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Townsville North Queensland Destination Tourism Plan Executive Summary Townsville

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Townsville North Queensland Destination Tourism Plan Executive Summary Townsville Townsville North Queensland Destination Tourism Plan Executive Summary Townsville The Townsville North Queensland tourism and events industry This Destination Tourism Plan (DTP) was developed in consultation with embraces visitors who come to the region for leisure, business, industry, Government and the community and sets the short, medium events, visiting friends and relatives (VFR) and education. The and long term strategy for the destination including the sub-regions industry contributes $2.4M to the region’s economy every day and of Townsville, Hinchinbrook, Burdekin, Charters Towers, Magnetic supports 4,000 jobs. In line with the Queensland target of doubling Island and Palm Island. The DTP has identified the priority projects and the value of tourism by 2020, the target for the destination is to lift activities in collaboration with Local Government, Townsville Enterprise the value of overnight visitors in the visitor economy from $662M in Limited and industry to achieve the long term strategy. 2013 to $1.04B in 2020 (an increase of $382M or $54.5M and 5.25% The vision, goals, and targets for the Townsville North Queensland growth per annum). Region are set out below: Executive Summary Executive VISION & GOALS TARGETS The 2020 vision is: By 2020 the region will increase expenditure from: “Townsville North Queensland is recognised as the thriving heart of Northern Australia, where visitors are immersed in $662M $1.04B leisure, learning, business and cultural experiences and 2013 2020 events in the Tropics.” This will be achieved by: The vision will be achieved by: • Assist in increasing Queensland’s market share of 1. Increasing the value of overnight expenditure to education visitors by growing our share by 1%. $1.04B (2020) 2. Positioning the destination as a leader in learning • Assist in increasing Queensland’s market share of sports experiences in nature (known as ecotourism) tourism by growing our share by 4% 3. Leveraging the destinations strengths in business, • Assist in increasing Queensland’s market share of education, arts and culture and sports tourism business events by growing our share by 3%. 4. Growing awareness and preference of the destination • Assist in increasing Queensland’s market share of NSW through promotion of the region’s hero experiences under and VIC interstate visitors by growing our share by 0.25% the new brand positioning (with remainder of interstate leisure growth at 0.1%). 5. Ensuring that the growth of the visitor economy is in • Assist in increasing Queensland’s market share of harmony with the community, the environment and the intrastate visitors by growing our share by 0.1%. destination’s commitment to responsible tourism • Assist in increasing Queensland’s market share of Europe and UK visitors by growing our share by 0.5%. • Assist in increasing Queensland’s market share of Asia business and other purpose of travel visitors by growing our share by 1.5%. 2 The Strand Tourism industry development is a key strategy to drive regional Tourism and events bring communities across the region together economic development and achieve diversification for the North with a common purpose and contribute to the commitment Queensland region. The DTP is strongly aligned to the North to regional economic collaboration between Councils within Queensland Regional Economic Development Plan 2014-2031 the Townsville North Queensland region. Each Council has and aims to contribute to building a diversified economy and a recognised the importance of tourism and events in their economic preferred lifestyle choice. The DTP also aims to support the goal development plans, and this Plan articulates their shared vision of positioning the destination as a commercial hub for Northern and links to the State and Commonwealth plans for growing the Australia and the Asia Pacific. visitor economy. PRIORITIES ENABLERS OF SUCCESS The top priorities for the region are listed below. Please note Through the collaboration of the partners in the region’s visitor Executive Summary Executive that the order of these priorities do not indicate importance economy, the following will be achieved: 1. Develop and promote Magnetic Island as a sustainable • Increase stakeholder focus and investment into marketing tourism destination and a Hero Experience for the of the region under the new brand positioning to raise Townsville North Queensland region awareness of the destination and its hero experiences 2. Positioning the region as a Centre of Excellence for • Market drive journeys across the region’s wetlands, providing educational, nature based and cultural outback, Great Barrier Reef islands and rainforest all within tourism experiences close proximately to an urban centre 3. Develop and promote Townsville North Queensland as one • Improve air access into the region through direct of Australia’s leading regional centres for arts and culture international flights and increased direct air access from 4. Development of a world class Integrated Stadium and Australian capital cities Entertainment Centre • Leverage the region’s strong industry sectors to grow 5. Work with TEQ to attract major events, build capacity business events, sports tourism and international within the events industry and develop a bid fund for education groups event acquisition • Attract private and public investment to develop new, and 6. Attract business events that align to the region’s improve existing tourism and events infrastructure through Industry Sectors tourism oriented planning schemes 7. An integrated campaign to target regional Queensland and • Develop and maintain strong Government agency and Brisbane, promoting events, entertainment, services and industry relationships to ensure the destination has an quick escapes, with extensions interstate where possible agreed strategic direction and the priorities of this plan 8. Facilitate tourism investment into infrastructure and are implemented attractions in the region • The development of new innovative products aligned to the 9. Develop a region wide Ecotourism plan, including an region’s hero experiences Ecotourism Product Opportunity Portfolio 10. Partner with Townsville Airport Pty Ltd to enhance domestic and international marketing in key source markets in line with the Townsville Airport Aviation Strategy 11. Mentor and support businesses to encourage the introduction of new reef experiences 12. Promote the region to the UK and Europe Youth and Adventure market to encourage visitation as they travel along the Queensland Coast 3 Acronyms Burdekin Shire DTP – Destination Tourism Plan QTIC – Queensland Tourism Industry Council TEL – Townsville Enterprise Limited DTMR – Department of Transport and Main Roads TEQ – Tourism and Events Queensland QPWS – Queensland Parks and Wildlife Services TRA – Tourism Research Australia BEA – Business Events Australia IVS – International Visitor Survey ATEC – Australian Tourism Exchange Council NVS – National Visitor Survey DTESB – Department of Tourism, Major Events, Commonwealth Acronyms Games and Small Business STCRC – Sustainable Tourism Cooperative Research Centre DSDIP – Department of State Development, Infrastructure and NQEIF – North Queensland Economic and Infrastructure Planning Framework LT O – Local Tourism Organisation TOBMI – Tourism Operators and Businesses Magnetic Island JCU – James Cook University LGA – Local Government Area TAPL – Townsville Airport Pty Ltd GBR – Great Barrier Reef NPRSR – Department of National Parks, Recreation, Sport and CSIRO – Commonwealth Scientific and Industrial Research Racing Organisation VIC – Visitor Information Centre NRL – National Rugby League NQ – North Queensland HTS – Holiday Tracking Survey TNQ – Tropical North Queensland FY – Financial Year VFR – Visiting Friends and Relatives TFC – Tourism Forecasting Committee DAE – Deloitte Access Economics ISEC – Integrated Stadium and Entertainment Centre 4 Contents Charters Towers Executive Summary 2 Acronyms 4 Setting the Scene 6 Role of Tourism and Events in the Community 7 Role of Tourism and Events in the Community 8 Contents About the Destination 10 Townsville North Queensland Brand 12 Destination Hero Experiences and Themes 13 Destination Tourism Perceptions 14 Competitor Analysis 16 Where Are We Now? 17 Where Will We Be in 2020? 21 What are the Top Opportunities and Challenges for the Region? 26 Top Priority Actions for the Region 27 What are the Destination Strategies? 28 Tier Two Strategies 33 5 Setting the Scene Magnetic Island What is a Destination Tourism Plan (DTP)? What is the role of the DTP in the destination? The Townsville North Queensland visitor economy, embracing visitors for Tourism is recognised as one of the four pillars of the Queensland leisure, visiting friends and relatives, business and education contributes economy and a significant contributor to employment and $2.4M to the region’s economy a day and supports 4,000 jobs. the future economic prosperity of the State. The Queensland Government, through the inaugural DestinationQ Forum in 2012, Through the process of preparing this DTP, Townsville Enterprise Limited acknowledged the fundamental role of the destinations in returning (TEL), as the lead agency for tourism destination management in the Queensland to its rightful place as Australia’s pre-eminent tourism region, has engaged industry and government stakeholders to articulate destination. Each destination has its own unique experiences, a clear and definitive direction for tourism and events towards 2020. Setting the Scene the
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