Trends in tourism

Port Douglas & Mossman Gazette - - BUSINESS - AN­GELIQUE PAT­TER­SON

A RE­CENT in­dus­try brief­ing by Tourism Queens­land dis­cussed trends and is­sues of in­ter­na­tional tourism mar­kets, with down­falls across sev­eral mar­kets.

The con­fer­ence was held in Cairns on Mon­day and di­rec­tor for the trop­ics and Great Bar­rier Reef Jeff Gil­lies ex­plained eco­nomic fac­tors as the rea­son for the down­fall.

“In the western mar­kets, which in­clude New Zealand and broader Europe, UK and USA, we’re see­ing some slow down in per­for­mance,” he said.

“It fluc­tu­ates across the mar­ket with down­falls from 3 per cent to 15 per cent and the pre­dom­i­nant rea­son is state of economies in those in­ter­na­tional mar­kets, there’s an eco­nomic re­ces­sion cut­ting deep across the UK.

“The USA mar­ket is show­ing some signs of pos­i­tiv­ity, even though it’s still down it’s not a greater de­gree than what it has been.

“The New Zealand mar­ket ob­vi­ously has been af­fected by their nat­u­ral dis­as­ters but there is some growth in the re­gion and that comes from an in­creased flight ca­pac­ity.”

Both the Ja­panese and Chi­nese mar­kets have shown growth, but these vis­i­tors tend to spend much less time in the Dou­glas re­gion than tourists from the western mar­kets.

In the do­mes­tic mar­ket, Tourism Queens­land has just launched an­other ma­jor mar­ket­ing cam­paign called Vi­ta­min Me, de­signed to tar­get cap­i­tal cities.

“It’s a cheeky po­si­tion around the dis­cov­ery of a fan­tas­tic new re­source called vi­ta­min me, con­nected to in­dulging your­self re­ward­ing your­self and tak­ing a Queens­land break to recharge,” Mr Gil­lies said.

“The cam­paign will run over nine months with a strong fo­cus on trop­i­cal North Queens­land and will lead into book­ing for win­ter pe­riod.”

On the back of suc­cess­ful in­ter­na­tional cam­paigns “Best Job in the World” and “Mil­lion Dol­lar Memo”, Tourism Queens­land is now fo­cussing on sell­ing Queens­land to the many in­ter­na­tional mar­kets.

“We’ve cre­ated aware­ness through the live events for in­cen­tive busi­ness and now are ba­si­cally go­ing into a sales pe­riod,” Mr Gil­lies said.

“What that means is if you look at www.queens­land­in­cen­tives., it is set up to sell in­cen­tive ex­pe­ri­ences and Queens­land op­er­a­tors should make sure they have good itin­er­ar­ies and pres­ence on that web­site to take full ad­van­tage.”

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