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Investing in our future: Building Queensland’s Tourism Industry

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 :

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Investing in our future: Building Queensland’s Tourism Industry

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  1. Investing in our future:Building Queensland’s Tourism Industry May 2014

  2. 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)

  3. Ambitious Target: $30 billion overnight visitor expenditure (2020)

  4. 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 DestinationQ (Sunshine Coast 2014)

  5. Informed by CSIRO research identifying global megatrends Industry workshops collected ideas for vision Developed further at 2013 DestinationQ Forum Destination Success: the 20-year Plan for Queensland Tourism 6 themes 2014-15 Action Plan 129 initiatives

  6. Building Strong Partnerships • QLD forum of Mayors • December 2014 • Growing tourism through effective planning, support and investment attraction • Collaboration among RTOs/local governments • E.g. Dig the Tropic Geo Tourism Trail • Partnerships with Destinations • RTO’s and TEQ partnership agreements • Destination Tourism Plan

  7. Destination Tourism Plans • Provide direction for sustainable development in • each region • Destination Tourism Plans released afterregionalconsultation 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

  8. Drive Tourism Strategy 2013-2015 Grow investment and access • Critical for visitor dispersal + regional economic • development • 29 initiatives being delivered in partnership with • state/local government and industry • 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

  9. Drive Tourism Strategy 2013-2015 Grow investment and access • 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) • 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

  10. Investment and access commitments Grow investment and access • 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

  11. Planning Reforms Grow investment and access • 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

  12. Tourism Investment Attraction Grow investment and access • 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)

  13. 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

  14. Ecotourism • Outback national park tourism opportunities Preserve our nature and culture 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: ecofacilities@nprsr.qld.gov.au

  15. 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

  16. 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

  17. 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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