Page 27 - Tropic Magazine Issue 21

TROPIC • TOURISM

Meet Mark Olsen

HEAD VIKING
Tropic meets the new boss of
TTNQ for an insight into his
vision for the organisation.

Words: Renee Cluff
Barrier Reef operates independently and
TTNQ CEO Mark Olsen is big on the interconnectedly and we need to tell
Viking clap, which he uses as an analogy each story.” been working really closely with new
for what he believes is the greatest Cultural tourism is also clearly a priority Aboriginal and Torres Strait
priority to sell the region: a unified Mr Olsen speaks passionately about. “A Islander-owned enterprises to help
approach. “We do the Viking clap where guide is a guide but a guide with 40,000 them preserve and present their
we harmonise the story that we tell to to 60,000 years of connection to place culture in the way that they can see is
the world and we amplify that story by just changes the way you view that the most appropriate and that’s been
working together,” he said. “It’s been a experience,” he said. “Our organisation’s a real inspiration.”
tough year, there’s no doubt about it,
but I’ve been welcomed with open arms The big issues according to Mark
and had tough conversations about not
only the role TTNQ can play but how the
industry is looking more broadly to unify 1
and gain back the market share that Proposed visitor levy to fund destination promotion
we’ve lost.” “More investment is needed. For us that begins with the industry so, more industry
The sales pitch is threefold. Not only participating and harmonising that Viking clap. Plus of course, working closely with
is the focus on the beauty of the Reef Cairns Regional Council on looking at the best model that suits this region to increase
and rainforest, but also personalised the available funds.”
experiences that provide real connections.
“It’s more than just a beautiful place, 2
it’s the connection that you make to
that place through these amazingly The newly-formed Cairns Tourism Industry Association
talented people, our reef and rainforest “We’ve met with members of the group and really embrace their passion and
guides, our indigenous partners and enthusiasm. But as we’re holding or losing market share, having messages running
then knowing that your trip makes a cross-purpose makes no sense, we have to be on message together. We’ve also got
difference,” Mr Olsen said. “They can leave to put our money together, there’s no sense going to the same markets with parallel
behind a legacy of strong culture, strong messaging.”
community and a strong environment. If
the visitor is satisfied, they will amplify 3 4
our story. 67% of product and destination Destination Direct international
choice is word of mouth so our customers
sharing their story is more impactful than branding flights
anything we can do.” “We’ve been Cairns “We will continue to chase
When asked about how to combat the and Great Barrier Reef and build the case that
message that the Great Barrier Reef is in the international the first port of arrival
dead, Mr Olsen used another analogy. market for 24 years. in Australia should be
He compared the Reef with Italy, not In the domestic Cairns. We’ve got more
only because of the size similarity but market it’s a mix of direct flights and more
also the diversity. “The Reef’s ecosystems the location names seat capacity between
are all interconnected but like in Italy as well as Tropical Cairns and the Red Centre
the north is not the same as the south,” North Queensland. than any other Australian
Australians know the
destination, so it fits into
he said. “They’re all still Italians but each places by name, they that itinerary of the
with their own unique language and know Port Douglas and Reef, the Rock and the
culture and story so each part of the Mission Beach.” Opera House.”

27 • tropicnow.com.au