A SPECIALIST Tourism Report

Australian Tourism Report

October 15, 2018

Check out the leaderboard for the NEW States of Holiday

The states go head to head - the winners and the losers!

The Australian Tourism Leaderboard (ATL) is an independent, political spin-free guide to how the states are doing in tourism. Its an open and honest appraisal of performance over time. While a week in politics maybe a long time, a year in tourism isn't long enough to judge marketing tactics or successful strategies. Rampant short-termism and the political art of reporting only "good" nu...

October 15, 2018

Introducing the 'Australian Tourism Leaderboard'

The states go head to head - the winners and the losers!

The Australian Tourism Leaderboard (ATL) is an independent, political spin-free guide to how the states are doing in tourism. It's an open and honest appraisal of performance over time. While a week in politics maybe a long time, a year in tourism isn't long enough to judge marketing tactics or successful strategies. Rampant short-termism within government agencies and the political art of rep...

October 14, 2018

Regional Highlights: Domestic Q2

The regional highlights looks at the results for several regions from both a tactical and strategic perspective and considers the relevant state impact. The reports are available on a paid subscription basis for all regions, within the normal data limits. 

Gold Coast

Download ATR Market View: Gold Coast Interstate Holiday Visitors, YE Jun 2018

The Gold Coast remains locked into a long term decline. The solution is known, however political interference and a lack of a...

May 2, 2018

Tourism is worth $55.3 billion to the Australian economy.

A big, bold statement that puts the industry into context. In FY17 the visitor economy grew 6.1% in nominal terms, which is the third year in a row that the visitor economy has grown faster than the overall Australian economy. Thanks to the continued growth of international visitors, tourism contributed 10% of Australia's export earnings. As a result, there were almost 600,000 people working directly in the tourism industry, or 4.9% of the...

May 1, 2018

This time the State Leader Board looks at the economic direction of the visitor economy within the states and territories over time (FY07-FY17). As the profile of each state economy is different, it's not the size of the economic contribution of tourism that provided direction (Total GSP Share), but rather in a 'boom time' for tourism, what direction is the economic contribution taking in each state and what is the corresponding impact on tourism employment (Total Employment Share).


May 1, 2018

The long slow decline in Queensland's ranking within the Australian tourism industry continues. The latest 'State Satellite Accounts' (FY17) indicates that Queensland's former status as the gold standard in tourism has been further dulled. Whilst tourism remains a large and important part of their economy, Queensland has become increasingly insular and it appears unable and/or unwilling to maintain it's share of tourism. The  same report however, has further highlighted the tourism juggernaut th...

February 12, 2018

The tourism industry in Australia reached a spectacular milestone last year - 100 million visitors. In the 12 months up until the 30th June 2017, there were more than 100 million overnight visits across this amazing country. A weekend at Zilzie beach; a trip to see the family in Gunnedah; a little peek at the Opera House; a backpacker pulling beers at the North Gregory Hotel; a quote for a new kitchen in Karratha; having some x-rays up in Launceston; fishing off Darwin; or studying international...

February 12, 2018

Tourism Has A Choice - More or Less. 

In FY17, the Queensland tourism industry had a record number of overnight visitors - but still lost $3.5 billion in expenditure to the other states. Though the state election is over, the tourism industry in Queensland faces a stark choice. The industry can choose more of the same - and continue to get less... or choose to get more. Simple right?

The still reasonably new chairman at Tourism Events Queensland, Brett Godfrey, alluded to the issue in his first ma...

February 12, 2018

Australian Domestic Holiday Boom!   Queensland, not so much...

Since 2008, domestic holiday visitor expenditure in Australia has boomed 32% - however during this boom, Queensland lost market share. (How do you do that?) In fact over the last ten years, every other state and territory (aside from South Australia, -0.1%) have increased their market share at Queensland's expense. In state of origin terms, in 2008 Queensland smashed NSW by an amazing $1.3 billion dollars more in additional holiday vi...

February 12, 2018

The 'Asia Strategy' is a big ONE! 

On the first birthday of the 'Asia Strategy', (actually it was back in August), here is a quick look at the progress from all those additional funds and the additional staff...

Target: The media release said "...aspires to make Queensland the leading Australian destination in market share..."

Result: In terms of Asian visitor numbers to Australia, Queensland's share dropped from

32.4% when the strategy was launched last year, to 30.8% this year. In 2008,...

February 12, 2018

Did someone mention China?

Look away! You're not supposed to know this - apparently.

Total visitor expenditure from China in Queensland went backwards in 2017. (You didn't see the press release? Neither did anyone else....)

For the first time in yonks, China went the way of Queensland market share - down. Total visitor expenditure was DOWN 3.4% and holiday visitor expenditure was DOWN 15.0% - yep, down. Bet you didn't think you'd see that in print for a few years yet.

How did everyone else do, you a...

February 12, 2018

The research about the research

Who knows what, when and where... and why aren't they sharing?

Ten years ago in 2008, TEQ spent $3.2 million dollars on tourism research. In 2017 TEQ spent just $1.3 million.  In 2008 the focus was on understanding the consumer, in 2017 the focus was on acquiring data. More of the same then? Even $1.3 million can buy great information, however the gatekeeper munchkins keep it hidden in draws or cabinets (or deny it exists) to avoid politically sensitive scrutiny, me...

February 12, 2018

Honest Conversations with Industry

We have to talk...

The fall in visitor expenditure from China raises an even more important issue - trust and credibility. The China result was a significant change in the behaviour of one of Queensland's largest and most important tourism markets - but there was no mention, no press release, no briefing. no nothing. There were more than 2,000 words written in the international visitor summary (yep - counted every one) with pithy headlines like 'Setting new recor...

February 12, 2018

How does the government know if more of the same is working?

Short answer - they don't.

Well it's a bit of a problem. The government sets the measures within the Service Delivery Statement (SDS). Unbelievably, there are no specific measures to do with the total number of visitors or holiday visitors to Queensland. In fact there are no tourism visitor specific measures at all. (Maybe that's the problem?) There are four measures to do with events and visitors; one measure around "publicity"; one aro...

February 11, 2018

Across Australia there are some outstanding people working to support and grow the tourism industry at local, state and national government levels - and many of them are in Queensland.  Can they stop Queensland haemorrhaging market share or will more of the same people do more of the same?

The FY17 TEQ annual report provides an interesting snapshot of more of the same - except where it's not! 

  • Just six executives earn almost 10% of the entire $18m wages bill.

  • In FY17 the six executives we...

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