For a new tourism CEO, the dream job in Tropical North Queensland swiftly transformed into a masterclass in crisis management. What began as an exciting opportunity in 2005 for incoming Tourism Tropical North Queensland (TTNQ) chief Rob Giason soon plunged into a period of intense turmoil, testing the region's resilience and ultimately forging a new path to success.
A Perfect Storm of Challenges
Rob Giason's tenure began with an immediate shock. Just two weeks after his arrival, TTNQ Chairman Cam Charlton warned that Japanese developer Daikyo, a company that had invested billions in local tourism infrastructure, was preparing to exit Cairns. Giason's first official function became a farewell for the Daikyo CEO.
The challenges rapidly multiplied. In June 2006, Australian Airlines withdrew from the market. A more devastating blow came two years later when Qantas cancelled its double-daily services to Narita, severing a vital artery for the region's largest inbound market. Japanese visitor numbers plummeted from 240,000 to just 100,000 annually, virtually overnight.
"We quickly entered a period of turmoil," Giason recalled. The organisation worked to bring in low-cost carriers like Jetstar to fill the gap, a move that faced initial industry resistance due to changes in booking models. Stephen Olle, who served as TTNQ Chair from 2005 to 2009, noted this shift was one of three major hurdles, alongside the Global Financial Crisis stifling inbound travel and the disruptive rise of Online Travel Agents.
Nature's Fury and Strategic Pivot
The economic shocks were compounded by relentless natural disasters. Cyclone Larry struck in March 2006, followed by Southeast Queensland's devastating 2011 floods and the catastrophic Cyclone Yasi that same year, which halted domestic travel. The final blow to the Japanese market came with the 2011 tsunami.
From this adversity, a new strategy was born. TTNQ leadership realised the urgent need to future-proof the industry. The plan moved beyond reliance on volatile leisure markets and focused on two key pillars: diversifying international market segments and aggressively pursuing major sporting and cultural events during the shoulder seasons.
This strategic shift found strong advocates in then Events Queensland CEO John O'Sullivan and Cairns Airport CEO Stephen Gregg. The formula proved its worth spectacularly. The inaugural Cairns Airport Adventure Festival, featuring an Ironman event, delivered an $8.8 million boost to the local economy in 2012.
Building a Resilient Legacy
The success of this events-based strategy snowballed, elevating Cairns' global profile. The region hosted the Mountain Bike World Cups in 2014 and 2016, culminating in the prestigious 2017 UCI Mountain Bike World Championships.
Rob Giason, who became TTNQ's longest-serving leader with eight years and three months at the helm, chose to stay through the hardest times, believing the industry needed stable leadership. The tough years taught invaluable lessons, resulting in a resilient framework that has since driven tourism growth for both Queensland and Australia.
"Valuable lessons were learnt during these tough years," Giason affirmed. The commitment to the region remains personal for Giason and his wife Leonie, who continue to call Cairns home, living the sales pitch they helped create. From the depths of crisis, Cairns carved a new identity, proving that opportunity can indeed be forged through adversity.
