Whitsundays Domestic Tourism Surpasses $970 Million

Whitsundays Domestic Tourism Surpasses $970 Million

MEDIA RELEASE - 24 MARCH 2026

The latest results from Tourism Research Australia's Domestic Tourism Statistics (DoTS) collection and the International Visitor Survey (IVS) confirm The Whitsundays as one of Queensland's most significant tourism economies, with domestic visitor expenditure surpassing $970 million for the year ending December 2025.

Domestic Tourism

The Whitsundays generated $970.6 million in total domestic visitor expenditure, 3% of Queensland's total, with holiday travel and strong interstate demand driving performance across the year. As the year ending December 2025 represents the first full year of the DoTS methodology, no year-on-year comparison is available; these figures establish the new baseline for domestic performance tracking.

• Total visitor expenditure: $970.6 million (3% of Queensland)
• Overnight visitors: 697,000
• Visitor nights: 2.5 million
• Intrastate visitors: 444,000 | Intrastate expenditure: $449 million
• Interstate visitors: 253,000 | Interstate expenditure: $463.5 million
• Average length of stay: 3.6 nights
• Spend per visitor: $1,309
• Spend per night: $366

International Tourism

The Whitsundays welcomed 176,000 international visitors in the year to December 2025, with expenditure of $233.5 million. While both metrics eased year-on-year, average length of stay increased, reflecting a visitor who is choosing to stay longer and engage more deeply with the destination.

• Visitors: 176,000 (down 6.4%) | Expenditure: $233.5 million (down 7.4%)
• Visitor nights: 1.3 million (down 1.8%)
• Average length of stay: 7.5 nights (up 0.3 nights)
• Spend per visitor: $1,328 (down 1%)
• Spend per night: $178 (down 5.7%)
• UK visitors: 44,000 (down 14.4%)

Industry Commentary

Tim Booth, CEO, Tourism Whitsundays said these results tell us something important about how visitors experience The Whitsundays.

“Whether domestic or international, people are staying longer and spending more per visit than almost anywhere else in Queensland, and that's not by accident. It reflects the quality of what this destination offers.

"On the international side, we saw fewer arrivals this year, but visitors who did come stayed longer than ever before, and that's the trajectory we want to be on. We're focused on attracting visitors who want to immerse themselves in this place, and the latest data shows we're doing exactly that."

Whitsunday Regional Council Mayor Ry Collins said the Whitsundays continues to perform as one of Queensland’s standout tourism economies, with domestic visitor expenditure surpassing $970 million.

“This is a strong outcome for the region and local businesses, and Council is proud to work alongside Tourism Whitsundays and industry, with our ongoing investment recognising tourism as a key driver of jobs, economic activity and confidence across the Whitsundays,” he said.

“It’s a credit to local operators, businesses and the wider community, and Council will continue building on this momentum to keep the Whitsundays a destination of choice for visitors from across Australia.”

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About Tourism Whitsundays: Tourism Whitsundays (TW) is the organisation responsible for destination marketing and visitor attraction for the Whitsunday region. It is the lead agency recognised by Tourism and Events Queensland and the Whitsunday Regional Council to lead the promotion of the region as a tourism destination. Tourism Whitsundays markets all aspects of the region including the Great Barrier Reef, Whitsunday Islands and Coast, accommodation, boating and sailing, fishing, touring, recreational activities, adventure, dining, shopping, weddings and honeymoons, conferencing and business events.