DOMESTIC visitors to the Southern Great Barrier Reef region, which includes Bundaberg, increased by 89,000 people in the year ending December 2015.

The figures make the destination the fifth most popular region in Queensland and the 14th region in Australia for domestic visitors.

The 5% increase in 2015 compared to 2014 equated to 7.4 million domestic visitor nights in 2015 and a total of two million domestic visitors.

The Tourism Research Australia Domestic Visitor Survey statistics also revealed the average length of stay was 3.8 nights.

While this decreased slightly from the previous year, overnight visitor expenditure increased by 6% to $972 million, up $52 million from 2014.

Of the two million visitors to the SGBR destination, which also includes Gladstone and the Capricorn region, 30% were for holiday/leisure, 28% were visiting friends and relatives and 36% were for business.

Bundaberg North Burnett Tourism general manager Katherine Mergard said with strong partnerships generating consistent and award-winning marketing, the destination just kept going from strength to strength.

"With new product development, showcasing our assets across the region, from the new Lady Musgrave Experience from Bundaberg, personalised tours and self-drive trails highlighting our abundant produce and then to the end of what could be our biggest turtle season yet, the region is excited about another big year," she said.

Kellys Beach Resort owner Loni Hammond said she'd definitely noticed growth in the holiday/leisure market.

"The Southern Great Barrier Reef branding campaign has really put us on the map as a holiday destination," she said.

"It's given us the point that this is where the Great Barrier Reef starts and obviously we've got the hook of the turtles as well.

"But it's been about six years in the making. This is the third year it's run as a domestic campaign where as before it was more targeting international visitors."