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The Whitsundays, one of Australia’s crown jewels in tourism, has reached an astounding milestone of $1.6 billion in visitor expenditure for the year ending September 2024. With 930,000 visitors exploring the pristine beauty of this iconic destination, the latest National and International Visitor Surveys (NVS and IVS) highlight an extraordinary resurgence across domestic and global markets.

This unprecedented growth reinforces the Whitsundays’ status as a premier travel destination, showcasing its ability to captivate holidaymakers at home and adventure seekers from abroad.

Domestic Tourism Leads the Way

Domestic visitors were the cornerstone of the region’s success, contributing $1.4 billion to the total expenditure—a remarkable 12% increase compared to the previous year. 742,000 domestic travellers flocked to the Whitsundays, with intrastate tourism driving the surge.

Key Highlights:

Intrastate Boom: With 457,000 visitors, intrastate tourism grew 10% year-on-year, solidifying its position as the most significant contributor.
Overnight Stays: Domestic travellers enjoyed longer stays, with 3.3 million nights recorded—up 6% from the previous year.
Spending Power: Average spending per visitor jumped 10% to $1,927, while per-night expenditure climbed to $432.

Tim Booth, CEO of Tourism Whitsundays, praised these numbers, emphasizing the region’s value for domestic travellers.
“Our natural beauty, world-class experiences, and strong regional connectivity have made the Whitsundays a top choice for Australian travelers. The extended length of stays and higher spending reflect how much people treasure their time here,” Booth said.

International Visitors Rebound with Record Spending

Bowen Horseshoe Bay.

International tourism is steadily regaining its pre-pandemic momentum. 188,000 international visitors were welcomed, marking an 85% recovery compared to 2019. The record-breaking $196.7 million in international spending was even more impressive, achieving a 129% recovery rate.

Key Markets Driving Growth:

United Kingdom: The UK emerged as the most significant international market, with 56,000 visitors—130% of pre-pandemic levels.
North America: Led by the United States, North American visitors reached 35,000, achieving a 112% recovery.
Europe: While France surged with a 117% recovery, Germany trailed at 70%.
Asia: Asian markets faced challenges, with visitation recovering to just 33% of 2019.

International visitors averaged 6.4 nights in the region, spending $1,047 per trip—an astonishing 51% increase year-on-year.

“These results reflect the global allure of the Whitsundays. Key markets like the UK and North America are not only recovering but exceeding expectations,” Booth added.

Local Leadership Applauds Resilience and Growth

Whitsunday Regional Council Mayor Ry Collins celebrated the region’s achievements, emphasizing tourism’s economic and cultural impact.
“This $1.6 billion milestone is a testament to the resilience of our tourism operators and the enduring appeal of the Whitsundays. Beyond supporting local jobs and businesses, these numbers reaffirm our region’s status as a must-visit destination on the world stage,” Collins said.

Looking Ahead: Sustaining Momentum

As the Whitsundays basks in its record-breaking year, stakeholders are already focused on sustaining growth. Strategic partnerships, innovative marketing campaigns, and infrastructure improvements are on the agenda to ensure the region’s continued success.

“We’re committed to maintaining this momentum by delivering world-class experiences and expanding our reach into untapped markets,” Booth stated. “The Whitsundays will continue to set benchmarks as a leading destination.”

Why the Whitsundays Continues to Shine

Nestled in the heart of the Great Barrier Reef, the Whitsundays offers an unparalleled combination of natural beauty, adventure, and luxury. From iconic Whitehaven Beach to luxurious island resorts, the region promises unforgettable experiences for every traveller.

Plan Your Visit: To explore the Whitsundays and plan your next getaway, visit Tourism Whitsundays.

This sensational growth underscores the Whitsundays’ reputation as a beacon of resilience and innovation in Australia’s tourism sector. With strong domestic support and a resurgence in international markets, the region is poised for an even brighter future on the global stage.