Tropical North Queensland rebounds: Business travellers and sporting events drive recovery

For tourism and accommodation operators in Tropical North Queensland, the start of 2024 came with significant challenges as the region felt the impacts of Tropical Cyclone Jasper.

And while tourist numbers have begun to recover as accommodation operators welcomed back guests and the Captain Cook Highway reopened, the current cost of living crisis is impacting Australia’s holiday plans. 

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said that interstate school holidays had helped to lift occupancies to more than 70 per cent across the region, however the current cost of living had had an impact. 

“Winter school holidays are the peak visitation time for Tropical North Queensland, but the cost of living has impacted numbers this year,” he explained.

Business travellers and major events

However, business travellers and conferences are providing a valuable boost to the local economy.

According to the The International and National Visitor Surveys for the year ending March 2024, business visitors to Tropical North Queensland grew by 10.5 percent to 473,000 with a record 2.3 million nights.

“Business events pushed occupancies above 60 per cent in May with large conferences such as Cairns in Cannes delivering high-value visitors to the region in the shoulder season,” Mr Olsen said. 

Additionally, major sporting events such as Crankworx Cairns and Ironman Asia-Pacific brought additional visitors to the region during May and June.

International tourists 

The International and National Visitor Surveys showed total international visitor nights for Tropical North Queensland reached 5.4 million- 78.4 percent of 2019 international visitor nights. 

While international tourists have not returned to pre-COVID levels, the average length of stay has increased in all major international markets. 

Europe is Tropical North Queensland’s largest international market with 116,000 visitors staying 1.3 million nights. While visitation is down 27.1 percent from 2019, the average length of stay has increased from 0.7 nights to 11.3.

The average length of stay for the North American market increased by 0.2 nights to 5.8, with 103,000 visitors (down 21.9 percent) staying 592,000 nights.

Japan delivered 84,000 visitors (down 25.1 percent) with 424,000 nights increasing by 0.2 nights to an average length of stay of 5.1 nights.

However, there were only 16,000 visitors from China which was down 91.9 percent on 2019 numbers, contributing to the overall decrease in total international visitor numbers.

Mr Olsen said the growth in these markets was promising and new flight international services would only continue to boost tourist numbers

“International markets have been growing and will continue to do so as flight capacity increases with new services from Hong Kong, China, Christchurch and Bali secured,” he said.

And while the cost of living crisis continues to impact the domestic tourism market, the climate of Tropical North Queensland means the region remains a dream holiday destination for anyone living in the southern states. 

“Driving holidays continue to be popular with domestic visitors who are escaping the southern cold and enjoying our warm sunny weather to explore Tropical North Queensland.” Mr Olsen said. 

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Sarah Davison

Sarah is a freelance journalist with experience across print, digital and audio. After working for Multimedia Publishing as a contributing writer, she has recently joined the team in a part-time capacity for School News AU and AccomNews.