Queensland leads domestic holiday market ahead of school holidays

Published Wednesday, 27 March, 2024 at 07:52 AM

Minister for Tourism and Sport
The Honourable Michael Healy

Lake Tinaroo camping. Credit TTNQ

Lake Tinaroo camping. Credit TTNQ

  • Queensland holds the leading position in Australia’s domestic holiday market and outperformed the national average in recovering international overnight visitor expenditure.
  • Queensland tourism operators will be boosted by up to $2.5 billion in visitor spending over the next four weeks of Easter school holidays.

Queensland remains Australia’s favourite domestic holiday destination, holding 28.1 per cent market share of the nation’s holiday expenditure in 2023, according to the latest data released by Tourism Research Australia (TRA).

Queensland’s total domestic overnight visitor expenditure (OVE) reached $28.3 billion last year, up 1.8 per cent year on year, including Brisbane, Southern Queensland Country, Townsville and Mackay regions all reaching record levels of domestic OVE.

TRA’s International Visitor Survey also showed the recovery of international visitor expenditure in Queensland is outperforming the national average. In 2023, international visitors were both staying longer - on average almost six nights longer - and spending more than they were in 2019.

The Brisbane, Sunshine Coast and Southern Great Barrier Reef regions reached record levels of international overnight visitor expenditure (OVE) last year.

This comes ahead of four weeks of Easter holidays, with forecasts of up to $2.5 billion in visitor spending across the state, from March 29 to April 29.

Contributing to the potential visitor spend are 18 Tourism and Events Queensland (TEQ) supported events being staged over the holiday period, expected to inject $32 million into the Queensland economy.

Queensland is calling on travellers to book a last-minute holiday this Easter school holidays at Queensland.com

Quotes attributable to Acting Tourism Minister Scott Stewart:

"Queensland continues to hold its rightful place as the country's number one holiday destination, while international travellers are also returning solidly.

“It has been a real boost to the tourism industry to see the return of international visitors to Queensland, reaching 94.4 per cent of 2019 spending levels last year.

“We broke visitor expenditure records from the New Zealand, Canada, Thailand and Indonesia markets.

“More Canadians visited Queensland and spent more than ever before in 2023, thanks to the expansion of flights between Queensland and Canada with aviation capacity at 113 per cent of what it was in 2019, supported by the Miles Labor Government’s Attracting Aviation Investment Fund. 

“Queensland tourism operators and small businesses also look forward to the annual Easter school holiday boost which injects billions into the Queensland economy.

“While most major markets are currently sitting at or above occupancy levels they were at ahead of last year’s Easter holidays, there is still capacity for last-minute bookings across Queensland.

“Our research has shown that seven in ten Australians feel like they really need a holiday right now, why not make it Queensland!

“With 18 TEQ-supported events across the state these school holidays there is something for everyone. From unique Outback Queensland experiences at Roma’s Easter in the Country and the Winton Way Out West Bad Festival, to country gems such as the Kalbar Sunflower Festival or the physical challenges of the Gold Coast Running Festival, Tour De Brisbane, and the Julia Creek Dirt n Dust Festival, Queensland has it all.”

Quotes attributable to Tourism and Events Queensland CEO Patricia O’Callaghan:

“Queensland has held the leading domestic market share position for holiday travel but we know there are challenges ahead as we continue to navigate cost of living and overseas competition.

“We are certainly seeing some good news with international travellers returning to Queensland, with three of our largest international markets now surpassing pre-pandemic visitor spending levels. TEQ is continuing to work closely with international trade partners as we continue to recover this market, with more than 80 international campaigns delivered in the last financial year to help boost the return of international travel to Queensland.

“Business events and travel also continue to prove they are a valuable opportunity for Queensland. Both domestic and international business travellers broke visitor expenditure records while in Queensland, with $5.1 billion in domestic OVE and $401.1 million in international OVE injected into the state’s economy last year.

“Looking ahead, Queensland’s incredible destinations, experiences and events continue to attract visitors in their millions every year and the 2024 Easter school holidays is no exception.

“Last Easter saw $2.5 billion spent by visitors in Queensland so there is big potential over the next four weeks.”

Queensland events supported through Tourism and Events Queensland (excluding business events) between 29 March to 29 April 2024

  • Roma's Easter in the Country 2024
  • Rare Spares Rockynats 04 2024
  • The Winton Way Out West Bad Festival 2024
  • Oceania Championships (MTB Downhill) (Brisbane Cycling Festival)
  • Pho3nix Gold Coast Triathlon - Luke Harrop Memorial 2024
  • U18 National Championships and Kevin Combs Cup National Championships (Basketball)
  • Billie Jean King Cup 2024 - Australia v Mexico
  • National Road Series (Brisbane Cycling Festival)
  • Tour de Brisbane (Brisbane Cycling Festival)
  • Australian Surf Life Saving National Championships (Aussies)
  • Gold Coast Film Festival 2024
  • Julia Creek Dirt n Dust Festival 2024
  • Kalbar Sunflower Festival 2024
  • Outback River Lights Festival 2024
  • The Cooly Classic & Gold Coast Swim Week 2024
  • Australian Body Art Festival 2024
  • Sunshine Coast Multisport Festival April 2024
  • Gold Coast Running Festival 2024



Media contact – Peter Michael 0477 948 091