The Perth Caravan & Camping Show was the first show of 2026 to experience the full effects of the current fuel crisis and being in a very remote location from Queensland there were concerns. That being said, some were very determined to travel no matter what. Others stated that should the environment change they were ready and motivated to hit the road.
The event attracted a total of 23,937 attendees, compared with 30,001 in 2025, a decrease of approximately 20% year on year. This was contributed in great measure to the effects of fuel insecurity and to a lesser extent fuel price increases, although very unseasonably high temperatures kept some away. Those who did attend were highly motivated to travel.
Daily attendance was as follows:
• Thursday: 3,625 (2025: 4,807)
• Friday: 5,003 (2025: 6,171)
• Saturday: 8,219 (2025: 10,525)
• Sunday: 7,090 (2025: 8,498)
Stand Performance and Visitor Engagement
Overall, the stand performed strongly in terms of engagement quality despite lower overall attendance at the show. The Queensland stand attracted highly motivated visitors, with some attendees indicating they came specifically to visit the stand.
Visitor interaction was consistently positive, with big uptake of brochures and itinerary based resources. The Drive Queensland guide and map were particularly well received, with visitors valuing practical travel planning tools. High demand collateral included Birdsville, Outback Queensland, Cairns/TNQ, Savannah Way, and event-related materials, with several items running out during the event.
Engagement was steady across all days, though traffic patterns varied:
• Day one saw a lot of questions and conversations with attendees very thirsty for Queensland knowledge, it has been some years since Queensland had representation at this show and they were very happy to see us.
• Mid show (Friday/Saturday) had peak brochure collection and high intent travellers.
• Sunday attracted more future planners rather than immediate travellers.
Interactive content creation (e.g. video interviews for International Day of Happiness) added a dynamic engagement element and supported broader destination promotion.
Key Travel Trends and Destination Interest
Destination Hotspots
• Keen interest in Tropical North Queensland (TNQ), particularly Cairns, Daintree, Tablelands, and Mareeba.
• Outback Queensland consistently popular, including Birdsville, Winton, Longreach, Mount Isa, and the Dinosaur Trail.
• Cape York and “The Tip” remained a bucket list destination.
• Growing interest in Savannah Way and Overlanders Way as key touring routes.
• Moderate interest in South East Queensland, including Sunshine Coast, Hinterland, Brisbane, Fraser Island, and Moreton Bay.
Event Driven Travel
Event tourism emerged as a major driver:
• High awareness and demand for Big Red Bash (BRB), despite uncertainty around its status.
• Strong interest in Birdsville Races, Savannah in the Round, and Opera in the Outback.
• Many travellers plan itineraries specifically around these events.
Travel Timing
• Peak intended travel periods: May, July and August 2026.
• August particularly popular to avoid school holidays.
• Some visitors planning immediate travel (within 2–4 weeks), while others are planning for 2027 or beyond.
Travel Style Trends
• Increase in long distance, slow travel with extended itineraries.
• High number of repeat visitors returning to Queensland.
• Continued interest in bucket list travel and “around Australia” trips.
• Growing preference for inland routes, partly influenced by perceptions of coastal road conditions.
Visitor Questions and Emerging Themes
Fuel Concerns
• Most discussed topic across all days.
• Primary concern: fuel availability, not price.
• Price seen as expected/acceptable, especially among experienced travellers.
• Some travellers (particularly budget/free campers) more sensitive to cost.
Weather and Road Conditions
Frequent questions regarding:
o Flooding impacts
o Cyclone damage (particularly in FNQ)
o Road accessibility (sealed vs unsealed)
o Timing for Cape York access
o Many travellers adopting a “wait and see” approach, but still intent on travelling.
Events Uncertainty
o Significant concern around whether Big Red Bash would proceed.
o Event status influencing travel decisions.
Accessibility
o Notable feedback highlighting:
o Limited availability of accessible cabins
o Perception that accessible tourism is not improving
o Need for better visibility of accessible travel options
Travel Preferences
o Increased enquiries about:
o Free camping
o Pet friendly travel
o Caravan parks and facilities
Demand for practical information (routes, stops, itineraries) remains high.
Overall Outcomes
Despite reduced visitor numbers, the show delivered high quality engagement and strong conversion potential. Key outcomes include:
• Heightened brand presence and positive perception of Queensland as a destination.
• High demand for Outback and TNQ travel experiences.
• Clear evidence that serious travellers are continuing to plan and book trips, even amid external concerns.
• Effective positioning of Queensland as a drive and event based destination.
• Strong uptake of planning resources, reinforcing the value of tangible collateral.
Opportunities for Future Shows
Event Leveraging
o Capitalise further on event tourism - BRB, Birdsville Races, Savannah in the Round, Queensland Music Trails and Opera in the Outback.
o Provide real-time updates on event status where possible.
Enhanced Route Planning Tools
o Expand materials focused on key touring routes (Savannah Way, inland vs coastal comparisons).
o Highlight “what’s along the way” content.
Accessibility Information
o Develop clearer, centralised resources for accessible travel.
o Address identified gaps in accommodation and facilities awareness.
Targeted Collateral Supply
o Increase stock for high-demand regions (Outback, TNQ, Birdsville, events).
o Include more caravan park and practical travel guides.
Audience Segmentation
o Tailor messaging for:
o Immediate travellers vs long-term planners
o Families vs grey nomads
o First-time vs repeat visitors
Interactive Engagement
o Expand use of video, storytelling, and live engagement tactics to draw crowds.
Recommendations
1. Prioritise Fuel Availability Messaging
o Provide clear, reassuring information about fuel access across routes.
o Include fuel stop mapping in itineraries.
2. Improve Real-Time Travel Information
o Develop easily accessible updates on:
o Road conditions
o Weather impacts
o Destination accessibility
3. Strengthen Event Communication
o Promote confirmed events heavily.
o Provide contingency messaging for uncertain events.
4. Enhance Accessibility Promotion
o Create dedicated accessible travel guides.
o Promote regions with strong accessible infrastructure.
5. Expand Practical Travel Resources
o Increase focus on:
o Pet-friendly options
o Free camping
o Caravan park directories
6. Refine Collateral Strategy
o Ensure key destinations and regions are consistently stocked.
7. Leverage Positive Sentiment
o Build campaigns around:
o Repeat visitation
o Bucket list experiences
o Emotional connection to Queensland travel
Thank you for being part of the Drive Queensland Team:
Kylie Rixon - Sunset Tourist Park/Drive Queensland Ambassador
Patrice Brandenberg - Diamantina Shire Council/Drive Queensland Ambassador
Cameron Rollo - Opera Queensland
Carol McFarlane - Drive Queensland
Fiona Nicholl - Drive Queensland
The event attracted a total of 23,937 attendees, compared with 30,001 in 2025, a decrease of approximately 20% year on year. This was contributed in great measure to the effects of fuel insecurity and to a lesser extent fuel price increases, although very unseasonably high temperatures kept some away. Those who did attend were highly motivated to travel.
Daily attendance was as follows:
• Thursday: 3,625 (2025: 4,807)
• Friday: 5,003 (2025: 6,171)
• Saturday: 8,219 (2025: 10,525)
• Sunday: 7,090 (2025: 8,498)
Stand Performance and Visitor Engagement
Overall, the stand performed strongly in terms of engagement quality despite lower overall attendance at the show. The Queensland stand attracted highly motivated visitors, with some attendees indicating they came specifically to visit the stand.
Visitor interaction was consistently positive, with big uptake of brochures and itinerary based resources. The Drive Queensland guide and map were particularly well received, with visitors valuing practical travel planning tools. High demand collateral included Birdsville, Outback Queensland, Cairns/TNQ, Savannah Way, and event-related materials, with several items running out during the event.
Engagement was steady across all days, though traffic patterns varied:
• Day one saw a lot of questions and conversations with attendees very thirsty for Queensland knowledge, it has been some years since Queensland had representation at this show and they were very happy to see us.
• Mid show (Friday/Saturday) had peak brochure collection and high intent travellers.
• Sunday attracted more future planners rather than immediate travellers.
Interactive content creation (e.g. video interviews for International Day of Happiness) added a dynamic engagement element and supported broader destination promotion.
Key Travel Trends and Destination Interest
Destination Hotspots
• Keen interest in Tropical North Queensland (TNQ), particularly Cairns, Daintree, Tablelands, and Mareeba.
• Outback Queensland consistently popular, including Birdsville, Winton, Longreach, Mount Isa, and the Dinosaur Trail.
• Cape York and “The Tip” remained a bucket list destination.
• Growing interest in Savannah Way and Overlanders Way as key touring routes.
• Moderate interest in South East Queensland, including Sunshine Coast, Hinterland, Brisbane, Fraser Island, and Moreton Bay.
Event Driven Travel
Event tourism emerged as a major driver:
• High awareness and demand for Big Red Bash (BRB), despite uncertainty around its status.
• Strong interest in Birdsville Races, Savannah in the Round, and Opera in the Outback.
• Many travellers plan itineraries specifically around these events.
Travel Timing
• Peak intended travel periods: May, July and August 2026.
• August particularly popular to avoid school holidays.
• Some visitors planning immediate travel (within 2–4 weeks), while others are planning for 2027 or beyond.
Travel Style Trends
• Increase in long distance, slow travel with extended itineraries.
• High number of repeat visitors returning to Queensland.
• Continued interest in bucket list travel and “around Australia” trips.
• Growing preference for inland routes, partly influenced by perceptions of coastal road conditions.
Visitor Questions and Emerging Themes
Fuel Concerns
• Most discussed topic across all days.
• Primary concern: fuel availability, not price.
• Price seen as expected/acceptable, especially among experienced travellers.
• Some travellers (particularly budget/free campers) more sensitive to cost.
Weather and Road Conditions
Frequent questions regarding:
o Flooding impacts
o Cyclone damage (particularly in FNQ)
o Road accessibility (sealed vs unsealed)
o Timing for Cape York access
o Many travellers adopting a “wait and see” approach, but still intent on travelling.
Events Uncertainty
o Significant concern around whether Big Red Bash would proceed.
o Event status influencing travel decisions.
Accessibility
o Notable feedback highlighting:
o Limited availability of accessible cabins
o Perception that accessible tourism is not improving
o Need for better visibility of accessible travel options
Travel Preferences
o Increased enquiries about:
o Free camping
o Pet friendly travel
o Caravan parks and facilities
Demand for practical information (routes, stops, itineraries) remains high.
Overall Outcomes
Despite reduced visitor numbers, the show delivered high quality engagement and strong conversion potential. Key outcomes include:
• Heightened brand presence and positive perception of Queensland as a destination.
• High demand for Outback and TNQ travel experiences.
• Clear evidence that serious travellers are continuing to plan and book trips, even amid external concerns.
• Effective positioning of Queensland as a drive and event based destination.
• Strong uptake of planning resources, reinforcing the value of tangible collateral.
Opportunities for Future Shows
Event Leveraging
o Capitalise further on event tourism - BRB, Birdsville Races, Savannah in the Round, Queensland Music Trails and Opera in the Outback.
o Provide real-time updates on event status where possible.
Enhanced Route Planning Tools
o Expand materials focused on key touring routes (Savannah Way, inland vs coastal comparisons).
o Highlight “what’s along the way” content.
Accessibility Information
o Develop clearer, centralised resources for accessible travel.
o Address identified gaps in accommodation and facilities awareness.
Targeted Collateral Supply
o Increase stock for high-demand regions (Outback, TNQ, Birdsville, events).
o Include more caravan park and practical travel guides.
Audience Segmentation
o Tailor messaging for:
o Immediate travellers vs long-term planners
o Families vs grey nomads
o First-time vs repeat visitors
Interactive Engagement
o Expand use of video, storytelling, and live engagement tactics to draw crowds.
Recommendations
1. Prioritise Fuel Availability Messaging
o Provide clear, reassuring information about fuel access across routes.
o Include fuel stop mapping in itineraries.
2. Improve Real-Time Travel Information
o Develop easily accessible updates on:
o Road conditions
o Weather impacts
o Destination accessibility
3. Strengthen Event Communication
o Promote confirmed events heavily.
o Provide contingency messaging for uncertain events.
4. Enhance Accessibility Promotion
o Create dedicated accessible travel guides.
o Promote regions with strong accessible infrastructure.
5. Expand Practical Travel Resources
o Increase focus on:
o Pet-friendly options
o Free camping
o Caravan park directories
6. Refine Collateral Strategy
o Ensure key destinations and regions are consistently stocked.
7. Leverage Positive Sentiment
o Build campaigns around:
o Repeat visitation
o Bucket list experiences
o Emotional connection to Queensland travel
Thank you for being part of the Drive Queensland Team:
Kylie Rixon - Sunset Tourist Park/Drive Queensland Ambassador
Patrice Brandenberg - Diamantina Shire Council/Drive Queensland Ambassador
Cameron Rollo - Opera Queensland
Carol McFarlane - Drive Queensland
Fiona Nicholl - Drive Queensland
