Our History
Tourism Tropical North Queensland evolved from a grassroots community and business movement to help the region’s slowing economy through the Far North Queensland Promotion Bureau. In 1971 visitor spend was at $50 million with most visitors arriving in Cairns by steamer, rail and caravan. However, the potential to grow tourism was recognised when Hollywood superstar Lee Marvin made a name for Cairns through his regular game fishing trips during the 1970s.
In response to the need for a coordinated and cooperative approach to tourism marketing, the Far North Queensland Development Bureau set up a Board for Tourism and Travel. Professional fundraisers secured $40,000 to $50,000 a year from local authorities and the business community for the first five years, giving the region one of the largest destination marketing budgets in Australia at the time.
In 1978 the Far North Queensland Promotion Bureau was formed to focus on destination marketing and as a result tourism slowly overtook agriculture, forestry and mining as an economic driver for the community. In the seven years from 1974 to 1982 bed spaces increased 150% to 7500 with more than 400 tourism businesses, including $30 million worth of reef boats, and some 30 tour bus options. By 1993 tourism was worth about $120 million a year.
The Cairns International Airport opened in 1984 and international marketing of the destination began in earnest. Just two years later significant investment in tourism infrastructure began with Japanese investors leading the way by building hotels and expanding the reef fleet.
Tourism was booming until the pilot’s dispute in the summer of 1989 and 1990 cut the supply of visitors to Cairns, demonstrating just how dependent the region was on tourism and aviation. TTNQ worked on coordinated campaigns to strategically rebuild markets and at the time was acknowledged as one of the most active, aggressive and effective tourism promotional bodies in the country. Tropical North Queensland experienced the strongest growth and recovery of any destination in Australia.
In the 1990s, the Cairns Region Tourism Strategy, which drew on the resources of more than 90 agencies, set a blueprint for the region to develop a diversified tourism product and ensure sustainable use of its natural and cultural assets in the hope of future-proofing the industry.
With construction starting on the Cairns Convention Centre in 1992, attention turned to the meetings and incentives market. The region’s fortunes turned around in 1993 when its 17% growth in visitor numbers far exceeded the State’s 4% growth. That year the Promotion Bureau had one of the highest levels of membership of any regional tourism organisation in Australia. The following year tourism became the region’s first billion dollar industry.
In 1998 the Bureau began trading as Tourism Tropical North Queensland to reflect the new destination marketing name of Tropical North Queensland and a consumer website was launched as a marketing tool.
Aviation continued to be a challenge with the cancellation of services from Japan in 1998 and the loss of Singapore Airlines and Garuda in 2000. The Cairns Aviation Strategy Team brought TTNQ, the Cairns Port Authority (which operated the airport at the time) and Tourism Queensland together to lobby for international and domestic aviation services. In 2001 Ansett collapsed resulting in a 40% loss of domestic capacity to Cairns.
Devastating cyclones in 2006 and 2011 compounded by the Global Financial Crisis brought a tourism downturn that filtered throughout the region’s economy. Strengthening and diversifying the region’s tourism industry and destination appeal was an essential part of the 2011-2031 Tropical North Queensland Regional Economic Plan. Increasing sports and events tourism, eco and nature-based tourism, and education tourism were part of the growth strategy.
Since then sports and events tourism has helped spread visitation into traditional shoulder seasons and Tropical North Queensland is now known internationally as a sports destination thanks to events like Ironman Asia-Pacific and the UCI World Mountain Bike Championships. In 2018 education tourism is supporting 300 jobs in Cairns and work has started on the Wangetti Trail, a walking and mountain biking trail to be marketed as one of the top 10 trails in Australia.
With aviation access critical to the region’s future prosperity, TTNQ successfully lobbied the Queensland Government to establish an aviation attraction fund which resulted in direct flights from China to Cairns beginning in 2017. Direct flights to Asian destinations have paved the way for the region’s agricultural sector to export produce, further strengthening the Tropical North Queensland economy.
TTNQ was also instrumental in convincing the Ghassan Aboud Group to begin its foray into Australian hotel development in Cairns with robust forecasting showing the time was right for new tourism infrastructure. In 2018 the Group’s Crystalbrook Collection is transforming the Cairns skyline with a $500 million investment in three new international hotels.
After consulting members and industry partners, the TTNQ Board embarked on a strategic review which resulted in the 2018-2020 Strategic Direction. This plan is being implemented by the TTNQ team to deliver $3.5 billion expenditure in 2020 and lead the way forward to the vision of becoming one of the world’s most inspiring nature based destinations.
TTNQ secured sustainable domestic funding through a $16.5 million five-year funding agreement with Cairns Regional Council.
In 2020 and 2021, the region’s tourism industry faced a significant blow with the COVID-19 pandemic, surpassing all natural disasters. During lockdown, TTNQ’s advocacy focused on lobbying state and federal politicians and securing over $140M in additional funding for marketing, event, and operator support.
TTNQ was the only destination in Australia to receive Federal funding for international recovery with $15 million allocated over the next two/three years. While announcing the funding for TTNQ, Prime Minister Scott Morrison paid us a very powerful compliment. He said no part of the Australian tourism industry had been more successful in developing international markets and nurturing those relationships than Tropical North Queensland. When our region is doing well, the Australian tourism industry is doing well.
2021 was a record year for domestic expenditure, despite Queensland borders being closed to our key southern markets for much of the year.
TTNQ’s intensive work during the pandemic to grow our market share of domestic visitation resulted in a record $4.4 billion expenditure and 2.5 million visitors in 2022. This record visitor spend is close to $1 billion more than the 2019 total visitor spend and four years ahead of the 2021 recovery forecasts.
Innovation is essential, and in 2022 TTNQ became the first Regional Tourism Organisation to launch a Sustainable Travel Hub and an Accessibility Hub.
The TTNQ Board set a new 2023-2025 Strategic Direction, aiming to increase the value of the visitor economy in the region to $5B, four years ahead of 2021 forecasts. In May 2023, we launched the Tropical North Queensland First Nations Tourism Action Plan, the first for any region in Australia.
#ExploreTNQ
UPDATE We are loving all the excitement this post has generated — turns out, everyone wants to sip cocktails in an underwater tiki-themed reef bar. 🐠🍹 While it was just a cheeky April Fools’ joke, the idea clearly struck a chord. Who knows… maybe one day the ‘Coral Club’ will make a splash 😉. Until then, keep dreaming tropical and thanks for playing along.
JUST ANNOUNCED Green Island’s Historic Underwater Observatory to be reborn… as a reef bar 🍹🐠. In a bold fusion of heritage and hospitality, Green Island’s original underwater observatory is set to be reimagined as the world’s first underwater tiki bar — built on the very same historic footprint beneath the jetty.
Originally opened in 1954, the 10-metre chamber was built from a WWII diving vessel with 22 portholes. Though it closed in 2012 and was removed in 2019, its legacy will live on with the aptly named ‘Coral Club’. Opening in 2026, this one-of-a-kind reef bar will offer…
🌊 Panoramic glass views of the Great Barrier Reef’s marine life
🍍 Signature cocktails served in coconuts and pineapples
🥂 Original 1954 portholes restored and featured in the new design
🛥️ Transfers from Cairns Marina via @greatadventurescruises - just $49 return, includes a welcome drink + 11pm return options
🏝️ Or make a night of it and stay at the luxurious @greenislandgbr just steps away.
👇 Tag your reef-loving crew and grab your best tropical shirt because…the #CoralClub is coming.
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#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID A collage of images showing Green Island and its historic underwater observatory. Includes an aerial view of the island, vintage photos of visitors on the jetty, and an artists impression of the new bar. The observatory is pictured on stilts over the water with an Australian flag above. The text announces plans to reopen it in 2026 as an underwater tiki bar.
Golden hour strolls along #EllisBeach just hit a bit different, wouldn`t you agree?
📸: @josh_burkinshaw
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID A person walks alone along Ellis Beach at sunrise, with golden light on the sand, calm waves and palm trees lining the shore. A green mountain rises in the background.
Chasing waterfalls or planning a swim in one of Tropical North Queensland’s freshwater spots? It’s worth taking a moment to brush up on how to do it safely. Senior Raft Guide at @cairnsadventuregroup Paul Porteous, shares some simple tips to help visitors stay safe while making the most of the incredible freshwater experiences that can be found here. More here 👉 🔗 in bio ☝️.
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
@queensland @australia @portdouglasdaintree @athertontablelands @visitmareebashire @cassowarycoastaustralia @cooktowntnq
ID A freshwater safety video set in Tropical North Queensland. It features warning signs, rainforest streams, waterfalls, and people swimming in natural pools. Paul Porteous, Senior Raft Guide at Cairns Adventure Group, shares safety tips on camera. The video shows calm swimming spots, drone views of waterfalls and canyoning scenes to highlight safe ways to enjoy the region’s freshwater locations.
Which do you chase - summit views that stretch beyond the horizon or winding rainforest trails that lead to this? Or both? #DaintreeRainforest
📸 @wunez
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree
ID A rainforest scene in Tropical North Queensland, featuring a moss-covered fallen tree arching over a gently flowing stream. Ferns and dense greenery surround the waterway, creating a rich, layered jungle landscape. In another image, golden light touches the peaks of distant mountains, offering a sweeping summit view above the rainforest canopy.
From mountain bike festivals to parties under the tropical palms, @tropicalnorthqueensland is bringing an unmissable lineup of events this season. Check out the full What’s On guide 🔗 in bio ☝️🌴
@savannah.sounds @pdcarnivale @crankworxcairns @pbraustralia @ccc_cairns @cairnsindigenousartfair @ironman.cairns @cooktown.discovery.festival @discoveryparksandresorts
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID This image carousel features a series of images showcasing upcoming events in Tropical North Queensland, from cultural celebrations and adrenaline-fueled action to live music and beachside festivals.
💙 Australia’s bluest waters? You will find them right here in @tropicalnorthqueensland. Would you swim here? #BedarraIsland?
🎥 @_markfitz
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID The video opens with text that reads “Places in Australia with the bluest water”, over an aerial drone shot of a secluded beach. The scene features clear turquoise coloured water, smooth boulders and palm trees lining the white sand.
On a scale of 1-10, how would you rate #RexSmealPark? Drop your score below. 👇 We would give it a 10… obviously...🌴
📸 IG/kel.and.dyl
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree #portdouglasdaintree
ID A park with lush green grass stretches toward the waterfront, framed by tall, evenly spaced palm trees. In the background, a calm body of water reflects the sky, with distant mountains and a tree-covered shoreline.
No snorkel? No worries! A glass-bottom boat tour lets you see the #GreatBarrierReef without getting wet. Who’s up for an underwater adventure but above water 😉?
🎥 @sunloverreefcruises
#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia
ID The video opens with on-screen text that reads “Have you ever been on a glass-bottom boat tour?”. The footage then shows a glass-bottom boat floating over the Great Barrier Reef, with coral formations below. The perspective shifts between above-water shots of the boat and views through the glass panels, where tropical fish and marine life can be seen swimming beneath.
Journey through #Mareeba along the historic Wheelbarrow Way to discover #Chillagoe, a hidden outback gem filled with ancient limestone caves, rich mining history and landscapes that take your breath away. Have you heard of it? Time to add this “secret” to your TNQ bucket list.
Planning a trip? @visitmareebashire offers a 2-day
Wheelbarrow Way itinerary and all the tips you need to make the most of your adventure.
🎥 @overlandtravellers
ID Aerial and ground footage showcasing Chillagoe’s outback landscapes, ancient limestone formations and scenic walking trails. Clips feature a couple exploring caves, hiking throughthe rocky terrain and enjoying sunset views among towering limestone pillars. Text overlays highlight Chillagoe as one of TNQ’s best-kept secrets.
#exploretnq #explorecairnsGBR #thisisqueensland #australia @queensland @australia
If paradise had a waterfall, this would be it. #ZoeFalls on #HinchinbrookIsland is the ultimate reward for those who make the trek offering up the ultimate freshwater experience. Who’s taken the plunge here? 👇 #HinchinbrookIsland #zoefalls
📸 IG/markfitz
ID A half-underwater, half-above-water shot of a woman standing in a clear pool at the base of a waterfall. Below the water, small fish swim among smooth rocks. Above the water, a cascade flows down dark, rocky cliffs surrounded by green rainforest.
