International Target Market

The international market attracts a total of 839,000 visitors to the city itself, and nearly two million visitors to the region of Queensland. These travelers accumulate over 15 million room nights, with an average length of stay of 18 nights. With 1.25 billion dollars in expenditures on average per year, $1494 spent per person and $83 per person per night tourism in Brisbane is a economic driver for all of Australia. (Tourism and Events Queensland 2012)

Geographic Positioning:

The majority of international travelers visiting Brisbane are from Asia, as they make up 33% of the total market and the other two regions which even come close to this are Continental Europe(19%), and New Zealand (15%). (Tourism and Events Queensland 2012)

This market includes: Interstate visitors, international FIT landing in Brisbane, international students, participation sports and events, niche: outdoor adventure, recreation and nature-based activities, arts and cultural experiences.

Psychographic Positioning:

These travelers are considered to be experience seekers, as they are more outgoing in regards to the pre-trip research they carry out and seek out more nature based leisure activities. Seeking out authenticity and more local experiences, these travelers are more likely to have higher expenditures, and increase their length of stay in order to accommodate all the activities they hope to experience during their time in Brisbane, and the Queensland region.(Tourism and Events Queensland 2014)

Demographic Positioning:

The age range for international travelers to the city of Brisbane cluster in the 15-24 (21%) and 25-34 (26%) as these two categories make up nearly fifty percent of the total visitors to Brisbane. (Tourism and Events Queensland 2012)

Their tourism strategy is focusing mainly on lone travelers, as 58% of international travelers to Brisbane fall in this category; families only consist of 8% within the international traveler market. This large gap indicates these travelers have a higher than average household income as they also seek out experiences based on 'brag-able' qualities rather than its listed price.(Tourism and Events Queensland 2012) This is also strengthened by the fact that they will lengthen their trip duration under the right circumstances. (Tourism and Events Queensland 2014)