Whitsundays to snag share of $45m international tourism campaign

The Great Barrier Reef will be the focus of a targeted marketing campaign to attract international tourists to regional Australia. Here’s how they plan to drive demand for Port Douglas and the Whitsundays.

The Whitsundays is one of seven regional areas to benefit from dedicated campaigns in international markets as part of a $45 million push to drive tourism demand.

Tourism Australia’s Tourism Marketing Recovery Plan will use the money over two years to accelerate the return of international visitors to the regions hardest hit during Covid-19 international border closures.

The plan is to drive not only the return of international travellers but making ensure they are dispersed regionally to boost revenue for tourism operators and their regional communities.

The number of tourists to Australia has increased substantially since the border reopening on February 21, from just 5000 international arrivals the first week of January to almost 24,000 last week.

Key regions to benefit from the recovery plan include but are not limited to Tropical North Queensland, Gold Coast, NSW north coast, Sunshine Coast, Great Ocean Road, the Whitsundays and the Hunter Valley.

The Great Barrier Reef has been identified as an area that needs concentrated campaigns in the international tourism market.

Iconic locations such as the Great Barrier Reef, Uluru, Tasmanian Wilderness areas, the Kimberley and capital cities are also on the list.

Prime Minister Scott Morrison, who will announce the marketing funding in Cairns on Tuesday, said he wanted to ensure Australia was at the top of every must-see travel list as the world reopened.

He said Tourism Tropical North Queensland would get $15 million to draw tourists back to North Queensland and promote the Great Barrier Reef.

Mr Morrison said another $45 million for Tourism Australia included marketing activations in crucial international markets to support regions like the Whitsundays which are most reliant on international tourists.

He said it would allow direct partnership activities for Tourism Australia to work with trade wholesalers, the airlines and the media to drive international demand back to key regions.

Mr Morrison said the money would also extend Business Events Australia’s bid fund – which had already helped secure 57 events for Australia.

“I have been listening to tourism industry operators about what they will need to rebuild their international tourist businesses and this funding boost will deliver on these needs,” he said.

“The package is about getting people on planes and getting them here.

The Whitsundays has been identified as one of seven regional areas that need a hit from international tourists.

“It’s about converting the strong interest in Australia to actual businesses.

“The return of our international tourism market will support hundreds of thousands of tourism jobs, strengthen our economy, and back our world-class tourism operators and the many regions reliant on international visitors, like Tropical North Queensland.”

The plan comes on the back of cut-price flight tickets for the domestic market in March last year.

The Federal Government helped discount 800,000 tickets from Sydney to both Proserpine and Hamilton Island between April 1 and July 31.

The Whitsundays embraced the domestic tourism boom in December and January when state borders reopened, saying the tropical destination went from “absolutely dead” to busier than ever.

The Omicron wave made it difficult for operators to open thanks to staff illness but businesses are back on track and ready for an influx of tourists.

The announcement last month of Bonza airlines opening up new routes from Mackay and Whitsundays is also expected to help the region.

Bonza will fly direct from Mackay to Cairns, Melbourne and the Sunshine Coast.

The Whitsunday Coast Airport will link to Newcastle, Toowoomba and the Sunshine Coast.

Bonza Airlines will offer a low-cost flight to Melbourne from Mackay.

Assistant Minister for Regional Tourism Michelle Landry said the Mackay and Whitsunday visitor economy was ready to welcome back more international travellers.

“Tourism operators have shown great fortitude and resilience throughout the pandemic and this additional investment will go a long way to seeing regular international visitors be welcomed back into the North Queensland region,” the Capricornia MP said.

“International tourists are heavily relied upon in regions such as the Whitsundays.

“(This) announcement will be critical in re-establishing the tourism industry in the Whitsundays in the wake of the Covid pandemic.

Capricornia MP Michelle Landry.

“Our amazing Great Barrier Reef and tourist operators are open for business and this additional funding will go a long way to seeing regular international visitors welcomed back into North Queensland including the Whitsundays.”

Tourism Australia will undertake partnership marketing to promote regional Australia to align with its international campaign.

The partnership activities, which would include famils for journalists and social media content as well as support programs, will be designed to speed up and magnify the conversion of demand into bookings.

The tourism marketer plans to boost media reach in key markets such as the United Kingdom, Europe, United States, Japan, South East Asia and India.

Red Cat Adventures directors, husband and wife team, Julie and Asher Telford. Picture: Contributed

The announcement comes on the back of Whitsunday and Mackay tourism operator Red Cat Adventures taking out gold for adventure tourism at the 2021 Australian Tourism Awards on Friday night.

The company, which has operated the Thunder Cat in the Whitsundays for many years, has recently begun running tours to Mackay islands on the Wild Cat.

Red Cat Adventures have been Mackay island tours on the Wildcat – a purpose-built catamaran.

It also picked up silver for the Major Tour and Transport Operators category.

“This was our third ‘crack’ at this category so we are walking on cloud nine and can’t believe we’ve actually taken out the gold award for Adventure Tourism,” the company wrote on its Linked In page.

“This award is a testament to the incredible work of all our staff in keeping our tours fun, entertaining, safe, and adventurous.

“A huge thank you to all of our customers, suppliers, agents and the Whitsunday and Mackay region.”

Golinski gold: Lunch with Matt in St Lawrence

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The St Lawrence Wetland Weekend also took home bronze for festivals and events.

The iconic Isaac event highlights sustainability, culinary and cultural excellence, showcasing a strong partnership with the traditional owners.

Pinnacles Resort won silver for the Self-Contained Accommodation category and InterContinental Hayman Island Resort won bronze in the 5 Star Accommodation section.