Membership Prospectus 2019-2020
Who are we? Tourism Tropical North Queensland (TTNQ) is a critical marketing tool for your business and the greater region. As a not‑for‑profit, member-based Regional Tourism Organisation (RTO), we are responsible for promoting Tropical North Queensland to domestic and international markets. While our core goal is destination marketing dedicated to driving visitor revenue, we ultimately operate to support industry and the diverse product range we are so proud to offer here in Tropical North Queensland. To achieve our goals, we work side‑by‑side with Tourism Australia, Tourism and Events Queensland, Local Tourism Organisations, Cairns Airport Limited, Cairns Regional Council, Local Government Associations and our industry partners.
Tourism is at the heart of our story Tropical North Queensland is known as one of the most aspirational natural destinations in the world. It is the gateway to endless unique experiences set in some of the most beautiful bucket‑list locations imaginable. From the Great Barrier Reef, to the outback, through to the Earth’s most ancient rainforest, our landscapes are linked to a passionate community of storytellers. Tourism is also a major economic driver in Tropical North Queensland, contributing 11% of the gross regional product and employing one in seven people throughout the region, according to the Regional Tourism Satellite Account for 2016‑17. The destination welcomed 2.9 million visitors in 2018 who spent a record $3.5 billion, according to Tourism Research Australia. Domestic visitors are our largest market at 2.1 million. China is our largest international market with 206,000, followed by Europe with 156,000, North America with 134,000, Japan with 111,000, United Kingdom with 81,000 and New Zealand with 40,000. 2019/20 budgeted revenue by funding source Membership 607,019 – 11.5% Industry Co-Operative 871,500 – 16.5% Cairns Regional Council 2,400,000 – 45%
Cairns Airport 130,000 – 2.5% Business Events Bureau Funding (TEQ) 400,000 – 7.5%
TNF Funding (TEQ) 904,000 – 17%
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Our goals Our goals are ambitious but achievable as we work hard to ensure the region’s tourism marketing reaches a record expenditure of $3.5 billion by 2020. Our marketing, communications and partnership strategies are at the forefront of TTNQ’s priorities as we explore new digital and content horizons that are changing the way leisure and business markets consume tourism products. We initiate high‑level conversations with major airlines, tourism bodies, journalists, influencers, trade and online search engines who drive visitors to the region. In 2019, we have never been more committed to unlocking the story of Tropical North Queensland and sharing that success with our valued members. We believe the next 24 months will be some of the region’s strongest and most innovative results to date. Mostly, we continue our hard work to add value to our members in the hope we can lead the way for Australian tourism marketing best practice.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Our vision The greater dream for the destination is that we are known as one of the world’s most inspiring nature‑based destinations – the gateway to hundreds of unique experiences that must be experienced by domestic and international travellers alike.
Our mission We deliver hundreds of unique tropical experiences set in World Heritage landscapes and shared by passionate locals. These connect together as the DNA of the Tropical North and are our brand story.
Our greater story Our story is rich, authentic and beautiful as we celebrate the core pillars of the Tropical North Queensland brand in every story we tell. Every social post, advertising placement or content campaign we share will have nature at the core, with the reef, rainforest, ancient cultures and tropical vibes forming the pillars of our story. This is your opportunity to be included in the incredible story we are telling the world.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Why membership is important Membership comes in many forms but ultimately we are on this tourism journey together. The more that we unite and build an innovative community, the more we can shift conversation and visitation towards the region. The benefits of supporting regional tourism are powerful and exciting. Furthermore, being a part of a dedicated community can connect you to opportunities that would not normally arise. If you do one thing in 2019, we ask you to review the value of being connected to the industry that binds us all to this region. We believe the more consolidated we are as industry, the greater the results we can achieve together.
Membership benefits Some of the top‑line membership benefits you can access in 2019/20: • Access to TTNQ e‑communications to keep you up‑to‑date with the latest tourism news • Listing on destination website: tropicalnorthqueensland.org.au • Listing on corporate website: tourism.tropicalnorthqueensland.org.au • Discounted Australian Tourism Data Warehouse (ATDW) membership • Access and exposure to local, national and international trade contacts • Access to co-operative marketing opportunities in domestic and international markets .
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Member opportunities Some of the opportunities you can leverage as a TTNQ member include: • Promotion of your business nationally alongside major regional events • Promotion of your business through co-operative marketing campaigns • Participation in international and domestic sales missions • Participation in domestic and international trade and media familiarisation opportunities • Working in collaboration with other members to target specific markets or generate greater cut‑through
Membership resources Resources you can utilise to tell the story of your brand to consumers: • Educational workshops • Product development advice and assistance • Networking opportunities with other tourism operators • Access to research and statistical information as well as insights into key international markets • Image library access • Member logo usage
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Membership levels LTO Membership FREE This level of membership is available on a complimentary basis to all Local Tourism Organisation (LTO) and Local Tourism Association (LTA) members. This level of membership will connect you to your Regional Tourism Organisation (RTO) – TTNQ. Membership inclusions: • Digital membership certificate • Receive TTNQ e‑communications • Listing on consumer & corporate website • Invitations to TTNQ networking events • Image library access • Discounted subscription to Australian Tourism Data Warehouse (ATDW) • RTO accreditation points towards Best of Queensland Experiences program • Opportunity to submit key business announcements for inclusion in corporate newsletter (at the discretion of TTNQ) • Invitation to attend the TNQ Tourism Industy Excellence Awards – fees apply • Invitation to attend the TNQ Marketing Conference – fees apply • Listing on businesseventscairns.org.au – fees may apply Please note: This membership has no voting rights or eligibility to nominate for the TTNQ board.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Membership levels Ambassador of Tourism $150 An introductory membership suited to businesses across all industry sectors wanting a verified online listing alongside insights into TNQ‑led initiatives and regular updates on the local tourism industry. Membership inclusions: • Receive invitations to TTNQ networking functions • Digital membership certificate • Image library access • Industry event invites including market updates from Tourism and Events Queensland, Tourism Australia and other industry bodies • Listing on consumer and corporate website • Discounted subscription to Australian Tourism Data Warehouse (ATDW) • Opportunity to submit key business announcements for inclusion in corporate newsletter (at the discretion of TTNQ) • RTO accreditation points towards Best of Queensland Experiences program • Invitation to attend the TNQ Tourism Industy Excellence Awards – fees apply • Invitation to attend the TNQ Marketing Conference – fees apply • Listing on businesseventscairns.org.au – fees may apply Please note: This membership has no voting rights or eligibility to nominate for the TTNQ board. Ambassador of Tourism level supports one tourism product per membership.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Membership levels Partner of Tourism $1,150 Partner of Tourism is the beginning of a serious tourism partnership with TTNQ. Top‑line benefits include a verified listing, voting rights, inclusion in media/trade educationals, event partnerships, digital workshops, trade shows, Cairns Delegate Advantage Program and inclusion in newsletters. All Ambassador of Tourism benefits are included plus the following: • Social media collaboration opportunities • Hosting role for one of the monthly ‘Member Mingle’ social events, to showcase your product to the greater industry • Partnership opportunities with major and regional events • Opportunity for products to be included in leisure trade marketing updates • Access to statistics, research and insights • Invitation to participate in TTNQ trade missions, seminars and training programs • Consideration for inclusion in media releases, content articles and media referrals • Invitation to participate in destination marketing co-operative opportunities • Partner opportunities to host leisure trade and media education programs • Opportunity to participate in the Cairns Delegate Advantage Program • Ability to nominate for and vote on board positions at the AGM • Participation in industry marketing groups – invite only • Invitation to present your product to key TTNQ staff – invite only • Ability to nominate two votes on board positions at the AGM Please note: Partner of Tourism level supports one tourism product per membership.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Membership levels Partner of Business Events $3,750 This level of partnership is for members who have up to two products in the region (at the same business address) and are serious about creating impact for their business through tourism marketing. This level of membership also gains access to working with our region’s Convention Bureau, the Business Events Cairns and Great Barrier Reef team (BECGBR). BECGBR assist corporate, association and incentive planners to bring events to Tropical North Queensland. The team connects members with trade partners through educational programs and trade events, coordinate leads and bids, and market the destination to ensure it is top‑of‑mind. All Partner of Tourism benefits are included plus the following: • An invitation to present your business proposition to key TTNQ staff who are connecting with marketers every day • Invitation to participate in business events marketing opportunities including trade show participation and networking events • Inclusion of product/service in business events leads and bid activity where appropriate • Priority inclusion in site inspection activity of qualified business events buyers. • Listing on BECGBR website and other business events destination marketing assets • Priority to host business events educational programs • Access to performance data collected via Queensland Business Events Survey • Ability to nominate four votes on board positions at the AGM Please note: Partner of Business Events level supports two tourism products per membership.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Membership levels Champion of Tourism $20,000 This premium level of membership supports five tourism products per membership. At least two of the products must be based at the same location/ address. Champion partners are serious players in the tourism marketing strategy and are seen as major suppliers of tourism product for the region. This level of partnership will be exposed to high level tourism and event business activity, key research findings and tourism insights, invites to VIP key opinion leader meetings/briefings, plus access to TTNQ staff and contractors for key in‑market connection. All Partner of Business Events benefits are included plus the following: • Priority access to all membership benefits offered • One feature article per year on consumer website valid for one month. • Banner ad year-round on our consumer website (up to four changes). • Minimum one feature post per year on TTNQ social channels • Access to TTNQ destination content and presentations to assist with sales and marketing activities • Priority invitation to attend TTNQ international trade marketing activities • Access to TTNQ Board, CEO and GM for one‑on‑one meetings • Six‑monthly one‑on‑one strategy review meeting with CEO and GM • Invitation to attend exclusive meetings/functions with TEQ and TA Board and Executive Teams • Invitation to participate in TTNQ annual market strategy meeting • Access to detailed market research data to inform business decisions • Access to TTNQ in‑market contractors for market intelligence • Complimentary access to TTNQ meeting rooms (subject to availability) • Ability to nominate 12 votes on board positions at the AGM Please note: Champion of Tourism level supports five tourism products per membership.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
Corporate membership Supporter of Tourism $400 If you are corporate company wishing to connect with the tourism industry, this is the level for you. This level will keep you updated with TTNQ e‑communications and give you access to our image library along with research and statistics. It also includes a listing on the TTNQ corporate website and the opportunity to promote your services to other members. Invitations to TTNQ networking functions, marketing summits and industry events are also available under this membership level. • Receive invitations to TTNQ networking functions • Digital membership certificate • Image library access • Industry event invites including market updates from Tourism and Events Queensland, Tourism Australia and other industry bodies • Listing on corporate website • Opportunity to promote services to TTNQ membership (at the discretion of TTNQ) • Invitation to attend the TNQ Tourism Industy Excellence Awards – fees apply • Invitation to attend TNQ Marketing Conference – fees apply
Corporate Sponsorship $5,000 – $20,000 Tourism is everybody’s business with the industry using local trades, services and professions to help run their tourism business. This means the corporate sector also succeeds when visitor numbers are high and tourism operators are performing well. Contact us to discuss tailor‑made corporate sponsorship packages which showcase your support for the tourism industry.
Tourism Tropical North Queensland Membership Prospectus 2019-2020
TOURISM MEMBERSHIP – MEMBER BENEFIT DESCRIPTION
LTO MEMBERSHIP
AMBASSADOR OF TOURISM
CORPORATE SUPPORTER OF TOURISM
PARTNER OF TOURISM
PARTNER OF BUSINESS EVENTS
CHAMPION OF TOURISM
Cost
FOC
$150
$400
$1,150
$3,750
$20,000
Number of products for membership engagement
1
1
0
1
2
5
Eligible to nominate for position as board director
No
No
No
Yes
Yes
Yes
Number of votes at AGM
0
0
0
2
4
12
Digital membership certificate
RTO accreditation points towards Best of Queensland Experiences program
NA
Invitation to attend the TNQ Tourism Industry Excellence Awards
Fees apply
Fees apply
Fees apply
Fees apply
Fees apply
2 FOC
Invitation to attend the TNQ Marketing Conference
Fees apply
Fees apply
Fees apply
Fees apply
Fees apply
2 FOC
Listing on Convention Bureau website: businesseventscairns.org.au
Fees may apply
Fees may apply
NA
Fees may apply
Participation in industry marketing groups
Invitation to present your product to key TTNQ staff
Invite Only
Access to TTNQ in-market contractors for market intelligence
Complimentary access to TTNQ boardroom (subject to availability)
Receive TTNQ e-communications Invitations to TTNQ networking functions Image library access Invitation to industry events including market updates from TEQ, TA and other industry bodies Listing on destination website: tropicalnorthqueensland.org.au Listing on corporate website: tourism.tropicalnorthqueensland.org.au Discounted subscription to Australian Tourism Data Warehouse (ATDW)
Access to research and insights Opportunities to promote services to membership (at the discretion of TTNQ) Social media collaboration opportunities Hosting of member mingle to showcase your product to the tourism industry Partnership opportunities with major and regional events Opportunity for products to be included in leisure trade marketing updates Invitation to participate in TTNQ trade missions, seminars and trade training programs (fees apply) Invitation to participate in destination marketing cooperative opportunities (fees may apply) Consideration for inclusion in media releases, content articles and media referrals Partnership opportunities to host leisure trade and media educational programs Opportunity to participate in Cairns Delegate Advantage Program
Exclusive access to business events trade marketing opportunities Inclusion of product/service in business events leads and bid activity where appropriate Priority inclusion in site inspection activity of qualified business events buyers Priority to host business events educational programs Access to regional Queensland Business Events Survey data Priority access to all membership benefits offered One feature article per year on consumer website valid for one month. Banner ad year-round on consumer website (up to 4 changes). Minimum one dedicated social media feature per year on TTNQ social channels Access to TTNQ destination content and presentations to assist with sales and marketing activities Priority invitation to attend TTNQ international trade marketing activities Access to TTNQ, Board, CEO and GM for one-on-one meetings Six monthly one-on-one strategy review meeting with CEO and GM Invitation to attend exclusive meetings/functions with TEQ and TA board and executive teams Invitation to participate in the TTNQ annual market strategy meeting Access to detailed market research data to inform business decisions
NA
NA
How to become a member Complete the membership application form and email to membership@ttnq.org.au. Please note that new applications are approved by the TTNQ Board as a TTNQ constitutional requirement. If you have questions? Please contact our membership department to discuss your membership options. membership@ttnq.org.au | 07 4031 7676
Visit the TTNQ channels Corporate: W tourism.tropicalnorthqueensland.org.au facebook.com/TTNQindustry Destination: W tropicalnorthqueensland.org.au facebook.com/tropicalnorthqueensland @tropicalnorthqueensland @CairnsGBR Business Events: businesseventscairns.org.au @MeetInCairnsGBR Tourism Tropical North Queensland
Tourism Tropical North Queensland Membership Prospectus 2019-2020