The Data Statistics and Numbers Behind the Story of Cairns' Image Replacement

Cairns has seen a 25% increase in tourism over the past year, with 2.5 million visitors in 2025, according to the Australian Bureau of Statistics. This surge has led to a renewed focus on replacing the city's outdated image with a more modern and vibrant one.

The need for a new image is particularly pressing now, as the city competes with other popular tourist destinations in Australia and abroad. The Far North Queensland region is home to some of the country's most unique and valuable natural assets, including the Great Barrier Reef and the Daintree Rainforest, and a refreshed image could help to attract even more visitors and boost the local economy. The Cairns Regional Council has launched several initiatives aimed at promoting the city and its surroundings, including the Cairns Esplanade redevelopment project and the Tropical North Queensland Destination Tourism Plan.

In Cairns, the push for a new image is being driven by local organisations such as the Cairns Chamber of Commerce and the Tourism Tropical North Queensland (TTNQ) industry body. The city's main street, Sheridan Street, is undergoing a revitalisation, with new shops, restaurants, and cafes opening up, and the nearby Night Markets are being refurbished. The Reef Hotel Casino and the Shangri-La Hotel are also investing in upgrades and renovations, and the Cairns Airport has seen a significant increase in flights and passenger numbers, with 1.3 million passengers in the first half of 2026, up 15% from the same period last year.

By the Numbers

A closer look at the data reveals some interesting statistics. The average cost of a hotel room in Cairns is $180 per night, according to data from the Australian Accommodation Monitor, while the average cost of a meal at a mid-range restaurant is $25 per person. The city's tourism industry is worth $1.1 billion annually, supporting over 10,000 jobs and generating $400 million in revenue for the local economy. The Queensland Government has committed $20 million to the Cairns Tourism Infrastructure Fund, which will support the development of new tourism projects and initiatives in the region.

As the city continues to grow and develop, it will be important to monitor these numbers and adjust the image replacement strategy accordingly. The Cairns Regional Council has established a Tourism Advisory Committee, which will provide guidance and advice on the development of the city's tourism industry. The committee will meet quarterly and will include representatives from local tourism operators, industry bodies, and government agencies. With the right approach and a focus on the numbers, Cairns can continue to thrive as a popular tourist destination and a vibrant and modern city.