The Palaszczuk Government has today fast-tracked a million-dollar package of Cairns marketing campaigns to support businesses suffering as a result of the recent coronavirus outbreak.
Tourism Industry Development Minister Kate Jones said three new international campaigns would kick off this month, focusing heavily on the US and UK markets.
“Cairns tourism operators need all the help they can get at the moment,” Ms Jones said.
“Far North Queensland will be one of the regions hit the hardest by coronavirus. That’s why we’re investing millions of dollars in marketing to bring more American and British tourists to Cairns.
“These campaigns are about driving visitors and stimulating economic recovery at a time when it is badly needed.”
Ms Jones said in the US, Far North Queensland’s second largest international market, two campaigns would showcase the very best of the region to American travellers.
“The first – a dedicated dive campaign – links into valuable partner networks to promote scuba diving holidays on the Great Barrier Reef,” she said.
“Another campaign, kicking off next Monday, in partnership with specialist travel wholesaler Down Under Answers and Tourism Tropical North Queensland, aims to generate bookings that will bring more than $1.25 million in overnight visitor expenditure in the TNQ region.
“Through the company’s network of travel agents, increasing length of stay in the region is a strong focus, encouraging tourists to discover more of the tourism experiences on offer.
“In the UK, a TNQ-specific campaign will target travellers already planning a Queensland holiday to generate accommodation and tour bookings for TNQ operators, maximising economic returns for the local tourism industry.”
Member for Cairns Michael Healy said the campaigns fast-tracked today would provide relief to Far North Queensland tourism operators doing it tough.
“Cairns is an established and recognised destination, well-known for having world class experiences in these markets. These campaigns will make sure we’re putting our best foot forward, to generate bookings in the lead-up to Easter,” he said.
“Tourism means jobs for Cairns. We want to keep these jobs in Cairns and support tourism businesses to prosper in Far North Queensland.
Today’s announcement will complement initiatives already under way to promote Far North Queensland including a major Great Barrier Reef campaign in Europe, retail activities in Singapore, Indonesia, Japan and India and a campaign launching this Friday in partnership with SilkAir India focused on Cairns and Great Barrier Reef experiences.
Today’s announcement comes also comes after the Palaszczuk Government last week actioned a $2 million tourism campaign to deliver an immediate shot-in-the-arm for the industry following the emergence of the coronavirus threat.
