Whitsunday tourism operators fight back with new marketing opportunities

Whitsunday tourism operators are fighting back from recent setbacks and have eagerly participated in a range of seminars to help stimulate both the domestic and international markets.

Tourism Minister Desley Boyle said Tourism Queensland and Tourism Whitsundays were working with local operators to bolster tourism in the region.

“On the heels of the successful 74 Islands Out of the Blue domestic marketing campaign a series of information sessions on domestic and international marketing strategies were being held, with the next sessions planned for November 11 and 12.

“Tourism operators are discussing topics such as how to ‘read’ the international and domestic markets and are given tips on how to make the most out of public relations opportunities,” she said.

“These regular information sessions are the latest component of a strategic tourism plan for the region.”

Earlier this year, elements of this campaign were ramped up in concert with the State Government’s $4 million tourism assistance package in response to the withdrawal of air services to key areas across Queensland, including more than 21 per cent of air capacity from the Whitsundays.

“We needed to move quickly to assist the Whitsundays industry,” Ms Boyle said.

“Tourism Queensland, Tourism Whitsundays and local operators, worked together on the domestic campaign which ran from July to September in region and metropolitan Queensland, New South Wales and Victoria.

“It included high profile billboards and newspaper and magazine activity in Sydney and Melbourne as well as print marketing in Brisbane and regional Queensland.

“Tourism Queensland’s Whitsundays site www.thewhitsundays.com.au was the call to action in the campaign and as a result received more than 25,000 hits – an increase of 41% compared to the same time last year.

“Of those who visited the site almost a fifth viewed the Whitsundays e-Holiday Planner online and more than 600 ordered hard copies of the 2008 Holiday Planner.

“It was a fantastic result for the 29 operators who took part in the campaign.”

Ms Boyle said it was vital the tourism industry continued to work together.

“In the current financial climate, the road ahead is difficult, not just in Australia but across the globe,” she said.

“It is important our tourism industry is equipped with up-to-date research, data and information on the current trends to ensure the most effective results.”

Ends

Media contact: 3224 2007 or 3225 1005

7 November 2008