Port Douglas & Mossman Gazette - - TOURISM TALK -

EACH Satur­day the Week­end Aus­tralian news­pa­per is wait­ing on the front lawn be­fore break­fast and re­cently it was very im­pres­sive to see in­cluded an in­sert Dis­cover Par­adise - 32 pages of good news about the Port Dou­glas Dain­tree area.

It was chock full of use­ful in­for­ma­tion to ex­cite po­ten­tial vis­i­tors and to help them plan a visit.

One fea­ture that was very im­pres­sive was the dis­play of Tourism Port Dou­glas Dain­tree’s web­site URL at an eas­ily found lo­ca­tion of the top of each page.

What was also im­pres­sive is that TPDD works to meet two si­mul­ta­ne­ous ob­jec­tives very suc­cess­fully - to en­thuse vis­i­tors to come to your des­ti­na­tion and to cap­ture busi­ness for tourism busi­nesses.

There are far too few re­gional des­ti­na­tion mar­ket­ing or­gan­i­sa­tions around Aus­tralia which think they are only there to carry out the first ob­jec­tive.

Des­ti­na­tion mar­ket­ing is re­ally more about ob­jec­tive two. If that is suc­cess­ful, ob­jec­tive one just hap­pens.

What many peo­ple who re­side in re­gional Aus­tralia do not re­alise is that in many in­stances vis­i­tor num­bers are down be­cause do­mes­tic des­ti­na­tions are nowhere near as ac­tive as they need to be in ma­jor mar­kets like Mel­bourne, Sydney and Bris­bane the main sources of most vis­i­tors for do­mes­tic tourism.

But the big chal­lenge today is to achieve “top of mind” as­so­ci­a­tion for your des­ti­na­tion with south­ern cus­tomers if they are go­ing to be en­thused enough to visit.

Ev­ery­one in Port Dou­glas would know about lovely hol­i­days in Bate­mans Bay, per­haps the Great Ocean Road or per­haps a cruise to NZ on Princess Cruises.

Ev­ery­one in your area would know they are there and feel that one day they would like to visit such places.

But what gets most cus­tomers en­thused and de­cide to go now not some time in the fu­ture?

A mes­sage from Bate­mans Bay, Great Ocean Road or Princess Cruises that cuts through the din of com­pe­ti­tion for their very com­pet­i­tive mar­ket which sparks that de­sire to go.

Some­how the old days of pri­vate sec­tor drive and pro­fes­sion­al­ism need to come back and Tourism Queens­land needs to go back into its sup­port­ing mar­ket to get us to hol­i­day in our own back­yard,” he said.

“It’s a mat­ter of link­ing in with those im­ages and lev­er­ing off of Tourism Queens­land’s web­sites, all in­dus­tries should be in there mak­ing sure they im­agery on the web­sites and are post­ing on the Tourism Aus­tralia Face­book site.

“We need to make sure our names Port Dou­glas and Dain­tree are up there con­tin­u­ously in those dif­fer­ent ex­cerpts, par­tic­u­larly Face­book - they have three-mil­lion fans.

“Noth­ing Like Aus­tralia has gone back to the iconic things with kan­ga­roos, koalas and the Sydney Har­bour Bridge and of course the GBR and rain­for­est are key things and that’s what Aus­tralia is renowned for.” role and leave it to the likes of TPDD to join with oth­ers in the re­gion to build tar­geted mar­ket­ing pro­grams.

You have an ad­van­tage. You have a dor­mant and very favourable mar­ket dis­po­si­tion for your des­ti­na­tion with many mar­ket sec­tors. Your col­lat­eral is ex­cel­lent and your web­site is very well po­si­tioned to cap­ture more busi­ness.

You have the Dis­cover Par­adise pro­mo­tional piece, the TPDD web­site and the down­load­able brochure which are all on tar­get with ex­cit­ing im­ages and emo­tive text which is de­signed to ex­cite the read­ers, not just pro­mote the des­ti­na­tion and pro­vides good in­for­ma­tion for itin­er­ary plan­ning.

One of the traps so many in re­gional tourism fall into is they think they have to pro­mote the prod­uct.

Mod­ern mar­keters in ev­ery field will con­firm that mar­ket­ing is about sell­ing the ben­e­fits cus­tomers want to buy.

In tourism that is ex­pe­ri­ences, en­joy­ment, ad­ven­ture, ro­mance, in­ter­est­ing ac­tiv­i­ties, re­lax­ation, fun and happy mem­o­ries.

Your mar­ket com­mu­ni­ca­tion meth­ods ad­dress this need. Con­grat­u­la­tions.

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