New Record for International Visitor Expenditure

Whitsundays Sets New Record for International Visitor Expenditure

MEDIA RELEASE - 24 September 2025

The latest results from the International Visitor Survey (IVS) and the new Domestic Tourism Statistics (DoTS) collection confirm The Whitsundays status as one of Queensland’s leading destinations, with visitor spending surging even as overall visitation eased.

The Whitsundays continues to be a leading destination in Queensland’s tourism economy, attracting both international and domestic travellers who are spending more and staying longer.

Domestic Tourism

Tourism Research Australia transitioned from the National Visitor Survey (NVS) to the Domestic Tourism Statistics (DoTS) collection in January 2025, combining online and face-to-face surveys with mobility data to provide more accurate, modern insights.

Because this is the first year of the new methodology, only six months of domestic data are currently available. Comparable full-year figures will be released from mid-2026 once a full dataset is established.

For the six months to June 2025, The Whitsundays welcomed 323,000 domestic overnight visitors, generating $407.5 million in expenditure and 1.1 million visitor nights.

Holidaymakers were the standout, with 228,000 visitors accounting for $355.7 million in spend, reinforcing the Whitsundays’ reputation as one of Australia’s premier leisure destinations.

Queensland residents remained the core market, with 208,000 intrastate visitors, including 168,000 from regional Queensland outside Brisbane.

Domestic Summary (DoTS – Six Months to June 2025)
• Visitation: 323,000 overnight visitors
• Expenditure: $407.5 million
• Visitor nights: 1.1 million
• Holiday visitation: 228,000 visitors
• Holiday expenditure: $355.7 million
• Intrastate visitation: 208,000 (168,000 from regional Queensland outside Brisbane)

International Tourism

The Whitsundays recorded 171,000 international visitors in the year to June 2025, down 5.5% year-on-year. Despite the decline in visitor numbers, international visitor expenditure climbed to a record $254 million (up 16.6%), consistent with national and state trends.

International visitors stayed a total of 1.1 million nights (down 3.7%), with the average length of stay steady at 6.6 nights. International travellers are spending more, with average spend per visitor rising 23.5% to $1,483 and spend per night increasing 21.1% to $226.

The UK remained the largest source market at 47,000 visitors (down 5.7%). Growth was seen from Continental Europe (+5.9%) and Germany (+1.5%), while arrivals from the USA (-28.1%) and France (-8.7%) declined. Asia remained steady (-0.9%).

International Summary (IVS – Year Ending June 2025)
• Visitation: 171,000 (down 5.5%)
• Expenditure: $254 million (up 16.6%, record high)
• Visitor nights: 1.1 million (down 3.7%)
• Average length of stay: 6.6 nights (up 0.1 nights)
• Spend per visitor: $1,483 (up 23.5%)
• Spend per night: $226 (up 21.1%)
• Key markets:
o UK: 47,000 (down 5.7%)
o Germany: 23,000 (up 1.5%)
o USA: 17,000 (down 28.1%)
o France: 9,000 (down 8.7%)
o Continental Europe: 77,000 (up 5.9%)
o Asia: 11,000 (down 0.9%)

Industry Commentary

Tim Booth, CEO of Tourism Whitsundays, said the results underline The Whitsundays strength as a premium destination.

“Internationally, we’ve hit a record $254 million in visitor expenditure, even with fewer arrivals. Visitors are clearly recognising the unique value of The Whitsundays, choosing to stay longer and spend more.”

“Domestically, it’s important to remember this is just six months of new DoTS data and already we’re seeing more than $400 million in visitor spending. That shows incredible demand and underlines The Whitsundays standing as one of Australia’s most desirable holiday spots.”

Whitsunday Regional Council Mayor Ry Collins said the Whitsundays continues to punch well above its weight as one of Queensland’s tourism powerhouses.

“This growth in visitor spend means more jobs, more small business activity, and more opportunities right across our region, from Bowen to Airlie Beach, from Collinsville to our 74 islands,” he said.

“As we look ahead to projects like the Whitsunday Skyway and our role as host of Olympic sailing in 2032, the future for tourism in the Whitsundays is brighter than ever.”

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.