With much of our attention focused on law reforms, day-to-day operations and protecting ones’ business financially, it is important to stop every now and again and pay attention to the good news stories that are out there; and it seems for now that Queensland is grabbing the lion’s share.
In the last couple of months media reports have revealed that Queensland continues to excel in the tourism arena, welcoming a record number of international visitors - nearly three million tourists spending $5.5 billion, and breaking records in the domestic tourism market.
The report shows that our share of the domestic visitor market has grown to more than 25 percent, with 22.5 million domestic overnight visitors injecting $16.2 billion into the state’s economy over the past year.
Better still, the data shows that Australians spent more money in Queensland over the last 12 months than ever before with visitor expenditure surpassing the national average and contributing significantly to Australia’s strong growth in domestic tourism.
Much of this was driven by the holiday market with interstate travellers continuing to spend big when they travel, and while they make up less than a third of the state’s domestic visitors they spent more than $7.5 billion, which is equivalent to almost half of the total expenditure in Queensland - 46.6 percent.
It is gratifying to note that Queensland remains a favourite destination for Australians, and while Brisbane and the Gold Coast have had the benefit of the Commonwealth Games, many of the regional areas also performed well, with expenditure in the Fraser Coast, the Outback, as well as tropical North Queensland and the Southern Great Barrier Reef growing strongly.
The new “Find Your Perfect Next…” tourism campaign recorded impressive early success with data revealing the campaign has reached more than 12.7 million Australians since April and Nielsen research conducted in Sydney and Melbourne after the launch, showed nearly 75 percent of respondents intended to visit Queensland in the next 12 months.
While we intrinsically know of the importance of this, tourism has solidified its position as a pillar of Queensland’s economy now employing almost 220,000 people and generating more than $25 billion for the state.