Queensland tourism industry on knife edge with fears over Easter holiday bookings

There are fears Queensland’s record-breaking tourism run is about to come to a shuddering halt. Find out why.

There are fears Queensland’s record-breaking tourism run is about to come to a shuddering halt, with “deeply concerning” bookings leading into the vital Easter period.

Statistics released by Tourism Research Australia last Wednesday showed Queensland continued to ride the post-Covid-19 bubble with another year of record growth, but industry representatives are concerned that bubble could be about to burst in the wake of Cyclone Alfred and rising cost-of-living pressures.

The state government has already leapt into action, launching a multi-pronged tourism blitz featuring ad campaigns, holiday incentives and subsidised airfare sales in a co-ordinated assault worth more than $6m.

However Queensland Tourism Industry Council CEO Natassia Wheeler said the sector needed more support as it faced one of its most challenging periods.

“Our visitor numbers are under significant pressure … forward occupancy data is deeply concerning across key markets,” she said.

“Our tourism industry is facing one of its most challenging periods.

“It’s time to stand behind our tourism operators – they are the backbone of regional economies and the future of Queensland’s economic growth.”

She pointed to the domestic holiday market as an area of particular concern, with travellers staying for less nights and spending less money on Queensland getaways than in 2023.

Queensland Tourism Industry Council CEO Natassia Wheeler

The Big Red Group oversees a number of tourism-related holiday operators including Red Balloon and Experience Oz and CEO David Anderson said many Gold Coast tourism businesses in particular were still grappling with the aftermath of ex-Cyclone Alfred, with tourism bookings plunging by up to 95 per cent over the March 3-9 period.

“The impact of this extreme weather will be felt for months to come, affecting not only operators but also the wider local economy, which depends on steady visitor numbers,” he said.

“Despite many popular tourist attractions reopening, they continue to face challenges with low visitor numbers ahead of peak school holiday travel periods.

“This uncertainty has been exacerbated by a significant dip in consumer confidence.”

Easter is traditionally a goldmine for the state’s tourism sector and a concerted push is already underway to entice travellers over the impending holiday period.

Queensland Tourism Minister Andrew Powell said the state government was committed to helping tourism operators from one end of the state to the other weather the storm.

“That’s why we’re investing millions of dollars in campaigns to entice visitors to Queensland with airfare, accommodation and attraction deals,” he said.

“Queensland is open for business, and we look forward to seeing you here for Easter.”

Queensland reached a record $35.3bn in total overnight visitor expenditure in 2024, exceeding the national average in most major categories including total overnight trips (up 4.8 per cent opposed to a 2.1 per cent national average), visitor nights (up 2.2 per cent compared to a drop of 1.2 per cent nationally) and expenditure (up 2.8 per cent versus a 0.9 per cent increase nationally).