Billion-dollar tourism industry for the Moreton Bay Region thanks to wave of new visitors
Moreton Bay Region is proving itself as one of Queensland’s must-visit destinations thanks to the diversity of attractions, tourism operators and vibrant annual calendar of events.
An independent report commissioned by Moreton Bay Region Industry & Tourism (MBRIT), the region’s Official Destination Management Organisation, has revealed that the region is experiencing a golden era in tourism, with a visitor economy worth almost $1 billion.
In 2017, 3.6 million visitors made their way to Moreton Bay, a massive 47.5 per cent increase on visitor numbers in 2010.
Those visitors spent close to $1 billion at local tourism operators, businesses and cafes, supporting more than 13,000 jobs.
This visitor spend represents an increase of 30 per cent in just three years and bucks the trend of other areas in South East Queensland, that have experienced a significant drop in recent years.
People are staying longer too, explains Moreton Bay Mayor Allan Sutherland, with the length of stay for international visitors now an average of four nights.
“One of the figures that amazes me the most is that in just three years, the number of tourism businesses in the region has surged from a smidgen over 1,000 to more than 3,000 today,” Cr Sutherland says.
“You look around and there’s new hotels and venues in Eatons Hill, North Lakes, Bribie Island and Redcliffe; new cafes and restaurants along the water and throughout the hinterland. The existing guys say they’ve never been busier. It’s brilliant. And it means more jobs for locals.”
MBRIT chief executive officer Shane Newcombe says the huge uptick in tourism numbers is the direct result of major investments by Moreton Bay Regional Council, government and business, a jam-packed events calendar; and the promotion of Moreton Bay Region’s natural assets.
“For example, for every dollar the council invested in tourism for 2017, it generated $609 in economic activity for businesses, tourism operators and accommodation providers,” he says. “A decade ago, it’s fair to say there wasn’t much on offer. Today, Moreton Bay can boast events like the Woodford Folk Festival, Jetty 2 Jetty Fun Run and Redcliffe KiteFest, and attractions like Bee Gees Way, Pumicestone Passage and D’Aguilar National Park.”
The report also reveals that people are travelling from not only all over the country, but now the world to experience what is on offer in Moreton Bay.
“I think as a region, we’ve done huge amounts of work in terms of building up a regional identity, creating a digital presence to promote what we have on offer, and in building a product that people want, and it’s finally paying off,” he says.
Proving that Moreton Bay is no longer just a pit stop to the rest of Queensland, the independent report revealed the following data about the state of the region’s tourism industry:
- Total visitors: 3.6 million per year (700,000 increase since 2015)
- Projected visitors by 2022: 4.2 million per year
- International visitor average length of stay: 4 nights (increased from 1 night in 2015)
- Visitor expenditure: $914.7 million per year (increased from $699.6 million in 2015)
- Projected visitor expenditure 2023: $1.34 billion
- Direct and indirect jobs from tourism: 13,300
- Tourism business in the region: 3,007 (1,975 increase since 2015)
- Projected additional visitors by 2025: 932,992 (increased from 436,039 in 2015)
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