Tourism Tropical North Queensland launches Summer in the Tropics campaign

Tropical North Queensland’s top tourism body has launched its latest push to convince southerners to enjoy a summer in the tropics and dispel myths that it is too wet, hot, and dangerous.

Snorkelling with a Maori Wrasse on the Great Barrier Reef. Images: TTNQ

Tourism Tropical North Queensland has launched a wide ranging assault aimed at convincing southern travellers that a summer in the tropics is the perfect holiday and change perceptions of the region’s traditional “low visitor season”.

For the first time Summer in the Tropics 2023-24 rolls together Summer and Autumn for a full low season campaign positioning Tropical North Queensland as the summer holiday destination for Australians who otherwise may travel to Fiji, Bali, or Thailand.

The campaign also aims to dispel the myths that it is too hot, wet, and dangerous to visit.

Live weather crosses with the Today show, a dedicated magazine inserted in key capital city newspapers, and extensive digital activity are among the campaign activities rolling out until March to drive visitation

Master Reef Guides on the GBR. Photo: TTNQ

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen said the annual campaign activity to boost domestic visitation during the summer and autumn shoulder seasons had started and would now leverage Tourism and Event’s Queensland’s summer campaign.

“This week My Queensland will launch packages to Tropical North Queensland offering a bonus tour to the value of $500,” he said.

“This will be followed by a campaign with Expedia in November, further campaign activity with My Queensland in January, and an incentive driven tactical campaign with Expedia in February.

“Billboards, radio advertising, digital and social media activity will encourage Aussies to purchase exclusive packages to experience summer in Tropical North Queensland when the Great Barrier Reef is crystal clear, the mangoes are juicy and cassowary dads are looking after their offspring,” he said.

A picturesque island on the Great Barrier Reef. Photo: TTNQ

“People in our key markets of Sydney, Melbourne, Brisbane, and Adelaide will learn more about Tropical North Queensland later this month when our destination magazine, Cairns Unearthed, is inserted into capital city newspapers.

“TTNQ has been undertaking summer campaigns for the past three years which has helped to increase visitor numbers from interstate markets who previously thought of our destination as a winter getaway to escape the cold.

“Our seasonal campaigns helped to bring record domestic visitor expenditure of $4.3bn into our regional economy in 2022-23,” Mr Olsen said.

Top tips for a relaxing FNQ summer

There’s plenty of fun and relaxation to be had in Far North Queensland, especially outside of the peak holiday months.

It’s something Vue Apartments Trinity Beach manager Kim Hughes knows all to well, throwing her support behind Tourism Tropical North Queensland’s new campaign to entice southerners to the Far North during summer.

The northern beaches accommodation operator has shared her top recommendations for an enjoyable holiday during the warmest time of year.

Traditionally, guest numbers dip significantly during the warmer months and Ms Hughes hoped the campaign would bring some much needed activity during summer.

“From the end of the January school holidays to Easter, things get really quiet, especially at the beaches because we’re a beach destination but people can’t swim then,” Ms Hughes said.

However Ms Hughes said there was still plenty of things on offer.

Tourism Tropical North Queensland is encouraging more tourists to visit the Far North in Summer, typically a quiet time of the year with rain and high temperatures deterring visitors. Sydney tourists Suzie Blackwell enjoys a swim in the resort pool at Vue Trinity Beach with her daughter Ruby Blackwell, 6, and her nephew Tim Blackwell, 9. Picture: Brendan Radke

“All of the complexes here have amazing pools that guests can still use and lots of restaurants are open all year round. It’s good because you can beat the crowds and have a laid back holiday,” she said.
Despite not being able to swim, Ms Hughes said BBQs along the waterfront were a popular option, especially during sunrise or sunset.

“You get the cooler breeze in the late afternoon and beautiful nights where you can sit by the ocean or have a swim in the pool and the temperatures stay pretty consistent,” she said.

For guests who want to explore more than the hotel pool, Ms Hughes suggested walking tracks and tropical tour activities such as Paronella Park.

“The Earl Hill walking track is a popular one as well. The Daintree is beautiful if you want to see the wildlife like crocodiles basking in the sun and the birdlife,” she said.

Tourism Tropical North Queensland is encouraging more tourists to visit the Far North in Summer, typically a quiet time of the year with rain and high temperatures deterring visitors. Cousins Ruby Blackwell, 6, and Tim Blackwell, 9, jump into the resort pool at Vue Trinity Beach while visiting Cairns from Sydney. Picture: Brendan Radke

“It’s pretty amazing in the wet season and it’s a great way to get away from the hustle and bustle of city life.

“A lot of my guests love it when it rains and they sit and watch the electrical storms on the balcony. The last time there was drought down south, people would get so excited to see the rain. It’s beautiful and keeps everything lush and green.”

For anyone still hesitant to visit the Far North for fear of it being too hot, wet or dangerous, Ms Hughes said the region was not as menacing as people thought.

“There aren’t crocs just wandering around the beaches. Obviously, you have to smart and be aware of your surroundings, but it’s not as dangerous as what you think.”

Originally published as Tourism Tropical North Queensland launches Summer in the Tropics campaign