Tourism in Action: A word from Brett Fraser, June 2023
As we turn the page on another financial year, it is fantastic to close the last six months with the news that Queensland is Australia’s top holiday destination. The latest data from Tourism Research Australia (TRA) shows that, in the year ended March 2023, our state set new benchmarks of success by welcoming a record 26 million domestic visitors, who spent a record $29.3 billion. Most notably, spending records were broken by almost all our state’s regions. A testament to the popularity and visitor appeal of all Queensland’s unique landscapes.
While we celebrate these achievements, we remain mindful of the gradual return of the international market and the immense importance of global visitors. Although the revival of the international market has been slow, the latest data from TRA shows that globetrotters, with their deeper pockets, are coming back. In the year ending March 2023, Queensland welcomed 1.3 million international visitors who spent a significant $3.6 billion.
With big visitor numbers comes big demand for a skilled workforce. Through QTIC delivered workforce initiatives and programs, we are helping to ease the labour pressures currently experienced by many industry businesses. In this newsletter, you will read about the one-on-one support we are providing operators through our Industry Workforce Advisor program and the alternative qualification pathways offered by QTIC, which are seeing more chefs enter Queensland kitchens.
It is also important for our industry to support the rising talent that will form the backbone of tourism moving forward. This month, we celebrated exceptional industry education and the secondary students who have set their sights on a career in tourism at QTIC’s 26th Salute to Excellence Awards skills test day. More than 30 student finalists impressed industry leaders and judges on the Gold Coast with their inspiring drive and skill. I look forward to celebrating their dedication and applauding the winners at the Awards Ceremony dinner next month.
Not only was tourism education spotlighted this month, but we also celebrated outstanding regional destinations at the QTIC 2023 Queensland Top Tourism Town Awards. I commend Caloundra, Airlie Beach, and Winton, who, after an extensive judging process and public vote that attracted more than 20,000 votes, were crowned the state’s best regional holiday locations. I applaud these communities for their dedication to visitor excellence. Their warm welcome and local flair keep visitors coming to Queensland.
As we move into a new financial year, we are inviting all our QTIC members to join us in our next chapter by renewing your membership. For those of you who have not previously been members, I encourage you join, as we work together to build on QTIC’s incredible values and purpose. Moving forward, QTIC will be engaging more with our members to better ensure that your concerns and priorities are heard and actioned by those in power. Please join us as we work together to shape and influence the future of Queensland tourism.
Brett Fraser
QTIC CEO
