Cairns Regional Council Tourism Funding

Client: Cairns Regional Council

State: QLD


Cairns Regional Council (Council) were investigating the implementation of a visitor levy to assist in funding additional marketing investment to increase visitation to the local region. Council engaged AEC to undertake research and modelling to understand the potential economic impact such an increase in visitation may have for the local economy, in terms of visitor expenditure, Gross Regional Product (GRP) and employment (direct and indirect). AEC undertook literature review to identify the return on tourism marketing investment elsewhere in Australia to identify the potential additional visitation and visitor spend attracted, and developed Input-Output multipliers to identify the direct and and flow-on impacts.