TNQ Tourism Conference: How the Far North can stand out in saturated tourism market

A growing Asian middle class travelling out of emerging mega cities and boomers looking to spend big have been highlighted as key opportunities, as tourism operators gathered to pave the way forward for the industry ahead of a possible royal visit.

A growing Asian middle class travelling out of emerging mega cities and baby boomers looking to spend big have been highlighted as key opportunities, as tourism operators gather to pave the way forward for the industry.

Global tourism recovery trends, changing consumer behaviour, and responsible artificial intelligence use were among the key topics as Tropical North Queensland’s tourism industry eyes a possible royal visit.

Tourism Tropical North Queensland CEO Mark Olsen said the annual My Queensland TNQ Tourism Conference would enable members to make informed decisions about marketing their business in the highly competitive world of global tourism.

Mark Olsen, Chris Ernst, Kim McConnie, Lani Strathearn and Yolanda Waters celebrate the success of the keepy uppy campaign. Picture Emily Barker.

“We have more than 140 operators attending the full-day conference to learn how they can diversify their market mix and leverage the significant campaign activity globally by Tourism Australia, Tourism and Events Queensland and Tourism Tropical North Queensland,” he said.

Mr Olsen said the way forward was challenging.

“Domestic headwinds and a slower than hoped international return means you have to be really targeted, so helping our partners navigate the way forward is key.”

Mr Olsen said after a slow start to the year, things were looking up.

“It’s really picking up now July bookings are above 2023 and well above 2019,” he said.

“Our caravan parks are full and our drive market is picking up as well.”

Simon Kuestenmacher from The Demographics Group spoke to the gathering of tourism leaders identifying the massive growing markets of travellers in Asia.

“The two most obvious tourism markets are in China and India,” he said.

“This is the largest emergence of a middle class in human history which is fantastic for tourism.

“This market is gold.

“These people want to enjoy their new riches they want to enjoy and travel to new destinations and see the world. We offer this just an easy flight away.”

Mr Kuestenmacher also identified boomers as big spenders in tourism.

“Baby boomers are cashed up, they own their own homes, they will not stop spending money,” he said.

“We will see more and more people looking for higher quality options and spending more at the top end of the market while the bottom end of the market feels more financial strain.”

Mr Olsen said when people were drawn to the region with strong strategy and marketing they really love what they get in return.

“Transformational experiences will be a focus as our destination seeks to weave life-changing moments into Tropical North Queensland’s tourism offering,” he said.

“It’s all about the story telling and those moments you save for, they are dreaming about what they want to do so our experience led offerings are a real winner.”

Mr Olsen said Tropical North Queensland has always been a royal destination and welcomed a possible visit from King Charles.

“We’ve had the Queen and the now King has been here before, we know how roll out the royal red carpet here and we have great experiences they have always enjoyed,’ he said.

“We would love to have them here again.”

Originally published as TNQ Tourism Conference: How the Far North can stand out in saturated tourism market