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Mackay Destination Tourism Plan 2014-2020 2

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Mackay Destination Tourism Plan 2014-2020 2 MACKAY DESTINATION TOURISM PLAN Final Report June 2014 Executive Summary Tourism is both a major economic activity and Mackay itself is a relaxed tropical city and lifestyle driver for the Mackay region, and regional service centre, expanding rapidly on visitor expenditure impacts a number of key the back of a buoyant regional economy. The regional economic sectors. The overnight visitor local culture, dining and the arts, makes Mackay economy injects approximately $811 million of an ideal holiday destination for those wanting to direct and indirect expenditure into the get-away from the crowds and discover the destination each year, which, in turn supports unspoilt natural wonders throughout the region. over 7,510 jobs (direct and indirect). Its hinterland offers diverse cultural heritage and friendly bush towns. To help achieve Queensland’s 2020 target aspiration of doubling overnight visitor expenditure to $30 billion, the Mackay region Opportunities for Growth will have to contribute approximately $463M To grow and prosper as a destination and to not in direct expenditure towards this target. To only meet, but exceed its $463M target achieve this, a planned approach is required to aspiration for 2020 by $100M (an extra $112M harness key market segments to drive growth in from 2013 value), it is recommended that the the region. following markets be considered as key target areas for growth of the Mackay visitor economy: The Mackay Destination Tourism Plan has been prepared to provide the definitive direction for Primary: tourism and events in the Mackay region • Visiting friends and relatives (VFR) towards 2020, highlighting the resources • Business and leisure tourism events required to achieve the Queensland 2020 target, and create a sustainable and • Business travel (with leisure add-ons) competitive tourism and events destination. • Drive market • Intrastate and interstate fly-drive holidays The Mackay region offers an abundance of natural attractions including national • Tourers (incl. international, backpackers and bus tours) parks, gorges, the Great Barrier Reef, numerous tropical islands and beaches. Emerging: • International self-drive Extending from Cape Palmerston National Park and Sarina, northward to Midge Point, • Fishing & boating enthusiasts west beyond Eungella National Park and east • Mining and heritage enthusiasts to Credlin Reef, the Mackay region • Soft/relaxing/quiet satisfaction adventure encompasses the local government areas of seekers (mountain bike, motocross, diving) Mackay and Isaac. Its combined resident population of just over 144,000 is largely • Wildlife enthusiasts (domestic and supported by the mining and agricultural international) sectors of coal and sugar. By 2020 Mackay will be a community that values the liveability and vitality of its region and proudly invites visitors to explore its surprising range of leisure experiences. - Mackay 2020 Destination Vision Mackay Destination Tourism Plan 2014-2020 2 Destination Priorities program supported by an online The following priority strategies have been induction program / quiz and famils identified for the Mackay region. These • development of new product and priorities take into consideration the market events to grow the fishing, industry opportunities that have the growth potential to (mining and sugar) and heritage market reach and then exceed Mackay region’s 2020 niches target by $100M (an extra $112M). 4. Grow BUSINESS AND LEISURE 1. BUILD AWARENESS of the region’s TOURISM EVENTS through: natural assets through: • development and implementation of a • a major marketing and publicity Tourism Events Strategy program (including social media) • creating packages and pre/post touring • itinerary and packages through a itineraries for delegates/ participants/ domestic ready program spectators • a review of tourism and directional • development of cultural tourism signage (e.g. the airport welcome opportunities through promotion of statement) nationally significant public art trail 2. INCREASE LEISURE AIR ACCESS 5. Establish a CLEAR IDENTITY FOR THE through: DESTINATION: • supporting business events and VFR • review the ‘hero experiences’ for the programs destination and undertake a strategic • supporting the re-opening and publicity campaign investment in major accommodation • encourage development of products and attractions (Brampton Island, that support the ‘hero experiences’ and Lindeman Island, Keswick Island, Laguna enable access to the regions landscapes Quays) (e.g. platypus rivers, beaches with wallabies, reef island community) 3. INCREASE AVERAGE LENGTH OF STAY through a dedicated facilitation role in through: Council for iconic projects and events • supporting new product development • engage industry and make them brand and expansion of existing tours champions • building operators product knowledge through a dedicated education Mackay Destination Tourism Plan 2014-2020 3 Contents Executive Summary .................................................................................................................................... 2 SETTING THE SCENE ............................................................................................................................ 5 The Mackay Visitor Economy: Towards 2020 ............................................................................................. 6 What is a Destination Tourism Plan? .......................................................................................................... 7 Why Prepare a Destination Tourism Plan ................................................................................................... 8 The Role and Economic Contribution of Tourism and Events .................................................................... 8 Perceptions of Tourism and Events in the Community ............................................................................10 ABOUT THE DESTINATION ................................................................................................................ 11 Destination Profile ....................................................................................................................................12 Destination Hero Experiences and Themes ..............................................................................................13 Destination Vision and Brand ...................................................................................................................14 Competitor Analysis ..................................................................................................................................16 Delivering Community Vision through Tourism and Events .....................................................................18 MARKET OPPORTUNITIES ................................................................................................................. 21 Current Visitor Profile ...............................................................................................................................22 Market Opportunities ...............................................................................................................................24 Market Segments......................................................................................................................................25 TOWARDS 2020 ............................................................................................................................... 26 Vision and Goals .......................................................................................................................................27 What Does the Future Hold? ....................................................................................................................27 Destination 2020 Target ...........................................................................................................................29 Destination Growth Priorities ...................................................................................................................30 Contribution of Strategies to the 2020 Target .........................................................................................32 Implications of Growth .............................................................................................................................32 Challenges and Opportunities to Achieving the Vision ............................................................................34 Enablers of Success ...................................................................................................................................35 DESTINATION STRATEGIES ................................................................................................................ 36 Strategic Directions...................................................................................................................................37 APPENDICES ..................................................................................................................................... 45 Appendix 1: Mackay DTP Consultation List ..............................................................................................46 Mackay Destination Tourism Plan 2014-2020 4 SETTING THE SCENE Mackay Destination Tourism Plan 2014-2020 5 The Mackay Visitor Economy: Towards 2020 The Mackay Region is perfectly placed to not Tourism in the Mackay region is worth only meet, but exceed, the 2020 target of approximately $451M1 in direct
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