TTNQ Strategic Direction 2024 – 2025

Tourism Tropical North Queensland, as the Regional Tourism Organisation, brings together the industry and community as the custodians of a destination and a suite of brands with a long and proud history of involvement in the visitor economy.

TTNQ Vision & Mission

Destination Vision

A highly valued and respected, results-driven organisation, working in partnership with our stakeholders to deliver world-class, innovative destination marketing, supported by our community.

Destination Mission

That every visitor leaves as a custodian of our region and its stories, sharing their experience globally to drive future visitation.

TTNQ Strategic Priorities

  1. Deliver a unified brand story to become Australia’s most desirable leisure, business event and corporate travel destination.
  2. Increase the region’s market share of domestic visitor nights and spend, including growth in luxury, adventure, events and drive.
  3. Restore the regions aviation seat capacity, both domestic and international and global travel restarts.
  4. Support our industry to adapt, delivering year-round visitation, encouraging greater dispersal and driving repeat visitation from key markets.
  5. Increase our share of voice, through strong partnerships and a culture of innovation.

TTNQ Business Goals

As an organiser in the visitor economy we can influence:

  • Share of Voice: increase awareness and engagement with our story through our partners.
  • Share of nights: Drive visitor arrivals, nights and spend per person.
  • Spend Year-Round: driving year-round visitation, dispersal.
  • Satisfaction: a sustainable organisation, delivering results for partners, members, visitors, and our community and sharing the region’s stories of sustainable practice.

TTNQ Values

Professionalism

  • Personal grooming and presentation professionally appropriate to your role
  • Delivering quality outcomes within set timeframes
  • Demonstrating a strong work ethic to deliver quality outcomes
  • Communicating clearly
  • Behaving in a fair, logical and consistent manner
  • Proactively supporting the mission and vision of the company
  • Promoting self development and team growth

Leadership

  • Actively supporting TTNQ values
  • Valuing individuals input equally
  • Demonstrating active listening by;
    o allowing someone to speak without interrupting,
    o listening to what’s being said and providing a meaningful reply to ideas and opinions
  • Being dependable
  • Being empathetic
  • Being honest

Collaboration

  • A willingness to work together as a team
  • Actively seeking opinions from other team members
  • Being actively involved in group discussion and looking to solve team problems
  • Volunteering to assist with components of teamwork
  • Actively listening to all team member’s contributions
  • Acknowledging individual team input
  • Supporting team decisions

Respect

  • Consistently communicating in a positive and open manner
  • Showing consideration, understanding and respect for the team and stakeholders
  • Having respect for diversity by embracing differences in talents, strengths and weaknesses
  • Embracing positive recognition

Creativity

  • Encouraging creativity to develop fresh ideas
  • Facilitating creative and collaborative ideas
  • Supporting creative and constructive debate

#ExploreTNQ

A day in the life of a Master Reef Guide 🐢🌊 on the #GreatBarrierReef. Not your average 9 to 5… career change, anyone? 

📸 @tahn_miller and @masterreefguides 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland  @australia 

ID A Master Reef Guide swims through jellyfish blooms and coral gardens on the Great Barrier Reef. Wearing a yellow shirt and snorkel gear, they glide past marine life and reef restoration projects in crystal-clear water under the tropical sun.
Came for the scenery, stayed for the party. In #TropicalNorthQueensland, the backdrop might be world heritage-worthy but the real show? That’s on the streets, the stages and even the sand 🏝️. 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia @portdouglasdaintree  #cairnsfestival #portdouglascarnivale @savannahintheround #tasteportdouglas #shineongimuy @cairnsfashionweek @pdcarnivale @cairnsfests 

ID This video opens with a woman standing on a hotel balcony with the title ‘Stay’, before transitioning to festival scenes with ‘Play’ flashing on screen. It cuts to a street parade with dancers, food shots from Taste Port Douglas, and crowds dancing at Savannah in the Round. The video ends with traditional Indigenous dancing at Shine on Gimuy.
Not all treasures come with signposts. Hidden deep in Wooroonooran National Park, #WankarooFalls is the kind of place you may only visit once but will never forget.

It’s a 14km rugged rainforest trail with creek crossings and a final steep descent - but the payoff? A dramatic dual-stream waterfall and a deep pool that’s made for a dip. To discover more about the region's many waterfalls, head to https://bit.ly/3Yu3wqp

📸 @evjocks 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland  @australia @athertontablelands @cassowarycoastaustralia 

ID A misty rainforest scene at Wankaroo Falls in Tropical North Queensland. The waterfall cascades into a calm pool surrounded by thick, green foliage and towering trees, with soft light filtering through the canopy.
ASMR? More like ATSR (Aquatic Turtle Stress Relief)...You’re welcome 😌.

🎥 @puresnorkelling 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland @australia 

ID An underwater close-up of a sea turtle gently blowing bubbles in clear blue water. The scene is calm and quiet, with soft bubbling sounds creating a soothing, ASMR-style moment.
Hello #MissionBeach 👋 Where rainforest meets the #greatbarrierreef… and the beaches stretch on forever. 🌴☀️

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland  @australia @cassowarycoastaustralia 

ID A tropical beach scene that shifts from daylight to sunrise. Palm trees line the shore, with soft waves and golden sand. The final images show the sky glowing pink and orange as the sun rises.
Thinking this beats your usual commute? Time to plan your paddle with @babindakayaking. 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia @queensland  @australia @cassowarycoastaustralia 

ID An aerial view of a calm, clear creek. Five colourful kayaks are pulled up on a white sandy bank, with people lying back and relaxing nearby. The creek is shallow with a visible sandy bottom, and surrounded by thick green vegetation.

📸 @babindakayaking
Just two locals cruising the coastline… 🐢🦈 These coastal shallows along the #DaintreeRainforest are vital feeding grounds, nurseries and rest stops for countless marine species. Incredible don't you think? 

🎥 @josephine.wrt 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
@queensland @australia @portdouglasdaintree 

ID An aerial view of a calm, clear stretch of ocean along the Daintree Rainforest coastline. A green sea turtle and reef shark glide peacefully in shallow turquoise waters near the shore, surrounded by fringing reef and sea grass beds.
When was the last time you truly paused to take it all in? Sunrise at #FourMileBeach. One of those quiet #PortDouglas moments worth slowing down for. 

📸 @amys.camera.lens 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
@queensland @australia @portdouglasdaintree 

ID Tall palm trees line the sandy edge of Four Mile Beach, silhouetted against a sunrise sky filled with pink, purple and orange hues.
“I distinctly remember telling you to stay out of the bird feeder…” 😆
This cheeky possum clearly didn’t get the memo. Just one of the many curious visitors you might spot at @canopytreehouses – though not all of them are this bold.

🎥 @wanderlustmike 

#exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia 
@queensland @australia @athertontablelands 

ID A possum is perched on a hanging bird feeder, using its front paws to grip the edge as it leans forward to eat. The scene captures the possum mid-mischief, appearing curious and unbothered.