IPSWICH has just surpassed Noosa, one of Queensland’s most iconic beach destinations, as a new favourite for day-trippers.
Last year, Ipswich attracted a jaw-dropping 1.6 million visitors, a massive 29.1 per cent increase from the year before.
In comparison, Noosa barely reached 828,000.
But it’s not just the sheer numbers that have tongues wagging – Ipswich has become a tourism titan, injecting a whopping $461 million into its economy.
Our inland city is now the sixth most-visited local government area in South East Queensland.
So, what’s behind the city’s meteoric rise?
It’s the perfect mix of history, adventure and affordability.
Whether you’re into hiking, history, or just enjoying a family day out, Ipswich has something for everyone.
The White Rock – Spring Mountain Conservation Estate draws adventurers with its stunning views, while history buffs can’t get enough of the Workshops Rail Museum.
And with picturesque parks, wineries and a growing events calendar, Ipswich has quickly become a top alternative for those tired of crowded beach destinations.
It’s left Ipswich Mayor Teresa Harding jumping for joy.
“Tourism is a vital contributor to our $13 billion economy and Ipswich is home to some of the best experiences South East Queensland has to offer,” Mayor Harding said.
“There is no doubt that Noosa has beautiful beaches, and they do get more domestic overnight visitors than us, but we are also just ahead of them for total visitors, and I think that is a credit to our local tourism operators.”
The city’s now got its sights set on increasing overnight stays, with plans to attract more hotels through the Ipswich Hotel Investment Prospectus.
It seems this underdog is now in it for the long haul, aiming to host even more than the two million visitors it now welcomes each year.
The Llama Farm owner Shane Hancock said, “As a local tourism operator, it is wonderful to see Ipswich recognised beyond its historic, industrial stigma.
“Ipswich is blossoming into a great day-tripping destination with something for everybody and every budget, from boutique agri-tourism to internationally recognised events.”
Summer Land Camels CEO Paul Martin echoed this sentiment, highlighting the positive impact on the economy.
“Ipswich’s growing reputation as a leading day-trip destination is fantastic news for local businesses and the tourism sector,” Mr Martin said. “Tourism isn’t just about numbers – it’s about supporting local jobs, fostering community pride, and showcasing the best of what Ipswich and the surrounding area have to offer.”
