It is fantastic to look back on the year that was and reflect that Queensland consistently led the nation in tourism performance and visitor spending. Well done to all our operators and tourism employees, who have proven that Australians love to holiday in our nation’s sunshine state.
While a buoyant Australian market has kept our industry afloat, Queensland operators experienced varied levels of success over the summer holidays. Regions hugging major cities and those destinations easily assessable by car were much sought-after getaways for Queenslanders. Whereas, the tourist hotspots requiring more dedication to reach, unfortunately saw high fuel prices and airline costs put a dampener on holiday success. As the rising cost of living appears to be catching up with our tourism sector, some operators are beginning to feel the pinch of tightening belts.
While inter and intrastate travel has bolstered our tourism industry over the last few years, domestic tourism remains no substitute for the international market. It is a message that the QTIC team and I have been reiterating loudly over the last few months with government and media. The continuing success of our nation’s tourism industry hinges on the return of overseas travellers. A once booming sector of Queensland’s visitor economy, worth $6 billion annually, we have seen the value of international tourism shrink to $1 billion.
Now more than ever, as the appetite for international travel ramps up, our industry relies on the roll-out of impactful global marketing campaigns. In a saturated market, where virtually every country and city are competing for attention on the world stage, it is critical that Queensland and Australia position itself as a go-to destination.
A key priority for QTIC in 2023 will be the securing of funding for much-needed destination marketing. The QTIC team and I will be working hard in the new year to ensure that our tourism community is best placed to tackle rising cost of living pressures and to see the return of global visitors. Although 2023 presents some unique challenges and uncertainties, I remain convinced that our industry will continue along its path of recovery and renewal.
Kind Regards,
Brett Fraser
QTIC CEO
