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29 April, 2021

MORE HOLIDAY DOLLARS FOR CAIRNS

THE Queensland Government and Tourism Tropical North Queensland will offer additional tourism vouchers to 5000 tourists in the Far North in coming weeks as part of an extension of the region’s successful Cairns Holiday Dollars program.

By Peter McCullagh

Member for Cairns, Michael Healy, Katherine Cutler Senior Manager Entrada and Marl Olsen, CEO TTNQ

Tourism Minister Stirling Hinchliffe said the move was a concentrated push to support tourism operators over the shoulder season.

“Supporting our tourism industry to rebuild and recover from the pandemic is an important part of our economic recovery plan,” Minister Hinchliffe said.


KEY POINTS:

  • An additional 5000 '$200 experience vouchers' will be offered
  • Visitors already on the ground in FNQ will be targeted using Facebook to register for a voucher
  • The 'Experience Vouchers' has encouraged visitors to Cairns to try different ways to enjoy our World Heritage areas
  •  Vouchers would be offered to tourists between 4 May and 25 June 20    


Tourism Minister Stirling Hinchliffe said the move was a concentrated push to support tourism operators over the shoulder season.

“Supporting our tourism industry to rebuild and recover from the pandemic is an important part of our economic recovery plan,” Minister Hinchliffe said.

“We’ve seen how well this campaign has supported Cairns tourism businesses so far and we want to keep that visitor spending flowing in the local economy.

“That’s why we’ll distribute 5000 vouchers worth $200 each to people already on holidays in the region using Facebook’s audience targeting tools.

“When we launched this campaign; we expected it would deliver at least $1 for tourism businesses for every $1 of government investment – but what we’ve actually seen so far is for every $1 of government investment, $3 is flowing to operators, providing a significant boost right across the visitor economy.

“We want to keep stimulating that spend and supporting businesses across the region.”

Mr Hinchliffe said the instant vouchers would be offered to tourists between 4 May and 25 June 2021.

“Based on experiences in other states, when we launched this pilot campaign, we knew there would be a number of vouchers that would not be redeemed,’ Mr Hinchliffe said.

“This will ensure these vouchers don’t go to waste and support tourism operators through what is traditionally a quiet time of year for the industry.”

Assistant Tourism Minister and Member for Cairns Michael Healy said the 5000 vouchers would be distributed using Facebook’s audience targeting tools to serve people already in the region.

“This will deliver an immediate shot in the arm for tourism operators – supporting local jobs at a time we need it most,” he said.

“Our vouchers initiative was designed to generate bookings for operators doing it tough throughout Cairns and the Far North. That’s exactly what it’s achieved.

“Today’s announcement will give thousands of tourists an opportunity to explore this beautiful part of the world.

“They can then use the voucher immediately for up to 50 per cent off tourism experiences, up to a value of $200.

“With the huge success of the vouchers in this region so far, we want to boost the visitor spend flowing into the local economy in the period leading up to the next school holidays.

“People who already have vouchers from the original draw will still be able to redeem their voucher if they haven’t already.”

Mr Healy said tourism businesses in the region were providing glowing feedback about the campaign.

“Cairns Holiday Dollars has really provided a strong sense of positivity for the region and tourism operators have seen real outcomes from this initiative,” he said.

“By targeting people already in the region, we hope to see very strong redemption rates and more visitor spending flowing throughout the region.”

Katherine Cutler, Senior Sales Manager with Entrada has experienced a great response from locals supporting Spirit of Cairns.

“Locals have supported us, they have redeemed the vouchers and supported the Spirit of Cairns Dinner Cruises.”

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said the Cairns Holiday Dollars had turned the spotlight on the region’s world-class experiences.

“The feedback from operators has been great as it has not only brought them increased business, it has changed the way Australians want to holiday in the Cairns and Great Barrier Reef region,” he said.

“The incentive of receiving $200 to spend on an experience has encouraged Australians to try different ways of enjoying our World Heritage areas.

“Great Barrier Reef trips have been the most popular, but we have also seen strong bookings for rainforest trips, dinner cruises, hot air ballooning and wildlife parks.”



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