Gladstone Region

Destination Tourism Strategy 2012 – 2016 Destination Tourism Strategy 2012 – 2016

The regional economy and population growth of the Gladstone Region is underpinned by mining, mineral resources and energy industries with unprecedented growth expected in the next five years. At the centre of the Southern Great Barrier Reef the and its natural deep water harbour provide access to Heron and Wilson Islands and an abundance of leisure fishing opportunities. To the south the coastal settlements of Agnes Water and the Town of 1770 provide access to the Southern Great Barrier Reef and an escape to National Parks and pristine coastline. The hinterland and rural regions to the west include attractions such as Kroombit Tops National Park, Lake Callide and quaint rural townships.

In 2016 the Gladstone region will: Develop its leisure experiences to their full potential to enhance the liveability and tourism appeal of the destination.

Framework for Success

This Destination Tourism Strategy aims to guide tourism industry development in the Gladstone 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 Gladstone 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

GLADSTONE

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 Gladstone region will be collectively promoted under the creative framework of Target Markets Connectors Brand - 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 Gladstone region include the people they competitive advantages and connects with current targets and those identified for development care most about. They visitors. A cornerstone of the Brand Queensland in order to achieve the region’s 2016 potential. will often subordinate strategy is four key experience themes: their own preferences Tier One: in 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 Gladstone Brisbane (400km radius of Gladstone) Social Fun-seekers region will be showcased via all four of these Tier Two: For this market, the experience themes. essence of a holiday Social Fun-seekers and Active Explorers in The Gladstone region will also be collectively is having a fun time. Sydney and Melbourne While they do a lot of promoted under the umbrella of Southern Great New Zealand, United Kingdom and North different activities, it is Barrier Reef in partnership with the Capricorn sharing the experience America, promoted as Southern Great and Bundaberg North Burnett regions. The Great with friends and other Barrier Reef project will guide this positioning. Barrier Reef holiday makers that Tier Three: makes the difference. The Gladstone region will take ownership of its share of the Southern Great Barrier Reef Europe, promoted as Southern Great Active Explorers Holidays are about through the key experiences of Heron, Wilson Barrier Reef pushing boundaries and Lady Musgrave Islands, Agnes Water and New and Developing: through challenging the Town of 1770. themselves via China, promoted as Southern Great Barrier Reef physical activity. They Grow the region’s suite of major regional events enjoy the company to increase visitor dispersal and attract the of others, but their touring market. focus is on exploring the extremes of their Youth/backpacker market targeted focus physical environment leading with the regions strength in adventure and themselves. It’s opportunities in the Agnes Water and the Town about feeling alive. of 1770 area. 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. development of the Gladstone Region Interpretive Centre Australia is an expensive holiday destination relative to many of its key competitors and therefore needs to focus on competing on providing and Gladstone Public quality experiences and service and not on price. Transport Link There is a trend for shorter holidays with shorter booking lead times. Kroombit Tops Development

accessibility of Agnes Water/Town of 1770 (Improved road access between Gladstone and Agnes Water/Town of 1770) Opportunities for Growth Backpacker Investments The following opportunities will need to be progressed for the Gladstone Agnes Water/Town of 1770 Tourism and region to achieve its aspiration for 2016: Recreation Master Plan Grow shoulder season visitation. Foster new product development in the Gladstone region in recognition of the Plan for seasonal and extreme weather patterns. recommendations of the Great Barrier Maximise the potential flow on benefits for tourism from resource Reef project. sector growth.

Niche trail development that promotes dispersal Capitalise on the potential ‘visiting friends and relatives’ market. throughout the region. Capitalise on the growing touring market to encourage dispersal Industry Development throughout the region. Increase interstate air access and enhance public transport Build the reputation of the destination for connectivity throughout the region. delivering quality product and service standards, through industry development programs such Improve all weather road access between Gladstone and Agnes Water/ as: domestic and international ready, better Town of 1770. business practice, service delivery, digital ready, Strengthen the region’s role in providing unique Southern Great Barrier and crisis management. Reef tourism experiences. Establish the Gladstone region as a leading Attract and facilitate ongoing investment in product development. ‘sustainable tourism destination’ through sustainability and climate change programs. Ensure community and service infrastructure requirements keep pace with a growing population so as to support sustainable tourism growth. Deliver world class marine tourism experiences in accordance with the recommendations of the Address the limited supply of both skilled and unskilled staff. Great Barrier Reef project by conducting specific Assist industry in areas of domestic market readiness, customer skills and training programs. service, online marketing, and sustainability of operations.

Gain wider community appreciation of the true value of tourism to the local economy, social development and environmental sustainability.

Expand the business market and foster interregional promotion of Agnes Water/Town of 1770 to the business sector.

Partner with Capricorn 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 ’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 Gladstone region was grouped with the Capricorn 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 Gladstone Region Destination Tourism Strategy, in the Gladstone 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, Gladstone In the year ending 30 September 2011 ², the across all levels Area Promotion and Development Ltd and Gladstone region was host to: of government to other stakeholders’ individual planning and ensure tourism activities; and 499,000 domestic overnight visitors; and needs are addressed in policy, statutory fostering the efficient, effective and coordinated plans and processes 52,000 international visitors use of resources to grow sustainable tourism and infrastructure This visitation in turn makes a significant development; development in the Gladstone region to 2016 contribution to the Central Queensland regional stimulating Tourism Queensland and Gladstone Area Promotion economy with ³: leadership within and Development working in partnership, will be the private sector the key influencers in prioritising and advocating 4,100 jobs in the region were directly supported to foster growth, initiatives and actions to achieve the intent of the by tourism; and quality, innovation and sustainable Gladstone Region Destination Tourism Strategy. tourism in Central Queensland contributed tourism businesses Together, both organisations will work closely with $343 million to the Queensland economy across the Gladstone Local Government, key State Government and region; and (For more detail and current information visit Federal Government agencies and the tourism tq.com.au/destinations) promoting the value industry throughout the region in pursuing the of tourism and direction outlined in this strategy. economic benefits to encourage community support Reference and for sustainable tourism growth Supporting Material

The Destination Tourism Strategy is available online through the Tourism Queensland and Gladstone Area Promotion and Development Ltd websites tq.com.au and gladstoneregion.info ² Source: Tourism Queensland (2011) Gladstone Regional Snapshot, year ended September 2011 ³ Source: Sustainable Tourism Cooperative Research Centre (2010) A wide range of reports, plans, data and other Regional Economic Contribution of Tourism Destinations in Queensland. (This most recent 2007-08 data came out of a major research study which information used to compile this Destination produced the first set of estimates of tourism’s economic contribution at Tourism Strategy and critical to its implementation the destination level. At this time the Gladstone region was grouped with the Capricorn region under the banner of Central Queensland.) is also available on Tourism Queensland’s website. Key Contacts

Tourism Queensland 30 Makerston Street Brisbane Queensland 4000 Tel: +61 7 3535 3535 tq.com.au

Gladstone Area Promotion and Development Ltd Marina Business Complex Bryan Jordan Drive Gladstone Queensland 4680 Tel: +61 7 4972 4000 gladstoneregion.info