Major events key to keeping bush tourism ticking

A multimillion-dollar play to add to Queensland’s quirky calendar of iconic events encouraging travellers to stay longer and spend more has been unveiled.

A multimillion-dollar play to add to Queensland’s quirky calendar of iconic events encouraging travellers to stay longer and spend more has been unveiled as the blueprint for the future of the state’s regional tourism heartlands.

With international travel shut off overnight at the start of the coronavirus pandemic, many regional Queensland centres have experienced record-breaking tourism numbers over the past three years, but with restrictions eased, many holiday-makers are now setting their sights further afield.

It has presented many of Queensland’s major tourism regions – particularly outside the traditional hot spots of Brisbane, the Gold Coast, Sunshine Coast and tropical Far North Queensland – with the major challenge of holding on to their increased slice of the travel pie.

An increased commitment to creating – and retaining, signature events for bush communities has emerged as a major piece of the puzzle, with the state government committing $20 million to a Queensland Music Trail road trip events from the outback to the far north.

A long-term funding deal has also just been locked in for the iconic Mount Isa Rodeo, while the Big Red Bash and Outback Masters Golf tour have also been strengthened to help deliver rivers of tourism gold to the bush.

Crowds at this year’s Big Red Bash at Birdsville

Tourism and Events Queensland CEO Patricia O’Callaghan said events were a major driver of visitation into the state’s regions.

“This year our It’s Live! in Queensland events calendar is expected to bring $750 million into our visitor economy,” she said.

“TEQ played a direct role in creating the now national award-winning Outback Queensland Masters which continues to grow from strength-to-strength.

“We’ve just announced another three-year funding agreement with the Mount Isa Rodeo and of course there’s a large range of incredibly unique events (across the state).

“The strength of our events sees thousands of people travel just to be part of them and this is a major part of our strategy as we aim to build a $2b global events calendar in the lead up to hosting the Brisbane 2032 Olympic and Paralympic Games.”

She said a marketing blitz across the regions would help remind potential travel audiences of the unique experiences offered in the Sunshine State.

“Through additional State Government funding, TEQ has funded dozens of new destination marketing campaigns and initiatives across Queensland’s regions including the Marine Mecca campaign for the Fraser Coast, the Savour Food Festival in Southern Queensland Country and the Wellness Bathing Trail featuring a series of natural springs throughout Outback Queensland,” she said.

Tourism Minister Stirling Hinchliffe also highlighted the importance of evens in bringing travellers to regions outside the major cities.

“We know unique world-class events are important for encouraging Australian and overseas visitors to explore more of regional Queensland’s great lifestyle,” he said.

Peter Walsh with Michelle Hui (left) and Chloe Cain promote the Outback Queensland Masters golf series at Winton.

“That’s why the Palaszczuk Government is investing $20 million in the rollout of Queensland Music Trail road trip events from St George and Charleville to the state’s Tropical North.”

Outback Queensland Tourism Association CEO Denise Brown said there were unique opportunities for regional operators, despite the trend of more Queenslanders heading on overseas holidays again.

“The post-pandemic era has shaped a new demand for travel as travellers take stock of life’s priorities and look to connect with nature, explore new destinations, focus on wellness and wellbeing, and enjoy themselves with friends and loved ones,” she said.

Mrs Brown said new experiences, exciting events, revamped accommodation and unique attractions were part of a recipe designed to encourage travellers to stay longer and spend more on their country Queensland escapes.

Air travel to the regions has been a long-lamented gripe for parts of the Queensland bush, particularly in the Outback and Queensland Tourism Industry Council CEO Brett Fraser said it was vital to secure more flights to deliver more visitors.

“Air capacity and travel connectivity are really important,” he said.

“We need to increase that capacity and frequency, taking into account the needs of travellers so these travel times are convenient and affordable for them.”

Group hiking on the Queensland Music Trail

BY THE NUMBERS

25.96m domestic visitors to Queensland (up 25 per cent from previous year)

$29.31bn in domestic visitor spending in Queensland (up 64 per cent)

2.7m visitors to Southern Queensland Country (up 17.8 per cent)

2.4m visitors to Southern Great Barrier Reef (up 17.6 per cent)

1.06m visitors to Outback Queensland (down 2.2 per cent on 2019)

Source: Tourism Research Australia, year ending March 2023