27 July 2010
Tourism Queensland has committed $100,000 to help attract tourists to the Cairns Indigenous Art Fair in August, Tourism Minister Peter Lawlor said today.
"Indigenous tourism is becoming increasingly popular, with many of Queensland's key international markets identifying a genuine indigenous tourism experience as one of their 'must dos' when visiting Australia," Mr Lawlor said.
"Tropical North Queensland already has some of the country's best indigenous tourism product so having a unique annual event such as the Cairns Indigenous Art Fair is a great opportunity to bring more visitors to the region specifically to have an indigenous tourism experience."
Mr Lawlor said Tourism Queensland was using the funds for integrated marketing activity which would encourage more visitors to the region in the lead up to the event.
"The campaign, coordinated by Tourism Queensland in partnership with Queensland Events, includes a range of initiatives such as pu blicity, trade engagement, digital marketing, print, radio, TV and in-flight advertising," he said.
"The marketing activities extend internationally with ads on experiencequeensland.com, the Royal Geographic Society Websites and in the Sunday Telegraph in the UK.
"Marketing collateral was developed for travel industry representatives to use at tourism events such as the Australian Tourism Exchange and a series of familiarisations have been organised for industry representatives to visit the region during the event in August.
"Tourism Queensland has also engaged international media, hosting an event for an indigenous artist in London and a pre-event familiarisation for a leading German print and radio journalist.
"The July edition of the Qantas in-flight magazine - The Australian Way also heavily features information on the event which is read by more than 400,000 people."
Mr Lawlor said the funding was part of a three-year, $6 million State Government commitment announced in 2009 for Tourism Queensland to develop and market tourism opportunities surrounding events in partnership with Queensland Events.
"In 2009, the Premier announced an additional $36 million in tourism marketing, $6 million of which would be for tourism marketing and development opportunities around existing and new events," Mr Lawlor said.
"This funding has already been used to help attract more visitors to a range of key Queensland business, sporting and cultural events such as the Noosa Food and Wine Festival, Gold Coast Airport Marathon, Valentino exhibition and Season of Sailing festival.
Far North MPs say they're looking forward to this year's event.
Member for Cairns Desley Boyle: "Last year more than half a million dollars worth of art work was sold, with income returning to artists and their communities.
"The event also injected almost $1 million into the Cairns economy - and that's just o ver three days," she said.
"We have the infrastructure, the cultural heritage and the natural environment that are all second to none in the world.
"Hosting the Cairns Indigenous Arts Fair is the icing on the cake as a signature event that will attract more visitors to the region."
Member for Barron River Steve Wettenhall: "It's important for Tropical North Queensland's tourism industry to look at new ways to promote its existing attractions to help bring new and repeat visitors to the region.
Member for Mulgrave Curtis Pitt: "The infrastructure, tourism product and natural environment are already there, so the Cairns Indigenous Arts Fair is a perfect example which draws on the region's existing indigenous culture and experiences to provide a signature event that will attract more visitors to the region.
Member for Cook Jason O'Brien: "Cairns Indigenous Art Fair is unique among international art fairs, bringing galleries together with Indigenous art centres at a major marketplace, which is complemented with dance, music, children's activities, talks and forums.
In the year to March 2010, 40,000 Australians participated in an indigenous activity in Tropical North Queensland, such as experiencing Aboriginal art or craft, cultural displays, or attending an Aboriginal cultural performance. A further 290,000 international visitors to TNQ participated in indigenous activities while on their trip within Australia.
For more information on the Cairns Indigenous Arts Fair please visit www.ciaf.com.au
