by Mat Churchill

A new tourism campaign encouraging Victorian holidaymakers to visit the Tropics via Tiger Airways’ Melbourne to Cairns service has been launched.

The new $50,000 ‘Get Adventurous in Tropical North Queensland’ tourism campaign, was coordinated by Tourism Queensland, Tiger Airways and Tourism Tropical North Queensland.

The three-week campaign includes print, radio and online components and targets the Melbourne youth ‘social fun-seeker’ market.

Tiger Airways' website describes the tropical experience holidaymakers can expect to have.

"The Great Barrier Reef is just one of this region's attractions. There's the vibrant tropical city of Cairns, nature-packed adventure at Mission Beach, the ancient wonders of Cape Tribulation, rainforest splendour of the Daintree and sophisticated Port Douglas. Tropical North Queensland is a blend of natural beauty and man-made comfort."

The Melbourne to Cairns service was introduced by Tiger in September and has added an additional 1260 weekly seats into Cairns.

Tiger airfares between the two cities are the lowest in the market, but so too is Tiger's punctuality hovering around the 70% mark.

Tourism Port Douglas and Daintree's executive officer, Doug Ryan, said the introduction of Tiger flights have seen a different kind of traveller come to the area.

"(Passenger) loadings on Tiger are roughly 89%, and part of the discussion with Tourism Tropical North Queensland is that the reporting back from accommodation isn't showing that. So where are these people going?

"We do know that 30% of people have no accommodation plans before they land. They're a different style of visitor," he said.

Mr Ryan also pointed to a change in way people are holidaying.

"Some people are coming up from Melbourne for a weekend, especially at this time of year. People's stressful lifestyle is having an effect, they just want to unwind.

"There is no doubt tourism attractions are certainly worse off," he said. "50% (of tourists) are repeat visitors to Port Douglas and are less likely to do tours."

Mr Ryan encouraged operators to undertake a SWOT analysis of their business to adapt to the change in holiday style.