Queensland took a battering from the wild weather of 2011 and the hits kept coming as floods struck western areas including St George, Charleville, Roma and Mitchell this February. However, the regional tourism boards remain optimistic despite the deluge.
Tourism Tropical North Queensland (TNQ) director of sales and marketing Brian Hennessey said the support of Flight Centre, House of Travel and Air New Zealand post cyclone had been outstanding.
“Last year was an example of how the tourism board and wholesalers can work together to get results,” said Hennessey.
He is the first to admit there is no “fantastic solution” on the horizon but hoped pent up demand from the Kiwi market would bring in big business.
“The strong Australian Dollar has made it tougher for retail trade in New Zealand but Australia still offers good value. Trade have worked hard for many years to keep prices at a level that enables Kiwis to experience it.”
He said the introduction of Jetstar on the Auckland-Cairns route had stimulated demand, although the flights were only seasonal at present. Air New Zealand and Virgin also offer competitive pricing.
To leverage the increased demand, the tourism board is keen to branch out beyond the traditional newly wed and nearly dead markets to attract new clientele with short-term tactical campaigns. Hennessey said TNQ was well suited to families with kids who are slightly active and adventurous as well as the empty nesters who liked apartment-style accommodation.
“It is important to widen our appeal to include the family market, particularly those with kids aged 9-16 who have done the Gold Coast and are after something more active. The TNQ environment is more exciting than theme parks rides; visitors can get out to the [Great Barrier] Reef diving, walk in the rainforest or have an outback experience.”
Hennessey said the Aboriginal attractions were another key element of the destination’s appeal.
“Kiwi travellers are in tune with local indigenous communities around the world and are interested in local customs and how people operate. There is a lot of indigenous product in the region that adds to the experience.”
In more positive news, major projects are underway across TNQ including the Cairns Entertainment Precinct development, waterfront revitalization, hotel upgrades and investment in Cairns Airport.
Sunlover Reef Cruises has invested A$700,000 in refurbishing 400-seat vessel Tropic Sunseeker. The upgrade includes a freshly painted exterior, new windows, carpet, seat coverings and engine.
Tropic Sunseeker is an air-conditioned catamaran that departs Cairns daily bound for an outer reef pontoon at Moore Reef. It is also available for private charter.
Meanwhile on the Sunshine Coast, a combination of trade and consumer marketing helped to stabilize the Kiwi market during a difficult year.
“In New Zealand we partner with Tourism Queensland and trade partners to deliver campaign activity prior to key booking periods and support the Flight Centre consumer expos,” said Sunshine Coast Destination CEO Steve Cooper.
“We also undertake consumer direct activity such as our Spin to Win campaign – where we gave away a Sunshine Coast holiday a day for 14 days - and the current Destinations Magazine and Whitcoulls promotion.”
Cooper said trade and consumers were well versed in selling and booking the destination with coastal precincts Mooloolaba and Caloundra continuing to sell well.
“Noosa continues to offer a strong calendar of events which also drive visitation throughout the year such as the Noosa Triathlon and the Noosa International Food and Wine Festival.”
Also popular are the iconic attractions Australia Zoo, UnderWater World, Ginger Factory, Big Kart Track, Aussie World and Eumundi markets.
Cooper said the Sunshine Coast offered a very different type of holiday to the Gold Coast and it was important to pitch it correctly to clients.
“Visitors tell us that we are more laid back and focus more on our natural assets and experiences, so really the destination is best sold in its own right. Having said that, with Brisbane as the current gateway the opportunity to mix a city culture experience with a natural coastal one is a great way of getting a two-for-one holiday. With so many world class sporting events, exhibitions and theatre shows it makes sense to experience these in Brisbane before or after a visit to the Sunshine Coast.”
Going for Gold
Even the Gold Coast felt a pinch last year with the Rugby World Cup impacting the number of Kiwis heading over.
Gold Coast Tourism regional director Sam Cameron said her focus this year was on trade training, tactical messages in conjunction with suppliers and making the most of events.
“We are working with sports wholesalers to package unique events that show another side of the Gold Coast including the Gold Coast Marathon, Sevens and V8 Event,” said Cameron.
She said 2012 was looking promising thanks to great support from partners, $699 sales and lots of interest from consumers.
“Couples are a larger market than families for us and there are different experiences and options for both markets. Trade are good at selling packages with airfare and accommodation plus some theme park tickets and car hire but they need to look at add-ons for couples.”
Cameron recommended the vineyards, cellar doors, cheese makers, local producers and experiences of Mt Tambourine and the hinterland where clients would have a lovely day meandering around. She said a range of food and wine trails offered an accessible way for visitors to get a taste of the area.
“Agents can’t make money selling the trails but they can sell a car hire and some accommodation and tell their clients about them.”
For the family market, all major theme parks have something new; Movie World has the Green Lantern rollercoaster, Dreamworld’s newest thrill rides are BuzzSaw and Shockwave, Sea World’s Jet Stunt Extreme show features some of the world’s best jet-ski performers and over at Wet ‘n’ Wild the SkyCoaster takes riders 53 metres off the ground and catapults them towards the giant wave pool at 100km/h.
Another key market for the tourism board going forward is the youth market aged 18-35 who are looking for some fun.
A hot spot for night owls is Sofitel on Broadbeach, where Room81 combines European video art and New York-sourced visuals with an innovative food and drink menu. Another popular stop is East nightclub at Broadbeach, which offers dance floors, exclusive booths, stage shows and artistic performances.
“The great thing about the Gold Coast is that there is always new product and it is always inventing itself.”
Gold Coast City Council's A$25 million foreshore redevelopment has reconnected Surfers Paradise with the beach and created a safer, more accessible public space - with improved recreational opportunities for pedestrians and cyclists. Features of the new design include four new toilet blocks, three beach shelters, a 20-metre-wide pedestrian promenade, barbecues, picnic areas and new and improved beach access points with disability ramps.
Another exciting development is the new Hilton Surfers Paradise, which opened in November. Surfers Paradise Marriott Resort & Spa has also invested A$20 million in a refurbishment. Meantime, Outrigger Hotels & Resorts has taken over the 23-level Holiday Inn. Cameron said the Marriott, Palazzo Versace and Sheraton have also undergone or are undergoing refurbishment. Public transport is also improving with the rapid transit system.
For agents keen to develop their knowledge of the Gold Coast, Cameron said mega famils were a chance to experience the product first hand. She also urged agents to get in touch if they were interested in self-famils.