VISITOR EXPENDITURE SURVEY
4th QUARTER / 2011
No. 4 Total spending of visitors reached MOP 13.4 billion in the fourth quarter of 2011, up notably by 25% in comparison with MOP 10.7 billion a year earlier. Total spending of visitors for the whole year of 2011 soared by 20% from 37.9 billion in 2010 to MOP 45.3 billion.
Table 1 - Per-Capita Spending of Visitors by Place of Residence
Visitor Tourist Same-Day Visitor
Q4/2010r Q4/2011 Q4/2011 Q4/2011
Place of Residence
MOP
Year-on-year change
(%) MOP
Year-on-year change
(%) MOP
Year-on-year change
(%)
Total 1 682 1 820 8.3 3 234 12.5 643 3.9
Mainland China 2 261 2 325 2.8 4 239 10.3 813 -5.0 Hong Kong 861 917 6.5 1 586 7.5 390 9.2 Taiwan, China 815 1 262 54.9 3 232 28.4 191 23.9 Japan 1 450 1 272 -12.3 1 818 -14.1 424 -5.8 Southeast Asia 1 446 1 310 -9.4 1 925 -8.0 394 -10.0 Americas 1 054 1 109 5.1 1 731 5.4 442 2.4 Europe 1 449 1 134 -21.7 1 901 -19.5 344 -23.5 Oceania 1 493 1 238 -17.1 1 935 -20.5 496 4.6
Per-Capita Spending
Per-capita spending of visitors amounted to MOP 1,820, an increase of 8% compared with MOP 1,682 in the fourth quarter of 2010. Analyzed by place of residence, per-capita spending of Mainland visitors was MOP 2,325, and that of visitors from Southeast Asia at MOP 1,310; Japan at MOP 1,272; and Taiwan, China at MOP 1,262. Per-capita spending of tourists (overnight visitors) increased by 13% year-on-year to MOP 3,234 and that of same-day visitors went up by 4% to MOP 643.
In the fourth quarter of 2011, per-capita non-shopping spending of visitors amounted to MOP 878, up by 7% compared with MOP 824 a year earlier, of which expenses on Accommodation and Food & Beverage accounted for 50% and 34% respectively. Per-capita non-shopping spending of Japanese visitors took the lead at MOP 1,155 and that of overnight visitors from Taiwan, China reached MOP 2,467.
Per-capita shopping spending of visitors was MOP 942, up by 10% compared with MOP 857 in the fourth quarter of 2010, with Clothing (21%), Local Food Products (21%) and Jewellery &
Watches (19%) being the more popular shopping items. Mainland visitors had the highest per-capita shopping spending of MOP 1,435 and that of overnight Mainland visitors reached MOP 2,398.
0 500 1 000 1 500 2 000 2 500
Chart 1 - Structure of Visitors’ Per-Capita Spending by Place of Residence
With regard to the spending structure, visitors from Mainland China spent 62% of their per- capita spending on shopping, whereas those from Japan; Hong Kong; Taiwan, China; and Southeast Asia spent more on non-shopping items, accounting for 91%; 82%; 74%; and 73% of their respective per-capita spending.
Chart 2 - Structure of Shopping and Non-Shopping Spending of Visitors
Non-shopping Spending Shopping Spending
Outbound Transport (excluding airfare)
8%
Food &
Beverage 34%
Others 4%
Accommodation 50%
Clothing 21%
Others 7%
Local Transport 4%
Non-Shopping Spending (excluding gaming expenses) Shopping Spending
Americas Europe S.E.
Asia Mainland
China
Hong Kong
Taiwan,
China Japan Oceania
MOP
38%
62%
82%
18%
74%
26%
91%
9%
73%
86% 83%
14%
27%
8%
92%
17%
Jewellery &
Watches 19%
Local Food Products
21%
Cellular Phones &
Electrical Appliances 8%
Cosmetics &
Perfume 12%
Shoes, Handbags
& Wallets 12%
Mainland visitors mainly spent on Clothing (22% of their per-capita shopping spending), Jewellery & Watches (20%) and Local Food Products (16%). Concurrently, visitors from Hong Kong spent 81% of their respective spending on Local Food Products, while those from Southeast Asia and Taiwan, China spent mainly on Local Food Products and Clothing.
Per-Diem Spending
Per-diem spending of visitors amounted to MOP 1,820 in the fourth quarter of 2011, up by 8% year-on-year. Per-diem spending of Mainland visitors stood at MOP 2,325 and that of visitors from Taiwan, China; Southeast Asia and Hong Kong was MOP 1,262, MOP 1,233 and MOP 917 respectively.
Length of Stay
The average length of stay of visitors was identical to the fourth quarter of 2010, at 0.9 day.
Average length of stay of overnight visitors increased by 0.1 day year-on-year to 1.8 days, with overnight visitors from Europe staying at an average of 3.1 days. Average length of stay of same- day visitors held stable at 0.2 day.
Table 2 - Average Length of Stay of Visitors
D a y
Visitor Tourist Same-day Visitor Place of Residence
Q4/2010r Q4/2011 Difference Q4/2011 Q4/2011
Total 0.9 0.9 - 1.8 0.2
Mainland China 1.0 1.0 - 2.0 0.2
Hong Kong 0.8 0.8 - 1.5 0.2
Taiwan, China 0.6 0.7 0.1 1.9 0.1
Japan 0.9 0.9 - 1.3 0.2
Southeast Asia 1.1 1.1 - 1.6 0.2
Americas 1.1 1.0 -0.1 1.8 0.2
Europe 1.5 1.7 0.2 3.1 0.3
Oceania 1.1 1.0 -0.1 1.7 0.3
Characteristics of Visitors
62% of the visitors came to Macao mainly for Vacation; other main purposes of visit included Gaming (9%), Visiting Relatives & Friends (7%) and Business & Attending Conventions
& Exhibitions (5%).
Chart 3 - Main Purpose of Visit
With regard to the occupation, 25% were senior officials & managers, while clerks and technicians & associate professionals accounted for 12% and 11% respectively. Moreover, 29%
were the unemployed and the economically inactive (i.e. housewives, students and retired persons).
Visitors’ Comments
According to the results of 2,190 effective questionnaires of the Visitors’ Comments Survey, visitors were more satisfied with the environmental hygiene, with 73% in favour; however, 9%
considered that points of tourist attractions in Macao were inadequate.
For those travelling in package tours, 79% complimented on the services rendered by travel agencies. In addition, 83% of visitor-users were satisfied with services provided by both hotels and shops. However, 8% of the visitors suggested that the public transport services should be improved.
Table 3 - Visitors’ Comments on Services and Facilities
% Services and Facilities Satisfied Fair Should Be
Improved No Comment
Travel Agencies 79 14 2 5
Hotels 83 14 2 1
Restaurants 75 21 3 1
Shops 83 14 1 2
Public Transport 71 19 8 1
Gaming Establishments 81 15 2 3
Visiting Relatives & Friends 7%
Others 17%
Vacation 62%
Gaming 9%
Business & Attending Conventions & Exhibitions
5%
Sampling Methodology
Total spending and per-capita spending of visitors for the fourth quarter of 2011 were extrapolated from 39,900 effective questionnaires collected; besides, data for the fourth quarter of 2010 have been re-compiled accordingly to facilitate direct comparison.
Visitor Expenditure Survey and Visitors' Comments Survey apply systematic sampling in selecting samples from non-residents of Macao. Enumerators collect data from visitors on their spending and comments on services and facilities during their stay in Macao at different departure points.
Sampling Errors
MOP
Visitor Tourist Same-Day Visitor
Type of Spending
Q4/2010r Q4/2011 Q4/2010r Q4/2011 Q4/2010r Q4/2011 Per-Capita Spending 1.6 1.5 3.2 3.0 0.7 0.7 Non-Shopping Spending 0.6 0.5 1.0 1.0 0.1 0.1 Shopping Spending 1.3 1.2 2.7 2.6 0.6 0.7
Glossary
Visitora:
Any person taking a trip to a main destination outside his/her usual environment, for less than a year, for any main purpose other than to be employed by a resident entity in the country or place visited.
Classification of visitors:
a) Tourist (overnight visitor): visitor who stays at least one night in a collective or private accommodation in the place visited. In addition, we have added two criteria as follows:
(1) visitor who stays for more than 24 hours in Macao, or
(2) visitor who stays for less than 24 hours and does not stay overnight in Macao but with his/her arrangement made in a collective accommodation such as hotel, guest-house, etc.
b) Same-Day Visitor: visitor who does not spend the night in a collective or private accommodation in the place visited.
a The United Nation World Tourism Organization, International Recommendations for Tourism Statistics 2008
Main Purpose of Visit:
Refers to the motivation for the visit or trip, in the absence of which the trip would not have taken place.
Visitor Expenditure:
Refers to the amount paid by visitors for acquisition of consumption goods and services for own use or to give away. It includes expenditures by visitors themselves, as well as expenses that are paid or reimbursed by others such as relatives, friends or employers. Visitor expenditure excludes donation, acquisition of fixed assets and expenses on goods for resale purposes.
Symbols and Note
- Absolute value equals zero
MOP Macao Pataca
r Revised figures
Percentages may not add up to 100% due to rounding
The following statistical tables are available for download from DSEC website
1- Characteristics of visitors by place of residence
2- Average length of stay of visitors by place of residence
3- Per-capita spending (excluding gaming expenses) of visitors by place of residence
4- Per-capita non-shopping spending (excluding gaming expenses) of visitors by place of residence
5- Per-capita shopping spending of visitors by place of residence
6- Per-diem spending (excluding gaming expenses) of visitors by place of residence
7- Per-capita non-shopping spending (excluding gaming expenses) of visitors by place of residence and type of expense
8- Per-capita shopping spending of visitors by place of residence and type of expense 9- Occupation of visitors by place of residence
10- Sampling errors of per-capita spending of visitors by place of residence and type of expense 11- Sampling errors of per-capita shopping spending of visitors by place of residence and type of
expense
12- Interviewed visitors’ comments on services of travel agencies
13- Interviewed visitors’ comments on services of restaurants and similar establishments 14- Interviewed visitors’ comments on services of hotels and similar establishments 15- Interviewed visitors’ comments on services of shops
16- Interviewed visitors’ comments on services of public transport 17- Interviewed visitors’ comments on environmental hygiene 18- Interviewed visitors’ comments on points of tourist attractions
19- Interviewed visitors’ comments on services and facilities of gaming establishments
