2021-03-09 P&E Agenda - Item 5 - Attachment 1 - Noosa Trail Masterplan

                          Table 4.       Key Markets/Trail Users6


                                                                                                                             Destination Trail   Trail Users while
                            Identified Tourism Market                                                                             Users            on Holidays

                            Experience seekers:

                            International visitors that prefer to travel to new and different places                                 Y                   Y

                            Highly predisposed to Australia’s offer                                                                  Y                   Y

                            More likely to stay longer, spend more and disperse to regional areas                                    Y

                            Found amongst all age groups, income levels and geographic locations                                     Y                   Y


                            And are seeking:

                            Authentic personal experiences                                                                           Y                   Y

                            Social interactions                                                                                      Y                   Y

                            Meeting and interacting with the locals                                                                  Y                   Y

                            Experiencing something different from their normal day-to-day life                                       Y                   Y

                            Understanding and learning about different lifestyles and cultures                                       Y                   Y

                            Participating in the lifestyle and experiencing it, rather than observing it                             Y                   Y

                            Challenging themselves – physically, emotionally and/or mentally                                         Y

                            Visiting authentic destinations that are not necessarily
                                                                                                                                     Y                   Y
                            part of the tourist route

                            Exposure to unique and compelling experiences                                                            Y                   Y


                            Dedicated discoverers:

                            Visitors travelling primarily for learning and new experiences                                           Y                   Y

                            Those who want to discover something new                                                                 Y                   Y


                            Aspirational achievers:

                            Visitors travelling primarily for relaxation and indulgence                                                                  Y

                            Those who view travel and holidays as a reward for their hard work
                                                                                                                                     Y                   Y
                            and success in life




                          6 Tourism Research Australia 2019, National Visitor Survey (NVS) and International Visitor Survey (IVS)




NOOSA TRAIL MASTERPLAN | APRIL 2020                                                                                                                              21