Travel Patterns Shift - Whitsunday Tourism Thrives

With its iconic white sands and crystal-clear waters, The Whitsundays continues to reign as a premier travel destination, pulling in a staggering $1.65 billion in visitor expenditure for the year ending December 2024.

The latest National and International Visitor Surveys (NVS and IVS) confirm the region’s enduring appeal, outpacing the state average despite shifting travel trends. Whether it’s sun-seekers craving a tropical escape or adventure enthusiasts drawn to its pristine reefs and secluded coves, The Whitsundays remains one of Australia’s top-performing tourism hotspots.

Domestic tourism remains the backbone of the region’s success, with 709,000 visitors injecting a record-breaking $1.4 billion into the local economy—an impressive 17% surge from the previous year.

Queenslanders, in particular, embraced the beauty of their own backyard, with 443,000 choosing The Whitsundays for their getaway, marking a 4.5% increase. However, external factors saw interstate travel dip by 11.4%, as many Australians opted for closer-to-home holidays or international adventures. Yet, those who did visit spent more than ever, with per-visitor expenditure soaring to $1,989 per trip (+19.5%) and an average nightly spend of $446 (+15.1%). The figures speak for themselves—The Whitsundays isn’t just surviving shifting travel trends; it’s thriving.

Domestic Summary:

· Visitation: 709,000 (-2.1% YoY)

· Visitor expenditure: $1.4 billion (+17% YoY)

· Total nights: 3.2 million (+16% YoY)

· Average spend per visitor: $1,989 (+19.5% YoY)

· Average length of stay: 4.5 nights (+.7% YoY)

· Intrastate visitation: 443,000 (+4.5% YoY)

· Interstate visitation: 266,000 (-11.4% YoY)

International tourism is making a strong comeback, and The Whitsundays is leading the charge as one of Queensland’s top-performing destinations. Over the past year, the region welcomed 188,000 international visitors—an impressive 20.3% increase. While numbers are still recovering to pre-pandemic levels (-14.7% vs. 2019), visitor spending has skyrocketed, hitting a record-breaking $252 million (+73.4% year-on-year, +65.5% vs. 2019).

The UK remains The Whitsundays’ largest international market, with 51,000 British travellers soaking up the region’s sun-drenched beaches and world-famous reef (+18.4% year-on-year). North American interest is surging too, with 33,000 visitors from the US and Canada (+32.5%). Meanwhile, Asian visitation has seen an impressive 55.5% boost over the year, though it still lags 67% behind 2019 levels.

Despite the lingering gap, the upward trajectory is clear—global travellers are rediscovering The Whitsundays, and they’re spending more than ever to experience its tropical magic.

International Summary:

· Visitation: 188,000 (+20.3% YoY)

· Visitor expenditure: $252 million (+73.4% YoY)

· Total visitor nights: 1.3 million (+18.1% YoY)

· Average spend per visitor: $1,342 (+44.1% YoY)

· Key markets:

o UK: 51,000 (+18.4% YoY, +18.7% vs 2019)

o North America: 33,000 (+32.5% YoY, +5% vs 2019)

o Germany: 24,000 (+18% YoY, -21.1% vs. 2019)

o France: 10,000 (+16.7% YoY, -11.5% vs. 2019)

o Asia: 11,000 (+55.5% YoY, -67% vs. 2019)

Tim Booth, CEO, Tourism Whitsundays, said the latest quarter’s results are promising.

“We’re seeing strong growth in domestic spending, particularly from Queenslanders choosing to holiday intrastate. While cost-of-living pressures have impacted interstate travel, overall visitor expenditure continues to rise as people invest in high-quality experiences," he shared.

“Internationally, The Whitsundays has outpaced much of Queensland regarding recovery, setting a record for visitor expenditure. This increase in international spending could reflect a shift in market dynamics, with different traveller demographics staying longer and spending more per trip than before.

“As we look ahead, our focus remains on attracting high-value visitors, strengthening our presence in key markets, and ensuring The Whitsundays continues to shine on the global stage.”

Whitsunday Regional Council, Mayor, Ry Collins said these results show that The Whitsundays continues to punch well above its weight as a tourism powerhouse.

“Despite shifting travel trends and global challenges, our tourism sector continues to thrive," he said.

“This is driven by the dedication of our local operators, the strength of the Whitsundays brand, and the unrivalled natural beauty of our region.”

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