Business
27 November, 2024
$20m sales for visitor mecca
SALES of $20 million and generating $40m in advertising are highlights of Tourism Palm Cove’s 2023-24 year.
Newly-elected president Matthew Cork said, working with Tourism Tropical North Queensland (TTNQ), an estimated $20m in sales was generated for Palm Cove and the Northern Beaches through collaborative campaigns with Expedia, My Queensland, and 95 international trade initiatives.
“Furthermore, we approximated an advertising value exceeding $40m as a result of our domestic and international publicity efforts, which included prominent features such as ‘Sunrise at Palm Cove’ and coverage in Escape magazine, among others,” he said.
Mr Cork said the year started with the establishment of a new committee.
“The primary objective was to return to foundational principles, as indicated by a prior survey that revealed members desired support, a return on investment and a focus on destination marketing for Tourism Palm Cove (TPC),” he said.
“The committee initially operated with a diminished membership of 26 individuals, however, through diligent efforts, our membership has now increased to 50, including corporate partners.
“We have successfully forged strategic partnerships with various media organisations, wholesalers, and event organisers, thereby enhancing our outreach and effectiveness in the tourism sector.”
Mr Cork said after the redesigned website was launched the total number of users reached 27,014, reflecting a decrease of 19 per cent compared to the previous year.
“The total number of views was 79,093, indicating an increase of 10 per cent from the prior year,” he said.
“The number of click-throughs to members’ websites amounted to 6229, signifying a substantial increase of 212 per cent compared to the previous year”.
TPC will be taking part in 12 campaigns in 2024-25, including a spring-summer campaign with Expedia, a discounted flight promotion with Webjet and three low season incentive campaigns.
On the strategic front TPC is:
Driving demand – advocating for an increased allocation of domestic and international marketing funds for our region at local, state, and federal levels
Reasons to visit – establishing an events bid fund within the Cairns region to foster the development of new and emerging events, including business-related activities
Sense of arrival – implementing strategic entry statements and roundabouts along the Captain Cook Highway
Advocating for new experiences – demonstrating potential through the Wangetti Trail stage one and actively pursuing comprehensive funding for the Smithfield mountain bike project
Williams Esplanade assessment –conducting a thorough review of traffic patterns, parking and pedestrian safety considerations extending to the year 2050
The jetty and Double Island – advancing the finalisation of the jetty review and the comprehensive Double Island masterplan.
