Research & Data

Research & Data

Stage One

Stage One of the project provided a research review examining the accessibility and quality of visitor economy research and data sources currently available to Local Government Areas (LGAs) and Local Tourist Organisations (LTOs) in the DNCW network area. This includes assessment of subscription and free data from State and Federal government websites, as well as other commercial subscription services. 

The outcome was a clear comparison of benefits and disadvantages of available Visitation Data Services.

Specifically, Stage One reviewed:

1. Current datasets available to DNCW stakeholders from Tourism Research Australia (TRA) and Destination NSW (DNSW)
2. Subscription services provided by private companies to examine the visitor economy
3. Current subscription data and reports available through TRA
4. Future proposed TRA datasets available to LGAs and LTOs.

This project involved exploring the potential of establishing a collaborative approach to visitation economy research and data sources and services to help to achieve cost effectiveness and a robust and consistent approach across the region that also meets local area needs. 

Stage Two

Stage Two examined the accessibility and quality of visitor economy research and data sources currently available to the 12 LGAs and LTOs in the DNCW network area.

This Stage of the project explored the perceptions and experiences of the tourism and economic managers at Councils and LTOs when using the visitation data services (hereto referred collectively as Tourism Managers). Specifically, this stage reviews the following areas of inquiry:

1. The types of visitation data systems used by the 12 LGAs and 3 LTOs
2. Key priorities for using these systems
3. Format of data and its limitations
4. What is the data used for? (Planning, annual report, funding applications)
5. How easy the system is to use by current and new employees
6. Ability to share results with stakeholders
7. Whether the system/s are good value for the cost of subscription
8. The ideal "visitation data system".

Telephone interviews with representatives in 11 of the 12 local government areas (LGAs) were undertaken in July 2023 to explore each of the areas of inquiry above.

Project Conclusion

The project has identified the importance of visitation data for Tourism Managers in the network area for both Councils and LTOs. However, it has also identified the depth of the issue as it relates to planning at the business and community level.

Many stakeholders need current visitation data services and are using outdated data that is not responsive to current changes in visitor markets. Unfortunately,

smaller Councils and businesses are not in a position to pay for expensive data services, yet would benefit from that information for their own visitor planning and experience development.

To address these issues, the range of current VDS have been reviewed and matched to the needs, budgets and capabilities of stakeholders in the network area. Accordingly, a proposed outline for a Research Plan proposes the necessary steps to ensure that the network has access to visitation data which is robust, reliable and responsive to changes in market conditions.

The final report, inclusive of findings and a suite of recommendations, was distributed to the 12 LGAs for consideration.