CAPRICORN DESTINATION TOURISM PLAN Final Report March 2014 .. Executive Summary Key Markets Tier One Tourism is both a major economic activity and • Connectors in Regional Queensland and lifestyle driver for the Capricorn region. The Brisbane (400km radius of the Region) visitor economy injects $525 million of direct Tier Two expenditure into the destination each year, • Social Fun-seekers and Active Explorers in which, in turn, supports over 5,600 jobs (direct Sydney and Melbourne and indirect). Visitor expenditure also supports a • New Zealand, United Kingdom and North range of infrastructure including restaurants, America, promoted as Southern Great airports and cultural facilities, which actively Barrier Reef contribute to developing liveable communities. Tier Three To help achieve Central Queensland’s 2020 • Europe, promoted as Southern Great target aspiration of $1.16 billion, Capricorn will Barrier Reef have to contribute approximately $787 million (68% of the Central Queensland 2020 target1) New and Developing towards the 2020 target. In order to do this, key • China, promoted as Southern Great market segments need to be harnessed to drive Barrier Reef growth in the region. Opportunities for Growth Recognising this, the following Capricorn To grow and prosper as a destination and to Destination Tourism Plan has been prepared to achieve its $787M aspiration for 2020 (an extra provide the definitive direction for tourism and $265M), it is recommended that the following events in the Capricorn Region towards 2020, markets be considered as key target areas for highlighting the resources required to achieve growth of Capricorn’s visitor economy: the 2020 target and create a sustainable and • Visiting Friends and Relatives (VFR) competitive tourism and events destination. • Business About the Destination • Travel for a Purpose (health and education) Straddling the tropic of Capricorn and sitting at • Sporting and Events the centre of the South Great Barrier Reef • Niche (adventure and marine) (SGBR) area, the Capricorn Region offers visitors a truly diverse range of experiences, including: the pristine Capricorn Coast, the ‘Beef Capital of Figure A: Contribution to the 2020 target by Australia’ Rockhampton, and the dramatic segment (in $ millions) natural landscapes of the Carnarvon Gorge, Central Highlands and the Sapphire Gemfields. Visitors are immersed in some of the best experiences Queensland has to offer. $185 The region is predominantly a holiday and $283 visiting friends and relatives destination that $47 possesses four distinct ‘hero experiences’: $15 • Southern Great Barrier Reef; $53 • Carnarvon Gorge and Natural Wonders; $204 • Caves and Fossicking; and • Regional Specialties and Culinary Delights. VFR Business 1 Capricorn’s 2020 target aspiration towards the Travel for Purpose Sport and Events Central Queensland 2020 target has been set based on its proportion of visitor nights compared Niche Remaining Visitors to Gladstone for the Central Queensland region. Capricorn Destination Tourism Plan 2014-2020 2 • Attract new event visitors to the region Towards 2020 through the successful acquisition and $185 attraction of new major events and Our Vision increasing the visitor numbers to existing The 2020 Destination Vision for Capricorn is: events. • Better market to the travelling for a purpose For industry and community to (health and education) segments through more targeted marketing campaigns. This embrace the broader visitor will require new partnerships to be formed economy to support innovative and across sectors that deliver benefits to the sustainable island, coastal, entire visitor economy. mainland and wilderness Destination Priorities experiences. The following priority strategies have been targeted for the Capricorn Region within the • For the Capricorn Coast, this means building Southern GBR destination: recognition of and encouraging new coastal, 1. Support major investments by the private reef and island experiences. sector which develop new product and • For Rockhampton this means positioning refresh existing assets, including the city as a real alternative for business, • the revitalisation of Great Keppel Island lifestyle and events. • Iwasaki Resort revitalisation and • For the Sandstone Wilderness (located in expansion Queensland’s Central Highlands) it means gaining national recognition as the next • investment in youth and adventure Kimberley and promoting the Sapphire product across the region; Gemfields. • a new boutique nature-based accommodation in the Southern GBR Our Goals and Sandstone Wilderness. • Increase the average spend for VFR visitors by 25% above inflation, this will require not 2. Secure funding for major public works for only new product development with tourism oriented projects that have a commercial fees but requires support for broader community benefit through a high operators on developing and delivering quality investment prospectus including: experiences (incorporating mentoring • Capricorn Coast foreshore precinct support) that generate a higher value for development (Yeppoon, Causeway money and thus higher spend per visitor. Lake, and Emu Park) • Increase the average length of stay of • Development of Panorama Drive, business visitors by half a day by linking Pacific Heights Yeppoon, to provide an more business trips to leisure experiences alternative, storm surge immune, route and events. to the expanded Iwasaki Integrated • Increase the average spend for niche visitors Resort development coming for marine and adventure • Rockhampton Riverfront precinct and experiences by 2% above inflation. This can CBD revitalisation only be accomplished through a mix of new • Mount Morgan precinct development product development and a major marketing campaign under the Southern 3. Target growth in Business and Sporting Great Barrier Reef banner. Events through the success of the • Help facilitate the revitalisation of Great CQNRL Bid incorporating a 1,000 seat Keppel Island as a catalyst to new investments in reef and island tourism Convention Centre and multi-purpose products in the region facility. A focus on niche marketing strategies linked to health and Capricorn Destination Tourism Plan 2014-2020 3 education, and including conferences Mount Morgan, Heritage Village, and and visiting friends and relatives with Art Gallery links to leisure activities. • Cultural heritage and indigenous attractions across the region 4. The continued financial and product • Growing length of stay and visitor development support of the Southern expenditure by integrating cultural, Great Barrier Reef destination brand, heritage and arts experiences alongside targeting domestic and international existing business events with leisure experience seekers (specifically targeting events and unique and authentic arts New Zealand). and cultural experiences. 5. Promote the future potential of the Sandstone Wilderness through an 9. Leverage the economic diversity of the Infrastructure Plan by the land owners and region through a strategic approach to managers with detailed cost and benefit growth in health, education, agriculture, modelling of key projects including: transport logistics, retail, and service • Road upgrade to Carnarvon Gorge sectors to encourage and support • New 2WD and 4WD trail development population growth that will drive growth in VFR. • Additional caravan and camping facilities Enablers of Success • Gemfields Interpretative Trail • Rockhampton Airport to secure customs for • ‘Dig the Tropic’ Education Program international status – not only for leisure, leveraging agriculture, health, education 6. An annual experience development and military. mentoring program by Capricorn • Rockhampton and Gladstone Public Enterprise (CE), Queensland Tourism Transport Link (rail, air, road). Industry Council (QTIC) and Tourism and Events Queensland (TEQ) to encourage the • Secure a commitment to the Central development of new products that meet Queensland NRL bid. the needs of emerging markets. • Support the application from Livingstone Shire for City Status of Capricorn Coast to 7. A long-term increase in the events support the region’s branding and marketing budget to promote leisure awareness. activities around business events to implement the priorities of the Events • Ensure that planning schemes are proactive Strategy (2010). This includes specialist in identifying future tourism opportunities skills in event acquisition and and create an investor friendly environment development to guide the development of • Create an integrated digital marketing existing events and assist in acquiring new interpretation platform that allows visitors major events for the destination, as well as to explore the region and share their leveraging cultural and heritage assets, experiences almost instantaneously through existing sporting and leisure facilities, and innovative Wi-Fi options in remote areas. air access. • Encourage stronger links between tourism 8. Promote and develop the potential of the and the arts to proactively encourage art in Region’s Heritage, Culture and Arts residential and CBD areas to improve live- products and experiences, showcasing key ability and sense of place. attractors in Regional and Local marketing • Strengthen local and regional partnerships activity where appropriate to target in tourism and economic development markets, and in particular utilising events including the SGBR partnership. to leverage the potential of; • Build community appreciation and support • Rockhampton’s