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Southern Queensland Country Destination Tourism Plan 2014-2020 1

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Southern Queensland Country Destination Tourism Plan 2014-2020 1 SOUTHERN QUEENSLAND COUNTRY DESTINATION TOURISM PLAN September 2014 Southern Queensland Country Destination Tourism Plan 2014-2020 1 Executive Summary The Southern Queensland Country Destination will require significant collaborative emphasis Tourism Plan (DTP) is designed to provide clear on raising the level of quality and the depth of direction for the development of tourism the visitor experience. through to 2020. The process of developing the Plan offered a unique opportunity to consider By 2020 Southern Queensland the implications of megatrends, to appraise the industry’s strengths and challenges from a Country will be recognised as regional perspective, and to determine the most Queensland’s premier country appropriate strategic priorities for creating a getaway destination known for its sustainable and competitive tourism destination. The collective assessment of the distinct seasons and regional industry and the region’s unique assets has flavours; where you can breathe created a common understanding and a strong deep and enjoy a taste of life in the framework for working together. country The Plan has been developed with an emphasis Southern Queensland Country Tourism on alignment with state and Commonwealth 2020 Vision goals, and with local and regional priorities. The state goal of doubling annual overnight visitor The region’s vision and hero experience themes expenditure to $30 billion by 2020 is the key provided the framework for establishing goals context for the DTP. In taking on this challenge and strategic direction. The goals are: regionally, Southern Queensland Country (SQC) 1. To focus on developing new and is seeking to grow overnight tourism from its strengthening existing hero experiences as a present value of $734 million of direct visitor means of attracting new visitors and spending in 2013, to a ‘stretch’ target of just encouraging increased levels of over $1 billion by 2020. expenditure. This past year Southern Queensland Country 2. To grow overnight visitor expenditure by 5% received approximately 1.83 million domestic year over year. overnight visitors, accounting for 5.8 million 3. To enhance the positioning of Southern domestic overnight visitor nights. Overnight Queensland Country as a destination that domestic visitation has increased by an average can deliver on its core brand promise – slow of 2% per annum over the past five years and down, breathe deep and enjoy a taste of life accounts for 91% of all overnight expenditure. in the country. Visitors Brisbane and intra-state account for 78.3%, 19% are inter-state and the remaining 4. To build a strong and unified industry that 2.6% are international. works collaboratively to achieve sustainable growth. Looking forward, the key market segments in 5. To continue to use tourism as a means of the domestic market are Connectors and Social strengthening the region’s commitment to Fun Seekers, with Brisbane representing the safeguarding and celebrating its cultural and primary geographic market. The development of natural heritage assets. the new Brisbane West Wellcamp Airport at Toowoomba opens up the possibility of To achieve these goals, action is needed in strengthening inter-state demand, as air routes relation to all areas that have been identified in are established. Internationally, New Zealand the state-wide 20-year tourism plan – remains an important source market, while Destination Success. The following strategic efforts to leverage Tourism and Events priorities were identified and form the basis of Queensland’s focus on Singapore and Indonesia this DTP. may create opportunity for the region. Realistically, however, growing these markets Southern Queensland Country Destination Tourism Plan 2014-2020 2 Strategic Priorities Build strong partnerships Offering iconic experiences • Expand the knowledge base of the industry and build its capacity to deliver hero • Develop the culinary experience to experiences. strengthen the positioning of Southern Queensland Country as a destination known • Build a strong understanding of the value of for its distinct regional flavours. the tourism industry among Regional Councils, the business community and local • Strengthen nature-based tourism activities residents. and develop iconic experiences associated with the region’s natural beauty. Grow investment and access Preserve our nature and culture • Continue to pursue opportunities to improve access to and within the region, • Strengthen the visitor experiences and overall connectivity, including digital associated with the region’s history and and mobile connectivity. heritage and raise the profile of Indigenous experiences. Pursuing these strategic priorities • Create and deliver a balanced portfolio of collaboratively and developing a partnership events that showcase the region’s hero approach that involves all levels of government, experience themes and celebrate unique industry, local tourism organisations and attributes of local communities. associations and Southern Queensland Country Tourism working together toward a common Deliver quality, great service and innovation goal and set of objectives, will place the region • Commit to continuously improve the quality in a strong position to develop its tourism of the experience we provide to our visitors. industry. Achieving success will require an ongoing commitment to funding and supporting Target a balanced portfolio of markets the resource requirements of this pillar of the • Identify emerging opportunities to target state economy. Through mentorship, capacity new markets and develop innovative building and a concerted effort to raise the packages that will stimulate new demand. profile of the industry within the region and to market strategically to targeted travellers, the region will see growth in the value of its tourism economy and increased profitability of individual businesses. Southern Queensland Country Destination Tourism Plan 2014-2020 3 Summary of Southern Queensland Country Destination Tourism Plan GOALS 1. To focus on developing new and strengthening existing hero experiences as a means of attracting new visitors mn and encouraging increased levels of expenditure. 2. To grow overnight visitor expenditure by 5% year over year. STRATEGIC PRIORITIES 3. To enhance the positioning of Southern Queensland Offering iconic experiences Country as a destination that can deliver on its core brand promise – slow down, breathe deep and enjoy • Develop the culinary experience to a taste of life in the country. strengthen the positioning of Southern 4. To build a strong and unified industry that works Queensland Country as a destination known collaboratively to achieve sustainable growth. for its distinct regional flavours. • Strengthen nature-based tourism activities 5. To continue to use tourism as a means of and develop iconic experiences associated strengthening the region’s commitment to with the region’s natural beauty. safeguarding and celebrating its cultural and natural heritage assets. Preserve our nature and culture • Strengthen the visitor experiences associated with the region’s history and heritage and raise the profile of Indigenous experiences. TARGETS • Create and deliver a balanced portfolio of Grow overnight tourism from its present value events that showcase the region’s hero of $734 million of direct visitor spending in experience themes and celebrate unique 2013, to a ‘stretch’ target of just over $1 billion attributes of local communities. by 2020 Deliver quality, great service and innovation • Commit to continuously improve the quality of the experience we provide to our visitors. ENABLING SUCCESS 1. A commitment to the principle and practice of Target a balanced portfolio of markets partnership and collaboration • Identify emerging opportunities to target new 2. A commitment to maintaining existing levels of funding markets and develop innovative packages that and to securing additional funds to ensure that the will stimulate new demand. actions outlined in this DTP can move forward. Build strong partnerships 3. Recognition of changing market trends and the need to invest in quality service and the development of • Expand the knowledge base of the industry engaging and immersive hero experiences. and build its capacity to deliver hero 4. A strategic approach to developing the meetings and experiences. conventions market. • Build a strong understanding of the value of the tourism industry among Regional Councils, 5. A regional perspective that understands the benefits that the business community and local residents. can be gained from building Southern Queensland Country as a strong and competitive destination with a high level of market appeal. Grow investment and access 6. A commitment to deepening the maturity of the industry • Continue to pursue opportunities to improve and to generating a greater level of community support access to and within the region, and overall for tourism. connectivity, including digital and mobile connectivity. 7. A focus on monitoring, measuring and reporting on the implementation of this plan, and an emphasis on celebrating success. Southern Queensland Country Destination Tourism Plan 2014-2020 4 3 Contents Executive Summary ............................................................................................................................. 2 SETTING THE SCENE ..................................................................................................................... 6 Tourism 2020: A Shared Vision ..........................................................................................................
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