Different messaging for selling Cairns to students
Studying accounting and financial management at JCU
The quality of education here is much better than back home.
That’s why I decided to transfer — to further expand my knowledge and get experience outside PNG.
THE CQUniversity Centre for Tourism and Regional Opportunities (CTRO) has gathered some interesting tourism research data through five years of airport surveys. A free workshop on these findings will be presented in the coming months.
For all the synergies between tourism and international education, there are also differences.
When building awareness of a study destination, there are differences in market segments which require different messaging.
Looking to study nutrition
I’ve got a job up here at Marlin Coast Swimming and Fitness. I was born on Thursday Island but my family moved over here to the Mirriwinni-Babinda area. Currently, I’m finishing my personal training qualification and now I want to start my nutrition course either at JCU or another uni. I’m having a look at what’s available, but I want it to be in Cairns, 100 per cent.
The tourism message around holidays, fun and adventure activities can often be counter-productive to the international student market.
An international education experience is a major investment, so the decision about where and what to study is extremely significant to students and their families.
Words used in traditional tourism messages are generally not words prospective students associate with a “serious” study destination.
CTRO researchers found that when selecting a host university, prospective students consider aspects of the host city, i.e. cost of living, cost of tuition fees, availability of affordable accommodation in the host city, availability of part-time work opportunities, social facilities, and whether
The money would come via either an increase in base funding from the Queensland Government or by imposing a 2.5 per cent levy on all overnight visitors staying in the city’s accommodation businesses.
But a spokesman for Tourism Minister Kate Jones said the MP had not been approached on the matter prior to the announcement.
The minister is one of 40 the host city is a gateway to other destinations in Australia.
There is also a need for a co-ordinated approach to the promotion of Cairns as a liveable city.
It is no coincidence that Melbourne has thrived as one of the most sought-after international education destinations in Australia – having received top billing from EIU’s world’s most liveable city
Opposition tourism spokesman David Crisafulli preferred to steer clear of commenting on the matter, except to praise the convoy as an “excellent initiative”.
“It is clearly at the right time,” he said.
“When I read stories coming from out-of-touch ministers about how strong the local economy is going, you know that the convoy is the wake-up call that the State Government needs.” 2011-17 and taking second place 2018-19.
International students do their homework before choosing a study destination.
For Cairns to become a serious education city, the community first needs to understand and welcome the many significant benefits that can come from a thriving international education sector.