Page 26 - Tropic Magazine Issue 27

TROPIC • TOURISM

Tourism turnover

SUMMER 2020
Tourism businesses have
struggled through this
extraordinary year, but with
the Tropical North’s trademark
glass-half-full attitude,
Tropic anticipates a stable
summer season ahead.

Words: Brooke Cooper

2020 has been a year no one could have
predicted, and it’s wreaked havoc on our
standard tourism strategies.
Since the Queensland borders slammed
shut in late March, local tourism
operators have had to navigate ever- Aviation renewal
changing restrictions and directives like On the back of a $55 million upgrade to
never before. the city’s domestic terminal and a new
But although the future is uncertain, the CEO, Richard Barker, heading North
fortitude and innovation of our tourism Queensland Airports, Cairns is
industry is not. more than ready to receive more 1
The Tropic team has taken a look at the domestic tourists.
new initiatives keeping our tourism The developments coincide with Domestic redirection
sector moving this season. the Queensland Government’s Director of Cairns Adventure Group
Aviation Recovery Fund – designed Roderic Rees has shifted his business
Council funding to recommence domestic flights and models to accommodate for
boost interstate travel.
Cairns Regional Council recently signed This has already supported 19 weekly travel restrictions.
He’s recently welcomed two new
a $16.5 million five-year funding return flights between the Gold Coast sales and marketing executives to the
agreement with Tourism Tropical North and Cairns – almost double what was
Queensland (TTNQ). available in 2019 – and two weekly company – Peta Zietsch and Tim Hu – in
a proactive step to get ahead of the game
Cairns Mayor Bob Manning said the return flights from both the Sunshine
Council and TTNQ are working together Coast and Canberra. in the post-coronavirus market.
The appointments signal the local
to see sustainable growth in the company’s faith in post-pandemic
tourism sector.
“This five-year agreement will give Holiday at home tourism and a domestic market Roderic
describes as “innately adventurous”.
TTNQ and the tourism industry as a As the international market will be
whole greater certainty and the ability to shut for some time and the interstate “When international tourism does
eventually open up, we will have invested
strengthen our economy as we plot our market remains largely unpredictable, the time to promote the region,” he said.
path to recovery,” Cr Manning said. our tourism industry strongly relies on
TTNQ CEO Mark Olsen said every dollar other Queenslanders – and the latest “Far North Queensland will be up
against all tourism destinations on the
invested by Council generates $100 in stats show we’re supporting locals like
visitor expenditure. never before. planet, and we’re getting ready to be at
the top of that list.
“(The agreement) comes at a critical Tourism Research Australia data “We’ve also put more into domestic
time, giving the industry a solid base suggests key sections of Queensland’s
to establish new markets that the tourism industry have fared the best in marketing for our white water rafting
and tubing than ever before, and
destination will need for growth over the Australia amid the pandemic.
next decade,” he said. With would-be jetsetters no longer we hope to see a big upswing when
southerners can return.
“TTNQ will now have the certainty needed able to head overseas, nearly a “Word of mouth has a big influence
to build long-term trade and market third more Queenslanders have
relationships, to pivot our marketing been holidaying in their home state on the domestic market, so we’ve been
following up with customers and
efforts more strongly into the domestic compared to last year.
market, and rebuild partnerships as Travellers out exploring their own keeping in contact after their tour to
support that.”
international borders start to come backyard have also been spending
into play.” more – 62 per cent more in fact. 1. Mark Olsen, TTNQ CEO

26 • Tropic • Issue 27