Destination Marketing Report - Murgon
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Destination Marketing Report
ECONOMIC DEVELOPMENT
November 2019
INTRODUCTION
The Destination Marketing Report was first completed in 2018 (Tourism Review), reporting on the
activity, spend and results achieved by Discover South Burnett. Public meetings held in late 2018
provided opportunity for industry engagement and discussion of challenges and opportunities for
industry growth.
The Destination Marketing report is a comprehensive overview of marketing activity undertaken by
Discover South Burnett. Activity replicated broad activity areas implemented in 2018 and is reported
under the major cost areas being:
Travel, Caravan & 4WD Expos
Public Relations
Seasonal Feature publication – Let’s go
This activity is repeated in 2019 to deliver subject specific reporting to Council and industry. Utilising
and comparing results year on year provides some understanding of industry growth and change as the
Destination Marketing activity being delivered under brand South Burnett is consolidated and gains
higher market penetration.
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.au
CONSIDERATIONS IN DEVELOPMENT OF 2019 MARKETING PLAN
The 2019 Marketing Plan was outlined in presentations to South Burnett Regional Council and at
meetings in Kingaroy and Wooroolin for industry operators/general public. The objectives considered
results from the 2018 Operator Survey and recommendations identified in the 2018 Tourism Review.
2019 Objectives:
1. Reiterate a South Burnett location identifier
2. Publish a marketing and events calendar
3. Consolidate Expo attendance
4. Recognise Regional Flavours as the peak of marketing activity
5. Provide opportunity for industry engagement
Through 2019, these objectives have been considered in the marketing activity undertaken. The South
Burnett location identifier, (Inland from the Sunshine Coast. An easy drive from Bundaberg, Brisbane
and Toowoomba.), answers the oft-asked question of regional volunteers and staff, working outside of
the region, “Where is the South Burnett?”
Discover South Burnett has continued to publish the marketing and events calendar through the
Quarterly Activity report and the 2019 overview was presented at the Tourism Review meetings.
Volunteers have supported staff in promoting the region at Expos, attending 5 expos in the financial
year. This activity has been supported by continual evolution of display collateral and brochures. The
South Burnett Touring Guide continues to be a popular handout through these events.
Held in July annually, Regional Flavours is still the best value South Burnett destination marketing
activity. The 2019 calendar highlighted Regional Flavours/July as the peak month for marketing and
activity through the first half of the year supported collateral relevant to Regional Flavours. Since
hosting Food Horizon in October 2018, Business South Burnett has supported artisan food business
development as the food conversation broadens. Local food becoming more accessible as activity
increases.
Industry engagement, based on ATDW subscription, has generated great results. Discover South
Burnett website updated to showcase ATDW subscribers within the Accommodation, Events and
Food/Wine tabs. An industry breakfast for Discover South Burnett Partners in February 2019 was well
attended, providing attendees with an overview of marketing activity and insights to partner events.
Industry take-up of ATDW subscription has been successful, with greater numbers of operators
renewing or developing a profile and more events creating a profile than ever before.
Further to these objectives, key measurables were also identified and are included in reporting of 2019
results.
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.au
TRAVEL, CARAVAN AND 4WD EXPOS
Five Travel, Caravan and 4WD Expos were attended by Discover South Burnett.
Gold Coast Midyear Caravan & Camping Expo was held on the 26th to the 29th July at the Gold Coast
Turf Club. Two volunteers from Murgon Visitor Information Centre attended the event as our local
tourism ambassadors. Over the three (3) day weekend volunteers engaged with 815 attendees and
received 900 entries into the draw for a weekend for four at one of the dams.
Wide Bay & Fraser Coast Caravan, Camping, 4x4 & Fishing Expo was held on the 17th to 19th August at
the Maryborough Showgrounds. The Tourism Service Officer who attended the event engaged with 609
visitors and received 560 entries into the prize draw for accommodation at one of the dams.
Cleveland Showgrounds hosted the Cleveland Caravan, Camping, Boating and 4x4 Expo above expo on
21 – 23 September. Flying the Discover South Burnett flag were two volunteers from the Kingaroy Visitor
Information Centre and fishing ambassador, Matt Langford and wife Annette. Matt was able to take
down the Discover South Burnett/Garmin wrapped boat, and feedback is that it drew a lot of attention
and attracted people to the stand. Dam accommodation prize on offer attracted 500 entries.
Volunteers attended the Moreton Bay Caravan, Camping, Boating & 4x4 Expo at Redcliffe from 15–17
February. This show had lower attendance compared to Nambour and Gold Coast shows. Events were
the most popular request for information, including enquiries about the Goomeri Pumpkin Festival.
Over 800 South Burnett Touring Guides distributed along with the 2 Dams, 1 Destination brochure.
Electronic entry for competition sought by most attendees. Lots of interest in the South Burnett Rail
Trail. Expo predominately attended by young families and middle aged couples.
Visitor Information Centre volunteers attended the South Queensland Caravan, Camping, Fishing and
4x4 Expo in Nambour from 26–28 April, trialling a new scanner for the competition entry. After a couple
of minor issues were fixed, the arrangement worked well. The volunteers engaged with over 300 people
that showed a genuine interest in a visit to region with all brochures being distributed.
PUBLIC RELATIONS
A PR Plan was developed in September 2018 to deliver:
A story bank of 20 stories that highlight the South Burnett’s attractions, experiences and local
businesses, as well as the people behind them;
A PR calendar and schedule of media stories to guide roll out of both short and long lead media;
A media database of relevant media contacts for all target markets as well as any niche contacts
that may arise from the story bank; and
A group media famil to promote the region as a holiday destination.
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.au
A content bank of 20 stories that highlight the various attractions, experiences and local businesses in
the South Burnett, as well as the people stories behind them, was 80% complete at end of June 2019.
The story bank involved identifying the 20 key stories, interviewing relevant people and preparation of
written stories. These include stories of local businesses and producers, events, natural attractions,
fishing and wineries.
The media log from the stories and additional media releases (18) generated Advertising Value
Equivalent (AVE – ad rate x 4) of over $1,000,000. This does not include the AVE of 20 radio interviews,
online articles and event listings. More results will come from long lead media as stories continue to be
pitched post June 2019. Time sensitive stories, such as the event based stories, were pitched in lead up
to event. All media releases pitched so far have been picked up for publication. The media log is
included as Attachment 1.
A PR calendar from November 2018 to June 2019 was prepared and media stories scheduled to ensure
the most effective roll out for both short and long lead media. A media database was developed,
capturing media contacts for all target markets.
A group media famil was successfully organised for March 2019, promoting the region as a holiday
destination. Media representatives in attendance included:
We Are Explorers – Rob Mulally
RACQ Magazine – Jessica Wilson
RM Williams Outback Magazine – Bruce
McMahon
NewsCorp Regional/QWeekend (Courier Mail) –
Donna Jones
Local media were also invited to participate in the
activities, with many taking the opportunities to connect
with visiting journalists and photographers who rode,
kayaked, sipped and ate their way through the South
Burnett. The conversations shared on the bus, over a
meal or during an activity started the foundation for
ongoing relationships between local media and the
visiting delegates.
One of the activity highlights was a long table lunch
hosted at High Brit Beef at Neumgna and catered by local
produce champion, Chef Roberta Schablon from Saucy
Fork Catering, complemented by Clovely Estate Wines.
Farmers Skye and Glen Douglas provided a farm tour, connecting the media with them, their farm and
their paddock to plate story. Local collaborations were the key to this event’s success from the table
décor provided by Extra Touch Designs in Murgon, to learning of the partnering of other farmers
(FireBreak Lamb and Tookawhile Pastured Pigs) – providing a diverse, local product, delivery service.
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.au
LET’S GO MAGAZINE (WINTER 2019)
Push Pull Marketing was successful in their quote for the next edition of Let’s Go. 45,000 copies of Let’s
Go Winter issue were distributed throughout regional Victoria and New South Wales in March 2019.
This publication introduced formatted panels to the marketing suite, offering industry an opportunity to
leverage the destination marketing activity. The formatted panels (4) were fully subscribed, with one
business including a competition within their ad, to further add value to the advertising promotion.
The Winter 2019 Let’s go was inserted in to the following newspapers on 13 February 2019.
Border Mail (Albury-Wodonga)
o 14,500 copies
Armidale Express (Armidale)
o 2,000 copies
Bendigo Advertiser (Bendigo)
o 9,000 copies
The Daily Liberal (Dubbo)
o 4,000 copies
The Area News (Griffith)
o 2,300 copies
Northern Daily Leader (Tamworth)
o 4,200 copies
Riverina Leader (Wagga Wagga)
o 9,000 copies
A review of the website call to action address (www.letsgosouthburnett.com.au) for Winter 2019
reveals that 12,947 sessions were logged. The call to action address delivers users directly to the
Discover South Burnett website, ensuring that consistent information is presented to all users. In
comparison, the number of sessions logged to www.letsgosouthburnett.com.au through Winter 2018
was 6,072.
Device access changed slightly, with both tablet (14.28% in 2018 to 12.31% in 2019) and desktop
(47.92% in 2018 to 45.51% in 2019) access share of traffic decreasing. Despite the decrease, desktop
5,892 or 45.51%) access remained the most popular device for accessing the website, closely followed
by mobile (5,461 or 42.18%).
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.au
RESULTS
The following outcomes are recorded in relation to destination marketing objectives:
1. Achieve a minimum of $300,000 advertising value equivalent (AVE) in media stories for South
Burnett
TARGET REACHED – $825,852 (275.3%) above target
AVE = $1,125,852, not including online articles or radio interviews.
AVE was not recorded in 2018
2. Increase physical touches by 30,000
TARGET NOT REACHED – 32,779 (-24.9%) below target
In the 2018-19 financial year, 98,838 physical touches were recorded, down 2,779 (-2.7%) from
the 2017-18 financial year result (101,617)
4,806 touches at five travel shows (350 touches at one travel show in 2018)
45,000 copies of Let’s go magazine (48,171 copies of Let’s go magazine in 2018)
49,032 visitors to regional VIC network (53,096 visitors in 2018)
9,363 visitors to Blackbutt VIC (10,318 visitors in 2018)
14,410 visitors to Kingaroy VIC (14,959 visitors in 2018)
7,886 visitors to Murgon VIC (8,412 visitors in 2018)
8,396 visitors to South Burnett Energy Centre/VIC (9,542 visitors in 2018)
8,977 visitors to South Burnett Timber Museum/VIC (9,865 visitors in 2018)
3. 3 million in impressions/reach from media stories
TARGET NOT REACHED – 551,610 (-18.4%) below target
2,448,390 reach (not including radio interviews and some online articles)
3,243,300 reach in 2018
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.au4. Host one in region media famil
TARGET REACHED – Group famil completed in March 2019
A mix of external and local media attended the media famil held over four days. 20 people
attended a Long Table lunch, the highlight of the famil program.
5. Increase visits to the Discover South Burnett website by 30%
TARGET REACHED – 32.7% above target of 20,600 sessions
In the 2018-19 financial year, 27,346 sessions were recorded, up 12,779 (72.57%) from the
2017-18 financial year result (15,846). The graph of website sessions and associated statistics is
included as Attachment 2.
In 2018, actual costs and measurement were the only forms of reporting completed.
Actual Costs in 2018 = $54,210
o Travel, Caravan and 4WD Expos $ 4,500
o PR Consultancy $ 24,350
o Let’s go Magazine $ 25,360
Touches = 48,532 $1.12/touch
Impressions = 3,243,300 > $0.02/impression
In 2019, the corresponding costs, touches and impressions are reported below.
Actual Costs in 2019 = $86,649
o Travel, Caravan and 4WD Expos $ 12,980
o PR Consultancy $ 39,278
o Let’s go Magazine $ 34,391
Touches = 49,826 $1.74/touch
Impressions = 2,448,390 $0.035/impression
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.auLocal Government Area Profile, Tourism Research Australia
Each year, Tourism Research Australia publishes Local Government Area Profiles. The profile is
presented as a four year average and is sourced from the International Visitor Survey and national
Visitor Survey conducted by Tourism Research Australia.
In 2018, the four year average results changed significantly, in comparison to 2017 profile.
Total visitor spend increased 19.4% to $114.5 million
Total number of visitors increased 17.7% to 686,687
Despite an increase of only 5.8% in visitor numbers, international visitor nights
increased 23.3% to 33,411
The average stay for international visitors increased 16.5% to 11.5 nights
The Local Government Area Profile also identifies statistics relevant to Reason for visit, Travel party type
and Accommodation. While the data is not reliable enough to publish statistics for international
visitation, some key changes in the domestic overnight visitor market are published.
Holiday visitors increased 20.6% to 72,870. Holiday visitation is much closer in number
to Visiting friends or relatives (VFR), increasing 3.5% to 79,403. Business visitors
increased 77.2% to 49,586.
Lone visitors increased 29.4% to 74,750. Couples (55,570) and Friends/relatives
travelling together (37750) also increased in comparison to 2017 published statistics.
Staying in the home of a friend or relative remains the most popular choice of
accommodation, despite recording a decline of 2.7% (264,853). Hotel nights increased
24.3% to 78,611 and Other nights also increased 31.7% to 165,314.
The Tourism Research Australia Local Government Area Profile, 2018 for South Burnett region is
included as Attachment 3.
Tourism Sentiment Index
Further diversification of measurement statistics recorded in 2019 includes the Tourism Sentiment
Index. The Tourism Sentiment Index is created through analysis of user generated content form over
500,000 sources, analyzing positive, neutral and negative commentary relevant to the South Burnett.
South Burnett’s Tourism Sentiment Score is 58, reflecting the 2017 calendar year. The report summarise
that of all conversations online being driven by South Burnett’s tourism experience or products, 60% of
those conversations have been identified as destination promoters (positive). That equates to 3,000 +
online conversations actively promoting South Burnett each year.
Only 2% of conversations are identified as destination detractors (negative). The Tourism Sentiment
Index Report will be published each year, with analysis of 2018 conversation expected to be released in
early 2020.
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.auCONCLUSION
In 2019, Discover South Burnett delivered on the objectives set out in 2018 and reached more targets
than not.
With physical touches reducing in 2019, this is the area of marketing implementation that is most
disappointing. It could be expected that impressions would be on par or better than 2018 when we take
into account the material that has not been counted, including radio and online.
Measurement in 2019 has vastly improved. Through the course of the past year, new techniques have
been identified, work has been done to mine statistical data for presentation and the ability to make
year on year comparisons can only be viewed positively.
South Burnett is profiled in newspaper features, radio interviews, magazine stories and online articles
across Australia. Online traffic has increased significantly as the website continues to reflect enhanced
inputs. Visitor numbers and visitor spend also increased, building on small growth recorded in 2017
Local Government Area Profile (Tourism Research Australia). The Tourism Sentiment Index reveals a
high proportion of online promoters.
There is sufficient evidence in this report to draw positive outcomes from the marketing activity.
Likewise, negative conclusions could also be drawn. Noting this, conclusions drawn from 2019 are
neutral.
Marketing objectives set in 2018 have provided guidance to marketing activity, which can be improved
through establishment of a defined Marketing Plan.
Year on year measurement enables direct comparison, with annual targets that challenge activity
preferred. Inclusion of measurement that is independently developed is also positive, creating a more
balanced reporting structure.
Discover South Burnett continues to evolve, always seeking new ways to effectively promote the region.
The 2020 Marketing Plan reflects this ongoing evolution and regional growth, with expectation that as
reporting continues, the conclusion drawn is overwhelmingly positive.
PO Box 336 Kingaroy Qld 4610 Phone 07 4189 9100 Facsimile 07 4162 4806
Email: info@southburnett.qld.gov.au www.southburnett.qld.gov.auAttachment 1 Public Relations Media Log
Publication
Source Location Publication Type Topic Page
Date
Northern Miner Charter Towers Newspaper Tina Kenyon 14/03/2019 18
South Burnett Times Kingaroy Newspaper Fishing competition 30/01/2019
South Burnett Times Kingaroy Newspaper Matthew Langford + fishing 30/01/2019
Bush ’N Beach Fishing Australia Website Fishing competition 31/01/2019
WEB Weekly Times Now Australia Newspaper Tina Kenyon 5/03/2019
Rural Weekly NSW Newspaper Tina Kenyon 8/03/2019 10
Rural Weekly Central QLD Newspaper Tina Kenyon 8/03/2019 12
Rural Weekly QLD Newspaper Tina Kenyon 8/03/2019 20
WEB Weekly Times Now Australia Newspaper Tina Kenyon 7-8/3/19
F Magazine Australia Magazine Tina Kenyon 8/03/2019
South Burnett Times Kingaroy Newspaper Tina Kenyon 12/03/2019 18
Bowen Independent Bowen Newspaper Tina Kenyon 13/03/2019 27
Weekly Times Melbourne Newspaper Mt Binga 3/04/2019 66
Central QLD News Emerald Newspaper Bunya Mountains 5/04/2019 32
Central Telegraph Bilola Newspaper Bunya Mountains 5/04/2019 18
Daily Mercury Mackay Newspaper Bunya Mountains 6/04/2019 10
Chronicle Toowoomba Newspaper Bunya Mountains 6/04/2019 10
Sunshine Coast Daily Maroochydore Newspaper Bunya Mountains 6/04/2019 20
QLD Times Ipswich Newspaper Bunya Mountains 6/04/2019 32
News Mail Bundaberg Newspaper Bunya Mountains 6/04/2019 10
Northern Star Lismore Newspaper Bunya Mountains 6/04/2019 32
Fraser Coast Chronicle Maryborough Newspaper Bunya Mountains 6/04/2019 10
Gladstone Observer Gladstone Newspaper Bunya Mountains 6/04/2019 10
Daily Examiner Grafton Newspaper Bunya Mountains 6/04/2019 24
Daily News Warwick Newspaper Bunya Mountains 6/04/2019 10
Morning Bulletin Rockhampton Newspaper Bunya Mountains 6/04/2019 10
Gympie Times Gympie Newspaper Bunya Mountains 6/04/2019 26
News Mail Bundaberg Newspaper Boondooma Open 6/04/2019 42Publication
Source Location Publication Type Topic Page
Date
South Burnett Times Kingaroy Newspaper Bunya Mountains 12/04/2019 52
Noosa News Noosa Newspaper Bunya Mountains 12/04/2019 50
Townsville Bulletin Townsville Newspaper Bunya Mountains 13/04/2019 22
South Burnett Times Kingaroy Online news Wondai Garden Expo 15/04/2019
South Burnett Times Kingaroy Newspaper Wondai Garden Expo 16/04/2019 14
ABC Southern QLD Toowoomba Radio Wondai Garden Expo 18/04/2019
Chronicle Toowoomba Newspaper Boondooma Spirit of the Bush 23/04/2019 21
Sunshine Coast Daily Maroochydore Newspaper Boondooma Spirit of the Bush 23/04/2019 23
Northern Star Lismore Boondooma Spirit of the Bush 23/04/2019 15
Fraser Coast Chronicle Maryborough Newspaper Boondooma Spirit of the Bush 23/04/2019 17
QLD Times Ipswich Newspaper Boondooma Spirit of the Bush 23/04/2019 19
Daily News Warwick Newspaper Boondooma Spirit of the Bush 23/04/2019 20
Gympie Times Gympie Boondooma Spirit of the Bush 23/04/2019 20
Daily News Warwick Newspaper Boondooma Spirit of the Bush 25/04/2019 20
Weekly Times Online news Bunya Red Farm 30/04/2019
Weekly Times Online news Bunya Red Farm 1/05/2019
South Burnett Times Kingaroy Online news Burrandowan Races 1/05/2019
ABC Radio Volunteer Week May-19
Weekly Times Melbourne Bunya Red Farm 1/05/2019 2
South Burnett Times Kingaroy Online news Volunteer Week 6/05/2019
Triple M Radio Burrandowan Races 7/05/2019
South Burnett Times Kingaroy Newspaper Burrandowan Races 7/05/2019 11
Highlife Times Online Volunteer Week 8/05/2019
South Burnett Times Kingaroy Online news Boondooma Open 9/05/2019
Rural Weekly QLD (insert) Toowoomba Newspaper Bunya Red Farm 10/05/2019 6
South Burnett Times Kingaroy Newspaper Boondooma Open 10/05/2019 55
South Burnett Times Kingaroy Online news Burrandowan Races 13/05/2019
Coolum & North Shore News Sunshine Coast Online news Burrandowan Races 13/05/2019Publication
Source Location Publication Type Topic Page
Date
Southburnett.com.au Kingaroy Online Boondooma Open 14/05/2019
South Burnett Times Kingaroy Newspaper Boondooma Open 14/05/2019 38
Bnbfishing.com.au Online Boondooma Open 16/05/2019
Rural Weekly Central QLD Rockhampton Newspaper Bunya Red Farm 17/05/2019 10
News Mail Bundaberg Newspaper Boondooma Open 17/05/2019 42
Rural Weekly QLD (insert) Toowoomba Newspaper Boondooma Open 17/05/2019 21
South Burnett Times Kingaroy Online news Boondooma Open 20/05/2019
South Burnett Times Kingaroy Newspaper Boondooma Open 21/05/2019 37
Triple M Radio Volunteer Week 22/05/2019
Courier Mail Brisbane Newspaper Taste the Trail 7/06/2019 7
ABC Toowoomba Radio Wondai Country Running Festival 14/06/2019
South Burnett Times Kingaroy Online news Wondai Country Running Festival 17/06/2019
ABC Wide Bay Bundaberg Radio Wondai Country Running Festival 18/06/2019
Daily Mercury Mackay Newspaper Top 5 School Holidays 18/06/2019 28
Chronicle Toowoomba Newspaper Top 5 School Holidays 18/06/2019 27
Sunshine Coast Daily Maroochydore Newspaper Top 5 School Holidays 18/06/2019 37
Gladstone Observer Gladstone Newspaper Top 5 School Holidays 18/06/2019 25
Northern Star Lismore Top 5 School Holidays 18/06/2019 15
South Burnett Times Kingaroy Newspaper Top 5 School Holidays 18/06/2019 35
South Burnett Times Kingaroy Newspaper Wondai Country Running Festival 18/06/2019 38
Fraser Coast Chronicle Maryborough Newspaper Top 5 School Holidays 20/06/2019 19
QLD Times Ipswich Newspaper Top 5 School Holidays 20/06/2019 22
Daily News Warwick Newspaper Top 5 School Holidays 20/06/2019 23
Central & North Burnett Times Kingaroy Newspaper Top 5 School Holidays 20/06/2019 14
Daily Examiner Grafton Newspaper Top 5 School Holidays 21/06/2019 14
Central Telegraph Bilola Newspaper Top 5 School Holidays 21/06/2019 30
Courier Mail Brisbane Newspaper Bunya Mountains
RACQ QLD Member Magazine Bunya MountainsAttachment 2 Discover South Burnett website statistics
Discover South Burnett
Analytics All Web Site Data Go to report
Audience Overview
1 Jul 2018 - 30 Jun 2019
All Users Compare to: 1 Jul 2017 - 30 Jun 2018
+0.00% Sessions
Overview
01-Jul-2018 - 30-Jun-2019: Sessions
01-Jul-2017 - 30-Jun-2018: Sessions
1,000
500
… September 2018 November 2018 January 2019 March 2019 May 2019
New Visitor Returning Visitor
Sessions Users Page Views 01-Jul-2018 - 30-Jun-2019
72.57% 80.29% 52.94%
27,346 vs 15,846 22,416 vs 12,433 65,166 vs 42,609
18.5%
Pages/Session Avg. Session Duration Bounce Rate
-11.38% -27.43% 7.00%
2.38 vs 2.69 00:01:49 vs 00:02:31 67.26% vs 62.85%
81.5%
01-Jul-2017 - 30-Jun-2018
% New Sessions
4.54%
81.42% vs 77.88% 22.1%
77.9%
Language Sessions % Sessions
1. en-au
01-Jul-2018 - 30-Jun-2019 12,230 44.72%
01-Jul-2017 - 30-Jun-2018 6,781 42.79%
% Change 80.36% 4.51%
2. en-us
01-Jul-2018 - 30-Jun-2019 9,033 33.03%
01-Jul-2017 - 30-Jun-2018 4,654 29.37%
% Change 94.09% 12.47%
3. en-gb
01-Jul-2018 - 30-Jun-2019 5,345 19.55%
01-Jul-2017 - 30-Jun-2018 4,109 25.93%
% Change 30.08% -24.62%
4. fr
01-Jul-2018 - 30-Jun-2019 177 0.65%01-Jul-2017 - 30-Jun-2018 108 0.68%
% Change 63.89% -5.03%
5. pt-br
01-Jul-2018 - 30-Jun-2019 98 0.36%
01-Jul-2017 - 30-Jun-2018 10 0.06%
% Change 880.00% 467.87%
6. en
01-Jul-2018 - 30-Jun-2019 66 0.24%
01-Jul-2017 - 30-Jun-2018 14 0.09%
% Change 371.43% 173.18%
7. fr-fr
01-Jul-2018 - 30-Jun-2019 36 0.13%
01-Jul-2017 - 30-Jun-2018 7 0.04%
% Change 414.29% 198.01%
8. zh-cn
01-Jul-2018 - 30-Jun-2019 30 0.11%
01-Jul-2017 - 30-Jun-2018 17 0.11%
% Change 76.47% 2.26%
9. de-de
01-Jul-2018 - 30-Jun-2019 26 0.10%
01-Jul-2017 - 30-Jun-2018 15 0.09%
% Change 73.33% 0.44%
10. en-ca
01-Jul-2018 - 30-Jun-2019 23 0.08%
01-Jul-2017 - 30-Jun-2018 6 0.04%
% Change 283.33% 122.13%
© 2019 GoogleAttachment 3 South Burnett Profile 2018 (Tourism Research Australia)
LOCAL GOVERNMENT AREA PROFILES, 2018*
SOUTH BURNETT (R), QUEENSLAND
AREA POPULATION^: 32,555
TOURISM BUSINESSES^ TOTAL
Non-employing 140
1 to 4 employees 90
5 to 19 employees 78
20 or more employees 15
Total 315
TOP INTERNATIONAL MARKETS
COUNTRY OF
VISITORS ('000) NIGHTS ('000)
RESIDENCE
New Zealand np np
United Kingdom np np
Japan np np
KEY TOURISM METRICS FOR SOUTH BURNETT (R)
DOMESTIC DOMESTIC
INTERNATIONAL TOTAL
OVERNIGHT DAY
Visitors ('000) 3 212 472 687
Nights ('000) 33 579 - 612
Average stay (nights) 12 3 - 3
Spend ($m) 2 61 52 114
Average spend per trip ($) 565 289 110 167
Average spend per night ($) 49 106 - 103
Average spend (commercial accommodation)
np 157 - np
per night ($)TOURISM STATISTICS FOR SOUTH BURNETT (R)
DOMESTIC DOMESTIC
VISITORS TO SOUTH BURNETT (R) INTERNATIONAL TOTAL
OVERNIGHT DAY
Reason (visitors '000)
Holiday np 73 181 np
Visiting friends or relatives np 79 128 np
Business np 50 np np
Other np np np np
Travel party type (visitors '000)
Unaccompanied np 75 - np
Couple np 56 - np
Family group np np - np
Friends/relatives travelling together np 38 - np
Accommodation (nights '000)
Hotel or similar np 79 - np
Home of friend or relative np 265 - np
Commercial camping/caravan park np np - np
Backpacker np np - np
Other np 165 - np
KEY TOURISM METRICS FOR TOTAL AUSTRALIA, 2018^
Visitors ('000) 8,524 105,600 206,051 320,174
Percentage change 5 9 7 8
Nights ('000) 273,793 376,087 - 649,881
Percentage change 4 7 - 6
Average stay (nights) 32 4 - 6
Percentage change -1 -1 - -2
Spend ($m) 43,918 72,705 22,526 139,150
Percentage change 7 13 10 11
KEY TOURISM METRICS FOR QUEENSLAND, 2018^
Visitors ('000) 2,763 24,086 44,716 71,566
Percentage change 2 11 10 10
Nights ('000) 55,052 94,732 - 149,785
Percentage change 4 9 - 7
Average stay (nights) 20 4 - 6
Percentage change 1 -1 - -2
Spend ($m) 5,994 18,263 5,209 29,466
Percentage change 13 16 20 16
* Data is based on a four year average from 2015 to 2018.
‘np’ = the estimate is unreliable and cannot be published. ‘-’ = not available.
^ Data for 2018. Percentage change: compares previous year data.
Note: Data may not match totals due to rounding. For the purposes of confidentiality,
Tourism Businesses data has been perturbed, therefore data may not match totals.
Sources:
Regional Population Growth - cat. no. 3218.0, ABS.
Counts of Australian Businesses - cat. no. 8165.0, ABS.
International Visitor Survey, Tourism Research Australia.
National Visitor Survey, Tourism Research Australia.You can also read
