AusLeisure

David Anderson, Chief Executive at Australia’s largest experience network, Big Red Group, says that tourism and experience operators will need sustained, long-term support to fully recover from the impacts of ex-Cyclone Alfred.

Experience bookings dropped by 95% in the Gold Coast from 3rd to 9th March 2025, with the fallout continuing. While the worst of ex-Cyclone Alfred may have passed, Queensland and northern New South Wales residents and businesses alike are still picking up the pieces in its wake.

In response, the Federal Government has announced it will implement The Disaster Recovery Allowance (DRA) - a short-term income support payment to assist people who have been significantly impacted by the disaster and lost income as a result.

While this is a welcomed initiative for many businesses doing it tough, Anderson notes "the impact of ex-Cyclone Alfred has been a stark reminder of the challenges that extreme weather can present for the tourism and experiences industry. For the second time in just over a year, Queensland tourism operators have been hit hard by natural disasters - with the effects this time reaching as far as northern NSW.

"While the announcement of the Disaster Recovery Allowance is a welcome step in supporting those directly impacted, it’s clear that tourism and experience operators – many of whom are the economic pillars of these regions – will need sustained, long-term support to fully recover.

"Tourism is vital to these communities, yet the extreme weather has resulted in a dramatic 95% drop in experience bookings over the past week in the Gold Coast alone. With ongoing severe weather warnings, the fallout will be felt for months to come, affecting not just operators but the entire local economy who rely on consistent visitor numbers. Without targeted recovery initiatives, many will struggle to get back on their feet.

“While we’ve seen time and time again how these operators adapt in the face of adversity - we continue to urge government and industry leaders to prioritise tourism recovery efforts to ensure affected operators receive the necessary support and help affected communities get back on their feet.

“Whether it’s through marketing initiatives to re-attract visitors, infrastructure investment, or financial assistance - it is crucial investments are made in these incredible destinations to help them return to normalcy as soon as it is safe to do so. With the right measures in place and ongoing collaboration between government and operator stakeholders, tourism in the regions hit hard can emerge stronger than before."

Australian owned, Big Red Group operates an industry-leading platform, enabling the wholesale distribution of experiences through domestic and international partners, powering its renowned domestic marketplace brands RedBalloon, Adrenaline, Experience Oz, and Everything NZ - as well as a suite of products and services to support experience operators grow their businesses.

More information on Big Red Group 

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