Funding boost for Whitsundays tourism

  • Media release
23 June 2021

The Coalition Government is providing an additional $3.4 million to attract more Australian holidaymakers to the world-famous Whitsundays.

Member for Dawson George Christensen said getting more Australians to holiday in the Whitsundays would support local jobs and businesses.

“This funding will help the Whitsundays to pivot towards the domestic market and attract even more Australians to take a holiday here,” Mr Christensen said.

“We are working to get the message to all Australians to book a holiday at the Whitsundays to experience the best in Australian tourism.”

State Member for Whitsunday Amanda Camm, who was in Canberra for the announcement, said she welcomed further investment to boost tourism in the Whitsundays

“Our region has world-leading tourist attractions supported by the best tourism operators and workers in the business,” Ms Camm said.

The Coalition Government is providing funding for:

  • A national marketing campaign aimed at increasing domestic visitor numbers and driving economic growth of the region.
  • Supporting activities to increase exposure to the Whitsundays via the Australian Travel Trade Network, including trade training and campaigns.
  • A Whitsundays Product and Industry Development project that will directly assist the region's tourism operators to more effectively target domestic markets and attract more Australians to visit the Whitsundays.
  • The ‘Always On’ digital campaign to focus on the unique attributes and experiences on offer in The Whitsundays.
  • A Product and Industry Development Project to support Mackay-based tourism operators develop products and marketing more tailored to domestic visitors
  • Development of events designed to attract more interstate visitors over the next 14 months and beyond.

Minister for Trade, Tourism and Investment Dan Tehan said the funding injection was a win for the local economy.

“Our Government is encouraging Australians to book a domestic holiday this year, because every dollar spent on an Australian holiday supports a local business and a local job,” Mr Tehan said.

“Our funding to boost marketing for the Whitsundays will complement the 800,000 half-priced airfares provided by our Government to stimulate domestic tourist spending.

“We are supporting our tourist regions to support themselves by attracting more visitors to our world-leading local destinations.”

Tourism Whitsundays Chief Executive Officer Tash Wheeler said the Government's support would play an integral role in the industry getting back on its feet.

“Tourism Whitsundays is thrilled to have received this funding, which will support activity that will drive increased awareness of experiences in The Whitsundays, tactical conversion focused campaigns, trade engagement and continued industry developed to engage the domestic market,” Ms Wheeler said.

“This fund will help assist businesses and tourism operators who were heavily reliant on international tourism to adapt and evolve their products and experiences to suit our domestic market.”

Mackay Tourism CEO Tas Webber said the grants would support and build the capacity of tourism operators within the region.

“The grants will ensurethat operators are given the support needed to evolve their
products and marketing strategies to better suit a changed domestic market post
COVID-19,” Mr Webber said.

The funding is provided through Recovery for Regional Tourism (RRT) program, which is an initiative of the Coalition Government's $1 billion COVID-19 Relief and Recovery Fund.

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