Tourism in the Bundaberg Region: Playing the Long Game
AT A GLANCE
• Domestic tourism continues to underpin the Bundaberg Region’s visitor economy, supporting local jobs and local businesses.
• Occupancy and booking windows are performing strongly, while improving value and yield remains a deliberate long term focus.
• Additional accommodation and air connectivity are achievable when demand, planning and investment align.
• Sustainable tourism growth is a shared effort and one that delivers enduring benefits for our whole community.
As we move into 2026, the Bundaberg Region’s visitor economy continues to demonstrate resilience and genuine opportunity, underpinned by strong domestic demand. It’s encouraging – and it also reinforces an important truth: sustainable tourism growth is a long game, not a quick win.
WHAT THE DATA IS TELLING US
As shared before Christmas, Tourism Research Australia data shows that in the nine months to September 2025, domestic visitors contributed $1.5 billion to the Southern Great Barrier Reef region, more than 5% of Queensland’s total domestic tourism market. Overnight visitors alone spent $1.1 billion, with 1.5 million visitors staying a total of 4.8 million nights.
That’s a powerful vote of confidence in the Bundaberg Region and the experiences our businesses deliver.
Recent accommodation data adds further context. Over the peak holiday period (1 December 2025 to 7 January 2026), occupancy built steadily to a Christmas/New Year peak of just over 82%, broadly in line with seasonal norms. As expected, demand eased quickly after the school holidays, marking the start of the traditional off-season.
Looking ahead, forward bookings show a familiar pattern - a strong start to January, a softer February and mid-March, then a clear lift into Easter, which remains a critical tourism season for our region.
The positive takeaway is that occupancy levels and booking windows are tracking at or above the Queensland average, reflecting ongoing confidence in the destination. Where we continue to lag is average daily rate, which remains below the state benchmark. In short, rooms are filling, but at lower price points.
That matters, because sustainable growth isn’t just about volume; it’s about value.
Improving yield over time relies on the right mix of accommodation, compelling experiences, effective marketing and confidence from both visitors, locals and investors. There are no shortcuts here.
ACCOMMODATION: A KEY PIECE OF THE PUZZLE
Forecasting shows the region will need around 800 additional beds by 2030 to meet demand and support broader economic growth. This isn’t simply about adding rooms, it’s about helping visitors stay longer, spend more locally and experience more of what the Bundaberg Region has to offer.
In 2025, Bundaberg Tourism worked closely with Bundaberg Regional Council to support detailed demand analysis, feasibility studies and market forecasting to better understand barriers to hotel investment. Council continues to work diligently with investors on key sites across the region.
Well-planned accommodation development supports tourism, business and the wider community, but it must be done thoughtfully and sustainably.
CONNECTIVITY AND CONFIDENCE
Air connectivity is another area where alignment matters. Interest from Sydney and Melbourne continues to grow, but airlines need to see sustained demand and strong local support before committing to new routes. That’s why backing the services we already have is so important.
More flights are absolutely achievable, but only if we build demand together and demonstrate confidence in the market.
PROGRESS WITH PATIENCE
There is plenty to be positive about: strong visitation, solid domestic demand and growing interstate interest. At the same time, meaningful, lasting outcomes take time.
When industry, government, community and visitors work together, we create a visitor economy that benefits local businesses, local people and the long term future of our region.
Tourism is truly a collective effort, and the Bundaberg Region’s journey continues with optimism and purpose!
