Queensland's Tourism Network

Queensland’s Tourism Network: Information paper March 2018

1 Introduction Queensland’s tourism network is extensive, consisting of government, industry associations, and over 54,000 tourism businesses servicing approximately 24 million visitors . This paper outlines the roles and responsibilities of the various entities contributing to success in Queensland’s tourism network. Clear roles and responsibilities for the various levels within the network are essential. Unclear roles or failure to adhere to them can lead to fragmentation across destinations and the poor use of resources.

Current structure Queensland’s tourism industry comprises the state tourism Visitor Markets organisation, Tourism and Events Queensland (TEQ), 13 regional tourism organisations (RTO), numerous local tourism organisations

(LTO) and tourism businesses. Leadership is provided by TEQ, the Regional Tourism Organisations Regional & Local Department of Innovation, Tourism Industry Development, and the Commonwealth Games (DITID), Queensland Tourism Industry Council (QTIC) and around 18 industry associations within the Local Government Local Tourism state focused on advancing tourism. and Community Organisations Collectively, these organisations in partnership with all levels of government, tourism and aligned industry and commercial stakeholders, aim to build Queensland’s tourism and events Tourism Operators industry, foster innovation, drive industry growth and boost visitor expenditure. Underpinning the industry structure are the Queensland and Department of Innovation, Tourism Australian Government tourism strategies. Tourism Industry Development and Events Advancing Tourism: 2016-20, growing Queensland jobs, is the and the Commonwealth Games Queensland State Queensland Government’s plan to grow tourism and jobs. It seeks to capitalise on the opportunity afforded by unprecedented growth in tourism to increase market share and boost tourism jobs by Queensland Tourism Industry Council targeting four priority areas: and Industry Associations • grow quality products, events and experiences; • invest in infrastructure and access; • build a skilled workforce and business capabilities; and Austrade • seize the opportunity in Asia. National Tourism Beyond 2020 is Australia’s whole-of-government and Tourism industry long-term strategy that provides the framework for Australia building the resilience and competitiveness of the tourism Department of Foreign industry and growing its economic contribution. Affairs and Trade

2 Roles and responsibilities • Department of Transport and Main Roads Works to implement the planning, management and delivery of Queensland’s integrated transport environment, which includes supporting National ferry services to islands and providing tourism signage. Australian Government • Department of State Development, Manufacturing, Tourism Australia (TA) is the Australian Government agency Infrastructure and Planning is responsible for state within the portfolio and the Department of Foreign Affairs and development, manufacturing, economic development, urban Trade, responsible for attracting international visitors both for growth and regional planning. DSDMIP also manages programs leisure and business events to Australia. TA operates in around for priority industry sectors, as well as the recovery and 16 visitor markets and activities include consumer promotions, reconstruction of Queensland following natural disaster events. trade shows, PR and media, online communications, consumer research and industry programs. Tourism and Events Queensland (TEQ) Tourism Australia’s role includes: TEQ is Queensland’s lead tourism marketing, destination and experience development and major events agency. • influencing people to travel to and throughout Australia; The primary functions of TEQ are: • increasing the economic benefits to Australia from tourism; and • to attract international and domestic travellers to travel to and within Queensland through • helping foster a sustainable tourism industry in Australia. a. the promotion and marketing of Queensland; and The Australian Trade and Investment Commission (Austrade) b. tourism experience and destination development; plays a key role in promoting Australia as an attractive investment destination, which includes facilitating investment • to identify, attract, develop and promote major events for the in the tourism industry. State that a. contribute to the Queensland economy; and b. attract visitors to Queensland; and State c. enhance the profile of Queensland; and Queensland Government d. foster community pride in Queensland; The Department of Innovation, Tourism Industry Development, • to work collaboratively with DITID and other local and state and the Commonwealth Games (the Department) works in government agencies and the Queensland tourism industry, partnership with Tourism and Events Queensland and the including the 13 RTOs, to identify opportunities and deliver tourism industry to grow visitors, yield and jobs, and to create on the State’s priorities; a business environment conducive to a strong, profitable and globally competitive tourism industry. • to conduct research into, and analysis of, tourism in Queensland. The Department is responsible for tourism industry development, innovation and the Commonwealth Games. The • Strategic priorities identified for delivery by TEQ for 2017- department also leads implementation of Queensland Global 2021 are: Tourism Hubs program, including Queens Wharf Brisbane. • Deliver and promote a world-class events calendar Specific functions of the Tourism Division within DITID include: • Market the best address on earth • developing and influencing state, federal and local • Destination and experience development government policy that will grow Queensland’s tourism • Optimise the tourism value of the Gold Coast 2018 industry and jobs; Commonwealth Games™ (GC2018) • coordinating government support for the delivery of major • Focus on Asia events; • Aviation access and strategic partnerships • increasing the ability of the tourism sector to be more competitive in global and domestic markets, in partnership with industry; • implementing initiatives to improve access to and within DestinationQ Queensland for visitors; and DestinationQ is a partnership between the Queensland • facilitating new investment into Queensland tourism Government and the Queensland Tourism Industry infrastructure and experiences. Council to support ongoing engagement between industry and government to identify key priorities to drive growth DITID also leads implementation and reporting on Advancing and jobs in Queensland’s tourism industry. Tourism: 2016-20, growing Queensland jobs, the Queensland Government’s plan to grow tourism and jobs. The most visible element of the partnership is the annual DestinationQ Forum which brings government and Many Queensland Government agencies have responsibilities industry leaders together to discuss priorities for ensuring related to developing and supporting Queensland’s tourism the industry remains competitive and continues to grow. industry. For example: Information about the forum, regional events and a range • Department of Environment and Science is responsible of other resources about Queensland’s tourism industry for environmental planning and protection policy, are available on the DestinationQ website. pollution and waste management, marine and national parks management, science strategy, and arts policy and programs.

3 Queensland Tourism Industry Council (QTIC) Queensland’s RTOs often have different legal structures. They may be a fully owned subsidiary of the city or regional QTIC is a membership-based organisation recognised as the councils they are aligned to; companies limited by liability or peak industry body for tourism in Queensland, representing guarantee; incorporated associations, or cooperatives. The the interests of Queensland’s tourism and hospitality industry. RTOs are operated with varying combinations of private sector Working in partnership with government agencies and industry membership, local government funding, Tourism Network Funds bodies at a local, state and national level, QTIC strives to (TNF) from the Queensland Government administered through strengthen the voice of tourism in all relevant policy forums. TEQ, Australian Government grants and other sources. The TNF QTIC’s efforts are focused primarily on: enables RTOs to secure matched funding for development, • Policy and advocacy – lobbying for favourable outcomes for marketing and operations priorities that strategically align to the tourism and hospitality industry the established direction of the destination. • Accreditation – ensuring quality is acknowledged and The primary responsibilities of Queensland’s RTOs include: championed across the state • developing product, experiences and events to attract • Award and recognition programs including coordination visitors to the destination; of the Queensland Tourism Awards and the QTIC Prize for • providing leadership, advocacy, development and the Innovation in Tourism coordination of industry, local government and community, • Workforce development – preparing the tourism and including setting the vision and direction for tourism in the hospitality industry for the future region; • Mentoring young tourism professionals – supporting the • working directly with tourism operators to build capacity and leaders of the future through initiatives such as the Salute capabilities in line with the guidelines set by TEQ’s Best of to Excellence program and QTIC’s Young Professionals Queensland Experiences; Mentoring Program • partnering with TEQ in marketing, experience development • Indigenous tourism and employment – stimulating growth and events; in Indigenous participation across the industry to achieve • marketing the destination to domestic interstate and/or the goal of an additional 1,000 Indigenous jobs and 20 new intrastate and international visitors; businesses in tourism by 2020. • sharing knowledge and cooperating with other destinations as part of the RTO network; Regional • supporting the operation of visitor information services Regional Tourism Organisations (RTOs) (where they are within the mandate of the RTO); and Queensland’s 13 RTOs are the lead tourism organisations for • administering service agreements with each of their LTOs, each geographic region. There is a wide divergence between outlining roles, responsibilities and financial contributions the RTOs in terms of the size of their region and the number (where relevant). of local government areas they serve. (Refer to Figure 1 for the geographic location of Queensland’s RTOs.)

4 Local government The tourism industry Queensland has 77 local government areas. These councils A growing and evolving industry provide local infrastructure and community services, drive local Queensland’s tourism industry structure is based on the State public investment requirements and facilitate private sector Tourism Organisation, RTOs and LTOs working together to investment within their geographic area. Their involvement deliver on a tourism experience that meets the needs of those in tourism ranges across the State from a major contributor who want to visit. Locally, tourism groups were established of resources such as staff, facilities and marketing funds to out of a need to extend the efforts of individual businesses in funding support for independently operated tourism entities. promoting destinations. As local associations mushroomed Local government responsibilities related to tourism may across regional Australia it became apparent that individually include: their resources were inadequate to be completely effective. • funding and supporting public infrastructure (including RTOs formed, drawing neighbouring centres together to create a tourism signage and other tourism infrastructure); critical mass of operators and sufficient product to enable them to market effectively and maximise resources. • providing financial support to RTOs and LTOs; The merger of Events Queensland and Tourism Queensland in • facilitating investment for new developments; 2012 recognised the clear synergy between tourism and events, • running tourism experiences, especially in remote areas; forming one streamlined entity with the common objectives of: contribute to the Queensland economy; attract visitors to • encouraging local and regional events; Queensland; enhance the profile of Queensland; and foster • managing Visitor Information Centre (VIC) funding (52 per community pride in Queensland. cent of Queensland’s accredited VICs are fully owned by Regionally, RTOs have been rationalised over time to achieve local government with the remainder receiving some a more effective alignment with market needs and destination funding support); strengths. The network reduced from 17 in the 1990s to 14 • fostering local business development initiatives; and and then to 13 in 2012. Queensland’s local councils have also • collaborating with other local governments in regional undergone change, with a significant amalgamation of councils development activity as appropriate. in 2008. Local governments participate in Regional Organisation of Councils (ROC) or Local Government Associations (LGA) in their Maintaining an effective structure area. These organisations foster cooperation and resource sharing between local councils and provide an effective means Queensland’s 13 tourism regions are at varying stages of of identifying and advocating shared regional priorities. market development and service vastly different market places ranging from mature resort destinations through to lesser Local Tourism Organisations (LTOs) developed and sparsely populated rural areas. Ideally an RTO is Queensland’s LTOs have been established to nurture and representative of the local government area/s that it is aligned strengthen local tourism businesses and foster economic to/responsible for. The current geographic boundaries enable development. Certain criteria must be met to be an official LTO the regions to build signature product and experiences and to recognised by the RTO. They are mostly membership based showcase their destination strengths to target markets. and are supported and usually funded by local government. To maximise market penetration and cut through, some RTOs Ranging in size and complexity, the LTOs are involved in are working together to market themselves under a stronger promotion, marketing, business support and managing events brand that better resonates with the target markets e.g. The RTO that stimulate tourism and community participation in a regions of Bundaberg, Gladstone and Capricorn work together specific localised geographic region. to market under the brand of Southern Great Barrier Reef. In general, LTOs’ primary responsibilities include: This is a partnership that took time to develop, has achieved excellent results and demonstrates there is greater strength in • liaising with RTOs on behalf of tourism businesses; the whole than the sum of the parts. • enhancing the visitor experience through the provision In Queensland, RTO boundaries are a cluster of visitor focussed of information and advice, including visitor information local government regions (i.e. Cairns/Port Douglas, Sunshine centre support; Coast/Noosa/Gympie, Gold Coast, Brisbane and to some • marketing the local area to locals and visitors, and working extent around the Whitsundays). This suggests there is with the RTO in destination marketing activity; growing recognition of the importance of alignment between • facilitating local product development and industry local government and destination boundaries to enhance development; tourism growth. • liaising with the community, local government and With development and growth across this diverse network and the RTO; and a dynamic operating environment, adjustments to the tourism structure are inevitable. Changes to geographic RTO boundaries • LTOs in some cases run and manage accredited Visitor can be made once agreement is reached with all stakeholders. Information Centres and non-accredited Visitor Consultation with all relevant parties and due process would be Information Centres. undertaken prior to the implementation of any change.

5 Resources Local Government Association Queensland: Provides advice and support and represents the interests of local DestinationQ: The DestinationQ partnership facilitates councils, to assist them in improving their operations and ongoing engagement between industry and government strengthening relationships with their communities. The to deliver on key priorities to drive growth and jobs in the Local Government Act supports local governments working state. The website provides information about the annual together across boundaries to address specific regional DestinationQ Forum and events, as well as the current tourism issues and opportunities. industry, careers, and research. It also includes a dedicated section for business resources. Go to the LGAQ website Go to the DestinationQ website Queensland RTO Network: Provides a platform for discussion and action on regional tourism matters. The Department of Innovation, Tourism Industry RTO’s engage the Queensland Tourism Industry Council to Development and the Commonwealth Games: DITID provide a secretariat service to the network. RTO members is responsible for tourism industry development, major can access QTIC support through the network. events, innovation policy, strategy and programs, and the Commonwealth Games. See Queensland’s tourism regions Go to the DITID website Department of State Development, Manufacturing, Queensland businesses can also access information and Infrastructure and Planning: Responsible for state resources through the state government business portal. development, manufacturing, economic development, urban growth, programs for priority industry sectors, and the Access the business portal recovery and reconstruction of Queensland following natural disaster events. The TEQ corporate website Tourism and Events Queensland: Go to the DILGP website features a wealth of tourism and events news, research and information, making it a central point for the industry, media, governments, special interest groups and anyone interested in Department of Environment and Science: Responsible the business of tourism and events. for environmental planning and protection policy, pollution and waste management, marine and national Go to the TEQ website parks management, science strategy, and arts policy and programs. Directs efforts to Queensland Tourism Industry Council: Go to the NPSR website helping Queensland’s strong tourism industry drive sustainable business and product development, stimulate business attraction and investment, develop workforce skills and support tourism jobs and business. Go to the QTIC website

6 Queensland Tourism Regions

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Thargomindah ) South Stradbroke Is. Cunnamulla St George Cunningham Beaudesert Hwy Warwick Surfers Paradise7 Coolangatta Goondiwindi Stanthorpe Texas Queensland RTOs and Local Councils within the geographic area (at February 2018) Regional Tourism Organisation Local Government Areas Brisbane City Council Ipswich City Council Lockyer Valley Regional Council Logan City Council Brisbane Marketing Moreton Bay Regional Council Redland City Council Scenic Rim Regional Council Somerset Regional Council Bundaberg Regional Council Bundaberg North Burnett Tourism North Burnett Regional Council Central Highlands Regional Council Livingstone Shire Council Capricorn Enterprise Rockhampton Regional Council Woorabinda Aboriginal Shire Council Fraser Coast Opportunities Fraser Coast Regional Council Gladstone Area Promotion and Development Limited Gladstone Regional Council Gold Coast Tourism Gold Coast City Council Isaac Regional Council Mackay Tourism Limited Mackay Regional Council Banana Shire Council Barcaldine Regional Council Barcoo Shire Council Blackall-Tambo Regional Council Boulia Shire Council Bulloo Shire Council Cloncurry Shire Council Diamantina Shire Council Flinders Shire Council Outback Queensland Tourism Association Longreach Regional Council Maranoa Regional Council McKinlay Shire Council Mount Isa City Council Murweh Shire Council Paroo Shire Council Quilpie Shire Council Richmond Shire Council Winton Shire Council Balonne Shire Council Cherbourg Aboriginal Shire Council Goondiwindi Regional Council Southern Queensland Country Tourism South Burnett Regional Council Southern Downs Regional Council Toowoomba Regional Council Western Downs Regional Council

8 Regional Tourism Organisation Local Government Areas Gympie Regional Council Visit Sunshine Coast Noosa Shire Council Sunshine Coast Regional Council Aurukun Shire Council Burke Shire Council Cairns Regional Council Carpentaria Shire Council Cassowary Coast Regional Council Cook Shire Council Croydon Shire Council Doomadgee Aboriginal Shire Council Douglas Shire Council Etheridge Shire Council Hope Vale Aboriginal Shire Council Kowanyama Aboriginal Shire Council Tourism Tropical North Queensland Lockhart River Aboriginal Shire Council Mapoon Aboriginal Shire Council Mareeba Shire Council Mornington Shire Council Napranum Aboriginal Shire Council Northern Peninsula Area Regional Council Pormpuraaw Aboriginal Shire Council Tablelands Regional Council Torres Shire Council Torres Strait Island Regional Council Wujal Wujal Aboriginal Shire Council Yarrabah Aboriginal Shire Council Weipa Town Authority Burdekin Shire Council Charters Towers Regional Council Townsville Enterprise Limited Hinchinbrook Shire Council Palm Island Aboriginal Shire Council Townsville City Council Whitsundays Marketing and Development Limited Whitsunday Regional Council

9 ROCs and other local government entities • Regional Economic Development sub-committee of the North Queensland Regional Organisation of Councils • Central Queensland Local Government Association Inc. (RED-ROC) • Central Highlands, Gladstone, Isaac, and Rockhampton • Townsville Enterprise Ltd, Burdekin Shire Council, Regional Councils, Banana Shire Council Charters Towers Regional Council, Hinchinbrook Shire • Central Queensland Regional Organisation of Councils Council, Palm Island Aboriginal Shire Council, Townsville • Central Highlands, Gladstone, and Rockhampton City Council, Chambers of Commerce from each of Regional Councils these Local Government Areas; Regional Development • Banana and Livingstone Shire Councils Australia Townsville and North West Queensland Incorporated; Queensland Departments of State • Woorabinda Aboriginal Shire Council Development Infrastructure and Planning; Transport • Central Western Queensland Remote Area Planning and and Main Roads; Local Government, Community Development Board (Reporting) Ltd (RAPAD) Recovery and Resilience and the Australian Government • Barcaldine, Blackall-Tambo, and Longreach Regional Department of Infrastructure and Regional Development. Councils, Barcoo, Boulia, Diamantina, and Winton Shire • South West Queensland Regional Economic Development Councils group (SWRED) • Council of Mayors (SEQ) Pty Ltd • Maranoa Regional Council, Balonne, Bulloo, Murweh, • Brisbane, Gold Coast, Ipswich, Logan, and Redland Paroo and Quilpie Shire Councils City Councils, Lockyer Valley, Moreton Bay, Scenic Rim, • Townsville and North Queensland Region Pathfinder Project Somerset, Sunshine Coast, and Toowoomba Regional • Townsville Enterprise Ltd, Townsville City Council, Councils, Noosa Shire Council Regional Development Australia, Hinchinbrook Shire • Far North Queensland Regional Organisation of Councils Council, Charters Towers Regional Council, Burdekin • Cairns, Cassowary Coast, and Tablelands Regional Shire Council, Palm Island Aboriginal Shire Council, Councils, Cook and Hinchinbrook Shire Councils, Queensland Government and Regional Australia Institute Yarrabah Aboriginal Shire Council, Gulf Savannah • Western Queensland Local Government Association Development Inc. Burke, Carpentaria, Etheridge, and • Barcaldine, Blackall-Tambo, Central Highlands, Isaac, Mornington Shire Councils, Doomadgee Aboriginal Shire and Longreach Regional Councils, Barcoo, Boulia, Council Diamantina, Flinders, Richmond, and Winton Shire • The Mount Isa to Townsville Economic Development Councils Zone (MITEZ) • Whitsunday ROC Limited • Mount Isa, Cloncurry, McKinlay, Richmond, Flinders, • Isaac, Mackay, and Whitsunday Regional Councils Charters Towers and Townsville Local Government Areas. • Wide Bay Burnett Regional Organisation of Councils Inc. • North Queensland Local Government Association • Bundaberg, Fraser Coast, Gympie, North Burnett, and • Mount Isa and Townsville City Councils, Cairns, South Burnett Regional Councils, Cherbourg Aboriginal Cassowary Coast, Charters Towers, Isaac, Mackay, Shire Council Tablelands, Torres Strait Island, and Whitsunday Regional Councils, Burdekin, Burke, Carpentaria, Cloncurry, Cook, Croydon, Etheridge, Flinders, Hinchinbrook, McKinlay, Richmond, and Torres Shire Councils, Palm Island Aboriginal Shire Council • North West Queensland Regional Organisation of Councils • Mount Isa City Council, Burke, Carpentaria, Cloncurry, Croydon, Etheridge, Flinders, McKinlay, Mornington, and Richmond Shire Councils, Doomadgee Aboriginal Shire Council