Regional Target Market

This market is one of importance for the Brisbane tourism economy, as five million visitors in 2013 where from the domestic market, in comparison to the one million from the international markets.(Gold Coast Tourism Corporation 2014) This importance is underscored by the 719 million dollars in expenditures on average between 2009 and 2012 through the domestic market in Brisbane alone. (Tourism and Events Queensland 2012)

Geographic positioning:

The top origins for domestic visitors are the Brisbane region(33%), Gold Coast(24%), Sunshine Coast(22%).

This domestic market will be focused on the four hundred kilometer drive market, vacation seekers (37%) visitation for friends and relatives(28%), festival and event visitors, interstate visitors. (Gold Coast Tourism Corporation 2014)

Psychographic Positioning:

These travelers have a variety of motivations, however they have more of a psycocentric orientation, as the top five activities are listed as eating out and going to restaurants(41%), Visiting Friends and Family(36%), shopping for pleasure(22%), general sight seeing(8%), and attending pubs clubs and discos(5%). This is echoed by the later lifecycle grouping comprising of parents with children over 6, older working and non-working individuals (56%). (Tourism and Events Queensland 2012)

Demographic positioning:

The age group for this category is quite diverse as there is no segment which is more than a three percent difference, but the most common trend within the data provided from the tourism and events Queensland Tourism Brisbane profile is between 15 to 54 years of age.(69%) The top three categories for life cycle within the domestic visitors are Young mid-life single travelers(21%), parents with young child ages 6 and older(21%), and finally older non-working travelers(21%). The income for this age group is widely dispersed as well as the average dollar amount spent per day-trip is $99. (Tourism and Events Queensland 2012)