Investing in our future:Building Queensland’s Tourism Industry
May 2014
Revitalising the tourism industry• Tourism - part of a four pillar economy
• Tourism Cabinet Committee driving a whole-of-government approach
• Machinery of Government changes support:– Department of Tourism, Major Events, Small Business and the
Commonwealth Games (DTESB)– Tourism and Events Queensland (TEQ)– Service Level Agreement with the Department of State
Development, Infrastructure and Planning (DSDIP)
• Re-invigorate whole-of-government support:– DestinationQ partnership– Destination Success (20 Year Plan)
Ambitious Target: $30 billion overnight visitor expenditure (2020)
DestinationQ (Sunshine Coast 2014)
• A partnership between the Queensland Government and tourism industry– Coordination and leadership– A long term approach– Shared targets– Accountability for actions
• 2012 - Landmark Partnership Agreement, immediate actions
• 2013 - Report on first 12 months of partnership and identify strategic directions for 20 Year Plan
• 2014 – Product Innovation– Growing our destinations
Destination Success: the 20-year Plan for Queensland Tourism
• Informed by CSIRO research identifying global megatrends
• Industry workshops collected ideas for vision
• Developed further at 2013 DestinationQ Forum
Grow investment and access
Offer iconic experiences
Target a balanced portfolio of markets
Deliver quality, great service and innovation
Preserve our nature and culture
Build Strong Partnerships
6 themes2014-15 Action Plan
129 initiatives
Build Strong Partner-ships
Partnerships with Destinations • RTO’s and TEQ partnership
agreements• Destination Tourism Plan
Collaboration among RTOs/local governments• E.g. Dig the Tropic Geo
Tourism Trail
QLD forum of Mayors • December 2014• Growing tourism through
effective planning, support and investment attraction
Building Strong Partnerships
Destination Tourism Plans• Provide direction for sustainable development in
each region
• Destination Tourism Plans released after regionalconsultation sessions
• Destination priorities may include:• major private sector investment• major public works project• growth in business and sporting events• develop heritage, culture and the arts
Build Strong Partner-ships
Drive Tourism Strategy 2013-2015• Critical for visitor dispersal + regional economic
development
• 29 initiatives being delivered in partnership with state/local government and industry
Grow investment
and access
• Camping Options Toolkit – launched• Overseen by Camping Options
Reference Group • Central Highlands audit• Emerald workshop Oct 2013• Supporting councils with implementation
• Accommodation in Resource Communities report
Drive Tourism Strategy 2013-2015• Signage Red Tape cut:
• New user friendly online application process• Streamlined application, incorporating RTO assessment of tourism merit
• Pilot tourism signage project completed (Great Green Way 2013)
Grow investment
and access
• Refreshed tourism signage being rolled out across states strategic touring routes – Australia’s Country Way (Stanthorpe to Rockhampton section) underway
Next priorities• Release of the Best Practice Guide for Roadside Rest Areas – July 2014• Review of tourism signage guidelines for white on blue service signs
Investment and access commitments • Memorandum of Understanding - DTESB,
Department of Transport and Main Roads (DTMR) and Queensland Tourism Industry Council on transport priorities
• Drive Tourism & Transport Infrastructure Study – Establish an evidence base – Identify drive tourism infrastructure needs– Focus analysis on key drive route requirements– Influence DTMR forward infrastructure timetable
Grow investment
and access
Planning Reforms• State Planning Policy – Now recognises tourism
as a state interest • Next generation Tourism Planning
• Framework to consider tourism projects from small scale farm stays to international resort complexes
• Planning schemes and economic development need to be interconnected
• Councils’ planning scheme must facilitate development proposals, or growth will stall
• Action: Encourage greater collaboration between the planners and the economic/tourism officers
Grow investment
and access
Tourism Investment Attraction• Co-ordinating information on:
– tourism investment opportunities – business costs– skills availability
• Hosting inbound and outbound investment missions
• Making introductions to local companies, service providers, other government agencies and Councils
• Working with DSDIP Rockhampton (project leads: regional opportunities)
Grow investment
and access
Ecotourism• Delivering world-class experiences
• Encouraging best practice + innovation
• Raising profile of ecotourism experiences
• Fostering thriving operators
• Embracing partnership approach between tourism industry, government, community and Traditional Owners
Investing in the future
• Statewide EOI (closed 27/09/2014)
• 47 applications: 32 shortlisted to take proposals further
Preserve our nature and culture
Ecotourism
Outback national park tourism opportunities
Moorrinya National Park Opportunity:Former Shirley homestead - could be used to meet visitor needs
Moorrinya National Park Opportunity:Shearer’s quarters - could be adapted for visitor use, or used to support camping
Any enquiries on the EOI can be sent to: [email protected]
Preserve our nature and culture
Balanced portfolio of markets• Example: Capricorn Enterprise + TEQ promote
Central Highlands and Sapphire Gemfields as part of Central Queensland offering
• Key issues:•Partnerships ● Collaboration ● Leveraging•Underpinned by embedding experiences in destination marketing
•Utilising Southern Great Barrier Reef (SGBR) banner – SGBR resonates with consumers; proving more effective than previous
branding/positioning– Central Highlands can leverage SGBR activity and brand to create strong
tourism offer e.g. Sandstone Wilderness•Example: www.digthetropic.com.au– Themed geo-tourism trail, linking SGBR with Outback– GBR Capricorn Caves Sapphire Gemfields Lark Quarry
Target a balanced portfolio of markets
Digital Support for Tourism SME’s
• Business & Industry Portal (BIP) www.business.qld.gov.au• Broad range of content to help businesses• 1 stop shop for business services e.g. webinars/webisodes• Advice on starting, running, growing a business• 1.13 million unique visitors 2012/13• Over 1.8M YTD – on target for 2M+
• For tourism:• Online signage applications• Tourism Pathways – 49 programs
• “Weatherproof your business”
Deliver quality, great service and innovation
Conclusion – Ingredients for Success
• Strong government support and leadership
• Consultation and genuine engagement
• Effective long term strategies
• Responsive supply and demand programs in collaboration with industry
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