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Capricorn Region Capricorn Region Destination Tourism Strategy 2012 – 2016 Destination Tourism Strategy 2012 – 2016 Capricorn Region The Capricorn region, straddling the Tropic of Capricorn, is a diverse environment with an array of experiences. To the west are the popular tourist attractions of Sapphire Gemfields, Lake Maraboon, Carnarvon Gorge and Blackdown Tableland National Parks and the historic gold mining town of Mount Morgan. The city of Rockhampton, known as the ‘Beef Capital of Australia’, is the major regional centre providing air, rail and major touring route access to the region. Just to the east of Rockhampton is the Southern Great Barrier Reef, including major leisure tourism destinations: the Capricorn Coast, Byfield National Park and the Keppel Island Group. Tourism plays a key role in the diverse economy of the Capricorn region. In 2016 the Capricorn region will: Maximise its tourism potential in the Southern Great Barrier Reef through its commitment to sustainable island and coastal tourism development. Framework for Success This Destination Tourism Strategy aims to guide tourism industry development in the Capricorn 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 Capricorn 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 a tourism industry that is operating at the highest standards of service, safety and sustainability through effective Industry Development programs CAPRICORN 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 Capricorn 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 is based on consumer needs. The following target to connect with the are positioned in a way that focuses on markets for the Capricorn region include the current people they care most competitive advantages and connects with targets and those identified for development to about. They will often visitors. A cornerstone of the Brand Queensland achieve the region’s long term potential. subordinate their own strategy is four key experience themes: preferences in Tier One: terms of activities to Queensland Lifestyle; Islands and Beaches; ensure everyone has a Natural Encounters; and Adventure. The key Connectors in Regional Queensland and good time. attributes and selling points of the Capricorn Brisbane (400km radius of the Capricorn region will be showcased via all four of these region) Social Fun-seekers For this market, the experience themes. Tier Two: essence of a holiday The Capricorn region will also be collectively is having a fun time. Social Fun-seekers and Active Explorers in While they do a lot of promoted under the umbrella of Southern Great Sydney and Melbourne different activities, it is Barrier Reef in partnership with the Bundaberg sharing the experience New Zealand, United Kingdom and North North Burnett and Gladstone regions. The Great with friends and other Barrier Reef project will guide this positioning. America, promoted as Southern Great holiday makers that Barrier Reef makes the difference. The Capricorn region will take ownership of Tier Three: Active Explorers its share of the Southern Great Barrier Reef Holidays are about through the key experiences of Great Keppel Europe, promoted as Southern Great pushing boundaries and Pumpkin Islands and the Capricorn Coast. Barrier Reef through challenging Grow Capricorn’s suite of regional events New and Developing: themselves via physical activity. They to increase visitor dispersal and attract the China, promoted as Southern Great Barrier Reef enjoy the company touring market. of others, but their focus is on exploring Youth/backpacker market targeted focus the extremes of their leading with the regions strength in education physical environment and work opportunities. and themselves. It’s about feeling alive. 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 Central People are striving to achieve an emotional or personal achievement Queensland Tourism Opportunity Plan: on their holidays; therefore, Queensland needs to differentiate their holidays by providing experiences that fulfil that desire. revitalising Great Keppel Island Australia is an expensive holiday destination relative to many of its key Yeppoon Beachfront Tourism Precinct competitors and therefore needs to focus on competing on providing Rockhampton Riverfront Precinct quality experiences and service and not on price. Rockhampton and Gladstone Public There is a trend for shorter holidays with shorter booking lead times. Transport Link Sports Tourism Development (support the Central Queensland National Rugby League bid) Opportunities for Growth Sapphire Gemfields Interpretive Centre The following opportunities will need to be progressed for the Capricorn Rockhampton 4-5 Star Accommodation region to achieve its aspiration for 2016: Backpacker Investments Grow shoulder season visitation. Foster new product development in the Plan for seasonal and extreme weather patterns. Capricorn region in recognition of the Maximise the potential flow on benefits for tourism from resource recommendations of the Great Barrier sector growth. Reef project. Capitalise on the growing touring market to encourage dispersal Niche trail development that promotes throughout the region. dispersal throughout the region. Increase interstate air access and improve ground transport options. Industry Development Strengthen the regions role in providing unique Southern Great Barrier Reef tourism experiences including the reopening of Great Keppel Build the reputation of the destination for Island resort. delivering quality product and service standards, through industry development programs such Support the Central Queensland bid to have a team in the National as: domestic and international ready, better Rugby League competition to expand sports tourism and conference business practice, service delivery, digital ready, opportunities. and crisis management. Attract and facilitate ongoing investment in product development. Establish the Capricorn region as a leading Ensure community and service infrastructure requirements keep pace ‘sustainable tourism destination’ through with a growing population so as to support sustainable tourism growth. sustainability and climate change programs. Address the limited supply of both skilled and unskilled staff. Deliver world class marine tourism experiences in accordance with the recommendations of the Assist industry in areas of domestic market readiness, customer Great Barrier Reef project by conducting specific service, online marketing, and sustainability of operations. skills and training programs. Gain wider community appreciation of the true value of tourism to the local economy, social development and environmental sustainability. Partner with Gladstone and Bundaberg North Burnett regions on joint Southern Great Barrier Reef marketing activity. Destination Tourism Strategy 2012 – 2016 Contribution to Queensland’s Tourism Contribution to Central Queensland’s Gross State Product ($m) in 2007-08* Regional Output ($m) in 2007-08^ 96.3% ($8,849m) 96.7% ($18,844m) 3.7% ($343m) 3.3% ($640m) Central Queensland Region Tourism Rest of Queensland Other Industries *Source: 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. At this time the Capricorn region was grouped with the Gladstone region under the banner of Central Queensland.) ^Source: Tourism Research Australia (2011) The Economic Importance of Tourism in Australia’s Regions. Why Tourism? The Destination Implementation Tourism Strategy Tourism is part of the broader economic structure will be used as the The Capricorn Region Destination Tourism Strategy, in the Capricorn 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, Capricorn In year ending 30 September 2011 ², the Capricorn across all levels Enterprise’s and other stakeholders’ individual region was host to: of government to planning and activities; and ensure tourism 814,000 domestic overnight visitors; needs are addressed fostering the efficient, effective
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