"There's no doubt the Port Douglas brand is one of the key leisure brands for the country. It's getting good penetration in the international market and will continue to do so, and it offers the unique resort village environment and all the attributes we know.

"But, obviously, to compete in this day and age against international destinations - be it the Pacific Ocean islands or in South-East Asia - we have to keep telling the story as to why our destination is the pick. 

"There will be a challenge for the new Douglas Shire Council, to be able to find in some way the funds that are required to promote the region as a tourist destination. [Council] had a good formula in place before, and I’m sure that’s one of the considerations for the future.

"There’s more and more competition than what there was 10 years ago; more communities around the world and around Australia are seeing how important tourism is. So everyone’s taking a bit of the cake unfortunately, and the cake is evaporating.

"We’ve got to continually create a new audience and go out and create a reason why people should come. That’s the story I think we should get across to anyone who wants to represent the region through the new Council. They need to make sure that they have very strong, proactive tourism-supporting policy.  

"We have a proud history in this region overall, and in Port Douglas in particular, of local industry support for its organisations.

"I know the TPDD gets enormous support from its local businesses, and I think the industry has always shown a very high capacity to put in. But I think it’s also important to realise that the contribution that the industry makes to the entire community, and the region, is benefiting a lot more than just the members of the organisation.

"I would hope that each of the Council candidates has a definite focus and recognition of the tourism industry and its value, and also some solutions on how they can add value to the industry in the future.

"I’ll be encouraging and helping [with the upcoming election] wherever I can to develop a better understanding of the importance of tourism and why it does need local support.

"Without local support you can’t generate external support. This is all about an opportunity for self-help – that’s what we’ve got to look at now."