Government funding helps Far North tourism rebound after pandemic

A peak Far North tourism body has highlighted the success of government funding support in boosting international tourism to the region.

A peak Far North tourism body has highlighted the success of government funding support in boosting international tourism in the region.

A peak Far North tourism body has highlighted the success of government funding support in boosting international tourism to the region.

Tropical Tourism North Queensland chief executive Mark Olsen said the government funding, which delivered 28 campaigns to advertise the Far North into the China market last year, helped boost the industry at a time when international numbers were slow to recover.

This included an additional 20,000 Chinese visitors and $37 million in sales.

“China was our region’s single biggest international market in 2019, one in three Chinese visitors to Queensland came to see Cairns and the Great Barrier Reef,” Mr Olsen said.

Tourism Tropical North Queensland chief executive Mark Olsen. Picture: Brendan Radke

“Rebuilding demand from China is vital with Cathay Pacific returning in December.”

After a five year absence Cathay Pacific will offer a new seasonal service connecting Hong Kong and Cairns from December through to March and is projected to bring up to 13,000 additional international visitors.

“The 28 trade campaigns have been supported by a co-ordinated approach, with a publicity push generating over $16.5 million,” he said.

If the program were to continue, it is estimated Chinese visitors would collectively inject $37 million into the local economy.

The return of Cathay Pacific flights between Hong Kong and Cairns from December through to March is projected to bring in up to 13,000 additional international visitors, who are projected to collectively spend an estimated $20 million in the region. PICTURE: BRENDAN RADKE

China was the region’s largest international market before the pandemic, accounting for one in four international visitors and injecting more than $200 million a year into the regional economy.

Special Envoy for the Great Barrier Reef Nita Green said she was proud of the government’s commitment to TTNQ and to see the return of Chinese visitors to the country.

“The Great Barrier Reef brings tourists from all across the world to Cairns and Far North Queensland,” Ms Green said.

“Tourism is the lifeblood of our region, and welcoming international guests is vital to the success of our communities.”

Federal Trade and Tourism Minister Don Farrell said the funding, should it be approved, would be a welcome boost for tourism operators.

“We understand how important international visitors are for tourism in the region and, having spoken with many local business operators, I know the challenges they’ve been facing.”

The International Tourism Recovery Grant Program provided TTNQ with grants worth up to a total of $15 million across three years, helping to bring more international visitors to Tropical North Queensland.

Originally published as Government funding helps Far North tourism rebound after pandemic