3 May 2023
Are you ready to experience Brass Monkey season?
Southern Downs Regional Council is proud to announce that the annual celebration of the Southern Downs as Queensland’s Cold Country has begun and invites visitors to #SeeSouthernDowns this autumn and winter.
Council’s Chief Executive Officer Dave Burges said the Southern Downs is renowned for its four seasons, and this year, the region’s tourism campaign embraces four themes around its four distinct seasons.
“We have the perfect mix of breathtaking natural landscapes, immersive wine experiences, fresh local produce and exhilarating events celebrated across four distinct seasons,” Mr Burges said.
“QLD’s Wild Country heralded summer 2022-23, QLD’s Wine Country celebrated autumn 2023, QLD’s Cold Country will embrace winter 2023 and spring is aptly themed QLD’s Horsepower Country to reflect the vibrant motorsport and equine events calendar spanning August and September 2023.
“Our tourism campaign is produced under Council’s Southern Downs & Granite Belt tourism brand and uses web content (www.southerndownsandgranitebelt.com.au) and social media to spread awareness of the region through targeted strategies.
“The campaign is delivering content to the newsfeeds of travellers who are interested in exploring our region and inviting them to download seasonal digital look books containing inspirational travel ideas based on each unique theme.
“In addition, visitors to the region are invited to tag their photos and videos online with the hashtag #SeeSouthernDowns.”
Council’s investment in the region’s tourism under the Southern Downs and Granite Belt brand feeds into the activities of the other major tourism bodies who promote the Southern Downs, including Tourism Australia, Tourism & Events Queensland (TEQ); Southern Queensland Country Tourism (SQC) and Granite Belt Wine Tourism. Together these organisations work to provide year-round promotion of events and experiences in the Southern Downs at local, state, national and international levels.
“Nature-based tourism travel remains a major jewel in the crown for the Southern Downs as is evident in the truly engaging content published on Council’s social media that is flowing organically on to the TEQ and Tourism Australia social media pages,” Mr Burges said.
According to the latest domestic tourism statistics issued by TEQ, domestic visitors in Australia spent $101.3 billion in the year ending December 2022, which is 25.5 per cent higher than pre-COVID benchmarking.
For SQC, which includes the Southern Downs and Granite Belt, visitation in the December 2022 quarter was up 4.8 per cent and nights were up 26.8 per cent compared to the December 2019 quarter.
By source market, interstate visitation reached a new record of 456,000 (up 4.7 per cent). Intrastate visitation was up 15.1 per cent compared to 2019 at 2.1 million.
Domestic overnight visitor expenditure grew by 42.5 per cent compared to 2019 to a record $1.1 billion. This was because spend per night grew 26.2 per cent to $171, as well as record visitation and nights. Total nights grew by 12.9 per cent to 6.7 million and total visitors grew 13.1 per cent to 2.5 million. Both holiday visitation (up 35.7 per cent to 828,000) and visits to friends and relatives (up 5.8 per cent to 994,000) have grown compared to 2019.
“These are incredible and encouraging statistics for our region. With the addition of new domestic flights at Wellcamp Airport, tourism opportunities for the Southern Downs are opening up more than ever before.
“Brand awareness and advocacy are the cornerstones that Council builds upon year-on-year to drive tourism marketing for the region. The outcomes of Council’s Economic Development Strategy 2022-2026, Council’s Tourism and Events Strategy 2021-2025 and the creative guidance of the Communications and Marketing team to develop and execute the plan has once again delivered another unique campaign in an increasingly competitive market.”
Digital look books can be downloaded from the tourism website at www.southerndownsangranitebelt.com.au by following the link to the latest campaign on the home screen.
Council’s tourism brand, Southern Downs and Granite Belt, is managed in-house with dedicated tourism marketing activities delivered annually. Marketing activities generally include social media, direct marketing, advertising campaigns, printed collateral and content management. Council also manages two Visitor Information Centres in Stanthorpe and Warwick and maintains the popular Southern Downs and Granite Belt Visitor App featuring a live events calendar, interactive maps and more.
Keep an eye out for region-wide promotion in print, online and radio of Council’s digital platforms during May, including the Southern Downs and Granite Belt Visitor App.
Last edited date 03 May 2023