Full Report - Port Douglas Chamber of Commerce

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Key target segments are First-time Couples for international
and Restful Break (affluent repeats) for domestic
• The existing composition of domestic tourists are skewed towards the more affluent segments. However
the top Family Holiday segment are typically concentrated during high seasons and it is competing
directly with established family entertainment destinations such as Gold Coast.
• The key target segments are Restful Break (domestic) and First-time Couples (international), due to
(i) their relatively large spending budget, (ii) strong fit with Port’s offerings, (iii) relatively less seasonal, and
(iv) there is potential for spillover effect - them bringing their family back to Port for holiday in the future.
Segment
% total
Domestic
visitors
© MBS MBA 2012 Student Project – Revitalising Port Douglas
Domestic International
Nights
Stay in PD
and Daintree 1
Budget 2
per night
% total
International
visitors
Nights
Stay in PD
and Daintree 1
Budget 2
per night
Family Holiday 30% 9.0 236 13% 7.3 328
Restful Break
(Repeats)
29% 9.1 246 9% 9.1 250
Social 13% 8.8 194 11% 6.1 221
First-time Couples 12% 7.5 213 24% 7.5 270
Campers &
Backpackers
Other
including tours
Key target segments
Potential flow-through impact
9% 8.6 205 35% 4.9 144
6% n.m. n.m. 9% n.m. n.m.
Note: 1. Length of nights stay is approximate of total stay in the Port Douglas and Daintree region – visitors typically spend most of their time in the town of Port Douglas, and
spend an average of 0.8 day each in Daintree, Cape Tribulation and Beaches, plus a daytrip to Mossman.
2. Spending budget calculated as planned budget per adult visitor per night. For families with children, the budget is split 70/30 between parents and children. Budget is likely to
be higher than actual spending.
Source: James Cook University Survey of 987 tourists in Port Douglas in 2011, TPDD.
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