Tourism Research Australia (TRA) used the National Visitor Survey (NVS) to collect Australian resident tourism data (both domestic and outbound travel) between 1998 and 2024.
From 1 January 2025, we began collecting this data differently.
Reasons for the change
In recent years, changing respondent behaviour, increases in scam calls and data breaches have made respondents less likely to participate in phone interviews. This has increased the risk of outputs becoming less representative, less reliable and lower quality. At the same time, phone surveys are becoming more costly due to the lower response rates. These quality challenges and the increasing costs associated with the NVS mean it was not a viable data collection option into the future.
TRA is committed to continuous improvement and making use of the highest-quality data sources available at any point in time. As seen in the past, technology changes (such as the shift from predominantly landline to mobile phone usage) can drive shifts in respondent behaviour, but also provide new data collection opportunities, such as with mobility data already being used by TRA. It is essential data collection and publication practices keep pace with real-world changes to ensure our tourism statistics continue to be high quality.
Benefits of new collection method
From January 2025 production of Australian resident tourism statistics by Tourism Research Australia (TRA) is changing. The new solution combines the richness and breadth of survey data (collected via face- to- face and online interviews) with the large sample sizes available in mobility data. The domestic travel component of the collection is called the Domestic Tourism Statistics collection or DoTS.
By combining survey data with mobility data, the new solution will:
- modernise and futureproof production of Australian-resident tourism statistics
- provide a range of outputs delivered at different levels of geography
- improve the quality and timeliness of data delivery.
Same survey content
The survey content remains largely unchanged, meaning most variables collected via the NVS will continue to be available to users.
Sample and scope differences
However, there are scope and sample differences in addition to the new way of collecting data. The key differences are:
- the new data will support updated treatment of fly-in fly-out work to exclude routine travel
- those aged 14 years and over are eligible to complete the survey – it was those aged 15+ in the NVS
- extended survey recall periods will apply to domestic day trips, domestic overnight trips, and outbound international trips to maximise the number of trips collected per respondent
- incorporation of updated Australian Bureau of Statistics (ABS) population estimates for weighting and benchmarking purposes
- modelled outputs will take advantage of over 5 billion mobility data points each day and 32,000 annual interviews.
TRA online geographies
Historically, NVS data has been available at the National, State, Tourism Region and Statistical Area 2 (SA2) levels. National, State and Tourism Region data will continue to be made available, while for the first time, where feasible, modelled domestic Local Government Area (LGA) outputs will be made available in TRA online instead of SA2 level data.
TRA’s experience indicates that SA2 level data can be impacted by sampling and response bias. This causes volatility in the estimates, reducing accuracy and reliability of the data. In most cases this results in sampling variability that is too high for use for practical purposes. The introduction of high-quality LGA data as a replacement will improve the interpretability and usability of outputs.
Users will continue to have the ability to create customised datasets based on the National, State, Tourism Region and LGA datasets.
Methodology and modelling
The survey and mobility data will be weighted to ABS estimated resident population figures based on key demographic variables. Regional expenditure modelling will remain consistent with the historical approach at the start of the modelling process. Modelled metrics will then be created for trips, nights and spend using both datasets, taking advantage of over 5 billion mobility data points each day and 32,000 annual interviews, improving data accuracy and reliability.
The core modelled estimates and all other survey variables will be fused to a larger dataset, further improving outputs by taking advantage of additional information.
Time series implications
Historical NVS data will continue to be available through TRA online during the transition. The December quarter 2024 data released at the end of March 2025 will be the final NVS publication.
The improved collection approach, scope differences and new modelling approach suggest a series break is likely. Information on the extent and characteristics (if any) of this break in series will be communicated once transition activities are further progressed.
Back casting feasibility testing is underway. Further details will be communicated as part of implementation of the new data solution.
TRA online subscriptions
TRA is offering a discount of 12.5% to users during the transition to the new collection (over the 2024-25 subscription period) to ensure the outputs meet TRA online user needs prior to committing to a new subscription. DoTS data will be available for the first time for the March quarter 2025 reference period and will be released toward the end of June 2025. Subscription levels will be reviewed, and any changes will be communicated prior to the 2025-26 financial year subscription renewal process beginning.
Data will be accessed in the same way using the same tool.
Timeline
TRA is in the process of completing a parallel run for selected months in 2024 under the new collection methodology. Key outcomes will be shared with users.
- Final NVS release (December 2024 reference period) – 26 March 2025
- First release of data under new methodology – late June 2025