More aggressive marketing in China has been identified by Mantra as the reason behind a major sales surge in Cairns over the Chinese New Year.
Sales have rocketed more than 200% over last year, according to Mantra, a figure artificially high following the huge bookings downturn last January as floods caused havoc.
But Mantra chief executive Bob East insisted marketing was also a major contributor to the improvement.
“We acknowledge that last year the weather factor played its part in the region, [but] despite that we were happy with our numbers leading into Chinese New Year 2011,” he said. “However the response to this year’s celebrations has far exceeded our expectations.”
A combination of Mantra’s own marketing in China together with tourism sales missions has helped raise the profile of the region, with Mantra “in market” at least five times during the year, East said.
As well as strong bookings for Manta Trilogy and Mantra Esplanade – which secured three times as many room nights than 2011 – increasing numbers of Chinese travellers headed to Palm Cove, the group said.
