Trends in tourism
A RECENT industry briefing by Tourism Queensland discussed trends and issues of international tourism markets, with downfalls across several markets.
The conference was held in Cairns on Monday and director for the tropics and Great Barrier Reef Jeff Gillies explained economic factors as the reason for the downfall.
“In the western markets, which include New Zealand and broader Europe, UK and USA, we’re seeing some slow down in performance,” he said.
“It fluctuates across the market with downfalls from 3 per cent to 15 per cent and the predominant reason is state of economies in those international markets, there’s an economic recession cutting deep across the UK.
“The USA market is showing some signs of positivity, even though it’s still down it’s not a greater degree than what it has been.
“The New Zealand market obviously has been affected by their natural disasters but there is some growth in the region and that comes from an increased flight capacity.”
Both the Japanese and Chinese markets have shown growth, but these visitors tend to spend much less time in the Douglas region than tourists from the western markets.
In the domestic market, Tourism Queensland has just launched another major marketing campaign called Vitamin Me, designed to target capital cities.
“It’s a cheeky position around the discovery of a fantastic new resource called vitamin me, connected to indulging yourself rewarding yourself and taking a Queensland break to recharge,” Mr Gillies said.
“The campaign will run over nine months with a strong focus on tropical North Queensland and will lead into booking for winter period.”
On the back of successful international campaigns “Best Job in the World” and “Million Dollar Memo”, Tourism Queensland is now focussing on selling Queensland to the many international markets.
“We’ve created awareness through the live events for incentive business and now are basically going into a sales period,” Mr Gillies said.
“What that means is if you look at www.queenslandincentives. com.au, it is set up to sell incentive experiences and Queensland operators should make sure they have good itineraries and presence on that website to take full advantage.”