TTNQ Strategic Direction 2022/2023

Tourism Tropical North Queensland, as the Regional Tourism Organisation, brings together the industry and the community to drive the value of the visitor economy through destination marketing. COVID-19 has created global uncertainty around the future of travel and tourism that we must respond to as a collective to support local businesses and retain local jobs.

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

POV: walking through the rainforest canopy at @mamutropicalskywalk 🌴

📸 @_clare.louise_ #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia
Winter in the outback? Now that’s what we call heaven ☀️ If you’re visiting @cobboldgorge, don’t forget to book a boat or SUP tour 🛶 There’s no better way to get up close & personal with the beauty of the gorge ✨ Beneath your board, native fish dart through the waters & beside you, the sandstone walls soar 19 metres high! 🐠⛰

📸 @hjones0710 #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia 

[ID: People in a small boat travelling through Cobbold Gorge. The water is green and blue in colour and surrounded by towering sandstone cliffs]
PSA excessive caffeine was consumed in the making of this video ☕️ Before the Monday morning blues hit, pick your perfect coffee stop in Cairns 😌

📍 @wharfonecairns
📍 @thechamberscairns
📍 @succulivingandco
📍 @guyalacafe
📍 @thenookcairns

#explorecairnsGBR #exploreTNQ #thisisqueensland #seeaustralia
Holy shark…whale shark that is! 🦈

This guy came to visit the @greatadventurescruises semi-sub recently and really livened up these lucky guests’ reef trip 🤿🐠

Have you seen anything quite like this on your trip to the @gbrmarinepark? 😱

#explorecairnsGBR #exploreTNQ #thisisqueensland #seeaustralia
C’mon give us a smooch 💋

The team at @descentproductions came face to snorkel with this 240lb potato cod at the famous Cod Hole off the coast of @tropicalnorthqueensland 🤿🐠

#explorecairnsGBR #exploreTNQ #thisisqueensland #seeaustralia
Just a couple of Papuan Frogmouths caught by the paps 🎥 Much like our fan favourites the Tawny Frogmouth, these guys aren't actually owls at all 🦉 They are part of the Nocturnal Nightjar family, and are the largest of the Frogmouths in length 🌴🪶 Although the Papuan Frogmouth is common, they’re masters of disguise, meaning they can be hard to spot to even by the sharpest pair of eyes 👀

📸 @matti_rambo_shoots #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia 

[ID: close up of two Papuan Frogmouth birds (similar in appearance to owls) sitting on a branch staring at the camera]
t's not hard to see why Mena Creek Falls has been enchanting visitors to @paronellapark forever 🏰🍃 Have you been here before?

📸 @_rochelleryan_ #explorecairnsGBR #exploreTNQ #thisisqueensland #seeaustralia

[ID: aerial of person standing on the bridge at Mena Creek Falls, surrounded by lush greenery]
Just some humpbacks putting on a whaley great show just off the @cassowarycoastaustralia 🐋🤩

📸 @troybe_spearfishing #exploreTNQ #explorecairnsGBR #thisisqueensland #seeaustralia