International visitors spending more per night on Fraser Coast
International visitors to the Fraser Coast are spending more as the destination continues to strengthen its appeal in key global markets, new tourism data shows.
Information released in the latest International Visitor Survey (IVS), year ending December 2015, shows global visitors were happy to pay for quality Fraser Coast product, upping their average spend per person, per night for the quarter.
Interim General Manager of Invest Fraser Coast, Leigh Bennett, said that although the average length of stay was down on the previous reporting period, increased spending was an encouraging sign.
“It reinforces the calibre of our product, that once international visitors are here they are prepared to open their wallets and enjoy the best of what we have to offer,’’ Mr Bennett said.
Whilst overall visitation remains steady with 0.0% movement (127,000 travellers) for the year ending December 2015, key markets including the United Kingdom and Europe rose by 7% and 3% respectively. This was largely on the back of the Australia’s Nature Coast (ANC) campaign – a joint initiative with Visit Sunshine Coast.
More New Zealanders crossed the ditch to experience the Fraser Coast, with the IVS showing a 4.3% rise in Kiwi visitors.
“It is pleasing again to see strong results in our targeted European markets. The Australia’s Nature Coast Campaign has been hugely successful in this time-period and received gold at the Queensland Tourism Awards and Silver at the Qantas Australian Tourism Awards,’’ Mr Bennett said.
“Whilst it is disappointing to see a drop from the North America markets, it has been off quite a low base and is in line with our surrounding neighbours. With direct flights from Canada to Brisbane starting in June, we are interested to see how those figures respond.
“The big take-out from this report is continuing to develop the experiences on offer in our region and enticing visitors to stay extra days. Initiatives such as international mentoring of operators, potential new drawcards such as the anticipated HMAS Tobruk decision and a winter campaign going to market earlier than ever before are all being worked on by the FCO team,” he said.
Derek Foulston, On-site Manager for The Bay Apartments and Board Member for Invest Fraser Coast said he was looking forward to the release of domestic figures.
“After a strong summer season this year, we are anticipating some good results in the domestic visitor statistics that will be released in the coming weeks.”
“These results indicate challenges for the Fraser Coast, however there are many initiatives being worked on, such as partnering events and operators to encourage longer visitation,” said Mr Foulston.
For more information on the Fraser Coast, head to visitfrasercoast.com.au.
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