18 March 2008
|
|
The Latest News - Important Upcoming Events - Excellent Marketing Opportunities - Behind the Scenes |
FROM THE CEO'S DESK
The challenges ahead of us this year are even more evident with the release of the International Visitors Survey and the National Visitor Survey. Our IVS analysis is now available for you online to be followed soon by the NVS analysis.
As most of you will be aware there was around two percent decline in the number of international holiday visitors coming here during 2007 and a 1.3 per cent drop in domestic holiday visitors. This was tempered by a strong increase in visitor nights for both domestic and international visitors.
Given the current global economic influences the decline in total visitors numbers are possibly a better result than what could have been expected. Perhaps the most concerning and disappointing in the IVS is the decline of 11 per cent in visitors from the United Kingdom. We understand that the Ashes Tests will have contributed to stronger visitor numbers in the previous year. We are well aware that our limited air capacity, the strong Aussie dollar and possibly a growing disinclination for long haul travel are all impacting on our destination and we must harness all our resources to counter this. The timing is right for us to consult with the market in the marketplace again. I can assure you that on our upcoming mission to the UK and Europe we will be working to maximum capacity to deliver the strongest possible message in these markets.
Our upside continues to be our emerging markets with visitor numbers from the burgeoning market of China doubling in the past year to 50,000, which means it now represents our fourth largest international market. And there is plenty of blue sky here particularly if we can secure regular direct air services. A number of key marketing activities will see TTNQ team members and industry in the market place over the next month to continue our aggressive push to grow business.
On the homefront we have seen stunning growth out of Sydney coupled with a disappointing drop from Melbourne and Brisbane. Overall our domestic holiday market remains consistent. While business and VFR visitors are down, it is somewhat difficult for us to influence these travellers. This time of year signals the beginning of our Change Your Latitude domestic campaign that will encourage Australians to visit our destination. We will continue to face head on the tough challenges thrown up by the high Australian dollar and competitive destinations.
As we face enormous competition from all sides TTNQ and the industry will be pulling out all stops more than ever. It is vital that the whole community rallies its support for this region’s industry. It has been said many times but must be said yet again “Tourism is everybody’s business”. Let’s all ensure that we present and promote Tropical North Queensland at its best on every level, from our customer service, our streetscapes to the protection and enhancement of our natural attractions. These are the elements noted on the visitor score card, the points that make up the take home message and ultimately continue to build our destination’s image and reputation.
While on that note I offer my wholehearted congratulations to the region’s two exemplary operators who achieved Australian Tourism Awards, The Quicksilver Group and Cairns Coconut Caravan Resort as well as our five other finalists, Passions of Paradise, Daintree Discovery Drive, Gab Titui Cultural Centre, The Great Tropical Drive and James Cook University.
Congratulations also to the successful Mayoral candidates and councillors across the region. We look forward to working with you all to ensure that tourism continues to make a major contribution to the Tropical North Queensland economy and lifestyle.
 |
Rob Giason Chief Executive Officer |
 Back to top |
THE LATEST NEWS
BUS & BILLBOARD CAMPAIGN TO LURE SOUTHERNERS
Potential visitors in Sydney, Melbourne and Brisbane are being enticed to visit Tropical North Queensland with a series of bus signage and billboards, part of TTNQ’s Change Your Latitude 08 campaign activities. The campaign commenced on 1 March and in the totally unbiased opinion of TTNQ team members who saw one of the gorgeous reef images glide by on a Brisbane bus recently - they look fantastic! A new image featuring kayaking at beautiful Mission Beach is also one of the campaign highlights.
|
|
DAINTREE TREE PLANTING
It pays to be quick of the mark when opportunities to gain additional marketing mileage present themselves and TTNQ saw just such an opportunity in the Daintree tree planting online campaign. We then worked with Tourism Queensland to develop this idea further and were joined by Port Douglas and Daintree Tourism and the Australian Rainforest Foundation to deliver a cutting edge viral campaign that was not only environmentally focused but also provided a strong destination awareness message to a database of potential TNQ holiday makers. Such was the popularity of the campaign that 2000 trees were allocated to participants in the first 24 hours. This shows just how powerful the environmental message can be and reinforces the need to preserve and promote our natural attributes. To view the site click on the link from www.tropicalaustralia.com.au
|
|
TROPICAL NORTH QUEENSLAND ON SHOW AT AIME
Cairns & Region Convention Bureau, along with 16 Tropical North Queensland operators recently represented the Cairns & Great Barrier Reef region at the 16th Asia-Pacific Incentives & Meetings Expo (AIME) in Melbourne, 19 – 20 February. AIME 2008 had a record breaking attendance this year with over 3,200 buyers and visitors, providing a fantastic opportunity for the region to showcase the range of exciting event experiences available in Tropical North Queensland for organizers of meetings, incentives, conferences, special events and exhibitions.
|
|
GERMAN CAMPAIGNS PICK UP PACE
Two major campaigns are underway in Germany. TTNQ is involved in these activities with partners Tourism Queensland and Qantas. In the first campaign FTI produced 20,000 Queensland brochures, 500 point of sale displays and arranged a special roadshow to eight German cities including an exclusive interview with the German TV station Sonnenklar TV focussing sales efforts on Cairns and the Great Barrier Reef. 30,000 copies of a second Australia flyer include a focus on the Islands of the Great Barrier Reef and special window displays were sent to 500 travel agencies. Meanwhile the rainforest, reef and outback were promoted with a DERTOUR poster series displayed in more then 700 travel agencies and an email-blast to over 35,000 contacts. These activities have also generated a flurry of media coverage including German women’s magazines Das Beste für die Frau, Cosmopolitan and Freizeit Woche, German daily newspaper Mitteldeutsche Zeitung and Der Swiss daily newspaper Der Landbote.
EMERGING MARKETS FAMILS
Tropical North Queensland has been showcased to several agents from our emerging markets of China and India visiting here over the last month. TTNQ has hosted two dinners – one for seven Indian Aussie Specialists at Dundee’s and another for ten Northern China Aussie Specialists at Café China. Many thanks to those TTNQ members who have helped us welcome these agents and provide information on our destination.
|
|
JAPANESE MARKETING ACTIVITIES
TTNQ has successfully conducted Cairns Regional Seminars 2008 in Japan regional cities in February. The mini mission was led by TTNQ, TQ and Jetstar and eight TNQ operators participated. The cities visited were Kagoshima, Kumamoto, Fukuoka, Hiroshima, Kanazawa and Nagoya to promote Cairns & Great Barrier Reef and Jetstar’s Cairns services to agents, wholesalers and retailers in Japan regional cities. The seminars attracted 262 participants in six cities and increased the awareness of Cairns and Jetstar.
TTNQ also participated in JAM 08 with nine operators including national suppliers and Harry and Karen Shaw (CRCB) conducted strategic sales calls to the potential MICE business buyers in Tokyo before the Cairns regional seminars.
|
|
SUCCESSFUL ROUND OF INDUSTRY EVENTS
Special guests at the first TTNQ Networking Function for 2008 were Tourism Queensland international market representatives who were here to present industry briefing workshops. Members of the TTNQ team have also delivered informative presentations to members and had the opportunity to discuss issues in Cairns and Cairns Beaches, the Tablelands, Port Douglas and Cooktown.
|
|
OPPORTUNITY TO GAIN INFORMATION ABOUT YOUR INDUSTRY
Industry Performance Analyser Tool – a system for analysing tourism industry performance
The Industry Performance Analyser Tool or IPAT provides performance analysis of all sectors of the tourism industry that collect data and reports back to individual operators, enabling them to track performance over time, and view and compare their performance against other participating operators and across sectors. TTNQ is able to use this information at a regional level to understand the performance of the industry and to report back at a regional level to participants. In order to encourage better uptake of IPAT in our region TTNQ has appointed Parker Travel Collection. For more information, click here or contact Skye Collie at Parker Travel Collection on 4055 6122.
NEWS FROM THE VIC
Congratulations to the Cairns and Tropical North Visitor Information Centre’s Volunteer of the Month, Kaye Hearity. Kaye’s dedication and willingness to go above and beyond and to do extra shifts is much appreciated, as are her smiling face and caring nature.
|
|
The VIC also welcomes to the team former volunteer Vicki McColm. Vicki is the new Reservations Coordinator, bringing with her an enthusiasm for the travel industry and the knowledge she is gaining through her almost completed Certificate III in International Travel and Tourism course at TNQ TAFE. Her role includes the all important responses to the many online enquiries that come in both via TTNQ’s websites and externally.
|
|
AIRPORT AMBASSADOR OF THE MONTH
Congratulations to Judy Cho, one of the more recent additions to the fantastic Airport Ambassador volunteer team. Judy works full-time but is dedicated enough to give her two days off to the Ambassadors program. She speaks Mandarin, Cantonese, and also finds the time to go to evening classes in Japanese. She is part of the Cairns Chinese New Year committee and has contributed to making this event so prominent this year. Her language skills were a real bonus during the recent Chinese charter arrivals. She was able to answer many questions which otherwise would have remained unanswered due to the language barrier. Judy’s smiling, cheerful and hard-working attitude has certainly been noticed and commended by CPA staff and the Customer Services Officers. So Judy, now that we’ve got you, we can’t do without you! Well Done and Thank You.
|
|
TTNQ WELCOMES NEW MEMBERS
Regional Pacific Airlines Pty Ltd
www.regionalpacific.com.au
Regional Pacific Airlines offers extensive airline services in Queensland including Cairns, Townsville, Mt Isa, Bamaga and around the Torres Strait islands.
Tourism Marketing Services
Tourism Marketing Services is a representation company specialising in Western Hemisphere markets for TNQ based products, accommodation, day tours & special projects.
W.C Kelly Builder & Project Management
WC Kelly Builder & Project Management’s main focus is on commercial construction often in the hospitality industry.
IMPORTANT UPCOMING EVENTS
NEW MEMBER INDUCTION
10:00 – 11:30am Thursday 20 March 2008, TTNQ Boardroom 51 The Esplanade
All new TTNQ members are invited to attend an induction workshop which will include presentations by all key departments to provide information on upcoming activities and events and help you get the most out of your membership. Click here for full details and RSVP form.
A – Z of GOING GREEN SEMINAR
1:00 – 5:00pm 27 March 2008 Rydges Tradewinds Hotel
Meetings Events Australia will hold a Professional Development Seminar titled A-Z of Going Green featuring guest speakers Elizabeth Rich of the Business Events Council of Australia and TTNQ’s John McIntyre. To register phone 07 3286 4977 or Email qld@mea.org.au
GOING GREEN – LEARN, DO & SAVE SEMINAR
2:00 – 4:30pm Thursday 3 April 2008, TTNQ Boardroom 51 The Esplanade
Kleinhardt Business Consultants offer this interactive workshop, resources and follow up support and information, specially tailored for small/medium Tropical North Queensland businesses via the federally funded Building Entrepreneurship in Small Business program. Click here for full details.
TOURISM AUSTRALIA MARKET BRIEFINGS
9:00am – 2:00pm15 April 2008 Cairns International Hotel
Tourism Australia is presenting a series of tourism market briefings which will deliver the latest market intelligence on Australia's top tourism markets, changes in the marketplace and expectations for the next 12 months, in-market activities for 2008, analysis of issues and trends that affect international and domestic tourism as well Registration is essential. Visit www.tradeevents.australia.com
EMERGING MARKETS TAG MEETING POSTPONED
Members of TTNQ’s Emerging Markets Tourism Advisory Group are advised that the meeting to be held on 15 April is to be rescheduled due to the Tourism Australia Market Briefings. Panel members will be advised of the new date asap.
EXCELLENT MARKETING OPPORTUNITIESCAIRNS BACKPACKER FAMIL
ATDW SUBSCRIPTIONS DUE The TQ ATDW team will contact you in the coming weeks and provide you with details of how to renew your subscription for 2008/09. If any of your contact details have changed recently, please contact us on 1800 629 749 or email atdw@tq.com.au. Under the Queensland Tourism Strategy subsidy scheme, the cost of subscription for 2008/2009 will be $100 (inc GST) for a Regional Tourism Organisation (RTO) member and $150 (inc GST) for a non-RTO member. So, look out for further information and an invoice from Tourism Queensland in the coming weeks. Click here for the latest ATDW newseltter from TQ and renewal information postcard.
LAST CHANCE FOR VIC PRODUCT DISPLAYS
|
BEHIND THE SCENES
-
The TTNQ Board held its February meeting & a Business Planning Day in Kuranda late last month. The 2007-08 Business Plan is now being finalised by the Management Team.
-
Rob attended the Australian Tourism Awards in Canberra and took the opportunity to meet with relevant Government and Qantas representatives.
-
David attended the Cairns Aviation Strategy Taskforce meeting.
-
Rob participated in some of the Regional Seminars which have also involved Niaomi, Karen, Donna, Derek, Annie and John.
-
Sharyn is finalising arrangements for the UK Europe mission, and Jana is preparing for the TTNQ Backpacker Famil. Jana also coordinated a Backpacker Branding Strategy meeting held at TTNQ.
-
Donna and Tamara are busy with the large number of famils coming into the region in the next couple of months including Der Tour which brings 150 German agents here.
-
Angela represented CRCB at TABEE in Macau. She has also recently conducted a major site inspection in Port Douglas and attended meetings with Tourism Queensland and Virgin Blue.
-
Harry is preparing for the Tokyo Marine Diving Fair and attended a Queensland Police Visitor Safety Group meeting along with Lisa & Helen
-
Dion, Karen & Helen attended the Queensland Information Exchange in Brisbane to deliver story ideas to key media. An RTO Crisis Communications Forum was also part of the program.
-
Elizabeth is preparing for Queensland On Tour China in Shanghai at the end of the month and will be conducting sales calls in Hong Kong and Shanghai at this time.
-
She is also planning for her visit to Korea for Module A of the TTNQ Korean Sales Mission and the 2008 Korean Air charters scheduled for July/August well underway.
-
David and Elizabeth working with TQ and Korean wholesalers planning promotional activities that will be in market prior to the commencement of flights to ensure another successful year.
-
Val attended the annual Queensland Information Centre Association (QICA) conference last week held in Rockhampton with around 80 other VIC managers & coordinators.
-
VIC volunteers and some of the TTNQ team took the opportunity to experience a short hop aboard Great Barrier Reef Helicopters recently, thanks to Jacqui and the rest of the GBR Heli team.
|
|
SEEN IN THE MEDIA
-
Cairns Esplanade was featured in a recent Brisbane Sunday Mail article.
-
Popular Channel Nine TV show Talk to the Animals was also in Port Douglas recently to film a segment which starred Henry the cockatoo and his owner, local artist Davvyd Brown.
-
A Travelmood story in the Spring 2008 edition focused on the Great Barrier Reef.
-
An article in Queensland Country Life highlighted the Atherton Tablelands.
-
Dunk and Bedarra Islands were included in a Courier Mail list of Easter Getaways
-
The Courier Mail also included a 15 page Tropical North Queensland section in its recent National Parks lift out.
-
Brazil’s leading dive magazine Mergulho included an 8 page Cairns Great Barrier Reef feature in a recent edition.
-
Brisbane and Melbourne papers published a story on the trip from Cairns to Thursday Island available for limited passengers aboard cargo ship Trinity Bay.
-
The United Kingdom’s Guardian website included an item on the Cape York Turtle Rescue
-
Rose Gums Wilderness Retreat and Undara Experience were included in Travel + Leisure Magazine’s list of 65 things to do in Australia before you turn 65.
TTNQ now brings you our monthly Industry Info e-newsletter full of news from our members and industry. Click here to see the previous edition and watch for the next one coming to your inbox soon.
|
|
If you have a good news story or have achieved a recent success please send your information to Helen Laird.
Brought to you by TTNQ's Corporate Sponsors.
In Touch with TTNQ e-newsletter is produced by Tourism Tropical North Queensland. If you would like to unsubscribe to future mailings of In Touch with TTNQ, please email membership@tnq.org.au.
While every effort is made to ensure the information in this newsletter is accurate, Tourism Tropical North Queensland disclaims all responsibility and liability (including without limitation, liability in negligence) for all expenses, losses, damages and costs incurred as a result of the information being inaccurate or incomplete in anyway, and for any reason.