Cairns international advertising budget to be drastically reduced unless critical funding can be secured

International tourists are desperate for more adventure options in Cairns, as the region’s premier tourism group prepares to have 70 per cent of its funding slashed on June 30.

Tourism Tropical North Queensland chief executive Mark Olsen has warned TTNQ’s funding could fall by 70% come June 30 after existing funding is set to expire. Picture: Brendan Radke

International tourists are desperate for more adventure options in Cairns, as the region’s premier tourism group prepares to have 70 per cent of its funding slashed on June 30.

Speaking at a Cairns Chamber of Commerce lunch on Tuesday, Tourism Tropical North Queensland chief executive Mark Olsen revealed previously allocated funding was set to expire.

With international tourism numbers still lagging at 61 per cent of pre-Covid levels and February’s floods costing the region $50m, Mr Olsen said funding was needed to broadcast Cairns to the world.

“If we want to keep growing tourism, supporting aviation and supporting jobs we need to compete globally,” Mr Olsen said.

“Our tourism international program has already delivered $340m worth of advertising value and $170m worth of sales, it’s like a 40 or 50 to 1 return on investment on $15m in two years ... 25 per cent of our total visitor numbers in terms of recovery have come through this program and it finishes on June 30, after that we are on our own.”

The Cairns Chamber of Commerce chief executive Patricia O'Neill and president Enver Selita host the chamber's monthly business lunch for members at the Pullman Reef Hotel Casino. Picture: Brendan Radke

Mr Olsen is calling on the federal government and opposition to commit an extra $15m over three years.

Without additional funding Mr Olsen said TTNQ would be forced to focus primarily on domestic markets.

“Without the funding what we can do is support the airports, support the airlines, do publicity and hope,” Mr Olsen said. “Domestically we can run one campaign a year in the shoulder season and we can stay always on in the domestic market… but then the budget stops.”

Mr Olsen added international tourists were desperate for more options in the adventure market.

Cairns makes up less than 1 per cent of mountain bike tourism in Australia and Mr Olsen said the sport was the ideal opportunity to capitalise.

“We have the Great Barrier Reef, we are famous for nature and wildlife but we’re not as famous for adventure as we should be,” he said. “We have what the customer is looking, the trend is going our way but we have to drive it.

“If we went from 1 per cent to 2 per cent of Australia’s mountain biking tourism domestic and internationally, that’s 100 million a year back into our community.”

Mr Olsen said Cairns was in a unique position to capitalise on the growing mountain bike tourism industry which has been supported by Crankworx Cairns. Bailey Meares at Crankworx Cairns 2024. photo: Clint Trahan

Mr Olsen said coming events like Crankworx Cairns, an international mountain bike riding festival coming in May, was the ideal place to grow the new area but implored the community to support it.

“There is no better platform than Crankworx, it is the most watched mountain bike event in the world,” Mr Olsen said.

“If they (friends and family) have any interest in lycra, mountain bike riding or watching the best athletes on Earth bring them to Crankworx.

“We need your support to make it work ... locals are the bedrock that make these things work.”

Originally published as Cairns international advertising budget to be drastically reduced unless critical funding can be secured