The Gulf Savannah region is ripe for farm stay opportunities. Knowing the regional market trends and influences will empower you to make informed decisions to start and operate your farm stay business.
Growing visitor nights and expenditure
The visitor economy is a significant economic contributor in the Gulf Savannah region. In the year to June 2023, approximately 98,000 people visited the Gulf Savannah region for leisure (Source Tourism Tropical North Queensland).
In 2023 overnight visitor expenditure in the Gulf was around $93 per night, which is relatively low compared to surrounding areas such as Outback Queensland which is around $183 per night and Cairns which is around $312 per night. This can largely be attributed to the types of visitors travelling to the Gulf Savannah region (often self-drive with caravans and campers, over 50s), the lack of visitor experiences and products, and limited number of accommodation providers.
If our region increased the types of experiences visitors are looking for, including farm stays and Indigenous cultural experiences, visitors would stay longer, and spend more (higher yield). In fact, if visitors were to stay one extra night, and spend an extra $60 during their stay, this would equate to a $49.8 million in extra visitor expenditure each year for the Gulf Savannah region.
GSD is working with Councils and industry across the Gulf Savannah region, and with Tourism Tropical North Queensland and Queensland Government to attract more visitors to the region and create the tourism products, experiences and infrastructure that will keep visitors in the region for longer and spending more.
As Queensland seeks to achieve the Towards Tourism 2032 visitor targets, we know there is a shortfall of around 275 visitor rooms per year in the Gulf. By increasing accommodation options, we can fill this shortfall, attract more visitors and more expenditure in the region. Farm stays are a crucial part of providing additional nights and provide a wonderful opportunity for farmers to diversify income and become more resilient.
Building the picture
Visitation to the Gulf Savannah region varies season to season and can be influenced by severe weather events or other factors, meaning visitation numbers fluctuate month by month, and year to year. When starting a farm stay, it’s important to recognise key factors that are driving tourism in the region.
Gulf specific data provided by Tourism Research Australia from the National Visitor Surveys and International Visitor surveys for the March 2021 to September 2024 period shows that:
- Of the visitors travelling to the Gulf Savannah region, 54.6% are holiday visits and 45.4% are for business.
- 61% of holiday visits are by intrastate visitors (i.e., from within Queensland)
- 65% of holiday visitor nights are made by visitors over the age of 50.
- On average, holiday visitors stay around 4.4 holiday nights – broken down further interstate visitors stay an average of 6.4, intrastate an average of 3.6, and international nights an average of 3.8 nights.
- Gulf Savannah visitation over a 10 year average show that the months from July-October (4 months of the year) account for 72.9% of all visitors. In 2023, the months of June-September (4 months of the year) accounted for 81.7% of all visitors.
Additional historic visitor statistics specific to the Gulf Savannah region are detailed below. This information was obtained through surveys of visitors to the Gulf Savannah region in 2017. While the data is not current, it still provides useful insights into the Gulf visitor economy.
Key visitor statistics from the Gulf Savannah Development Tourism Survey Report, March 2018 are as follows:
| Average Length of Stay | 13.98 Days |
| Average Expenditure | $94.02 per person per day |
| Total Value to the Gulf | $69.8m |
| Dominant Age Group | 31% were aged between 60-65 years old |
| Dominant Travel Group | Couples as the dominant travel party type at 60.1% |
| First or Return Visit | 36% first time, 56% return |
| Most Visited Town | Georgetown (88%). Burketown registered a significant increase in visitations between 2012 (22%) and 2017 (54%) |
| Accommodation Type | 69% Caravan Parks, 24% free campsites |
| Entry Points | 38% via Cairns/Mt Garnet/Mt Surprise, 34% via Burke and Wills Roadhouse |
| Use of digital devices | 94 % used smart phones during visit, 50% used tablets, 41% used laptops. |
Origin of visitors to the Gulf Savannah Region
Primary mode of transport to travel around the Gulf Savannah
This data shows us that most visitors travel in 4WD vehicles with a caravan, or 4WD only. Therefore making your property accessible to caravans and 4WD will greatly increase your potential visitor market.
Average visitor expenditure per item (per person, per week)
This data shows us that in 2017, people spent around $650 per person per week when they travelled to the Gulf. This would have increased since 2017 and would increase further with new experiences on offer such as farm stays and new experiences as many visitors are willing to pay for unique ‘outback’ experiences.
Types of experiences people like
| Activity | I/We Did It | Very Interested (If Offered) | A Bit Interested (Depends on Price) | Not Interested |
|---|---|---|---|---|
| Cattle Station Tours | 15.4% | 53.8% | 23.1% | 7.7% |
| Mineral Bath Experience | 24.4% | 53.7% | 12.2% | 9.8% |
| Bush Tucker Tours | 19.5% | 48.8% | 14.6% | 17.1% |
| Farm Stays | 10.8% | 45.9% | 24.3% | 18.9% |
| Bands/Music on the Salt Pans | 5.1% | 43.6% | 20.5% | 30.8% |
| Bird Watching Tours | 10.3% | 38.5% | 30.8% | 20.5% |
| Aerial Tours & Joy Flights | 23.7% | 36.8% | 28.9% | 10.5% |
| Star Gazing/Salt Pans | 20.5% | 35.9% | 33.3% | 10.3% |
| Crocodile Spotting Tours | 43.9% | 34.1% | 4.9% | 17.1% |
| Fishing Charter River | 30.8% | 30.8% | 17.9% | 20.5% |
| Historical Township Tours | 41.9% | 30.2% | 20.9% | 7.0% |
| Fossil Tours | 23.7% | 28.9% | 26.3% | 21.1% |
The visitor survey sought feedback on activities that visitors had participated in, as well as level of interest in activities that were either not offered at the time, or not widely offered. Cattle and farm stays rated high as experiences that people were very interested in. Other activities that rated high were bush tucker tours, bird watching, and star gazing. This tells us visitors want to experience farm stays and the unique activities that farms stays offer.
Farms stays of interest to local farmers
A 2017 survey with a small sample of Gulf farmers showed that over two thirds of respondents were interested in starting a farm stay. Over half stated this was mostly due to ‘revenue to supplement or diversify income streams.’ Other reasons stated were to support the regional economy and educate visitors on farming life.
Respondents stated they would consider offering experiences such as homemade cooking, mustering, tours, station hand work, fishing and horse riding.
These responses show that there is interest in new farm stays in the region, with a range of different experiences that could be offered.
What the data means for your farm stay
When thinking about this data, you should think about what experience you might offer and who you could market your farm stay to. For example you may:
- Choose to offer 3 or 4 night packages, aimed at the over 50s market.
- Encourage younger families from within Queensland to visit by offering adventure activities and unique experiences as part of a drive holiday.
- Consider the business market and offer special packages to entice them to stay longer.
- Provide visitors with caravan spaces to stay on your property, and the opportunity to be self-contained.
- Offer popular experiences such as bush tucker tours, bird watching, star gazing and fishing.
The Gulf visitor season is usually from beginning of April to late October. You should also consider the times of the year when most visitors come to the Gulf Savannah region – between June and October – and decide if you want to offer your farm stay experience outside of these months. You may for example be able to offer a shoulder season ‘green’ experience to showcase the magnificent environment and wildlife that comes from the wet. You could also open your farm stay for business travellers who come in the shoulder season.
ACTION: Considering the data, write down what market factors would influence your farm stay, and the months of the year you could potentially open.
Visitors to the Gulf Savannah Region
A range of visitors are attracted to the Gulf Savannah region. Understanding these types of visitors can help you pinpoint who you might want to attract for your farm stay.
ACTION: Consider the markets below and write down who you could attract to your farm stay.
- Domestic retired travellers on a journey of a lifetime (55-80 years)
- Travel in a caravan or camper and stay in campgrounds
- Enjoy short walks, local history, bird and wildlife watching, rural Australia and Indigenous culture, local food and wine experiences
- Usually stay in destinations for longer but are mindful of expenditure
- Travel to experience iconic events such as rodeos or music festivals
- Australian families looking for a getaway from busy city life
- Take long trips with a caravan or camper; or short school holiday trips in the car or by plane
- Spend time in nature and learn about different cultures, environment and history
- Interested in interactive experiences (e.g. guided tours)
- May want a self-contained budget experience, or a high value holiday with inclusive and quality immersive experiences
- International and domestic high yielding working couples – these visitors spend more during their stay
- Seek a short and rejuvenating break away from high stress, city based roles, or an exotic overseas adventure
- Likely to fly in and buy an all-inclusive package
- Seek unique, high quality eco/nature based accommodation and experiences including all-inclusive touring, dining and transfers
- Domestic visitors travelling for work or for corporate events
- Stay in major hubs for work
- Seek things to do in their free time close to work (such as sightseeing, outdoor recreation, fishing etc)
- Participate in field trips and team building opportunities
- International and domestic, often backpackers
- Self-drive in a 4WD or camper, or budget tour
- Seek immersive, interactive and photo worthy experiences
- Interested in nature based adventure, Australian history and culture and participating in cultural workshops and guided activities
- Keen to meet and learn from local people
- Mindful of budget and may also take on short term work.
- Seek iconic events e.g. rodeo / music festivals
- Fly or drive to visit and stay with family and friends, may be for a holiday or special occasion (Christmas, birthday etc)
- Stay with family and friends
- May undertake short regional sightseeing experiences guided by local family and friends, or dine out
- rimary, secondary and tertiary school groups
- Focus on education based trips that meet the Australian curriculum, generally facilitated by education travel specialists/coach tours
- Seek experiences that involve history, Aboriginal culture, science and the environment
- Interested in hiking, camping, cultural workshops, ranger guided experiences and other highly interactive experiences that will immerse students
- Involve a broad mix of visitors depending on type of tour
- Can be budget, youth, private family and friends, high value travellers
- Budget tour groups may camp with tour guide overnight
- High value groups (through 4WD tour or air tour)
- Seek cultural and food and beverage experiences and activities
- Support local art and craft sales and may engage local tour guides
Source: Gulf Savannah and North West Outback Queensland Tourism Opportunities Analysis 2022
Demands and trends in tourism
Visitors to the Gulf Savannah region enjoy a range of activities and experiences, in fact it’s what makes our region so attractive. The farm stay market is an important part of supporting and growing tourism in the region.
ACTION: Think about the following regional priorities and write down how your farm stay could contribute.
- Nature based tourism – Star gazing, bird and animal watching, glamping, etc
- Adventure tourism – Kayaking, 4wd adventure, hiking, fishing, etc
- Australian Culture – Gulf outback way of life, heritage, local food produce, craft beer, etc
- Indigenous culture – on country cultural experiences, native foods, etc
- Outback events – Food and wine, music, rodeos, festivals, etc
- Road trips
Some visitor activities have experienced significant upward trends across Australia recently.
ACTION: Think about the following experiences and whether your farm stay could attract visitors who seek these high demand experiences.
- Mountain biking
- Edu-tourism
- Birdwatching
- Agritourism
Source: Gulf Savannah and North West Outback Queensland Tourism Opportunities Analysis 2022
Why are farm stays important to the Gulf Savannah Region
Farm stays provide visitors to the Gulf Savannah region with unique, immersive experiences they won’t experience anywhere else.
They support local economies, promote sustainable tourism practices and highlight many of the wonderful aspects of our region first-hand including our thriving cattle, agricultural and fishing industries, and local Aboriginal culture.
Farm stays support the lucrative drive tourism market as they offer experiences that are highly sought after with the key drive demographic, specifically older couples and families.
In recent years there has been strong interest from farmers interested in becoming involved in a farm stays, with many stating it was a good way to diversify income.
Local, regional and state priorities
The farm stay market is well supported by local governments, tourism organisations and peak body associations due to its potential to drive economic development in the region.
Below are examples of tourism priorities across different levels of government that specifically align to farm stays:
- Build a sustainable tourism industry
- Convert high value travellers from priority markets
- Connect visitors with meaningful experiences
- Promote Indigenous tourism experiences
- Promote and develop self-drive itineraries
- Expand shoulder and off-season events
- Provide links to agricultural projects and stakeholders
For more information about whole of government tourism priorities you can read:
- Thrive 2030 – The re-imagined visitor economy
- Towards Tourism 2032
- Tourism and Events Queensland Strategic plans
- TTNQ Destination Management Plan
- Outback Queensland Destination Management Plan
Council strategic and corporate plans highlight key local priorities, including those that support tourism, and are available on local Council websites.
Support for my business
The graphic below provides a snapshot of key tourism organisations that support the Gulf Savannah region. Each organisation works together to drive tourism demand by marketing Australia and its regions.
Gulf Savannah Development is the regional economic development agency supporting the region, Councils, businesses and communities. GSD is a not for profit membership based organisation advocating for the region, facilitating initiatives and delivering projects that grow the regional economy. GSD can support you and your business to develop a farm stay.
GSD is developing a Gulf tourism collective, promoting the region and working with businesses to develop new products and experiences.
Savannah Way Ltd advocates for and markets the Savannah Way as a globally recognised drive route starting (or finishing) in Cairns in Tropical North Queensland, across the Northern Territory’s Top End and finishing (or starting) in Broome in North West Western Australia.
Tourism Tropical North Queensland is the Regional Tourism Organisation marketing Tropical North Queensland, including the Gulf Savannah region.
GSD, Savannah Way Ltd and Tourism Tropical North Queensland work closely together, directly with tourism operators, and are excellent advocates for the development of new tourism products in our region.
Where can I get support?
There are multiple industry organisations that can support you when setting up and marketing your farm stay. Many of these organisations also lobby for positive change in the industry. They are a great source of information, providing helpful tips and advice on how to navigate the process.
GSD, Savannah Way Ltd and Tourism Tropical North Queensland work closely together, directly with tourism operators, and are excellent advocates for the development of new tourism products in our region.
ACTION: Visit each organisation’s website to find out more about how they can help you.
GSD can help you to navigate starting your farm stay business by mentoring you in how to use this farm stay guide as well as providing advice around local and regional support, networks and opportunities such as grants. GSD offers various business development and support services and membership options to all businesses and tourism operators. Other ways GSD can help include:
- Advocating, facilitating and delivering projects to support economic development across the region, meaning your business will benefit as a member. Members can obtain free Ambassador of Tourism membership from Tourism Tropical North Queensland
- Advocating for the Gulf Savannah region and tourism industry at local, state, and federal levels, seeking funding and support for initiatives that benefit the region
- Delivering marketing and promotion opportunities across the region
- Advocating for and supporting new products and experiences
- Providing tools and resources to help tourism operators market their products and services effectively
- Delivering training programs and workshops for businesses to improve skills
- Supporting networking opportunities to foster collaboration and growth, including with Councils, other tourism businesses and peak bodies
- Supporting business to prepare for, respond to and recover from disaster when they are impacted by severe weather
Savannah Way Ltd supports the development and promotion of the Savannah Way brand to enhance credibility and attract more visitors to businesses.
TTNQ is the Regional Tourism Organisation and offers support services and membership options to tourism operators including:
- Investing in destination marketing to drive demand, helping businesses reach a wider audience they otherwise might not reach
- Providing resources and guidance to help businesses adopt sustainable practices, contributing to the region’s goal of reducing carbon emissions
- Connecting businesses with other operators and stakeholders
- Offering training programs and workshops to help businesses improve their skills
- Advocating for the tourism industry at local, state, and federal levels, seeking funding and support for initiatives that benefit the region
The Gulf Savannah region is home to six councils that support local businesses by setting policies, strategies and legislation to guide businesses in their set up and operations. If you are considering a farm stay, contact your local Council as a first step to find out more about important regulations in your area. Council websites are provided below:
- Burke Shire Council www.burke.qld.gov.au
- Carpentaria Shire Council www.carpentaria.qld.gov.au
- Croydon Shire Council www.croydon.qld.gov.au
- Doomadgee Aboriginal Shire Council www.doomadgee.qld.gov.au
- Etheridge Shire Council www.etheridge.qld.gov.au
- Mornington Shire Council www.mornington.qld.gov.au
Key peak bodies that represent farm stay businesses and provide ongoing support include:
- Agritourism Queensland https://agritourismqueensland.au
- Bed & Breakfast & Farmstay Queensland http://www.bbfq.com.au/about-us/
- Farmstay Australia farmstayaustralia.com.au
- Australian Regional Tourism www.regionaltourism.com.au