Proudly supporting local industry and delivering destination marketing initiatives for the Atherton Tablelands since 1986.
Atherton Tablelands Promotion Bureau Limited was established in 1986 under the auspice of the former four local government authorities governing the geographic region of the Atherton Tablelands (Mareeba, Atherton, Eacham and Herberton Shire Councils) with the objective to encourage the private sector to participate in, and be responsible for, the ongoing need to promote and market the region, to enhance product offerings, increase visitor numbers, encourage length of stay, and to provide an overall positive, visitor experience.
It is an Australian Public Company, industry lead, not-for-profit, limited by guarantee, membership-based organization. It is the official local tourism organisation for the Atherton Tablelands, the region that sits within the boundaries of Mareeba Shire Council and Tablelands Regional Council.
The organisation is managed by a Board of Directors, elected by the industry (members).
Today, Tourism Atherton Tablelands receives no funding from Tablelands Regional Council or Mareeba Shire Council. The organisation is supported by over 130 members and delivers activity that promotes the Atherton Tablelands as a holiday destination.
As the peak regional industry body for tourism, our purpose is to be a strong voice for the industry and the lead agency for delivering destination marketing activities for the Atherton Tablelands region.
For the Atherton Tablelands to be recognised as one of the world’s best self-drive destinations to engage with nature, culinary delights and adventure trails.
To operate with a sustainable business model and deliver value to members.
To deliver business outcomes based upon quality research, best practice and return on investment.
To grow tourist visitation and expenditure for the economic benefit of tourism and the wider Atherton Tablelands community.
To facilitate the development of sustainable tourism and genuine visitor experiences that showcases the region’s unique, adventurous and world-class natural assets.
To develop a strong and consistent brand that builds destination awareness.
To strengthen the capacity and integration of the tourism industry and develop partnerships to actively support visitor growth.
Tourism is the second largest economic driver for the Atherton Tablelands.
Destination marketing is a highly competitive industry and adequate funding is needed to enable any region to deliver effective initiatives.
Since 1986, local Government contributed funding to the local tourism organisation. In the early years, a commitment of anywhere up to $250,000 plus funding towards specific projects such as the production of the Discover Visitors Guide was committed to the local tourism organisation.
Since 2015, both Tablelands Regional Council and Mareeba Shire Council gradually reduced funding but membership has continued to grow making industry funding the highest revenue for the organisation.
In 2018, Tablelands Regional Council voted to withdraw funding ($25,000 p.a) from the LTO despite an extensive list of KPI’s being delivered.
Link to: Tropical Tablelands Tourism report to Tablelands Regional Council addressing the delivery of annual KPI’s, June 2018
Mareeba Shire Council followed a year later withdrawing their annual contribution of $25,000 from the LTO despite delivering significant destination marketing activities for the region.
Despite the lack of support from local Government for all-year destination marketing activity, it is through industry support, the membership base, future-proofing strategies implemented by Directors (members) plus an extensive digital asset library of marketing collateral, that allows Tourism Atherton Tablelands to continue to deliver effective and measurable activities for the benefit of the industry, and the wider community.