Insights
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Top Line Numbers (YE 30 Sep 2019)
Share of overnight expenditure: 7.8%
Forecasted Growth 2020: **to be revised
Visitors: 75,000 | -9%
Visitor Nights: 679,000 | -14%
Expenditure: $85M | -23% -
Bookings
70% of visitors book via Trade.
GBR one of their main reasons to visit.
90% of UK visitors are holiday visitors. -
Aviation
Connections via- Singapore Airlines/SilkAir (direct)
- Domestic connections
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Other insights
70% of visitors book via trade with the Great Barrier Reef one of their main reasons to visit90% of UK visitors are holiday visitorsStrong Working Holiday Maker (WHM) / Youth and Adventure market
Strong Self Drive market
Sporting events influence this market
Strategy
Collaborate with TA / TEQ to arrest the decline in WHM / Youth Market.
Support aviation attraction efforts to secure direct services.
Execution
Target Audience
- High Value Traveller
- VFR market/Repeat traveller
- First time travellers
- WHM / Youth travellers
- Couples, Young Families, Retirees
Tactics
Current
- Content creation, strategies to share aspirational content
- PR/Media engagement where relevant.
Looking ahead
- Digital awareness/re-targeting campaign with Cairns & GBR product, TEQ and KDP
- WHM/Youth Traveller campaign activity
- First Timer opportunity (Sydney, Rock, Reef) – STO collaboration
- Trade Educationals
- Media/PR engagement and Educationals
- UK/Europe Marketplace and in-market agent training
- Leveraging relevant events for UK Market
Working with us
- UK/Europe Marketplace attendance
- ATEC/Inbound Tour Operator engagement/Training
- Media and Trade Educational support
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