Queensland tourism markets

Visitors to Queensland can be broken down into 2 categories—domestic and international. Domestic visitors account for the majority of Queensland's tourism market, with international visitors representing a smaller but equally important market segment.

Queensland's core international visitor markets include China, the United Kingdom, New Zealand, Japan and the United States. Emerging growth markets include India, Korea and Southeast Asia.

Queensland's tourism 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
• international education
• business events.

Visitors often seek unique and purpose-driven tourism experiences, such as dinosaur and fitness (PDF, 672KB) tourism, or may consider the sustainability practices of your business when making travel decisions.

Responding to changing markets

Understanding new markets gives your business an advantage. It helps you adapt to changes in markets and consumer preferences. You can seize new opportunities, like creating new products and experiences, or by reaching new customers.

For tourism businesses, having strong digital capabilities is crucial. Tourists use the internet and mobile devices to research and buy tourism products and services. It is vital to build an online presence through social media and other online tools.

Also consider...

• Learn about international tourism markets through detailed Tourism and Events Queensland guides.
• Find additional information and resources to understand Queensland's tourism markets.
• Read the latest tourism industry research.
• Learn about Queensland Tourism Week—an annual event focused on learning, connecting with other tourism businesses, and recognising Queensland tourism excellence.