Daintree Rainforest Queensland
2020 Case Competition TOURISM RECOVERY 2 0 2 0 C A S E C O M P E T I T I O N - T O U R I S M R E C O V E R Y
This case has been prepared for the sole purpose as for fulfilling the requirements of the UNSW Aviation Society x Tourism and Events Queensland 2020 Case Competition.63%
The UNSW Aviation Society thanks Diana Mulholland, Scott Russell and Therese Phillips from Tourism and Events Queensland for their assistance and support in planning and running the case competition.
The views presented in this case competition brief are of the author's and do not necessarily reflect the views of UNSW Aviation Society or Tourism and Events Queensland
Information in this case regarding Tourism and Events Queensland has been sourced from the Tourism and Events Queensland FY18/19 Annual Report.
Kalpowar, Queensland P A G E 0 2 2 0 2 0 C A S E C O M P E T I T I O N - T O U R I S M R E C O V E R Y
Table of Contents
Introduction 4 Brief 5 Key Dates 6 About TEQ 7 Present Initiatives to Recover the Sector 11 Timeline of Bushfire and COVID-19 Events 13 Recent Research 15 Additional Documents 16 Attributions 17
Great Barrier Reef, Queensland 2 0 2 0 C A S E C O M P E T I T I O N - T O U R I S M R E C O V E R Y
INTRODUCTION
Welcome to the UNSW Aviation Society x Tourism and Events Queensland 2020 Case Compeition. Due social distancing and restrictions of travel, this case competition will be fully presented and delivered by online means.
This case competition will challenge participants to think creatively and analytically whilst completing tasks with short deadlines. And for those participants who have completed AVIA2501 - Airline Marketing Strategies, allow for the opportunity to apply theory into a real life scenario.
More importantly, the case competition will foster for a greater appreciation of the cultural, social and economic importance of tourism to the state and allow for a informed understanding of the tourism market cliente and its characteristics.
CASE COMPETITION CONTEXT
The 2019-2020 Bushfire season and COVID-19 have inflicted unprecedented effects on our way of life and our economy. All sectors of business have been affected. Prior to the Bushfire season and COVID-19, Tourism Australia forecasted that in 2020 domestic and international overnight visitors will spend $134 billion AUD [2] in Australia. However after the devastating effects of the Summer Bushfires alone, the Australian Tourism Export Council estimates a in excess of $4.6 billion will be lost in 2020 [3].
With the easing of travel restrictions, the opportunity for the recovery of the tourism industry is nearing. This case competition will provide an insight into potential initiatives and schemes that tourism bodies can implement to encourage and restart tourism.
[2] Tourism Australia, 2019. Annual Report 2018/19. [online] Available at
[3] Thiessen, T., 2020. Australia Bushfires Burn Tourism Industry: $4.5 Billion As Holidayers Cancel. Forbes, [online] Available at:
BRIEF
YOUR BRIEF
Choose a Local Government Area in Queensland and develop a strategic plan for your chosen region that can be adopted by Tourism and Events Queensland (TEQ).
TIME CONTRAINTS You are given 66 hours to complete this case competition. Teams are to email their slides to [email protected] by 1200AEST on 28 May 2020. Presentation of slides will begin at 1400. Teams will be given 10 minutes to present and 2 minutes of question time from judges.
THINGS TO CONSIDER Research current/present Seek data to reinforce your ideas. attractions, events and Use models to express your ideas. developments in your chosen LGA. Consider stakeholders that may Use previous trends to identify and assist or benefit from TEQ in their develop key popular tourism recovery effort. activities and attractions. Show what needs to be done behind Utilise TEQ documents and reports the scenes inorder for your strategy to assist you. to be enacted.
WHAT THE JUDGES ARE LOOKING FOR Comprehensive analysis of the Ability to back your solutions industry Structured and well flowing Use of trends and data presentations with respective Acknowledgement and impact to presentation qualities direct and indirect stakeholders Adherence to time limits Innovative and realistic strategies
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KEY DATES
22 MAY 2020
1400 - Case Competition Workshops 1 Introduction to Case Competitions Modern Day Promotion Tactics
25 MAY 2020
1400 - Case Competition Workshops 2 Overview of TEQ Trends in Nature Based Tourism Edutoruism and Study Tours TEQ and Aviation Partners
1800 - Release of Case Competition brief
28 MAY 2020
1200 - Case Competition team slides to be sent to [email protected]
1330 - Team presentations. Order to be confirmed
1530 - Announcement of case competition winner
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ABOUT TEQ
TEQ VISION
TEQ looks to inspire the world to experience the best address on Earth
WHO IS TEQ
TEQ is the statutory body of the Queensland Government involved with marketing, destination and experience development and is the major events agency of Queensland.
TEQ RESPONSBILITIES TEQ is responsible for: Marketing Queensland and its destinations Building unique and appealing tourism experiences Identifying, attracting, developing and marketing major events for Queensland Researching and analysing tourism in Queensland
TEQ VALUES The values of TEQ include: Lead together One team Agile and responsive Go beyond
TEQ MARKETS TEQ has a presence the following regions: Mainland China Indonesia Malaysia Singapore Europe Ireland New Zealand Taiwan Region Hong Kong SAR Japan Nordic United Kingdom India Korea North America
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ABOUT TEQ
2019-2020 STRATEGIC PRIORITIES
TEQ has the following priorities for 2019-2020: Convert High Value Travellers (HVT) from priority markets Marketing the best address on Earth Maximise the value of Queensland's events calendar Connect consumers with meaningful and exceptional experiences Grow aviation access and capacity Optimise partnerships Be a high performing organisation
PREVIOUS TEQ CAMPAIGNS AND INITATIVES
Previous campaigns and initiatives led by TEQ include: Great Barrier Reef global campaign - scUBER (2019) Masterchef 2019 - Bringing Queensland's food story to life (2019) Ex-HMAS Tobruk - Promoting Queensland's dive experiences and broader nature-based tourism experiences (2018)
TEQ EVENTS CALENDAR
TEQ has indicated their intention to support the following events: Brisbane Cycling Festival (2019 onwards) Curiocity Brisbane (2019 onwards) SandTunes Music Festival (2019 onwards) Outback Queensland Masters (2019 onwards) The Curated Plate Culinary Festival (2019 onwards) The Ring Cycle (Opera) (2020) Association of Tennis Professionals (ATP) Cup (2020 onwards) World Masters Ultimate Championships (2020) ITU World Triathlon Multisport Championships (2021) Lifesaving World Championships (2024)
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TEQ: NRL MAGIC ROUND CASE STUDY
NATIONAL RUGBY LEAGUE
The National Rugby League (NRL) is the organising body of NRL Telstra Premiership that sees 15 teams from Australia and 1 team from New Zealand compete in Rugby League. Traditionally, the NRL's biggest events include the Grand Final held in October and Holden State of Origin series (of which is consdiered Australia's "greatest sporting rivalry." [4]
MAGIC ROUND in 2019, the Queensland Government (through TEQ) in partnership with Brisbane City Council (through Brisbane Marketing) secured a 3 year deal to host the NRL Magic Round.
The Magic Round comprised 16 teams playing 8 games across 4 days at Suncorp Stadium, Brisbane.
More than 116,000 fans attended the Magic Round with 48,000 fans travelling to Brisbane specifically to spectate the event. 3.8 million fans watched the event from televisions around Australia.
Over the 3 years, it is expected that the NRL Magic Round will contribute in excess of $60 million to the Queensland economy
[4] National Rugby League, 2020. About Us. [online] National Rugby League. Available at:
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ABOUT TEQ
EXPERIENCE PILLARS AND HERO EXPERIENCES
TEQ has identified 5 experience pillars that create the backbone of TEQ's creative strategy. Subsequently, hero experiences that reflect the "heart and soul" of Queensland accompany each experience pillars.
Experience Pillars:
Hero Experiences
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PRESENT INITATIVES TO RECOVERY THE TOURISM SECTOR
RECOVERY PACKAGE FOR COVID-19 [5]
The Queensland Government has pledged funds put towards recovery packages to help fund initiatives for businesses affected by COVID-19.
$27.25 million has been allocated to a COVID-19 recovery package that aims to provide relief from the impacts of COVID-19 and to safeguard jobs in the tourism and international education sectors. It is being provided through 4 areas: Business and industry support for small businesses, tourism operators Promoting Queensland holidays to domestic and international markets in collaboration with Tourism Australia Help with keeping jobs and businesses with the ongoing COVID-19 situation Support services for international students and impacted business
The recovery package consists of: A $7 million allocation to TEQ to promote Queensland holidays to international markets Allocation of $4.8 million to marketing activities to encourage visitors to the most hardest hit tourist destinations Fees and charges relief for tourism operators and hospitality businesses
[5] Department of Innovation and Tourism Industry Development, 2020. Disaster Recovery. [online] Department of Innovation and Tourism Industry Development. Available at:
PRESENT INITATIVES TO RECOVERY THE TOURISM SECTOR
SOUTH QUEENSLAND DISASTER RECOVERY [5]
The Australian and Queensland government has pledged $6 million to be allocated to a tourism recovery package to support business affected by the bushfires in the Scenic Rim, Southern Downs, Sunshine Coast and Noosa regions.
The recovery package is aims to support operators, improve infrastructure and promote the region for tourism purposes
BINNA BURRA RECOVERY TASKFORCE [5]
The Binna Burra Lodge was a heritage listed mountain lodge that was the area's biggest employer prior to the bushfire that destroyed multiple buildings. The lodge was frequented by eco-tourists including bushwalkers, school children and those looking to relax in nature.
Due to the cultural significance of the lodge and surrounding area, the Australian and Queensland Government has pledged $3.4 million to assist in the rebuilding and stabilisation of the site (including the stabilisation of soil and cliff faces and removal of trees).
[5] Department of Innovation and Tourism Industry Development, 2020. Disaster Recovery. [online] Department of Innovation and Tourism Industry Development. Available at:
7 SEPTEMBER 2019 Ignition of out of control blazes in 2019 - 2020 the South-Eastern and North Queensland regions threatening TIMELINE OF and destroying multiple homes BUSHFIRE AND 9 NOVEMBER 2019 [6] State of Fire Emergency declared COVID-19 across 42 Local Government Areas. [7]. Large bushfire damages homes EVENTS on Sunshine Coast [8] 11 NOVEMBER 2019 Large bushfire started near Toowoomba [9]. Air quality in Brisbane drops [10] 14 NOVEMBER 2019 14 homes destroyed in Yeppoon region [11]. Yeppoon is an entrance to the Great Barrier Reef 23 NOVEMBER 2019 State of fire emergency revoked 7 DECEMBER 2019 [12]. House fire spreads to bushland eventually destroying a container with fireworks near Ipswich [13] 24 DECEMBER 2019 Estimated 249,604 HA burnt and a total of 28 homes and 58 sheds destroyed [14]
31 DECEMBER 2019 Cluster of pneumonia cases reported in Wuhan, China [15] 18 JANUARY 2020 Heavy rainfall falls in Queensland's South East [16] 25 JANUARY 2020 First case of COVID-19 reported in Australia [17] 28 JANUARY 2020 First case of COVID-19 reported in Queensland [18]. 29 JANUARY 2020 Queensland Government declares public health emergency [19] 1 FEBUARY 2020 Australian government bans entry of foreign nationals from mainland China. Australian nationals returning from China are required to self-quarantine for 14 days [20] 3 FEBUARY 2020 Heavy rainfall falls in Queensland [21]
P A G E 1 3 1-11 MARCH 2020 Australian government bans entry of foreign nationals from 2019 - 2020 Iran, South Korea & Italy. Australian nationals returning TIMELINE OF from these countries are required to self-quarantine for BUSHFIRE AND 14 days [22]. 11 MARCH 2020 COVID-19 WHO declares COVID-19 a pandemic [23]. 19 MARCH 2020 EVENTS Australian Government closes borders to to all non-citizens and residents [24]. Qantas announces reduction in domestic services and termination of international services [25]. 22 MARCH 2020 Australian Government imposes the forced closure of social gathering venues (clubs, bars, cinemas, recreational centres). Cafes and restaurants limited to takeaway orders [26] 25 MARCH 2020 Queensland Government announces the closure of border to interstate travel [27] 29 MARCH 2020 Public gatherings limited to 2 people. People only allowed to leave their homes for shopping, medical or compassionate needs, exercise, work or education [28] 16 APRIL 2020 Number of positive COVID-19 cases in Queensland hits 1000 18 APRIL 2020 [29] Queensland Government offers Virgin Australia $200 million [30] 21 APRIL 2020 Virgin Australia enters voluntary administration [31] 2 MAY 2020 Relaxation of lockdown restrictions. Queenslanders allowed to drive within 50km of homes and limited recreational activities reopen [32]. 16 MAY 2020 Pubs, clubs, restaurants and cafes allowed to reopen for up to 10 dine-in customers. [19]
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RECENT RESEARCH
THE UNIVERSITY OF QUEENSLAND RESEARCH [33]
Research conducted by Associate Professor Gabby Walters from the University of Queensland Business School suggested that travellers are willing to travel domestically for tourism purposes.
The study consisted of 528 Australian participants. The study revealed the following: Participants wanted to support domestic tourism Participants preferred firstly coastal destinations and followed by country and regional destinations. City destinations were found to not be appealing. 50% of participants wanted to travel by driving. Millenials are eager to travel however older participants were not eager With current restrictions (study conducted prior to 24 April 2020), more than 80% of participants felt it was not safe to travel in Australia and 62% believed more than 50% of the participants want to travel domestically when restrictions are lifted. However that travelling domestically held an equal amount of risk to travelling overseas Participants were more wary of hygiene standards as a consequence of COVID- 19
[33] Univerity of Queensland., 2020. Sunny outlook for domestic tourism post COVID-19 restrictions, [online] Available at:
ADDITIONAL DOCUMENTS
Tourism Events Queensland FY2018/2019 Annual Report
Link: https://bit.ly/avsoc2020_CC_TEQAR1819
Tourism Events Queensland Plans and Strategy
Link: https://teq.queensland.com/about-teq- new/plans-and-strategies
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ATTRIBUTIONS
[1] Tourism Events Queensland, 2019. Annual Report 2018–19. [online] pp.https://cdn2- teq.queensland.com/~/media/7c94a90706564f18abe69b047c2eda0a.ashx?vs=1&d=20190924T154720. Available at:
[2] Tourism Australia, 2019. Annual Report 2018/19. [online] Available at:
[3] Thiessen, T., 2020. Australia Bushfires Burn Tourism Industry: $4.5 Billion As Holidayers Cancel. Forbes, [online] Available at:
[4] National Rugby League, 2020. About Us. [online] National Rugby League. Available at:
[5] Department of Innovation and Tourism Industry Development, 2020. Disaster Recovery. [online] Department of Innovation and Tourism Industry Development. Available at:
[6] Australian Associated Press, 2019. Bushfires: More Than 20 Homes Lost As More Than 70 Blazes Rage In Queensland And NSW. [online] The Guardian. Available at:
[7] Brisbane Times, 2019. Authorities Declare 'State Of Fire Emergency' In Parts Of Queensland. [online] Brisbane Times. Available at:
[8] Australian Associated Press, 2019. Peregian homes destroyed after ferocious bushfire rips through Sunshine Coast community. The Guardian, [online] Available at:
[9] Chen, D., 2019. Queensland bushfires destroy four homes in Ravensbourne, authorities say. ABC News, [online] Available at:
[10] Layt, S., 2019. 'Unprecedented' smoke health hazard: Residents urged to stay indoors. Brisbane Times, [online] Available at:
[11] Australian Associated Press, 2019. NSW and Qld fires: teenager accused of lighting destructive bushfire near Yeppoon. The Guardian, [online] Available at:
[12] StClair, M., 2019. State of Fire Emergency Declaration fully revoked across Queensland. myGC, [online] Available at:
[13] Billings, P., 2019. Fireworks explode during fierce bushfire. The Queensland Times, [online] Available at:
[14] Wahlquist, C., 2019. Australian bushfires: the story so far in each state. The Guardian, [online] Available at:
[15] World Health Organization, 2020. Pneumonia Of Unknown Cause – China. [online] Available at:
[16] Brown, N., 2020. ‘Very dangerous’ thunderstorm wreaks havoc in QLD as nation hit by wild weather. News.com.au, [online] Available at:
[17] Doherty, B., 2020. Coronavirus: three cases in NSW and one in Victoria as infection reaches Australia. The Guardian, [online] Available at:
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ATTRIBUTIONS
[18] Christmass, P., 2020. Coronavirus: First case confirmed in Queensland, bringing total in Australia to 7. 7 News, [online] Available at:
[19] ABC News, 2020. Queensland's coronavirus timeline: How COVID-19 cases spread around the state. [online] Available at:
[20] ABC News, 2020. Coronavirus travel restrictions block arrivals from China, as Government warns visas could be cancelled. [online] Available at:
[21] Doyle, K., 2020. BOM forecasts welcome rain to drench the east coast this week. ABC News, [online] Available at:
[22] Hitch, G., 2020. Coronavirus travel ban for Italy, Iran, China and South Korea extended amid global pandemic. ABC News, [online] Available at:
[23] Who.int. 2020. WHO Director-General's Opening Remarks At The Media Briefing On COVID-19 - 11 March 2020. [online] Available at:
[24] Murphy, K., 2020. Australian government moves to close borders as new coronavirus cases continue to rise. The Guardian, [online] Available at:
[25] Qantas, 2020. QANTAS GROUP OUTLINES CUSTOMER AND EMPLOYEE IMPACT OF CORONAVIRUS-RELATED NETWORK CUTS. [online] Available at:
[26] Worthington, B., 2020. Coronavirus crackdown to force mass closures of pubs, clubs, churches and indoor sporting venues. ABC News, [online] Available at:
[27] Cameron, D., 2020. Coronavirus QLD: State’s case total jumps by 60 to 319. The Courier Mail, [online] Available at:
[28] Daizell, S., 2020. Gatherings restricted to two people to slow spread of coronavirus. ABC News, [online] Available at:
[29] McDonald, M., 2020. QLD COVID-19 cases hit 1000 amid warnings of a new spike. myGC, [online] Available at: [30] Crockford, T., 2020. Queensland government offers $200m Virgin bailout – with strings attached. Brisbane Times, [online] Available at: [31] CNN Business, 2020. Virgin Australia enters voluntary administration. Richard Branson says it's 'not the end'. CNN Business, [online] Available at: [32] Valencich, G., 2020. Coronavirus Australia: Queensland lifts restrictions on handful of stay-at-home orders. 7 News, [online] Available at: [33] Univerity of Queensland., 2020. Sunny outlook for domestic tourism post COVID-19 restrictions, [online] Available at: P A G E 1 8 Fraser Island, Queensland UNSW AVIATION SOCIETY IS AN ARC UNSW SUPPORTED CLUB