Domestic Marketing Overview

Updated March 2020

 

Insights

  • Top Line Numbers (YE 30 Sep 2019)

    Share of overnight expenditure: 66%
    Forecasted growth 2020:  Under review
    Visitors: 2.2M | +8.5%
    Visitor nights: 11.1M | +12.7%
    Expenditure: $2.4B | +5.7%

    1.4M intrastate visitors = 5.3M nights
    757,000 interstate visitors = 5.8M nights

  • Booking

    Consumers most likely to book air travel direct (19%) or with an OTA (8%).
    Around 14% of consumers booking package with travel agent in store to TNQ.
  • Aviation

    Qantas, Jetstar, Virgin, TigerAir, Qantas Link, Air North, Rex Airlines, SkyTrans.
    Constricted Domestic Network with some 75-80% of international arrivals through domestic network.
  • Other Insights

    50% of domestic market is “drive market” = +6.4%

Strategy

Position Cairns & Great Barrier Reef to be the destination of choice for conscious travellers to share.
Inspiring our visitors to leave as custodians of the region.

See Great … Leave Greater

Execution

Target Audience

  • High Value Travellers (HVT)
  • 50+ age group travellers without children
  • Travelling with children
  • 18-49 age group travelling without children

Tactics

Current

  • Content creation, strategies to share aspirational content
  • PR/Media engagement
  • Constant/ongoing product, member, industry engagement

Looking ahead

  • Cairns Airport marketing partnership to drive volume and services on Domestic legs.
  • VFR member campaign partnership with News Corp focussing on Drive market.
  • Domestic Phase 2 Campaign executions with Accor, Expedia, Ignite and Jetstar, with digital activity in partnership with TEQ.
  • TTNQ, LTO, TEQ Drive North Queensland Campaign in partnership with LTO’s, WIN TV, Avis and Outdoria
  • Product/member in market training opportunities with Domestic wholesalers
  • Media/PR activity to elevate destination/new branding content
  • Trade educationals
  • New Zealand
    Cairns Airport/TEQ/Air New Zealand campaign activity

Working with us

  • ATDW & Best of Queensland
  • Drive: Caravan and Camping Show support
  • Member in Market training opportunities
  • Trade and Media educational support