CMCA & Government


Self-Contained RV Tourist and Economic Benefits

Over the past decade the Self-Contained RV Tourist market has continued to expand, and has now emerged as one of the most important and sustainable sectors of the tourism industry. It is increasingly important to effectively understand this market and its needs, and provide facilities and services that will attract this emerging tourism segment to your region.

The growth of the RV industry will increase rapidly over the next few years as the Baby Boomer generation commences retirement travel, with this segment identified as a major growth market with a preference for drive holidays. RV tourists are set to dominate tourism activity in regional Australia.

The self-contained RV, whether towed or selfpropelled, has its own toilet, shower, water tanks, fridge, solar panels and/or generator, allowing RV tourists to ‘disappear out bush’ for up to a week. Mobile phones, GPS’s, air-conditioning and computers are the other items frequently found on board these vehicles.

When they visit your region, the only extra services they require are a dump point, a water tap, somewhere to dispose of their rubbish, and of course, somewhere to stop and shop! In addition, the Self-Contained RV Tourists of the 21st century are conscious of their environmental footprint, leaving only tyre tracks behind. An increasing number of RV tourists are joining programmes, such as CMCA’s Leave No Trace® scheme, to show their commitment to the environment.

The questions you need to ask and the answers you need to know!


1. Who are these Self-Contained RV Tourists?


The majority of Self-Contained RV Tourists are aged between 55 and 75 years, although an increasing number of younger travellers are embracing the lifestyle. These travellers are often retired with a
pension, or are either partly or fully self-funded, and usually possess more disposable income than other
tourist segments. They come from all walks of life and travel in all types of vehicles, but they have one thing in common – they enjoy the freedom to stop and enjoy the beauty of the surrounding countryside, travelling where the wind takes them!

These Self-Contained RV Tourists are more likely to travel interstate - following the warm weather and
revelling in the freedom their vehicles provide. They enjoy the solitude of the bush and spend an average
of 163 days a year travelling Australia, covering an average of 14,000 kilometres.

If your town chooses to accommodate RV tourists, you will find word of mouth can be a priceless communication tool. RVers know where they are made to feel welcome, because travellers talk to fellow travellers. They need to spend their money on the daily essentials and return to spend their money at friendly towns and attractions, in order to support those communities that support them.

There are usually two people in a vehicle (a couple), but single person vehicles are not uncommon, although with the camaraderie amongst this group, you’re never really alone! RV tourists are a very social group and congregate at those locations they have identified as being desirable. This is where they make new friends, catch up with old friends, pass on information, assist each other with advice, and enjoy happy hour!


They like nature and animals, with around 30% travelling with pets, and for these travellers a road trip
is more than just a holiday, it’s a lifestyle.


2. What are their habits?


Dwell Time – RV tourists usually stay in one spot for an average of three nights, depending on the
attractiveness of the natural environment and the tourist facilities available. This is their dwell time, and
they will stay longer if the atmosphere is friendly and the infrastructure is supportive. If there are appealing attractions in the surrounding region, they may even make this location their base and revisit it frequently.

In addition, there is an increasing trend towards RVers travelling the same distance but taking longer to reach their destination, meaning more dwell time is spent along the way.

The Replenishment Cycle – Most are likely to shop for staple items such as milk, bread and newspapers
on the second or fourth day, when they are stopped at a location.

On average they undertake a major shopping trip once a week, and this means that when they stop ‘out bush’ it is usually for between two to seven days. This shop doesn’t include other expenditures frequently required by RV tourists, such as pharmaceutical products, vehicle repairs and maintenance and accommodation costs.

While self-contained travellers are equipped with the facilities necessary to stay at bush camps or reasonably priced rest areas or showgrounds, caravan parks that provide basic sites with the needs of the self-contained traveller in mind are frequently utilised.


3. What attracts them?


Self-Contained RV Tourists will always spend time at locations which offer interesting natural and/or manmade attractions. Social and nature-based activities are most popular with this segment, including:

  • Markets
  • Heritage sites
  • Museums
  • National parks
  • Bushwalking
  • Tours
  • Fishing
  • Wildlife parks
  • Wineries
  • Bird watching
  • Art/cultural festivals
  • Art galleries

 

These tourists are interested in Australia and its amazing and diverse environment, along with the
natural and social history of the areas they visit. They want to know, understand and experience everything Australia has to offer!

RV tourists don’t fully plan their routes, they keep their travels flexible, allowing them to stay longer at a
destination that offers lots of attractions. Therefore it is important for towns to regularly promote their local activities to RV tourists.

4. What Economic Benefits do they create?


Self-Contained RV Tourists are consistent spenders, who purchase a range of household products and
services. These tourists spend at places with at least one good-sized supermarket, a reasonable range of other shops and services, and facilities for vehicle parts and servicing.

  • RV tourists spend an average of $500 per week when
    on the road.

  • When visiting towns, on average their major purchases
    include $235 on motoring needs including fuel and
    vehicle maintenance, $160 on living expenses such
    as groceries and medical expenses, and $51 on
    accommodation costs (calculated per week).

  • 97% make purchases when stopping in a town.

  • If they are staying and touring within a region, they are
    more likely to make purchases on the second, fourth
    and seventh nights, with the likelihood of purchases
    increasing if they stay for more than one week.

  • Their estimated spend per vehicle per year, based
    on an average of 163 days travel, is approximately
    $10,700 - $11,500 or $66 to $74 per day.

  • International and domestic RV tourists spend more
    money and stay more nights in regional Australia
    compared to visitors from other tourism segments.

For more information on this market why not view our Self-Contained Travellers Brochure [PDF 382kb], or click the 'Economic Benefits' tab in the side menu to view it as a html page.

For a more in depth review, view the Issues Paper: The Self Contained Recreational Vehicle Market 2010 and beyond [PDF 2mb] - A responsible review of the Environmental, Economic and Social aspects of traditional RV tourism in Australia.

5. What are their Wants & Needs?

  • A dump point (with toilets if possible) and a tap to
    refill fresh water tanks.

  • RV tourists are more likely to stay longer when they
    are made to feel welcome and appreciated, so a
    friendly, hospitable town atmosphere is a must-have.

  • Good tourism information that clearly shows all
    attractions and facilities. Ideally, tourist facilities should
    be easily accessible and open seven days a week.

  • Short-term parking within close proximity of the
    general shopping area.

  • Somewhere to park and stay longer term that is both safe
    and quiet and slightly away from the main population.

How to capitalise on the RV Tourist market:

Economic Benefits of Rallies and Chapter Events

CMCA holds two national Rallies annually, which have the ability to attract more than 1,000 vehicles, or approximately 2,000 people, for their seven day duration (if not longer). These Rallies are major events, and their immediate economic impact can have positive ongoing effects for local communities. An average of $2.5 million is injected into the local area before, during and after a Rally. Rallies also encourage repeat visitation to the area, creating a foundation for tourism sustainability. Many towns are now actively seeking to host a Rally in their area, having recognised the financial and social benefits generated by the event.

In addition, there are 93 Chapters and five Special Interest Groups located throughout Australia that stage events on a regular basis. These events can extend from one weekend to an entire week in duration, injecting tourism dollars into rural and regional towns nationwide.

CMCA is committed to developing and maintaining a productive, working relationship with all levels of government in order to implement initiatives that are mutually beneficial for governments, communities and RV tourists. We aim to heighten awareness of the RV market and its needs, and assist governments in attracting this segment to their region.

CMCA has representatives in each state who liaise directly with local, state and federal government authorities and their ministers. With over 57,000 Members, CMCA is Australia’s largest RV Club and is acknowledged by government to be the ‘voice’ of the RV tourism industry.

MoTOURing Australia

CMCA strives to improve the experience for all RV tourists, not just Club Members. In order to represent this commitment, CMCA has partnered with representative bodies of the Australian caravanning community to form MoTOURing Australia.

When undertaking negotiations with governments we now represent approximately 500,000 RV tourists.

Dump Point Subsidy Scheme

In conjunction with KEA Campers Australia, CMCA operates a subsidy scheme whereby a Dump-Ezy dump point unit is provided free of charge to local authorities – with the only cost to them being for its installation.

We continue to negotiate for the placement of dump point units across the country, and as of the beginning of 2010, we have been responsible for the installation of 40% (over 190) of all public dump points in Australia.

By June 2010 we will have also placed an additional 23 of these units in Queensland under a grant from the State Department of Main Roads.

Benefits

  • Best practice for the disposal of grey and black water waste
  • RV tourists are more inclined to stay in towns where a dump point and other facilities are provided
  • Adequate facilities enhance the experience of RV tourists, encouraging them to return to the area
  • Installation of these units addresses the important environmental and health issues associated with the disposal of grey and black water waste, ensuring RV tourists have ample places to dump their waste.

Click here for more information on dump points

Leave No Trace® (LNT)

This scheme has proven to be another milestone in the Club’s efforts to demonstrate that self-contained vehicles need not have a negative impact on the environment. Self-contained vehicles must have the capacity to retain all waste within the vehicle, they also must carry a fresh and grey water tank and a portable toilet cassette or black water holding tank to qualify for the scheme.
LNT is devised to illustrate that responsible RV tourists can commit to a Code of Conduct to act responsibly at all times whilst travelling throughout Australia.

There are currently over 5,000 participants including CMCA Members, other RV clubs and rental hire companies (KEA Campers Australia and Maui/Britz).

Benefits

  • Council’s (or other authorities) maintenance costs for facilities are minimised
  • The local community will benefit from positive hygienic practices
  • Governments are more inclined to open areas to self-contained vehicles, ensuring adequate facilities for RV tourists and encouraging them to spend their valuable tourism dollars in the local area.
  • The creation of these rest areas fosters safer travelling practices – acting as short stopping places during a journey

Click here for more information on LNT

RV Friendly Town™ Scheme

Research has shown that international and domestic RV tourists are more likely to visit regional and rural Australia (and spend more nights there) than other visitor segments. The RV Friendly Town™ (RVFT) scheme has been designed to assist local councils in attracting these tourists to their area, thus generating a substantial financial contribution to the town’s economy.

Towns that participate in the scheme provide a number of basic necessities for self-contained RV tourists, such as short and longer term rest areas, access to a dump point, 24 hour medical services, a pharmacy and potable water. Towns that do not meet the full criteria may be designated as an RV Friendly Location™.

A third category is the RV Friendly Destination™. This category caters for destinations, such as a tourist attraction, homestead or country pub that is friendly towards all RV tourists. The destination may have an area for overnight or longer stays for tourists in recreational vehicles.

With over 100 towns across the country now participating in the RVFT scheme, this initiative has proven to be a rewarding one, building a partnership between RV tourists and rural and regional communities.

Benefits

  • Participation in this scheme attracts more RV tourists and their dollars
  • CMCA assists in the promotion of towns and their events to its 57,000 plus Members via our website and our magazine The Wanderer (distribution of 29,000)
  • Word of mouth is a priceless communication tool on the road, and travellers will support and recommend those communities that support them, and will stay longer if the atmosphere is friendly

Click here for more information on RVFT’s

Managing Rest Areas and Campgrounds

CMCA’s efforts to develop additional and improved rest area facilities for RV tourists are ongoing. The delineation between rest areas for recreational vehicles and those for commercial trucking vehicles is an important issue that needs to be addressed.

In addition, CMCA can provide councils with advice (free of charge) regarding how best to manage rest areas and campgrounds. We hope that by heightening awareness of this issue we can avoid the closure of rest areas and reduce the problems sometimes experienced by councils.

 

Fast Facts to Think About!

  • The industry has been growing at an annual rate of
    around 15% over the past seven years.

  • The RV and camping industry has remained one of the
    most stable markets since 2000, with little change in
    international and domestic visitor numbers and nights.

  • The senior travel segment has been domestic travel’s
    best performing age group by far, and this age group
    is strongly represented in the RV tourist market. By
    2021 there are expected to be 9 million Australians
    over the age of 50, and tourism forecasts predict
    that senior travellers will increase their contribution
    to the RV industry in the future as the baby boomer
    generation begins retiring.

    There are many ways that rural and regional Australia
    can entice this market to their region. It’s just a matter of
    recognising the economic value of RV tourists.

    So set the wheels in motion - Welcome this market
    and the businesses in your area will benefit and grow.

 

 

Want to find out more about how your town, shire or region can tap into this exciting Self-Contained RV Tourist market?

Want to find out how your town can become an RV Friendly Town™?


Contact:
National Headquarters, Campervan & Motorhome Club of Australia Ltd
ABN: 16 095 568 157
Phone: 02 4978 8788
Email: memberbenefits@cmca.net.au

*All data included in this document is drawn from the following sources:
1. Centre for Regional Tourism Research, 2002, Drive Tourism: Up the Wall &
Around the Bend
2. Balfour Consulting, 2008, CMCA Member Survey
3. CMCA Member Survey, 2009, Spend Profiles & Travel Habits, Whyalla Rally
4. Tourism Research Australia, 2008 & 2007, Caravan and Camping Snapshot
5. Balfour Consulting, 2003, The Social & Economic Impact of Rest Areas
6. CCIA, 2008, Caravan & Camping Industry Profile
7. Australian Bureau of Statistics, 2006, Catalogue no. 3222.0
8. Tourism Forecasting Committee, 2009, Issue 1

9. Tourism Research Australia, 2008, Through the looking glass- the future of
domestic tourism in Australia