Research shows Queensland a world leader in endurance event tourism

New research shows Queensland has emerged as a global leader in fitness and wellness tourism, with a report released by Tourism and Events Queensland revealing what drives active travellers to ‘bucket list’ endurance events across the state.

The Queensland Government through Tourism and Events Queensland (TEQ) supports a line-up of 17 world-class endurance events covering everything from triathlon to multi-sport challenges, running, mountain biking and cycling events and ocean swims stretching from the Gold Coast to Tropical North Queensland.

In the countdown to the Gold Coast 2018 Commonwealth Games, acting Queensland Minister for Innovation and Tourism Industry Development Shannon Fentiman said Queensland was proud of its reputation as Australia’s endurance event capital, commenting “last year, endurance events on the It’s Live! in Queensland calendar brought 60,000 visitors to the state and generated 430,000 visitor nights.

“These events were worth more than $100 million to Queensland’s economy in 2017.

“This research shows Queensland is a world leader in this field – there is a growing demand for unique endurance events that athletes can put on their bucket lists.

“Above all, the research tells us Queensland ticks all the boxes for this increasingly active, connected group of travellers, striving to ‘be their best’ and perhaps clocking up a personal best in paradise.”

The research, commissioned by TEQ, was undertaken by Strategic Facts, polling 3695 domestic and international participants in endurance events in Queensland.

It was conducted as part of a long-term strategy to better understand what drives these participants to Queensland and ultimately enhancing their experience in the best address on Earth.

The survey also found that 69% of international and interstate participants took a post-event holiday in Queensland with nearly 80% of them rating the holiday extremely highly.

Acting Minister Fentiman said Queensland also offered special childres’ events, family-friendly entertainment and enticer courses, enabling participants of all fitness levels to get involved.

She added “the fact that the majority of the athletes surveyed stayed for a holiday in Queensland after their sporting event just shows what a lucrative market this is.

“Our events portfolio continues to grow. Last year it was worth $600 million and this year it’s tipped to be worth around $780 million.”

Conducted in early 2017, the research was based on an online survey developed and distributed by endurance sport organisers to their participant databases. Almost 4,000 people participated in the survey.

Click here to view the Queensland: a world leader in fitness tourism study.

Images: The Gold Coast Marathon (top) and Mooloolaba Triathlon Festival (below).

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