Past Media Releases

Queensland a world leader in fitness tourism

14 January 2018

New research shows Queensland has emerged as a global leader in fitness and wellness tourism, with a report released by the government revealing what drives the world’s most active travelers to ‘bucket list’ endurance events across the state.

The Queensland Government through Tourism and Events Queensland supports a line-up of 17 world-class endurance events stretching from the Gold Coast to Tropical North Queensland and covering everything from triathlon to multi-sport challenges, running, mountain biking and cycling events and ocean swims.

In the countdown to the Gold Coast 2018 Commonwealth Games, Acting Minister for Innovation and Tourism Industry Development Shannon Fentiman said the state was proud of its reputation as Australia’s endurance event capital.

“Last year, endurance events on the It’s Live! in Queensland calendar brought 60,000 visitors to the state and generated 430,000 visitor nights,” she said.

“These events were worth more than $100 million to Queensland’s economy in 2017.

“This research shows Queensland is a world leader in this field – there is a growing demand for unique endurance events that athletes can put on their bucket lists.

“Above all, the research tells us Queensland ticks all the boxes for this increasingly active, connected group of travellers, striving to ‘be their best’ and perhaps clocking up a personal best in paradise.

The research, commissioned by Tourism and Events Queensland, was undertaken by Strategic Facts, polling 3695 domestic and international participants in the state’s endurance events. 

It was conducted as part of a long-term strategy to better understand what drives these participants to Queensland and ultimately enhancing their experience in the best address on Earth.

The survey also found that 69 per cent of international and interstate participants took a post-event holiday in Queensland with nearly 80 per cent of them rating the holiday extremely highly.

Ms Fentiman said Queensland also offered special kids’ events, family-friendly entertainment and enticer courses, enabling participants of all fitness levels to get involved.

“For anyone thinking about New Year’s resolutions around health and happiness, Queensland is just the place to achieve your personal best,” she said.

“The fact that the majority of the athletes surveyed stayed for a holiday in Queensland after their sporting event just shows what a lucrative market this is.

“We know events are important drivers of visitation to Queensland. Our tourism industry is now worth $25 billion and supports more than 225,000 jobs.

“That’s why the Palaszczuk Government has been relentless in its support of events for Queensland – this is having a direct economic impact on our great state.

“Our events portfolio continues to grow. Last year it was worth $600 million and this year it’s tipped to be worth around $780 million.”

Endurance events supported by the It’s Live! In Queensland events calendar can be accessed here: 

For a summary of the report please visit: 


In early 2017, an online survey was developed and distributed by endurance sport organisers to their participant databases. Almost 4000 people participated in the survey.

Strategic Facts
Strategic Facts is an internationally recognised Queensland professional services firm that specialises in the analysis of tourism events and projects. Over the last 20 years in the industry, Strategic Facts has worked with many of the world's most significant tourism agencies, events, peak sport organisations and Governments.