Douglas region scores top destination from travellers for second year



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For the second consecutive year, Port Douglas and Daintree has taken out top spot from 700 tourism destinations globally in an audit conducted by strategic consultants Destination Think! Tourism Research Sentiment (TSI).

The report is based on millions of online comments from visitors measuring the sentiment behind destinations.

Tara Bennett, chief executive officer of Tourism Port Douglas Daintree, said to be the top-scoring destination by consumers, validates the efforts of the industry to continue to innovate, expand and meet growing consumer demand for nature based eco-tourism experiences.

“We know our visitors have been going home happy and are posting their messages and photos online as enthusiastic word-of-mouth ambassadors for our region,” she said.

“This is great news for our operators who, this research tells us, deliver inspiring travel experiences and sustainable practices, and should give us confidence about life after COVID-19.”

Ms Bennett said the Tourism Sentiment Index report provided a comprehensive analysis of what people were saying about the Port Douglas Daintree destination online.

“Insights from this data help guide our strategic planning, marketing and destination development to enable us to identify opportunities and gaps in destination delivery to shape the way people talk about Port Douglas Daintree in the future.”

The results of the report are based on millions of online chats from more than 500,000 sources, including media sites, forums, reviews and social media networks such as Twitter, Facebook, Instagram, Tumblr, YouTube and TripAdvisor.

The top drivers of conversation for Port Douglas Daintree were Nature Photography and Beaches and Shoreline, but the standout activity was snorkelling and diving, receiving a consumer sentiment score of 86, increasing 26 points from the previous year’s index report.

Mike Duffield, head researcher at Destination Think! said seven out of 10 conversations taking place around Port Douglas Daintree’s tourism offering in 2019 were actively promoting the region.

“At the core of it, no matter where you are in the world, a tourism destination brand is the sum of all stories people tell about it, and the #1 influence on travel purchase decisions is what our friends, our families, and our peers share,” he said.

“The TSI captures this sentiment and provides access to monitor the success and overall perception of a destination.” Mr Duffield said.

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