Tourism Tropical North Queensland (TTNQ), together with the Queensland Government, is excited to be running a major tourism campaign designed to encourage Queenslanders to explore the best of Cairns & Great Barrier Reef – Cairns Holiday Dollars.
There were 15,000 vouchers worth $200.00 (inc. GST) each distributed to Queensland residents in early March 2021 to enjoy tourism experiences in Cairns & Great Barrier Reef. The vouchers can be used to claim 50 % of any eligible tourism experience booked, up to a maximum of $200.00 (inc. GST).
From 4 May – 25 June 2021, there were also 5,000 vouchers distributed to travellers already in the region, utilising Facebook’s audience targeting tools to offer an instantly downloadable voucher code.
From 2 June – 24 June 2021, vouchers were distributed to arrivals at the Cairns Airport. These vouchers had up to one week validity for bookings with travel before 25 June using a unique voucher code. A QR code takes the voucher holder to the Cairns Holiday Dollars deals page on Queensland.com where they can make a booking.
The next phase of the Cairns Holiday Dollars campaign has started and runs through to 30 July 2021. From 7 – 30 July 2021, vouchers will be distributed to arrivals at the Cairns Airport to provide immediate support to tourism experiences for the remaining school holidays and beyond. These vouchers will continue to provide up to 50% off tourism experiences, up to a maximum value of $200 (including GST) and will need to book and travel before 30 July using a unique voucher code. A QR code takes the voucher holder to the Cairns Holiday Dollars deals page on Queensland.com where they can make a booking. The voucher booking and redemption process will work in the same way as the previous program and are only valid to previous Cairns Holiday Dollars participating operators. For ease and flexibility for operators and voucher holders, it is now optional to load an ATDW deal, voucher holders can redeem their voucher on any experience an operator offers.
How to get involved
Operator registrations to be part of the Cairns Holiday Dollars campaign closed on the 19th March 2021.
Tourism experiences are being offered to voucher holders. Deals are featured on Queensland.com that consumers can book using their vouchers.
Tourism experiences could include:
- Adventure tourism experiences. For example, bungy jumping, canyoning, white water rafting, and skydiving.
- A tourism experience with a dining inclusion, where the tourism experience is the booking lead.
- Day Spa packages that include a minimum of two treatments.
- Entry to galleries and gallery exhibitions.
- Family passes for a tourism experience, including adults and concessions.
- Scenic flights. For example, helicopters, light aircraft, and hot air balloons.
- Transport that includes a tourism experience. For example, touring and tourism experiences that include a transfer.
- Water-based activities, reef and marine tourism experiences including diving, liveaboard experiences, and multi-day expeditions.
- Wildlife parks, zoos, and aquariums.
A Cairns Holiday Dollar Deal can be packaged with multiple operators and/or experiences but must have a lead tourism experience operator taking the booking and responsibility of the deal. Keep in mind you are offering a ‘deal’ to consumers, it does not need to be a ‘discount’.
For full details on eligibility, and requirements to participate, and frequently asked questions, please see the Cairns Holiday Dollars Operator Handbook.
Throughout the campaign, you can upload or update your Cairns Holiday Dollars deal/s through ATDW for display on Queensland.com.
We also recommend you get on board with leveraging the campaign through your own marketing to maximise awareness and opportunities for people to book your experience. You can add the ‘Cairns Holiday Dollars’ logo to your marketing collateral, including your social posts and website – see the Style Guide
TTNQ hosted a webinar to explain the campaign in more detail and help you through the registration. The session was recorded and you can watch below, incase you missed it.
Supporting the industry
Cairns & Great Barrier Reef has been one of the hardest-hit regions from the impacts of COVID-19 and the Cairns Holiday Dollars promotion is designed to support the industry and continue to encourage Queenslanders to get out and explore the region’s world-class tourism experiences.
By incentivising visitors to book tourism experiences, we may also see visitors extend their length of stay which generates benefits across the tourism sector – by staying longer in their accommodation, creating more opportunities to eat out and explore the local shopping opportunities. By encouraging a longer length of stay, the campaign may further stimulate and spread visitor spend throughout the region.
The campaign will also support longer-term domestic tourism growth by showcasing the diverse tourism experiences on offer in Cairns & Great Barrier Reef.