The Whitsundays Tourism Opportunity Plan 2012–2016 DISCLAIMER – Whitsundays Marketing and Development and Tourism Queensland make no claim as to the accuracy of the information contained in the Whitsundays 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 decision. DISCLAIMER – STATE GOVERNMENT The Queensland Government makes no claim as to the accuracy of the information contained in the Whitsundays 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. This document does not suggest or imply that the Queensland State Government or any other government, agency, organisation or person should be responsible for funding any projects or initiatives identified in this document. Executive Summary Long Island Purpose The purpose of the Whitsunday Tourism Opportunity Plan (TOP) is The TOP does not purport to canvas all possible projects for to provide direction for the sustainable development of tourism in the region. Further it is not a list of projects to be delivered by the Whitsunday region. government. Recommendations made in this TOP following initial stakeholder consultation have been developed through an This document is an update of the Mackay Whitsundays Regional assessment of projects based on an agreed set of criteria: Tourism Investment and Infrastructure Plan (RTIIP) 2006-2016. This particular document however, relates only to the Whitsundays The project meets the needs of target markets; Executive Summary Executive region (a separate document has been developed for the Mackay The project capitalises on a particular destination attribute that region). creates appeal; The original Mackay Whitsunday RTIIP was the very first created in The project has the potential to stimulate growth in the Queensland. This new document focuses on the priority catalyst Whitsunday Region over the next 5-10 years; projects for the Whitsunday region as determined in consultation The development of new products compliments and does not with the Queensland State Government, Whitsunday Regional unnecessarily compete with existing products; Council, Whitsundays Marketing and Development, Regional There is a strong level of interest and support from local Development Australia Mackay Whitsunday Issac (RDA) and stakeholders; industry. This reflects the change in priorities over the last five years and also notes that some of the existing catalyst projects identified The project is aligned with the vision for the region and in the previous RTIIP have already been completed. community aspirations; The likely net benefits span across the social, environmental The TOP aims to: and/or economic outcomes; Identify new and upgraded tourism product that meets future Aligns with Local/State/Federal Government priorities and is visitor expectations and demands; likely to gain political support. Identify the need for new investment and infrastructure that supports the ongoing development of tourism; Provide relevant research-based information on tourism supply and demand; and Provide an agreed focus and mechanism for engagement with the tourism industry, infrastructure and private investors. The audience of the TOP includes Local, State and Federal Government agencies, regional economic development agencies, Regional and Local Tourism Organisations, investors and developers and tourism industry operators. i Luncheon Bay Catalyst Projects Key Infrastructure Projects Seven catalyst projects are identified for the Whitsunday region. Four key infrastructure projects which require immediate attention1 These are tourism investment or infrastructure projects of regional and which are canvassed in this TOP are: significance and which are expected to act as a catalyst to generate 1. Increasing the supply of potable water to the regions (the a range of other investment, marketing and product development Burdekin Dam Pipeline Project and/or support for water opportunities. recycling); Airlie Beach Water Park — utilising the existing lagoon 2. Improving electricity supply and service delivery to the regions; Executive Summary Executive infrastructure; 3. Improving the supply of telecommunications services to the Airlie Beach Flow Rider Attraction — developed as part of the regions; and water park linked to the exising Airlie Beach Lagoon; 4. Introducing effective waste management systems, especially Airlie Beach Tourist Precinct — project to link the key tourism for boat sullage. elements of Airlie Village including the main street, foreshore, 5. Monitor and improve road access to the region. lagoon, Port of Airlie, lookout and visitor centre, botanic gardens and bicentennial walkway, and a marine discovery centre; Airlie Beach Community, Event and Conference Venue — to serve as a multipurpose community and tourist facility that could also be integrated with a major car park close to the main street of Airlie Village; Bowen Produce Centre — to serve as a focal point for the sale and presentation of locally grown fruit and vegetables, seafood and gourmet produce; Whitsundays Dive Wreck Trail — to start from the Bowen Jetty, with other sites including Stone Island, Hideaway Bay, and various sites off Airlie Beach and surrounding Whitsunday island; Airlie Beach Development — consolidation and updating of Airlie Beach plans for development; and Whitsunday Coast Airport Runway Extension – a proposed 270m extension to 2300m to increase the airport’s capability. 1 Projects 1-4 were noted by infrastructure agencies, councils, operators and developers-investors in the development of the original Mackay Whitsundays RTIIP 2006-2012. Project 5 was identified in the RTIIP review in 2012. ii Contents Hamilton Island Golf Course, Dent Island Executive Summary ..............................................I 6 Key Infrastructure Projects ................................16 Purpose ..........................................................i 6.1 Increasing the Supply of Potable Water to the Region ...16 Catalyst Projects .................................................ii 6.2 Improving electricity supply ..............................16 Key Infrastructure Projects ......................................ii 6.3 Improving the Supply of Telecommunications Services. .17 6.4 Introducing Effective Waste Management Systems ......17 Acronyms .......................................................2 6.5 Monitor and Improve Road Access to the Region ........17 1 Context .....................................................3 7 Investment Projects ........................................18 1.1 What is a Tourism Opportunity Plan?. 3 7.1 Accommodation ...........................................18 1.2 The Region .................................................3 7.2 Attractions and Activities ..................................19 1.3 Tourism in the Region ......................................5 7.3 Transport. .20 2 Methodology ................................................7 7.4 Superstructure. 21 2.1 TOP Development Methodology ...........................7 7.5 Marketing .................................................22 2.2 Project Assessment Criteria ...............................7 7.6 Community. 22 3 A Vision for The Whitsundays Region ......................8 7.7 Strategic Planning ........................................22 3.1 Vision and Themes .........................................8 7.8 Human Resources ........................................23 3.2 Target Markets. .8 7.9 Infrastructure Opportunities and Issues .................24 3.3 Whitsunday Regional Council Community Plan ............9 8 Implementation ........................................... 25 4 Gap Analysis ...............................................10 4.1 Destination Opportunities and Challenges ...............10 4.2 Potential Growth Segments ............................... 11 5 Catalyst Projects ...........................................12 5.1 Airlie Beach Water Park. .12 5.2 Airlie Beach Flow Rider Attraction ........................12 5.3 Airlie Beach Tourist Precinct ..............................13 5.4 Airlie Beach Community, Event and Conference Venue ..13 5.5 Bowen Produce Centre ....................................14 5.6 Whitsundays Dive Wreck Trail .............................14 5.7 Airlie Beach Development ................................15 5.8 Whitsunday Coast Airport Runway Extension ............15 1 Acronyms Catseye Bay, Hamilton Island DMP Destination Management Plan DSDIP Department of State Development, Infrasturcture and Planning DTS Destination Tourism Strategy EW Enterprise Whitsundays GBR Great Barrier Reef GRP Gross Regional Product Acronyms IVS International Visitor Survey LGA Local Government Area LT O Local Tourism Organisation NVS National Visitor Survey QPWS Queensland Parks and Wildlife Service QTIC Queensland Tourism Industry Council QTS Queensland Tourism Strategy RDA Regional Development Australia Mackay Whitsunday Isaac RTIIP Regional Tourism Investment and Infrastructure Plan RTO Regional Tourism Organisation TOP Tourism Opportunity Plan TQ Tourism Queensland VIC Visitor Information Centre WM&D Whitsundays Marketing and Development WRC Whitsunday Regional Council 2 1 Context Tongue Bay, Whitsunday Island one-on-one interviews, attending council meetings and hosting 1.1 What is a Tourism Opportunity