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South East Queensland Country Tourism Opportunity Plan

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South East Queensland Country Tourism Opportunity Plan South East Queensland Country Tourism Opportunity Plan 2 0 0 9 – 2 0 1 9 DISCLAIMER – SOUTH EAST QUEENSLAND COUNTRY REGIONAL TOURISM ORGANISATIONS The South East Queensland Country Regional Tourism Organisations make no claim as to the accuracy of the information contained in the South East Queensland Country Tourism Opportunity Plan. The document is not a prospectus and the information provided is general in nature. The document should not be relied upon as the basis for financial and investment related decisions. DISCLAIMER – STATE GOVERNMENT DISCLAIMER – EC3 GLOBAL The Queensland Government makes no claim as to the accuracy of the information contained in the South East Queensland Country Tourism Any representation, statement, opinion or advice, expressed or implied in Opportunity Plan. The document is not a prospectus and the information this document is made in good faith but on the basis that EC3 Global is provided is general in nature. The document should not be relied upon as not liable (whether by reason of negligence, lack of care or otherwise) to the basis for financial and investment related decisions. This document any person for any damage or loss whatsoever which has occurred or does not suggest or imply that the Queensland State Government or any may occur in relation to that person taking or not taking (as the case may other government, agency, organisation or person should be responsible be) action in respect of any representation, statement or advice referred for funding any projects or initiatives identified in this document. to in this document. Front cover image: Dan Proud Executive Summary Purpose South East Queensland Country The purpose of this Tourism Opportunity Plan (TOP) is to in 2019 provide direction for the sustainable development of tourism in South East Queensland Country is a partnership between five the South East Queensland Country Region over the next ten Regional Tourism Organisations to promote and develop years to 2019. ‘country’ short-break holidays for consumers in South East Queensland (SEQ) and Northern NSW. The region offers non- The TOP aims to: coastal, country experience around Brisbane and includes the Identify new and upgraded tourism product that meets distinctive sub-destinations of Queensland’s Southern Downs future visitor expectations and demands; and Granite Belt, Toowoomba and the Darling Downs, South Identify the need for new investment in infrastructure that Burnett including the Bunya Mountains, Sunshine Coast supports the ongoing development of tourism; Hinterland and Greater Brisbane Country. Provide relevant research based information on tourism Over the next ten years, with continued visitor growth, a rapidly Executive Summary supply and demand; and growing population base and economic growth due to the Provide an agreed focus and mechanisms for engagement mining boom in the Surat-Dawson basin, South East with the tourism industry, infrastructure providers and Queensland Country faces significant challenges in meeting private investors. the future needs of these populations. In particular, the The audience of the report includes Local, State and Federal increasing pressure on infrastructure, resources and utilities. Government agencies, regional economic development The challenge for South East Queensland Country is to be able agencies, Regional and Local Tourism Organisations, investors to further develop the tourism industry within the economic and developers and tourism industry operators. development profile of the region. Tourism needs to be The development of the TOP has been based on extensive considered in the future infrastructure and services research as well as consultation with a diverse range of development required to meet the needs of the growing regional and external stakeholders including government population of the region. agencies, tourism industry, tourism stakeholders, developers and investors. Over 110 stakeholders were consulted Catalyst Projects throughout this project, from survey consultation through to one-on-one interviews, forums and workshops. Ten catalyst projects have been identified for South East Queensland Country over the next ten years. These projects This TOP does not purport to canvass all possible projects for are tourism investment or infrastructure projects of regional the region. Recommendations made in this TOP were significance which are expected to act as a catalyst to a range developed through an assessment of projects based on an of other investment, marketing and product development agreed set of criteria: opportunities. 1. Is the product unique or provide a competitive These catalyst projects were identified as: advantage for the region? 2. Does the project meet the needs of growth target 1. South East Queensland Country Food and Wine markets? Experience 3. Is the product / project demand driven? 2. Developing a ‘Country Drive’ Landscape 4. Is market failure evident to support the need for the 3. Encouraging Unique, Boutique and Quality Accommodation product or investment opportunity? 4. Handmade in Country – Living Heritage 5. Extension to the Brisbane Valley Rail Trail 6. Bunya Mountains Activity Centre 1 7. Thomas Jack Park Visitor Information and Cultural Precinct The South East Queensland Country Tourism Opportunity Plan 8. Picnic Point Parklands Future Use Plan recommendations focus on the four regional council areas of 9. Stanthorpe Tourism precincts and Pedestrian Linkages Western Downs, South Burnett, Southern Downs and Toowoomba. The overall South East Queensland Country 10. Morgan Park Master Plan and Site Development Region also extends into the Sunshine Coast Hinterland, Greater Brisbane Country and the Gold Coast Hinterland. Regional Priority Projects Separate Tourism Opportunity Plans have already been developed for the Sunshine Coast, Brisbane and the Gold Investment in tourism products and tourism related Coast. A summary of the recommendations of these Tourism infrastructure is required in order to meet the future needs of Opportunity Plans is provided throughout this report. visitors to each of the distinctive sub-regions of South East Queensland Country. The Tourism Opportunity Plan provides a summary of the tourism related development projects that Implementation have been identified by each of the four sub-regions of South The TOP aims to provide a clear set of priority projects for the East Queensland Country (the Local Government Areas of region to guide product development partnerships and local Western Downs, South Burnett, Southern Downs and planning. More importantly, the plan provides a vision and Toowoomba) as being essential in meeting the needs of future direction for future tourism development that meets the needs target markets and market demand. A number of region-wide of the community and consumer alike. priority projects are also identified. SEQC stakeholders will need to work together to take ownership for implementation of this TOP so as to achieve Additional Projects improved visitor growth, increased lengths of stay and A number of long term projects have also been identified for improvided visitor yields across the regions. South East Queensland Country under the following SEQC RTOs will be responsible for managing and categories: co-ordinating the implementation of the Plan in partnership Tours and Attractions with Tourism Queensland and State and Local Government. Regional Cuisine The RTOs and the region's DMO will monitor progress of the Plan's recommended projects and where necessary assist in Outdoor Recreation forming project groups of relevant agencies/organisations to Culture and Heritage take the project recommendations forward. Accommodation Events / Conferences Executive Summary Major Infrastructure / Services These projects have been identified by stakeholders as important for the region, however on initial investigation it was determined that these developments were not feasible to be undertaken at this stage. This was due to either the fact that the project was not feasible within the ten year time horizon of the Tourism Opportunity Plan or due to significant barriers restricting the project’s development. If these barriers and time restrictions can be overcome, then these projects may be able to be progressed. Bushwalking, Bunya Mountains, Fraser Coast South Burnett 2 South East Queensland Country Tourism Opportunity Plan 2009-2019 Contents Executive Summary.....................................1 6 Regional Priority Projects..........................24 Contents .............................................3 6.1 Region-Wide Priority Projects . 24 Acronyms . 4 6.2 Western Downs Regional Council Area .............25 6.3 South Burnett Regional Council Area . 25 1 Context..........................................5 6.4 Southern Downs Regional Council Area . 26 1.1 What is a Tourism Opportunity Plan?................5 6.5 Toowoomba Regional Council Area................27 1.2 The South East Queensland Country Region..........5 6.6 Major Infrastructure and Utilities . 28 1.3 Future Tourism Profile . .8 7 Additional Tourism Opportunity Plan Projects .........29 2 Methodology .....................................9 7.1 Long-Term Projects............................29 2.1 Tourism Opportunity Plan Development Methodology ...9 7.2 Links to Completed Tourism Opportunity Plans.......29 2.2 Stakeholder Consultation . 9 7.2.1 Sunshine Coast Tourism Opportunity Plan .....30 2.3 Data Sources and Limitations . 9 Contents 7.2.2 Brisbane Regional Tourism Investment
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