Insights
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Top Line Numbers (YE 30 Sep 2020)
Share of overnight expenditure: 4.6%
Forecasted Growth 2020: **to be revised
Visitors: 44,000 | -12%
Visitor Nights: 423,000 | -18%
Expenditure: $51M | -7% -
Bookings
70% of visitors book via Trade
60% of visitors are holiday, 90% FIT and 10% Group -
Aviation
Connections via:- SilkAir / Singapore Airlines
- Domestic connections
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Other Insights
Strong drive market
Key Pillars: Great Barrier Reef, Nature, Drive, Indigenous, Wildlife
Strategy
Reclaim loss of visitation/market share.
Consolidate, strengthen and grow new and existing trade relationships.
Development of new opportunities whilst driving consumer consideration through self-drive itineraries, and shifting perceptions around the Great Barrier Reef.
Execution
Target Audience
- High Value Traveller (HVT)
- Couples
- Youth & Adventure
- Self Drive
- Working Holiday Maker
- Young families
Tactics
Current
- Content creation, strategies to share aspirational content
- PR/Media engagement where relevant
Looking ahead
- Cairns Airport partnerships to retain/attract flights
- RTO/TEQ partnerships – GBR Campaign continuance
- TEQ & Trade Campaign Activity & Educationals
- In-market representation – German speaking markets
- In-market agent training events with product/members
- UK/European Marketplace attendance (TBC)
- Inbound product development
- Indigenous tourism product development
- PR/Media engagement
Working with us
Current
- Content sharing and social amplification of CGBR region
Looking ahead
- In Market agent training missions
- UK/Europe Marketplace attendance
- Trade / Media Famil support
- ATEC Inbound Up North