Mall of America

Published on Tuesday, March 8, 2011

One in four skip Queensland because of flood perceptions


One in four (24%) Australians claim to have cancelled or postponed trips as a result of the recent floods according to custom research agency TNS.

The Flood Relief Report, which is being donated to tourism operators in affected areas along with proceeds from its sale, found that Queensland dominated national awareness of the 2011 flooding events, while awareness of New South Wales and Victorian floods was far lower.

According to director of travel research at TNS, Jo Farquhar, almost all Australians were aware of flooding in Queensland, with 87% correctly identifying Brisbane as an affected area and around one in two identifying Central Queensland and rural SE Queensland as affected.

“It’s a different story when we look at New South Wales and Victoria however, with 35% and 22% of Australians unaware that any flooding hit those states respectively,” said Farquhar.

“Areas such as Northern NSW, which were quite hard hit by flooding, have fallen under the radar, while the largely unaffected Tropical North Queensland was identified as affected by 60% of Australians.

“Similarly the Gold and Sunshine Coasts have suffered from being incorrectly associated with the flooding.”

The perception versus reality battle for operators has been felt most heavily in Queensland, with 20% of Australians claiming to have cancelled or postponed trips to Queensland, compared to 8% for regional Victoria and 6% for Northern NSW.

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