Tropical North Queensland (TNQ) is on track to achieve the Tourism Tropical North Queensland (TTNQ) 2020 visitor expenditure stretch target of $4.2 billion after exceeding the 2015 targets set for both the international and domestic markets.
TTNQ Chief Executive Officer Alex de Waal said the region had achieved $1 billion in international expenditure with a stretch target of $912 million and $1.84 billion in domestic expenditure with a stretch target of $1.79 billion for 2014-2015.
“This means our total 2015 stretch target of $2.69 billion has been exceeded by $150 million with $2.84 billion in visitor expenditure,” he said.
“Our stretch targets for 2015 are defined by the 2020 targets set by Tourism Australia and Tourism and Events Queensland and do not fully take into account risks in achieving the expenditure targets.
“Our organic targets are lower as they use a conservative approach using previous trends and balancing them against risks and they have well and truly been eclipsed in these figures.
“This result for the first year of the TTNQ Strategic Plan 2015-2020 augurs well for Tropical North Queensland’s economic future and supports the strong International and National Visitor Survey results for the past financial year.
“This financial year is also looking promising as July and August were exceedingly strong and the September school holidays have been a bonanza with the region bursting at the seams with visitors.
“This means we should continue to surpass our strategic targets and remain on track to achieve not just the organic 2020 target of $3.5 billion in expenditure, but the stretch target of $4.2 billion.
“Just 12 months ago there was still some pessimism in the market, but overall the picture is looking very good for tourism and the economy in Tropical North Queensland.
“The figures have given us some good insights as to the areas where we can gain further traction.
“For example the Chinese market has achieved good visitation but Australia’s market share of the global outbound Chinese market is not as strong as it should be, so we must work on it.
“The high level of repeat visitation from the German market means they are visiting other regions, so we need to drive further new visitation.
“We have outstanding results for Japan which supports the significant investment of more than $500,000 for the Pop-up Shop campaign selling Cairns & Great Barrier Reef holiday packages, which from November will extend beyond Tokyo to Osaka.”