Visit Gympie Region, Feb 2026 — Portal – Gravity Projex | Performance & Communication Client Zone

01

Monthly Snapshot

At-a-glance summary for 5 February – 5 March 2026.

Total Visits

Total Users

Engagement Rate

Pages Viewed

Session Time

2,496

↑ 6.9% vs prior period (2,335)

1,968

58.03% new / 41.97% returning

59.24%

↑ Above 35–55% industry benchmark

6,441

2.58 pages per visit avg.

0:58

Solid session depth

Insight: Total visits climbed 6.9% month-over-month from 2,335 to 2,496 — a positive signal as the site transitions out of peak summer season into the autumn shoulder period. Engagement rate improved from 57.46% to 59.24%, now sitting firmly above the tourism industry benchmark of 35–55% for the third consecutive period. Pages viewed dropped from 10,475 to 6,441 (down 38.5%), with pages-per-visit falling from 4.49 to 2.58 — indicating visitors are finding what they need faster, but also suggesting an opportunity to encourage deeper content exploration through improved internal linking and content recommendations.

02

Executive Summary

↗ February–March 2026 Highlights

VisitGympieRegion.com.au delivered a strong February–March period with 2,496 total visits (+6.9% MoM) and a 59.24% engagement rate, continuing to exceed the tourism industry benchmark of 35–55%. The site maintained healthy traffic despite the seasonal shift from peak summer into autumn, driven by gains in referral (+2.16pp) and a significant rebound in social media traffic.

The standout story this period is social media traffic surging to 8.1% of total sessions — up from just 1.73% last period — a 4.7× increase that indicates social campaigns or content are now driving meaningful volumes. Organic search also grew, with visits rising from 544 to 583 (+7.2%) and impressions climbing from 81,100 to 87,601 (+8.0%), while average search position improved from 8.5 to 7.2.

The “What’s On” page saw a dramatic increase from 176 to 776 views (+341%), likely driven by the Gympie Family Carnival and upcoming regional events. Subregion pages (Gympie, Mary Valley, Cooloola Coast) all saw meaningful view growth. A new entry to the top pages — Farmstays at 136 views — signals growing interest in rural accommodation experiences heading into cooler months.

The geographic audience shifted slightly, with Brisbane overtaking Sunshine Coast as the largest source market (34.47% vs 33.17%), suggesting broader drive-market appeal. The device mix also shifted toward desktop (42.9%, up from 32.8%), which may reflect more considered, research-phase browsing for autumn trip planning.

03

Key Metrics Overview

🌐

Total Visits

2,496

↑ 6.9% vs 2,335 prior

👤

Total Users

1,968

↓ 2.8% vs 2,024 prior

✅

Engagement Rate

59.24%

↑ +1.78pp vs 57.46%

📄

Pages Viewed

6,441

↓ 38.5% vs 10,475

⏱

Avg. Session Time

0:58

↓ vs 1:02 prior

🔁

Returning Users

58.03%

↑ vs 40.6% prior

🔍

Organic Visits

583

↑ 64.4% engagement

👁

Search Impressions

87,601

0.8% CTR · Pos. 7.2

04

Standout Metrics This Period

🏆
Social Media Traffic 4.7× Increase
Social media jumped from 1.73% to 8.1% of all traffic — a 4.7× increase — with engagement at 47.17%. This represents the strongest social performance in recent reporting periods and validates investment in social content and campaigns.

🔗
“What’s On” Views Up 341%
The What’s On page surged from 176 to 776 views, driven by event interest including the Gympie Family Carnival. This page is now the site’s second most-visited — a powerful signal of active trip-planning behaviour.

📱
Desktop Usage Rising (+10.1pp)
Desktop traffic grew from 32.8% to 42.9%, while mobile dropped from 64.4% to 53.5%. This shift toward desktop suggests more deliberate, research-phase browsing — visitors moving from casual discovery to active trip planning.

05

Traffic Sources

Channel Breakdown — Feb–Mar 2026

Sessions by Channel (MoM Comparison)

Channel	This Period	Prior	Change
Direct	43.43%	47.66%	↓ 4.23pp
Organic Search	33.46%	36.89%	↓ 3.43pp
Referral	13.67%	11.51%	↑ 2.16pp
Social Media	8.1%	1.73%	↑ 6.37pp ★

Engagement by Channel

Organic Search

64.4%

Referral

60.22%

Social Media

47.17%

Direct

39.83%

Insight: The channel mix is diversifying — a healthy trend. Direct traffic’s share dropped from 47.66% to 43.43% (while absolute visits increased), meaning new channels are growing faster. Social media’s surge from 1.73% to 8.1% is the standout story, delivering 4.7× more traffic than last period. Organic search engagement climbed from 60.29% to 64.4%, now the highest-engaging channel. Referral traffic grew from 11.51% to 13.67%, continuing to deliver quality visitors from partner sites (ATDW, queensland.com, visitsunshinecoast.com). Direct traffic engagement dropped from 57.41% to 39.83%, suggesting an influx of casual or low-intent direct visitors — potentially from shared links or QR codes that aren’t being filtered by UTM tracking.

💡 Opportunity

Social media momentum should be sustained and scaled. The 4.7× increase in social traffic proves the channel can deliver volume. However, engagement at 47.17% (up from 34.29%) still trails organic and referral. Focus social content on high-performing pages like What’s On, Cooloola Coast, and Mary Valley — linking directly to relevant pages rather than the homepage — to improve both volume and engagement quality. UTM tagging all social links will reveal which platforms and content types are driving the highest-quality traffic.

06

Organic Search Performance (SEO)

Total Impressions

87,601

↑ 8.0% vs 81,100

Organic Visits

583

↑ 7.2% vs 544 prior

Total Clicks

308

↓ 6.1% vs 328 prior

Avg. Position

7.2

↑ Improved vs 8.5 prior

Top Performing Keywords — Clicks

gympie

46 15,527 imp.

gympie family carnival

23 427 imp.

visit gympie region

15 22 imp.

hopevale adventure camping

10 50 imp.

gympie qld

8 1,083 imp.

things to do in gympie

7 498 imp.

gympie Australia

5 891 imp.

gympie events 2026

6 11 imp.

gympie tourism

5 11 imp.

kilkivan markets

5 54 imp.

Keyword Distribution (SEO)

Total Keywords

1,966

↑ +85 vs 1,881 prior

Top 3 Rankings

121

↓ -21 vs 142 prior

Top 10 Rankings

419

↑ +27 vs 392 prior

Top 20 Rankings

497

↓ -45 vs 542 prior

Insight: SEO is trending positively overall — impressions up 8%, organic visits up 7.2%, and average position improved from 8.5 to 7.2, moving closer to the high-click zone of positions 1–5. The total keyword pool expanded by 85 to 1,966, and top 10 rankings grew from 392 to 419. However, top 3 rankings dropped from 142 to 121, suggesting some competitive pressure on the highest-ranking terms. CTR declined from 1.65% to 0.8% despite better average position — this may reflect Google’s evolving SERP layout (AI overviews, featured snippets) consuming more click share. “Gympie family carnival” emerged as a new high-performer with 23 clicks from 427 impressions (5.4% CTR), validating event-specific content as an SEO driver.

💡 Opportunity

Reclaim top 3 rankings and close the CTR gap. The drop from 142 to 121 top-3 keywords, combined with a CTR decline from 1.65% to 0.8%, suggests the site needs refreshed meta titles and descriptions to compete with AI overviews and featured snippets. Prioritise updating meta content for high-impression terms like “gympie” (15,527 impressions), “gympie qld” (1,083 impressions), and “gympie Australia” (891 impressions) with compelling, click-driving language. “Gympie family carnival” proves that event-specific content drives strong CTR — replicate this model for other regional events heading into autumn/winter.

07

Audience & Geography

Visitors by City — Feb–Mar 2026 (MoM Change)

🇦🇺

Brisbane

34.47%

↑ from 31.0%

🇦🇺

Sunshine Coast

33.17%

↓ from 35.8%

🇦🇺

Gold Coast

11.2%

↑ from 9.6%

🇦🇺

Sydney

9.75%

Stable

🇦🇺

Melbourne

4.62%

New entry

🇦🇺

Adelaide

1.2%

New entry

🇦🇺

Gympie (local)

1.9%

↓ from 2.4%

Australia vs International

Australia

96.36%

New Zealand

1.04%

United States

0.69%

United Kingdom

0.52%

Germany

0.35%

Engagement Rate by City & Device Split

Device Split (MoM Change)

📱 Mobile

53.5% ↓ from 64.4%

💻 Desktop

42.9% ↑ from 32.8%

📲 Tablet

0.34% ↓ from 2.8%

Insight: Brisbane has overtaken Sunshine Coast as the top source city (34.47% vs 33.17%), widening the site’s drive-market reach beyond the immediate Sunshine Coast hinterland. Gold Coast grew from 9.6% to 11.2%, and Melbourne (4.62%) and Adelaide (1.2%) now appear as distinct audience segments — suggesting the site is gaining interstate awareness. Australian traffic increased from 94.9% to 96.36%, while international visitors from NZ, US, UK and Germany provide a small but consistent baseline. The significant desktop shift (+10.1pp) is notable — autumn trip planning tends to involve longer research sessions on desktop, so ensuring the desktop experience supports deeper content exploration (itinerary builders, multi-page subregion guides) could boost pages-per-session.

08

Top Performing Landing Pages

#	Page	Views	Views / Visitor	MoM Change
01	Homepage /	3,076	1.43	↑ +38.8% vs 2,215
02	What’s On /whats-on	776	1.21	↑ +341% vs 176 ★
03	Gympie Subregion /subregions/gympie/	339	1.32	↑ +175.6% vs 123
04	Mary Valley /subregions/mary-valley/	209	1.25	↑ +120% vs 95
05	Cooloola Coast /subregions/cooloola-coast/	172	1.27	↑ +129.3% vs 75
06	Caravan & Camping /where-to-stay/caravan-camping/	158	1.13	New top 10 entry
07	Outdoor & Adventure /things-to-do/outdoor-adventure/	104	2.07	↑ +141.9% vs 43
08	The West /subregions/the-west/	101	1.09	New top 10 entry
09	Farmstays /where-to-stay/farmstays/	136	1.17	↑ +466.7% vs 24
*	Page Not Found /404	183	1.21	Old URLs referred

Session referral Intel: from partner sites = queensland.com 81 sessions, Bing business listing 58 sessions, visitsunshinecoast.com 33 sessions, rallyqueensland.com.au 16 sessions, muster.com.au 11 sessions.

Insight: Every subregion page saw triple-digit growth — Gympie (+175.6%), Mary Valley (+120%), Cooloola Coast (+129.3%) — indicating visitors are exploring destination content far more deeply than last period. The What’s On page’s 341% surge confirms event content is a major traffic driver. Outdoor & Adventure leads all pages in views-per-visitor at 2.07, meaning visitors who find this page are highly engaged and browsing multiple listings. Farmstays grew by 466.7% (24 → 136 views), signalling strong interest in rural accommodation as the cooler season approaches. The 404 page at 183 views remains a concern — these are lost visitors arriving via outdated links from partner sites or old bookmarks that need to be redirected.

💡 Opportunity

Implement redirect communications for legacy URLs and capitalise on Farmstay momentum. The “Page Not Found” views represent lost traffic that can be recovered immediately by setting up redirects from old URLs to their current equivalents. Additionally, the Farmstays page’s 466.7% growth signals a seasonal shift — create dedicated autumn/winter campaigns pairing Farmstays with Mary Valley and The West subregion experiences to capture the growing cooler-weather travel audience.

09

Recommendations & Next Steps

1

Fix Redirects to Recover Lost 404 Traffic

183 visitors hit the 404 page this period — many arriving via outdated partner links or old bookmarks. Ensure all incoming links from partner and referral sites have updated landing page URL’s. This is the fastest, lowest-effort traffic recovery action available and should be completed before the next reporting period.

2

Build an Autumn/Winter Content Strategy Around Farmstays & Events

Farmstays grew 466.7% and What’s On surged 341% — both signal seasonal trip-planning behaviour shifting toward cooler-weather experiences. Consider marketing campaign builds to leverage this coming into the autumn and winter period, pairing Farmstays with Mary Valley experiences, The West subregion, and upcoming regional events. This content should target keywords like “gympie weekend getaway”, “mary valley farmstay”, and “gympie winter events” to capitalise.

3

Refresh Meta Titles & Descriptions for High-Impression Keywords

CTR dropped from 1.65% to 0.8% despite average position improving from 8.5 to 7.2 — suggesting Google SERP changes (AI overviews, featured snippets) are absorbing clicks. A refresh quarterly update to meta titles and descriptions for high-impression terms like “gympie” (15,527 impressions), “gympie qld” (1,083), and “gympie Australia” (891) with compelling, action-oriented language that stands out in the evolving SERP landscape will be completed.

4

Scale Social Media with UTM-Tagged, Page-Specific Content

Social traffic surged 4.7× this period, proving the channel is delivering volume. To sustain and improve quality, ensure all social posts link to specific landing pages (not just the homepage) and are UTM-tagged to track which platforms, content types, and posts drive the highest-engaging traffic. Social engagement at 47.17% has room to grow toward the 60%+ levels of organic and referral traffic.

5

Monitor the Direct Traffic Engagement Drop

Direct traffic engagement fell sharply from 57.41% to 39.83% — this may indicate untagged social or email links being attributed as “direct”, or a rise in low-intent QR code scans. Review whether offline marketing materials (flyers, brochures, signage) use UTM-tagged URLs or vanity URLs so this traffic can be properly attributed. No cause for concern, just worth monitoring.

WebsitePerformanceAnalysis

Monthly Snapshot

Executive Summary

Key Metrics Overview

Standout Metrics This Period

Traffic Sources

Organic Search Performance (SEO)

Audience & Geography

Top Performing Landing Pages

Recommendations & Next Steps

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