Queensland tourism markets

Source markets

The biggest source market for Queensland tourism is the domestic market.

Prior to the COVID-19 pandemic, China was Queensland's largest international source market, followed by New Zealand, Japan, the United Kingdom, Europe, and the United States. Emerging international markets include Taiwan, Korea, Hong Kong and India.

Special interest or niche tourism markets

Queensland's markets can also be categorised by special interest or niche, which describes visitors by their demographic make-up and the type of experience or product they are seeking. For example, some of Queensland's special interest markets are:

Responding to changes in Queensland's tourism markets

Understanding new tourism markets can give your business a competitive edge. It can help you work out how to respond to changing markets and consumer preferences and expectations. You may also be able to take advantage of new opportunities that changing markets present (e.g. by developing new products and experiences, or by reaching new customers).

The increasing use of the internet and mobile devices for researching and buying tourism products means that building an online presence – through social media channels and other online tools (particularly for bookings) - has become important for tourism businesses.

Guides on tourism markets

Read our detailed guides on Queensland's tourism markets, which include information about opportunities for businesses in:

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