To grow sustainable tourism in Tropical North Queensland.
To be the world's best tropical visitor destination.
To grow visitor expenditure by $1B to $3.2B by 2015.
Our five key areas of strategic focus 2011 - 2015
1. Grow Market Share
• Grow international market share for all visitors to TNQ from 13% to 16% by 2015
• Grow domestic market share for all visitors to TNQ from 3.6% to 4.2% by 2015
2. Increase Expenditure
• Increase TNQ's international visitor expenditure from $605M ti $1.1B by 2015
• Increase TNQ's domestic visitor expediture from $1.44B to $1.85B by 2015
3. Strategic Aviation Growth
• Grow international seats (incoming) from 479,000 to 800,000
• Grow domestic seats (incoming) from 2,000,000 to 2,700,000
4. Sustainable Funding
• Increase tourism marketing funding by a minimum of $3M annually
5. Destination Management Partnerships
• Develop partnerships with agencies that carry responsibility for investment, labour and skills, and infrastructure development to achieve growth
Key Statistics for Tropical North Queensland
• Tourism is a $2.2B (YEDec10) industry in TNQ that has contributed $12.4B to the economy during the past five years.
• Tourism employes 18,700 people directly and an additional 32,000 indirectly.
• Each of Cairns Regional Council ten divisions has a high volume of tourism employment ranging from 18% - $29%.
• An additional $1B in visitor expenditure would create 12,400 jobs.
• The community's per capita earnings from tourism in TNQ are $11,115 with an investment by Cairns Regional Council of only $7.80 per person. The Gold Coast investments is $20 per person with $7,914 per capita earnings.
• Agriculture and tourism were both worth around $400M in the mid '80s. Since then, both have expanded with tourism worth $2.2B and agriculture $1.7B.
• TTNQ member businesses alone are estimated to contribute $29M to Cairns Regional Council finances annually (through rates), provide 11,700 local jobs with $492M expenditure on wages and contribute $5M in donations to the community.
TTNQ's role is to build destination awareness in Australia and selected international holiday and business tourism markets through a targeted program of marketing activities to achieve maximum visitation, length of stay, expenditure and regional disperal within Tropical North Queensland. TTNQ works with industry and key stakeholders to achieve this objective.
TTNQ is committed to the community and sustaining the unique culture and environments of Tropical North Queensland.