Queensland tourism 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.
For detailed guides on Queensland's international tourism markets, visit Tourism and Events Queensland.
For other information, statistics and resources which will assist your business in understanding Queensland’s tourism markets, visit Tourism and Events Queensland.
Special interest or niche tourism markets
Queensland's markets can also be broken down to special interest or niche markets, which describe visitors by their demographic make-up, and/or the type of experience or product they are seeking. For example:
- Indigenous tourism
- nature-based tourism
- accessible tourism (PDF, 3.7MB)
- international education (PDF, 538KB)
- fitness tourism (PDF, 672KB).
Responding to changing markets
Understanding new 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 use of the internet and mobile devices by tourists for researching and buying tourism products means that increasing your digital capabilities and building an online presence through social media channels and other online tools (particularly for bookings) has become critical for tourism businesses.
- Learn more about the tourism investment attraction opportunities in Queensland.
- Learn more about data on visitors to Australia and Queensland.
- Find more tourism statistics on the Australian Bureau of Statistics (ABS) website.
- Last reviewed: 22 Jul 2022
- Last updated: 22 Jul 2022