We recognise that the region has been challenged over the summer period, and over the past few weeks public attention has been drawn to the importance of tourism.
We recognise that the region has been challenged over the summer period, and over the past few weeks public attention has been drawn to the importance of tourism, and the challenges we face, through the “Tourism It’s Priceless” campaign in The Cairns Post. The campaign also sought to drive membership and awareness across the non-tourism business community.
This culminated in Tourism Minister Kate Jones initiating a roundtable discussion last week with tourism and community representatives. The TTNQ Board met on Wednesday in Mareeba and agreed that we feel we have been heard in Brisbane and are confident looking ahead, with a clear plan for short and long-term actions.
The Minister has initiated the formation of a Working Group with local industry, Tourism and Events Queensland (TEQ) and Tourism Australia that will revisit factors in our control such as marketing strategies. The Minister also committed to looking at possibilities to address the issue of domestic aviation constraints. Cairns has one of the highest load factors of any route in Australia at 91% from southern cities.
While TTNQ maintains constant contact with TEQ around marketing and strategies, last week was also an opportunity to hear directly from the marketing team, having full and frank discussions with industry around concerns, and how we can better leverage awareness and visitation to this destination. TTNQ CEO Pip Close is in discussions with TEQ as to how best to progress this quickly.
In the meantime, a domestic marketing campaign is underway with Ignite Travel, which is being funded though TEQ’s $1 million campaign to boost domestic visitation for Tropical North Queensland, the Whitsundays and Townsville in the very short term.
We have our fingers crossed for good weather leading to the school holidays and Easter as the weather cools down south. From the TTNQ Board, we wish you all a safe and busy Easter period.
29 March 2019