Tropical Tablelands Tourism is urging all members to get behind a push to raise awareness of the value of their industry and the role of their local tourism organisation.
Michael Trout, chair of TTT and Member for Barron River, said the organisation, was established to support, promote, facilitate, and encourage development of the local tourism industry for the economic benefit of members and the community.
He believed TTT had been punching above its weight in recent years with a number of key projects completed and he said now was the time to put this good work in the spotlight.
“TTT’s primary focus is to promote and market the destination – everything relating to pre-arrival – and we have been very clever in how we do this.”
Tourism statistics specifically for the Tablelands are very difficult to source given the size of the region. A snap shot formed from the data compiled by AC Neilson in 2007 showed that tourism on the Tablelands is valued at $53.5 million, with approximately 520,000 visitors per annum. For the Tropical North Queensland region, tourism is worth $2.2 billion
“What TTT does as an organisation is to look at how we can strategically plan and deliver marketing strategies that promote the destination, the products to experience within the region and encourage visitors to choose the Atherton Tablelands as their next holiday destination.
“We also want people to stay longer and that has been our consistent message.”
Some of TTT achievements over the last two years include the delivery of the Drive North Queensland Smart Phone App, self-drive itineraries in partnership with AVIS Cairns and Townsville, the Birding App and the launch of new branding and fully integrated website.
This was in addition to Discover magazine, which this year underwent a full redesign incorporating the new branding.
Not only is Discover one of the most important tools for marketing the Atherton Tablelands with 150,000 copies of the magazine printed and distributed across Australia, it also an important source of funding for TTT.
“We have been fortunate to secure a number of grants that have enabled us to complete these projects but there is so much more we would like to.”
Mr Trout said the Tropical North Queensland region lagged behind other major tourism centres when it came to funding tourism.
In 2011, Tourism Tropical North Queensland commissioned Cummings Economics to prepare a report on the investment by Local Government per resident using data available from Cairns, Gold Coast and the Sunshine Coast.
The Gold Coast business rates invest $20 per person annually to promote Gold Coast tourism products, jobs and businesses, with the Sunshine Coast at the same level. In the Cairns region business rates invest $7.80 per person. The contribution per head on the Tablelands is currently $1.59.
On the Gold Coast the community’s per capita earnings from tourism was $7,914, on the Sunshine Coast it was $8,330 and in the Cairns region it was $11,155.
Mr Trout applauded the work of the board of directors, which is made up of members who volunteer their time, to oversee the operations of the organisation to ensure all activities are strategically aligned with the overall vision for the Atherton Tablelands region.
He also wanted to recognise the work of board director Bram Collins who recently presented to Tablelands Regional Council regarding TTT’s work as well as Bronwyn Cant who has been with the organisation for seven years but was appointed executive officer in December 2012.
Interviews: Michael Trout, Chair of Tropical Tablelands Tourism M: 0412 183 194
Issued by: Tanya Snelling, Strategic PR, 0417 202 663
Posted by Bronwyn under Tablelands News | Posted on 15th May 2013