China has emerged as the shining light in what was a challenging 2009 for Queensland's international tourism industry, Tourism Minister Peter Lawlor said today.
Mr Lawlor was commenting on Tourism Research Australia's International Visitor Survey for the year ended December 2009, which revealed 153,000 Chinese visitors came to Queensland, up 16 percent on the year before.
Chinese visitors also spent $287 million in Queensland, a significant 35 percent more than during 2008, making them the fourth highest spending market.
"Over the past five years the Chinese market to Queensland has grown faster than any other, from 14th in 1999 to now being our fourth largest while visitor numbers have almost quadrupled over the last decade.
"Tourism Queensland has invested heavily in the China market and has had full-time representation in Shanghai for more than a decade.
"As part of the Tourism Action Plan to 2012 the State Government allocated more than $1 million for activities in China and this week a group of 25 tourism operators from Tropical North Queensland, the Gold Coast, Brisbane and the Whitsundays are travelling to China as part of a Tourism Queensland-led sales mission - Queensland on Tour.
"China is one of the markets with the best long-term growth potential for Queensland and we will continue to be at the front of ensuring Queensland remains top of mind for Chinese visitors planning an overseas trip."
Mr Lawlor said overall the global financial crisis had continued to impact on international travel to Queensland with 1.97 million international visitors travelling to Queensland in 2009, a decrease of four percent.
Much of this decrease could be attributed to the ongoing decline of the Japan market, which fell 24 percent over the year to 205,000 visitors.
"The Japanese market continues to be affected by a range of factors, including the economic downturn, consumer confidence and swine flu," Mr Lawlor said.
"As Queensland is the most popular state for holidaying Japanese, this downturn has contributed to Queensland's overall results.
"On a positive note however, since the introduction of direct flights from Osaka and Tokyo to the Gold Coast in October and December 2008 respectively, Japanese visitors to the Gold Coast have increased significantly - growing eight percent in 2009 to 116,000.
"Additionally, while still a relatively small market, the number of Japanese visiting the Whitsundays also grew significantly last year from 6000 to 9000, an indication that the Best Job in the World campaign, which was hugely popular in Japan, is having an impact."
Mr Lawlor said Tropical North Queensland was the region most impacted by a decline in the Japanese market, which dropped 45 percent to 89,000 visitors.
"The Japanese market into Tropical North Queensland has been a challenge, with the reduction of air capacity into Cairns, the global financial crisis and H1N1 all contributing factors," Mr Lawlor said.
"Next month however Jetstar will reinstate flights between Osaka and Cairns thanks to a joint deal between the airline, Cairns Airport and the State Government - a strong indication in confidence in the future of the Japan market.
"These flights are being supported by marketing initiatives through Tourism Queensland and other tourism partners including Tourism Tropical North Queensland, Tourism Australia and Cairns Airport."
Mr Lawlor said Japan remained Queensland's third largest international market and Tourism Queensland and its partners were committed to the market.
In positive news, visitors to Queensland from Germany were up five percent to 81,000, while French visitors increased 29 percent to 44,000 and Taiwanese visitors increased 19 percent to 50,000.
Backpackers to Queensland, particularly out of the UK and Europe, also increased two percent to 370,000 during 2009.
"This is an indication that the Best Job in the World campaign is having an impact as the social media aspect of the campaign meant it appealed to this market more than any other," Mr Lawlor said.
Mr Lawlor said visitors from New Zealand decreased three percent to 398,000 while UK and US visitors decreased two percent to 247,000 and 157,000 respectively.
While New Zealanders also spent less on their trip to Queensland during 2009 ($531 million, down 8%), Americans spent $21 million more ($285 million) than in 2009 while Brits spent the same amount - $466 million.
"Given 2009 was one of the worst years on record for international travel, particularly for those travelling on holiday, it is positive to see that overall Queensland's major international markets held their own and signs are positive for a return in travel confidence in 2010."
Mr Lawlor said on a region-by-region basis, Queensland had recorded a mixed bag of international visitor results including: (information on all Queensland regions is available in the attached table)
Brisbane
913,000 international visitors travelled to Brisbane in 2009, 2% percent more than during the previous year, largely buoyed by the holiday market, which made up more than half of all international visitors and increased by 4%.
Holiday nights were up by 25% to 5.6 million, thanks in part to the strong overseas working holiday market, while international visitors stayed 3.5 million nights with friends and relatives, a 12% increase on 2008.
Expenditure was down by six percent to $1.3 billion.
Brisbane recorded strong growth in the Chinese, Taiwanese and Indian markets - (China up 47% to 63,000), (Taiwan up 26% to 34,000), (India up 8% to 14,000).
German visitors also increased 14% to 50,000, French visitors were up 37% to 26,000, however Brisbane's largest market New Zealand was down 7% to 156,000.
Gold Coast
The Gold Coast performed strongly in 2009 with 813,000 international visitors (up 2%) visiting the Coast, largely buoyed by the Chinese market (up 12%) to 102,000, and the Japanese market, which increased by 8% to 116,000. The US market also increased 22% to 33,000 and the Taiwanese market increased 33% to 24,000.
Overall, nights were down by 6% to 7.7 million.
The crucial international holiday market, which made up more than three quarters of all visitors to the Gold Coast in 2009, increased by 5% to 648,000, however holiday nights were down 5% to four million.
Expenditure remained steady at $1 billion.
Sunshine Coast
International visitors to the Sunshine Coast declined slightly (-1%) in 2009, with 277,000 visiting the region, however the number of nights they stayed was up by 9% to 2.6 million.
Visitation was buoyed by the UK, Canadian and French markets, with 62,000 Brits staying o n the Sunshine Coast (up 2%), 12,000 Canadians (up 20%) and 10,000 French - double the number who visited the region in 2009.
International visitors spent $222 million on trips to the Sunshine Coast, 20% more than during 2008. The Sunshine Coast was most popular with New Zealanders, with 79,000 Kiwis (down 1%) spending 665,000 nights (up by 4%) in the destination.
The Whitsundays
The Whitsundays recorded a positive result in 2009, with international visitors spending $156 million in the region, 16% more than in 2008.
Visitor numbers and nights also increased, with 223,000 visitors (up 1%) spending 1.3 million nights (up 5%).
Visitors from Japan, the US, UK, France and Scandinavia all increased, an indication that the impacts of Tourism Queensland's Best Job in the World campaign may be starting to be felt.
Tropical North Queensland
Tropical North Queensland continued to struggle from the decline in Japanese visitors, the region's second largest international market (which dropped 45% to 89,000).
Overall international visitors to the Tropical North were down 14% to 651,000. This was however a smaller decline than during the last reporting period for the year to September 2009, where international visitors to Tropical North Queensland decreased by 17%.
Nights decreased 3% to 6.2 million while expenditure decreased by 19% to $813 million.
On a positive note, visitors from China to Tropical North Queensland were up 41% to 41,000 with the number of nights they spent up 69% to 125,000.
The introduction of Jetstar's direct flights between Osaka and Cairns in April was a strong vote of confidence in both the destination and the Japan market and a more positive 2010.
Fraser Coast
International visitors to the Fraser Coast were down 5% to 191,000 in 2009 while nights were down 15% to 753,000. The UK, the region's largest international market, showed good growth however with 57,000 Brits visiting, 2% more than during 2009. This was largely attributed to the strong backpacker market.
Townsville
Townsville's international visitor numbers decreased by 2% to 142,000 in 2009, but visitors stayed longer - spending 1.3 million nights in the region, 7% more than during 2008.
The region recorded good growth out of two of its top markets - the UK and US. 40,000 Brits (up 11%) spent 229,000 nights in the region (up 13%) while 12,000 Americans (up 20%) spent 232,000 nights in the region (up 63%).
Mr Lawlor said overall, 2009 had been a particularly tough year for global travel with most countries throughout the world recording drops in international visitors.
"There are however indications of a return in confidence in global travel this year and while it is still too early to say we are out of the woods, the signs are positive," he said.
"The Queensland Government is committed to generating interest from international markets and will do its utmost to maximise the benefits for Queensland, including exploring new marketing opportunities, encouraging new air services into Queensland and supporting aviation partners."
