Insights
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Top Line Numbers (YE 30 Sep 2020)
Share of overnight expenditure: 4.6%
Forecasted Growth 2020: **to be revised
Visitors: 44,000 | -12%
Visitor Nights: 423,000 | -18%
Expenditure: $51M | -7% -
Bookings
70% of visitors book via Trade
60% of visitors are holiday, 90% FIT and 10% Group -
Aviation
Connections via:- SilkAir / Singapore Airlines
- Domestic connections
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Other Insights
Strong drive market
Key Pillars: Great Barrier Reef, Nature, Drive, Indigenous, Wildlife
Strategy
Reclaim loss of visitation/market share.
Consolidate, strengthen and grow new and existing trade relationships.
Development of new opportunities whilst driving consumer consideration through self-drive itineraries, and shifting perceptions around the Great Barrier Reef.
Execution
Target Audience
- High Value Traveller (HVT)
- Couples
- Youth & Adventure
- Self Drive
- Working Holiday Maker
- Young families
Tactics
Current
- Content creation, strategies to share aspirational content
- PR/Media engagement where relevant
Looking ahead
- Cairns Airport partnerships to retain/attract flights
- RTO/TEQ partnerships – GBR Campaign continuance
- TEQ & Trade Campaign Activity & Educationals
- In-market representation – German speaking markets
- In-market agent training events with product/members
- UK/European Marketplace attendance (TBC)
- Inbound product development
- Indigenous tourism product development
- PR/Media engagement
Working with us
Current
- Content sharing and social amplification of CGBR region
Looking ahead
- In Market agent training missions
- UK/Europe Marketplace attendance
- Trade / Media Famil support
- ATEC Inbound Up North
Links
View Tourism and Events Queensland’s Consumer Demand Project Insights
Learn more about international markets with Tourism Australia’s Consumer Market Research
Explore Tourism Australia’s international visitation data
Valuable resource for anyone operating in or considering operating in international markets
Explore various tourist data sets with TEQ’s data explorer