VISITOR EXPENDITURE SURVEY
4th QUARTER / 2010
No. 4
Official Statistics. Reproduction of these data is allowed provided the source is quoted.
Statistics and Census Service
Per-capita spending of visitors amounted to MOP 1,812 in the fourth quarter of 2010, similar to the same quarter of 2009, with per-capita spending of Mainland visitors leading at MOP 2,902.
Per-capita spending of tourists (MOP 3,307) and same-day visitors (MOP 682) went up by 24%
and 8% respectively year-on-year.
1. Per-Capita Spending of Visitors by Place of Residence
Visitor Tourist Same-Day Visitor
Q4/2009 Q4/2010 Q4/2010 Q4/2010
Place of Residence
MOP
Year-on-year change
(%) MOP
Year-on-year change
(%) MOP
Year-on-year change
(%)
Total 1 807 1 812 0.3 3 307 24.4 682 8.1
Mainland China 3 563 2 902 -18.5 5 593 11.6 1 044 -8.6 Hong Kong 1 212 1 001 -17.4 1 737 -0.4 433 -15.5 Taiwan, China 1 606 1 414 -12.0 3 339 9.4 320 - Japan 1 193 1 684 41.2 2 838 37.2 468 1.6 Southeast Asia 1 814 1 864 2.8 2 873 16.7 642 5.8 Americas 1 383 1 589 14.8 2 727 16.5 551 4.9 Europe 1 496 1 650 10.2 3 389 33.3 557 22.0 Oceania 1 394 1 574 12.9 3 145 38.1 520 11.1
Per-Capita Non-Shopping and Shopping Spending
Per-capita non-shopping spending of visitors decreased by 21% year-on-year to MOP 866.
Expenses on Accommodation and Food & Beverage accounted for 46% and 33% respectively of the non-shopping spending.
Per-capita shopping spending of visitors amounted to MOP 947, up by 33% over the fourth quarter of 2009. Local Food Products (21% of shopping spending), Clothing (21%) and Jewellery/
Watches (20%) were the more popular shopping items.
Although gaming expenses are not considered in the per-capita spending of visitors, about 50% of the interviewed visitors in the fourth quarter claimed that they had participated in gaming activities during their stay in Macao.
2. Visitor Spending by Type of Expense
Q4/2009 Q4/2010 Type of Expense
MOP
Year-on-year change
(%)
Per-Capita Spending 1 807 1 812 0.3
Non-Shopping Spending (excluding
gaming expenses) 1 093 866 -20.8
Accommodation 512 395 -22.9
Food and Beverage 368 287 -22.0
Local Transport 43 32 -25.8
Outbound Transport (excluding airfare) 130 100 -23.2 Entertainment and Others 40 52 30.5
Shopping Spending 714 947 32.6
Clothing 158 199 25.7
Jewellery/Watches 116 191 65.2 Local Food Products 197 200 1.8 Cosmetics/Perfume 71 114 60.5 Cellular Phones/Electrical Equipment 31 44 41.8 Shoes/Handbags/Wallets 88 117 32.2
Others 53 82 54.3
Figures may not add up to the total due to rounding.
Chart 1. Per-Capita Shopping Spending of Visitors by Place of Residence
0 500 1 000 1 500 2 000 2 500
Q4/2009 Q4/2010
Americas Europe S.E.
Asia Mainland
China
Hong Kong
Taiwan, China
Japan Oceania
MOP
With regard to the spending structure, visitors from Mainland China spent 71% of their per- capita spending on shopping, whereas those from Hong Kong; Taiwan, China; and Southeast Asia spent more on non-shopping items, accounting for 80%, 68% and 62% of their respective per- capita spending.
In addition, Mainland visitors purchased a wide variety of goods, including Jewellery/
Watches (24% of per-capita shopping spending), Clothing (21%), Local Food Products (14%), Cosmetics/Perfume (14%) and Shoes/Handbags/Wallets (13%), while those from Hong Kong spent 66% of their per-capita shopping spending on Local Food Products. Visitors from Taiwan, China spent 34% and 25% of shopping spending on Local Food Products and Clothing, and those from Southeast Asia purchased mostly on Local Food Products (38%), Clothing (27%) and Shoes/Handbags/ Wallets (19%).
Chart 2. Structure of Visitors’ Per-Capita Spending by Place of Residence
0 500 1 000 1 500 2 000 2 500 3 000
Per-Diem Spending
Per-diem spending of visitors amounted to MOP 1,812 in the fourth quarter of 2010, a year- on-year increase of 8%. Mainland visitors had the highest per-diem spending of MOP 2,902.
Length of Stay
The average length of stay of visitors stood at 0.9 day, down by 0.2 day from the fourth quarter of 2009. Average length of stay of tourists and same-day visitors held stable at 1.7 days and 0.3 day respectively.
3. Average Length of Stay of Visitors
Day Length of Stay
Type of Visitor
Q4/2009 Q4/2010 Difference
Visitor 1.1 0.9 -0.2
Tourist 1.7 1.7 -
Same-Day Visitor 0.3 0.3 -
Non-Shopping Spending (excluding gaming expenses) Shopping Spending
Americas Europe S.E.
Asia Mainland
China
Hong Kong
Taiwan, China
Japan Oceania
MOP
Characteristics of Visitors
Around 70% of the interviewed visitors came to Macao mainly for Vacation; other major purposes of visit included Gaming (11%), Business & Attending Conventions/Exhibitions (8%) and Visiting Relatives/Friends (6%).
Chart 3. Main Purpose of Visit
With regard to the occupation of visitors, 19% were senior officials & managers; 17% were clerks; while technicians & associate professionals and service & sales workers each accounted for 12%. Moreover, 24% were the unemployed and the economically inactive persons, including housewives, students and retired persons.
Visitors’ Comments
All the interviewed visitors commented on the environmental hygiene and points of tourist attractions in Macao. They were more satisfied with the environmental hygiene, with 77% in favour; however, 10% considered that the points of tourist attractions in Macao were inadequate.
For those travelling in package tours, 68% complimented on the services rendered by travel agencies. As regards other services and facilities, 75% of the visitor-users were satisfied with those of the gaming establishments; there were also favourable comments on the services of hotels (82%), shops (79%), public transport (72%) and restaurants (71%).
However, 7% of the interviewed visitors suggested that the public transport services should be improved.
4. Visitors’ Comments on Services and Facilities
% Services and Facilities Satisfied Fair Should Be
Improved No Comment
Travel Agencies 68 22 5 5
Hotels 82 14 2 2
Restaurants 71 24 3 2
Shops 79 18 2 2
Public Transport 72 19 7 2
Gaming Establishments 75 18 2 6
Percentages may not add up to 100% due to rounding.
Visiting Relatives/Friends 6%
Others 5%
Vacation 70%
Gaming 11%
Business & Attending Conventions/Exhibitions
8%
Explanatory Notes Visitor Expenditure Survey is conducted at different departure points on a daily basis, to collect information on visitors’ spending (excluding gaming expenses) during their stay in Macao.
Number of effective samples in the fourth quarter of 2010 was 49,421, a year-on-year increase of 65%.
Sampling Method
Due to massive visitor movements at different departure points, Visitor Expenditure Survey applies systematic sampling in selecting samples from visitors who are non-residents of Macao.
Sampling Errors
MOP
Visitor Tourist Same-Day Visitor
Type of Spending
Q4/2009 Q4/2010 Q4/2009 Q4/2010 Q4/2009 Q4/2010 Per-Capita Spending 24.1 32.1 39.6 72.8 7.8 5.0 Non-Shopping Spending 9.0 7.2 13.7 14.7 2.2 1.2 Shopping Spending 20.5 29.8 34.6 68.7 7.5 5.1
Concept 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 at least one night tays ain a collective or private accommodation in the place visiteda. 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 Visitora: visitor who does not spend the night in a collective or private accommodation in the place visited.
Main Purpose of Visita:
Refers to the motivation for the visit or trip, in the absence of which the trip would not have taken place.
Symbols and Abbreviations - Absolute value equals zero
MOP Macao Pataca
The following statistical tables are available for download from our website
1- Characteristics of interviewed visitors by place of residence
2- Average length of stay of interviewed visitors by place of residence
3- Per-capita spending (excluding gaming expenses) of interviewed visitors by place of residence
4- Per-capita non-shopping spending (excluding gaming expenses) of interviewed visitors by place of residence
5- Per-capita shopping spending of interviewed visitors by place of residence
6- Per-diem spending (excluding gaming expenses) of interviewed visitors by place of residence
7- Per-capita spending of interviewed visitors by place of residence and type of expense
8- Per-capita shopping spending of interviewed visitors by place of residence and type of expense
9- Other characteristics of interviewed visitors by place of residence 10- Occupation of interviewed visitors by place of residence
11- Sampling errors of per-capita spending of interviewed visitors by place of residence and type of expense
12- Sampling errors of per-capita shopping spending of interviewed visitors by place of residence and type of expense
13- Interviewed visitors’ comments on services of travel agencies
14- Interviewed visitors’ comments on services of restaurants and similar establishments 15- Interviewed visitors’ comments on services of hotels and similar establishments 16- Interviewed visitors’ comments on services of shops
17- Interviewed visitors’ comments on services of public transport 18- Interviewed visitors’ comments on environmental hygiene 19- Interviewed visitors’ comments on points of tourist attractions
20- Interviewed visitors’ comments on services and facilities of gaming establishments