Cairns
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It is good to be back in Tropical North Queensland – one of the ten biggest tourism-earning regions of Australia.
Tropical North Queensland is among Australia’s top ten regions where tourism matters more to the local economy than in regions elsewhere.
With that in mind, an industry that can innovate and diversify will be more resilient than one that does not.
So it’s my pleasure to launch a project that positions North Queensland as a tropical agri-food destination.
The Australian Government, through the TQUAL Grants program, was proud to contribute $446,000 to this project.
The funding for Advance Cairns and partners has delivered a branding and marketing strategy based on regional tropical food.
We’re here today to celebrate the successful outcomes from the funding starting with the new brand “Taste Paradise”.
So when you see the Taste Paradise brand you know you’ll be getting produce from this region.
The newly established Local Food Network has brought together producers, suppliers, chefs and retailers to help drive the brand further.
Additional activities from the project have included:
· Accreditation of tourism products and services wishing to carry the Taste of Paradise brand.
· A major food and wine event
· Small business skills training.
· Trade show opportunities
· Marketing support from Tourism Queensland and Tropical Tourism North Queensland.
There is clearly latent demand for tropical agri-food attractions – previous studies and research have shown that.
Visitors want the whole experience of Tropical North Queensland, and that includes its unique produce.
At the same time, the economic landscape is changing.
The reef – a long-term bulwark of the regional tourism industry – is impacted by climate change and urban development on adjoining land.
On top of that, changes in the dairy, tobacco, fishing and sugar industries have given tourism an opportunity to broaden its reach.
So more and more farmers are embracing tourism.
You have an opportunity to offer authentic, unique experiences, and this project will help to capitalise on the tropical agri-food theme.
It’s one of many projects which have been supported by the Federal Government to assist not only with the diversification of the region but to recover from the floods and cyclone.
Every cent of the $12 million State and Federal Government funding provided to Queensland following the floods and cyclone has been put to good use.
Images of Tropical North Queensland will be included in the Queensland “take over” of the MCG this month.
Apart from the MCG marketing push- you’ve had:
· marketing campaigns into NSW and Victoria,
· intrastate campaigns to get Brisbane-ites out and about again,
· a diplomatic tour headed by the Foreign Minister,
· a mega famil with more than 200 international media
· recovery workshops; and
· international marketing into a number of regions including China.
The China market
I’m in Cairns to open the Australia China Tourism Summit- the first event of its kind to be held in Queensland.
The outlook for inbound travel from China is extremely positive, with forecast average growth of seven per cent a year between now and the end of the decade.
That means 908,000 arrivals a year by 2020.
That’s why the Australian Government is investing in practical measures to attract more Chinese visitors including to Tropical North Queensland.
The Summit is part of our $30 million investment in marketing Australia to the Chinese travel market- I trust you will all enjoy the benefits of the event.
Conclusion
So, in closing, I wish Advance Cairns, Australian Tropical Foods, Southern Cross University, Tourism Tropical North Queensland, Tourism Tropical Tablelands and Cassowary Coast Tourism every success with the Taste Paradise project going forward.
We continue to look for innovative projects like this one, both at a community level with grants of up to $100,000 and at the strategic level with grants of up to $1 million.
Indigenous and eco-tourism are just two potential growth areas – broadening the industry to make it stronger.
Our support will help tourism companies and consortiums make an even greater contribution to economic growth.
I wish you every success with Taste Paradise as it develops further.
Thank you