Tourism leaders change tactics

AS WITH ANY CRISIS, PRIORITIES SHIFT RAPIDLY, AND SO TTNQ IS FOCUSING ITS ENERGY ON WHERE WE CAN HAVE THE MOST IMPACT. TTNQ CEO MARK OLSEN

A CHANGE in marketing strategy has been the key to boosting visitor numbers for the region’s tourism industry, which was predicted to lose more than 1000 jobs and $25 million per month at the start of February, due to coronavirus.

More than $40 million in government and private funding has helped market the region to new audiences and Tourism Tropical North Queensland chief executive Mark Olsen said this meant positive news for local tour operators.

He said he was still predicting a $300 million hit to the region’s economy between January and the end of this month due to coronavirus and bushfires.

“Despite this, we are starting to hear some positive stories from some operators around the domestic market activity and bookings for Easter,” he said. “For example, the live-aboards showcasing the best dive locations on the Great Barrier Reef are experiencing very few cancellations from international visitors who plan their holiday more than a year in advance.”

He said marketing campaigns were on hold in China and TTNQ was working with other advocacy agencies to attract new demographics, including Japanese, to the region.

“We are working with Tourism Australia and Tourism and Events Queensland to ensure that Cairns and the Great Barrier Reef region feature in the upcoming domestic and international campaigns,” he said.

“As with any crisis, priorities shift rapidly, and so TTNQ is focusing its energy on where we can have the most impact on regaining tourism business for our destination, primarily the domestic market including (visiting friends and family).”