General News
24 November, 2025
Shire needs Uncle Sam
BIG spending US and Canadian travellers are the target of the Douglas Shire’s tourism industry following Tourism Port Douglas and Daintree’s attendance at a key marketing conference.
TPDD executive officer Emma Tunnock said at Australia Marketplace North America, Port Douglas and the Daintree stood out as destinations perfectly aligned with the preferences of high-value US and Canadian travellers seeking longer stays, luxury experiences and the unique combination of Reef, rainforest and tropical village charm.
High value visitors
“The event highlighted both the opportunities and challenges in attracting high-value visitors from North America,” she said.
“While macroeconomic conditions remain uncertain, the sentiment was overwhelmingly optimistic: travel remains a top priority, spend is rising and Australia is well-positioned as an aspirational long-haul destination.
“For Port Douglas and the Daintree, the opportunities are particularly strong. Our Reef and rainforest dual offering, paired with a relaxed tropical coastal village vibe, resonates deeply with North American travellers seeking both immersion in nature and boutique-style luxury.”
Ms Tunnock said visitation from Canada remained below 2019 levels, but spend per traveller and length of stay were both increasing.
Canadians invest deeply
“Canadians are choosing to invest more deeply in their overseas trips, prioritising meaningful and extended experiences.
“Economic headwinds remain, but decreased travel to the US opens an opportunity for Australia to capture share – particularly through brand activity, which has been shown to directly influence awareness and consideration in Canada.
“Visitation from the US sits at 713,000, flat year-on-year, yet the value of this customer base continues to grow, up 10% year on year and 27% on 2019.
US No.1 market
“The US remains Australia’s number one leisure market, with American travellers demonstrating a strong willingness to prioritise travel spending despite global uncertainty.”
Ms Tunnock said Tropical North Queensland had the largest contingent of representatives of any region at the Australia Marketplace event, sending a clear message to buyers of its significance to the North American market.
“Within that, Port Douglas and the Daintree stood out as the most fitting for US and Canadian travellers – thanks to our Reef and rainforest dual offering, strong eco-credentials and history of trade engagement,” she said.
“From TPDD’s appointments, it was clear that affluent US travellers see the Daintree as a “must visit” and Reef experiences as essential.
Laidback atmosphere
“At the same time, Port Douglas’s tropical coastal village atmosphere – boutique, laid-back and distinctly different from large resort cities – resonated strongly with the market.
“There is real scope to grow length of stay, particularly among the high-end traveller. TPDD will be following up with suggested six-night itineraries that showcase the best of Port Douglas and the Daintree.
Michael Nelson of Pinnacle Marketing said Marketplace USA was again a key event in building and maintaining key relationships.
“The US market, in particular, has been strongly aligned towards Port Douglas for some time,” he said.
Great expectations
“The expectations from both the US and Canada are very well in step with what the destination has to offer across Reef, rainforest, First Nations and wildlife.”
Steve Edmondson of Sailaway said his business was “a key attraction in many agent itineraries to destination Australia”.
He said the US Marketplace was “a great and successful trip”.
Eleanor Jones of Thala Beach Nature Reserve said her business “already enjoyed strong recognition”.
“Port Douglas is a natural fit for American and Canadian travellers and we shared updates while encouraging visitation supported by enhanced airline connectivity through Fiji Airways into Cairns,” she said.
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