Table of Contents

0 1. EXECUTIVE SUMMARY ...... 1 1.1. OVERVIEW ...... 2 1.2. VISITOR MARKETS ...... 2 1.3. NATIONAL PARKS IN THE SHIRE ...... 5 1.4. VISITOR SERVICES/INFORMATION ...... 5 1.5. KEY ISSUES ...... 5 1.6. OPPORTUNITIES TO GROW VISITATION ...... 6 1.7. KEY RECOMMENDATIONS ...... 7 1.8. NEXT STEPS ...... 8

2. INTRODUCTION ...... 10 2.1. OVERVIEW ...... 11 2.2. PURPOSE ...... 11 2.3. METHODOLOGY ...... 11

3. SITUATION ANALYSIS...... 12 3.1. BANANA SHIRE ...... 13 3.2. POPULATION ...... 13 3.3. VISITATION TO THE SHIRE ...... 14 3.4. SWOT ANALYSIS ...... 16

4. PRODUCT & INFRASTRUCTURE AUDIT ...... 17

5. IDENTIFIED ISSUES ...... 21 5.1. PRODUCT DEVELOPMENT AND GOVERNANCE-BASED CHALLENGES ...... 22 5.2. MARKETING AND PROMOTION CHALLENGES ...... 23 5.3. INFRASTRUCTURE AND INVESTMENT CHALLENGES ...... 23

6. THE OPPORTUNITIES ...... 24 6.1. MARKETING AND PROMOTION ...... 25 6.2. PRODUCT DEVELOPMENT AND INVESTMENT ...... 26 6.3. IMPORTANCE OF HIGHWAYS ...... 27 6.4. VALUE OF SANDSTONE BRANDING ...... 28 6.5. POTENTIAL FOR FISHING TRAILS ...... 30

7. TOURISM ACTION PLAN ...... 31

8. SUPPORTING DOCUMENTATION ...... 36

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List of Tables

TABLE 1: SWOT ANALYSIS ...... 16 TABLE 2: FULL PRODUCT AUDIT ...... 18 TABLE 3: KEY PERFORMANCE AREA 1 ...... 32 TABLE 4: KEY PERFORMANCE AREA 2 ...... 34

List of Figures

FIGURE 1: VISITATION FORECASTS ...... 4 FIGURE 2: POPULATION GROWTH ...... 13 FIGURE 3: POPULATION FORECASTS ...... 14 FIGURE 4: VISITATION TO BANANA SHIRE - 4 YEAR AVERAGE TO 2012 ...... 14 FIGURE 5: VISITOR FORECASTS...... 15 FIGURE 6: MAJOR ACCESS ROUTES ...... 27 FIGURE 7: CURRENT VERSUS PROPOSED SANDSTONE REGION ...... 29 FIGURE 8: MAJOR WATERWAYS IN THE SHIRE ...... 30

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1. EXECUTIVE SUMMARY

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1. Executive Summary

The Stafford Group (The Group), have been contributes $88k to the RTO for tourism support. commissioned by Banana Shire Council (Council), As the bulk of GAPDL activity is heavily centred on to develop a robust Tourism Strategy (the Gladstone, there would appear to be minimal Strategy). The Strategy involves a strategic review broader tourism activity undertaken and the of tourism in the Banana Shire (the Shire) economy relationship and its value to Banana Shire needs to as well putting in place the building blocks for be reassessed. sustainable tourism growth and development. 1.2. Visitor Markets

1.1. Overview The primary visitor markets historically to Banana Banana Shire is a high quality agricultural area with Shire have been the older grey nomads travelling a strong focus on beef farming and a variety of primarily south to north from Victoria, New South broader agricultural product, including high value Wales, and South East . It is estimated micro herb farming. In addition, there are a number that 80 - 85% of visitors travel primarily from the of coal mines and a major power station, which is south heading north to warmer destinations currently undertaking a major retrofit. Unlike most following the major south-north lineal highway LGAs to the west, Banana Shire offers a high routes (Leichhardt Highway, The Newell and the quality pastoral landscape with more challenges New England Highways) utilising these various from occasional flooding than from drought. Its major highways which bisect the Shire. Whilst landscape is predominantly quality pasture these caravan-towing visitors tend to interspersed occasionally with forested areas predominantly stay in caravan parks throughout which are either reserve land or national parks. the Shire, many also utilise the numerous low cost Banana Shires landscape is therefore not dry, arid camping areas which are often located near major or wilderness, which is an important distinction to water ways including river junctions or weirs. other inland areas of regional Queensland. Banana Shire also attracts a solid business Banana Shire currently is part of the Gladstone traveller market who stay predominantly in motels. regional tourism organisation (GAPDL1), which Business travellers often fly directly into Thangool covers the Gladstone and Banana local Airport (QantasLink) or Gladstone and drive 1.5 government areas (LGAs). Whilst GAPDL operates hours into the Shire. There are also a smaller as the regional tourism organisation (RTO), its percentage of leisure visitors using the motels and focus is more strongly aligned to economic hotels in the Shire. development than tourism. Currently, Banana Shire

1 Gladstone Area Promotion & Development Ltd.

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FIGURE 1: VISITATION FORECASTS

Base Scenario Stretch Scenario

246.5k 252.4k 231.7k 212.8k 219.1k 198.0k 203.3k 226.2k 217.0k 221.5k 206.5k 211.5k 198.0k 201.3k

Current 2015 2016 2017 2018 2019 2020

What the visitor forecasts undertaken for this Strategy illustrates is that: In addition, there are many resource sector workers staying in mining camps throughout the For the medium to longer-term, the bulk of Shire. These are a mix of business visitors as they visitor markets will continue to be the grey are semi- permanent residents by virtue of staying nomads, though with the potential to expand to in the Shire for their shift and then heading back to include more families rather than just older families etc. out of the Shire. There are also a couples; number of longer term workers who stay for The potential for more business travellers extended periods and whose recreational needs focussed on resource sector services and ongoing development of the agricultural and spend patterns are important for the local sector; economy. Growth in school holiday and weekend family The following figure provides an estimate of visitors and those working in the Shire (or potential visitor market growth based on the within a 250 km radius) is dependent on when introduction of the initiatives identified in this the various water-based infrastructure strategic tourism report. The estimates offer two upgrades and new product is able to be scenarios; introduced; and

A base level growth scenario which assumes The gradual growth of more modest but sustainable annual growth through adventurous/experiential traveller markets new marketing initiatives especially ; and coming for trekking, wildlife viewing, bird A stretch growth scenario which assumes watching and fishing which will take time to many of the development and investment engage (once the various product initiatives in this Strategy are implemented as enhancements are introduced to support well over the next 3-5 years. demand) and tend to be small in number but could be longer stayers.

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supporting product are needed to grow their 1.3. National Parks in the Shire market appeal. There are four major national parks within the Because of the quality and easily accessible Shire, though one (Kroombit Tops) was hit by a lookout at (800m access major cyclone in early 2015 which has made road off the Highway and an easy 200m walk), we access more challenging and we suspect less consider this should be the initial focus of any appealing in some areas due to vegetation damage infrastructure upgrades and the eastern gateway – and the well-known farm stay on its fringe is anchor point of the Sandstone regional experience. currently closed. This could then be followed by There are no official figures on the visitor numbers upgrades/enhancements to Precipice and or vehicle count numbers to the various national Expedition National Parks. It is important to have a parks within the Shire. Whilst there is a recognition clear starting point to help stimulate market in various NPSR promotional material of unique interest and grow visitor demand. elements of fauna and flora in Expedition, Precipice 1.4. Visitor Services/Information and Isla National Parks, there is no empirical evidence on visitation by special interest groups or With respect to visitor services which we note are school-based groups and no analysis on likely coordinated by the regional tourism organisation visitor demand patterns. rather than Council, the stand alone visitor information centre in is run by volunteers as Anecdotal feedback from NPSR rangers indicates is the visitor centre attached to the Silo Heritage that most visitors currently stay near lookouts or Park and museum display in Biloela. Volunteers camp on the fringe of the national parks, with the also run a small visitor centre in Banana, and a vast majority thought to be day visitors only. further visitor centre is in Moura. Discussions with NPSR indicates that directional Consideration needs to be given to providing more signage within the national parks overall is visitor information product online through the regularly maintained, but the need exists to: development of an interactive mobile enhanced

Improve the quality of road access into a website which can link to the RTO website for the number of national park areas; wider region as well as having links to the NPSR To provide improved car parking; and website which provides details on the parks in the To introduce interpretative signage to highlight Shire. special features which visitors may want to learn more about. 1.5. Key Issues

Whilst the various national parks are recognised as This strategic review of tourism has highlighted a important assets to be promoted, they are not yet number of issues which need to get satisfactorily seen as the primary visitor attractions within the resolved to help grow the visitor economy on a Shire and infrastructure upgrades and new sustainable base, including:

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There is a lack of accurate and robust support greater visitor interest and demand; statistical visitor information to help guide the and marketing and development opportunities and Lack of farmers markets and/or farm gate to plot trends from an evidence rather than an sales to encourage a mix of day trip visitors anecdotal base; and to add to the product mix on offer and Lack of data to support the proposed wider noting the extensive agricultural activity which Sandstone Wilderness area (which the region is well known for. incorporates the tighter NPSR designated 1.6. Opportunities to Grow Visitation Sandstone Belt region and which Banana Shire The primary visitor attractions within the Shire are is the clear eastern anchor for); centred on waterways (dams, weirs, river Lack of information and easy booking for tours of the Callide Power Station and Moura Coal junctions) for a mixture of picnicking, boating, Mine; fishing and general recreation. The greatest A lack of engagement with tourism operators, opportunity seen for development and supporting which is needed to identify visitor trends and infrastructure is around these important water ways of improving the visitor experience based features and to those more dramatic overall as industry are the primary interface sandstone escarpments and natural geographic with the visitor markets; features.2 The lack of quality on line visitor information to The creation of new tourism product and related support current and future visitor market supporting infrastructure is important to meet the needs; needs of the primary leisure markets and those The impact of low cost camping around a coming for business/resource sector and number of waterways, particularly by agricultural sector work but also requiring caravaners and who sometimes are charged a recreational facilities within the Shire. Such nominal fee ($5) by a local community infrastructure is needed to help encourage greater organisation for the use of shower blocks or for length of visitor stay and higher visitor spend within trailer parking; the Shire which are important to bolster the visitors A lack of tourism product to stimulate longer economy and generate wider benefits. length of visitor stay and higher visitor spend; A lack of supporting infrastructure, including In addition to the water-based assets and directional and interpretative signboards, attractions including the river systems throughout viewing platforms (overlooking coal mining the Shire, we consider there are a number of self- areas, agricultural areas and water ways) and drive trails which allow visitors to experience layby areas for breaking journeys and to help

2 It is important to note that the western gateway-anchor for the Care is needed to correctly position sandstone features etc. within NPSR Sandstone Belt is the internationally recognised Carnavon Banana Shire and to avoid over selling the experience, especially Gorge in Maranoa Shire Council. To some extent this natural noting what the competition is. feature sets the standard for what a major world class drawcard is.

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different parts of the shire on roads which are others aim to attract. These building blocks need sealed and generally in good condition. to recognise that some actions should be focused on in the immediate term whilst others may take Potential therefore exists to encourage visitors to longer to activate. use the Shire as a base for a variety of daily drive excursions. These excursions can include visits to These include the following: a number of the towns within the Shire, to A wholesale digital image library update for the waterways and other recreational sites, including Council image library. Not just the National the various national parks which are more easily Parks but all areas of tourism opportunity accessible. (State Forest Parks, river systems and We note that much of the promotional material waterways etc.) in the Shire; profile currently on offer promotes Kroombit Tops Development of an enhanced and refreshed National Park and the wreck of the WWII Betsy stronger online visitor information presence in Bomber, which can be seen in the Park. However, addition to a digital marketing campaign, we also note that due to the recent cyclone which which capitalises on the highway links through the Shire and which mirror the trip travel destroyed a number of facilities and closed the patterns of the primary leisure based visitor major farm stay adjacent to the National Park, and markets; which may be limiting some access to it as well, Development of new directional and there is no information online or in print material to interpretative signage which offers all visitor explain to visitors that Kroombit Tops has various markets detail to encourage greater visitor access points restricted and with visitors needing dispersal to stop and spend more time within serious 4WD vehicles only in some areas. the Shire and which also encourages a number We also noted that many industry operators and of drive trails using the Shire as a hub; even VIC personnel were still promoting Kroombit Development of fishing trails to capitalise on Tops accommodation options without realising the river systems throughout Banana Shire and the farm stay was closed until further notice and which can help grow special-interest visitor that access may be restricted. markets looking for fishing experiences as well as the broader grey nomad market who are 1.7. Key Recommendations likely to stay longer and spend more if there are Based on the strategic review undertaken including recognised fishing sites and trails they can the literature review, regional visit, stakeholder experience; consultation and analysis, a number of Development of drive itineraries with a good recommendations are made. level of detail. These should be incorporated

A number of simple building blocks need to be put into brochures and a new web site; in place so that tourism can grow on a sustainable Close co-operation with the 's Country basis for the benefit of local communities, Council Way and Leichhardt Way Promotional Committees. These Committees promote the and the various visitor markets that Council and

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key South - North routes through the Shire and condition which may able to offer cabin provide a cost effective way to promote to the accommodation linked to a central service southern markets. Both Committees should be block-lodge building. These could be very cost encouraged to update their web sites with effective to set up compared to the cost more information and to make them mobile associated with a total build for all enhanced; accommodation and support buildings. Undertake a feasibility study to introduce 1.8. Next steps jetties or pontoons at key locations such as the Council needs to consider the various initiatives junction at Theodore and the weir at Baralaba identified in this review of existing tourism which are already recognised as attractive fishing spots within the Shire and which are throughout Banana Shire and the new venues for fishing competitions; opportunities which are outlined. It is also Continued development of the Callide Dam suggested that Council consider:

area incorporating cabins, lower cost . Developing an appropriate consultation caravanning and camping to capitalise on process with tourism operators and other fishing, leisure and recreation. The focus of interested parties throughout the Shire and this should be to activate amenities for the carefully manage this process to build ongoing 2016 winter period. This ongoing development trust and support from industry; should include the gradual expansion of the . Council should develop a simple survey form onsite holiday letting at Lake Callide to which can be completed by individual tourism eventually include a higher quality holiday operators to provide important market park3 (camping sites, caravan powered sites, intelligence4 on changing visitor trends and cabins etc.), which already attracts large visitor preferences for different products and numbers of day trippers (locals and visitors) services; over the summer wishing to use the lake for . Find ways of maximising the promotional various recreational purposes; and benefits from the proposed inter regional A feasibility study for assessing demand for Sandstone Wilderness project and which two – three smaller scale, fishing and trekking needs to cement Banana Shire as the eastern lodges at key locations and which could gateway5 and anchor (as per the NPSR provide easy access into surrounding national parks. We note that there are numerous Sandstone Belt regional promotional program) cabins-dongers surplus to the needs of the to ensure Banana Shire achieves discernible resource sector and apparently in good and quantifiable benefits from the project;

3 We note the growing success of the major holiday park at Cania 5 The concept of Banana Shire acting as the eastern gateway to the Gorge in North Burnett and the strong market interest in wanting Sandstone country works well in the more tightly defined access to more inland water way experiences which can cater to Sandstone Belt brand developed and promoted by NPSR. It is campers, caravaners, and those prepared to pay more for cabins unclear however if Banana Shire would still be able to retain this and chalets as well as more up market glamping experiences. eastern gateway brand position if the much wider Sandstone 4 Ideally this should be an on line survey Wilderness brand were to be adopted by the RTOs (Capricorn, GAPDL and Bundaberg & North Burnett).

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. Investigate the development of a fishing trail Callide cabin, caravan and camping story, the visitor guide which links in fishing competitions ongoing development of the expanded holiday currently held in the Shire (Saratoga park for Lake Callide, and the development of Competition at Baralaba in September) and 2-3 fishing/trekking lodges6 to support the which can link to existing State wide fishing growth of existing and new visitors markets; trail promotional material (Bass to Barra); and . Develop a drive trail guide (with collateral . Identify and present opportunities to existing available on line and through brochures) to tourism developers and investors within the encourage visitors to use the Shire as a hub for Shire as well as those outside of the Shire day excursions and to provide simple, clever through creating a simple tourism investment information on what crops are being grown, memorandum of future investment what mining activity is occurring and opportunities which Council can promote. We interesting facts, and information on often find that tourism sector investors are not topographical points and places of interest as aware of regional development opportunities well as cultural and historical facts of interest; unless these are well promoted to them. They . Develop a community – retailer tourism are looking for certainty and are keen to see if awareness campaign to encourage greater and how Council might support development interaction with visitors and acknowledging the either through noting tourism specifically in success of initiatives already being undertaken planning strategies and related by individual retailers who already offer documentation, or through other forms of vaccum packed meats to those staying in assistance such as tourism site identification, camping grounds and who don’t therefore utilities support and fast tracking of planning need to unhitch caravans to go into towns to applications where appropriate. purchase these supplies; In conclusion, tourism can offer Banana Shire a . Council should, in partnership with number of important and valuable social and stakeholders, develop a program for the economic benefits including ways to better introduction of both interpretative and support local businesses, encourage new directional highway, road and township investment and generate more part and full time signage throughout the Shire to encourage employment for local communities. visitors to explore more of the Shire and to increase length of visitor stay and spend; And the visitor economy will also integrate with and . Council and other stakeholders should support the existing established economic sectors investigate commissioning feasibility studies of agriculture and resource industries. to support the further development of the Lake

6 Potentially on the fringe of key National Parks within the Shire or State Forest Reserves or adjacent to major river systems.

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2. INTRODUCTION

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2. Introduction

An ongoing literature review to build a clear context for the Strategy; Consultation with Council as well as tourism industry stakeholders (as advised); A visit to the Shire to review product, meet with operators and assess existing product; Identify aspects of new opportunities possible including marketing and development; Liaison with industry operators but on an informal basis due to sensitivities explained to 2.1. Overview us; Prioritisation of the opportunities identified The Stafford Group (The Group) was based on discussions with Council, NPSR, TEQ commissioned by Banana Shire Council (Council) and tourism industry stakeholders etc. and to undertake the development of a Tourism Development of the Tourism Strategy to Strategy (the Strategy) with a focus on setting up highlight issues and opportunities as well as an the building blocks for tourism sustainable growth. action plan to implement the primary 2.2. Purpose opportunities.

The Tourism Strategy is being developed in It is important to note that this Strategy is recognition of the early stage of tourism deliberately focussed on the more immediate and development which the Shire is in and the need to higher priority opportunities which are needed to put in place solid strategies to build on. As such, address weaknesses and issues, to activate the the need exists to identify the product and “lower hanging fruit” opportunities, and to identify experiences which consumers want and identify ways for Council to work with its industry partners methods to communicate to those target markets to develop win-win outcomes. which offer growth potential. Lastly, we wish to thank the various community and industry stakeholders, Council personnel, 2.3. Methodology representatives of various State Government The process to complete this Strategy has involved bodies and the RTO, along with local visitors who the following: allowed us to have a mix of formal meetings and

Initial liaison with Council to gather impromptu chats to gather information and market background information and to discuss the intelligence. consultation and program for the Strategy;

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3. SITUATION ANALYSIS

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3. Situation Analysis

3.1. Banana Shire 3.2. Population

Banana Shire is located within the Gladstone Historic Population tourism region (as defined by Tourism and Events Figure 2 below provides a 10 year population Queensland). The Shire covers 28,610 square growth summary for the Shire. Over this period, the kilometres and is considered an important regional Shire’s population has increased from 14.9k in service centre for communities and businesses 2005 to just over 15.2k in 2014 – a total growth of outside of the LGA. 2% or 323 residents. The primary industries in the Shire include beef When growth is averaged over the 10 year period production, mining, power generation and dryland however, the resident population has remained and irrigation cropping. relatively static, with annual growth averaging The Shire is home to several national parks, 0.2%, or 36 residents. including: , Isla Gorge FIGURE 2: POPULATION GROWTH7 National Park, Precipice National Park and 15,236 Kroombit Tops National Park. 15,184

FIGU: BANANA SHIRE MAP 15,026 14,969 14,941 14,880

14,913 14,883 14,855 14,812 2005 2006 2007 2008 2009 2010 2011 2012r 2013r 2014p

Population Forecasts

Population forecasts for the Shire indicate a decline, with the resident population anticipated to decline by 3% (or 432 residents) by 2036, falling from 15.2k residents (2014) to just over 14.8k residents by 2036 (see Figure 3 below)

7 3218.0 Regional Population Growth, Australia, Australian Bureau of Statistics

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3.3. Visitation to the Shire

Historic Visitation

The Shire is part of the Gladstone tourism sub- region as well as the broader Southern Great Barrier Reef region9 which covers the 3 regional tourism destinations of Gladstone, Bundaberg & North Burnett, and Capricorn.

Due to the small sample sizes and inaccuracies

which can result, visitation data is provided as an The stimulation of the tourism sector could provide average over a four year period. an important mechanism for increasing In the last data series provided (2009 – 2012), the employment growth and could subsequently, Shire received an estimated 198k total visitors, encourage individuals to remain in the Shire, or capturing approximately 17% of visitation to the come to the Shire for casual and longer term broader . employment. Of these 198k visitors, the majority (51%) were FIGURE 3: POPULATION FORECASTS8 domestic day visitors (101k), followed by domestic

15,101 overnight visitors (45% or 89k). International 15,068 visitors make up a small share of visitation to the 15,021 Shire, at 4% or 8k international visitors travelling to the Shire per annum. 14,917 FIGURE 4: VISITATION TO BANANA SHIRE - 4 YEAR AVERAGE TO 201210 14,804 51% of 45% of visitors or visitors or 101,000 89,000

2016 2021 2026 2031 2036

4% of visitors or 8,000

Domestic Domestic Day International Overnight

8 Projected population (medium series), by local government area, 9 This Southern Great Barrier Reef region is funded through TEQ as Queensland, 2011 to 2036, ’s Statisticians the umbrella brand for the 3 tourism RTOs which work in this area Office 10 Banana Tourism Profile, Average Annual Data from Year Ending December 2009 to December 2012

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FIGURE 5: VISITOR FORECASTS.

Base Scenario Stretch Scenario

246.5k 252.4k 231.7k 212.8k 219.1k 198.0k 203.3k 226.2k 217.0k 221.5k 206.5k 211.5k 198.0k 201.3k

Current 2015 2016 2017 2018 2019 2020 Visitor Forecasts

Based on discussions with GAPDL, Bundaberg & The forecasts are indicative and are provided to North Burnett RTO along with TEQ, and through an illustrate that: assessment of available data, the following visitor Increased visitor growth (spend and length of forecasts have been determined. They assume stay) is possible if changes are made to that, in the absence of natural events (floods, promotional activity; cyclones etc.) which may reduce growth trends, That stronger growth and greater economic visitor numbers should continue to gradually benefits are also possible if a number of increase. These are outlined in a “base” level development and investment initiatives can be forecast out to 2020 based on current marketing activated with Council playing a facilitator- and promotional activity along with some of the enabler role with key stakeholders; and marketing improvements being planned currently Visitor growth needs to be supported by new by Banana Shire Council. areas of infrastructure including improved signage, an on line marketing presence, visitor In addition, we have provided a “stretch” visitor facilities in key locations and working in forecast scenario which indicates what additional partnerships with industry and other visitation could grow to if a number of the stakeholders. initiatives outlined in this Strategy were introduced. This includes various marketing and development initiatives along with supporting infrastructure upgrades.

A detailed breakdown of these visitor forecasts, including forecasts by visitor market type and purpose of visit can be found in the Supporting Documentation.

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3.4. Swot Analysis

The following table provides a SWOT analysis for It has been created after discussions with various the Shire, focusing only on tourism related industry and government stakeholders and from strengths, weaknesses, opportunities and threats. the review of research and its analysis.

TABLE 1: SWOT ANALYSIS

Active highway committees which help promote the Directional and interpretative signage Shire and its facilities Limited new tourism product Waterways (river systems, weirs etc.) Variable quality of accommodation stock

High quality pastoral land, especially beef and micro including caravan parks horticulture Lack of robust statistical data and lack of Resource sector infrastructure market intelligence from industry Proximity to the coast (Gladstone) Lack of communication to-with industry Eastern gateway – anchor for the Sandstone Belt Lack of awareness of tourism benefits in Road quality to support drive trails general community

STRENGTHS National parks and accessibility to Isla Gorge National Lack of a strong online presence and website Park in particular WEAKNESSES Lack of development and investment Direct flights into the Shire opportunities to date Focus on a drive through market rather than a stop and short term stay market

Develop a branded holiday park at Lake Callide to offer Decline in resource sector activity; a broader mix of accommodation Natural disasters (highway flooding etc.) Promote a fishing trail which could link in to existing Economic downturn overall fishing competitions held within the Shire Lack of industry support for Council Introduce a series of floating pontoons/jetties to enable initiatives easier access to the water and to support fishing events Lack of funding for national park upgrades Introduce a series (2 – 3) of small scale fishing and Lack of partner support for new development trekking lodges on the edge of national parks (with a initiatives so lack of new investment support central service block) Create a series of drive trails with supporting online and hard copy collateral to encourage day and half day excursions Development of a signage strategy to identify locations for quality and low maintenance directional/interpretive

signage to highlight points of interest and to encourage

visitor dispersal throughout the Shire Undertake quarterly community and operator forums to inform and update on tourism issues and opportunities Develop a high quality photo/media library to showcase the Shire Promote the Shire as the eastern gateway and anchor THREATS

OPPORTUNITIES for the Sandstone Wilderness project (As part he NPSR existing Sandstone Belt) Creation of a number of elevated viewing platforms and road lay-by areas to promote sites of significance and to encourage safe driving (by introducing attractive stopping areas) Create a biathlon/triathlon using assets such as the Lake Callide for kayaking, cycling and running Introduce an inter-resource company and agricultural sector company corporate triathlon competition Investigate improvements/upgrades to the Shire’s national parks which are required to improve visitor access and encourage greater use Undertake operator survey to gather market intelligence on visitor travel patterns/motivation’s in the Shire

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4. PRODUCT & INFRASTRUCTURE AUDIT

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4. Product and Infrastructure Audit

The following audit of facilities and events has Furthermore, the audit is a list only, as online data been undertaken through an online search of is not able to indicate the quality of facilities on various websites. It is unclear if some facilities are offer. This isn’t seen as necessary for the purposes doubled up (mentioned more than once under of this Tourism Strategy but in the future, there different names) and if some are no longer may be benefit in having a review of all facilities operating. Council will need to check and verify the undertaken which includes an assessment of accuracy of the data. quality as well and linked to the niche visitor markets which each facility tends to attract.

TABLE 2: FULL PRODUCT AUDIT

Name Suburb Category Sub-Category Banana Caravan Park Banana Accommodation Caravan Park Myella Farm Stay Baralaba Accommodation Farm Stay/B&B The Banana Hotel Motel Banana Accommodation Motel Baralaba Hotel Baralaba Accommodation Hotel Country Caravan Park Baralaba Accommodation Caravan Park Apollo Motel Biloela Accommodation Motel Biloela Caravan Park Biloela Accommodation Caravan Park Biloela Centre Motel Biloela Accommodation Motel Biloela Countryman Motel Biloela Accommodation Motel Biloela Hotel Motel Biloela Accommodation Motel Biloela Palms Motor Inn Biloela Accommodation Motel Boomerang Caravan Park Biloela Accommodation Caravan Park Callide Motor Inn Biloela Accommodation Motel Commercial Hotel Biloela Accommodation Hotel Discovery Holiday Parks - Biloela Biloela Accommodation Caravan Park Raintree Motel Biloela Accommodation Motel Settlers Motor Inn Biloela Accommodation Motel Silo Motor Inn Biloela Accommodation Motel Sun Valley Motel Biloela Accommodation Motel Heritage Centre Camping Facilities Cracow Accommodation Camping Ground Hotel Cracow Cracow Accommodation Hotel Dululu Hotel Dululu Accommodation Hotel Dululu Rest Area Dululu Accommodation Camping Ground Lake Victoria Camp Area Dululu Accommodation Camping Ground Goovigen Hotel Motel Goovigen Accommodation Hotel

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Name Suburb Category Sub-Category Isla Gorge National Park Camp Ground Isla Accommodation Camping Ground Jambin Hotel Motel Jambin Accommodation Motel Coal n Cattle Motel Moura Accommodation Motel Moura Caravan Park Moura Accommodation Caravan Park Moura Motel Moura Accommodation Motel Taroom Caravan Park Taroom Accommodation Caravan Park Cattle Camp Motel Taroom Accommodation Motel Lake Murphy Conservation Park Taroom Accommodation Camping Ground Leichhardt Hotel/Motel Taroom Accommodation Motel Hotel Thangool Thangool Accommodation Motel On Kariboe Thangool Accommodation Cabins Hotel Theodore Theodore Accommodation Motel Junction Park Camping Grounds Theodore Accommodation Camping Ground Red Steer Hotel Motel Thangool Accommodation Motel Commercial Hotel Wowan Accommodation Motel Wowan Caravan Park Wowan Accommodation Caravan Park Beautiful Betsy Walk Biloela Attraction Recreation Lake Callide Biloela Attraction Lake/Water Recreation Greycliff Homestead Biloela Attraction Cultural Attraction Kroombit Tops National Park Biloela Attraction National Park / Conservation Park Queensland Heritage Park Biloela Attraction Cultural Attraction Cracow Beach Cracow Attraction Lake/Water Recreation Lake Victoria Dululu Attraction Lake/Water Recreation Dawson Mine Viewing Platform Moura Attraction Lookout Meridian Marker Moura Attraction Cultural Attraction Moura Information Centre and Museum Moura Attraction Cultural Attraction Expedition National Park Taroom Attraction National Park / Conservation Park Lake Murphy Conservation Park Taroom Attraction National Park / Conservation Park Palm Tree Creek Taroom Attraction Lake/Water Recreation Taroom Historical Museum Taroom Attraction Cultural Attraction Mount Scoria Conservation Park Thangool Attraction National Park / Conservation Park Isla Gorge National Park Theodore Attraction National Park / Conservation Park Baralaba Show Baralaba Event May Silver Cup Campdraft Baralaba Event September Saratoga Classic Fishing Competition Baralaba Event September Baralaba, Moura Dawson River Festival Event September and Taroom Arts and Crafts Day Biloela Event October Biloela Christmas Festival Biloela Event October

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Name Suburb Category Sub-Category Brigalow Arts Festival Biloela Event October Callide Dam Fishing Classic Biloela Event October Callide Valley Show Biloela Event May Old Wheels in Motion Rally & Swap Meet Biloela Event July Rodeo Biloela Event May Rotary Ute, Car and Bike Show Biloela Event March Camboon Campdraft Camboon Event May Fred Brophys Boxing Tent Cracow Event April Chamapagne Campdraft Jambin Event September Working Cattle Dog Trials Jambin Event June Bronze Boots Campdraft Moura Event July Coal & Country Festival Moura Event August Muddy Water Fishing Classic Moura Event April Golden Horse Shoe Campdraft Taroom Event April Leichhardt Festival Taroom Event September Spring Races Taroom Event September Taroom Fishing Competition Taroom Event June Taroom Show Taroom Event May Christmas Markets Thangool Event November Thangool Cup Races Thangool Event September Winter Markets Thangool Event June Theodore River Festival Theodore Event October Theodore Show Theodore Event May Wowan Show Wowan Event August

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5. IDENTIFIED ISSUES

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5. Identified Issues

5.1. Product Development and Governance-Based Challenges

The following are the challenges relating to product development and governance based issues for the tourism sector:

Need for management agreements with each community committee interested in localised tourism activity including managing camping sites and collecting fees so a formal arrangement can be created which is able to be monitored and managed by Council to minimise risk; Reassess visitor information centres

effectiveness and efficiency throughout the The following challenges and gaps need to be Shire to verify ongoing operating costs and addressed to facilitate the success of this Strategy market desire for more online visitor and ultimately, to promote the development of information sources; sustainable tourism for the Shire. Lack of new product and heavy reliance on These issues have been identified through the older and an items outdated product and discussions with Council and stakeholders, as well facilities; as through desktop research and various site visits Limited range of accommodation on offer and assessments. which is limited to motels, basic camping and caravan grounds and limited farm stays; The issues have been segmented into the following Lack of all-weather attractions and categories: experiences in times of inclement weather; Product development and governance-based Retail offer limited with few food and beverage challenges; outlets with the exception of Biloela; Marketing and promotion challenges; and Limited hallmark events to entice special Infrastructure and investment challenges. interest markets (a few heritage based ones at

Recommendations regarding how many of these the Queensland Heritage Park); issues can be resolved or converted into One monthly farmers market only though we opportunities for the Shire are outlined in Section 6 acknowledge these are not always easy to sustain; of this Strategy.

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Limited fishing and sporting competitions 5.3. Infrastructure and Investment though potential may exist for more water Challenges

based comps; and The following outlines the primary challenges Tourism development options or areas relating to supporting infrastructure and specifically designated for these is currently investment. These include: not specified in Councils planning Variable quality in commercial documentation (currently being updated). accommodation throughout the Shire with 5.2. Marketing and Promotion some motel facilities renovated and up to date Challenges whilst others lag, along with caravan park The marketing and promotional based challenges facilities (thought to be primarily due to the include the following: focus on resource sector workers accepting more utilitarian services compared to a more The need for the rationalisation of visitor discerning leisure based visitor market); services to provide a more market driven Lack of directional road signage which details service; likely drive times as well as actual distances; The lack of an interactive and dynamic website there is confusion over 'Local Traffic' signs and to promote attractions, facilities, and to provide there is need for better clarity in road digital marketing of banana Shire to a wide conditions; range of visitor markets; Lack of directional signboards noting places of To verify whether the current arrangement with interest (cultural, historic, economic, GAPDL (the regional tourism organisation recreational); which covers banana Shire) is offering the Lack of interpretative signboards to offer base optimum marketing and promotional benefits; information on places of interest (and avoiding To rebuild relationships with the industry to the traditional signage syndrome of all things provide a united and cohesive approach to you can’t do at a site); tourism marketing and promotion with Council; Lack of viewing platforms and lay-bys to allow Development of a new photo library to better visitors to stop and look at vistas and sites, to promote the Shire and its attributes; encourage people to stop, walk and picnic etc.; Drive publicity with regular short stories to Lack of a higher quality modern holiday park GAPDL and TEQ; and (as opposed to more traditional caravan parks) Develop a robust statistical base of visitor data to encourage greater visitation and the use of in order to better understand the motivations the Shire as a potential hub location for visitors and movements of different visitor markets at to base themselves in; and different times of the year travelling through Lack of new investment into tourism related the Shire. product generally.

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6. THE OPPORTUNITIES

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6. The Opportunities

The following section highlights the opportunities Introduce a series of quarterly community and to focus on to activate and grow tourism for the industry tourism forums12, using the newly Shire. The opportunities have deliberately been updated image library and digital marketing kept succinct to focus on those opportunities campaign (to assist in telling our tourism and which are likely to generate the best possible lifestyle stories through effective and efficient economic and social returns in the shortest use of all forms of social media, refreshed timeframe. They therefore represent the lower story and experience trails, endemic hanging fruit tourism opportunities. indigenous history, updated and integrated website presence to maximise the mobile It is also important to note that whilst Council has nature of our core tourist market); an important role to play as an “enabler” in Investigate the development and marketing of facilitating and driving these projects, they also a fishing trail to link to existing fishing requires the active participation of a range of competitions and to stimulate special interest stakeholders. Council cannot be expected to do it market visitation as well as encouraging the alone. traditional markets to stay longer;

The opportunities have been segmented according to Develop a series of drive trails with supporting the following themes: online and hard copy collateral to encourage day and half day excursions by visitor markets Marketing and promotion; and staying in the Shire. Examples of this could Product development and investment. include a drive circuit from Biloela to Baralaba The opportunities are provided to help enable the via Jambin, Goovigen, linking across to the Shire to maximise tourism potential and grow the Leichhardt Highway, across to Baralaba, down 11 visitor economy over the short-medium term . to Banana and back to Biloela with stops to These are not in priority order. look at sites of significance en-route, coffee

6.1. Marketing and Promotion stops and a spot of fishing at the Baralaba Weir; The following reflects the marketing and Confirm the potential from the Sandstone promotion opportunities identified: Wilderness brand project to ensure Banana Develop and introduce an operator survey to Shire is able to be positioned as the eastern gather market intelligence on visitor travel gateway and anchor (via its National Parks patterns and motivations;

11 The period 2015-2020 12 To be held in different locations throughout the Shire to update industry and other interested parties on visitor trends and to spruik opportunities for new marketing and development initiatives;

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(Isla Gorge, Expedition, Precipice) as per the Baralaba and which can allow for easier and NPSR existing Sandstone Belt regional brand. ; safer access to the river especially for older Identify new and expanded day trip market visitors and those with young children and opportunities to encourage day trip visitors which can help support fishing events; from Gladstone, and other Develop a series of 2-3 smaller scale fishing coastal towns to come for fishing and sports- and trekking lodges on the edge of national based events introduced; parks and offering a central service block Investigate the potential for an adventure (reception, lounge area, restaurant, back of sports biathlon or triathlon using assets such house, retail, meeting room and toilet facilities as Lake Callide for kayaking, and surrounding etc.) along with chalets or converted dongers areas for cycling and running; with decks for accommodation units. We note Investigate the potential for an inter-resource the apparent abundance of new spare dongers company (major mines, power station) and in the Shire which are apparently surplus to agricultural sector company corporate requirements and which could provide a highly business triathlon competition; and cost effective option for accommodation as Ensure that a high quality photo library is part of a lodge development; created for the Shire which recognises that it is Introducing quality and low maintenance a prime agricultural growing area with quality directional and interpretative sign boards to pasture which is bisected by river systems and offer better quality information for sites of national park lands. interest and highway information; Investigate developing a series of elevated 6.2. Product Development and Investment viewing platforms and lay-by areas off main roads to encourage visitors to stop and The ability to grow a number of new markets and investigate sites of significance (cultural, strengthen existing markets is also dependent on historic, farming and mining) and to offer safe the creation of new facilities and amenities to and comfortable areas to break a journey as attract these markets. Opportunities include: well as having seating and picnic tables; and Developing a quality branded holiday-park at In partnership with NPSR, determine the Lake Callide to offer a mix of accommodation upgrades and enhancements required for options and supporting facilities as has been access roads, car parking, camping grounds created at Cania Gorge in North Burnett. This and possible information bays and shelters for can be developed as a staged project and need Isla Gorge, Precipice and Expedition National not be located next to where the current onsite Parks. The study should also investigate the accommodation is planned for; requirements to return Kroombit Tops National Introducing a series of pontoons or floating Park to a fully operational state after the jetties (which can rise and fall with the quickly cyclone damage has been assessed. changing river patterns) at key locations such

as the Junction at Theodore and the Weir at

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6.3. Importance of Highways provide an important resource for Banana Shire to leverage off. The following map illustrates the major highways which the leisure visitor markets in particular travel FIGURE 6: MAJOR ACCESS ROUTES on and which reflect:

A south – north lineal travel pattern as those from southern states (NSW, Victoria, South Australia) and from head north following warmer temperatures; The Newell Highway (which becomes the Leichhardt Way) and brings the bulk of Victorian and South Australian travellers; The New England Highway (which becomes the Burnett Highway) and which brings the bulk of NSW travellers through the Shire; and The Pacific Highway (which becomes the Pacific Coast Way) which brings a number of travellers from NSW and South East Queensland heading north but which requires travellers to head inland from North Burnett, Gladstone and Rockhampton to enter the Shire.

Anecdotal feedback indicates that 80-85% of all Most importantly, the feedback indicates that visitors are travelling on these south – north lineal approximately 15-20% of visitors at best use the highways into Banana Shire, with an estimated 65- into the Shire coming from 70% thought to be travelling south to north rather Gladstone heading west. Anecdotal feedback than north to south. Many inter-state travellers are indicates that relatively few however are then also using the Great Inland Way which takes travelling from Moura toward or travellers further west of the Shire to Roma, Injune, from Baralaba connecting to Rolleston on the Carnarvon Gorge (the nationally and internationally Great Inland Way. Most are thought to be travelling recognised dramatic Sandstone experience and east west to come into the Shire and then using the the western hub and gateway for the NPSR Leichhardt and Burnett Highways to travel north or Sandstone Belt regional brand), and north to south rather than out west. Emerald and Charters Towers. This is important to recognise as it has These major highways are marketed by well- implications for the Sandstone brand and future established Committees, with the active support of market positioning. Feedback indicates that many TEQ and other State Government agencies. They

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visitors are thought to be travelling up through the extends west to the world acclaimed Carnarvon Sandstone Belt on a south – north (or reverse) Gorge (in Maranoa Shire). lineal direction. They are therefore likely to enter As indicated in section 6.3 above, visitors cut the western gateway to the Sandstone Belt region across the sandstone region using the major at Carnarvon Gorge (outside of Banana Shire) highways which offer south – north lineal routes heading north and are more likely to head back rather than east-west. Whilst there is some travel home, and potentially cross into the eastern activity from Marua heading west toward gateway of the Sandstone Belt region using the Carnarvon Gorge this is thought to be relatively Leichhardt or Burnett Highways in Banana Shire. minor compared to the numbers travelling south - They don’t yet travel on an east west lineal pathway north on the Leichhardt and Burnett Highways through the Sandstone Belt as currently defined. through the Shire and others using the Great Inland The opportunity for Banana Shire is to develop Way which is outside of the Shire to the west. appropriate signage, enhanced product and The currently proposed RTO sandstone wilderness infrastructure to support Isla Gorge and the other brand offers a much wider sandstone delineated Sandstone national parks within the Shire as a area than the narrower NPSR Sandstone Belt major entry point for exploring, with the bulk of branded region. This is not problematic for Banana visitors travel south north, or north south. And to Shire providing that Banana Shire retains its unique assume that these visitors might have experienced position as the “eastern gateway and anchor for the western gateway (Carnarvon Gorge) already on the sandstone region”, by virtue of the national their way heading north. If it is possible to offer a parks with sandstone features within the Shire. If uniquely different sandstone environment however, this unique position was to be reduced or experience in Banana Shire this could help to grow lost by being included in a much wider sandstone visitation to the various national parks and region without the recognition, it is questionable strengthen the overall appeal of the Shire within the how much brand and marketing value Banana context of the true sandstone region. Shire would be able to leverage. Council will need 6.4. Value of Sandstone Branding to test the merits of this with the RTO (GAPDL).

The distinct escarpments, vistas, views and gorges The following diagram is provided to illustrate the which are a feature of sandstone environments are current NPSR Sandstone Belt regional brand being an important natural landscape of the Shire. marketed and the wider RTO proposed Sandstone Importantly, three of the major national parks Wilderness brand being proposed. within the Shire (Isla Gorge, Expedition and Precipice) offer the eastern gateway and anchor for the NPSR branded Sandstone Belt which

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FIGURE 7: CURRENT VERSUS PROPOSED SANDSTONE REGION

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6.5. Potential for Fishing Trails coming to the Shire, along with special interest markets who may be enticed via fishing The following map illustrates the major river promotional material. systems through Banana Shire and highlights that there are many places where access to rivers (the In addition, the number of water ways and river Dawson , the Don etc.) are close to the major systems could be an active location for bird highways and roads and therefore easily watchers. This is a further important and higher accessibility. With competitions already for yielding niche market who may be able to be Saratoga fishing at the Baralaba Weir etc., potential attracted to the Shire once further in-depth needs to be explored to create fishing trails to research is completed to identify the types of appeal to a number of the current visitor markets species able to be seen, their numbers and where.

FIGURE 8: MAJOR WATERWAYS IN THE SHIRE

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7. TOURISM ACTION PLAN

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9. Tourism Action Plan

The following are the suggested key result areas to Short term strategies are those recommended to be focused on to help facilitate the successful be implemented within the next two years (2015- implementation of this Strategy and to build the 2017), medium term are those within the following visitor economy for the Shire. three years (2018 - 2020) and long term includes those to be undertaken after five or more years Please note that this action plan contains steps (2021 onwards) but which may need to still required to realise future opportunities and achieve commence in the medium term. the recommendations included in this Strategy, as well as supplementary actions that can be undertaken to further the success of this Strategy.

TABLE 3: KEY PERFORMANCE AREA 1

Action Tasks Responsibility Timeframe KPIs

A wholesale digital . Complete the filming (video and Council . July - October . Quality updated image image library update stills) photography work 2015 library is created by Oct for the Council image 2015 library Complete specific . Story lines and collateral product Council . October – . Completion of all story stories and themes created to dovetail into the December lines and themes by based on towns, image library created 2015 November 2015 history, experiences . Complete the Banana Shire . Complete town signage etc. tourism signage story across all stories by December towns in the Shire 2015

Digital Marketing . Campaign text – stories and Council . January 2016 . Ensure digital marketing Campaign rolled out images fully integrated ongoing campaign is rolled out in January 2016 in time for the 2016 winter period Creation of an . Develop an operator survey to Council . By January . Develop operator survey Operator Survey gather market intelligence on 2016 by January 2016 visitor travel patterns and . Review first survey by motivations March 2016 Quarterly community . Run a series of quarterly Council . Commencing . Undertake quarterly and operator tourism community and operator tourism February 2016 forums from February forums forums to provide updates on and ongoing 2016 onwards visitor trends and to promote . Promotion next location new opportunities of quarterly forum within . Use to inform industry and 2 weeks of prior forum community about new digital being undertaken marketing campaign . These should be run at different locations within the Shire Develop and refresh all . Includes all town brochures Council . March – April . All old brochures and maps incorporating drive, 2016 removed by March 2016 town and tourism trails etc. . All new brochures and brochures and printed maps in place no later than April 2016 marketing collateral,

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Action Tasks Responsibility Timeframe KPIs

Community Tourism . Develop a campaign to better Council, . Short-medium . Develop a series of inform the community and industry term clever on line and hard Awareness Campaign retailers specifically on the need copy infographic to grow the visitor economy and diagrams to show how its value and benefits the tourism $ travels . As part of the digital marketing thru the local Shire campaign add an education economy and what it’s element to better arm the worth by September community with the skills and 2016 information to harness the . Encourage greater digital marketing campaign interaction between above etc. retailers and visitors to offer additional services and amenities by December 2016 . Monitor visitor feedback on satisfaction levels commencing in May 2017 Fishing Trail . Investigate developing and Council . Short – . Undertake investigation Development marketing a fishing trail, Medium term by July 2016 potentially linking to existing . Develop marketing fishing competitions and to collateral and marketing stimulate special interest market program by October visitation 2016 . Begin promoting the trail by January 2017 Development of drive . Create a series of drive trails to Council and . Short – . Undertake investigation trails encourage day and half day GAPDL Medium term by March 2016 excursions . Develop marketing . Provide hard copy and online collateral and marketing collateral to market these trails program by September 2016 . Begin promoting the trail by February 2017 Sandstone Wilderness . Re-evaluate the Sandstone Council, . Short term . Undertake re-evaluation project re-evaluation Wilderness project to ensure the industry, by December 2015 Shire is positioned as the eastern GAPDL, TEQ gateway and anchor (as per the NPSR existing Sandstone Belt) Adventure . Undertake feasibility study to Council . Medium term . Develop feasibility study biathlon/triathlon investigate the potential for an by July 2016 investigation adventure sports . Promote the event for biathlon/triathlon potentially March 2017 using assets such as Lake Callide Corporate business . Investigate the potential for an Council . Medium term . Undertake investigation triathlon competition inter-resource company (major by September 2016 mines, power stations etc.) and . Coordinate event by agricultural sector corporate May 2017 triathlon competition . Assessment could possibly be undertaken in tandem with the adventure biathlon/triathlon investigation above

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TABLE 4: KEY PERFORMANCE AREA 2

Action Tasks Responsibility Timeframe KPIs

Callide Dam . Planned and agreed cabins and Council . by April 2016 . Cabins and camping area recreation camping areas developed and fully operational for winter cabin and operational for 2016 2016 operation camping area development Holiday park . Council to investigate the Council (for . Short Term . Assessment to be development development of a possible quality feasibility) (feasibility) undertaken by September feasibility branded holiday destination park . Medium – Long 2016 assessment at Callide Dam Term (project . Make contact with . Feasibility assessment development) destination park operators undertaken to indicate viability of by November 2016 to the destination park developed in determine potential costs stages associated and revenue . If viable, Council to put generating opportunities opportunity out to tender for . If a positive outcome then reputable experienced park solicit destination park operators investor interest in development at the site. Floating . Undertake assessment on a Council, . Short Term . Assessment to be pontoon/jetty series of pontoons/floating jetties industry (assessment) undertaken by November assessment to allow for easier and safer stakeholders . Medium – Long 2016 access to the river Term (project . If assessment proves . Key locations should be development) viable, pontoons/jetties to investigated such as the Junction be introduced by June at Theodore and the Weir at 2017 Baralaba Feasibility . Investigate introducing 2 – 3 Council and . Short Term . Feasibility Investigation to assessment for smaller scale fishing/trekking stakeholders (feasibility) be completed by June small scale lodges on the edge of national . Medium – Long 2016 fishing/trekking parks Term (project . If viable, 2 – 3 lodges to lodges development) be gradually introduced commencing September 2017 Development of . Development of a signage Council and . Short – Medium . Signage strategy to be a Signage program which identifies ideal stakeholders term developed by December Program locations for quality and low 2017 maintenance direction and . Designs for new signage interpretative signage to highlight completed and tested by sites of interest June 2018 . New signage submitted for State Govt. approval by August 2018 . New signage is installed no later than 4 months post State Govt. approval Introduction of . Investigate the introduction of a Council and . Medium term . Assess locations elevated viewing series of elevated viewing stakeholders . Undertake investigation platforms and platforms and lay-by areas to and design work for lay-by areas encourage visitors to stop and platforms and lay-by investigate sites of significance areas by October 2017 . These could also offer safe and . Introduce platforms/lay- comfortable areas to break a by areas by March 2018 journey, provide seating, picnic tables

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Action Tasks Responsibility Timeframe KPIs

National park . In partnership with NPSR, Council and . Short – medium . Undertake assessment of supporting undertake an assessment of the NPSR term (assessment) 4 national parks with infrastructure Shire’s four national parks and . Medium - Long term NPSR by December 2016 improvement the upgrades/enhancements (implementation of . Begin to roll out assessment required (access roads, car improvements) upgrades/improvements parking, camping grounds, on priority issues by May information bays and shelters) 2017 . This should include an assessment on the requirements need to return Kroombit Tops to a fully operational state (after cyclone damage has been fully assessed)

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8. SUPPORTING DOCUMENTATION

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10. Supporting Documentation

Supporting Documentation 1: Visitor Forecasts

Base Scenario Current 2015 2016 2017 2018 2019 2020 Domestic O/night 89,000 90,638 94,178 97,474 101,290 104,095 106,978 Interstate 40,050 41,051 43,104 44,612 46,843 48,014 49,214 Intrastate 48,950 49,586 51,074 52,862 54,447 56,081 57,763

Domestic Day 101,000 102,515 104,053 105,614 107,198 108,806 110,438

International 8,000 8,120 8,242 8,365 8,491 8,618 8,748

Total Visitors 198,000 201,273 206,472 211,453 216,979 221,519 226,163

Breakdown by Purpose of Visit Current 2015 2016 2017 2018 2019 2020 Domestic O/night Holiday 35,000 35,936 38,765 41,341 44,428 46,492 48,627 VFR 23,000 23,299 23,602 23,909 24,220 24,534 24,853 Business 25,000 25,325 25,654 25,988 26,326 26,668 27,014 Other 6,000 6,078 6,157 6,237 6,318 6,400 6,483

Domestic Day Holiday 48,000 48,723 49,388 50,058 50,733 51,414 52,098 VFR 32,000 32,320 32,708 33,100 33,498 33,900 34,306 Business 11,000 11,352 11,715 12,090 12,477 12,876 13,288 Other 10,000 10,100 10,201 10,303 10,406 10,510 10,615

International Holiday 5,600 5,712 5,826 5,943 6,062 6,183 6,307 VFR 1,200 1,212 1,224 1,236 1,249 1,261 1,274 Business 1,200 1,216 1,232 1,248 1,264 1,280 1,297 Other 0 0 0 0 0 0 0

Total Visitors 198,000 201,273 206,473 211,453 216,979 221,519 226,163

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Stretch Scenario Current 2015 2016 2017 2018 2019 2020 Domestic O/night 89,000 92,071 99,436 103,414 113,755 126,160 129,656 Interstate 40,050 41,652 44,984 46,784 51,462 57,637 59,078 Intrastate 48,950 50,419 54,452 56,630 62,293 68,522 70,578

Domestic Day 101,000 103,020 105,080 107,182 109,326 111,512 113,742

International 8,000 8,160 8,323 8,490 8,659 8,833 9,009

Total Visitors 198,000 203,251 212,840 219,085 231,740 246,504 252,408

Breakdown by Purpose of Visit Current 2015 2016 2017 2018 2019 2020 Domestic O/night Holiday 35,000 35,447 39,774 41,365 45,502 50,464 51,863 VFR 23,000 25,319 27,842 28,956 31,851 35,325 36,304 Business 25,000 25,043 25,356 26,370 29,008 32,171 33,062 Other 6,000 6,261 6,463 6,722 7,394 8,200 8,428 89,000 92,071 99,436 103,414 113,755 126,160 129,656

Domestic Day Holiday 48,000 35,447 42,032 42,873 43,730 44,605 45,497 VFR 32,000 25,319 29,423 30,011 30,611 31,223 31,848 Business 11,000 25,043 26,796 27,331 27,878 28,436 29,004 Other 10,000 6,261 6,830 6,967 7,106 7,248 7,393 101,000 92,071 105,080 107,182 109,326 111,512 113,742

International Holiday 5,600 3,672 3,745 3,820 3,897 3,975 4,054 VFR 1,200 3,264 3,329 3,396 3,464 3,533 3,604 Business 1,200 1,224 1,248 1,273 1,299 1,325 1,351 Other 0 8,000 8,160 8,323 8,490 8,659 8,833 9,009

Total Visitors 198,000 192,301 212,840 219,085 231,740 246,504 252,408

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