Tourism Atherton Tablelands is continuing to push ahead with its successful destination awareness campaigns for the region following the announcement Tablelands and Mareeba local government councils had decided to pursue their own destination marketing arrangements.
Eddy Nye, chair of Tourism Atherton Tablelands (TAT), said it was business as usual and the local tourism organisation was about to kick off several exciting projects to lure visitors over the next year and beyond.
The announcement earlier this week (October 22) that Mareeba Shire Council and Tablelands Regional Council would pursue their own destination marketing arrangements follows a three-month tender process.
“Naturally, we are disappointed that Tourism Atherton Tablelands will not receive the annual contribution of $25,000 from Tablelands Regional Council and $25,000 from Mareeba Shire Council for destination marketing,” Mr Nye said.
“However, we will continue to engage and be the voice of the Atherton Tablelands tourism industry, working in partnership with our regional tourism body, TTNQ.
“We will also continue to work with both councils to ascertain what destination marketing activities they will each be undertaking on behalf of tourism operators in their respective areas, how this will benefit the region and how the organisation can support their efforts in this space.”
Mr Nye said TAT had sought and received external funding for a number of exciting projects, including a digital showcase of regional tourism operators, experiences and local communities.
“We will continue to work with our members to deliver innovative social media and traditional promotional campaigns that support our industry,” he said.
“We thank our members for their continued support and we remain very positive for the future. We know the industry and work closely with regional TTNQ, leveraging opportunities through its networks.”
Mr Nye said Tourism Atherton Tablelands was an energetic and forward thinking organisation. Recent successful initiatives included the new destination brand, the Atherton Tablelands’ Discover Perfect campaign, a new website with enhanced digital features, product brochures and a concierge service.
Tourism Atherton Tablelands was introduced earlier this year as the new brand for the corporate arm of Discover Atherton Tablelands. The bold move away from ‘Tropical Tablelands Tourism’ was designed to better align with the destination brand and other tourism organisations in the wider region.
About Tourism Atherton Tablelands:
- Members of the organisation are elected by members to the Tourism Atherton Tablelands Board of Directors for their experience, tourism industry background and passion for the industry. The board’s primary role is to set the strategic direction of destination marketing that benefits members and the wider community.
- Atherton Tablelands Promotion Bureau Ltd was established in 1986 under the auspice of the former four local government authorities governing the geographic region of the Atherton Tablelands.
- Since incorporation, the Bureau has evolved by encouraging the private sector to participate in, and be responsible for, the ongoing need to promote and market the region, enhance product offerings, increase visitor numbers and length of stay, and overall positive, visitor experience.
For more information on the organisation, visit tourism.athertontablelands.com.au.