Roy Morgan wins three-year contract to deliver international tourism statistics for Austrade
From 2025, Roy Morgan will provide Austrade with the world’s best practice survey methodology, big data integration and modelling techniques to deliver accurate international tourism statistics.
This is in addition to the contract to deliver domestic tourism statistics awarded to Roy Morgan earlier this year.
Roy Morgan’s expertise and experience in measuring travel and tourism behaviour in depth, will provide Austrade, and its stakeholders in government and industry, accurate tourism statistics as well as new insights and understanding of Australia’s tourism industry.
Roy Morgan has a deep understanding and appreciation of the travel and tourism industry – estimated to be worth in excess of $160 billion annually and a proven track record working with Austrade and its stakeholders. We are an Australian-owned company, operating for over 80 years. All senior leadership is accessible locally and we are committed to providing Austrade with a complete solution for measuring tourism in Australia.
Collected via Roy Morgan’s highly trained and proficient interviewers at key international entry points around Australia, these critical tourism metrics will provide tourism organisations with data that they can rely upon and trust. The information will be delivered via a new platform that will drive the future of Australia’s international tourism industry.
Portia Morgan, Head of Client Services at Roy Morgan, says:
“Roy Morgan has closely monitored tourism statistics for decades and fully appreciates the importance of tracking the continuing rebound in international tourism numbers which are still to exceed pre-pandemic levels.
“Austrade and Roy Morgan recognise that face-to-face interviewing is the gold-standard for surveying. This survey data will be enhanced with big data and cutting-edge data science techniques to deliver a future-proofed system that will be cost effective, reliable, and accurate.”
Roy Morgan has the proven expertise to measure and deliver reliable international tourism metrics. Our experience includes being the recently appointed supplier for Domestic Tourism Statistics (DoTS), as well as our long-term partnership with Tourism Tasmania delivering the Tasmanian Visitors Survey (TVS). We have the infrastructure, experience, and resources to deliver Austrade’s requirements, with skilled team members across survey design, management, data science and reporting. We are also experienced in transitioning, transforming and future-proofing large-scale research projects.
“By winning Austrade’s domestic and international tourism statistics contracts Roy Morgan can bring together synergies across these two important projects and create the maximum value for Austrade – and importantly its key stakeholders.”
Howard Seccombe, Head of Innovation at Roy Morgan, says:
“We bring to this partnership an innovative mindset with a focus on providing a comprehensive solution. At Roy Morgan, we’re focussed on integrating big data sources with survey data, launching our natural language data interrogation tool so that the data is readily accessible beyond just researchers and developing Helix Personas for key international markets, providing an actionable, marketing ‘lens’ to create targeted communications based on the psychographics of these markets. We hope to bring these innovations to the tourism industry through our partnership with Austrade.”
For comments or more information please contact:
Portia Morgan
Head of Client Services, Roy Morgan
Office: +61 (3) 9223 2436
Mobile: 0421 058 572
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
