SUNSHINE COAST HINTERLAND NATURE BASED TOURISM PLAN Prepared for Tourism Queensland and Tourism Sunshine Coast
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SUNSHINE COAST HINTERLAND NATURE BASED TOURISM PLAN Prepared for Tourism Queensland and Tourism Sunshine Coast Images from Tourism Queensland September 2009 � SUNSHINE COAST HINTERLAND NATURE-BASED TOURISM PLAN prepared for Tourism Queensland and Tourism Sunshine Coast Inspiring Place Pty Ltd Environmental Planning, Landscape Architecture, Tourism & Recreation 208 Collins St Hobart TAS 7000 T: 03) 6231-1818 F: 03) 6231 1819 E: [email protected] ACN 58 684 792 133 Fiona Murdoch Horizon 3 08-65 TABLE OF CONTENTS Executive Summary ..............................................................................................................i Section 1 Introduction...........................................................................................................1 1.1 The Sunshine Coast Hinterland...........................................................................1 1.2 Need for a Nature-based Tourism Plan...............................................................2 1.3 Approach .............................................................................................................5 Section 2 Context ..................................................................................................................7 2.1 Policy Framework ................................................................................................7 2.2 Market Trends .....................................................................................................12 2.2.1 Nature-based Visitors to Queensland .......................................................13 2.2.2 The Sunshine Coast Region Visitor Market ..............................................18 2.2.3 Sunshine Coast Hinterland Visitor Market ................................................20 2.2.4 Summary...................................................................................................23 2.3 Audit of Nature Tourism Based Product..............................................................24 Section 3 Strategic Assessment..........................................................................................27 3.1 SWOT Assessment .............................................................................................27 3.2 Strategic Assessment of the Hinterland Nature-based Tourism Experience....................................................................................................33 3.2.1 Bridging the Gaps .....................................................................................33 3.2.2 Nature-based Tourism Precincts ..............................................................35 3.3 Vision...................................................................................................................38 3.4 Potential Best Prospects for Leading Nature Based Tourism Experiences..................................................................................................39 Section 4 Assessment of The Best Nature-Based Tourism Prospects ...............................................................................................................................43 4.1 Glass House Mountains Family Adventure Precinct ...........................................43 4.1.1 Tibrogargan Circuit Walk ..........................................................................45 4.1.2 Ngungun Summit Walk .............................................................................49 4.2 Blackhall Range Lifestyle Adventure Precinct.....................................................54 4.2.1 Mary Cairncross Scenic Reserve...............................................................54 4.2.2 Obi Obi Gorge Zipline ...............................................................................66 4.2.3 Mapleton Falls National Park ....................................................................77 4.5 Conondale National Park nature-Based Tourism Precinct..................................85 4.6 Mary Valley Soft Adventure Precinct...................................................................96 Section 5 Making it Happen..................................................................................................103 5.1 Working Together by Creating Supportive Frameworks and Partnerships....................................................................................104 5.2 Positioning the Hinterland to be a More Sustainable Nature Based Tourism Destination.............................................................................106 5.3 Leading with Engaging Experiences ...................................................................108 5.4 Delivering Effective Marketing .............................................................................113 5.5 Action Plans for Best Prospect Projects ..............................................................116 ATTACHMENT 1 AUDIT OF EXISTING NATURE-BASED PRODUCT IN THE SUNSHINE COAST HINTERLAND............................................................................... 119 ATTACHMENT 2 ASSESSMENT OF THE SUNSHINE COAST REGIONAL TOURISM INVESTMENT & INFRASTRUCTURE PLAN PROJECTS................................................................................................................................. 127 ATTACHMENT 3 PRELIMINARY COST ESTIMATES FOR THE BEST PROSPECT PROJECTS............................................................................................................ 137 ATTACHMENT 4 HOLLYBANK CASE-STUDY ......................................................................... 138 APPENDIX 5 - BENCHMARKING OF AUSTRALIAN PREMIUM COMMERCIAL WALKS.............................................................................................................. 143 EXECUTIVE SUMMARY Tourism Queensland and Tourism Sunshine Coast recognise the importance of taking a strategic long-term approach to destination planning, development and management of the nature-based tourism product and experience within the Sunshine Coast Hinterland. The need for the development of an integrated nature-based tourism plan for the Sunshine Coast Hinterland was also recommended in the Draft Regional Tourism Investment and Infrastructure Plan1, developed during 2008 as a joint project between Tourism Queensland and Tourism Sunshine Coast. Inspiring Place, in conjunction with Horizon 3, were engaged in late 2008 by Tourism Queensland and Tourism Sunshine Coast to prepare the Sunshine Coast Hinterland Nature-based Tourism Action Plan. The primary objectives of the Plan are to: provide a shared, strategic approach to the development of nature-based tourism infrastructure, visitor experiences and access in the Sunshine Coast Hinterland in line with market needs; determine key nature-based assets both within and outside of protected areas, and identify associated development opportunities; identify commercial nature-based tourism opportunities in the Sunshine Coast Hinterland in line with consumer demand; and conduct pre-feasibility studies for a minimum of two identified nature-based tourism catalyst projects. The Plan further details nature-based tourism visitor infrastructure needs and access priorities, outlining key actions with agreed implementation responsibilities and timeframes. 1 EC3 Global. 2008 Sunshine Coast Regional Tourism Investment and Infrastructure Plan 2008-2018 ii Sunshine Coast Hinterland Nature-based Tourism Plan A P R E C I N C T A PPROACH TO N ATURE - BASED T O U R I S M An assessment of the current nature-based tourism experiences on offer in the Hinterland was undertaken as part of the project. The assessment considered core components of nature-based tourism experiences, including places values, infrastructure, tours, visitor services and interpretation. The assessment suggests that the Sunshine Coast Hinterland has someway to go before being recognised as a strong competitive nature-based tourism destination. Whilst place values and supporting infrastructure within the Hinterland are strengths, the Hinterland it is not yet well-developed in relation to driving major growth in the markets seeking nature-based experiences. A precinct-based approach has been developed to assist the Sunshine Coast Hinterland achieve clarity around its value proposition and market positioning. Map 1 introduces the concept of nature-based tourism precincts based on the product audit, market assessment and initial fieldtrip to the Hinterland. It presents the concept of four distinct nature-based tourism precincts within the Hinterland: Glass House Mountains Family Adventure Precinct; Blackall Range Lifestyle Adventure Precinct; Mary Valley Soft Adventure Precinct; and Conondale National Park Nature-based Tourism Precinct. The map also indicates a strong correlation between the precincts and the location of the existing discovery drives and visitor centres. Seven best prospect nature-based tourism projects have been identified – at least one in each of the nature-based tourism precincts. Table 1 below outlines the selected projects. VIC VIC VIC VIC Australia Zoo Lookout Not to scale Conondale National Park Blackall Range Lifestyle Adventure Precinct Nature-based Tourism Precinct Mary Valley Soft Adventure Precinct Glass House Mountains Family Adventure Precinct Glass House Mountains Discovery Drive Kenilworth Forest Drive Hinterland Discovery Drive incorporating the Mapleton Forest Drive Blackall Range Tourist Drive VIC Accreditated Visitor Information Centre Scenic Country and Mary Valley Discovery VIC Visitor Information Centre Map 3.1. Nature-based Precinct Zones.