by Mat Churchill

With the bitterly cold weather of Europe now only a memory, director of Poseidon, owner of Sailaway, and representative on Tourism Queensland's 'Queensland on Tour', Steve Edmondson talked with The Newsport on all things tourism.

The purpose of ‘Queensland on Tour’ was to provide tourism operators and businesses the opportunity to meet face-to-face with around 300 travel wholesalers, travel agents, reservations staff and the media to promote their products and experiences.

Mr Edmondson said the tour promoted Australia as much as any individual location or product.

"Port Douglas specifically gets a push but not at the expense of other areas," he said. "The first thing to realise is we're talking about Australia."

"We need to give people an emotional reason to come," he said, and added that potential visitors shouldn't focus on the value of the Australian dollar, but see their holiday as an escape from their everyday lives.

When quizzed on whether agents and wholesalers or social media is a more effective marketing tool, Mr Edmondson said "I think it's essential to do both. There's no more trust than (hearing) from the person."

He said that agents still play an important role in the industry, particularly when it comes to long haul travel where customers are making a large investment.

"Agents do a lot of work for their commission. To support that effort a trip like we've done is a show of support and good will and keeps the momentum going."

Mr Edmondson said developing relationships with the agents and wholesalers is key. "It's high level diplomacy and personal relationship building. Confidence in the product comes from strong relationships."

When the conversation turned to the best way to market our region during the wet season, Mr Edmondson saw social media as an effective tool and to move our focus from the traditional seasons.

"We need to focus on the facts of the wet season," he said referring to the cheaper accommodation available in town, the amazing lush rainforests, in many cases cheaper airfares and that variable weather occurs everywhere in the world. 

"Let's not get bogged down on 'that's the time to do it'," he said.

Mr Edmondson said businesses who "are marketing hard and can see big picture" in terms of promoting the area will succeed. "It's not just about business, it's a passion. Just do the best job we can," he said.