Deep south still in love with us
SYDNEY and Melbourne holidaymakers can’t seem to get enough of their Noosa fix with the latest tourism research figures showing almost a 30% jump in interstate visitor numbers.
And Tourism Noosa’s stakeholders has been bolstered by the Tourism Research Australia data as they prepare to ramp up their winter promotional campaign.
Tourism Noosa CEO Damien Massingham said: “Noosa’s interstate visitor numbers are up 29.1%, while Queensland increased 9.2% and the overall Sunshine Coast region declined by 6.8%”
“This stand-out result is also reflected in visitor nights to Noosa, with a 30.5% increase in interstate nights.
“This is against the regional trend, with the Sunshine Coast overall experiencing a drop of 16.2% in interstate visitor nights.”
Mr Massingham said the influx of interstate visitors also meant greater holiday spending, with interstate expenditure up 23.6% to $347 million.”
“Our winter campaign in particular last year targeted our key interstate markets with strong brand and tactical activity, delivering powerful destination messaging as well as a range of ways for our members to promote their businesses,” he said.
“We had a specific focus on Melbourne and Victoria during this campaign with a host of activity that aimed to create both desire to visit and conversion to book a Noosa break, an objective that was undoubtedly met based on this latest data.
“Visitor numbers to Noosa from Victoria were up 45.4% and nights up by a remarkable 53%.
“Our activity into NSW also clearly resonated with visitor numbers up 33.5% and nights rising by 21%.”
The one concern was the growth from the Brisbane market was softer at 6.1%, but Mr Massingham said this is trending above both the state and regional results. These incredibly strong results reinforce Noosa as a leading holiday destination for Australians, with more than 781,000 visitors coming to the Noosa region, the highest result in eleven years”.
“What is also pleasing is that these results underpin the latest international results for Noosa which saw inbound numbers jump 4.4% and spend surge by 27.6%.”
“Probably the most important result was that total visitor expenditure in the Noosa region, including domestic, international and day trip visitation, increased by 13% to now reach 819.4 million.”