When it comes to places to visit and things to do, Queensland has plenty to offer. Whether it's pristine beaches, untouched rainforests, or remote outbacks, the Sunshine State has it all. Domestic and international tourists visit in droves to see our unique wildlife and vibrant cities.
If you work in any sector of the Queensland tourism industry, then this article is for you. Learn how many domestic and international visitors Queensland received this 2023 and how it stacks up against bigwigs, such as New South Wales and Victoria.
Learn about the best places to visit in Queensland and why tourists choose to holiday in the Sunshine State. All the data can help you forecast demand during holidays and different seasons. You can use the data to create better marketing and promotion for your Queensland accommodation. It will also help you identify emerging trends and diversify your offerings when necessary.
Australian Tourism Statistics 2023
Let's look at the big picture before we zoom in on Queensland tourism.
Number of International Visitors who Entered Australia in 2023
> As of September 2023, 6,623,580 international visitors arrived in Australia for tourism purposes. It is up by 199.95% compared to 2022.
Reasons for Visiting Australia
> 40.4% of international arrivals said they were visiting friends and relatives in Australia.
> 34.6% of international arrivals stated the reason they went to Australia was for a holiday.
> 9% of international guests say they visited Australia for business.
> International students make up 6.4% of arrivals in the country.
> Employment and other reasons comprise 3.8% and 5.8% of Australian overseas arrivals, respectively.
Number of First-Time Visitors vs Return Visits
> 62.9% of international visitors have visited Australia at least once, while 37.1% stated that this was their first visit to the country.
Length of Stay
> International visitors stayed an average of 36 nights in the country and had an average of 2 stopovers.
Money, Money, Money: International Visitor Spending
> International visitors to Australia spent $34.4 billion in 2023 alone. That is up 389.4% from 2022.
> They spend an average of $6,347 per trip or $178 per night.
Where Do International Tourists Go?
> Based on June 2023 data, Brisbane is the top destination stated by international visitors when asked where they are going.
> Sydney follows at 17.21%, Melbourne at 10.64%, and Destination Perth at 7.24%.
> Tropical North Queensland is also one of the most visited places in the country at 6.47%.
> 6.16% of international visitors say they are headed to Adelaide.
Who Visited Australia in 2023? International Tourist Arrival By The Numbers
> New Zealanders are still our biggest fans, with 978,000 inbound trips as of June 2023. Kiwis spent a total of $1.7 billion during their stay. That is up 3% compared to June 2019.
> Visitors from the United Kingdom are next, with 537,000 trips to Australia. That is up 80% compared to June 2019, and they spent $1.7 billion during their stay.
> Next up are visitors from the USA. Americans made as many as 522,000 trips and spent $1.7 billion during their visit.
> Visitors from India placed fourth with 363,000 visits. Spending is up by 14% compared to June 2019 at $1.4 billion.
> Singaporeans are next with 309,000 inbound trips. They spent $1 billion during their stay in Australia.
What About Chinese Tourists?
China was Australia's most significant source of international tourists before the Covid-19 pandemic hit. However, the number of Chinese tourists to Australia has dropped significantly over the past three years due to China's Covid Zero policy, geopolitical tensions between the two countries, and economic conditions in China.
But we are seeing a rebound in the number of Chinese tourists visiting the country. In September 2023, Chinese tourists ranked second in short-term arrivals after the Kiwis.
The numbers have not rebounded to pre-pandemic levels, but the Australian government is working hard to bring Chinese tourists back to our shores.
Spotlight on Queensland Tourism
Now that we have the big picture let's focus on tourism in Queensland. First up is Domestic Tourism.
> Queensland's domestic tourism is on a rebound this year, with an impressive 25,268,000 domestic visitors based on 2023 data.
> More than 10 million visitors said they visited Queensland for a holiday, while 8,160,000 visited friends and relatives. The remaining 5,334,000 said that they visited Queensland for business.
> In total, domestic visitors spent a whopping $28.8 billion during their Queensland holiday, an impressive 48.3% jump from December 2019. It is attributed to increased tourist visits and spending per night.
> Major expenditure is on accommodation and other travel expenses, but keep in mind that inflation has affected spending, too.
So, where did Australian holidaymakers go in Queensland?
> Brisbane is still the leading Queensland destination, with 7,211,000 visitors recorded as of June 2023.
> The Gold Coast region follows this with 4,321,000 visitors, while the Sunshine Coast has 3,884,000.
> Southern Queensland Country (SQC) received 2,504,000 visitors, while Southern Great Barrier Reef (SGBR) received 2,314,000 domestic tourists.
> Townsville follows them with 1,076,000 visitors, and Tropical North Queensland has 2,541,000 domestic visitors.
> Mackay, Outback Queensland, Fraser Coast, and Whitsundays are popular Queensland destinations for domestic holidaymakers.
Queensland Holiday Tourism Revenue and Spend Per Visitor
> Queensland made an impressive $28 billion in domestic tourism revenue.
Spend per Domestic Visitor
> Brisbane - $961 per visitor
> Gold Coast - $1,299 per visitor
> Sunshine Coast - $1,136 per visitor
> Tropical North Queensland - $1,674 per visitor
> Whitsundays - $1,724 per visitor
Queensland Domestic Tourism vs Other States
> When it comes to domestic tourism, Queensland is still lagging behind New South Wales (36,183,000) and Victoria (27,820,000) at 25,268,000 visits.
What About International Visitors?
> As of June 2023, Queensland received 1,563,000 international visitors, contributing $4.3 billion in revenue to the state.
International Tourists Who Visited Queensland
Top 10 International Visitors
Check out Queensland's largest source of international visitors below.*
- New Zealand - 371,000 visitors
- United Kingdom - 184,000 visitors
- USA - 140,000 visitors
- Japan - 67,000 visitors
- India - 64,000 visitors
- Canada - 52,000 visitors
- Germany - 50,000 visitors
- Singapore - 42,000 visitors
- China - 38,000 visitors
- France - 32,000 visitors
Most Popular Cities and Regions in QLD for International Tourists
- Brisbane - 504,000 visitors
- Gold Coast - 275,000 visitors
- Tropical North Queensland - 193,000 visitors
- Sunshine Coast - 146,000 visitors
- Whitsundays - 68,000 visitors
- Townsville - 55,000 visitors
- Southern Great Barrier Reef - 45,000 visitors
- Fraser Coast - 34,000 visitors
* Data for the first half of 2023 only
Brisbane in Focus
> Number of International Visitors: 504,000
> Number of Domestic Visitors: 7,211,000
Reasons for Travelling to Brisbane
Domestic visitors
> Visiting family and relatives
> Holiday
> Business
International visitors
> Holiday
> Visiting friends and relatives
> Business
> Education
Gold Coast in Focus
> Number of International Visitors: 275,000
> Number of Domestic Visitors: 4,321,000
Reasons for Travelling to the Gold Coast
Domestic visitors
> Holiday
> Visiting family and relatives
> Business
International visitors
> Holiday
> Visiting friends and relatives
> Business
> Education
Tropical North Queensland in Focus
> Number of International Visitors: 193,000
> Number of Domestic Visitors: 2,541,000
Reasons for Travelling to Tropical North Queensland
Domestic Visitors
> Holiday
> Visiting friends and relatives
> Business
International Visitors
> Holiday
> Visiting friends and relatives
Sunshine Coast in Focus
> Number of International Visitors: 146,000
> Number of Domestic Visitors: 3,884,000
Reasons for Travelling to the Sunshine Coast
Domestic Visitors
> Holiday
> Visiting friends and relatives
> Business
International Visitors
> Holiday
> Visiting friends and relatives
Whitsundays in Focus
Number of International Visitors: 68,000
Number of Domestic Visitors: 765,000
Reasons for Travelling to the Whitsundays
International Visitors
> Holiday
Domestic Visitors
> Holiday
> Visiting friends and relatives
Townsville in Focus
Number of International Visitors: 55,000
Number of Domestic Visitors: 1,076,000
Reasons for Travelling to Townsville
International Visitors
> Holiday
> Visiting friends and relatives
Domestic visitors
> Holiday
> Visiting friends and relatives
> Business
Southern Great Barrier Reef in Focus
> Number of International Visitors: 45,000
> Number of Domestic Visitors: 2,314,000
Reasons for Travelling to the Southern Great Barrier Reef
International Visitors
> Holiday
> Visiting friends and relatives
Domestic Visitors
> Holiday
> Visiting friends and relatives
> Business
Fraser Coast in Focus
Number of International Visitors: 34,000
Number of Domestic Visitors: 765,000
Reasons for Travelling to the Fraser Coast
Domestic Visitors
> Holiday
> Visiting friends and relatives
International Visitors
> Holiday
Occupancy Rates at Queensland Accommodations
> Occupancy rate for Queensland - 75.1% (as of September 2023)
> Average Daily Rate (ADR) for 2023 - $263.59
> Revenue Per Available Room (RevPAR) for 2023 - $197.98
Tourism Gross State Product
> Direct Contribution - $10.3 billion
> Total Contribution - $21.5 billion
Queensland Tourism Employment Statistics
> 134,000 direct-filled jobs in tourism
> 206,000 total filled jobs in tourism
> 32.4% increase in total employment in the tourism sector
Percentage of people employed in tourism vs other sectors (Queensland only)
> Tourism - 4.4%
> Agriculture, forestry, and fishing - 3.7%
> Mining - 1.6%
Percentage of Jobs in the Queensland Tourism Industry
> Food (restaurants, cafes, and similar establishments) - 30%
> Retail trade - 15%
> Accommodation - 14%
> Travel agency and tour operator services - 9%
> Transportation (air, water, etc.) - 8%
> Sports and recreation services - 8%
> Bars, clubs, taverns, etc. - 6%
> Others - 7%
Tourism Consumption in Queensland
> Domestic Intrastate - $17.7 billion
> Domestic Interstate - $6.8 billion
> Domestic same-day travel - $5.1 billion
> International - $2.1 billion
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