Queensland tourism figures boosted by Victorian migration

The mass migration from the southern states may be causing some growing pains, but it’s great news for Queensland’s tourism industry.

IF you can’t beat ‘em, join ‘em.

New data released on Wednesday has revealed Queensland remains the country’s top tourism state – ironically with the help of one of our biggest rivals.

NSW, Queensland and Victoria have traditionally been in a three-way race for tourism supremacy, but the coronavirus pandemic has shifted the scales in Queensland’s favour.

Not only did Queensland record a huge surge in domestic visitor spending, but the Sunshine State also welcomed a large increase in the number of Victorian visitors, with many of them here to visit friends and families who relocated during the pandemic.

Tens of thousands of Victorians have moved to Queensland in the past three years, and while they don’t count towards tourism statistics, visitor numbers from that state increased 91 per cent on the previous year to 1.98 million in the year to September, according to data from Tourism Research Australia.

Brisbane is basking in a tourism boom fuelled largely by new arrivals from southern states and the friends coming to visit them. Picture: istock

Almost half a million Victorians travelled to Queensland purely to visit friends and relatives.

The phenomenon is pronounced in Brisbane, with 687,000 Victorians visiting the River City in the past year, an increase of 20% from 2019.

The bulk of travellers were in town visiting family and friends following mass migration to Brisbane from Victoria and NSW during the pandemic.

Lord Mayor Adrian Schrinner said Brisbane was appealing to a new generation of residents and the city’s tourism sector was reaping the benefits.

“Our newest residents have been great ambassadors, showcasing local hot spots and leaving an impression on loved ones,” he said.

“The fact we are attracting so many visitors from Melbourne is proof of Brisbane’s credentials as an arts and entertainment hub.

“Institutions like the Brisbane Powerhouse, QAGOMA, and QPAC alongside dozens of boutique galleries and unique music venues like the Fortitude Music Hall have helped cement that reputation.”

Brisbane Lord Mayor Adrian Schrinner. Picture: Richard Walker

Ruth Tupper is one of the thousands of new arrivals in Queensland after relocating from Melbourne during the pandemic with her partner Kieran Smith.

Now living in Brisbane, she said her friends and family from southern states loved the excuse to visit Queensland.

We weren’t sure if we’d like Brisbane before we moved, because we didn’t know many people up here, but soon realised how much we love the lifestyle,” she said.

Ruth Tupper and Kieran Smith moved from Melbourne to Brisbane during the pandemic. Her parents Alison and Neil Tupper have come to visit for Christmas. Picture: Patrick Woods

“We have a lot of friends in southern states who like to escape the cold weather, enjoy the sunshine and spend time in our pool,” she said.

“We love to take them out around Brisbane to all of our favourite spots.”

The Gold Coast also welcomed record numbers of Victorians.

Queensland is the country’s top tourism performer in terms of domestic visitor spending ($24.5 billion) – incredibly 25 per cent higher than before the start of the pandemic and a new all-time record.

It was marginally ahead of NSW, but well clear of Victoria, which has often been ahead of Queensland in the past.

Combined with international visitor spending, the Queensland tourism industry is worth slightly less than the $27b from 2019, but with international borders closed for three months of the reporting period, it is likely an all-time record will be set when the next statistics are released in March.