Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…read more
Cairns tourism industry leaders call for changes to marketing of Far North Queensland
Executives from some of Cairns’ leading tourism attractions have been reported as being highly critical of state and national tourism bodies for their “dumb” strategy for promoting the region.
As reported by The Cairns Post, Skyrail Managing Director Ken Chapman claims Tourism and Events Queensland and Tourism Australia have turned their back on the Far North as the Great Barrier Reef was incorrectly savaged internationally as being “half dead”.
He said they had also shifted their focus from destination marketing to experiences and this was a mistake.
Chapman told The Cairns Post “the very big problem that we are facing is the untrue bad press about the Great Barrier Reef.
“We’ve even got travel shows saying half the Great Barrier Reef is dead, which is just untrue.
“The response from Tourism and Events Queensland and Tourism Australia was really to stop marketing Cairns and the Whitsundays so that has compounded the problem hugely.”
Chapman said the tourism agencies had instead promoted areas on the southern end of the reef, which had seen a small increase in tourists to cities such as Bundaberg, adding “all that has done has hurt Cairns where the (tourist) numbers are big to advantage a small place.”
His comments come at a time when of domestic and international economic uncertainty in Far North Queensland.
Quicksilver Group Managing Director Tony Baker echoed his remarks and said despite the reef enjoying two seasons of rejuvenation the negative messaging continued.
Baker advised “there needs to be more emphasis placed on (the recovery of the Great Barrier Reef).
“And this focus on all of Queensland and experience-based activity as opposed to a destination focus does not appear to be working for us at all.”
CaPTA Group Director Pip Woodward said there appeared to have been a move away from promoting Cairns and the reef, which should be front and centre.
Woodward advised “as a result of not marketing the Great Barrier Reef we’ve probably lost our market share.
“We’ve got to promote the destination and the destination is Cairns. At the end of the day people fly into Cairns.”
In response, Tourism and Events Queensland Group Executive Corporate Affairs Megan Saunders said their marketing approach was based on “extensive research” and because consumers now want immersive experiences.
Saunders told The Cairns Post “promoting the world-class experiences on offer in Cairns and Tropical North Queensland is the most effective way to convince today’s traveller to book a holiday to the region.
“We recognise the importance of Tropical North Queensland as a tourism destination in our marketing approach and invest heavily in promoting the region.
“Tropical North Queensland holds just over 14% of total overnight visitor expenditure in the state and has about 40% of the market voice in both our domestic and international activity.”
Images: Cairns from the air (top) and Quicksilver on the Great Barrier Reef (below).
23rd June 2018 - IRONMAN to be staged in Cairns for five more years
3rd April 2018 - 3D technology showcases the Great Barrier Reef
8th October 2016 - Visits to the Great Barrier Reef an example of ‘last chance tourism’
27th July 2016 - Quicksilver to expand north Queensland fleet
9th March 2015 - Cairns Convention Centre adds $91 million into FNQ economy
24th June 2014 - Queensland Government funds to boost regional tourism
20th July 2009 - Heavyweights to join Tourism Queensland Board
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Mattioli provides award winning painting, flooring and waterproofing services to the aquatics and recreation sector. We’re recognised as the leading contractor in the industry with award-winning…read more
Track. Engage. Retain GreeneDesk is a suite of cloud based software solutions helping health clubs, leisure centres and swim schools to effectively track progression, improve customer engagement and…read more
Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…read more
Myzone is the industry’s leading wearable technology solution. Myzone’s wearable products show and reward effort when you work out. It displays accurate real-time heart rate, calories, and…read more
Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…read more
Rhinoplay offers playground equipment in Australia that is safe, durable, and most importantly fun! We specialise in creating unique indoor playgrounds for play centres and outdoor playgrounds for…read more
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!