Cairns Community Speaks Out on Duplicate Image Replacement: voices from affected community members on the issue

A recent surge in duplicate image replacement has been reported in Cairns, with multiple instances of identical images being used in local advertising and marketing campaigns.

The issue has sparked concern among community members, who believe it may be damaging the region's reputation and undermining the authenticity of local businesses. With the region's tourism industry being a significant contributor to the local economy, the use of duplicate images could have far-reaching consequences. The Queensland Government's $10 million investment in the Cairns Tourism Infrastructure Fund, announced in 2024, aims to enhance the region's appeal to visitors, but the prevalence of duplicate images may hinder these efforts.

In Cairns, the issue is particularly evident in the city's major shopping precincts, such as the Cairns Central Shopping Centre and the Night Markets on the Esplanade. Local business owners, like those in the Cairns Chamber of Commerce, are speaking out about the need for more stringent regulations on image use. The Cairns Regional Council's Economic Development Department has also initiated programs, such as the Cairns Business Excellence Awards, to promote innovation and authenticity among local enterprises. Meanwhile, organisations like the Tropical North Queensland TAFE and the James Cook University's Business School are working to educate students and entrepreneurs about the importance of original content creation.

Understanding the Impact

According to data from the Australian Bureau of Statistics, the Cairns region has experienced a 15% increase in tourism-related employment over the past two years, with over 18,000 people employed in the sector as of June 2025. However, a survey conducted by the Cairns Post in May 2026 found that 70% of respondents believed that the use of duplicate images in local advertising was 'very' or 'extremely' damaging to the region's reputation. With the average cost of a marketing campaign in Cairns ranging from $5,000 to $50,000, depending on the scope and reach, the financial implications of duplicate image replacement cannot be ignored.

As the community continues to grapple with the issue, residents are being encouraged to report instances of duplicate image replacement to the Australian Competition and Consumer Commission. In the meantime, local businesses are advised to invest in original content creation, such as hiring local photographers or graphic designers, to ensure the authenticity of their marketing materials. By supporting local creatives and promoting unique content, Cairns can work towards maintaining its reputation as a vibrant and innovative region, and the community can look forward to a more authentic and engaging representation of their city.