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Tourism in Queensland. Queensland Tourism . 16.4 million domestic visitors 1.86 million international visitors Total expenditure by visitors = $17.8 billion Contributes $6.3 billion to the Queensland economy Accounts for 6.4 percent of Queensland’s GSP

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queensland tourism
Queensland Tourism
  • 16.4 million domestic visitors
  • 1.86 million international visitors
  • Total expenditure by visitors = $17.8 billion
  • Contributes $6.3 billion to the Queensland economy
  • Accounts for 6.4 percent of Queensland’s GSP
  • Generates $4.7 billion annually as an export earner
  • Seventh largest industry in Queensland
  • Second largest export earner for Queensland
  • Employs over 150,000 Queenslanders (9% of Qld employed)
australian ecotourism industry
Australian Ecotourism Industry

Why Australia is the international leader in ecotourism?

  • Record of innovation
  • Product excellence
  • Government support for ecotourism policy
  • Active peak industry body (Ecotourism Australia)

1999

  • 600 ecotourism operators
  • Annual turnover of $250 million
  • Employing 4500 full-time staff

2001

  • 2,935 nature-based and ecotourism operators
  • Qld largest number of operators at 794 (27%)
australian ecotourism market
Australian Ecotourism Market

Nature based activities include:

  • Visiting national parks, bushwalking, wildlife watching, scuba diving and snorkelling
  • 32% of domestic tourists (24 million)
  • 71% of international tourists (3 million)
  • Extensive National Parks, State Forests and Marine Parks
  • 16 World Heritage Properties
  • QLD WHA include:
    • Great Barrier Reef
    • Fraser Island
    • Australia’s Tropical Rainforest
    • Central Eastern Rainforest Reserves of Australia
    • Riversleigh Fossil Fields
what is ecotourism
What is Ecotourism?

“Ecotourism encompasses a spectrum of nature-based activities that foster visitor appreciation and understanding of natural and cultural heritage and are managed to be ecologically, economically and socially sustainable.”

Key Elements

  • ecologically, economically & socially/culturally sustainable
  • dependent on the natural environment
  • involves education & interpretation
  • contributes to conservation
  • sustains local communities
  • involves fun & enjoyment

Not defined by scale but adherence to key elements

why focus on ecotourism
Why Focus on Ecotourism?
  • Ecotourism is a growing ‘niche market’
  • Ecotourism represents the ‘greening’ of tourism
  • Ecotourism is a response to the demands of an increasingly environmentally aware global community
  • Ecotourism generates economic benefits
  • Ecotourism in Queensland has a competitive advantage
queensland ecotourism plan qep
Queensland Ecotourism Plan (QEP)

The Vision

“Queensland will be the world’s leading ecotourism destination with government, industry and the community working in partnership and adopting best practice planning, development, management and marketing.”

Objectives

  • Environmental Protection & Management
  • Ecotourism Industry Development
  • Infrastructure Development
  • Community Development
  • Research

Objectives implemented through 54 Actions

some key issues
Some Key Issues
  • Tourism in Protected Areas
  • Ecotourism market research
  • Eco Certification and best practice
  • Indigenous tourism
  • Industry advocacy & support
industry support
Industry Support

Resources for industry, government agencies and community:

  • Ecotourism Rapid Assessment Model
  • Grow Your Ecotourism Business
  • Tour Operator Tool Kit
  • Outback Interpretation Manual
  • Innovation in Interpretation
  • Environmental Impact Monitoring
  • Working With Communities
  • Best Practice Ecotourism in Queensland
the future of ecotourism
The Future of Ecotourism
  • Ecotourism moving from a ‘niche’ to mainstream tourism market
  • The ecotourism industry is providing leadership for the

wider tourism industry on the adoption of the ‘triple-

bottom line’ principles of ecological, economic, & social

& cultural sustainability

  • The tourism industry has the potential to be the

exemplar ESD industry

other niche markets
Other Niche Markets
  • Indigenous
  • Fishing
  • Gay & Lesbian
  • Adventure
  • Marine
  • Backpacker
  • Arts & Culture
other niche markets12
Other Niche Markets
  • Business, Conferences & Incentives
  • Food & Wine
  • Events
  • Drive
  • Cruise
  • Bed & Breakfast/Farmstay
  • Education
strategic tourism management
Strategic Tourism Management

Growing Tourism Strategy 2001

  • Whole of government approach to sustainable tourism planning and development

Queensland Tourism Strategy

  • Planning framework for the coordination, management and development of the tourism industry over the next 10 years (in progress to be completed in 2006)

Destination Management Planning

  • Destination Management Plans identify the key development, marketing and coordination strategies necessary to guide the sustainable tourism growth of Queensland’s destinations
destination management plans
Destination Management Plans

Table of Contents

Section 1 Destination Management Planning

Planning Context, Qld Tourism Business Environment & Industry Overview

Section 2 Destination Analysis

- Destination Description & Performance - Market & Competitor Analysis

- Destination Marketing & Development-Tourism Services Analysis

- Stakeholders & Partnerships - Community Capacity Analysis

- SWOT Analysis and Strategic Implications

Section 3 Strategic Vision

- Destination Outlook & Positioning - Targeting Strategy

- Destination Management Goals & Strategies - Implementation