Visitor Analytics in Launchpad draws on Tourism Research Australia data to give you a detailed picture of who visits your region, why they come, and how much they spend. Use this intelligence to target the right travellers with the right message at the right time.
Accessing Visitor Analytics
Go to Insights Hub and select Visitor Analytics.
What you'll find
Helix Persona profiles — Roy Morgan Helix segments showing the psychographic profiles of visitors to your region, including what motivates them, how they prefer to travel, and what they spend money on.
Travel motivations — why visitors chose your region (adventure, relaxation, cultural experience, family, business, etc.).
Visitor demographics — age, household income, state of origin, and international source markets.
Spending patterns — average daily spend, length of stay, and total visitor expenditure in your region.
Using the data
Select your region or destination from the filter.
Choose the visitor type — domestic overnight, international, or day visitor.
Review the Helix segments table to see which persona types dominate your visitor mix.
Use the Travel Motivations chart to understand what brought them to your region.
Compare your data against state or national benchmarks using the toggle.
Applying insights to your marketing
Once you know your top visitor personas, you can tailor your Marketing Profile personas to reflect them accurately. This makes AI-generated content more targeted and relevant to the visitors most likely to book your experiences.
Tips
Check Visitor Analytics before planning a seasonal campaign — it shows which segments peak in each quarter.
Use the Helix persona descriptions to write content that resonates: an Everyday Achiever responds to value and family messaging; a Metrotech responds to unique, premium experiences.
Share key visitor insights with your team and any marketing partners to align your positioning.