Spring break we all need
Data shows big surge for state destinations
QUEENSLAND’S cabin fever is set to burst through the gloom of the coronavirus pandemic with an extraordinary bookings bonanza for the September school holidays. Lockdowns and border closures have taken a huge toll on the state’s tourism industry, but the silver lining leaves millions of Queenslanders ready to dust off suitcases and backpacks for what is shaping as the most promising holiday spending spree of the year.
Data from leading travel company Wotif reveals demand for some Queensland holiday destinations is vastly higher than in 2019 before Covid had emerged as a global threat to tourism.
It comes as Tourism and Events Queensland launches its own marketing blitz with huge discounts on some of the state’s most iconic tourism experiences in a bid to encourage gun-shy residents to explore the state.
In partnership with News Corp’s Queensland mastheads, TEQ has been offering dollar deals for incredible Sunshine State experiences including Hervey Bay whale watching tours and Village Roadshow theme parks annual passes.
Interest in Bundaberg for the September holidays is tracking an incredible 295 per cent above 2019 levels, while Port Douglas is up 290 per cent on the same period.
The Whitsundays (up 180 per cent), Hervey Bay (175 per cent) and Cairns (140 per cent) are other centres set for a longoverdue influx of visitors over the holidays, based on Wotif data.
The Gold Coast, Sunshine Coast, Brisbane, Cairns and the Whitsundays were the most popular destinations overall.
While there is no escaping the pain caused by the absence of
interstate and international visitors, Queenslanders alone have traditionally accounted for by far the biggest slice of the state’s travel scene, contributing more than $10bn of the $26bn in economic impact in 2019.
With Queensland now enjoying relative freedom compared to southern states, tourism marketing bodies are hoping the state’s biggest tourism market will come through in its hour of need.
Wotif managing director Daniel Finch said the huge volumes of traffic on the popular website should give tourism operators cause for some optimism heading into the holidays after months of gloomy tidings.
“The good news for Queensland travellers, is that with neighbouring states in lockdown, the September school holiday period poses a unique opportunity for Queenslanders to back themselves and see more of their own state,” he said.
“It’s a smart time to travel with the family, as fewer interstate travellers means there’s better availability and value on offer, then what we’d typically see over the school holidays.
“What we saw last year and what we know remains true this year, is that the ability to support tourism operators is a top consideration for travellers.”
TEQ analysis of holiday trends shows a surge in getting back to nature and unsurprisingly, a move towards destinations within a drive radius rather than long-distance flights.
Chief executive Leanne Coddington said analysing trends could help operators take advantage of shifts in traveller behaviour.
“Holidays are becoming more about taking time out to reconnect with nature and each other, and at TEQ we partner with industry to both showcase Queensland as a safe destination and profile the incredible range of visitor experiences we offer, catering to the needs of every type of traveller, through our marketing campaigns and activity,” she said.
“Experiencing nature, in particular, walking, hiking and visiting natural sites, and dining out and experiencing local produce rates highly in our latest consumer sentiment research.”
Queensland Tourism Industry Council chief executive Daniel Gschwind said it was encouraging to see an appetite for travel among Queenslanders heading into
the September school break.
“They may have brought the horizon closer to home, but it is pleasing that people are still looking to get away,” he said.
“Consumers have become so gun shy through the lockdowns and border closures that it has certainly had a huge impact on bookings.
“But to hear places experiencing such strong demand is definitely an encouraging sign because the intrastate market is still a very substantial slice of the pie.
“With a run of good weather and hopefully the increased freedoms for Queenslanders can remain and deliver some confidence for travel these holidays.”