Data driving southwest tourism
WHEN it comes to drawing tourists to the southwest, it’s all in the data – that’s according to a chief tourism officer.
Southern Queensland Country Tourism CEO Peter Homan was in St George this week to meet with members of the local Chamber of Commerce to discuss methodes to boost tourism in the Balonne region.
Against the backdrop of premier tourist attract, Riversands Wines, Mr Homan told the meeting that SQCT were going to source data on travellers through the southwest from Pitney Bowes.
“Currently we are getting our data from Tourism Research Australia who collect mobile phone movement information from Telstra, but we are moving to use Pitney Bowes who are the location experts of the world,” he said.
“They can provide us with powerful information that can tell us where tourists come from, where they have been and can filter out the regulars – those who live here and are just travelling to and from Toowoomba, Roma or Goondiwindi.
“We will be able to find our who came here, why they came here and give us clearer figures on actual visitors to the region.”
Mr Homan believes that this data would enable SQCT to work with the regions on targeted campaigns to draw travellers to the stay longer in the southwest.
“These campaigns need to focus on getting people to immerse themselves into the area, experience what is there and talk with the locals,” he said.
“If we can work out some experience packages, I believe visitors will spend longer in one area and this is vital to help those in the southwest.
“The data we receive this year will really help us create these campaigns and target those in the market for the experiences on offer.”
SQCT will be among the tourism bodies to receive a share of $6 million in State Government tourism funding this year.