Outback, Gulf and Western Downs Experiences Development Strategy Final Report October 2011 Acknowledgements EC 3 Global would like to thanks all of the tourism operators, community members and organisations who gave up their time to assist with this project. Disclaimer Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that EC3 Global is not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to in this document. Page 2 Contents 1. Why an Experience Development Strategy? ACRONYMS 2. Finding the Unexpected 3. Understanding the ‘Experience Seeker’ ATDW Australian Tourism Data Warehouse 4. Target Markets & Competitive Positioning DERM Department of Environment and 5. Defining a Vision Resource Management 6. Hero Experiences EDS Experience Development Strategy 7. Celebrating Regional Differences OQTA Outback Qld Tourism Association 8. Ten Truly Unique Experience Themes TQ Tourism Queensland 9. Product and Promotional Opportunities TA Tourism Australia 10. Recommendations Page 3 1. Why prepare an EDS? The marketing and strategic direction of Tourism Queensland Taking an experiences approach means: and Tourism Australia is based soundly in consumer research. What that research shows is that consumers are motivated to travel by the experiences they take home- not the products • A shift from traditional tourism marketing and that they purchase. The way to reach these ‘experience development to focus on visitor experiences and seekers’ is to understand that their motivations are aligned to emotional benefits their values, not their age or gender. • Identifying ‘ hero experiences ’ that are must do This is a fundamental shift in the way we plan and market world class experiences tourism destinations, through an experiences and visitor • Aligning experiences with the wants and needs motivation lens. This project funded by Tourism Queensland of key target markets aims to identify the hero visitor experiences, competitive strengths, gaps and opportunities for the future positioning, • Identifying key consumer messages and development and marketing of Queensland’s Outback, Gulf marketing focus based on experiences and Western Downs. • Identifying current gaps in the experience For the purpose of this Experience Development Strategy offering to provide guidance on future (EDS) the Outback, Gulf and Western Downs will be referred to development priorities as ‘the region’ . Small ‘o’ outback in this document refers to an ‘outback’ style experience and not the Outback destination. An explanation of the methodology used in the Through an experiences approach this Strategy aims to provide project are provided in Appendix 1 and the a roadmap for the development and marketing of the region in a way that enhances its competitive advantages , stakeholders consulted in Appendix 2. differentiates it from its competitors, and inspires the industry to take action in their own business. Page 4 STRATEGIC CONTEXT The Tourism Experience Development Strategy is part of the big picture for the Short-term Departures by Australians 1990 – 2010 future of the Outback, Gulf and Western Downs as a destination, including: • Understanding the region’s competitive advantage • Aligning to the TQ and TA Experience Marketing • Feeding into the Tourism Opportunity Plan • Informing the Regional Marketing Plan In 1999 Australians took an overseas trip on average every 8 years, in 2010 that average is now just 3 years. This means that destinations such as the Outback, Gulf and Western Downs are not only competing with other domestic holidays, but increasingly need to compete to keep their visitors from overseas destinations. Page 5 STRATEGIC CONTEXT Qld's Outback Regional Visitation 2001 - 2010 600,000 What has changed since 2005? 500,000 • Declining visitor numbers • Increased average length of stay 400,000 • Below State average • Accommodation occupancy at just 55% 300,000 • New markets for Queensland 200,000 and Australia (e.g. China) Overnight Visitors International Overnight Visitors 100,000 Domestic Overnight Visitors Since 2002 the percentage of repeat visitors has increased 0 from just 38% to 50% in 2010. YE Sep 01 Sep YE 02 Sep YE 03 Sep YE 04 Sep YE 05 Sep YE 06 Sep YE 07 Sep YE 08 Sep YE 09 Sep YE 10 Sep YE Industry - “For the Outback, Gulf and Western Downs the whole is greater than the sum of its parts .” Page 6 Current Trends and Implications TRENDS IMPLICATIONS • Global competition for discretionary spend (customer goods and • Non-visitors find it hard to differentiate the Unique Offer from destinations) other Australian ‘Outback’ style • Time poor travels taking shorter trips holidays (NT & SA) • Rising expectations from increasing • The region is perceived as simply ‘part of a longer journey’ rather than a international travel destination • The ‘experience economy’ where • Close the gap between Expectations people exchange their life-changing and the experience moments in everyday conversations • To build awareness and ‘braggability’ of the Product Range • Rising Aussie-dollar and declining • Losing Market Share of the first-time visitors destination ‘experience seeker’ • Less money available for marketing the region Qld’s Outback Central West Research Debrief, 2010 Page 8 Once they have visited, our customers are 2. Finding the Unexpected more likely to say it has: • A unique personality Outback, Gulf and Western Downs mean very • More to see and do than thought different things depending on who you ask. For • A fulfilling experience to offer those who have not been to the region previously it can be a daunting place. Vast open spaces, limited facilities, lack of attractions and things to do are common concerns. In contrast, visitors surveyed in 2010 on completion of a trip to the Central West Outback region (which is considered representative of the wider Outback, Gulf and Western Downs) showed that the two most important reasons to visit were to visit a specific attraction or because it was a convenient stop on a longer journey. Opportunities Identified in the Research: • Broaden the experiences to include more nature, Indigenous and relaxation • Infrastructure especially roads, and telecommunication • Value-adds at caravan parks Page 9 Qld’s Outback Central West Research Debrief, 2010 What Visitors Expect... A vast open space spanning over 1 million square kilometres An ancient landscape rich in heritage and colourful characters of the bush Quirky outback-isms like the ‘black stump’ (that place where the real ‘bush’ begins) Old world towns with legendary pubs like the Walkabout Creek Hotel, Birdsville Hotel, and Blue Heeler OUTBACK, Outback attractions telling the now famous GULF AND stories of Qantas, Waltzing Matilda, the WESTERN DOWNS Stockman and life in remote areas Community events and an opportunity to ‘meet a local ’ or better still feel like one Dust, isolation, distance and desert landscape Long roads , a place to ‘pass through’ Qld’s Outback Central West Research Debrief, 2010 Customer - “Although there is plenty to do on the coast of Queensland, the outback areas offer just as many activities .” Page 10 What they expect from the NT? Queensland’s Outback Central West Qualitative Report (GfK, 2010) Page 11 The delight of finding the unexpected... 65 welcoming communities each with a different story to tell (that is twice as many towns as in the Northern Territory) Over 5,000 kilometres of rivers, plus lakes and lagoons Home of the biggest dinosaur find in Australia, and a World Heritage listed dinosaur site Eight distinct bioregions each with a different flora, fauna and geology and 30 National Parks Huge natural phenomena – Lake Eyre Basin, Morning Glory and bird migration Gorges, waterfalls, birdlife, wildlife and much more Customer – “Don’t just stay one night - more then one day is needed to take it all in” Page 12 What visitors found that they liked Qld’s Outback Central West Research Debrief, 2010 Page 13 3. Understanding the ‘Experience Seeker’ Tourism Australia has defined its international target Tourism Queensland has undertaken extensive market as the ‘Experience Seeker ’ who are globe research into the domestic market to define it in trotters looking for authentic interactions, brag-able terms of ‘why you go on holiday ’. For the Outback, locations to get off the beaten track and to immerse Gulf and Western Downs the primary market are the themselves in local culture. To promote the vast array ‘Connectors ’. This research identified the core of unique Australian adventures seven key Australian drivers of an Outback, Gulf and Western Downs Experiences were identified, of which the Outback, holiday (see over) and the experiences that will Gulf and Western Downs can deliver five (5): inspire the Connectors. This research defined the four (4) experience themes most visitors to ü Nature in Australia Queensland are looking for, of which the Region can ü Food & Wine deliver three (3): ü Aboriginal Australia ü Natural Encounters ü Journeys ü Queensland Lifestyle ü Outback Australia ü Adventure û Australian Major Cities û Islands and Beaches û Australian Coastal Lifestyle For more information of Queensland’s approach to For more information on the Experience Seeker segmentation visit www.tq.com.au visit www.tourism.australia.com.au While this research was conducted in the Outback, it is considered reflective of the Gulf and Western Downs. Industry – “The prime market want an experience, not just a holiday!” Page 14 Experiences for the ‘Connector’ Connectors is by far the largest segment travelling in Australia cover 4.8 million consumers and account for 61% of those travelling to the Outback, Gulf and Western Downs. For Connectors, holidays are about bonding with family and friends. They will often compromise their own preferences in terms of activities to ensure everyone has a good time It’s about what is real and what’s important.