Tourism Tropical North Queensland has wrapped up the end of financial year with some outstanding results from the more than 110 international campaigns we have delivered this year alone through the International Tourism Recovery Fund delivered through Austrade.
We still have another three months of the two-year program results to come in, but to date our region received an extra 190,000 international visitors, spending an estimated $212 million. These results were generated through great partnerships delivering $424 million in advertising value equivalent reaching billions of consumers worldwide.
Added to this is the success of the Lifetime of Greatness with almost 1 million people giving their support for the Great Barrier Reef to receive the Lifetime Achievement Award, while global coverage for the campaign has exceeded 5 billion.
Our two years of increased funding has seen international visitor expenditure finally crack the billion mark for the year ending March 2025, jumping by 13.7% from the same period to bring in $1.1 billion from 557,000 visitors who stayed 5.1 million nights. Holiday visitors increased by 14.1% with 494,000. The International Visitor Survey recorded record expenditure from our key markets of Japan, UK, USA and Continental Europe for Tropical North Queensland.
Increased direct aviation connectivity to Cairns has helped to boost visitation, especially from Asia. Visitors from across Asia jumped by 38.9% to 187,000. Continental Europe delivered 129,000 visitors, up 11.3% thanks to a massive 43.9% increase from Scandinavia and a 14.2% increase to 17,000 from France. There was a 5.8% increase in North American visitors to 109,000, followed by Japan’s 98,000 visitors which grew by 17.1%.
Other markets to grow included the UK with 74,000 (up 4.5%), China 38,000 (not reportable last year), and India 26,000 (not reportable last year). We saw declines in Germany 32,000 (-11.5%), and New Zealand 27,000 (-15.4%), but anticipate New Zealand numbers to improve with Jetstar’s new direct Christchurch service.
Our work in the international markets was carefully planned to have a legacy effect which the Federal Government’s $10 million Reef Educational Experience Fund can build on over the next two years. TTNQ’s advocacy to introduce the first student subsidy for Australian school students to visit the Great Barrier Reef so they can see it, love it and be part of its protection will further add to this legacy.
I urge you to continue your advocacy for the Lifetime of Greatness campaign to help drive appreciation of the Great Barrier Reef and the need to visit it. Encourage your guests to give their support for the Great Barrier Reef to receive the Lifetime Achievement Award. Download the assets >>
Cheers,
Mark Olsen
Chief Executive Officer