Methodologies referred to in our publications.
Tourism RegionsThe tourism regions are constructed from allocations of whole Statistical Area Level 2 (SA2s) as defined by the Australian Bureau of Statistics (ABS). Tourism regions are provided to ABS by Tourism Research Australia (TRA).
Tourism region boundaries are updated annually by TRA in consultation with State and Territory tourism organisations.
For Queensland, the 2016 tourism region changes were:
- Outback region enlarged to include the SA2s of Roma and Roma Region
- Southern Queensland Country reduced by the transfer of the SA2s of Roma and Roma Region
Research Insights & Market Segments
Australian and New Zealand marketing research revealed that destination choice is largely determined by three factors: geographic location, trip occasion and life-stage. These three elements form the basis of our new domestic and New Zealand market segmentation, which also takes into account consumer consideration of Queensland and the total volume and value of trips by consumers in that segment.
SINKS/DINKS (Single/dual income, aged 18-49 with no children in the household)
They take more trips, more often – particularly short weekend getaways (1-3 nights). Typically, the shorter the travel occasion, the more likely they are to visit Queensland, and the more that they spend each night.
YOUNG FAMILIES (Families with children under 5 in the household)
They tend to take more holidays in Australia than other segments. They are the most likely to visit Queensland, for stays between 4-14 nights. The shorter the travel occasion, the more they typically spend each night.
OLDER FAMILIES (Families with no children under 5 in the household)
Like Younger Families, families with older children are more likely to travel in Australia. They are more likely to consider visiting Queensland for trips between 4 and 14 nights. It is on holidays between 7 and 14 nights that they spend the most each night.
EMPTY NESTERS (Aged 50+, with no children in the household)
Although Empty Nesters holiday slightly less often than the other segments, they typically spend the most per night – especially on holidays longer than 15 nights. On these longer holidays, they are considerably more likely than other segments to choose to holiday in Queensland.
In international markets, we currently target Experience Seekers, however international segmentation is currently under review by Tourism Australia and TEQ