Tropical North Queensland resilience attracts business events

Tropical North Queensland has bounced back after the devastating floods that wreaked havoc on the region in December 2023, and is using its story of resilience to inspire corporations to host events there.

The record floods came on the back of Tropical Cyclone Jasper that produced severe rainfall, destroyed homes and businesses and left 40,000 residents without power.

However, Cairns and the surrounding region has experienced a steady recovery in the months since then and the city is conveying this message of strength and resilience to entice corporations planning incentive events for international destinations to choose Tropical North Queensland instead.

Tara Bennett, Tourism Tropical North Queensland’s general manager of partnerships and events, says Cairns (pictured, above) has been identified by meeting planners as a destination aligned to the corporate values of companies wanting to support regions after a natural disaster.

“The speed that our destination gets back to business has impressed them and that resilience has helped Cairns to stand out against our competitors,” she says.

“Tropical North Queensland’s lush, green, tropical climate within a short domestic flight from all capital cities is enticing for southern corporations that realise an Australian destination is cost-effective and offers sustainability advantages.

“What is really exciting for our destination is that corporations are prepared to travel at the beginning of the year which is traditionally quiet for domestic visitation.”

Nick Millis, managing director of corporate at event management company MCI Australia, says many of the company’s corporate clients are expressing a strong interest in Tropical North Queensland as a business destination of choice.

“They were looking to go offshore with their reward and recognition travel programs, however the resilience demonstrated by the Tropical North Queensland region is inspiring and they want to support the region to assist with the viability of the tourism industry for the year ahead,” he says.

“Beyond supporting the local community and businesses, it has been the messages of resilience, agility and positivity demonstrated from the region during this challenging time that many of our corporate clients are connecting with in their own organisations.

“The destination and its community are an inspiration – our business events clients want to travel to the region and experience this passion for themselves.”

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