Survey offers timely boost to Asia Pacific tourism – 17/02/09
Published: 16/02/09
Source: ©The Moodie Report
By Dermot Davitt
ASIA PACIFIC. A survey by the Pacific Asia Travel Association and Visa has generated some encouraging results for Asia Pacific travel and tourism stakeholders.
The partners’ Travel Intentions Survey into travel preferences for 2009 showed that, of the 5,554 people surveyed, 36% said they did not expect to make any changes to their travel plans in the near future while 64% of respondents were reviewing their plans in the light of economic uncertainty.
Among those respondents reviewing their plans, 57% said they would still travel but would look for cheaper alternatives while 38% said they would travel within their own country instead. Some 36% said they would postpone their travel as a result of economic uncertainty.
Meranda Chan, Visa Country Manager for Singapore and Brunei, and PATA Board Director, said: “While the global economic situation will impact tourism, it is unlikely to bring travel to a standstill. What our survey has shown is that travellers will be more creative in their selection of destinations.”
Greg Duffell, PATA President and CEO, said: "The travel and tourism industry is a major employer in nearly every destination in Asia Pacific. Indeed, the top two global markets for travel and tourism employment are China (74.5 million jobs) and India (30.5 million jobs) with Japan, Indonesia, Vietnam and Thailand also in the top 10.
“We must never understate the importance of working with the travel industry to shape promotions and offerings that suit travellers' desires for new and economically sensitive travel options - and it's vitally important that the industry delivers innovative and creative solutions to keep these people travelling.”
STILL TRAVELLING
Australians, British, Singaporeans, Indians, French and Americans were less likely than the average respondent to let economic concerns keep them from travelling. Those in Chinese Taipei, South Korea, Japan, Hong Kong and China were more likely than the average to have their plans affected.
Travellers aged 45 and over were far more likely to keep their travel plans intact compared with those in younger age groups. More than half of the frequent travellers and high spend travellers surveyed said their plans would not be affected by the economic downturn.
REVISING PLANS
Of those travellers who said their plans would be affected, less expensive destinations or itineraries were more popular than average for those from Singapore, Hong Kong, Japan, Chinese Taipei and China. Downsizing travel plans was also a popular option for frequent travelelrs surveyed, with 70% saying that they would seek less expensive alternatives such as a change in destination or itinerary.
Domestic travel was an option being considered by 38% of respondents, with more travellers from Japan, India, Chinese Taipei, the US and China opting for local holidays. Women were more likely than men to select the domestic option; infrequent travellers were more likely to take the domestic travel route.
POSTPONING TRAVEL
Those planning to postpone travel in the near future were more likely than average to be from China, Chinese Taipei, the US, South Korea, India, Australia and Hong Kong. Men were also more likely than women to hold off on travel plans altogether based on economic uncertainties.
Chan said: "Considering the timing of this survey - when fuel prices were high and the global economy was already showing signs of a slowdown - the fact that travellers from Asia Pacific's key source marketplaces were looking to adapt by choosing less expensive holidays or traveling in their own country should be a comfort to the regional tourism industry."
"While things may have slowed down, this is the perfect time for travel professionals to target neighbouring marketplaces and key demographic groups with attractive deals. The regional tourism industry can also use this opportunity to drive domestic travel, spurring local economies and helping to minimize the effects of the downturn in their domestic economies."
TOP DESTINATIONS
The top three Asia Pacific destinations that leisure travellers surveyed were considering between now and 2010 were Australia (43%), Japan (37%) and Hong Kong (35%).
Chan said: “PATA figures show that international arrivals to Asia Pacific destinations grew year-on-year by some +2.6% in 2008 – despite the economic slowdown which created a serious impact on inbound traffic in the second half of the year.”
While Asia remains a major source of tourism arrivals with travellers surveyed from Singapore (77%), Chinese Taipei (76%), Korea (75%) and China (70%) all indicating that they would travel within Asia Pacific in 2009 or 2010, long haul travellers were also keen to visit the region. Respondents from the US (40%) and France (32%) said they would visit Asia Pacific in 2009 or 2010.
GOING UP DOWN UNDER
The Asia Travel Intentions Survey was expanded to include Australia and New Zealand as potential destinations for the first time. Here are some key findings:
- Australia has made an impressive debut with 43% of people considering a trip ‘Down Under’. American (58%), British (56%) and French (40%) respondents all listed Australia as their top Asia Pacific destination. Indians (6% ), Singaporeans (61%) and Japanese (59%) said Australia was not only being considered but also the most likely destination for their next holiday.
- Japan was the region’s second most popular destination, with 37% of travellers considering a visit between now and 2010. Respondents from Chinese Taipei (66%), Hong Kong (54%), Singapore (48%), the US (42%) and Korea (40%) said they were most likely to visit Japan for their next trip. Japan was also more attractive for young travellers (18-24 years) than other age groups (52% versus 35%). Single people who also more likely than married people to want to visit (44% versus 33%).
- Hong Kong was the region’s third most popular destination, with more than a third of all respondents (35%) considering a trip there between now and 2010. While travellers from China rated Hong Kong the destination they most considered when travelling (45%), Singaporeans (52% and Indians (49%) were more likely to rate Hong Kong as a travel destination.
ABOUT THE SURVEY
Commissioned by Visa and PATA, the Asia Pacific Travel Intentions Survey 'Determining Travel Preferences in 2009 and Beyond ' was an online survey conducted by Synovate from 7 to 28 August 2008. It asked 5,554 respondents from 11 key Asia Pacific travel source markets (Australia, China, Chinese Taipei, France, Hong Kong, India, Japan, Korea, Singapore, the UK and the US) about past and future travel plans. For each market, respondents were internet users, aged 18 years or above, had travelled for holidays in the past three years or have the intention to do so in 2009 or 2010.
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