Tuesday 8 February 2011

What now for local tourism?

: Tourism Port Douglas and Daintree's executive officer, Doug Ryan.

by Mat Churchill

First it was flooding, now it's cyclones that are posing a threat to Queensland tourism. It seems that the industry can't take a trick at the moment.

So what now for local tourism?

Doug Ryan, executive officer of Tourism Port Douglas and Daintree (TPDD), said tourism bodies across the State are working overtime in an attempt to minimise the negative impact these events are having on an already struggling industry.

"The adverse marketing down south, which happens every year, didn't help us again," Mr Ryan said.

"Everyday I've been part of a group which has got together and we've discussed what the issues are and what's going on with the industry. . . .That was pre-the cyclone, and we were sending out information on what the updates were from that group.

"Now post cyclone, once communications get back up we'll be looking at a whole new ball game. I've been talking with TQ (Tourism Queensland) and TTNQ (Tourism Tropical North Queensland) on a regular basis daily about where we'll be going from here. There's a little bit more planning involved now. We're going to have to look at other ways of raising funding to get that impact into our markets.

"If this (the cyclone) had occurred during peak period it would have been devastating for us. It's still going to be bad."

Mr Ryan said that the domestic market will be an issue for the tourism industry as Victoria deals with its own flood crisis.

From an international perspective, Mr Ryan said that TPDD will use tools such as media interviews and videos, along with social media to help ensure accurate information is available to prospective visitors.

"Just straight after the Oprah stuff went to air over in the States I was talking to our reps over there and they were saying the wholesalers were having a big spike in bookings, which is really good. We've just got to make sure we don't get cancellations out of that. It's a matter of reinforcing to the marketplace that we're still operating."

Cancellations are already having an impact on TPDD members according to Mr Ryan.

"We've had feedback from members on a number of cancellations. It's interesting that the cancellations are for February and March which is the image of the cyclone season. That's something we've got to overcome.

"The ongoing bookings from then on are not too bad and there is still a flow on in bookings into the season," he said.

Mr Ryan said that there is a heavy reliance on larger tourism bodies such as TTNQ, TQ, and TA (Tourism Australia) to "spend the big bucks" to get information out to travellers.

"There has been a disaster strategy in place for quite some time both through TTNQ and ourselves. But because of our size we don't have the ability to get out into the marketplace in the bulk that it needs. This is the big issue that we have.

"Getting the message out there in the most effective way for us is through the press. This weekend we've got six media up here."

Mr Ryan said that the Chicago Tribune will be one of these major media outlets who he will be trying to convince that the region is still a prime tourist destination for US travellers.

Have your say!

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Monika Spicer, 20-02-11 11:48:

Case in point. Just opened the Sunday Telegraph in Sydney - Free "Shine" magazine - "This autumn in QLD" - every arrea is represented except ours? why? two lines on the Barrier Reef and Cairns -no accom deals, tour packages etc. How do we expect people to come -if we aren't covered?

Monika Spicer, 20-02-11 11:39:

I have been coming to Port Douglas for more than 10 years and moved here last August. I, to this day do not know where the TPDD office is? Whatever your strategy is, it does not seem to be working. All my friends all over the country (and overseas e.g. UK, Canada, Germany, Greece) wanted to know if we were flattened by Yasi. So clearly we are not getting the message out about what areas have been affected and which are safe to visit and operating as normal. People still want to come to QLD - they just think the whole place is a disaster area. This is what we have to focus on - a great place, with heaps to do, open for business, right now.

Doug Ryan, 11-02-11 09:31:

This is mainly for Dan and is regarding our strategy for tourism disaster recovery. Our strategy has three major actions. The first is to notify the industry that we are open for business and everyone is safe and keen to see visitors. What have we done to achieve this? Immeadiately after the floods along with Tourism Queensland we commissioned a 3.5 minute DVD which was excellently shot by David Vivian.
This DVD was posted on Youtube and distributed around the world by both TQ and ourselves. Our database alone reaches 7000 industry members and media. TPDD video was the first posted on TQ website.
We also used our extensive social network to post images and comments.
Post Yasi we under took the same actions. We are continuing to do so. As part of stage one of the strategy we encouraged all the industry to do the same with their databases.
Part two of the strategy was to engage the press to show that our region is ok. So how do we do that? We are currently hosting over the next 4 days 6 high profile domestic press. Directly following that we are hosting 4 US journalists. We have been offered free flights by airlines for journalist famils, and we are currently negotiating more visits.
The third part of our strategy is to lobby goverment and leading industry bodies. What have I done? Yesterday I met with the Deputy Premier Paul Lucas and later with DEEDI’s Director-General Ian Fletcher and Asst Director-General Paul Martyn (Tourism). The message I strongly put to all parties was that our region was suffering badly. I made a number of recommendations including further funding on top of the $10 million already promised for direct marketing of the brand of the region over 3 months, to continue making this destination aspirational, not cheap deals. I also pushed for economic development support with the waterfront development, the Sheraton Mirage and the Meridien Marina development. We also discussed immeadiate relief on land tax, reef tax, National park charges, BAS and tax exemption on leave pay if Australians holiday at home and much more.
I have met with our State and Regional tourism bodies and pleaded our case. I have further strategy meetings this Monday including TQ and TTNQ.
My office is always open Dan if you require further information why not listen to Port Douglas Radio Thursaday mornings at 8.20 for our tourism updates and if you miss those check our monthly tourism section in the Gazette. If all else fails become a member and receive our regular newsletters and updates. Hope this answers some of your questions. Cheers, Doug.

Tony Woodall, 10-02-11 14:26:

Like I said in this column last year. We need clear lines of communication with all of the Australian media and the most effective overseas media to immediately after a cyclone send them a news release stating that we are still in one piece and its business as usual.

Just make it as sensational as possible because that is what they feed on.

Dan , 09-02-11 16:55:

That sure is an tidy desk Mr Ryan for such a busy tourism marketer hot shot with the weight of Port DOuglas on his shoulders, haha. It truely is amazing that everytime Mr Ryan features in the media he is doing his absolute best to "showcase the region" or overcome the heat for travellers etc etc however there is always an excuse e.g. "There has been a disaster strategy in place for quite some time both through TTNQ and ourselves. But because of our size we don't have the ability to get out into the marketplace in the bulk that it needs. This is the big issue that we have.", Why not share this disaster strategy?? does it exist?.... If your size is too small or your resources too limited step down, bring in the professionals to get the job done, then prance around and take credit for their work because you were smart enough to make that decision...please!
I for one am starved for information regarding TPDD or TDPXYZ and feel they should share more info with the concerned townsfolk, who knows maybe someone may be smarter than Mr Ryan........ This is not intended to start a flame war just looking for more transparency. What are your thoughts?
Happy Dan

Mat Churchill, 09-02-11 11:15:

Good call Lisa. Lonely Planet's thorn tree is just another example of an online forum that people rely on for accurate info from people who have experienced it for themselves. In the end, if everyone from the transfer driver to the tour guide to the person serving the ice creams makes the visitor feel welcome then the word will spread. Just see our story today "Kiwis sing Port's praises". Says it all.

Lisa Skilton , 09-02-11 10:51:

Sell your town big time. We have been reading the Lonely Planet book on Oz for our trip starting next week where we will end in Port Douglas in April. I have read in there that unless you are a backpacker steer clear of Cairns to stay. We are not backpackers but looking at places we would consider moving to from the UK. This is why we are choosing Port Douglas for at least 5 nights! Promote in the Lonely Planet site or their forum (Thorn Tree forum)!

Marie Bell , 09-02-11 10:50:

I live in England and we came to Dunk to get married in 2003. Then and last year we stopped at Hibiscus Gardens Port Douglas. I love the laid back atmosphere, and especially the Iron Bar. I do remember in 2003 at 5:30am on our way to go white water rafting we saw people fighting and falling over near the beach. Our Driver said it was the nightclub!!

Tommy Young , 09-02-11 10:49:

Everytime a business be it a pub, nightclub or whatever tries to stay open later all the "old locals" kick up a fuss, if you ask me this town started dying when the nightclub closed. Young professionals with money on holiday don't want to be in bed by 12am

Daniel McGrath , 08-02-11 18:02:

I'm with Andy in that if there's more internet marketing (with discounted air fares, accommodation etc) it will definitely bring more people to the area. Having said that, I love it the way it is & wouldn't change a thing, other than maybe a decent bike path on the main road.

Leona Brown , 08-02-11 16:03:

Wow what a question! There is an assumption that the traders in Port Douglas at the moment do not consider that the number of tourists make their businesses viable. If these tourists do not have a good time then how do we expect them to give accolades to other future tourists. In retailing terms its called loss leader items. That being not necessarily making a profit, but encouraging a scene for the customer to return. Therefore for Port Douglas it requires more traders to be open longer and to nurture the client that comes through the door on the hope that they will return or at least send someone else to replace them!"

David Costello , 08-02-11 15:40:

Bring up the top performing agents for a famil. Show them what it really is like. Razzle Dazzle them.
Maybe a advertorial for the Port. Bring in the morning TV shows and have them see what it really is like - not what they imagine it is like!

Guy Besley, 08-02-11 13:07:

Quite right Fras, should nearly be compulsory for tourism operators in Port to get out of Port regularly and see what else is out there! We need to reinvent and become less arrogant! Then and only then may we have a chance. In short, we have huge opportunity in this new age of information and our time is right to use all tools available.

Fraser Davies, 08-02-11 11:33:

Hi all, Port Douglas is one of the 'great' destinations in Australia to visit without question! What PD needs to do though is recognise that it is one of MANY amazing destinations in Australia, for too long PD has held itself above all other areas but the truth is that other areas in Aussie and abroad have as much to offer and are far more competative in price. PD needs to look at what some other areas are doing to promote themselves, someone needs to sit down and take a deep look into other Tourism bodies, delve right in and see what others are doing, if PD continues to market itself the same way over and over and over the results will never change. It pains me to say it but PD also needs to grow! The lagoon pool idea is 10 yrs overdue, by the time council, community etc agree on something and then do it half the population up there will have died..... it needs to happen now - yesterday!!!!! The biggest issue tourists have for 6 months of the year is that the PD beach is virtually unswimmable, give them somewhere to sit on the coast, swim, relax and take in the surroundings. This will keep backpackers and other tourists up there for an extra week (or more), they eat, drink and shop... if PD keeps people in the town for longer others will reap the benefits.... PD also need to stop talking about 'Peak Season' and 'Off Season' people from all around the world travel all year round.... focus on promoting the venue FAR and WIDE, forget about the seasons - it is gorgeous year round! PD - be humble in what you have, it is a fantastically gorgeous place to visit but being humble about this will bring more people in!! Organise the MOTHER of all Famils (and call it that), get 100+ travel agents from all over and give them 4 days in PD, don't let them spend a sent, treat them like royalty, kiss there feet if you have too, make it stand out as the greatest famil in tourism history, something they will never forget, make it so out of this world that when they return to their homes all they can think about is Port Douglas and this my friends, will work!!.I hope this mission statement gets to the right people, Happy Days guys!!! Frase