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10 September, 2020

Boost for local tourism promotion

Tourism marketing in the north received a much needed shot in the arm today with the announcement of a long-term funding commitment between Cairns Regional Council and Tourism Tropical North Queensland (TTNQ).

By Peter McCullagh

The $16.5 million five year funding agreement with Cairns Regional Council will enable TTNQ to market aggressively to the domestic tourism sector in the absence of international visitor numbers.

TTNQ Chair Wendy Morris said it was the first time the destination’s peak marketing body had received a long-term funding commitment for the industry that employs one in five people in the Cairns region.

Cairns Mayor Bob Manning said the Council worked in partnership with TTNQ to facilitate sustainable economic growth in the tourism sector. “There’s never been a more important time for funding for our tourism sector,” he said. 

“This five-year agreement will give TTNQ and the tourism industry as a whole greater certainty and the ability to strengthen our economy as we plot our path to recovery.“

Cairns Regional Council’s five-year funding agreement includes $2.9 million for the 2020-21 financial year which will increase to $3.4 million for the subsequent four years.

TTNQ Chief Executive Officer Mark Olsen said the agreement meant a 15 per cent increase year-on-year in core funding as well as additional Council support for events, industry development and aviation.

“It comes at a critical time giving the industry a solid base to establish new markets that the destination will need for growth over the next decade,” he said.

“Australians spend more than $50 billion a year travelling overseas, and they will be investing this money in Australia and TTNQ want to see a lion share of that landing here in Cairns.

“The funding is a significant increase in the level of support for TTNQ’s day-to-day work and emphasises the close working relationship we have with the Mayor, Councillors and Council.

“TTNQ will now have the certainty needed to build long-term trade and market relationships, to pivot our marketing efforts more strongly into the domestic market, and rebuild partnerships as international borders start to come into play.

“We will use this financial support to build visitation, recreate the destination’s flight capacity and reinstate those jobs that are such an important part of the vibrancy of this community.

“With the support of Tourism Australia, Tourism and Events Queensland, and the local industry, TTNQ generates $100 in visitor expenditure for every dollar invested by Council.  

“We do this by working under one consumer-led brand and bringing $4 of partner funds to every $1 invested by Council.”


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