Selling FNQ to fellow Aussies

OUR multibillion-dollar tourism industry has had it tough in the last 18 months.

Plus in the first half of 2019 we have had to contend with international economic jitters, an extended wet season, a poor Chinese New Year, a Federal Election, pessimistic messaging about the Great Barrier Reef and the flow-on effect from Townsville’s horror floods.

International tourists are the icing on the cake, but the bread and butter are the Aussies who holiday here.

The Palaszczuk government came to the party earlier this year with $1 million for a domestic marketing blitz and now has backed that up with a further $1m plus a $1m reallocation from Cairns Regional Council.

The result is a $2.8m year-round promotion until June, 2020, targeting Sydney and Melbourne with Brisbane a secondary market.

It is aiming for high-value travellers in the three capitals, as well as the intrastate drive market to encourage travel during the quieter months from January to June next year.

The bulk of the funding will be invested in trade and airline marketing with the remainder on the creative development of brand assets, a digital campaign, drive campaign and public relations.

Domestic high-value travellers include families and couples who spend more than $2000 per trip and book leisure experiences.

The Far North is an ideal holiday destination for Aussies. We speak the same language and understand the lingo, we have great accommodation, dining and shopping choices, two World Heritage areas, heaps to do for young and old, which include free as well as paid activities.

So tell your mates down south. Nick Dalton Deputy editor