In a stunning display of resilience and strategic pivoting, Tourism Tropical North Queensland (TTNQ) has transformed the dual crises of a global pandemic and a devastating cyclone into a record-breaking success story for the region.
Navigating the Perfect Storm: Pandemic and Cyclone
The organisation, which markets the Cairns & Great Barrier Reef destination, faced an unprecedented challenge when Australia closed its international borders on 20 March 2020, just nine days after TTNQ had launched a refined brand promise of ‘See Great, Leave Greater’. The coronavirus pandemic, following hard on the heels of the nation's devastating summer bushfires, had already stripped the region of international visitors, wiping more than $10 million in direct bookings.
Under the leadership of CEO Mark Olsen, who joined in 2019, TTNQ moved swiftly. They collected crucial economic data to demonstrate the region's heavy reliance on tourism, advocating for a tailored wage subsidy and broader business relief. This early advocacy proved critical. As then-Chair Wendy Morris noted, they were the first destination visited by the then Federal Finance Minister, Simon Bermingham, in the early days of COVID-19, leading to the development of a recovery package.
Their efforts were rewarded when the Federal Government announced a record $10 million in domestic marketing funding to help cushion the $5.8 billion blow to the local tourism industry.
Domestic Pivot and Constitutional Renewal
With international borders shut, TTNQ's focus turned inward. Under the guidance of incoming Chair Ken Chapman in October 2020, the organisation drove a domestic campaign that delivered extraordinary results. Domestic expenditure hit a record $3 billion by March 2022, making Tropical North Queensland the top-performing region in the state. This growth continued for six consecutive quarters, reaching $3.8 billion in December 2023.
This domestic success did not go unnoticed. In March 2022, the Federal Government announced $15 million in funding for global campaigns, with activities rolling out over the 2023-2025 financial years. Alongside this operational focus, Mr Chapman led a complete review of TTNQ's constitution, establishing a skills-based board. The organisation officially adopted its current name, Tourism Tropical North Queensland, on 11 January 2023.
New Leadership Meets New Challenges
The appointment of Experience Co CEO John O'Sullivan as Chair in 2023 coincided with another major crisis. Ex-Cyclone Jasper caused severe flooding, devastating tourism infrastructure, severing major road links, and closing the highway north of Palm Cove for five weeks. Once again, TTNQ amplified its advocacy to support a struggling industry.
Despite these compounding challenges, the organisation's strategic, long-term planning paid off in an extraordinary way. TTNQ concluded the 2024-2025 financial year by delivering 110 international trade campaigns. These efforts drove a record $281 million in direct expenditure for the Tropical North Queensland region, achieving a remarkable return on investment of 36:1.
Reflecting on five decades of operation, CEO Mark Olsen highlighted the organisation's philosophy. "TTNQ has looked for opportunity in every change to ride the bumps that are outside the organisation’s control and take charge of how we respond to it," he said. This mindset, coupled with decisive advocacy and agile marketing, has cemented TTNQ's role in securing a prosperous future for one of Australia's most iconic tourism destinations.
