Acquisitions benefit whole tourism sector

THE international marketing power of a fast-growing adventure company is tipped to boost the Far North’s tourism sector as a whole.

The stock exchange-listed Experience Co yesterday announced plans to fork out about $60 million for established local brands Big Cat Green Island Reef Cruises and Tropical Journeys.

The two acquisitions will take its Far North spending spree since late last year to well over $100 million.

Association of Marine Park Tourism Operators chief executive, Col McKenzie, welcomed the latest play by Experience Co, which in recent times has also snapped up Raging Thunder Adventures, Reef Magic Cruises and GBR Helicopters.

“With a whole stack of small players in the market, it can be hard to get the quantum you need for good international marketing,” he said.

“Experience Co is such a large and dynamic organisation … they will spend a lot of dollars on promoting the Cairns region, and I think that will bring a flow-on effect for the other operators.”

It has been a rollercoaster few months for Experience Co, which until recently was known as Skydive the Beach.

In October, the company announced the $20 million takeover of GBR Helicopters, but just days later was in crisis mode following the deaths of three Beach.

Skydiving activities at Mission Beach have since resumed, with a preliminary skydivers at Mission report by the Australian Parachute Federation finding “no contributing factors” in terms of equipment of operation processes.

Set to be finalised over coming weeks, the deals announced yesterday herald Experience Co’s entry to the Port Douglas market.

Chief executive Anthony Ritter said the acquisitions will help them bring more worldclass experiences to domestic and international customers.