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Tourism Research Australia

Tourism Research Roundtables 2016

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Tourism Research Roundtables 2016

Tourism Research Australia (TRA) in conjunction with the Tourism Industry Councils, Tourism Australia (TA) and the respective State and Territory Tourism Organisations held ten Research Roundtables across Australia. The Research Roundtables were the first stage in the development of the National Tourism Research Framework (NTRF). For more information on the NTRF please visit the National Tourism Research Framework.

Tourism Research Roundtables 2016 outcomes by location


Outcomes from Canberra 26 April 2016 roundtable:


  • While the NVS and IVS should be retained, more qualitative data is needed – to understand culture and visitor’s expectations and experiences.
  • Collaboration between government, industry and universities may be useful – the first point of contact should be TRA to avoid duplication and approve methodology, and to check what consultancy work has already been done.
  • More data is required on smaller segments, e.g. business events and conferences (including definitions of both), Indigenous activities and satisfaction.

Outcomes from Melbourne 2 June 2016 roundtable:


  • The IVS and NVS are useful, but more data at the regional/local level is required, or alternatively, data that can be curated to a regional/local level.
  • For data to be useful, consistent data collection methodology is imperative.
  • There are lots of opportunities for collaboration between research/industry/government that will help fill some research gaps, e.g. via PhD research studies, applied research.
  • Dissemination of research outcomes needs to be improved.
  • Capturing and measuring digital tourism data, e.g. Airbnb, Uber andholiday homes is difficult.
  • A central platform for tourism research dissemination would be useful.
  • How do we overcome the reluctance of tourism operators to provide information?
  • More data on smaller segments would be useful, e.g. business events, conferences, international education tourism.
  • More research on the drivers of demand, accommodation and the impacts of day visitors would be useful.

Outcomes of the Perth 8 June 2016 roundtable:


  • The IVS and NVS are useful.
  • More data is required at regional/destination levels.
  • A research portal would be useful.
  • More data on smaller segments is required, e.g. Indigenous tourism, cruise sector, destinations.
  • More data on occupancy rates is needed.
  • More granular level data would be useful, e.g. the ability to separate ‘tourists’ from ‘educational visitors’, room occupancy rates, etc.
  • For any new data, consistent methodology needs to be ensured to make it useful.

Outcomes of Sydney 14 June 2016 roundtable:


  • The IVS and NVS should be retained, and released in a shorter timeframe.
  • More data at a regional level is needed.
  • More data on accommodation is needed.
  • More qualitative data is needed – to understand tourism demand drivers.
  • More data on smaller segments, e.g. accessible tourism, is needed.
  • The National Disability Insurance Scheme (NDIS) is an opportunity for the tourism sector.
  • Dissemination of research needs to be improved.
  • More data on the conversion from intention to actual travel would be useful.

Outcomes of Sydney 22 June 2016 roundtable:


  • The IVS and NVS, TRA research outputs and ABS research outputs remain useful for industry but are often outdated by the time they are released.
  • More regional level data is required.
  • More data is needed on the conversion rates from intention to travel, to actual travel.
  • While there is a lot of research being done, it needs to be better disseminated and shared.
  • A tourism research portal/intranet would be useful.
  • More granular level data would be useful, e.g. day trips, destinations, business events.
  • Research needs to be done on accessible tourism, e.g. impacts of compliance, needs of people with disabilities, demand and usage rates, the size of this segment, marketing strategies by tourism operators etc.
  • More collaboration and data-sharing needs to occur between industry, research and government.
  • More research on the broader economic contribution of tourism is needed.

Outcomes of Brisbane 27 June 2016 roundtable:


  • Research on consumer demand in the regions would be useful.
  • Data needs to be released in a more timely manner.
  • A national tourism data dashboard (portal) would be useful, for identifying data and trends.
  • More research is needed on the broader economic impacts of tourism from both the supply and demand sides.
  • Research is needed on the impact on tourism products from external sources, e.g. climate change, and from other industries such as agriculture/mining, and measuring risk resilience to these impacts.
  • More collaboration on research is required between universities, industry and governments, perhaps through a ‘bid-matching’ platform.
  • Data needs to be accessible and useable for it to be used by industry.

Outcomes of Canberra 28 June 2016 roundtable:


  • A tourism research portal would be useful. The data needs to be accessible and useable for it to be useful for industry.
  • More research on repeat visits (especially New Zealanders), is needed, to identify the drivers.
  • Communicating the economic contribution of tourism is the responsibility of all stakeholders and needs to be continued for the sector to be acknowledged as an industry.
  • More research on how to get international visitors to detour from the traditional Sydney – Melbourne – Gold Coast trips and include other destinations.
  • A broker role is needed for facilitating placements of university students to undertake tourism research projects on a work experience basis.
  • Data on regional and boutique accommodation is needed.
  • Research on the impacts and demand drivers of digital tourism platforms such as Airbnb and Uber would be useful, including dispersal and hosts.

Outcomes of Darwin 20 July 2016 roundtable:


  • More granular-level data would be useful.
  • Monthly/quarterly release of original data would be better than the current release of data averages.
  • More research on cultural and arts tourism, and on digital tourism platforms, is needed.
  • Predictive modelling would be helpful, with more regular releases.
  • For data to be useful for industry, industry should feed desired questions up to STOs for inclusion in surveys.
  • Development of an agreed business events methodology standard is needed.
  • More research on the reasons people are choosing not to visit NT would be helpful.
  • A platform for de-identified Whole of Australian Government Data data, accessible for industry would be useful.

Outcomes of Adelaide 21 July 2016 roundtable:


  • Research on how data influences business strategies and decisions would be useful.
  • Data that separates overnight and day visitors, with the ability to drill down and identify the number and origins of international visitors in each category, would be helpful.
  • An expanded DVS program would be helpful.
  • Research on the regions’ capacity for growth would be useful.
  • Research to fill in the data gaps on -
    • Consumer behaviour before, during and after their digital activity
    • Non-visitors and potential visitors, including the reasons for not visiting.
  • Research on the post-build benefits of major infrastructure projects, such as jobs, broken down spend data andflow-on effects to local economy, would be helpful
  • A research portal would be useful, and should include (outdated) outputs such as those from the Sustainable Tourism CRC.

Outcomes of Roma 26 October 2016 roundtable:


  • The IVS and NVS should be retained, and released in a shorter timeframe.
  • More data at a regional level is needed.
  • More qualitative data is needed – to understand tourism demand drivers.
  • More data on smaller segments, e.g. ecotourism, is needed.
  • Dissemination of research needs to be improved.