By JOLENE OGLE
NOOSA has become the backpacker capital of the Sunshine Coast, according to the latest figures from the International Visitor Survey (IVS) released by Tourism Research Australia.
Sunshine Coast Destination Limited (SCDL) CEO Simon Ambrose said the survey results showed an 11.5 per cent increase in backpacker numbers to Noosa.
“Backpackers now represent more than 55 per cent of Noosa’s international visitors, and evidence suggests backpackers tend to return later as higher-yielding tourists that will benefit the whole of Sunshine Coast,” he said.
Tourism Noosa CEO Damien Massingham said the increase in backpackers to Noosa was wonderful and said successful campaigns targeting travellers had paid off.
“Tourism Noosa has led the charge in directly targeting the important backpacker/adventure market, partnering with TNT Magazine in the UK and Europe and conducting extensive retail agent roadshows around Australia,” he said.
“It’s pleasing to see these efforts have resulted in the latest increases in adventure travellers to Noosa.”
Overall, the survey found the Sunshine Coast, including Noosa, continued its double digit international visitor growth with a 10.6 per cent increase in overseas arrivals fuelled by tourism campaigns in northern Europe and New Zealand.
The figures were announced on Wednesday and found the UK took over as the Sunshine Coast’s international source market, up 23.7 per cent to 59,000, followed closely by New Zealand with 58,000 visitors, with Germany once again producing the highest growth figures with a 30.6 per cent increase.
The strong growth in international arrivals saw the Sunshine Coast attract 257,000 visitors for the year until 30 June 2015.
Mr Ambrose said SCDL campaigns in Europe -especially Germany – as well as New Zealand were producing sustained benefits for all local areas within the Sunshine Coast region.
“The benefits of targeting mature markets such as Germany, the UK and New Zealand – which really understand and appreciate the diversity of what the Sunshine Coast offers – continues to pay dividends,” Mr Ambrose said.
“The English may have won the Ashes, but they’re voting with their feet and escaping England to come to the Sunshine Coast!”
Mr Massingham said an increase in international visitor numbers was great for the region, and Tourism Noosa would continue to focus on increasing visitor spend in Noosa.
“We implement strategies to build visitor spend to ensure the local economy benefits, which has resulted in our international visitor spend tending up,” he said.
“Tourism Noosa has had an incredibly proactive strategy to grow the UK market in recent years and it’s pleasing to see these efforts ultimately benefitting the region as a whole.
“An active campaign to leverage UK media coverage around the British and Irish Lions’ visit to Noosa, a focus on retail agent training via our in-market representative and a recent consumer campaign in partnership with Holster Australia and Turquoise Holidays, a high-end UK wholesaler, are just some of the initiatives that have boosted awareness of the broader region and visitation to Noosa.”
