Townsville North Queensland Region

Destination Tourism Strategy 2012 – 2016 Destination Tourism Strategy 2012 – 2016 Townsville North Queensland Region

The Townsville North Queensland region, with its strong population growth, continued strength in business development and positioning between the iconic tourist regions of the Whitsundays and Tropical North Queensland has a positive outlook for ongoing tourism development. The region enjoys a tropical climate and offers visitors a relaxing combination of city life, a growing array of events and natural and heritage attractions. Townsville North Queensland offers real diversity and real opportunity.

In 2016 the Townsville North Queensland region will be: Recognised as the proud, vibrant and thriving economic heart of North Queensland, the Townsville region is renowned for delivering enriching, entertaining and engaging visitor experiences year round.

Framework for Success

This Destination Tourism Strategy provides the framework to guide tourism industry development in the Townsville North Queensland region by coordinating stakeholders in a common direction to maximise the tourism potential of the destination so as to achieve a balance of economic, social and environmental outcomes.

For the Townsville North Queensland region to achieve its aspiration for 2016 it is critical that there is:

a coordinated approach to destination Marketing and Promotion;

innovative Product and Infrastructure Development across the region that delivers on the marketing aspiration; and

a tourism industry that is operating at the highest standards of service, safety and sustainability through effective Industry Development programs

TOWNSVILLE NORTH QUEENSLAND

Brisbane Destination Tourism Strategy 2012 – 2016

Key strategies that will drive sustainable destination Domestic Market Marketing and Promotion growth to 2016 are outlined below. Consumer Segmentation ¹ The Townsville North Queensland region will Target Markets be collectively promoted under the creative Connectors framework of Brand Queensland - a strategy All tourism development and promotional activity Connectors see holidays as a chance that ensures Queensland’s destinations is based on consumer needs. The following target to connect with the and experiences are positioned in a way markets for the Townsville North Queensland region people they care that focuses on competitive advantages include the current targets and those identified for most about. They will and connects with visitors. A cornerstone of development in order to achieve the region’s long often subordinate their the Brand Queensland strategy is four key own preferences in term potential. experience themes: Queensland Lifestyle; terms of activities to Islands and Beaches; Natural Encounters; Tier One: ensure everyone has a good time. and Adventure. The key attributes of the Connectors in Brisbane and Regional Townsville North Queensland region will be Queensland (600km radius of Townsville and Social Fun-seekers For this market, the showcased via these experience themes. including key centres of Cairns, Mackay and essence of a holiday Position the region as a centre for excellence for Mount Isa) is having a fun time. education, nature based and cultural tourism. While they do a lot of Business events and student groups in different activities, it is Ensure that the tourism industry leverages Brisbane and Regional Queensland sharing the experience the strong economic foundations that are with friends and other Tier Two: established for Townsville as a centre for holiday makers that Social Fun-seekers and Active Explorers in makes the difference. regional events and business visitation. Sydney and Melbourne Active Explorers Drive greater regional dispersal through New Zealand, United Kingdom, Germany Holidays are about marketing of key experiences to the touring and and France pushing boundaries youth travel market through the Great Tropical through challenging Drive and broader Drive North Queensland themselves via Business events, incentives and conventions campaign activities. in source markets of Sydney, Melbourne and physical activity. They enjoy the company Canberra. Drive awareness of the destination’s Reef and of others, but their Island experiences through the implementation Tier Three: focus is on exploring the extremes of their of the Great Barrier Reef Project. USA and Canada physical environment Ensure the region is at the forefront of digital and themselves. It’s New and Developing: and social media marketing trends. about feeling alive. China and Hong Kong Leverage the strong global media interest in nature-based tourism by ensuring the experiences of the region are recognised as part of the Great Barrier Reef and Wet Tropics. Strong alignment and connection with the brand and marketing activity of both Tourism ¹ Domestic target markets are based on Tourism Queensland’s Domestic Queensland and Tourism Australia. Consumer Segmentation Model adopted in 2008 Destination Tourism Strategy 2012 – 2016

Product and Infrastructure Development Current Trends

Grow destination appeal and deliver on the A strong exchange rate and access to low cost air travel is making it destination aspiration through the development easier for Australians to travel overseas. of innovative tourism projects, including the Catalyst Projects identified in the Townsville People are striving to achieve an emotional or personal achievement North Queensland Tourism Opportunity Plan ²: on their holidays; therefore, Queensland needs to differentiate their holidays by providing experiences that fulfil that desire. Townsville Entertainment and Convention Centre Australia is an expensive holiday destination relative to many of its key competitors and therefore needs to focus on competing on providing Townsville Cruise and Military Ship Terminal quality experiences and service and not on price.

Cromarty and North Queensland Wetlands There is a trend for shorter holidays with shorter booking lead times. Network

Magnetic Island Sustainable Destination

Townsville CBD Tourism Precinct

Palm Island Adventure Opportunities for Growth

Wallaman Falls EcoResort The following opportunities will need to be progressed for the Townsville North Queensland region to achieve its aspiration for 2016: Off Road Adventure Park Maximise the potential flow on benefits for tourism from resource Develop Great Barrier Reef product with a focus sector growth and respond to new experience segments. on learning and conservation. Improve public transport connectivity in areas servicing visitor hubs Prioritise infrastructure supporting the including Magnetic Island, cruise and ferry terminals and Flinders development of events and education based Street Mall. tourism opportunities. Continue the development and growth of the Townsville region’s Agencies and stakeholders to work in events and festival season. partnership and adopt a regional approach to prioritising key infrastructure e.g. Bruce Highway Ensure community and service infrastructure requirements keep pace weatherproofing and tourism related signage. with a growing population so as to support sustainable tourism growth.

Expand opportunities and business attraction efforts for cruise ship Industry Development and naval ship visitation.

Build the reputation of the destination for Improve visitor access to the Great Barrier Reef and islands. delivering quality product and service standards through industry development programs, such Gain wider community appreciation of the true value of tourism to the as: domestic and international ready, better local economy, social development and environmental sustainability. business practice, service delivery, digital ready Utilise the world class marine environment and national parks as a and crisis management. drawcard to the region.

Establish the Magnetic Island experience and Continue to grow the touring market with a priority focus on the broader Townsville North Queensland region self drive and youth adventure markets. as a leading ‘sustainable tourism destination’ Engage the visiting friends and relatives within this growing through focused sustainability and climate population and nurture advocacy and regional dispersal. change programs. Foster the growth of regional events embracing sports, arts Encourage operators across the region to and culture, underpinning the ‘Queensland Lifestyle’ elements develop product and experiences supporting of the region. the principles of ‘enriching, entertaining and engaging visitors’. Develop a Townsville, North Queensland education program aimed at growing visitation from regional Queensland schools. Prioritise the development of tourism ‘journeys’ throughout the region by reinvigorating the Promote Townsville region as a base for employment for working Great Tropical Drive product and experiences holiday visa sector. that disperse and connect with neighbouring Develop a comprehensive tourism access plan for the Magnetic Island destinations. National Park as a hero nature based attraction for the region.

Leverage Townsville’s strong business and corporate sector to grow tourism outcomes for events and incentives. ² For a full list of Catalyst Projects see the Townsville North Queensland Tourism Opportunity Plan available on tq.com.au/destinations Destination Tourism Strategy 2012 – 2016

Why Tourism? The Destination Implementation Tourism Strategy Tourism is part of the broader economic structure will be used as the The Townsville North Queensland Region in the Townsville North Queensland region and reference point for: Destination Tourism Strategy, in articulating the makes a significant contribution to the sustainable encouraging agreed tourism direction for the destination, development of the regional economy and stronger linkages provides the strategic platform for: community. and coordination across all levels guiding Tourism Queensland’s, Townsville In the year ending 30 September 2011 ³, the of government to Enterprise’s and other stakeholders’ individual ensure tourism Townsville North Queensland region was host to: planning and programs; and needs are addressed in policy, statutory 827,000 domestic overnight visitors; fostering the efficient, effective and coordinated plans and processes use of resources to grow sustainable tourism 109,000 international visitors; and and infrastructure development; development in Townsville North Queensland 1.4 million day trip visitors to 2016 stimulating This visitation in turn makes a significant leadership within Tourism Queensland and Townsville Enterprise contribution to the Townsville North Queensland the private sector working in partnership will be the key influencers to foster growth, regional economy with 4: in prioritising and advocating initiatives and actions quality, innovation and sustainable to achieve the intent of the Townsville North 4,000 jobs in the Townsville North Queensland tourism businesses Queensland Region Destination Tourism Strategy. region directly supported by tourism; and across Townsville Together, both organisations will work closely with North Queensland; tourism in Townsville North Queensland Local Government, key State Government and contributing $336 million to the Queensland promoting the value Federal Government agencies and the tourism economy of tourism and industry throughout the region in pursuing the economic benefits direction outlined in this strategy. (For more detail and current information visit to encourage tq.com.au/destinations) community support for sustainable tourism growth Reference and Supporting Material

The Destination Tourism Strategy is available online through the Tourism Queensland and Townsville Enterprise websites tq.com.au and townsvilleenterprise.com.au

A wide range of reports, plans, data and other information used to compile this Destination Tourism Strategy and critical to its implementation is also available on Tourism Queensland’s website.

³ Source: Tourism Queensland (2011) Townsville Regional Snapshot, year ended September 2011 4 Sustainable Tourism Cooperative Research Centre (2010) Regional Economic Contribution of Tourism Destinations in Queensland. (This most recent 2007-08 data came out of a major research study which produced the first set of estimates of tourism’s economic contribution at the destination level.) Key Contacts

Tourism Queensland 30 Makerston Street Brisbane Queensland 4000 Tel: +61 7 3535 3535 tq.com.au

Townsville Enterprise Enterprise House 6 The Strand Townsville Queensland 4810 Tel: +61 7 4726 2728 townsvilleenterprise.com.au