A better understanding of what drives international travellers to choose Queensland as their preferred holiday destination, as well as any existing barriers, can help us collectively refine our tourism offerings and potentially tap into new opportunities.

Tourism Australia’s Consumer Demand Project has been run annually by Tourism Australia since 2012. The data outlines how consumers across 11 markets view Australia and Queensland and what motivates them to travel.

This project involves a large sample survey conducted in each of Australia’s core international markets, focusing on key demand drivers, travel behaviours and preferences, purchase funnel and brand health metrics.

Beginning in 2016, Tourism and Events Queensland and other State Tourism Organisations have partnered with Tourism Australia for the project.

We've summarised this information into concise fact sheets, which provide a range of useful information on consumers in each market.