Tourism group targets solid backpacker trade
AN influx of big players to the Far North adventure tourism market has prompted a band of industry dynamos to revitalise an advocate group focused on the backpacker segment.
Last week about 50 adventure tourism operators who service the youth market met in Cairns to discuss their concerns about the industry.
As a result, Adventure Cairns was reactivated in a bid to win back market share lost through greater competition and improved access and value to alternative adventure destinations such as South America, Africa and Asia.
PhlipVids founder Phil Warring said the backpacker and youth adventure market had declined over the past five years and the group planned to hold a number of events this year to bring awareness to the importance of operators in the space.
He said members aimed to put the destination of Cairns and Tropical North Queensland first in all its activities and to re-position Cairns as the number one youth adventure destination in Australia.
The key objective and opportunity in 2019 is to leverage from the government’s relaxing of its working holiday visa restrictions to allow visa holders to stay longer; up to 3 years from July 2019, if they complete six months work in a regional area.
“We want Cairns to be that regional area where backpackers choose to both work and play,” Mr Warring said.
“The youth market is the most engaged demographic with social media so we need to do a lot more work in that space to get the kids here.”
Uncle Brian’s Tours owner Paul Harris said the group was also a chance to boost the reputation of work in the tourism sector.
“It is OK to have a career in this industry, it’s OK to be a bus driver or a tour guide – it will take you all over the world and the skills it provides will allow you to talk to anyone, anywhere,” he said.
Down Under Cruise and Dive Group marketing manager Marcus Brady said operators had noticed not only a decline in the number of visitors, but also their length of stay and expenditure in the region.
“The youth group spends more time in a regional area than any other,” he said.
“If they spend more time, they’ll spend more money on accommodation, food, travel.
“They often take trips to the Outback, the Tablelands, the Daintree and spend far longer here than the average threenight stay.”
He said Adventure Cairns would also provide an opportunity for mentoring for newcomers to the industry.
Find Adventure Cairns on Facebook for more information.