By Howard Salkow

It's not uncommon to see tourists walking along Port Douglas Road with their shopping bags as they return to their respective accommodation. It's not ideal, especially if you have plastic bags which are susceptible to tearing.

As you observe this occurrence, it's fair to ask why these people are not using the town's shuttle service, or a taxi. It would be quicker and efficient.

But, what we're not saying is that it's cost effective. The shuttle service one way costs on average $5 and a taxi ride will be more. 

Does this mean we are 'ripping off' our most important asset, tourists? After all, we want them to frequent the retail hub, cafes, restaurants, the marina et al, as opposed to being confined to their hotel, villa, etc. 

We also must not overlook the 'locals' -- to many, the shuttle service is prohibitive and that's unacceptable.

The shuttle service can, at times, involve long waiting periods. For a family of four, the ride into town is expensive and then there is still the return trip. You do the math. This is not Melbourne or Sydney where you are expected to meet the transport costs. It's part of visiting a big city.

Port Douglas is built around the experience it offers; memories from the reef, the Daintree, the fabulous restaurants and we want our visitors to tell others about Port Douglas. You can't challenge how important word-of-mouth is as a communications tool. What we don't want is those bemoaning how expensive it is to get about the town, if you choose not to rent a car.

These comments are not suddenly the flavour of the day. It's been out there for some time.

There may be reviews regarding transport means, especially now that Uber is capitalising on its market niche. But this is unlikely to impact Port Douglas.

Our challenge is to ensure we can get people from A to B in a seamless fashion. This also includes getting to Mossman, which would not be a cheap exercise.

Let's have our own review to find a system that is efficient and affordable. The timing is right as some of the town's icons renovate and expand. We need to do what is best for Port Douglas and our transport system needs to be reviewed. And if this does happen, let's do it sooner than later.