Tropical North Queensland Destination Tourism Strategy 2012 – 2016 Destination Tourism Strategy 2012 – 2016 Tropical North Queensland Adventurous by nature Tropical North Queensland is the best sustainable tropical visitor destination in the world, combining adventure and relaxation with some of the greatest natural wonders in the world. Tourism in Tropical North Queensland is the backbone of the region’s sustainability and economic growth. In 2016 Tropical North Queensland will be: Globally recognised for its world heritage Great Barrier Reef and ancient rainforest, it is Australia’s premier tropical destination, where the spirit of adventure comes alive in a world of natural and cultural wonders. Framework for Success This Destination Tourism Strategy provides the framework to guide tourism industry development in the Tropical North Queensland 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 Tropical North Queensland 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 marketing promise; and a tourism industry that is operating at the highest standards of service, safety and sustainability through effective Industry Development programs TROPICAL NORTH QUEENSLAND Cairns 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 Imbed the ‘Adventurous by nature’ brand and marketing promise ‘Feel the natural exhilaration Target Markets Connectors of an Australian tropical adventure’ in all All tourism development and promotional activity Connectors see holidays as a chance marketing activity. is based on consumer needs. The following target to connect with the Tropical North Queensland adopts a dual brand markets for Tropical North Queensland include the people they care current targets and those identified for development most about. They will strategy. Internationally Cairns and Great Barrier to achieve the region’s long term potential. often subordinate their Reef, Queensland, Australia and domestically own preferences in Tropical North Queensland, Adventurous by Tier One: terms of activities to nature. It captures the essence of Tropical North ensure everyone has Connectors in Brisbane and Regional Queensland - Australia’s premier nature-based a good time. Queensland (600km radius of Tropical North adventure destination, an exhilarating and life Queensland) Social Fun-seekers changing natural encounter and a celebration For this market, the of the tropical Australian lifestyle. Social Fun-seekers in Sydney and Melbourne essence of a holiday is having a fun time. Extend seasonal reach and diversify our New Zealand, USA, United Kingdom, Germany, While they do a lot of tourism base through targeted marketing in the China and Japan different activities, it is areas of events, incentive, education, culture sharing the experience Tier Two: with friends and other and sports tourism. holiday makers that Active Explorers in Sydney and Melbourne Continue to promote and protect the significant makes the difference. France, Hong Kong, Canada, Taiwan, India, World Heritage values of the region’s Reef and Active Explorers Korea, Singapore and Indonesia Rainforest icons and build awareness of the Holidays are about region’s significant Aboriginal and Torres Strait Tier Three: pushing boundaries through challenging Island cultures. Scandinavia, Italy, Netherlands, Switzerland, themselves via Ensure the region is at the forefront of digital Middle East and Malaysia physical activity. and social media marketing trends. They enjoy the company of others, Reinvigorate Tropical North Queensland’s global but their focus is on appeal and offer through the implementation exploring the extremes of their physical of the Great Barrier Reef Project and Tourism environment and Australia’s National Landscapes Program. themselves. It’s about feeling alive. Drive greater regional dispersal through new and innovative marketing of the Great Tropical Drive and broader Drive North Queensland journey experiences into Cape York and the Gulf Savannah. Develop marketing opportunities leveraging off the recommendations of the Cairns-Townsville ¹ Domestic target markets are based on Tourism Queensland’s Domestic Consumer Segmentation Model adopted in 2008 Experience Development Strategy. 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 marketing promise through the easier for Australians to travel overseas. development of innovative tourism projects, including the Catalyst Projects identified in People are striving to achieve an emotional or personal achievement the Tropical North Queensland Tourism on their holidays; therefore, Queensland needs to differentiate their Opportunity Plan: holidays by providing experiences that fulfil that desire. Cairns Arts, Cultural and Events Precinct Australia is an expensive holiday destination relative to many of its key Australian World Heritage Centre Cairns competitors and therefore needs to focus on competing on providing quality experiences and service and not on price. Port Douglas Waterfront Development There is a trend for shorter holidays with shorter booking lead times. Welcome to Country Experience Clump Point Safe Boat haven Tablelands Adventure Trails Barron Gorge Tourism Precinct Opportunities for Growth Cape York Wilderness Experience The following opportunities will need to be progressed for Tropical North Daintree Sustainable Tourism Gateway Queensland to achieve its aspiration for 2016: Education and Wellbeing Tourism Expand direct international aviation connections into Asia. Torres Strait Islands Experience Attract new flights from key markets and grow the cruise sector. Great Green Way Nature Trail Foster stronger stakeholder marketing plan and campaign alignment. Tropical North Queensland Culinary Tourism Respond to new experience segments. Tablelands Accommodation Improve visitation during shoulder seasons and support events Cooktown Port and Marina strategy as a key driver for growth outside traditional peak months. Tropical North Queensland Drive Tourism Prepare industry for seasonal and extreme weather patterns. Improve access to the region via aviation, cruise, Expand and promote quality nature-based accommodation rail, drive. experiences. Foster new product development in line with the Ensure community and service infrastructure requirements keep Great Barrier Reef Project and Cairns-Townsville pace with a growing population so as to support sustainable Experience Development Strategy. tourism growth. Focus on development that builds on the destination’s competitive advantages. Attract and facilitate ongoing investment in product development. Grow adventure based products and events. Implement strategies identified in Queensland’s China Tourism Towards 2020 Strategy. Industry Development Address the limited supply of both skilled and unskilled staff. Build the reputation of the destination as Recognise and address the increasing competition in product, access renowned for quality product and service and price from overseas tropical tourism destinations. Compete on standards through focused industry the region’s value proposition and reputation for high quality and development programs, particularly in the areas safe visitor experiences. of: domestic and international ready, better business practice, improved service programs, Gain wider community appreciation of the true value of tourism digital ready, cultural awareness, brand to the local economy, social development and environmental awareness and crisis management. sustainability. Protect Tropical North Queensland’s reputation as a leading ‘sustainable tourism destination’ through focused sustainability and climate change programs and nurturing and upholding world heritage values. Foster the ongoing development of world class marine tourism operators in Tropical North Queensland drawing on the recommendations of the Great Barrier Reef Project. Destination Tourism Strategy 2012 – 2016 Contribution to Queensland’s Tourism Contribution to Tropical North Queensland’s Gross State Product ($m) in 2007-08* Regional Output ($m) in 2007-08^ 86% ($7,888m) 90% ($18,878m) 14% ($1,304m) 10% ($2,024m) Tropical North Queensland Tourism Rest of Queensland Other Industries *Source: Sustainable Tourism Cooperative Research Centre (2010) Regional Economic Contribution of Tourism Destinations in Queensland. ^Source: Tourism Research Australia (2011) The Economic Importance of Tourism in Australia’s Regions. Why Tourism? The Destination Implementation Tourism Strategy Tourism is the mainstay of the Tropical North will be used as the The Tropical North Queensland Destination Queensland economy and makes a significant reference point for: Tourism Strategy, in articulating the agreed tourism contribution to the sustainable development of the encouraging direction for the destination, provides the strategic regional economy and community. stronger linkages platform for: and coordination In the year ending 30 September 2011 ² Tropical across all