Council makes $14.5M commitment to support tourism marketing

Tourism Tropical North Queensland: $3.525 million in the first year, increasing to $3.65 million in the following three years, expiring 30 June 2029Babinda Taskforce: $45,000/year for four-year term expiring 30 June 2029Babinda Visitor Information Centre: $12,000/year for four-year term expiring 30 June 2029Study Cairns: $100,000/year, two-year term expiring 30 June 2027, with two-year option expiring 30 June 2029Superyacht Group Great Barrier Reef Inc: $40,000/year for a four-year term expiring 30 June 2029

Council will inject $14.5 million into destination marketing over the next four years through its continued support of Tourism Tropical North Queensland (TTNQ).

The commitment to TTNQ was part of a package of funding agreements endorsed by Council yesterday, which included ongoing support for support Babinda Taskforce and the Babinda Visitor Information Centre, Study Cairns and Superyacht Group Great Barrier Reef Inc.

Council committed to increasing funding to TTNQ from $3.4 million annually to $3.525 million in the first year of the new four-year agreement, increasing to $3.65 million in the following three years.

The increased commitment recognises the importance of the local tourism industry to the region, and the critical importance of destination marketing in a globally competitive market.

Mayor Amy Eden said that Council was working to strike the right balance between supporting the tourism industry and being financially responsible with ratepayer funds, particularly when cost-of-living is a key issue for our community.

“Council’s investment in TTNQ will help grow the local tourism industry, which is critical to our city’s prosperity,” Cr Eden said.

“Tourism generates a total economic impact of about $1.8 billion each year and supports more than 15,300 jobs in the local economy.”

Tourism Tropical North Queensland Chief Executive Officer Mark Olsen welcomed the increased investment as the tourism industry entered one of the most competitive periods in decades.

“There has been a slower than expected global recovery of international travel and domestic travel has been incredibly competitive making every dollar that TTNQ can access to promote the region and drive conversion essential,” he said.

“In 2023-24 TTNQ delivered $56 of visitor expenditure for every dollar invested by Cairns Regional Council.”

Meanwhile, Council will deliver a $228,000 boost for Babinda over the next four years with funding agreements with two organisations.

Babinda Taskforce will receive $45,000 annually for the next four years to provide community support, and deliver business and economic development, training programs, and administrative services.

Council has also endorsed a four-year funding agreement of $12,000 annually for the Babinda Visitor Information Centre, which plays a key role in promoting tourism and providing essential visitor services in the township.

The centre is volunteer-operated and serves over 5,000 visitors annually, contributing to local economic growth.

Council has committed up to $400,000 over the next four years to Study Cairns to promote the region to the lucrative international education sector.

Study Cairns has played an important role in growing this important industry in the region.

Each year, an average of 1,700 student visa holders are in the region for long term study, about 680 students enrol in tertiary education courses for more than one year, and over 2,000 students arrive in Cairns on study tours.

Finally, Superyacht Group Great Barrier Reef Inc will be provided $40,000 annually over the next four years.

A not-for-profit peak industry body, the group continues to position the Great Barrier Reef as a premier superyacht destination.