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Mackay Tourism Opportunity Analysis

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Mackay Tourism Opportunity Analysis JUNE 2020 Date of last modification: 25/06/20 TABLE OF CONTENTS EXECUTIVE SUMMARY ........................................................................................... 2 CONTEXT & VISITOR TRENDS .......................................................................... 7 1.1. Background ................................................................................................................................................................................... 7 1.2. Methodology ................................................................................................................................................................................. 7 1.3. About The Mackay Tourism Region ............................................................................................................................................ 8 1.4. The Region’s Economy ............................................................................................................................................................... 10 1.5. Analysis of Visitor Trends .......................................................................................................................................................... 13 1.6. Visitation & Spend Forecasts..................................................................................................................................................... 27 SWOT ANALYSIS ...........................................................................................32 GAP ANALYSIS .............................................................................................34 3.1. Developing the Audit ................................................................................................................................................................. 34 3.2. Accommodation Audit ............................................................................................................................................................... 34 3.3. Attractions/Experiences Audit .................................................................................................................................................. 38 3.4. Gap Analysis ................................................................................................................................................................................ 40 COMPARATIVE ANALYSIS ..............................................................................44 CONSUMER SENTIMENT ASSESSMENT ............................................................47 5.1. Mackay Sentiment Assessment ................................................................................................................................................ 47 5.2. Comparative Sentiment Assessment ....................................................................................................................................... 49 INVESTMENT PROJECTS ................................................................................55 6.1. Opportunities Identified ............................................................................................................................................................ 55 6.2. The Catalyst Projects .................................................................................................................................................................. 59 6.3. Analysis of the Costs and Benefits ........................................................................................................................................... 64 6.4. Funding Streams and Partnerships .......................................................................................................................................... 70 6.5. Development of tour product ................................................................................................................................................... 71 RISK ASSESSMENT .......................................................................................75 7.1. Risk identification ....................................................................................................................................................................... 75 7.2. Risk mitigation ............................................................................................................................................................................ 75 APPENDICES ................................................................................................79 LIST OF FIGURES FIGURE 1: TOP 10 PROJECTS IDENTIFIED ........................................................................................................................................................................................................... 3 FIGURE 2: METHODOLOGY ................................................................................................................................................................................................................................ 7 FIGURE 3: MACKAY AND ISAAC POPULATION ESTIMATES .................................................................................................................................................................................. 8 FIGURE 4: THE MACKAY REGION ....................................................................................................................................................................................................................... 9 FIGURE 5: ECONOMIC OUTPUT BY LGA (2019) ................................................................................................................................................................................................. 11 FIGURE 6: JOBS BY LGA (2019) ........................................................................................................................................................................................................................ 12 FIGURE 7: VISITS TO THE MACKAY REGION (2019) ........................................................................................................................................................................................... 14 FIGURE 8: VISITS TO THE MACKAY REGION (2013, 2016, 2019) ......................................................................................................................................................................... 15 FIGURE 9: VISITS TO ISAAC LGA (2013, 2016, 2019) ......................................................................................................................................................................................... 16 FIGURE 10: VISITS TO MACKAY LGA (2013, 2016, 2019) ................................................................................................................................................................................... 17 FIGURE 11: VISITATION BY MOTIVATION TO THE MACKAY REGION (2013, 2016, 2019) ...................................................................................................................................... 18 FIGURE 12: VISITATION BY MOTIVATION TO ISAAC LGA (2013, 2016, 2019) ...................................................................................................................................................... 19 FIGURE 13: VISITATION BY MOTIVATION TO MACKAY LGA (2013, 2016, 2019) .................................................................................................................................................. 20 FIGURE 14: VISITATION BY ORIGIN TO THE MACKAY REGION (2019) ................................................................................................................................................................. 21 FIGURE 15: VISITATION BY ORIGIN TO ISAAC LGA (2019) ................................................................................................................................................................................. 22 FIGURE 16: VISITATION BY ORIGIN TO MACKAY LGA (2019) ............................................................................................................................................................................. 22 FIGURE 17: SUB-REGIONAL AREAS ................................................................................................................................................................................................................... 23 FIGURE 18: SUB-REGIONAL VISITATION (2019) ................................................................................................................................................................................................. 24 FIGURE 19: TOTAL VISITOR SPEND (2019) ....................................................................................................................................................................................................... 26 FIGURE 20: THE CHANGE IN TOURISM GROWTH (2001/01 TO 2019/20) ............................................................................................................................................................ 27 FIGURE 21: TOTAL VISITS PROJECTIONS (2020 – 2029) ................................................................................................................................................................................... 28 FIGURE 22: TOTAL REGION PROJECTIONS BY VISITOR TYPE ............................................................................................................................................................................
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