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

01

Monthly Snapshot

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

Total Visits

Total Users

Engagement Rate

Pages Viewed

Avg. Session Time

2,335

Healthy summer traffic

2,024

59.4% new / 40.6% returning

57.46%

↑ Above 35–55% industry benchmark

10,475

4.49 pages per visit avg.

1:02 min

Solid session depth

Industry Context: The tourism industry benchmark for engagement rate sits at 35–55%. At 57.46%, VisitGympieRegion.com.au is performing above benchmark, indicating the site is attracting genuinely interested visitors who are actively exploring content rather than bouncing immediately.

02

Executive Summary

↗ January–February 2026 Highlights

The reporting period captured the peak of the Queensland summer tourism season, and VisitGympieRegion.com.au delivered strong results across all core metrics. 2,335 total visits and 2,024 users reflect healthy summer traffic, with the site’s 57.46% engagement rate comfortably exceeding the 35–55% tourism industry benchmark.

The new vs. returning split of 59.4% new / 40.6% returning is a very healthy balance for a destination tourism site — it confirms that regular trip-planners and locals are returning to the site, while new audiences (likely influenced by summer travel intent) are discovering it for the first time. Pages viewed at 10,475 (4.49 pages per visit) indicate visitors are actively browsing multiple listings and destination pages rather than landing and leaving.

Organic search rebounded strongly to 36.89% of traffic with a 60.29% engagement rate, above the industry average. Direct traffic remained the dominant channel at 47.66%, and referral traffic — driven by quality partners like ATDW, queensland.com, and visitsunshinecoast.com — delivered the highest engagement rate of any channel at 62.23%.

Geographic data confirms the site’s primary audience is South East Queensland — Sunshine Coast (35.8%), Brisbane (31%), Gold Coast (9.6%), and Sydney (9.5%) dominate. Crucially, the Gympie local audience at 2.4% is a reminder that most visitors are trip-planners coming from outside the region, which is exactly the right audience for a destination tourism site.

03

Key Metrics Overview

🌐

Total Visits

2,335

Summer season period

👤

Total Users

2,024

59.4% new users

✅

Engagement Rate

57.46%

↑ Above benchmark

📄

Pages Viewed

10,475

4.49 per visit

⏱

Avg. Session Time

1:02

min avg.

🔁

Returning Users

40.6%

↑ Strong loyalty signal

🔍

Organic Visits

544

↑ 60.29% engagement

👁

Search Impressions

81,100

1.65% CTR · Pos. 8.5

04

Standout Metrics This Period

🏆
Engagement Above Benchmark
At 57.46%, the site’s engagement rate exceeds the tourism industry benchmark of 35–55% for the second consecutive period. Referral traffic leads all channels at 62.23%, driven by quality partners including ATDW, queensland.com, and visitsunshinecoast.com.

🔗
Referral Partners Driving Quality
Referral traffic (11.51%) delivered the highest engagement rate of all channels at 62.23%, bouncing back to November levels. ATDW and regional tourism partner sites are sending well-qualified, intent-driven visitors who browse deeply.

📱
Mobile-First Audience
64.4% of visitors arrived on mobile, compared to 32.8% on desktop. Peak engagement windows are 7–9am (15%), midday (11%), and 7–9pm (10%) — patterns consistent with commuting and leisure browsing, not desktop research sessions.

05

Traffic Sources

Channel Breakdown — Jan–Feb 2026

Sessions by Channel with Engagement

Channel	% Total	% Engaged
Direct	47.66%	57.41%
Organic Search	36.89%	60.29%
Referral	11.51%	62.23% ★
Social Media	1.73%	34.29%

Engagement by Channel

Referral

62.23%

Organic Search

60.29%

Direct

57.41%

Social Media

34.29%

Insight: Direct traffic dominating at 47.66% for a destination tourism site is a strong signal — it reflects repeat visitors, bookmarked pages, and people sharing the URL directly (e.g. word of mouth, email newsletters, offline marketing). Organic Search at 36.89% with a 60.29% engagement rate confirms strong SEO health. The standout concern is Social Media at only 1.73% of traffic with the lowest engagement of all channels (34.29%), suggesting the December social campaigns have wound down and organic-only social is not generating meaningful qualified traffic.

💡 Opportunity

Social media traffic has significant headroom for growth. At just 1.73% of total traffic and 34.29% engagement, social is both low volume and low quality. Campaigns tied to Gympie events, seasonal content (Cooloola Coast summer, Mary Valley experiences), and targeted content around high-performing keywords like “things to do in gympie” and “tin can bay dolphins” could substantially boost this channel heading into autumn.

06

Organic Search Performance (SEO)

Total Impressions

81,100

Search visibility

Organic Visits

544

↑ 36.89% of total traffic

Total Clicks

328

CTR: 1.65%

Avg. Position

8.5

1st page, lower half

Top Performing Keywords — Clicks

gympie

43 17.3k imp.

visit gympie region

15 48.4% CTR!

gympie qld

11

hopevale adventure camping

10 11.5% CTR

things to do in gympie

9 pos. 5.6

tin can bay dolphins

9 pos. 7.6

whats on gympie

5 11.5% CTR

gympie australia

4 1.2k imp.

gympie attractions

4 6% CTR

things to do in cooloola cove

4 6.5% CTR

Keyword Distribution (SEO)

Total Keywords

1,881

Top 3 Rankings

142

Top 10 Rankings

392

Top 20 Rankings

542

Insight: The “gympie” keyword alone generated 17,300 impressions but only 43 clicks — a 0.25% CTR — indicating extremely high search volume but a ranking sitting around position 7.8, where click-through drops sharply. Moving this keyword from position 7–8 into the top 3–5 is the single highest-leverage SEO action available. “Visit gympie region” converts exceptionally at 48.4% CTR with a top-4.5 position, showing branded terms already convert. The strongest opportunity is “things to do in gympie” at position 5.6 — one or two positions higher could meaningfully increase clicks from the 813 monthly impressions it’s generating.

💡 SEO Opportunity

“Gympie australia” has 1,226 impressions but only 4 clicks (1% CTR) at position 7.5. This international discovery keyword is underperforming. Content optimisation targeting visitors planning a trip to Australia and researching Gympie as a destination — focused on the homepage and a dedicated “About Gympie Region” landing page — could unlock significant traffic from this high-volume search term. Similarly, “tin can bay dolphins” at 742 impressions and position 7.6 is one of the most unique and compelling experiences in the region; a dedicated, SEO-rich page for this experience could drive disproportionate traffic.

07

Audience & Geography

Visitors by City — Jan–Feb 2026

🇦🇺

Sunshine Coast

35.8%

Largest audience

🇦🇺

Brisbane

31.0%

Key drive market

🇦🇺

Gold Coast

9.6%

🇦🇺

Sydney

9.5%

🌐

Other

9.6%

🇦🇺

Gympie (local)

2.4%

Expected

Australia vs International

Australia

94.9%

United States

1.5%

City Distribution & Device Split

Device Split

📱 Mobile

64.4%

💻 Desktop

32.8%

📲 Tablet

2.8%

Insight: The Sunshine Coast being the largest audience at 35.8% is a strong result — it is the nearest major population centre and the most likely drive market for a Gympie region day trip or short break. The Brisbane audience (31%) is the primary overnight market. Importantly, at 94.9% Australian traffic the site is serving a domestic audience during peak domestic summer travel. The 2.4% Gympie local audience is expected and healthy — the site’s primary purpose is attracting visitors, not serving locals. Peak engagement windows of 7–9am (15%) and midday (11%) confirm a mobile, commuting audience planning trips during morning routines and lunch breaks.

08

Top Performing Landing Pages

#	Page	Views	Views / Visitor	Notes
01	Homepage /	2,215	1.58	Primary entry point
02	What’s On /whats-on	176	1.21	High intent page
03	Gympie Subregion /subregions/gympie/	123	1.27	Local exploration
04	Mary Valley /subregions/mary-valley/	95	1.36	↑ High depth/visit
05	Cooloola Coast /subregions/cooloola-coast/	75	1.32	Strong browse depth
06	Beaches /beaches	43	1.05	Summer seasonal
07	Outdoor Adventure /things-to-do/outdoor-adventure/	43	1.05	Tied 6th
08	Nature & Wildlife /things-to-do/nature-wildlife/	39	1.26	↑ Good browse depth
09	National Parks /national-parks/	32	1.03
10	Wildlife /wildlife	31	1.35	Tin Can Bay interest
11	Food & Drink /food-drink	28	1.22
12	Farmstays /farmstays	24	1.20	Niche interest

Insight: The Homepage dominates at 2,215 views (21.1% of all pages viewed), which is expected for a tourism site that uses the homepage as a discovery hub. What’s On (176 views) is the standout high-intent page — visitors here are actively planning activities, and converting this audience with clear CTAs (e.g. booking links, event registrations) is the highest-priority conversion opportunity. Mary Valley (1.36 views/visitor) and Cooloola Coast (1.32) show visitors browsing deeper into subregion content, suggesting these are engaged, serious trip planners. Wildlife (1.35 views/visitor) hints at dolphin/wildlife experience interest aligned with the “tin can bay dolphins” keyword performance.

💡 Opportunity

The “What’s On” page is the highest-intent page on the site and currently receives 176 views (1.21 views/visit). Visitors landing here are actively planning. Adding clear booking/enquiry CTAs, partner event listings, and a prominent “Plan Your Trip” call-to-action on this page — tracked via Google Tag Manager — would directly measure conversion intent and could meaningfully improve visitor-to-booking referral rates for tourism operators in the region.

09

Recommendations & Next Steps

1

Prioritise “Tin Can Bay Dolphins” as a Dedicated SEO Page

This keyword generates 742 impressions at position 7.6 — a rich, experience-focused page with imagery, visitor info, and booking links for the dolphin feeding program could push this into the top 5 and significantly increase clicks from a high-intent, emotionally resonant search query.

2

Strengthen Social Media with Campaign-Driven Content

Social media traffic fell to 1.73% with the lowest engagement of all channels (34.29%) after December campaigns ended. Building an autumn content calendar around Mary Valley, Cooloola Coast, and Gympie events — with UTM-tagged links to measure real traffic — would rebuild this channel sustainably.

3

Add Google Tag Manager for Outbound Click Tracking

Currently there is no visibility into how many visitors click through to operator booking pages (accommodation, tours, restaurants). GTM outbound link tracking would reveal which listings and experiences are generating actual referrals to operators — critical data for demonstrating the site’s value to the tourism industry.

4

Leverage the “Gympie Australia” Keyword for International Visitors

1,226 impressions for “gympie australia” with only 4 clicks (1% CTR) at position 7.5. This is an international trip-planning query. A targeted “Visiting Gympie from overseas” section or itinerary page could capture this underserved segment and begin building an international discovery audience.

5

Optimise Mobile Experience for Peak Engagement Windows

64.4% of visitors are on mobile and the peak engagement window is 7–9am (15% of daily traffic). This is morning commute browsing. Ensuring the mobile homepage loads fast, the “What’s On” page is tap-friendly, and key experience pages scroll smoothly is directly tied to converting this high-volume morning audience.

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