Thousands of Townsville locals will be able to enjoy 50 per cent off local tourism experiences as Townsville Enterprise Limited’s ‘Mates Rates’ campaign kicks off on Monday, an initial push toward recovery for the Townsville North Queensland tourism industry.
The campaign, which was originally planned to provide a pre-Easter boost, is now shifting to focus on recovery, aiming to drive immediate bookings for operators across the North.
Thanks to an additional investment by Tourism and Events Queensland, the discount campaign will now allow more bookings to flow through to the tourism industry.
Townsville Enterprise CEO Claudia Brumme-Smith is thrilled to be working with Tourism and Events Queensland on this initiative.
“We are thrilled to be working with Tourism and Events Queensland (TEQ) on this initiative now we’re squarely focused on recovery, and we thank TEQ and Queensland Government for their show of support as we collectively work to get the Townsville North Queensland region back on its feet,” Ms Brumme-Smith said.
“We know that natural disasters bring out the resilience of North Queensland and the spirit of mateship shines through – and it is this mateship that we are looking to reward with the Mates Rates campaign.”
“Having seen firsthand the success of this campaign in 2024, we know it works with locals uniquely positioned to make a quick decision and lock in a bargain local trip - now is the time to support our mates in tourism.”
“This is the first step in our recovery efforts for our industry and we are working with both the State and Federal Governments on longer term recovery activity, acknowledging the prolonged impact both negative media coverage and flood-affected infrastructure will have on our operator's ability to return to ‘business as usual’ right away.”
With a record number of registrations for the discount booking code, it is expected that the demand for these discounted offers to be higher than ever.
The popular Mates Rates campaign, which launched in 2024 and sold out in just 72 hours, offers 50% off all bookable tours, experiences, and accommodation via townsvillenorthqueensland.com.au.
Minister for the Environment and Tourism, Andrew Powell MP, said it was an important step in the Townsville region’s recovery.
“The Queensland Government, through TEQ, is pleased to support this initiative that is so important in taking early steps towards recovery from the devastating floods.”
“I encourage Townsville locals to get right behind the Mates Rates campaign and enjoy a staycation for themselves, which will provide a significant boost for the businesses and livelihoods that rely on tourism."
Tourism and Events Queensland’s Ollie Philpot said the campaign would bring broad benefits.
“Townsville has once again faced extraordinary weather impacts and we know this has tested the resilience of the local tourism industry and indeed, the whole community.
“The concept of ‘Mates Rates’ brings a double benefit – it helps get local businesses back on their feet quickly by getting visitors through the door in coming days and weeks, but it also gives locals a wonderful chance to get out and enjoy their city as they recover physically and emotionally from recent weather impacts.
“Tourism and Events Queensland is delighted to work closely to support Townsville Enterprise Limited to double the campaign budget and make a bigger impact for the tourism industry.
“It’s great to be launching this campaign now and there will be more activities to come to help boost the region following what has been a very challenging period for locals and businesses.”
Townsville City Council Acting Mayor Ann-Maree Greaney urged people to jump onboard the deal and discover what was hidden in their own backyard.
“As North Queenslanders well know, it can be raining one day, perfect the next, and as the sun comes out to play our tourism industry is ready to show locals and visitors alike why Townsville really does shine,” Cr Greaney said.
“Our region has so much to offer, we’re resilient beyond measure and have that North Queensland hospitality in spades, so it’s terrific that Townsville Enterprise and Tourism and Events Queensland have come together to literally halve the price of a local trip or world-class experience.
“I urge our community to jump at the opportunity to support our amazing tourism industry in a time where weather events can really take a bite at their bottom dollar.”
