This week, Capricorn Enterprise is participating in Tourism and Events Queensland’s Queensland is Calling: UK & Europe 2025 trade roadshow, with Eloise Chaffers attending to connect with leading international travel buyers and agents across key European markets on behalf of our local industry.
Held in Mallorca from 21st to 25th September, the core trade program featured 48 face-to-face, 8-minute appointments with wholesale buyers from the UK and Europe—providing a valuable platform to showcase the Capricorn Coast, Southern Great Barrier Reef and build long-term trade relationships ahead of the Australia Tourism Exchange (ATE) 2026, along with team building activities and networking events. The two days focused on a dedicated product manager workshop, with an overwhelming number of travel trade (buyers) in attendance – including 63 from TEQ key source markets, spanning the United Kingdom (UK), Germany, France, Italy, Netherlands, Switzerland and Austria.
The Queensland roadshow then continued onto Germany (Cologne) where more than 50 German retailers were educated about the appeal of the current Queensland tourism offering, as well as the Queensland sellers being treated to a tour of the Lindt Chocolate Museum. The last stop for the roadshow was in Manchester, with 55 UK retail agents attending.
In addition to the official TEQ program, Eloise will also host targeted UK sales activity, including in-store training at Audley Travel’s head office in Witney—building on a successful SGBR campaign partnership in the 2023–24 financial year. She’ll also visit Travelbag’s top-performing store in Winchester, which conveniently happens to be her hometown, and connect with teams at Travelbag Cheltenham to promote the region and support front-line sales.
Capricorn Enterprise partnered in an SGBR Travelbag campaign last financial year and is continuing that partnership in 2024–25 through a dedicated Capricorn Coast, Southern Great Barrier Reef campaign, in collaboration with Tourism and Events Queensland. This joint investment ensures our region remains front-of-mind for UK travellers and aligned with trade partners actively selling Queensland holidays.
Our international activity is thanks to our successful EMDG (Export Marketing Development Grant) for 25/26 and 26/27 via the Federal government’s Austrade. Without this funding, we would not be able to participate in overseas trade missions or engage in Key Distribution Partner international marketing campaigns.
Southern Great Barrier Reef Tourism Hits Record Highs
Overnight international visitor expenditure in the Southern Great Barrier Reef (SGBR) destination has hit a NEW RECORD, according to the latest statistics released today by Tourism Research Australia (TRA) for the year ending June 2025. The SGBR destination encompasses the regions of Capricorn Coast region including Rockhampton, Gladstone region including Agnes Water/Town of 1770, Bundaberg region including North Burnett.
SGBR overnight visitor expenditure to year ending June 2025 was $128.4 million, up 67.1 %, a NEW RECORD
SGBR international visitors for year ending June 2025 was 88,000, up 9.8% year on year (60,000 of these visitors are here for a holiday, up 8.9%, 19,000 of these visitors are Visiting Friends and Relatives, up 76.3%)
SGBR Visitor nights was 1.95 million, up 70.2% year on year
SGBR Average Length of Stay for international visitors is 22.2 nights, up 7.9 nights year on year
SGBR Spend per night is $66
SGBR Spend per visitor is $1,459, up 52.2% year on year
Our six key international markets for the Capricorn Coast, Southern Great Barrier Reef are UK, NZ, Germany, USA, France and Scandanavia, so our targeted efforts in Europe/UK and NZ over a number of years in partnership with our Tourism Trade Ready operators, neighbouring regions and TEQ are being reflected in these excellent results.
