TTNQ launches global trade campaigns

Tourism Tropical North Queensland (TTNQ) has launched its first global trade campaigns for the ‘Cairns & Great Barrier Reef’ brand, partnering with Expedia and Trip.com.

It is targeting seven key international markets, including the UK.

TTNQ Chair John O’Sullivan said the global campaigns were among 20 campaigns being funded by the Australian Federal Government’s AUD15 million International Tourism Recovery Program funding*.

“TTNQ has never before had the funding to undertake such large-scale trade campaigns, enabling us to strengthen the region’s representation,” O’Sullivan said.

“This level of investment will drive the region’s recovery.”

The funding has already delivered over $3 million in gross sales after just three trade campaigns in Japan.

The campaign activity was closely aligned with Tourism and Events Queensland’s international initiatives such as its campaign ‘A Beautiful Way to Be’ (which ran in China) to maximise results for the region.

“Partnering with influential brands like Expedia and Trip.com will ensure our region is penetrating a highly competitive travel marketplace,” said TTNQ CEO, Mark Olsen.

The Trip.com partnership will be live in the UK, China, Singapore and Japan at various times until May 2024.

The Expedia partnership also targets the UK and Japan, plus the US, Canada and New Zealand.

There are currently 20 international trade campaigns live across the UK, Europe, China, Japan, India, USA, Canada and New Zealand.

The ongoing campaign activity complements TTNQ’s tourism trade engagement and training plus international roadshows. 

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