Australians spend more time and money in Tropical North Queensland
Posted by editor (editor) on Nov 26 2009
2009 >>

A four week Tourism Queensland-led domestic campaign for Tropical North Queensland has generated nearly 7800 room nights and an estimated $5 million in visitor expenditure, Tourism Minister Peter Lawlor said.

The ‘Spend more time, not more money’ campaign held during October in partnership with Flight Centre, wholesaler Infinity Holidays and Tourism Tropical North Queensland secured 7775 room nights for the region - double that of the same time the year before.

“This is an amazing 100 per cent increase on the 3895 room nights booked by our partners during the same time last year,” Mr Lawlor said.

Parliamentary Secretary for Tourism and Member for Barron River Steve Wettenhall said the results showed what a major impact this campaign has had on Tropical North Queensland in the lead-up to the traditionally quiet summer months.

“Flight Centre and Infinity reported total sales of $1.69 million to Tropical North Queensland during the campaign, 85 percent more than during the same period in 2008,” he said.

“Tropical North Queensland businesses and communities are expected to benefit from the estimated $5 million in visitor expenditure that this campaign has generated for Queensland.

“These results are proof that Tourism Queensland’s hard-hitting tactical campaigns aimed at encouraging holidaymakers to book a holiday now and in particular to Tropical North Queensland are working.”

“The past couple of years had been extremely challenging for the Tropical North’s tourism industry, and it was encouraging to see such a great result.”

Tourism Queensland Acting CEO Steve McRoberts said Tourism Queensland had contributed $275,000 to the campaign, which was valued at $1 million.

“The campaign specifically targeted visitation by one of Tourism Queensland’s key target markets - ‘social fun-seekers’,” he said.

“Social fun-seekers can be any age but are predominantly holidaymakers looking for a fun time with friends and other holidaymakers.

“Tropical North Queensland’s adventure activities and wide range of products and experiences make it an ideal destination for this target market.

“This latest campaign followed the recent, successful statewide ‘Unreal Deals’ campaign, which resulted in $1.7 million and 7800 room nights for Tropical North Queensland.”

Mr McRoberts said Tropical North Queensland operators had told Tourism Queensland they were delighted with the ‘Spend more time, not more money’ campaign’s achievements.

“Down Under Tours said the campaign had come at a good time for the operation and had produced strong results, including growth for its Cape Tribulation tours which were up by 100 percent over the prior year,” he said.

“Quicksilver Group said the campaign had been a success for the operation’s Outer Barrier Reef day cruise, with the long-term benefits expected to last through the green season.”

Last changed: Nov 26 2009 at 11:38 AM