Bundaberg Tourism has reported another record year for the region’s visitor economy at its Annual General Meeting this week, celebrating strong growth and a thriving tourism industry across the Bundaberg and North Burnett regions.
2024/25 marked one of the strongest years on record with the region’s tourism sector now valued at $500 million, contributing 6.4 % of Gross Regional Product (GRP) and supporting 4,300 local jobs.
Bundaberg Tourism CEO Katherine Reid said the results confirmed tourism’s vital role as the growth engine for the regional economy.
“We’ve seen incredible momentum in our industry this year, record visitation, record media reach and record confidence in our region’s tourism future,” she said.
“These results reflect the collaboration and passion of our operators, Councils and community, who together are putting the Bundaberg region and the Southern Great Barrier Reef on the global map.”
Highlights from the 2024/25 Annual Report
- Visitor economy growth: GRP up 16.8 % year on year, and a 16.5 % employment growth across the tourism sector (Tourism Research Australia).
- Major partnerships: Collaboration with Bundaberg Regional Council delivered the 2020 Hotel Demand Study, contributed to Queensland’s Destination 2045 plan and drove tourism and community engagement in the region’s Destination Management Plan and Economic Development Strategy.
- Inclusive tourism project: launch of the Accessible Destination guide, embedded accessibility thinking and design into destination planning, and building industry understanding of disability inclusion.
- Tourism industry excellence: The region surpassed state averages in the Best of Queensland Experiences Program (BOQE), with 72% of Bundaberg’s tourism operators assessed receiving BOQE recognition and achieving an outstanding 89.95 destination Global Review Index on ReviewPro.
- Trade readiness: The Bundaberg region now boasts 22 export ready operators, a 9.8% increase year on year in businesses developed for international market distribution.
- First nations tourism: In partnership with FNGGGBTB and GAPDL, with funding support from the Queensland Government, Bundaberg Tourism progressed the First Nations Tourism Action Plan, to be released early 2026.
- Marketing performance: BT’s 24/25 Summer Marketing Campaign reached over 6.6million people, delivering 43,600+ leads to operators (up 17 %) and generating an estimated $30 million in visitor spend.
- Annual PR activity delivered $189 million in media value (advertising equivalency), including significant international coverage through a partnership with NRMA to launch their new Turtle Sands accommodation driving significant domestic and international media reach.
- Culinary Campaign, reached 2.3 million+ people with over 43,000+ engagements, reinforcing Bundaberg’s growing profile as a premier food and drink destination.
- And the 2025 Winter Drive campaign delivered 1.1 million+ reach and over 208,000 engagements, inspiring drive visitors
Bundaberg Tourism continued to champion local operators through hands-on mentoring, capability workshops and participation in key trade events including the Australian Tourism Exchange and Queensland on Tour programs.
These activities strengthened trade relationships, enhanced product visibility in domestic and international markets and ensured the region’s tourism businesses remain competitive, connected and ready to grow.
Internally, the organisation completed a significant realignment, including relocating the Bundaberg Visitor Information Centre into the Hinkler Hall of Aviation, freeing up resources to reinvest into high-impact destination development activities.
Ms Reid said the year was one of “resilience, refocus, and renewal.”
“As we look ahead, Bundaberg Tourism is focused on building the next chapter of our destination story,” she said.
“We’re preparing to launch a refreshed regional brand and a new, accessible destination website in 2026 that truly reflects who we are and where we’re going.
“Our work to attract new accommodation investment, guided by the Hotel Demand Study, will be critical in meeting future visitor needs, while product development efforts will spotlight the region’s strengths in agritourism, cultural tourism, nature-based experiences and our reef-adjacent treasures.”
“Above all, we’ll continue investing in our people, supporting operators with training, trade-readiness and accessibility development to ensure the Bundaberg Region remains welcoming, competitive and ready for growth.”
Bundaberg Tourism Chair, Daniel Reeves said the organisation’s achievements reflected a united effort across the region.
“Tourism is a team sport.” Mr Reeves said.
“The Board is confident Bundaberg Tourism is in a strong position, guided by clear purpose, robust governance and committed partnerships.
“Our success lies in collaboration and the willingness of our industry leaders and partners to explore bold ideas that reflect the spirit that continues to drive our region forward.
“Bundaberg Tourism stands ready to capitalise on the momentum of the past year, growing a resilient, inclusive and sustainable future for the region’s visitor economy.”
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