Queensland tourism markets

Source markets

Queensland tourism primarily targets domestic travellers.

Before COVID-19, China led as the top international market, followed by New Zealand, Japan, the United Kingdom, Europe, and the United States. Emerging markets include Taiwan, Korea, Hong Kong and India.

Tourism and Events Queensland provides:

• detailed guides on Queensland's international tourism markets
• additional information and resources to understand Queensland’s tourism markets.

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
• fitness tourism (PDF, 672KB).

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 more about the tourism investment attraction opportunities in Queensland.
• Read the tourism market profile for a summary of key Queensland tourism research and statistics.
• Learn about the DestinationQ partnership between the Queensland Government and the tourism industry.