Bundaberg Tourism 2019/20 Annual Report

VISITATION SNAPSHOT

CHAIR & CEO REPORT

DESTINATION MARKETING

VISITOR SERVICES

INDUSTRY SUPPORT

COVID-19 RESPONSE

www.bundabergregion.org | @visitbundaberg KEYSTATS

Our Role 2

Regional Visitation Snapshot 2

From the Chair & CEO 4

Board 6

Team 6 Community 7 DOMESTIC VISITORS 2019/20 In Review 9 Our Role Originally established in 1971 as a regional tourism and Destination Marketing 10 economic development body, today Bundaberg Region Trade 14 Ltd.’s key priority areas are focused on driving visitation to the destination, as we strive to build and maintain a Product & Experience Development 16 healthy and sustainable regional tourism economy. 18.9% Visitor Information Centres 17 PRIORITIES INCLUDE YOY COVID-19 Response 18 Product & Experience Development 760,000 overnight 12.9% Visitor Experience domestic visitors YOY Identity & Influence 931,000 domestic 50,000 visitors Upskilling & Training 23.5% across three Bundaberg daytrip visitors YOY Visitor Information Centres Marketing & Events

KEY FUNDING PARTNERS INTERNATIONAL VISITORS * YE Dec 19 TOP international 43,000 overnight source markets international visitors for Southern Great 4 Barrier Reef 20.7 nights average stay 1. United Kingdom 24,000 visitors 2. Germany 20,000 visitors $29million 3. New Zealand 16,000 visitors spent in region by 4. USA international visitors 11,000 visitors

NOTE: DUE TO COVID-19, 2019/20 STATS ARE NOT AVAILABLE Domestic & International Visitor Stats - Year ending December 2019 Source: Tourism Research Australia Top 5 International Source Markets - Year ending December 2019 Source: Tourism Research Australia Despite the restrictions on travel and border closures, we know that people were still dreaming and researching their bucket list experiences. The destination marketing team lead by Ellie Tonkin As the world comes to terms with what a ‘new normal’ see that Bundaberg residents are significantly more smashing their KPI’s once again this year, with a looks like, the Bundaberg region’s tourism and likely than the average Queenslander to agree that strong focus on consistent messaging, engaging business community has undoubtedly ridden the tourism has a positive impact on the community. audiences through fresh and relevant content and a rollercoaster of 2019/20 with the resilience, spirit and concentrated shift to driving conversion to industry entrepreneurship that has seen this region through Early November saw the launch of the 19/20 turtle through our digital channels. Visitors to the website previous hard times and makes it an extraordinary season in the newly developed Mon Repos Turtle increased by over 20% year-on-year and drove place to live and visit. Centre. Bundaberg Tourism has worked closely for Minister for State Development, Tourism and Innovation Kate hundreds of thousands of dollars of bookings to Jones and Bundaberg operators attending Australian Tourism more than 5 years with the QPWS team at Mon Repos operators online. The region reached over 4.4million The visitor economy is our region’s third largest in the marketing, publicity, and delivery of the nightly Awards 2019 people social media, more than 6million through industry and a vital contributor to economic growth Turtle Encounter. digital marketing, and millions more through and jobs across the Bundaberg Region. national and international media outlets thanks to the industry-supported PR program. See page 10 for Not only does the work at Mon Repos provide Together we welcomed over 1.7 million visitors to more insights into Bundaberg Tourism’s destination significant benefit to global turtle conservation, it the region in 2019, injecting $507 million into our marketing activity. is also recognised as an important nature-based regional economy. (Tourism Research Australia, 2019) tourism experience for Queensland. With 50 years With over 5000 local jobs supported by our industry, In the three Visitor Information Centre’s, Chantele of extraordinary turtle research and conservation tourism is a big part of what makes the Bundaberg Nelson and the team of staff and volunteer work at Mon Repos, along with a contribution of region tick and this number will continue to grow as ambassadors, pre COVID closure, assisted over approximately $8.5 million to the regional economy we look to the future. 46,000 visitor enquiries this past financial year. See each year through tourism, the $22million Mon Repos page 17 for more insights into Bundaberg Tourism’s Turtle Centre redevelopment presents a once-in-a- September 2019 saw the release of a refreshed visitor services. lifetime opportunity for the Bundaberg Region to be Destination Tourism Plan (DTP) for the Bundaberg recognised as a world class, year round ecotourism and North Burnett regions. And whilst the world has Whilst it is difficult to think of ‘celebrating’ the year experience. For those of you that have visited the new changed in the face of a pandemic, the foundational that was when the health of Australians and the Centre already, we’re sure you’ll agree, its spectacular! pillars of Green & Meaningful, Reef Custodians, and economy presents so much uncertainty, we are The building’s architecture and the enhanced Taste Bundaberg defined in the DTP, along with our thankful for the collective efforts of the Bundaberg interpretative design is truly remarkable and a strategic priority areas, still stand as our true north. region community, the strong partnerships nurtured welcome addition to the wonderful work delivered and the positive, resilient sentiment that the by the Rangers and volunteers on the beach for the In October 2019, the Bundaberg Region Social tourism industry has driven as we all navigate these Turtle Encounter tour. Indicators Report was released. This is a social extraordinary times. indicator study that monitors local community views On behalf of the tourism industry, Bundaberg on tourism, where Queensland residents are surveyed Ross Peddlesden, Chair & We appreciate the enduring partnership and support Tourism provided a submission and statement to the with a focus on understanding their sentiment Katherine Reid, Chief Executive Officer of Tourism & Events Queensland (TEQ), Queensland public hearing for the Parliamentary Inquiry into the towards tourism, their local area, and the impacts of Tourism Industry Council (QTIC), Bundaberg Regional redevelopment of the Mon Repos Turtle Centre, with tourism on their local area. We were encouraged to Council (BRC) and North Burnett Regional Council more information on the issues raised included on (NBRC). These key stakeholders help to shape the page 16. work that the organisation delivers, and we are looking forward to continuing to work together to The peak summer holiday period didn’t escape lead the sustainable growth of the region’s tourism the negative effects of the Australian bushfires industry maximising economic benefits for our GREEN AND REEF OWN THE TASTE and weather events, with a decrease in interstate businesses and communities. MEANINGFUL CUSTODIANS BUNDABERG BRAND visitation and then of course the beginning of the COVID-19 outbreak. With around 30% international With the challenges facing our tourism industry As the southernmost gateway to the Great Sustainability is at the forefront of the visitor By sharing the vibrant stories of our people, visitation to our Southern Great Barrier Reef islands Barrier Reef, the Bundaberg region is and uncertainty on what the next few years looks experience, with a strong community sense place and produce, we will enhance the committed to delivering an outstanding reef off Bundaberg, the closure of Australia’s borders of responsibility for the land, for the turtle Bundaberg region’s reputation as a quality like for global travel, we recognise that it’s now experience that is interactive, educational had considerable impact on the Bundaberg visitor population and for the Great Barrier Reef. agri-tourism destination. more than ever that we need to band together as and sustainable. economy and, within a few weeks, life as we knew it. Team Bundaberg, to work strategically, to market collectively and to unite as a single voice for the As the pandemic intensity increased, Bundaberg destination. And we look forward to the next 12 Tourism paused all interstate and active international months with energy and optimism. marketing and publicity and transitioned its operations to be focused on leading and supporting the industry as the situation continues to evolve. More about the COVID response and recovery activity can be found on page 18. Product and Experience Visitor Experience Identity and Influence Upskilling and Training Marketing & Events Development Ross Peddlesden Katherine Reid CHAIR CHIEF EXECUTIVE OFFICER

04 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 05 Providing strategic direction to the organisation is an elected Board of Directors representing the industry. Board The region has an extraordinary group of tourism Directors meet monthly and give of their time on a voluntary basis. Director positions are based on a two-year businesses working together for the region. rotation and fall due at each Annual General Meeting. BUNDABERG REGION SOCIAL INDICATORS REPORT 2019

The Report is a social indicator study that monitors local community views on tourism, and has bveen conducted by TEQ in 2010, 2013, 2017 and 2019. This report was released in October 2019 and can be found online here The Windmill Café Bargara’s Kirsty and Joey with The Windmill Café Bargara’s KirstyTourism and Awards Joey with 2019 Ross Peddlesden Teena Mammino Warrick Wright Duncan Littler Rhys Kummerow Katherine Reid,Katherine Bundaberg Reid, BundabergTourism CEO Tourism at the CEOQueensland at the Tourism Supporter Tourism Supporter Bundaberg Brewed Drinks Bundaberg Distilling Co Tourism Supporter Queensland Tourism Awards 2019 Queensland residents are surveyed with a focus on Chair Deputy Chair Treasurer Director Director understanding their sentiment towards tourism, their local area, and the impacts of tourism on their local area.

- The proportion of Bundaberg residents who ‘really like’ tourists continue to be significantly higher than the Queensland average and has increased from 59% in 2017 to 63% in 2019.

Tina McPherson Carly Clark Alex Cameron Sue-Anne Chapman - We also saw that 70% are happy to see continued Tinaberries Splitters Farm Water St Kitchen Bundaberg Regional Council growth in tourism development. Over half (52%) Director Director from October 2019 Director from November 2019 Director would like more tourists in their local area, this proportion has decreased since 2017, however it Lady Elliot Island Eco Resort at the Queensland Tourism remains above the Queensland average. Awards 2019 - Bundaberg residents are significantly more likely than the average Queenslander to agree that tourism has a positive impact on the community. Seven in ten (71%) of residents agree that tourism Team BT is made up of a hard-working and passionate team motivated to make a difference for our tourism has a positive impact on the community, compared industry, our communities and the broader regional economy. with 45% in Queensland.

Katherine Reid Chief Executive Chantele Nelson Visitor Services & Sales Manager QUEENSLAND TOURISM AWARDS NOVEMBER 2019 Sheryl Thompson Office Manager / Accounts Emily Cleaver Visitor Information Centre (VIC) Jessicah Mann Administration Assistant Coordinator The Queensland Tourism Awards recognise the Zoe Murch Childers VIC Supervisor outstanding achievements of the state’s tourism Ellie Tonkin Marketing Manager Kim Koplick Gin Gin VIC Supervisor industry, including individuals, businesses (industry SGBR Operators at the Queensland Tourism Awards 2019 Jon McPherson Digital Specialist Louisa Hyland Bundaberg VIC Supervisor operators) and events. Greer Zunker Marketing Coordinator April Dingle Bundaberg VIC Supervisor Maddison Clerke Marketing Assistant Holiday Experience Specialists The Awards are a submission and inspection based GOLD Connie Rixon Marketing Assistant Maddison Clerke, Cheryl Cooper, Sierra Darney, Sandi program and provide the opportunity to publicly Terri Taylor Industry Relations Officer Davis, EIke Grieving, Leanne Holyoake, Barbara Ries acknowledge and showcase Queensland’s finest - Tourism Wineries, Distilleries and Breweries – tourism operators. The Awards cover 30 categories Amanda Baxter Project Officer Bundaberg Rum ranging from attractions, events, tour and transport, Loni Hammond Project Officer - Steve Irwin Award for Ecotourism – Lady Elliot Island accommodation, restaurants, culture, marketing and more. - Tourism Restaurant and Catering Services – The Windmill Café Bargara In 2019, Bundaberg Tourism members gained state recognition with wins in the following categories at SILVER the Queensland Tourism Awards: - Tourism Attractions - Bundaberg Rum Distillery Experience - Steve Irwin Award for Ecotourism – Fun Over Fifty - Cultural Tourism – Fun Over Fifty

06 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 07 These awards are not a small undertaking and Bundaberg Tourism acknowledges the member operators who also nominated - 1770reef Great Barrier Reef Eco Tours, Lady Musgrave Experience and RM Williams Australian Bush Learning Centre (North Burnett Regional Council).

AUSTRALIAN TOURISM AWARDS MARCH 2020

The Australian Tourism Awards (ATAs) are the tourism industry’s peak Awards – recognising and promoting excellence in tourism. Winners of Gold in all categories of the State Tourism Awards become national finalists. In March 2020, three Bundaberg tourism operators competed in the ATAs. DE P A ST R E S ESTINATIO IN I GOLD R E D N A O A IC MARKETING T R - Tourism Wineries, Distilleries and Breweries – V I IT Y R O Y Bundaberg Rum IT E 233,000+ UNIQUE D N E A R S WEBSITE VISITORS S M R R T R O O S I A SILVER I O T E @VISITBUNDABERG N E R I C 3 R A T S I 4.39million+ reach P A - Ecotourism – Lady Elliot Island P I I V ACCREDITED R T K S 29,400+ followers I V R VISITOR INFO IO E E T V CENTRES SERVICING N S @TASTEBUNDABERG I 40,000 VISITORS A YEAR $5 MILLION + N FESTIVAL POSITIVE PUBLICITY 666,000+ reach G GROUP TRAVEL SUPPORT OUTSIDE OF THE REGION 6,990 followers TOURISM & HOSPITALITY 9 TV/PRINT MEDIA & ITINERARIES E EDUCATION SUPPORT ONLINE INFLUENCER

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Taylor Reynolds and Duncan Littler from Bundaberg O R O LEADERSHIP PROGRAM

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O P 17 ADVANCING WOMEN IN D MULTIPLE CO-OPERATIVE TRAVEL BUSINESS WORKSHOP DESTINATION MARKETING U TRADE FAMILS CAMPAIGNS CRISIS READY WORKSHOP C 15 T M COVID-19 TRADE-READY BUSINESS CAPABILITY A 12-WEEK MARKETING T & S OPERATORS WORKSHOPS Y R PROGRAM N T E P U K R E R 4 TRADE MISSIONS T R X P E S M A I P T INCLUDING EUROPE, E P O I U P O O N UK, & NZ D O R P E R R G N L R I T I E A P T V Y U IE Y E T N A D I S Amy, Peter, Julie & Chloe Gash from Lady Elliot Island Eco R R Y C E TR O R Resort at the Australian Tourism Awards E A ADE I T D DEVE ENT PR S E LOP M U V D E N LO I PM ENT

08 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 09 SUMMER CAMPAIGN 2019/20 CONSUMER MAJOR CAMPAIGN ACTIVITY

Digital Marketing Summer Season (September 2019 – March 2020)

Bundaberg’s ‘Always On’ digital and social strategy A Hero Experience for the Bundaberg region, the continued to drive significant benefits to the region by Mon Repos Turtle Encounter drives considerable MARKETING & PR RESULTS engaging digitally savvy travellers at multiple stages visitation to the region across summer. Bundaberg within the path to purchase in order the influence Tourism has been the exclusive ticketing provider decision making. for the Encounter for many years, and delivers a comprehensive destination marketing campaign PARTNERSHIPS & ADVERTISING Website to maximise the Encounter’s visitors, drive visitor PAGING FUN MUMS CONCRETE PLAYGROUND The destination website continues to significantly dispersal and encourage increased length of stay and NEWSXTEND expand our digital footprint and enhance our capacity overnight visitor expenditure. 952,000+ impressions 4.5 million+ audience 210,000+ campaign reach to deliver meaningful digital experiences to those 23,000 page views across Comprehensive campaign 2,970 page views across considering and visiting the Bundaberg region. The Significant work was undertaken in the lead up to Summer season to develop and implement destination website blog & social media destination website website attracted over 233,000 unique visitors, an 9 min 26 sec on CP page increase of 20.1% compared to 2018/19. Following a BookEasy’s Packages module on the website, 270+ conversions campaign redevelopment of the website layout to offer more and the marketing campaign promoted the easy- integrated content, these visitors stayed more than to-book holidays then available, combining Lady 8 minutes each and visited more pages than ever Musgrave Experience reef trips with turtle tickets and PR & MEDIA OUTCOMES LEADS TO before. accommodation. Targetting busy families in SEQ, the strategy drove the sales of 90 packages, comprising INDUSTRY Social Media 222 individual bookings to operators. 185million+ $1.7million+ Leveraging user-generated content through key total people reached advertising value $900,000+ The 2019/20 season saw the launch of the new Mon software integration has enabled the team to reach Repos Turtle Centre, and the encounter was at 79% TOTAL BOOKINGS nearly 4.4million consumers across Facebook and capacity, with over 26,000 people attending, and COVERAGE FAMILIARISATIONS Instagram, generating over 81,000 engagements. had an estimated regional impact of $9.5million. The Pedestrian TV The Guardian (UK) We also saw a 22.9% increase in our Visit Bundaberg INTO REGION packages season was impacted by the summer’s bushfires Holidays with Kids Chinese NZ Herald Facebook followers and a 57.1% increase in our Visit sold online events and then COVID-19, with more than 3,000 Queensland Times NT News (NT) 8 travel media 90 Bundaberg Instagram followers compared to 2018/19. fewer guests attending and 2,000 tickets available. Courier Mail Herald Sun (VIC) 16 travel trade hosted EDM 80% of visitors to the Encounter came from within Queensland Blog The Mercury (TAS) b o o k i n g s Queensland. The largest market was South East The Advertiser (SA) Food Wine Travel 19 operators involved for operators Considerable development of the consumer Queensland (49.5%) and then Bundaberg (16.7%), 9% 222 electronic direct mail (EDM) strategy saw a 30.5% from interstate and nearly 11% from overseas. increase in subscribers in 2018/19. 24 EDMs were sent, each tailored to key market segments, which SOCIAL MEDIA saw an impressive average open rate of 38.8% and EDM average click through rate of 11.3%, well above industry 12 STRATEGIC EDMS averages. $467,026 1,819,906 # +25% POTENTIAL ON INVESTMENT TOTAL SOCIAL MEDIA REACH 7,810 subscribers YOY 46.1% open rate 2019/20 REGIONAL IMPACTS OF +31.2% +22.1% 16.9% click rate 4,000+ 26,785 YOY 45,475 YOY M2019/20ON REPOS VISITORS MON REGIONALREPOS VIS ITIMPACTSORS OF new followers total social followers total engagements+ MON REPOS VISITORS MON REPOS VISITORS R E V 79% O $9.5 DESTINATION WEBSITE 26,079 of available estimated regional visitor expenditure Turtle Encounter visitors tickets sold E 149,000+ 522,000+ 927min HA N MO R T 91,000 uniue visitors page views av. time on site 89.2% 10.8% +22.2% +20.7% +12sec domestic international YOY YOY YOY visitors visitors Based on TRA Visitor Stats Y/E June 2019 QLD (80.3%) GERMANY (2.4%) Results for period of 1 September 2019 - 31 March 2020 SEQLD (49.5%) UK (2.1%) #Destination Think whitepaper - Potential On Investment for DMOs NSW (5.2%) USA (0.9%) + Total engagements = reactions, comments, shares & conversions VIC (1.9%) FRANCE (0.8%) 10 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 11 TASTE BUNDABERG FESTIVAL 2019 TASTE BUNDABERG FESTIVAL 2020 marketing and ticket sales of the event as part of our MEDIA destination marketing and visitor attraction strategies. After three successful years, Winterfeast underwent Due to COVID-19, the 2020 Taste Bundaberg Festival Visiting Journalist Program significant rebranding and restructuring in 2019 to was cancelled, but work is well underway to deliver The operational aspects of many of the individual become Taste Bundaberg Festival. the Festival under a new model in 2021. events will be undertaken by Event Partners who Part of Bundaberg Tourism’s PR strategy are media and apply to be a part of the official program. influencer familiarisations conducted in the Bundaberg The motivations behind this include challenges and Leveraging our agricultural heritage, abundant Region in partnership with tourism partners and Tourism opportunities highlighted in the 2017 Winterfeast produce grown & iconic brands, the Bundaberg This shift in scheduling and delivery takes into & Events Queensland. In 2019/20 Bundaberg Tourism Strategic Report, especially branding issues tied region has an extraordinary opportunity to enhance consideration the state’s focus on the Queensland hosted 9 media and influencers delivering millions of to the existing event name; operational challenges how we celebrate our culinary attributes. After food story and competing regional events over winter dollars in media value, with a further 10 cancelled due to facing the Bundaberg Tourism marketing team, Taste Bundaberg Festival 2019, event partners and and will work towards cementing the region on the COVID-19. particularly the PR value of a late-in -season event; stakeholders reviewed the opportunities of the food festival calendar for Queensland. fatigue faced by event organisers following ten days Festival and a new partnership and format was struck The program included: of multiple events; and audience competition due to to ensure the future viability and success of the event. the peak event season and school holiday timing of MARKETING COLLATERAL & DISTRIBUTION - The Australian’s Graham Lloyd and Vanessa the event. Returning to a ten-day festival format and delivered STRATEGY Hunter* (August 2019) in June, Bundaberg Regional Council will curate the - Paging Fun Mums blogger & influencer (November TEQ supported Bundaberg Tourism in the rebranding festival program, shaping the experiences to align Regional Collateral 2019) of the event. exactly with the brand proposition, and also develop and execute the marquee events. Bundaberg Tourism’s ongoing regional collateral - The Australian’s Jeremy Bourke* (December 2019) distribution strategy aims to promote dispersal of - Total Wild (January 2020) Bundaberg Tourism continues to conduct the visitors within the Bundaberg region. Key activities include ensuring joint SGBR collateral is available to - Escape’s Chantay Logan & Narelle Bouveng Visitor Information Centres (VICs) across Australia, that (January 2020) Bundaberg collateral is at VICs within a 400km drive radius of the region, a proactive distribution program - TEQ Influencer Courtney Atkinson and family* to regional businesses, and the availability of all of (January 2020) TASTE BUNDABERG FESTIVAL 2019 Bundaberg Tourism’s collateral for download from - Farmer Wants A Wife Germany (February 2020) bundabergregion.org. Collateral includes: - Weekender (March 2020) - Southern Great Barrier Reef Holiday Planner 2019/20 - Londoner in Sydney (June 2020) MARKETING & PR RESULTS - Bundaberg North Burnett Visitors Guide 2018/19 * in partnership with Tourism & Events Queensland - Bundaberg Region Visitors Map ADVERTISING - Great Barrier Reef Drive Brochure COVID-19 directly impacted famils, with a further 9 17,400+ 31 34 EVENT media famils planned for Taste Bundaberg Festival which were unable to go ahead. ATTENDEES EVENTS PARTNERS NEWSXTEND EVENTS 408,000+ impressions Bundaberg Tourism supports destination events, 16,000+ page views providing marketing and PR assistance, event PR & MEDIA OUTCOMES across website mentoring and strategic advice, and other support COVERAGE as required. A Destination Event is one that been 10million+ Courier Mail NEWS MAIL recognised as a major opportunity for the Bundaberg total people reached U on Sunday region, attracting out of region visitation and having a Weekend Extra 2 full page ads significant economic impact on the community. Escape (Australia) (April & June) FAMILIARISATIONS APN Network (Qld & NSW) In 2020, Bundaberg Tourism supported other regional INTO REGION Australian Traveller events with marketing assistance, including: Delicious Magazine RANDOM ACTS OF Courier Mail Indulge Magazine - Childers Festival (July 2019) Outback Travel Australia TASTINESS Childers Festival Cane Fire Tour Escape - Creative Regions’ Blood Gravy (July 2019) ABC QLD - Regional Drive News Corp ABC QLD - Early Morning Country AIRPORT ACTIVATION - Oceanfest (August 2019) - Pop Up Polo (August 2019) WEBSITE SOCIAL MEDIA CBD ACTIVATION - Heartland Festival (September 2019) - Milbi Festival (November 2019) 30,000+ 1,255,000+ BRUCE HIGHWAY - Auswide Bank Cycle Fest International (February UNIQUE VISITORS TOTAL SOCIAL MEDIA REACH BILLBOARD 2020)

12 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 13 TRAVEL TRADE FAMILS Nevertheless, the travel partners in-market worked closely with customers to re-book with the support Visits to region are a great opportunity for our of the Queensland Industry on flexible cancellation industry and trade partners to familiarise themselves regulations. This was particularly successful amongst SOUTHERN GREAT BARRIER REEF PARTNERSHIP received exceptionally well from consumers. with the destination and product, and a fantastic the specialists which maintain a great trust level with Australian Tourism Exchange (ATE) chance for our operators to build relationships with their clients. The markets have proven to be resilient The Southern Great Barrier Reef (SGBR) continues our travel trade partners. very quickly. The desire to travel remained unbroken to be a cooperative destination partnership between ATE brings together Australian tourism businesses, almost through the lock-down and ongoing crisis. Bundaberg Tourism and the Regional Tourism and tourism wholesalers and retailers from around The 19/20 travel trade famil program included: organisations in the Gladstone and Capricorn the world through a combination of scheduled Key activities in 2019/20 included: regions, encapsulating the southern gateway of the business appointments and networking events. It - TEQ’s international directors Kai Osterman - world heritage listed Great Barrier Reef. also provides international travel buyers with the Europe and Leigh Arredondo - North OOH Campaign with Cathay Pacific + Explorer opportunity to experience Australia’s tourism offering America (November 2019) Fernreisen - Billboards in Frankfurt, Munich + Stuttgart The Southern Great Barrier Reef partnership aims to first-hand through pre and post-event familiarisations. - 9 x Trailfinders UK agents and TEQ UK’s PR & (November - December 2019) grow the Bundaberg region’s international market Communications Manager Naomi Pedlow - Explorer POS Activities, Social Media & visitation, length of stay and expenditure, and our Around 1,500 Australian seller delegates from (November 2019) region’s reputation as the start of the Great Barrier approximately 550 companies, 650 key buyer Landing page (November 2019 - January 2020) Reef. delegates from over 30 countries, and 70 - TEQ’s Group Executive – Global Marketing Michael international and Australian media attend this global Branagh (December 2019) Online Campaign with Boomerang Reisen - Banner Advertising with CTA linking through to The United Kingdom, Germany, New Zealand and event, which was scheduled to be held in Melbourne - TEQ Great Barrier Reef Destination Team dedicated Boomerang Landing page (December the USA make up our region’s top four international in April 2020 but was cancelled due to COVID-19. (February 2020) source markets, with these being our priority for 2019 - March 2020) targeting marketing and in-market representation. - First Class Holidays UK travel agent - OOH Bus Advertising Düsseldorf (January - (February 2020) February 2020) TRADE MISSIONS - POS + Trade/Consumer Activities + Social Media: TRADE ACTIVITY DURING COVID-19 (November 2019 - March 2020) Queensland on Tour - Europe & UK - Consumer Newsletter (February 2020) Throughout COVID-19, Bundaberg Tourism has Editorial in Dive Magazine Unterwasser with Travel The SGBR attended Queensland on Tour UK/Europe been working actively with our regional and SGBR Essence (January 2020) 2019, a seven-day trade mission with 26 other operators to provide support during a period of Queensland RTOs and operators, engaging with the great upheaval in the trade space. Activities include Trade Training Roadshow with TUI (December 2019) UK/European tourism industry, including: working closely with QTIC and other bodies to lobby for clarity in the changing industry, developing industry updates and communications with our trade Integrated Marketing Campaign with Tour Pacific - one-on-one training with approximately 80 agents (Spring 2020) in Pforzheim, Germany; contacts, and creating opportunities for collaboration within the SGBR region between operators. - EDM - one-on-one training with approximately 60 Product Queensland on Tour - Europe & UK - Social Media Managers and agents in Paris, France; GREAT BARRIER REEF CAMPAIGN - Google ads - one-on-one training and networking events over The Great Barrier Reef Campaign continued in Inspiration Campaign Banner two days to another 70 Product Managers and - Advertising linking through to dedicated German agents in Salzburg, Austria; 2019/20, following on from its great successes in 2018-19. Focusing on increased visitation to the Great Blog (April - July 2020) - one-on-one training to 25 key Product Managers at Barrier Reef and adjoining destinations from the Australia House in London, UK; lucrative German market, the project is part of a multi- - group presentation to approximately 50 agents in year partnership between TEQ Europe and the seven London; and Regional Tourism Organisations along the Great Barrier Reef. - group presentation to approximately 50 agents and Product Managers in Manchester The campaign educates consumers and trade about Queensland on Tour - Europe & UK the diversity of premier experiences both on the Reef Trade Mission - New Zealand and on the adjoining mainland. It also highlights the ongoing commitments to preserve the Great Barrier In February, SGBR attended a Tourism Trade event Reef. The campaign will drive visitation to the Tropical in Auckland with TEQ to provide product updates to North Queensland, Townsville, Whitsundays, Mackay, trade partners in Auckland, including House of Travel, Gladstone, Rockhampton and Bundaberg regions. Go Holidays, Flight Centre and Air New Zealand. This was accompanied by attendance at the Flight Centre Enquiries increased strongly throughout the Expo with TEQ and with colleagues from the Gold and campaign, before flattened as the bushfire situation Sunshine Coasts, along with TEQ NZ Manager Mandy continued to be omnipresent in the media and finally Veale. The Southern Great Barrier Reef was the only collapsing when CoViD-19 hit. destination outside of the south east corner and was

14 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 15 Product and Experience Development CAPABILITY BUILDING PROGRAMS DEVELOPMENT The 2019/2020 has been an extremely challenging time for our visitor services, as we navigated - 18 participants in a 12-week Digital Marketing Bundaberg Tourism supported BRC’s presence at the through our response to COVID 19 restrictions and Program, delivered by Tourism Tribe with thanks to 2020 Asia-Pacific Incentives and Meetings Event implementation of safe operational practices whilst tourism network funding from both state and local (AIME) in Melbourne (preCOVID). At the event, delivering exceptional visitor services. We have government. we met with 24 event managers and professional seen a reduction of 52.5% of visitation numbers in conference organisers from around the world in comparison to last financial year, due to our centre - 17 participants in a 6-month Resilient Leadership pre-scheduled appointments, and participated in closures, and border restrictions both domestically Program, delivered by Tourism Institute of Australia, networking functions with buyers each evening. and internationally. with thanks to CQ Bushfire relief funding from the Queensland government. To build on the opportunities presented by this We welcomed 32,051 visitors through our three - Project Asia phase 2 – workshop + series of event, Bundaberg Tourism produced the region’s first centres, with a breakdown of 26,999 domestic podcasts for further developing the cultural Business Events Guide which can be found online travellers and 5,052 international travellers. capabilities of Bundaberg region tourism industry here. and business community. We offered 6 FAMIL excursions to our staff, Woodgate Beach famil ADVOCACY Ambassadors and Industry throughout 2019/ 2020 - Crisis Ready Workshop, delivered by Earthcheck including Woodgate Beach, Bargara Beach, North and QTIC The parliamentary inquiry into the redevelopment of Bundaberg, and a private tour of the Mon Repos the Mon Repos Turtle Centre held a public hearing in centre prior to its grand opening. - Over 30 participants in Business Capability Bundaberg, and our CEO presented on behalf of the Programs in partnership with QTIC and the tourism industry. Our Ambassadors play an integral role in our visitor Queensland Government. The programs support services, and although we made the challenging the tourism industry by building digital capability The submission to the inquiry focused on the other decision to pause their support during 2019/ 2020 empowering them to deliver a consistently high important elements in delivering a world-class visitor due to COVID 19 restrictions they supported the Childers Visitor Information Centre fit out standard of visitor experience. This second year experience, including the need for car parking, a cafe/ tourism industry with over 4,869 hours of service. of the program built upon the gains from year one, dining experience and collaborative partnerships for focusing on digital and trade capabilities, with one long-term sustainable management of the Centre - to Through support from the Bundaberg Regional on one mentoring and workshops. drive social, cultural, environmental and economic Council, our Childers Visitor Information Centre was benefits for the region. given a refurbishment enhancing the consumer experience and showcasing our region. Our advocacy along with the efforts of BRC has contributed to additional investment being committed With an invigorated focus on showcasing local for car parking at the Centre and we continue to products and produce, our 3 retail spaces support work with the Queensland Government and local over 30 locally operated businesses. stakeholders to ensure success of the Mon Repos Turtle Centre as a significant hero experience for the VOLUNTEER AMBASSADORS FOR 2019/20 region. Bundaberg VIC Connie Battley Peter Mulachy Brett Burgess Angus Watson Evelyn Bury Cheryl Cooper David Corfield Michael Geaney Janet Hermann Norma Jensen Paula Lavender Judith Mason Ngaire McRae Judy O’Donoghue Sheona Webster-Gorrie Maree West

Childers VIC Athol Rankin Barbara Grimes Sandii Bennett

Sue-Anne Chapman (BRC) and Ellie Tonkin at AIME Gin Gin VIC Cassie Davies Scott McCarthy Marie Robinson Karen Lawson Welcoming back our volunteers

16 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 17 Bundaberg Tourism worked closely with TEQ to leverage the campaign and take advantage of many opportunities offered to the region as part of this activity. This included a print package comprising In response to the global pandemic of COVID-19, and CRISIS MARKETING advertising and advertorial in the Courier Mail the national lockdowns from March 2020 affecting and content in the Big Book, distributed across businesses right across the nation, Bundaberg Tourism The Take It Away Project Queensland and interstate. Activity continues to commenced crisis management activities to support the occur in 2020/21. tourism industry and wider community to navigate the In response to the Federal Government requirement for uncertain and emotional times. all restaurants and cafes to only offer takeaway food, 2020/21 COVID-19 Support Package Bundaberg Tourism established one dedicated central Intensive industry support delivered by the organisation place for all local cafes, restaurants and other food Thanks to Bundaberg Regional Council’s ongoing included: producers to offer takeaway food, drinks and other support of Bundaberg Tourism, further COVID-19 produce during the Coronavirus restrictions. support for the region’s tourism and hospitality - information interpretation through the Industry businesses left reeling from the COVID-19 lockdowns Support and Safe Planning pages The community was able to access the best of the and travel restrictions was announced in June 20 region’s cafes, restaurants and foodie goodness at - dispersal of key information through BT’s A relief package of no-cost membership for home, supporting small businesses during this time The campaign aimed to encourage residents to corporate Facebook and EDMs Bundaberg and North Burnett businesses for the of great change and hardship. Listing on the webpage explore their backyard like 1.7 million tourists did in 2020/21 financial year was created. - business counselling was free of charge and open to any relevant operator 2019; to inspire home-town pride & sense of identity in the Bundaberg and North Burnett local councils through local economic activation; and to positively - industry advocacy - All 2019/20 financial members (as of 1 April 2020) had areas, regardless of whether they were a Bundaberg influence purchasing decisions to encourage their membership term extended to 30 June 2021 at no - business impact tracking through online survey Tourism member or not. economic recovery. and one-on-one check ins with operators cost; The pages saw over 7,500 pageviews by end of June - emotional and social connection through the The campaign leveraged social media, PR, content - New members who operate a business within weekly Friday Virtual Happy Hours 2020, and listed 67 local businesses. Social media and digital marketing to target residents and their the Bundaberg and North Burnett Local marketing ensured the page reached over 80,000 visiting friends and relatives Government Areas (LGA) are eligible for a special - training opportunities through Tourism Tribe (see people in this period. New Membership package, with membership fees Product & Experience Development on page 16) Put Our Backyard On Your Bucketlist waived until 1 July 2021; and - marketing resources including regional Zoom Content Marketing - New members who operate a business outside the backgrounds and the Simple Guide To Marketing Extending the Holiday at Home campaign, from June Bundaberg and North Burnett LGA boundaries will During Coronavirus Bundaberg Tourism posted regular digital content 2020 Bundaberg Tourism targeted our key 400km drive be eligible for membership at the 2019/20 rates. through our social media channels to keep awareness of market to inspire High Value Travellers to take a holiday - major new marketing initiatives the region high amongst consumers during lockdown, a in the Bundaberg region - Queenslanders supporting Additionally all co-operative investments in marketing time of increased social media usage and dreaming. Queenslanders. campaigns was waived until the end of August 2020, as the industry worked hard to drive visitors back With a key focus on resilience, the content shared good The campaign used social media, PR, content and into the region and through the doors of businesses, news and fun things that are coming out of the region to digital marketing to emphasis our unique selling tours, attractions and accommodation houses in the inspire future travel. points – the southern-most access point to the Great safest way possible and for economic recovery. Barrier Reef, the home to iconic brands, our culinary PR A SIMPLE GUIDE TO RESTART & attributes, our beautiful natural environments and our MARKETING REIMAGINE welcoming locals. DURING THE CORONAVIRUS CAMPAIGN OVERVIEW Bundaberg Tourism worked constantly with our media and industry partners to continue to distribute Good To Go positive news and pitch to journalists throughout lockdowns, resulting in national and international TEQ’s Good to Go campaign aims to inspire visitors distribution of destination and operator content to explore the very best of their own backyard and through multiple media outlets. reconnect with friends and family as travel restrictions eased. Marketing Tips Campaigns Holiday At Home Campaign Resources Getting Involved A core message of the campaign is built on the Assets & Messaging Assets & Resources As restrictions on businesses lifted across the premise that Queensland’s tourism industry is open, www.bundabergregion.org @visitbundaberg www.bundabergregion.org @visitbundaberg nation and with sentiment for domestic travel high, ready to welcome visitors and is following COVID Bundaberg Tourism called on locals to take a holiday Safe practices. in their own backyard from May 2020, encouraging them to share that “my backyard is my bucketlist”.

18 BT ANNUAL REPORT | 2019/20 BT ANNUAL REPORT | 2019/20 19 DESTINATION INFORMATION www.bundabedrgregion.org

@visitbundaberg #visitbundaberg - #southerngreatbarrierreef - #tastebundaberg

CORPORATE INFORMATION www.bundabedrgregion.org/corporate

@bundabergtourism