The latest figures from Tourism Research Australia reveal a record-breaking visitor spend of $10.6 billion for the year ending March 2024. This marks a 29.4 per cent increase from 2019, with domestic spending rising 7.1 per cent year-over-year, to $7.4 billion, and international spending up 10.9 per cent from 2019, to $3.2 billion.
Brisbane has become a magnet for visitors from Canada, New Zealand, South Korea and the US.
South Korean visitors saw a remarkable increase of 35.6 per cent from 2019, bolstered by new direct flights to Seoul. Canadian visitors also surged by 23.9 per cent during this period.
International visitors are arriving in greater numbers and staying longer, with the average stay increasing by 2.6 nights to 21 nights in total.
Lord Mayor Adrian Schrinner highlights the allure of Brisbane, saying, “With our world-class hotels, restaurants, lifestyle precincts, tourism experiences and packed calendar of events, Brisbane is bringing visitors more to see and do than ever before.
“Be it for business or leisure, international and domestic travellers are extending their stays and enjoying our fantastic lifestyle for longer, benefiting our local businesses and strengthening our economy.”
Global publications such as TIME, Frommer’s and The New York Times have recognised Brisbane’s rise in prominence. The city’s commitment to supporting new and expanding aviation routes has significantly contributed to the resurgence of major international tourism markets.
Southern states of Australia are also contributing to Brisbane’s tourism boom. Visitors from Melbourne increased by a record 27.4 per cent year-over-year, to 719,000, while visitors from Sydney rose by 8.2 per cent, to 915,000.
Domestic business travel is also thriving, with visitors up 13.5 per cent, to 1.8 million. This surge is driven by Brisbane’s booming economy, attractive “bleisure” (business and leisure) credentials, and a growing calendar of high-profile conferences and business events.
Brisbane Economic Development Agency CEO Anthony Ryan emphasises the city’s strategic marketing and economic growth as key drivers of the tourism surge.
“The brand of Brisbane is fast becoming the hero of Australia’s visitor economy,” he says. “Brisbane’s visitor economy is surging across leisure and business travel, thanks to our growing global reputation, enviable lifestyle and tourism offering, and our booming economy, which is forecast to grow 68 per cent, to $275 billion, by 2041.”
Brisbane Economic Development Agency’s marketing campaigns have significantly boosted holiday visitation from domestic and international markets. The successful “Brisbane Favours the Bold” campaign generated more than $70.6 million in potential economic benefit and $6.2 million in bookings during the campaign period.
The latest data highlights a record increase in holiday visitors from Sydney, up 19.8 per cent year-over-year to 229,000, with Melbourne holiday visitors also seeing a significant rise to 224,000.
“We look forward to welcoming those visitors chasing our warm winter sunshine and fantastic lifestyle,” says Mayor Schrinner.
Brisbane’s National Visitor Survey results: Year ending March 2024
- Total expenditure: $7.4 billion, up 7.1 per cent year-on-year (YoY) (record).
- Total visitors: 7.2 million visitors, up 2.3 per cent YoY.
- Total visitor nights: 22.4 million nights, up 3.6 per cent YoY.
- Holiday visitors: 2.2 million visitors, down 10.3 per cent YoY.
- Visiting friends and relatives (VFR): 2.8 million visitors, down 4.2 per cent YoY.
- Business visitors: 1.8 million visitors, up 13.5 per cent YoY.
Brisbane’s International Visitor Survey results: Year ending March 2024
- Total expenditure: $3.2 billion, up 10.9 per cent on 2019 (record).
- Total visitors: 1.2 million visitors, down 17.7 per cent on 2019.
- Total visitor nights: 25.7 million nights, down 5.1 per cent on 2019.
- Total spend per visitor: $2609, up 33.7 per cent on 2019.
- Average length of stay: 21 nights, up 2.6 nights on 2019.
- VFR visitors: 445,000, down 2.1 per cent on 2019.
- Business visitors: 130,000, down 8 per cent on 2019.
- Employment visitors: 29,000, up 34.6 per cent on 2019.
Source markets to Brisbane
- Intrastate total visitors: 4 million, down 4.7 per cent YoY
- Interstate total visitors: 3.2 million, up 0.9 per cent YoY
- Sydney total visitors: 915,000 visitors, up 8.2 per cent YoY
- Sydney holiday visitors: 229,000, up 19.8 per cent YoY (record).
- Melbourne total visitors: 719,000 visitors, up 27.4 per cent YoY (record).
- Melbourne holiday visitors: 224,000 (record – percentage not reported).
- New Zealand: 232,000, up 1.3 per cent on 2019 (record).
- United Kingdom: 136,000, up 5.3 per cent on 2019.
- United States of America: 111,000, up 1.3 per cent on 2019 (record).
- South Korea: 58,000, up 35.6 per cent on 2019 (record).
- China: 87,000, down 68.5 per cent on 2019.
- India: 44,000, up 1.2 per cent on 2019.
- Canada: 48,000, up 23.9 per cent on 2019 (record).
- Japan: 46,000, down 1.7 per cent on 2019.
