Consumer/Domestic
Market Profile
Tropical North Queensland was visited by 798,000 Australian's for a holiday in the year to December 2011, a number which grew by 11% from the previous year and delivered 4.72M visitor nights for the region. Those traveling to the region for the purpose of taking a holiday represent 56% of all domestic visitors.
To achieve growth targets set out in the marketing plan for 2011-15, the current strategic direction of the Consumer/Domestic marketing team is to focus on our key source markets of South East Queensland, Sydney and Melbourne and to leverage marketing partnerships. This activity will continue to increase the region’s digital reach and strengthen Tropical North Queensland's destination appeal through mainstream and social media, publicity and multimedia campaigns. The team will work with regional brands to identify visitation opportunities in both shoulder and off-peak seasons to further grow TNQ's share of the visitor market to Queensland over 2012-13.