Queensland to Target Asian Tourists
Queensland is vying to become the leading destination for Asian visitors. The strategy from now until 2025 will be released by Premier Annastacia Palaszczuk at the Connecting to Asia Forum which is to be held in Cairns.
The end goal of the new strategy is to increase expenditure from the Asian markets to over $6.8 billion.
The aim of the strategy is to deliver an increase in overnight visitor expenditure from Asian markets to $6.8 billion. Key target markets for the strategy are China, S.Korea, India, Indonesia, Singapore, HK, and Taiwan.
Kate Jones, Queensland Tourism Minster described how“The Asian economy is growing at a phenomenal rate, doubling in size every 16 years with travellers taking 181 million trips in 2014, forecast to increase to 286 million by 2020. The rise of the millennials and free and independent travellers has also changed the way we need to operate. Asian free and independent travellers to Australia grew by one million in the last decade from 1.6 million in 2005 to 2.6 million today. The strategy – developed by Tourism and Events Queensland – identifies the key markets needed to accelerate activity to maximise overnight visitor expenditure, win market share, increase aviation access, grow average spend and facilitate regional dispersal. We are already seeing the impact from this growing market with Asian travellers now representing nearly half of international visitor nights in Queensland.”
Premier Palaszczuk said that, “In order to stand out in this highly competitive global environment it is essential the Queensland tourism industry is equipped and ready to welcome increased visitor numbers. The Queensland Asia Tourism Strategy 2016-2025 aspires to make Queensland the leading Australian destination in market share, reputation and experience delivery for Asian travellers.”