Tourism marketing campaign to benefit Shire
CORONAVIRUS IMPACT
The Queensland Government’s decision to fast-track a million-dollar package of Cairns marketing campaigns to support businesses, suffering as a result of the recent coronavirus outbreak, has been welcomed by the shire’s tourism body.
Tourism Industry Development Minister Kate Jones said three new international campaigns would kick off this month, focusing heavily on the US and UK markets.
“Far North Queensland will be one of the regions hit the hardest by coronavirus. That’s why we’re investing millions of dollars in marketing to bring more American and British tourists to Cairns.
“These campaigns are about driving visitors and stimulating economic recovery at a time when it is badly needed.”
Tourism Port Douglas Daintree (TPDD) Chief Executive Officer, Tara Bennett, said this is positive news for the shire.
“TPDD welcomes the additional funding for Tourism Tropical North Queensland which will undoubtedly benefit our shire.
“Tourism Tropical North Queensland’s promotions cover all of the Tropical North with Port Douglas and the Daintree featuring heavily in their messaging.
“I’m particularly pleased to see investment committed to the US and UK, our top two inbound markets for Douglas,” said Ms Bennett.
Ms Jones said in the US, Far North Queensland’s second largest international market, two campaigns would showcase the very best of the region to American travellers.
“The first – a dedicated dive campaign – links into valuable partner networks to promote scuba diving holidays on the Great Barrier Reef,” she said.
“Another campaign, kicking off next Monday, in partnership with specialist travel wholesaler Down Under Answers and Tourism Tropical North Queensland, aims to generate bookings that will bring more than $1.25 million in overnight visitor expenditure in the TNQ region.
“Through the company’s network of travel agents, increasing length of stay in the region is a strong focus, encouraging tourists to discover more of the tourism experiences on offer.
“In the UK, a TNQ-specific campaign will target travellers already planning a Queensland holiday to generate accommodation and tour bookings for TNQ operators, maximising economic returns for the local tourism industry.”
Today’s announcement will complement initiatives already under way to promote Far North Queensland including a major Great Barrier Reef campaign in Europe, retail activities in Singapore, Indonesia, Japan and India and a campaign launching in partnership with SilkAir India focused on Cairns and Great Barrier Reef experiences.
This announcement comes also comes after the state government last week actioned a $2 million tourism campaign to deliver an immediate shot-in-the-arm for the industry following the emergence of the coronavirus threat.
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