Early results from TTNQ’s global campaigns are showing an incredible 37:1 return on investment with $82 million in overnight visitor expenditure already reaped from 51 international campaigns and another 44 campaigns yet to be reported on.
TTNQ has embarked on multiple global partnerships with the $15 million in Federal funding for international recovery which has allowed us to work with booking giants like Expedia Group and Trip.com across international markets which is a first for our destination.
The Expedia Group campaigns in the USA, Canada, New Zealand, Japan and UK generated $11.2 million in overnight visitor expenditure and will bring 25,300 people to the region, while the Trip.com campaigns in the UK, China, Japan and Singapore generated $8.7 million in and 5,600 visitors.
These returns prove how important it is to invest in marketing and validate the Federal Government’s strategic investment in our destination through the International Tourism Recovery Program.
TTNQ has negotiated campaign partner contributions to stretch this funding and further amplify the success of the campaigns. For every dollar spent in the past 12 months we have turned it into $3 by encouraging our campaign partners to add to the spend. This means our investment to date of $3.5 million into international trade conversion campaigns is forecast to achieve $10.5 million in campaign value.
In addition to these campaigns, we are investing into publicity in each of our key markets and in the past financial year have generated a record $123.2 million worth of global advertising value equivalent for our region. This is up 8% from the previous year’s record of $113.8 million. The many tourism businesses within our industry are benefiting with website traffic of 2.08 million generating 269,843 operator leads during the last financial year.
International recovery is well underway, but we need to maintain this strong global activity to ensure our destination can compete for the tourism dollar. Continued investment in global marketing will be critical for the growth of tourism in Tropical North Queensland.
Cheers,
Mark Olsen
Chief Executive Officer