Far North Queensland Tourism Campaign Aims to Revitalize Region Affected by Flooding and Tropical Cyclone

Strategic Insights -

A joint $5 million funding package between the Australian and Queensland governments will launch a multimillion-dollar tourism campaign to rebuild the reputation of Far North Queensland, which was decimated by flooding and Tropical Cyclone Jasper. The campaign, which includes discounted flights and accommodation packages, aims to shift the national perception that the entire region was affected by the disaster. While a few suburbs in Cairns, along the Bloomfield River, and road infrastructure sustained significant damage, the broader region remained largely unaffected.

Key Takeaways:

  • The $5 million package is jointly funded by the Australian and Queensland governments through the Disaster Recovery Funding Arrangements.
  • The campaign will include discounted flights and accommodation packages to entice visitors back to the region.
  • Domestic one-way fares on Qantas and Jetstar economy seats to Cairns start from $129 and $79 respectively.
  • The push to entice visitors back aims to mitigate against a loss of $300m in cancelled bookings since early December.
  • Alternate routes and cruise vessels are available to access the Crystalbrook Superyacht Marina for $50.
  • The campaign will focus on the unique natural attractions of the region, including the Great Barrier Reef tours, Daintree River croc spotting attractions, and rainforest tours showcasing waterfalls at their best.
  • Tourism Tropical North Queensland chief executive Mark Olsen stated that the new initiative is a real shot in the arm after the loss of Christmas and New Year bookings.
  • The campaign will run from mid-January to the end of March 2024 and include flights to and from most capital cities and intrastate routes.

Statistics:

  • $5 million: the joint funding package between the Australian and Queensland governments.
  • $129: the domestic one-way fare on Qantas economy seats to Cairns.
  • $79: the domestic one-way fare on Jetstar economy seats to Cairns.
  • $300m: the loss of cancelled bookings since early December.
  • $50: the cost to access the Crystalbrook Superyacht Marina via alternate routes and cruise vessels.
  • Mid-January to the end of March 2024: the campaign duration.

Sources:

  • Peter Carruthers, Cairns Post: "Multimillion-dollar tourism package aims to shift perception of Far North Queensland"
  • News Corp Australia: (Exact source not provided in original material)