Noosa has topped the Sunshine Coast and Queensland as the most desired travel destination, according to the latest National Visitor Survey figures for the December 2014 quarter.
Released last week, the statistics show an increase in interstate visitor numbers and spend in Noosa which Tourism Noosa CEO Damien Massingham said was fantastic news and reflected Tourism Noosa’s strategy to boost visitors and spend from these markets.
“The latest interstate visitor numbers for Noosa are up 26.6 per cent to 285,000, compared to the overall Sunshine Coast region up 15.7 per cent,” he said.
“The balance of the Sunshine Coast other than Noosa, recorded only 9.48 per cent meaning Noosa’s significant growth has boosted the overall Sunshine Coast results.”
Mr Massingham said it was “even more pleasing” that Noosa’s 26.6 per cent growth in interstate visitation was against a growth of only 2.3 per cent for the whole of Queensland.
Mr Massingham said a recent marketing campaign targeted to Sydney had seen significant growth from the Sydney market. “Our winter campaign expanded into Sydney this year and it is evident this has delivered results with Sydney numbers, nights and spend significantly up on the previous year,” he said.
“Sydney overnight visitor numbers are up 4.8 per cent to 86,000 visitors, which is the strongest result since 2010, and visitor nights are up 20.7 per cent to 565,000 with spend surging 14.9 per cent to $135.3 million.
“Spend is important to track because while it is great to have increased visitor numbers to the destination, it is important that they are spending while in the region.”
Mr Massingham said Tourism Noosa’s strategy had been to focus on high value visitors who were more likely to spend in Noosa restaurants, with tour operators and in retail.
Noosa Councillor Frank Wilkie said the data verified the strategy of targeting high-yield interstate and overseas markets was “bearing fruit”.
“The interstate visitor to Noosa is traditionally a higher value market and Tourism Noosa’s recent campaigns and activity into these markets are obviously producing dividends for the Noosa tourism industry and community as these latest figures show,” Cr Wilkie said.
“Our marketing campaign activity across digital, print and social media provides a constant presence in the interstate markets to ensure Noosa remains top of mind at all times.”
