrum,
including youth, women, pro and amateur, and masters.
MOST COME TO NSW FOR ‘FUN’
Bowl-A-Rama has expanded into a six-event global series with
It’s no big surprise that most youth visitors to NSW come for
stages held in New Zealand, the USA, Singapore, Spain and Brazil.
fun, a category defined officially as ‘holiday’. Almost two out of
The largest skate event in Australasia is one of only three, six-
three (62.9%) come for that purpose. Compared to the previous
star bowl events in the world; the other two are in California and
corresponding year, youth visitors travelling for fun grew by
Florida. Bondi Beach is the famous location for this event held
12.7%. The next most common reasons for travel is ‘Visiting
in February.
friends and relatives’ (20.4%) and ‘Education’ (13.0%).
Sydney Gay and Lesbian Mardi Gras is an annual gay pride
DOMESTIC YOUTH TRAVELLERS TO NSW
festival which culminates in the world-famous Sydney Gay and
Youth visitors travel more often domestically than any other Lesbian Mardi Gras Parade at the start of March. The parade
age group. They are the largest sector in interstate travel with a features colourful and elaborate floats, each representing various
quarter of all overnight visitors to NSW from this segment. The community groups, topical themes or political messages.
State received 32% of all domestic youth visitor trips nationally
with over 6.6 million visitors staying 19.5 million nights and Each February Surfest hits the sand at Newcastle for the largest
contributing $2.6 billion to the economy. While Sydney is the surfing festival in Australia; it also attracts some of the world’s
major single source market for overnight youth visitors, intrastate best surfers for the six-star rated men’s and women’s pro events.
visitation accounts for more than two thirds of all youth travel. The two-week event encompasses a range of competitions,
including team events, aerial shows and an indigenous
MOST WORKING HOLIDAYMAKERS COME TO NSW competition in addition to the men’s and women’s
Two specialised types of Australian visas, the Working Holiday professional competitions.
Visa, and the Work and Holiday Visa, are available to visitors aged
between 18 and 30. Bluesfest at Byron Bay should be on every music fan’s radar.
Australia’s premier blues and roots festival is set in the beautiful
NSW has received 203,200 working holidaymakers (WHM) in countryside around Byron Bay over the Easter long weekend; it
the year ending December 2016, equating to 63% of the total to features more than 200 performances by the world’s best blues,
Australia, the most of any Australian State. While the number of roots, folk, soul and world artists.
WHM was down for most States year on year to December 2016,
this segment of traveller to NSW has grown by 8% since 2011. The HSBC Sydney Sevens Tournament is part of the World 7’s
Rugby series showcasing men’s and women’s rugby. The event is
WHAT’S ON FOR THE YOUTH TRAVELLER of high appeal to youth audiences with fans encouraged to attend
with groups of friends, adorned in their most colourful outfits or
Festivals and events are key drivers for young travellers. In 2016,
fancy dress.
298,000 youth visitors attended a festival, fair or cultural event in
NSW while nearly 63,000 attended a sporting event or spectacle.
Vivid Sydney is Sydney’s Winter celebration of light, music and
And while Sydney is world-famous for its unique events, Regional
ideas from May to June. The mesmerising free public exhibition of
NSW also attracts younger travellers to surfing, skating and
outdoor lighting sculptures includes the spectacular illumination
music gatherings. Popular events for the youth traveller include
of the Sydney Opera House and harbour foreshore; Vivid Music is
the following:
a cutting-edge contemporary music program; and Vivid Ideas is a
global forum for thought-provoking talks, workshops and
one-off events.
FOR MORE INFORMATION
sydney.com, visitnsw.com
SOCIAL MEDIA
Twitter: @Sydney_sider, @NewSouthWales,
@Sydneyfun
Facebook: @seesydney #ilovesydney, @visitnsw,
#ilovensw #NewSouthWales
Instagram: @Sydney, @Visitnsw #ilovesydney #ilovensw
#NewSouthWales
PR CONTACT
Allison Lee
Director, Media & Public Relations Destination NSW
+61 (0) 2 9931 1318
+61 (0) 437 490 187
allison.lee@dnsw.com.au
IMAGES
To view and order images from the Destination NSW image
library, go to: images.destinationnsw.com.au
JACK JOHNSON, BLUESFEST 2014, BYRON BAY
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The sensational Deni Ute Muster, in country Deniliquin,
celebrates all things Australian, including the iconic ‘ute’ vehicle.
Held each year on the October long weekend it’s a fun-packed
event with a stellar line-up of international and Australian artists,
ute-driving competitions, a bull-ride spectacular and more.
The NSW regional music festival, Vanfest, continues to woo
audiences to Forbes with a stellar line-up from multi award-
winning, local and international artists. With two-day camping
options available, market stalls, activities and bars, a road trip to
Vanfest is a must-do for NSW travellers each November.
MTV Beats & Eats combines boutique food with a line-up of local
and international music acts to create a festival atmosphere that
only MTV could offer. Held in a different location each year, the
event promises great music, great food and a great atmosphere in
one of NSW’s unique destinations.
Sydney is one of the most spectacular places in the world to
celebrate New Year’s Eve. Grab your spot by the harbour to see a
fabulous fireworks display light up the Sydney Opera House and
Sydney Harbour Bridge to welcome in the new year.
BONDI TO BRONTE WALK, SYDNEY
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