Queensland Western Markets Tourism Strategy 2018-2025
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October 2018
Queensland Western Markets
Tourism Strategy
2018-2025
Queensland Western Markets Tourism Strategy 2018-2025 i
List of Acronyms:
AAIF Attracting Aviation Investment Fund OVE overnight visitor expenditure
ALOS Average length of stay p.a. per annum
Approx Approximately QPWS Queensland Parks and Wildlife Service
ASCOT Australian Standing Committee on Tourism
QTIC Queensland Tourism Industry Council
ATEC Australian Tourism Export Council
Av. Average RTO Regional Tourism Organisation
BDA BDA Marketing Planning TA Tourism Australia
DITID Department of Innovation, Tourism Industry TEQ Tourism and Events Queensland
Development and the Commonwealth Games TFC Tourism Forecasting Committee
ELICOS English Language Intensive Courses TIQ Trade and Investment Queensland
for Overseas Students
TNQ Tropical North Queensland
FTEs Full time equivalent
GBR Great Barrier Reef TRA Tourism Research Australia
GBRMPA Great Barrier Reef Marine Park Authority TSA Tourism Satellite Account
GDP Gross domestic product TTF Tourism Transport Forum
IET International Education and Training UK United Kingdom
ITOs Inbound Tourism Operators UNWTO United Nations World Tourism Organisation
IVS International Visitor Survey
USA United States of America
KPIs Key Performance Indicators
M Million VET Vocational Education and Training
MICE Meetings, Incentives, Conventions and Exhibitions VFR Visiting friends and relatives
NZ New Zealand YE Year Ending
Acknowledgements
TEQ recognises and values the Queensland tourism industry and would like to thank the following stakeholder groups for their input into the development of this strategy:
Austrade, Tourism Australia, Qantas, Brisbane Marketing, Tourism Tropical North Queensland, Fraser Coast Tourism, Gold Coast Tourism, Visit Sunshine Coast, Trade and
Investment Queensland, Mackay Tourism Limited Luxury Lodges, , Mantra Group, Cape Hillsborough, Cruise Whitsundays, Currumbin Wildlife Sanctuary, Great Australian
Experiences, Hamilton Island, Jungle Surfing, Kingfisher Bay Resort, Lone Pine Koala Sanctuary, Pinnacle Marketing, Potters Hotel, Reef House, Sailaway Port Douglas, Skyrail,
Southern Cross Tourism, Spicers Retreats, Tangalooma Island Resort, Parker Travel, and Whales in Paradise.
Unless otherwise stated, all current tourism figures and trends sourced from Tourism Research Australia are for the Year Ending December 2017. Forecasts (including KPIs) are
for the Year Ending June 2017. Western Markets includes Other Europe unless otherwise specified.
THIS PAGE: Girraween National Park, Southern Queensland Country
COVER: Lady Elliot Island, Bundaberg
Table of Contents
Executive Summary. . ............................................................ 2 7.0 Queensland’s Target Western Markets
and their Potential ......................................................... 25
1.0 Our Current Position........................................................ 5
7.1 Identifying the Target Markets ........................................... 25
2.0 The Need for Action......................................................... 8
7.2 Consumer Trends in Booking Behaviour . . ...................... 26
2.1 Strategic Links to Government priorities .......................... 9
7.3 The Competition . . .................................................................. 28
2.2 Consultation and partnerships .. ......................................... 10
7.4 Aviation Access and Partnerships . . ................................... 29
3.0 Our Vision . . ...................................................................... 11
7.5 Infrastructure and Investment ........................................... 29
3.1 Goal, objectives, measures and 2025 targets ................. 12
7.6 The Western Markets Towards 2025 .. ............................. 30
4.0 Global & Western Trends................................................. 13
7.7 Target market strategies ....................................................... 31
4.1 The sharing economy ........................................................... 13
8.0 Profile of the Target Markets ......................................... 34
4.2 Key Trends . . .............................................................................. 14
8.1 The Americas . . ........................................................................ 37
4.3 Responsible Tourism ..............................................................16
8.1.1 Accelerate . . .................................................................. 37
5.0 Queensland’s Opportunity for Success .......................... 18
8.1.2 Grow . . ........................................................................... 40
5.1 Objective 1: increasing OVE
from target Western Markets .............................................. 19 8.2 New Zealand ........................................................................... 42
5.2 Supporting objectives ......................................................... 20 8.3 United Kingdom .. ................................................................... 45
5.3 Dispersing the benefits ......................................................... 21 8.4 Europe ..................................................................................... 48
6.0 Queensland Experiences and the Western Markets ...... 22 8.4.1 Grow . . ........................................................................... 48
6.1 Australia and Queensland experiences . . ......................... 22 8.1.2 Keep in View ............................................................... 52
6.1.1 Australia’s Experiences . . ........................................... 22 8.5 The Changing Focus of South America .......................... 59
6.1.2 Queensland . . ............................................................... 22 8.6 Target Segments . . ................................................................. 60
6.2 What is the Best of Queensland 8.6.1 Backpackers and Working Holiday Makers . . ..... 60
Experiences program? ......................................................... 24
8.6.2 Education & Domestic International Visitors .... 60
8.6.3 High-Value Western Visitors . . .................................. 62
8.6.4 Business and Leisure Events .................................. 63
8.6.5 Cruise Tourism .......................................................... 64
8.7 The experience aspirations of modern
Western Market visitors .. ..................................................... 66
8.8 Aligning the offering ............................................................ 68
9.0 Delivering the Vision ..................................................... 72
Queensland Western Markets Tourism Strategy 2018-2025 1
Riverside, Brisbane
Executive Summary
The travel and tourism sector is booming, outpacing the increase spend and regional dispersal to deliver expenditure and
global economy, and many of the Western Markets continue jobs throughout the State. Based on research provided by Tourism
to increase their out of region travel (outbound travel that is Research Australia (TRA) and BDA Marketing Planning (BDA), this
beyond neighbouring destinations). The Western Markets have Strategy outlines strategic opportunities and recommendations to
always been crucial to Queensland’s tourism industry, currently leverage the aspirations and drivers of Western Markets and help
contributing more than $2.1 billion or 40.3% of total international position Queensland as a world class destination.
expenditure to the Queensland visitor economy1. Visitation has
grown on average by 3.8% per annum over the last five years
(since 2012). By 2025, Western Markets are expected to be worth OUR VISION IS:
$3.78 billion to the State’s economy.
A key distinction of Western visitors is their dispersal throughout INSPIRING WESTERN MARKETS
the State, with 31.3% of visitor nights spent outside of the major
TO EXPERIENCE THE
gateways of Brisbane, Tropical North Queensland (TNQ) and
the Gold Coast, fundamental in supporting regional Queensland BEST ADDRESS ON EARTH
economies and jobs.
Tourism and Events Queensland (TEQ) has developed the This vision is underpinned by an aspirational goal and objectives
Queensland Western Markets Tourism Strategy 2018-2025 (the that will help guide TEQ’s future activity, international marketing
Strategy) to maximise the potential of this significant group and and strategic decision making.
2 Queensland Western Markets Tourism Strategy 2018-2025
By 2025 Queensland will be recognised as the leading Australian destination
ASPIRATIONAL GOAL for market share, reputation and experience delivery by Western visitors
1. Increase overnight visitor expenditure (OVE) and visitation from
OBJECTIVES Western target markets supporting Queensland jobs
2. Win market share by accelerating efforts to target priority Western Markets
3. Attract and support increased aviation access from Western Markets
4. Increase average spend per Western visitor to Queensland
5. Increase the proportion of Western visitors travelling
beyond Queensland’s main gateways
A key focus of this strategy is on 1. Deliver consumer marketing into key Western Markets
Queensland building and maintaining
a balanced and diverse portfolio of 2. Enrich trade engagement to increase consumer awareness and encourage
established and emerging Western conversion
Markets. The Strategy identifies the
markets offering the highest share 3. Strengthen aviation access and strategic partnerships
of overnight visitor expenditure,
growth of visitation, potential to High 4. Prioritise infrastructure and investment to meet demand
Value Travellers, and the Queensland
experiences that align and appeal 5. Identify, understand and foster the development of high quality Queensland
to those target markets and deliver experiences
the essence of Queensland’s hero
experiences. Seven strategic directions 6. Attract Western visitors to experience the best events in Australia
and a series of targeted actions will be
required to achieve the vision, goal and 7. Leverage the tourism potential of the international education network.
objectives. These strategic directions are
comprehensive in scope, and include: BDA has prioritised Queensland’s Western Markets based on volume, expenditure,
maturity, propensity to travel out of region and preferences that align with Queensland’s
experiences. All Western Markets however, have a role in maximising economic and
social benefits and ensuring a diverse and resilient tourism and events industry.
The USA has been identified as the western source market offering the greatest potential
for Queensland to 2025. Market segments including youth, backpackers and working
holiday-makers across Western Markets, students from South America and the USA
and international students in other parts of Australia (considered domestic visitors
to Queensland) are important segments for the State. High-value visitors have been
identified as a priority for all Western Markets.
1 Tourism Research Australia (TRA), International Visitor Survey (IVS), Year Ending (YE) December 2017
Queensland Western Markets Tourism Strategy 2018-2025 3
Highlights from this Strategy include:
• The importance of Western Market visitors for Queensland’s regional and rural
communities due to their propensity to disperse beyond Brisbane, Gold Coast and TNQ
• P
rominence and value of the USA to Queensland in terms of the size of population,
propensity for outbound travel and the alignment of Queensland’s experiences with
their aspirations and travel drivers
• Understanding of TEQ’s Target Markets and Activations:
TEQ TARGET MARKET DEFINITIONS AND ACTIVATIONS
CATEGORY ACCELERATE DEFEND GROW KEEP IN VIEW
High value markets High value markets Lower value markets Lower value markets
DEFINITION
forecast to deliver forecast to deliver below forecast to deliver above forecast to deliver below
above average growth average growth average growth average growth
STRATEGIC Actively engage in Hold and grow
OBJECTIVE these markets to drive Queensland’s high OVE Increase OVE from these Monitor these markets for
and elevate visitor performance in these markets by raising desire, any potential opportunities
nights and OVE to markets, encouraging awareness and conversion and activations that may
Queensland repeat visitation to Queensland occur for Queensland
Success for Queensland in regaining market share will depend upon the coordinated
efforts of industry and government as the opportunities for implementation are wide-
ranging.
This plan forms the overarching strategic direction that will be used to guide TEQ
business decisions relating to the Western Markets and provide direction on how TEQ
will work to ensure Queensland reaches its vision, objectives, and KPIs to increase visitor
expenditure and share from the key Western Markets. These actions will:
• Ensure that all commercial partners of TEQ are working with ‘Best of Queensland’
experiences and effectively communicating Queensland messages that resonate
with each Western Market, to increase visitation.
• Align all consumer facing marketing to ensure experiences offered align with the
aspirations of the target Western Markets.
• Review the marketing mix that targets the Western Markets to ensure all content
used is focussed on the planning and booking patterns of the High Value Traveller.
4 Queensland Western Markets Tourism Strategy 2018-2025
1.0 Our Current Position
In the year ending December 2017, Queensland welcomed approximately 1.3 million
first time and repeat visitors from the Western Markets, with New Zealand, USA and
the United Kingdom the largest markets by volume. The Western Markets contribute
approximately $2.1 billion to Queensland’s economy. Expenditure increased on average
by 2.6% per annum over the last five years.
Visitation from the Western Markets has also grown by 3.8% p.a. on average over the
same period (see Figure 1), with strong growth by USA (á7.8% p.a.) and Germany (á3.4%
p.a.). Figure 2 illustrates the relative size of the Western Markets to Queensland.
Figure 1: Total Visitation to Queensland from Western Markets, 2013-2017
2,000,000 $2,400
1,800,000 é 2.6% P.A.
$2,200
1,600,000
$2,000
1,400,000
1,200,000
$1,800
é 3.8% P.A.
1,000,000
$1,600
8,00,000
600,000
$1,400
400,000
$1,200
200,000
0 $1,000
2012 2013 2014 2015 2016 2017
TOTAL WESTERN VISITORS TOTAL WESTERN EXPENDITURE
Source: Tourism Research Australia International Visitor Survey (IVS) YE December 2017
Queensland Western Markets Tourism Strategy 2018-2025 5
Figure 2: Western Visitation to Queensland by Western Markets, 2017
7% OTHER EUROPE
4% FRANCE
NEW ZEALAND 26%
9% GERMANY
4% ITALY
2% NETHERLANDS
5% SCANDINAVIA
2% SWITZERLAND
USA 17%
19% UK CANADA 5%
Source: Tourism Research Australia International Visitor Survey (IVS) YE December 2017
The Western Markets represent a significant economic opportunity towards 2025 due
to their length of stay and dispersal into Queensland’s destinations. Overall, visitors from
the Western Markets, regardless of purpose of visit, stay for a total of 22.6 million nights
or stay for an average of 17.3 nights each in Queensland (see Figure 3). Length of stay in
Queensland varies from market to market with New Zealand at 10.5 nights representing
the lowest average length of stay (ALOS) from a Western Market, and Italians having
the greatest average night’s stay at 48.5 nights (see Figure 4). Whilst visitor nights in
Queensland have fluctuated over the past five years, ALOS in Australia has decreased at a
greater rate. The challenge for Queensland is to encourage visitors from Western Markets
to continue to stay longer in Queensland through stronger positioning of the hero
experience offerings and activities that most closely align with key Western Markets.
6 Queensland Western Markets Tourism Strategy 2018-2025
Figure 3: Average Length of Stay (ALOS) of Western Markets to Queensland, 2012-2017
35
30
25
20
15
10
5
0
2012 2013 2014 2015 2016 2017
Source: Tourism Research Australia (TRA) International Visitor Survey (IVS) YE December 2017 QUEENSLAND AUSTRALIA
Figure 4: ALOS for visitors to Queensland by Each Western Market, 2017 (by nights)
NEW ZEALAND
USA
CANADA
UNITED KINGDOM
GERMANY
SCANDINAVIA
FRANCE
ITALY
NETHERLANDS
SWITZERLAND
OTHER EUROPE
ALL WESTERN MARKETS
0 5 10 15 20 25 30 35 40 45 50
Source: Tourism Research Australia International Visitor Survey (IVS) YE December 2017
Around 31.3% of Western visitor nights are spent outside of the major gateways
(Brisbane, Gold Coast and TNQ). Queensland’s unrivalled natural experiences, such as
the Great Barrier Reef and pristine coastal landscapes, coupled with its recognition as
a safe destination with friendly locals are significant drawcards for Western visitors and
encourage regional dispersal.
Queensland Western Markets Tourism Strategy 2018-2025 7
2.0 The Need for Action
The possibilities from Western Markets are significant but both are underperforming in these markets as only a small percentage
Australia and Queensland are not achieving their potential share. of outbound visitors are choosing to visit. Of the 47.2 million
Currently, Queensland captures 36.0% of Western Market visitors outbound visitors from the USA for example, Australia attracts only
to Australia, and has held or increased share in the Netherlands, 1.5% and of this 1.5%, 31.9% visit Queensland. Across all Western
Scandinavian, Switzerland and Italian markets since 2012. Markets, as evidenced in Table 1, Queensland has strong potential
Queensland’s share of Australian trips however, has generally to increase share of outbound trips.
decreased over the past decade. Both Australia and Queensland
Table 1: Queensland’s Current Share of Western Market Out of Region Trips
Out of Region
Target Total Out of Out of Region Trips Queensland’s share of
Population Trips to
Market Region Region Trips2 to Australia3 Total Australia3
Queensland3
USA 321.4 M 47.2 M 1.5% 232,100 32%
New Zealand 4.6 M 2.6 M 47.3% 456,800 37%
United Kingdom 65.1 M 17.2 M 4.0% 231,100 33%
Canada 35.9 M 9.3 M 1.7% 59,100 38%
Germany 81.4 M 9.4 M 2.1% 91,100 46%
Scandinavia 26.2 M 5.1 M 2.1% 47,100 41%
France 66.8 M 9.1 M 1.3% 44,200 36%
Italy 60.8 M 4.4 M 1.6% 26.100 32%
Netherlands 16.9 M 3.6 M 1.5% 21,100 37%
Understanding the key drivers and motivators of Western
visitors to 2025 and delivering experiences that match needs
and expectations are fundamental in ensuring Queensland gain
market share and build OVE to Queensland. Queensland seeks to increase
overnight visitor expenditure from
A balanced portfolio of Western, Asian and domestic activation Western Markets to $3.78 Billion by
presents the greatest potential to drive growth in Queensland’s 2025, contributing to the state’s visitor
tourism and events industry, build resilience to market economy and supporting up to 11,000
fluctuations and generate jobs in regional Queensland. Success additional direct and indirect jobs.
will depend upon the coordinated efforts of industry and
government.
2 BDA Western Market Research Report March 2017
3 TRA, IVS, YE December 2017
8 Queensland Western Markets Tourism Strategy 2018-20252.1 Strategic Links to Government priorities
The Queensland Western Markets Tourism Strategy 2018-2025 is The Strategy will also contribute to the outputs of Tourism
a key deliverable of the Advancing Tourism 2016-2020 strategy Australia’s (TA) Tourism 2020, which is a whole-of-government
which outlines the priorities for Queensland’s tourism and events and industry long-term strategy to build the resilience and
industry. The Strategy aligns with the Queensland Asia Tourism competitiveness of Australia’s tourism industry and grow its
Strategy 2025, Australia Strategy 2025, Queensland Government economic contribution. Together they identify the growth in
and destination strategies to deliver on the overall tourism vision the Western Markets to Australia and Queensland, and the
for Queensland, ‘inspiring the world to experience the best importance of a balanced approach to global markets.
destination on earth’.
Figure 2: Strategic Context of Tourism in Queensland
Federal
TOURISM AUSTRALIA TOURISM 2020
Advancing Tourism 2016-2020
2018-22 TOURISM AND EVENTS
QUEENSLAND STRATEGIC PLAN Inclusive Tourism
Making your business more accessible and inclusive
TEQ Marketing Strategy 2025 TEQ Events Strategy 2025
Queensland
DITID
Ecotourism Plan
State
Strategic Plan
2016-2020
Queensland Western
Queensland Asia Australia Strategy
Markets Tourism
Tourism Strategy 2025 2025
Strategy 2025
Queensland
International
Tourism and
Aviation International Education and
GBR Strategy Transport
Training Strategy
Framework Education Digital Strategy Strategy
2025 2016-2026
2017-2020
2025 Framework
Destination
Other Destination-
DESTINATION TOURISM PLANS
Specific Plans
Queensland Western Markets Tourism Strategy 2018-2025 92.2 Consultation and partnerships
TEQ commissioned BDA to undertake research on the current and potential position of
the Western Markets. This was followed by an extensive desktop research process and
consultations with industry and government stakeholders in Australia and overseas in
the following sectors:
• TEQ International Directors • Accommodation
• Government • Attractions and tours
• Regional Tourism Organisations (RTO) • Inbound Tourism Organisations
• Airlines • Distribution partners
Success in the delivery of agreed outcomes to grow Queensland’s competitive position
in Western Markets will require action by a range of stakeholders. Those critical to the
success of the Strategy include but are not limited to:
• A
ustralian Tourism Export Council • Queensland industry partners • Travel trade partners
(ATEC)
• Queensland international airports • Tourism Transport Forum (TTF)
• Business Events Australia
• Q
ueensland’s Regional Tourism • Q
ueensland Government departments
• Cruise industry partners Organisations including:
§§ Environment and Science
• Education institutions (Universities, • Queensland Tourism Industry Council
ELICOS, VET and schools) (QTIC) §§ Innovation, Tourism Industry
Development and the
Commonwealth Games
• Great Barrier Reef Marine Park • Strategic partners including but not
Authority (GBRMPA) limited to; Qantas, Flight Centre, Air §§ E
mployment, Small Business and
Training
New Zealand, Emirates Airline, Etihad
• Inbound Tourism Operators (ITOs) Airways, Virgin Australia, American §§ A
boriginal & Torres Strait Islander
Airlines, Delta Airlines, United Airlines, Partnerships
• Investment partners LATAM Airlines etc. §§ S
tate Development, Manufacturing,
Infrastructure and Planning
• Media partners • Tourism Australia (TA) §§ L
ocal Government, Racing and
Multicultural Affairs
• Queensland Convention Bureau • Tourism Research Australia (TRA) §§ Transport and Main Roads
10 Queensland Western Markets Tourism Strategy 2018-20253.0 Our Vision
INSPIRING WESTERN MARKETS TO
OUR VISION IS:
EXPERIENCE THE BEST ADDRESS ON EARTH
through brand, Connecting in a way that resonates with modern
INSPIRING integrated marketing Western visitors.
and events
Accelerate5: USA
in priority4 Defend: New Zealand, United Kingdom
WESTERN MARKETS
Western Markets Grow: Canada, Germany, France; and
Keep in View: Italy, Spain, Netherlands, Switzerland
Through cultural immersion in the Queensland
Queensland’s
lifestyle;
signature
TO EXPERIENCE authentic and friendly Queensland experiences; and
experiences
world-class nature including the Wet Tropics and
and events Great Barrier Reef.
By elevating the best tourism products through the
‘Best of Queensland Experiences’ program;
through quality and
building the digital capability of tourism businesses;
THE BEST innovation, enhance
and
destination offerings
providing innovative, quality products, experiences
and infrastructure.
Across our five experience pillars:
• Reef, Islands and Beaches
showcasing the • Natural Encounters
ADDRESS ON EARTH
best of Queensland • Discovery and Adventure
• Events
• Lifestyle, Culture & People
4 Market prioritisation will be evaluated and reassessed annually
5 Refer to Section 7.0 Queensland’s Target Markets for definitions
Queensland Western Markets Tourism Strategy 2018-2025 113.1 Goal, objectives, measures and 2025 targets
In pursuit of the vision, TEQ’s goal is that by 2025 Queensland will be recognised as the
leading Australian destination for growth, reputation and experience delivery by Western
visitors. The underpinning motivation for the Strategy is to deliver jobs for Queenslanders
and build a diverse, vibrant economy.
MEASURES &
VISION OBJECTIVES STRATEGIC DIRECTIONS
2025 TARGETS
1. Increase overnight visitor OVE from Western Markets:
expenditure (OVE) and $3.78 Billion* 1. Targeted consumer marketing
visitation from Western (supporting up to 11,000
Markets supporting additional jobs)**
Queensland jobs 2. Trade engagement
INSPIRING
2. W
in market share by Queensland’s share of
accelerating efforts to target Western Market OVE in 3. Aviation access
WESTERN & strategic partnerships
priority Western Markets Australia: 24% – 29%
MARKETS TO 3. Attract and support Total direct inbound arrivals
4. Infrastructure & investment
increased aviation access from Western Markets to
EXPERIENCE THE from Western Markets Queensland:
355,000 additional seats*** 5. Experience development
BEST ADDRESS 4. Increase average spend per Average spend per Western
Western Market visitor to QLD Markets visitor: $1,684 – $1,811 6. Events optimisation
ON EARTH 5. Increase the proportion Percentage of total Western
of Western Market Markets visitor trips to regions
visitors travelling beyond outside Queensland’s major 7. International education
Queensland’s three major gateways (Brisbane, Gold Coast,
gateways. TNQ): 30% – 32%
Queensland seeks to increase overnight visitor expenditure from Western Markets to $3.78 Billion by 2025,
contributing to the state’s visitor economy and supporting up to 11,000 additional direct and indirect jobs.
* This target was developed based on Tourism Forecasts 2017 published by Tourism Research Australia. Note: TRA reviews and revises the forecasts on an annual basis. Accordingly, TEQ will
review the target annually.
** Estimate based on expenditure forecasts in Tourism Forecasts 2017 published by Tourism Research Australia and job creation data in TRA’s Tourism State Satellite Accounts 2015–16
*** This target was developed based on Tourism Forecasts 2017 and Overseas Arrivals and Departures (OAD) for the YE June 2017.
Note: TRA reviews and revises the forecasts on an annual basis. Accordingly, TEQ will review the target annually. All targets are based on existing data sources at the time of publication.
Measurement of these is subject to the availability and consistency of these data sources. KPIs are industry outcomes and influenced by a wide range of stakeholders and partners.
12 Queensland Western Markets Tourism Strategy 2018-20254.0 Global & Western Trends
In 2016, travel and tourism accounted 4.1 The sharing economy
for approximately 10.2% of global Gross
Domestic Product, supported one in ten The sharing economy has grown in popularity, aided by connected devices and
jobs, and outpaced the world economy for information sharing. The sharing economy, also known as the peer economy
the sixth consecutive year7. or collaborative consumption, refers to peer-to-peer based environments that
directly connect consumers and providers. The most popular items traded include
Since 2000, most Western Markets have accommodation, cars, bicycles, household goods and transport.
continued to increase their out of region
travel, with the USA experiencing the These environments often offer a rating or review system that enables providers and
highest demand, followed by Germany. consumers to engage with each other. In most situations, the sharing economy has led to
Competition for these outbound visitors reductions in transaction costs and intermediaries. For visitors, the sharing economy also
from other destinations around the world provides the opportunity to engage directly with locals.
and across Australia has intensified.
New Zealand, Canada, UK, Germany, Unlike other collaborative economy technologies like Uber, at the time of publishing,
Scandinavia, Italy, Netherlands, Switzerland accommodation services such as Airbnb were not regulated by the Queensland
and Other Europe have all had 2-6% Government (however, local governments are adopting their own policies under planning
growth p.a. since 20128. regulations and procedures). Airbnb is a web-based platform that is used to connect
and coordinate renting of private property (matching hosts with visitors), of which the
In this same time competition from other company takes a guest service fee (between 6-12%) every time a reservation is booked.
destinations around the world and across Environments like Airbnb and holiday rental company Stayz increase the supply of
Australia has increased, and Queensland accommodation in terms of volume and variety, with the potential to drive growth of the
generally has lost market share of tourism industry and increase competition.
Australian trips from Western Markets
over the past decade; the importance In 2015–16, of all Airbnb bookings in the nation, the top visitor origins were:
of understanding the key drivers and
motivators of Western visitors to 2025 are • Australia (51%) • Singapore (3%)
fundamental in ensuring continued growth
for the State’s economy and balanced • United Kingdom (4%) • China (2%)
global markets.
• USA (4%) • Germany (2%)
With visitors from the Western Markets being most international Airbnb users in Australia,
Global Tourism Trends: the importance of Airbnb in terms of service quality, accommodation supply and variety all
play a role in how Western visitors experience Queensland’s lifestyle, people and products.
• L
iberalisation of air
services globally KEY AIRBNB FACTS FOR QUEENSLAND 2015–16:
• Fluctuating economic markets
• Growing choice of destinations 343,800 guests staying $217 million total
for travellers 586,700 nights contribution supporting
ALOS 1.7 nights 2,115 FTEs
• Increasing competition for, and
investment in, tourism
• Shift of global population to cities
Average rating is 4.7/5.0
• B
aby boomer propensity to travel the highest rating out of
133,300 bookings
is decreasing all states / teritories.
National average is 4.67/5.0
7 Travel & Tourism Economic Impact 2017, World Travel & Tourism Council
8 Year Ending December 2017, Tourism Research Australia
Source: Economic effects of Airbnb in Australia, Deloitte 2017
Queensland Western Markets Tourism Strategy 2018-2025 134.2 Key Trends
Aviation:
Technology has propelled innovation in
aircraft design and operation, especially
in response to high fuel prices. A recent
focus of the industry has been on T H E F I V E STAG E S
developing more efficient aircraft models O F T R AV E L
such as the Airbus’ A320neo and A350
and Boeing’s 737 MAX and 787 Dreamliner.
Composed of lighter materials with
improved aerodynamics and technical
systems to use less fuel to fly the same
distance, or the same amount of fuel
to fly further, these new aircraft open
up new routes which were previously
commercially unviable.
Due to Queensland’s distance from
Western Markets and dispersed population
centres, much of the current demand is
carried through hubs on one of the major
airline alliances. The main hubs servicing
Queensland are Los Angeles, Bangkok,
Singapore, Hong Kong, Abu Dhabi, and
Dubai. At the time of publishing the Middle
Eastern hubs offer the most capacity,
although Bangkok and Singapore are more
appealing hubs due to better connection
timing for United Kingdom, Germany,
France, Italy and Nordic outbound, in
terms of having a break in flights in the
middle of their journey. In the case of
United Kingdom visitors, the majority fly
to Queensland via the Middle East. There
is also a rise in Chinese hubs, with China
Eastern offering connections through
Shanghai, Air China through Beijing, and
China Southern through Guangzhou.
New aircraft technology may be ‘hub
busters’, with airlines increasingly able to
bypass hubs, for example Qantas’ non-stop
flight Perth-London.
14 Queensland Western Markets Tourism Strategy 2018-2025Social Media and Digital Experiences:
Social Media in 2017*:
Visitors are continuously looking for ways to research their upcoming travel experiences
through the dreaming phase, and document and capture their travel in the experiencing • O
ver 50% of the world’s
and sharing stages of the travel journey. With unprecedented rates of technological population is under 30 years
advancements, mobile technology has enabled digital experiences to rise, with visitors old, and 96% of millennials have
wanting to capture both iconic and unique photos, and share them through social media. joined a social network
Social media is more than a craze, and will continue to increase in importance into • I f Facebook were a country, it
the future. It is a marketing tool using user generated content that influences the way would be the 3rd largest
visitors choose and recommend all elements of their journeys. Visitors use social media
channels for inspiration and to research potential destinations and activities to participate • F
acebook’s fastest growing
in once they arrive. User generated content and word of mouth increases the credibility segment is 55 to 65 year-old
of experiences and products, with online reviews offering viewpoints other than those females
from the brand. The way businesses respond to these reviews through social media
humanises the brand, and can enable them to demonstrate quality customer service. • A
shton Kutcher and Britney
Spears have more Twitter
followers than the entire
combined populations of Ireland,
Sweden, Israel, Switzerland,
Norway, and Panama
• 5
0% of mobile internet traffic
in the United Kingdom is for
Facebook
• F
acebook tops Google for
weekly traffic in the USA
• YouTube is the second largest
search engine in the world
• There are over 2 billion blogs
• 78% of consumers trust peer
recommendations, while only
14% trust advertisements
Mt Etna, Capricorn Region
*Socialnomics, Erik Qualman
Queensland Western Markets Tourism Strategy 2018-2025 154.3 Responsible Tourism
Visitors from Western Markets are increasingly aware of the impact their experiences have
on the destination and are seeking out more sustainable forms of travel and organisations WET TROPICS
that focus on their environmental, social and economic impact. European consumers
WORLD HERITAGE
(especially in northern and western Europe) are concerned with sustainability, and expect
suppliers to at least implement sustainable practices similar to those of their home AREA
countries. Preference is given to suppliers displaying sustainability certification. A survey The Wet Tropics Nature Based
undertaken by the European Commission on Preferences of Europeans towards Tourism Tourism Strategy provides
indicates European visitors place the highest emphasis on sustainability at a destination direction for the tourism
level, followed by accommodation and then transport. management of a World
Heritage Area renowned for
In a survey by Booking.com in 2014, more than half of global travellers expressed its incredible biodiversity and
their likeliness to choose a destination based on its perceived level of environmental scenic natural beauty.
and social responsibility, with Australians and Americans leading the survey. However,
Brazilians indicated the highest interest in sustainable tourism, and visitors from the The Wet Tropics rainforests are
Netherlands and Denmark suggested that their travel plans were influenced by social or internationally recognised for
environmental factors9. their ancient ancestry and many
unique plants and animals. The
The Queensland Government acknowledges ecotourism as a key sector and its diversity of plants and animals
importance in assuring ecologically, economically and socially sustainable experiences, together with waterfalls, rugged
through the Queensland Ecotourism Plan 2016-2020 (Department of Environment and gorges and exceptional coastal
Science, previously Department of National Parks, Sport and Racing). The plan seeks scenery where the rainforest
to build Queensland’s reputation around the world as a tourism destination focussed meets the reef attract visitors
on conservation of the diverse landscape, unique natural wonders and significant from around the world.
cultural heritage. The care and sustainability of the natral and cultural assets strengthen
Queensland’s ecotourism industry in delivering world leading ecotourism experiences Tourism plays a key role in
and allow visitors to see their choice transform into positive impacts. Responsible tourism presenting the World Heritage
is also a focus of the Wet Tropics Nature Based Tourism Strategy and TEQ’s Great Barrier Area to millions of visitors
Reef activations. each year. The strategy seeks
to encourage a dynamic,
On the 16th September 2017, the UNWTO approved the Framework Convention on sustainable and professional
Tourism Ethics, covering the responsibilities of all stakeholders in sustainable tourism nature based tourism industry in
development, encompassing ethical and sustainable operations, right to tourism, the Wet Tropics and to ensure the
freedom of movement for tourists and rights of employees. In an interconnected effective protection of the Area’s
world where tourism is one of the world’s largest and fastest growing industries, unique values.
it is paramount that tourism development is done with full respect for sustainable
development, social issues, community development and labour issues. Fittingly, 2017
was announced as the International Year of Sustainable Tourism for Development.
9 MEcoWanderlust, Sustainable Tourism on the Rise, Steve William
16 Queensland Western Markets Tourism Strategy 2018-2025Inclusive Tourism:
The Queensland Government is committed to ensuring that all visitors can access
Queensland’s destinations, tourism products, facilities and services, as part of a
responsible and sustainable tourism policy. This signifies a huge potential market for
travel and tourism globally.
In 2011, the United Nations World Tourism Organization estimated that10:
1 BILLION PEOPLE 2 BILLION CAREGIVERS of the world’s population
globally live with of people with a are directly affected
a disability disability in the world by disability
In its 2011 Declaration, The United Nations World Tourism Organization (UNWTO)
predicted tourism will increase and experience sustained development, reaching 1.8
billion international tourists by 2030. As the segment remains vastly under-served due
to inaccessible facilities, there is a current opportunity to ensure full social and economic
inclusion of all persons, with directly benefits of promoting more inclusive tourism to
destinations.
Queensland has further made headway in this visitor segment, with the Gold Coast
hosting the largest para-sports program in the Commonwealth Games history. With
over 300 para-athletes competing in 38 events, the games was the perfect platform to
celebrate diversity and support inclusion. We aim to ensure that all visitors experience
the best address on earth, and that our industry live up to these same standards.
10 United Nations, Department of Economic and Social Affairs, Division of Inclusive Social Development, Promoting accessible tourism for all, https://www.un.org/development/desa/disabilities/
issues/promoting-accessible-tourism-for-all.html
Queensland Western Markets Tourism Strategy 2018-2025 175.0 Queensland’s Opportunity for Success
This Strategy provides the opportunity for Queensland’s tourism and events industry to
achieve a strong and balanced visitor market to the State. Five objectives will direct the
focus and decision making.
INSPIRING WESTERN MARKETS
VISION TO EXPERIENCE THE
BEST ADDRESS ON EARTH
Solothurn Rural Resort, Sunshine Coast
1. I ncrease overnight visitor expenditure (OVE) and visitation from
Western target markets supporting Queensland jobs
2. Win market share by accelerating efforts to target priority Western Markets
OBJECTIVES 3. Attract and support increased aviation access from Western Markets
4. Increase average spend per Western visitor to Queensland
5. Increase the proportion of Western visitors travelling
beyond Queensland’s main gateways
18 Queensland Western Markets Tourism Strategy 2018-20255.1 Objective 1: Increasing OVE
from target Western Markets
To propel the Western Markets beyond business as usual and maximise the most
benefits for the State, the primary objective of the Strategy is to increase overnight visitor
expenditure (OVE) to $3.78 billion in 2025. This target is 72.8% above current expenditure
estimates, or an additional $1.59 billion in visitor expenditure11.
In year ending December 2017, New Zealand contributed the highest share of visitor
expenditure by Queensland’s target Western Markets. Projections to 2025 suggest New
Zealand will remain as Queensland’s top Western Market by expenditure, with the USA
overtaking United Kingdom as the second biggest expenditure market to Queensland.
Figure 5: Current and Forecasted OVE Expenditure Share from Target Markets
4% FRANCE
9% GERMANY
NEW ZEALAND 28%
3% ITALY
2% NETHERLANDS
6% SCANDINAVIA
3% SWITZERLAND 2017
CANADA 6%
21% UK
USA 18%
4% FRANCE
10% GERMANY
NEW ZEALAND 27%
3% ITALY
2% NETHERLANDS
5% SCANDINAVIA
3% SWITZERLAND 2025
CANADA 8%
18% UK
USA 20%
11 Target developed based on Tourism Forecasts 2017 published by Tourism Research Australia (TRA)
Source: All expenditure data are sourced from Tourism Research Australia, Year Ending December 2017
Queensland Western Markets Tourism Strategy 2018-2025 19Magnetic Island, Townsville
5.2 Supporting objectives
Alongside increasing OVE, winning Spend per Western visitor in Queensland has typically been significant, partially due to their
market share from the Western Markets, generous annual leave times allowing them to stay longer. A boost in market share, OVE
enhancing aviation access and boosting and average spend can be achieved by focusing on the following factors:
average spend are fundamental to success.
Growing market share must include 1. The target markets – selected with a filter of yield as well as volume
both established (often repeat visitation)
markets, and the smaller and emerging 2. The quality of experiences offered – market intelligence shows that there is a
markets to ensure sustainable growth and willingness to pay for high quality experiences
a diverse market mix. Continuing efforts to
support air access improvements through 3. The distinctiveness of experiences offered – if an experience is not unique or
indirect hubs will be critical, especially distinctive, soon enough it will be under threat from a newer, cheaper, easier
given the increasing improvements in air alternative elsewhere
technology and long-haul routes.
4. A strong Queensland brand which involves some degree of exclusivity and is
supported by campaigns and partnerships – will provide a dividend for the State in
the form of higher yield.
The Western Markets are critical in supporting regional
Queensland as 31.3% of their nights are spent outside of
Queensland’s three major gateways (Brisbane, TNQ and
Gold Coast) compared with just 12.4% of Asian visitors.
20 Queensland Western Markets Tourism Strategy 2018-20255.3 Dispersing the benefits
Western Markets are ideal targets for experiences beyond Queensland’s three major
gateways and dispersing tourism benefits across the State, as they:
• Are predominantly Free Independent Travellers (FIT);
• Are often more confident than other international visitors in leaving the main hubs;
• Have a greater propensity to explore; and
• H
ave more generous annual leave packages allowing them the time to travel further
afield than other visitors.
Figure 6: Distribution of Western Markets visitors throughout Queensland’s Regions
BRISBANE
NORTH
QUEENSLAND
GOLD COAST
SUNSHINE COAST
WHITSUNDAYS
FRASER COAST
NORTHERN
CENTRAL
QUEENSLAND
MACKAY
BUNDABERG
DARLING DOWNS
OUTBACK
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
With just 31.3% of Western visitor nights are spent outside of the gateways however, there
is a significant opportunity to increase average length of stay (ALOS) and OVE in regional
locations across Queensland12.
12 Tourism Research Australia, International Visitor Survey, Year Ending December 2017
Queensland Western Markets Tourism Strategy 2018-2025 216.0 Queensland Experiences
and the Western Markets
6.1 Australia and Queensland experiences
6.1.1 Australia’s Experiences 6.1.2 Queensland
Tourism Australia has developed an Experience Framework Queensland boasts a variety of authentic and aspirational tourism
which aligns with the Queensland’s Experience Framework. This experiences which embody the Queensland story and unique
framework was developed from Consumer Research undertaken selling proposition. Those experiences are presented in the
since 2012 and has been vital to developing Tourism Australia’s Queensland Experience Framework which represents where
marketing activities. This research showed that Australia had Queensland has a competitive advantage and the best potential to
strong competitive differentiation in three areas: aquatic and drive visitation and expenditure.
coastal; food and wine; and nature and wildlife. The competitive
positioning has been further strengthened by a range of support To deliver on the Experience Framework, TEQ launched the Best
activities to promote Indigenous tourism, nature and wildlife, and of Queensland Experiences Program in September 2017. This
premium and special interest tourism experiences. program works to identify those experiences that best bring the
Queensland story to life and consistently deliver a high-quality
COASTAL FOOD & WINE; visitor experience. Focusing on these quality experiences as
ADVENTURE
& AQUATIC CITY
brand leaders will ensure Queensland is at the forefront of
SPORTS; HISTORY NATURAL BEAUTY; consumer expectations and continues to grow our share of the
& CULTURE WILDLIFE global travel market.
Figure 5: Queensland Experience Framework
Reef, Islands Natural Adventure Lifestyle, Culture
Events
and Beaches Encounters and Discovery and People
Great Barrier Reef Natural Landscapes Adventure Food and Beverage Participation Events
Experiences
Islands Wildlife Experiences Indigenous Food and
Dinosaurs and Experiences Beverage Events
Beaches Marine Life Fossicking
Experiences Local Characters Music Events
Diving and Theme Parks
Snorkelling City Experiences Festivals
Journeys
Sailing Outback and Arts and
Country Life Culture Events
Spectator Sports
22 Queensland Western Markets Tourism Strategy 2018-2025Research undertaken by BDA for each of the target Western Markets for Queensland
(Section 7) has been derived using Tourism Australia’s Experience Framework, which are
then aligned to Queensland’s key experience offerings and Experience Framework in
Section 8.
The tourism businesses that are identified as Best of Queensland Experiences are
those that consistently deliver outstanding experiences to Queensland’s visitors and
demonstrate great business practices.
Queensland’s Experiences will be exposed to Western visitors through the Queensland
Brand story.
CORE PROMISE Where Australia Feels Most Alive
PERSONALITY Accepting, non-judgemental, unpretentious, down-to-earth
Pride in Queensland, hospitality, authenticity, creating holiday
BRAND VALUES experiences that delight visitors – the holiday state
Feel connected with loved ones, friends, locals, the place, even
CUSTOMER with a deeper part of themselves. Relaxed. Happy. Energised.
BENEFITS Rejuvenated. A Queensland holiday lets you be “the person I want
to be” even if it’s only for the duration of the holiday.
There is a huge variety and different attributes will feature
depending on the communication, but some of the key ones are
ATTRIBUTES – beach, natural attractions, tropical islands, Great Barrier Reef,
Wet Tropics rainforest, theme parks, wildlife, events, dining and
shopping.
Aligning the Queensland Hero Experiences with the key appeals and experience
categories of Western visitors is fundamental in attracting visitors to Queensland.
Queensland Western Markets Tourism Strategy 2018-2025 236.2 What is the Best of Queensland Experiences program?
TEQ launched the Best of Queensland Experiences program in what constitutes a high-quality visitor experience. The assessment
September 2017. The program aims to continually improve the process is undertaken annually.
quality of visitor experiences available in Queensland, which will
help increase positive word of mouth, leading to an increase in The tourism businesses that are identified as Best of Queensland
visitation and expenditure. The program allows TEQ to identify Experiences are those that consistently deliver outstanding
those experiences that best bring the Queensland story to life experiences to Queensland’s guests and demonstrate great
and consistently deliver a high-quality visitor experience. business practices. They are the ones that will bring the
Queensland story to life and wow Queensland’s visitors with
The Best of Queensland Experiences program is based on quality, engaging and memorable visitor experiences. They
a robust and independent set of criteria that acknowledge are identified as the exceptional tourism products, events and
online customer reviews, respond to contemporary consumer iconic locations that deliver Queensland’s Hero Experiences
expectations and reflect industry best practice. The program is to our guests. Over time, the Best of Queensland Experiences
largely driven by customer sentiment and expectations, which will feature in TEQ’s promotional activity to drive visitation and
not only provides a clear focus for TEQ’s marketing activities, but expenditure to Queensland.
also sets measurable benchmarks for the tourism industry on
Southern Downs
24 Queensland Western Markets Tourism Strategy 2018-20257.0 Q
ueensland’s Target Western
Markets and their Potential
7.1 Identifying the Target Markets
To maximise Queensland’s competitive position in the Western Following independent research undertaken by BDA, as well
Markets, the following criteria have been used in target market as Tourism Research Australia, following extensive industry
selection: consultation, target markets have been identified across the
Americas, New Zealand, United Kingdom and Europe. Ten
• Awareness, consideration, • Consumer focus areas countries or regions have been recognised as sources of visitors
intention and out of region • Key strengths and with growth potential for Queensland, outlined below.
travel challenges
• Emerging markets • Aspirational experiences
• Potential growth • Overnight visitor expenditure
opportunities
Figure 7: Queensland’s Western Target Market Regions
Area
UK & Ireland Europe New Zealand The Americas
United Kingdom Scandanavia New Zealand USA
Norway Sweden
Canada
Finland Denmark
Countries/Regions
Netherlands
France
Italy
Germany
Switzerland
Rest of World:
Tourism and Events Queensland recognises markets outside
those listed above, especially those highlighted during
stakeholder consultation including the South American markets
of Brazil and Chile, as well as Belgium, Austria, Spain and Ireland.
Many of the markets within the Rest of World are monitored
through the Aviation Framework and were applicable through
programs such as Tourism Australia’s Aussie Specialist Program,
Australian Tourism Exchange, and TEQ’s consumer marketing
platforms (such as Queensland.com) and social media, public
relations and media hosting activities.
Queensland Western Markets Tourism Strategy 2018-2025 257.2 Consumer Trends in Booking Behaviour
Booking habits for Western visitors to Queensland are changing. Booking methods will vary in all source markets, depending on
Online travel agents are growing in prominence especially in the complexity of the travel journey (short-haul vs long-haul,
United Kingdom, USA and France. Direct bookings through number of destinations, length of stay). Many source markets will
platforms such as Booking.com are increasing, particularly for use a combination of booking methods to plan and book.
visitors from New Zealand and United Kingdom. Offline travel
agents still remain important in a number of key markets
including USA, Germany, Canada, and Italy.
Figure 8: Top Booking Sources for Out of Region Trips by Queensland Considerers
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
TRAVEL AGENT
TELEPHONE/IN PERSON
TRAVEL AGENT
ONLINE
ACCOMMODATION
ONLINE
AIRLINE
TELEPHONE/IN PERSON
TOUR OPERATOR
TELEPHONE/IN PERSON
ACCOMMODATION
TELEPHONE/IN PERSON
TOUR OPERATOR
ONLINE
OTHER
ONLINE
OTHER
TELEPHONE/IN PERSON
AIRBNB
AIRLINE
ONLINE
USA CANADA UK GERMANY
FRANCE ITALY NEW ZEALAND
The data above represents Australia's considerers and is sourced from Tourism Australia’s Consumer Demand Project.
http://www.tourism.australia.com/en/markets-and-research/market-regions.html
26 Queensland Western Markets Tourism Strategy 2018-2025Figure 9: Booking Behaviour by Key Western Source Markets for Queensland considerers
TRAVEL AGENTS ARE
DIRECT AIRLINE BOOKINGS
THE KEY BOOKING
ARE ALSO PROMINENT
METHOD, AND ARE
AND GROWING
CONTINUING TO GROW
USA Opportunity for engagemet and partnerships with airlines and
travel agents to ensure offering is in line with consumer needs.
DIRECT BOOKING IS THE MOST COMMON BOOKING METHOD,
AND IS CONTINUING TO GROW FOR MORE FAMILIAR
DESTINATIONS SUCH AS QUEENSLAND
Engagement with direct booking provers is likely to have the most impact.
NZ
DIRECT BOOKING AND TRAVEL AGENTS USED FAIRLY EVENLY,
THUS ONLINE TRAVEL AGENTS ARE GROWING STRONGLY
Range of online information sources, planning and direct booking
platforms are predominant, especially for Queensland considerers.
UK
TRADITIONAL INFORMATION
TRAVEL AGENTS ARE
SOURCES ARE POPULAR:
VERY IMPORTANT AND
WORD OF MOUTH, BROCHURES
ARE GROWING IN USE
AND GUIDE BOOKS
GER
Travel agents are the key Online travel agents are the key
booking method growing booking method
CAN FRA
Travel agents are the most
prominent booking method, Travel agents are the key
particularly given low familiarity booking method
with Queensnand
BRA ITA
Queensland Western Markets Tourism Strategy 2018-2025 277.3 The Competition
Queensland destinations feature eight times within Australia’s Marketing initiatives need to reflect the differing aspirations, age
most visited destinations by the Western Markets, with Brisbane groups, and segments of the Western Market to maximise yield
ranking the third most visited destination in Australia behind from visitors.
Sydney and Melbourne13. The top 20 most visited destinations
in Australia demonstrate the Western Market’s propensity to To 2025, TEQ and industry partners will promote the best of
disperse into Australia’s regions, with 13 of the 20 most visited Queensland experiences under the experience pillars. For
national destinations located outside of the capital cities. Western Markets the hero experiences of Reef, Islands, Beaches;
Natural Encounters will be vital in increasing consumer awareness
1. Sydney 11. Fraser Coast
of Queensland’s attractions, creating many drivers to visit and
2. Melbourne 12. Great Ocean Road attracting new segments. Non-tourism brands and industry
3. Brisbane 13. Townsville Region partners’ also have a huge role in broadening and deepening
4. Tropical North 14. Hobart and the South interest in Queensland as a world-class destination.
Queensland 15. Hunter
5. Gold Coast 16. Uluru Region Figure 10: Global Competition -
6. Perth 17. Southern Great Where Australia Currently Ranks
7. North Coast NSW Barrier Reef
8. Sunshine Coast 18. South Coast (NSW)
9. Adelaide 19. Alice Springs
USA NZ
1. France 1. Australia
10. Whitsundays 20. Darwin
2. Italy 2. USA
Globally, competition for Western Markets is strong, with 3. UK 3. Fiji
destinations in direct competition with Australia. Some of Australia (25)
these destinations do not have the same perceived barriers
such as distance from country of origin, transit considerations
and distances between key destinations such as TNQ to the UK DEU
Gold Coast. Islands within the South Pacific and some Asian 1. USA 1. USA
destinations, for example, Thailand, have similar climates and 2. India 2. Thailand
natural appeal, but are perceived to offer more value for money. 3. Thailand 3. China
Australia (25) Australia (13)
Queensland is acknowledged for its safety, low pollution, well
developed infrastructure without the crowds and the pristine
appeal of the natural environment.
CAN NORD
For North American visitors, European destinations (especially 1. France 1. USA
France, Italy and United Kingdom) have strong appeal and 2. Italy 2. Thailand
3. UK 3. China
are continuing to grow. Despite this competition, Australia and
Australia (17) Australia (12)
Queensland are holding their share of North American trips
(though as noted earlier, this share is well below what is possible).
Australia and Queensland’s share of New Zealand outbound
trips are declining, particularly to the USA and other Pacific
FRA ITA
destinations. This loss has been driven by discount airfares and 1. USA 1. USA
2. Thailand 2. Brazil
packages.
3. China 3. Thailand
Australia (24) Australia (14)
Australia faces strong competition from cheaper destinations
located closer to Western Markets. Leveraging the Australia
brand, marketing campaigns and signature experiences, as well NLD IRL
as Queensland’s Experience Framework, will become increasingly
1. USA 1. USA
important in promoting and converting the Western Markets.
2. Netherlands 2. UAE
3. Thailand 3. Thailand
While predominantly holiday visitors with long average stays and Australia (18) Australia (4)
high dispersal rates, the Western Markets are not homogenous.
13 At year end December 2017
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