TTNQ Strategic Direction 2025 – 2028

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

Test your limits and turn up the thrill. Whether you are bungy jumping from Australia’s only tower, skydiving over the #GreatBarrierReef, or rafting through rainforest rapids, there is an adventure waiting for you in Tropical North Queensland. 

@cairnswaterfalls @cairnsjetboating @hotairballooncairns @skyparkcairns @cairnsadventuregroup @sunloverreefcruises @backcountryblissadventures @treetopsadventurecapetrib @portdouglasdaintree @queensland #queensland #australia #exploreTNQ #explorecairnsGBR @australia

ID This video showcases high-energy adventure in Tropical North Queensland including bungy jumping over rainforest, skydiving above the Great Barrier Reef, and rafting through wild rapids.
Incoming… minke season. They are rare, ridiculously curious and Tropical North Queensland is the only place on Earth you can swim with them. Each winter, dwarf minke whales migrate from subantarctic waters to the stretch between Port Douglas and Lizard Island, and for a few short weeks, the #GreatBarrierReef becomes home to the world’s most exclusive whale encounter.

The season is short. The encounters unforgettable.
Learn more here 🐋  https://bit.ly/43qy7bh

🎥 @pablocogollos_photography

@mikeballdive @prodivecairns @spiritoffreedomcairns @divers_den

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

ID Dwarf minke whales swimming in clear blue water on the Great Barrier Reef.
The road less travelled… straight to one of Queensland’s steepest climbs… #WalshsPyramid. This Grade 5 track is steep and difficult, but the views make up for it. 

🎥  @w.said77

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

ID A drone shot looking down a narrow road lined with sugarcane fields, leading towards Walshs Pyramid, a steep, pyramid-shaped mountain
This reef local has nailed the art of midweek energy conservation. Zero meetings. Maximum chill.

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

🎥  @downundercruiseanddive 

ID A green sea turtle resting on the coral floor of the Great Barrier Reef with its eyes partially closed.
Proof that Tropical North Queensland doesn’t do “ordinary”. 💧 This electric blue beauty is the #CardwellSpaPool, nature’s answer to a plunge pool, and yes, the colour really is that good.

But heads-up… this brilliant hue is seasonal. Your best bet? Visit just after the summer rains. That is when there is still enough flow to keep things fresh, but the water level starts to drop concentrating the minerals that give it that unreal blue.

📸 @runamuc_adventures 

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

ID A woman relaxes in a natural rock spa at the edge of the vivid blue Cardwell Spa Pools in North Queensland. Surrounded by lush rainforest, the mineral-rich water contrasts strikingly against the earthy rocks and green foliage.
Golden hour hits different when you are perched on the edge of paradise 🌴 in #portdouglasdaintree. Tag 👇 the friend who would be first to bring the cheese platter.

📸 @amys.camera.lens 

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

ID Aerial view of a grassy headland lined with palm trees at sunset, with people relaxing on the lawn. A red-sailed boat floats on the ocean in the background under a pink and orange sky.
Weekend forecast says 100% chance of stars and this sky? Brought to you by zero light pollution and one epic outback escape. Who’s packing the telescope?

📸📍@mountmulliganlodge 

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

ID A person stands under a dazzling night sky illuminated by the Milky Way, holding a light that beams upward. Silhouettes of trees and distant hills frame the horizon, captured at Mount Mulligan Lodge.
Warning: staring directly at this waterfall may cause spontaneous road trips. Millaa Millaa Falls is one of the most photographed waterfalls in Australia, and when you get a view like this, it’s easy to see why.
Add it to your @athertontablelands trail and pack your swimmers (you’ll thank us later). @queensland  @australia #cairnsgbr #exploretnq #athertontablelands  ID Frontal view of Millaa Millaa Falls cascading into dense tropical greenery, framed by rainforest foliage.
Dress code…barefoot? Say no more. 😉 This isn’t just lunch with a view,  @lizardisland is a private island escape where the only way in is by plane, yacht or chopper. Who's adding this to their wish list? 

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

ID: The image shows a white sand beach edged by turquoise waters, where a woman enjoys a picnic. A boat floats in the bay nearby, hinting at the island’s remote and exclusive appeal.
Silent, ancient and absolutely in charge. As ancient as the rainforest it inhabits, the estuarine crocodile is a living relic and a powerful reminder that in Tropical North Queensland, the wild still rules 👑🐊.

🎥 @josephine.wrt 

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

ID Aerial view of a crocodile swimming near the riverbank beside dense green mangroves in Tropical North Queensland.