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Fraser Coast Fraser Coast Destination Tourism Strategy 2012 – 2016 Destination Tourism Strategy 2012 – 2016 Fraser Coast The Fraser Coast is home to two of the great icons of Queensland tourism, the world heritage listed Fraser Island and the whale watching capital of Australia, Hervey Bay. In addition, Lady Elliot Island to the north of Hervey Bay provides easy access to the Great Barrier Reef while inland, the heritage town of Maryborough, one of Queensland’s oldest provincial cities, and the surrounding hinterland, augments the natural attraction of the coastal area with its authentic Australian heritage and country charm. In 2016 the Fraser Coast region will be: Globally recognised for world class personal natural encounters on the world heritage listed Fraser Island and in Australia’s number one whale experience destination. Framework for Success This Destination Tourism Strategy provides the framework to guide tourism industry development in the Fraser Coast 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 Fraser Coast 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 destination aspiration; and the tourism industry is operating at the highest standards of service, safety and sustainability through effective Industry Development programs FRASER COAST 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 Fraser Coast region will be collectively promoted under the creative framework of Target Markets Connectors Brand Queensland – a strategy that ensures All tourism development and promotional activity Connectors see holidays as a chance Queensland’s destinations and experiences are is based on consumer needs. The following target to connect with the positioned in a way that focuses on competitive markets for the Fraser Coast region include the people they care advantages and connects with visitors. A current targets and those identified for development most about. They will cornerstone of the Brand Queensland strategy in order to achieve the region’s long term potential. often subordinate their is four key experience themes: Queensland own preferences in Tier One: terms of activities to Lifestyle; Natural Encounters; Adventure; and ensure everyone has Islands and Beaches; and the key attributes Connectors in Brisbane and Regional a good time. and selling points of the Fraser Coast region will Queensland (400km radius of the Fraser Coast) Social Fun-seekers be showcased via all four of these experience United Kingdom For this market, the themes, where applicable. essence of a holiday Showcase the Fraser Coast’s two signature Tier Two: is having a fun time. Social Fun-seekers in Sydney and Melbourne While they do a lot of experiences: the spectacular world heritage different activities, it is listed Fraser Island and Australia’s number one Active Explorers in Brisbane (Fraser Island) sharing the experience ‘up close and personal’ whale encounters. Sydney and Melbourne with friends and other holiday makers that Gain strong local tourism industry support for North America, Europe and Scandinavia makes the difference. Fraser Island and whale encounters as the Tier Three: Active Explorers region’s two unique selling points, providing the basis for a more coordinated approach Korea, Malaysia and New Zealand Holidays are about pushing boundaries to promotion and prioritisation of marketing New and Developing: through challenging expenditure. themselves via China, Taiwan and Hong Kong physical activity. They Work tactically with Lady Elliot Island to market enjoy the company it as providing easy access from the Fraser of others, but their Coast to the Southern Great Barrier Reef. focus is on exploring the extremes of their Work with regional partners such as Bundaberg physical environment North Burnett Tourism and Sunshine Coast and themselves. It’s Destination Ltd to enhance visitors desire to about feeling alive. visit the region. ¹ Domestic target markets are based on Tourism Queensland’s Domestic 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 region’s People are striving to achieve an emotional or personal achievement Tourism Opportunity Plan: on their holidays; therefore, Queensland needs to differentiate their holidays by providing experiences that fulfil that desire. new product development on Fraser Island (e.g. forest canopy walk) and new whale Australia is an expensive holiday destination relative to many of its key encounters competitors and therefore needs to focus on competing on providing quality experiences and service and not on price. redevelop Hervey Bay Marina, incorporating a world class Discovery Centre There is a trend for shorter holidays with shorter booking lead times. upgrade Fraser Island visitor sites and infrastructure redevelop Hervey Bay esplanade to reflect Opportunities for Growth its seaside village atmosphere develop a Fraser Island Boutique Lodge The following opportunities will need to be progressed for the Fraser Coast and/or additional camping opportunities region to achieve its aspiration for 2016: complete the Fraser Coast Convention and Develop the full potential of Fraser Island as a world class ecotourism Entertainment Centre destination through new product and infrastructure developments. upgrade the Fraser Coast Regional Road Enhance whale encounters and other personal natural encounters Network through more product development. develop Fraser Island Indigenous tourism Develop the region as a year round attraction with new product, experiences events and a world class Discovery Centre celebrating Fraser Island and whales. create a Maryborough Historic Precinct and Cultural Walk Create a competitive advantage from the region’s ‘coastal village’ lifestyle. upgrade the Bruce Highway Grow industry marketing support around the regions two unique selling Industry Development propositions - Fraser Island and whale encounters. Develop existing and attract new events that will bring visitors to Grow regional industry and wider community the region. capacity to own and leverage the region’s main strengths of Fraser Island and Australia’s Gain wider community appreciation of the true value of tourism to the number one destination for whale watching local economy, social development and environmental sustainability. encounters so as to support associated product Build industry capability in areas of domestic and international development and targeted marketing. market readiness. Build the reputation of the destination as Ensure community and service infrastructure requirements keep pace renowned for quality product and service with a growing population so as to support sustainable tourism growth. standards through focussed industry development programs, particularly in the areas Increase investment in road infrastructure to improve connectivity of: domestic and international ready, better across the region and between attractions. business practice, improved service programs, Address the limited supply of both skilled and unskilled staff. digital ready, cultural awareness, brand awareness and crisis management. Establish the Fraser Coast region as a leading ‘sustainable tourism destination’ through sustainability and climate change programs. 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 Fraser Coast Destination Tourism Strategy, in the Fraser Coast region and makes a significant reference point for: in articulating the agreed tourism direction for the contribution to the sustainable development of the encouraging destination, provides the strategic platform for: regional economy and community. stronger linkages and coordination guiding Tourism Queensland’s, Tourism Fraser In the year ending 30 September 2011 ², the Fraser across all levels Coast and other stakeholders’ individual Coast region was host to: of government to planning and activities; and ensure tourism 576,000 domestic overnight visitors; needs are addressed fostering the efficient, effective and coordinated in policy, statutory use of resources to grow sustainable tourism plans and processes 132,000 international visitors; and development in the Fraser Coast region to 2016 and infrastructure 672,000 day trip visitors development; Tourism Queensland and Tourism Fraser Coast This visitation in turn makes a significant stimulating working in partnership, will be the key influencers in contribution to the Fraser Coast regional leadership within prioritising and advocating initiatives and actions to economy with ³: the private sector achieve the intent of the Fraser Coast Destination to foster growth, Tourism Strategy. Together, both organisations Over 2,800 people in the Fraser Coast
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