MALAYSIAMarket ProfileMALAYSIAMarket Profile

Visitors Spend

Holiday BusinessVFR Education Other

62%

33%

6%4% 4%

27%

21%

9%

34%

9%

Repeat visits

First visits

Visitors and Spend by Purpose in 20161

The vast majority of Malaysian leisure visitors to WA are mono destination – 94% will only visit WA during this trip.1

68% of Malaysian leisure visitors to WA will stay a week or less.1

Nearly a third (31%) of Malaysian leisure visitors to WA are on their first visit to Australia1

17%

31%

22%

15%

31%

28%

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

Western Australia’s 4th largest

international market by visitor spend1

2020 Goal for visitor spend =

109,100

In 2016

Malaysian visitorscame to WA and spent $199 million1*

of Malaysian visitors are

here on holiday1

62%

$390m

Leisure Visitors to WA1

AGE

Leisure Visitors to AUS

1/3of all spend

is attributable to those here for education

purposes1

Consumer research completed in 2015 found that the most appealing WA experiences to Malaysian travellers are coastal, beach and island experiences, interacting with wildlife and adventure experiences.4

What do they find most appealing...

is what Malaysian leisure visitors to WA spend on average +1

$125per day

29%

26%

WESTERN AUSTRALIA FACTS:

Repeat visitation: Leisure Visitors to WA vs. AUS1

Seasonality: Arrivals by month in 2016 (‘000)2

69% 68%

31% 32%

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep Oct

Nov

Dec

0

5

10

15

*Excludes pre-paid package expenditure.

WA AUSTRALIA

..

PREFERRED INFORMATION SOURCES FOR PLANNING AND BOOKING.3 Top 5 sources used by Malaysian long haul travellers considering a trip to Australia in the next 4 years.

RegionalDispersalIn 2016, 16% of Malaysian leisure visitors spent at least one night outside the Experience Perth region.1

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

1%

1%3%

98%

14%

General internet searching

Talking to friends/ relatives

Online flights booking site

Social media

Traveller review sites

33%

32%

27%

27%

26%

EARLY PLANNING & HOLIDAY INSPIRATION

Directly through airline (online)

Accommodation provider (online)

Travel agent (phone/in person)

Travel agent (online)

Directly through airline (phone/in person)

44%

36%

30%

17%

11%

BOOKING HOLIDAY TO AUSTRALIA

General internet searching

Talking to friends/ relatives

Traveller review sites

Online hotel booking site

Social media

38%

30%

28%

24%

24%

INFORMATION ABOUT AUSTRALIA

Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors. *Excludes pre-paid package expenditure. ^2014 – 2015 average.

Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, Malaysia 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to Malaysian long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.

Published by Tourism WA, 2017

SOURCES & MORE INFORMATION:For more information contact: research@westernaustralia.com

What they are looking for ...Malaysian travellers look for safe, family friendly holiday destinations that can offer good value for money. World-class nature is also important to them. Malaysian travellers strongly associate Australia with all of these, and consider Australia the leading family friendly destination. However, Australia can be over looked due to the perception that some Asian destinations are percieved to be safer and can provide better monetary value.3

Top sources of inspiration and information for Malaysian travellers are: general internet searching, word of mouth and social media. These sources are more important to Malaysians than to travellers from other markets.3

Planning and Booking

Planned Trip

Booked TripWithin

1 monthWithin 6 months (over 3 months)

Within 3 months (over 1 month)

Over 6 months

27%

50%51%

7%

25%

17% 17%

6%

Planning and booking timeframes Leisure visitors to Western Australia

In 2016,

347,100 Malaysian visitors

came to Australia and

spent $960 million1*

Malaysia is Australia’s

7th largest

international market by visitor spend1*

Leisure visitors to Australia spent an average of

$108 per day+1*