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Cairns - Townsville Experience Development Strategy Pilot Cairns - Townsville Experience Development Strategy Pilot CAIRNS-TOWNSVILLE EXPERIENCE DEVELOPMENT STRATEGY Cairns-Townsville Experiences Audit Report September, 2011 Cairns-Townsville Experiences Audit Report Final Disclaimer: Whilst all care and diligence have been exercised in the preparation of this report, AEC Group Limited does not warrant the accuracy of the information contained within and accepts no liability for any loss or damage that may be suffered as a result of reliance on this information, whether or not there has been any error, omission or negligence on the part of AEC Group Limited or their employees. Any forecasts or projections used in the analysis can be affected by a number of unforeseen variables, and as such no warranty is given that a particular set of results will in fact be achieved. i Cairns-Townsville Experiences Audit Report Final Executive Summary Background As part of the Australian Government’s National Long-term Tourism Strategy a partnership between the Department of Resources, Energy and Tourism (DRET), Tourism Queensland, Townsville Enterprise Limited, Tourism Tropical North Queensland and the Wet Tropics Management Authority is seeking to develop a pilot Experience Development Strategy (EDS) for the Cairns-Townsville Tourism Hubs. The Strategy aims to identify existing and potential world class visitor experiences for Cairns and Townsville that function as tourism hubs providing a combination of urban tourism experiences and a base for a range of day trip experiences into the surrounding Wet Tropics and Great Barrier Reef. It aims to outline how the region can innovate, improve and renew the experience for Experience Seeker tourists in order to remain a competitive destination. Experiences Audit Approach & Methodology The tourism experiences audit report has included stakeholder workshops and individual tourism industry stakeholder consultations and a detailed tourism product audit to profile the regions experience tourism products and market. In order to make the analysis manageable, the Cairns-Townsville Tourism Area was divided into smaller, geographically logical and more focused regions. The regions individually examined were: The Atherton Tablelands; Cairns CBD; Cairns Urban; Innisfail and Mission Beach; Port Douglas and Daintree; The Burdekin; Charters Towers; Magnetic Island; Townsville CBD; Townsville Urban; and Tully and Hinchinbrook. For each region, the analysis produced three key outputs: A spider diagram illustrating strength of existing tourism product alignment with the psychographic and interest indicators of five key types of International Experience Seekers (Ready To Leave, Self-Challengers, Comfort & Learning, Cocoon Travellers and Travel in Style); Alignment of Experience Seeker psychographic indicators with Tourism Australia defined experiences by region. The Tourism Australia defined ‘Australian’ experiences of core interest to International Experience Seekers are Aboriginal Australia, Nature in Australia, Outback Australia, Aussie Coastal Lifestyle, Food and Wine, Australian Major Cities and Australian Journeys. The psychographic indicators of how International Experience Seekers interpret these experiences are authentic personal experiences, social interactions, meeting and interacting with the locals, experiencing something different from their normal day-to-day life, understanding and learning about different lifestyles and cultures, participating in the lifestyle and experiencing it, rather than observing it, challenging themselves – physically, emotionally and/or mentally, visiting authentic destinations that are not necessarily part of the tourist route and exposure to unique and compelling experiences; and Identified key existing and potential hero, secondary and supporting experiences for each region. Hero experiences are defined as those experiences which are powerful enough to significantly influence International Experience Seekers to choose Australia ii Cairns-Townsville Experiences Audit Report Final as a destination. Secondary experiences are powerful enough to change visitor’s itineraries once they are in, or committed to coming to, Australia. Supporting experiences are those that do not significantly influence travel plans or itineraries in themselves however add significantly to the quality and depth of experience once at a destination. In some cases, a recognised cluster of supporting experiences can act as a hero or secondary experience in itself. It is important to note that the assessments were not able to rate quality or authenticity of experiences, only how experiences present in terms of alignment with key International Experience Seeker interests. Findings It is clear that nature dominates the experiences both available and sought by international tourists visiting the Cairns and Townsville areas. Whilst seemingly too obvious, the research and consultation conducted for this study confirms that ‘reef and rainforest’ are overwhelmingly the headline attractions for international tourists, with the reef the number one ‘must see’. Baring extreme natural calamity, the same assets will still be the region’s dominant tourism assets in a century’s time. Many of the experiences (though not all) sought by international tourists coming to North Queensland are based in these two natural assets. However, the way in which visitors seek to experience this nature is changing, and much of the tourism product available in the Cairns and Townsville areas is not well aligned to the interests of International Experience Seekers. Table E.3 summarises the availability of Tourism Australia’s defined key experiences relative to Experience Seeker indicators for the Cairns and Townsville areas. iii Cairns-Townsville Experiences Audit Report Final Table E.1: General Experience Seeker Psychographic Indicators Alignment with Tourism Australia Defined Experiences for Cairns and Townsville Areas Study Area Aboriginal Nature in Australia Outback Australia Aussie Coastal Food and Wine Australian Major Australian Australia Lifestyle Cities Journeys Cairns CBD Weak to Very Weak Weak to Some N/A Very Weak Some Experiences N/A N/A Experiences Experiences Experiences Cairns Urban Some Experiences Clear Experience N/A Some Experiences Some Experiences N/A Clear Experience Availability to to Clear Experience to Clear Experience Availability Some Experiences Availability Availability Atherton Tablelands Some Experiences Clear Experience Weak Experiences N/A Some Experiences N/A Clear Experience to Weak Experiences Availability to Availability to Some Experiences Some Experiences Innisfail and Mission Some Experiences Clear Experience N/A Some Experiences Weak Experiences N/A Clear Experience Beach Availability to Clear Experience Availability to Availability Some Experiences Port Douglas and Some Experiences Clear Experience N/A Some Experiences Some Experiences N/A Clear Experience Daintree Area to Weak Experiences Availability to to Clear Experience to Clear Experience Availability Some Experiences Availability Availability Townsville CBD Weak to Some Weak to Some N/A Some Experiences Weak to Some N/A N/A Experiences Experiences to Clear Experience Experiences Availability Townsville Urban Weak to Very Weak Some Experiences N/A Some Experiences Weak Experiences N/A Some Experiences Experiences to Weak Experiences to Weak Experiences Magnetic Island Very Weak Clear Experience N/A Clear Experience Very Weak to Weak N/A N/A Experiences Availability to Some Availability to Some Experiences Experiences Experiences Burdekin Weak to Very Weak Weak Experiences N/A Some Experiences Weak Experiences N/A Some Experiences Experiences to Some Experiences to Weak Experiences to Weak Experiences Charters Towers Some Experiences Some Experiences Some Experiences N/A Weak to Very Weak N/A Some Experiences to Weak Experiences to Clear Experience Experiences to Clear Experience Availability Availability Tully and Some Experiences Some Experiences N/A Some Experiences Very Weak to Weak N/A Some Experiences Hinchinbrook to Clear Experience to Clear Experience Experiences Availability Availability Note: Scale is Very Weak Experiences, Weak Experiences, Some Experiences, Clear Experience Availability, Outstanding Experience Availability Source: AECgroup iv Cairns-Townsville Experiences Audit Report Final Summary of Cairns Area & Alignment with Great Barrier Reef Audit ‘Cairns’ and more notably the Cairns CBD is the key destination for the majority of International visitors to the North and Far North Queensland regions. However, Cairns itself is not the key tourism product of interest; rather this is the daytrips and surrounding regions. Tourism product that has developed in Cairns is increasingly isolated from locals, their culture, and their activities. The Cairns tourism industry has become very effective at providing reasonable to excellent quality, packaged activities, products and tours for tourists. This current product has the advantage of being easy to plan, itemise, package and sell, and has been successful in the past. The issue from the perspective of the International Experience Seeker is that it can be very hard in Cairns to stop feeling like a tourist or holidaymaker. International Experience Seekers would rather feel like a guest, traveller or voyager. They want to feel like they are seeing the real, genuine and ‘hidden’ aspects of their destinations, warts and all. In Cairns itself, the previous success and high levels of professionalism in much of the industry paradoxically
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