Fraser Coast. Destination Tourism Strategy

Transcription

1 Fraser Coast Destination Tourism Strategy

2 Fraser Coast The Fraser Coast is home to two of the great icons of Queensland tourism, the world heritage listed Fraser Island and the whale watching capital of Australia, Hervey Bay. In addition, Lady Elliot Island to the north of Hervey Bay provides easy access to the Great Barrier Reef while inland, the heritage town of Maryborough, one of Queensland s oldest provincial cities, and the surrounding hinterland, augments the natural attraction of the coastal area with its authentic Australian heritage and country charm. In 2016 the Fraser Coast region will be: Globally recognised for world class personal natural encounters on the world heritage listed Fraser Island and in Australia s number one whale experience destination. Framework for Success This Destination Tourism Strategy provides the framework to guide tourism industry development in the Fraser Coast 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 Fraser Coast 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 destination aspiration; and the tourism industry is operating at the highest standards of service, safety and sustainability through effective Industry Development programs FRASER COAST Brisbane

3 Key strategies that will drive sustainable destination growth to 2016 are outlined below. Target Markets All tourism development and promotional activity is based on consumer needs. The following target markets for the Fraser Coast region include the current targets and those identified for development in order to achieve the region s long term potential. Tier One: Connectors in Brisbane and Regional Queensland (400km radius of the Fraser Coast) United Kingdom Tier Two: Social Fun-seekers in Sydney and Melbourne Active Explorers in Brisbane (Fraser Island) Sydney and Melbourne North America, Europe and Scandinavia Tier Three: Korea, Malaysia and New Zealand New and Developing: China, Taiwan and Hong Kong ¹ Domestic target markets are based on Tourism Queensland s Domestic Consumer Segmentation Model adopted in 2008 Domestic Market Consumer Segmentation ¹ Connectors Connectors see holidays as a chance to connect with the people they care most about. They will often subordinate their own preferences in terms of activities to ensure everyone has a good time. Social Fun-seekers For this market, the essence of a holiday is having a fun time. While they do a lot of different activities, it is sharing the experience with friends and other holiday makers that makes the difference. Active Explorers Holidays are about pushing boundaries through challenging themselves via physical activity. They enjoy the company of others, but their focus is on exploring the extremes of their physical environment and themselves. It s about feeling alive. Marketing and Promotion The Fraser Coast region will be collectively promoted under the creative framework of Brand Queensland a strategy that ensures Queensland s destinations and experiences are positioned in a way that focuses on competitive advantages and connects with visitors. A cornerstone of the Brand Queensland strategy is four key experience themes: Queensland Lifestyle; Natural Encounters; Adventure; and Islands and Beaches; and the key attributes and selling points of the Fraser Coast region will be showcased via all four of these experience themes, where applicable. Showcase the Fraser Coast s two signature experiences: the spectacular world heritage listed Fraser Island and Australia s number one up close and personal whale encounters. Gain strong local tourism industry support for Fraser Island and whale encounters as the region s two unique selling points, providing the basis for a more coordinated approach to promotion and prioritisation of marketing expenditure. Work tactically with Lady Elliot Island to market it as providing easy access from the Fraser Coast to the Southern Great Barrier Reef. Work with regional partners such as Bundaberg North Burnett Tourism and Sunshine Coast Destination Ltd to enhance visitors desire to visit the region.

4 Product and Infrastructure Development Grow destination appeal and deliver on the destination aspiration through the development of innovative tourism projects, including the Catalyst Projects identified in the region s Tourism Opportunity Plan: new product development on Fraser Island (e.g. forest canopy walk) and new whale encounters redevelop Hervey Bay Marina, incorporating a world class Discovery Centre upgrade Fraser Island visitor sites and infrastructure redevelop Hervey Bay esplanade to reflect its seaside village atmosphere develop a Fraser Island Boutique Lodge and/or additional camping opportunities complete the Fraser Coast Convention and Entertainment Centre upgrade the Fraser Coast Regional Road Network develop Fraser Island Indigenous tourism experiences create a Maryborough Historic Precinct and Cultural Walk upgrade the Bruce Highway Industry Development Grow regional industry and wider community capacity to own and leverage the region s main strengths of Fraser Island and Australia s number one destination for whale watching encounters so as to support associated product development and targeted marketing. Build the reputation of the destination as renowned for quality product and service standards through focussed industry development programs, particularly in the areas of: domestic and international ready, better business practice, improved service programs, digital ready, cultural awareness, brand awareness and crisis management. Current Trends A strong exchange rate and access to low cost air travel is making it easier for Australians to travel overseas. People are striving to achieve an emotional or personal achievement on their holidays; therefore, Queensland needs to differentiate their holidays by providing experiences that fulfil that desire. Australia is an expensive holiday destination relative to many of its key competitors and therefore needs to focus on competing on providing quality experiences and service and not on price. There is a trend for shorter holidays with shorter booking lead times. Opportunities for Growth The following opportunities will need to be progressed for the Fraser Coast region to achieve its aspiration for 2016: Develop the full potential of Fraser Island as a world class ecotourism destination through new product and infrastructure developments. Enhance whale encounters and other personal natural encounters through more product development. Develop the region as a year round attraction with new product, events and a world class Discovery Centre celebrating Fraser Island and whales. Create a competitive advantage from the region s coastal village lifestyle. Grow industry marketing support around the regions two unique selling propositions - Fraser Island and whale encounters. Develop existing and attract new events that will bring visitors to the region. Gain wider community appreciation of the true value of tourism to the local economy, social development and environmental sustainability. Build industry capability in areas of domestic and international market readiness. Ensure community and service infrastructure requirements keep pace with a growing population so as to support sustainable tourism growth. Increase investment in road infrastructure to improve connectivity across the region and between attractions. Address the limited supply of both skilled and unskilled staff. Establish the Fraser Coast region as a leading sustainable tourism destination through sustainability and climate change programs.

5 Why Tourism? Tourism is part of the broader economic structure in the Fraser Coast region and makes a significant contribution to the sustainable development of the regional economy and community. In the year ending 30 September 2011 ², the Fraser Coast region was host to: 576,000 domestic overnight visitors; 132,000 international visitors; and 672,000 day trip visitors This visitation in turn makes a significant contribution to the Fraser Coast regional economy with ³: Over 2,800 people in the Fraser Coast region directly supported by tourism; and tourism in the Fraser Coast contributing over $222 million to the Queensland economy (For more detail and current information visit tq.com.au/destinations) ² Source: Tourism Queensland (2011) Fraser Coast Regional Snapshot, year ended September 2011 ³ Source: Sustainable Tourism Cooperative Research Centre (2010) Regional Economic Contribution of Tourism Destinations in Queensland. (This most recent data came out of a major research study which produced the first set of estimates of tourism s economic contribution at the destination level.) The Destination Tourism Strategy will be used as the reference point for: encouraging stronger linkages and coordination across all levels of government to ensure tourism needs are addressed in policy, statutory plans and processes and infrastructure development; stimulating leadership within the private sector to foster growth, quality, innovation and sustainable tourism businesses across the Fraser Coast region; and promoting the value of tourism and economic benefits to encourage community support for sustainable tourism growth Implementation The Fraser Coast Destination Tourism Strategy, in articulating the agreed tourism direction for the destination, provides the strategic platform for: guiding Tourism Queensland s, Tourism Fraser Coast and other stakeholders individual planning and activities; and fostering the efficient, effective and coordinated use of resources to grow sustainable tourism development in the Fraser Coast region to 2016 Tourism Queensland and Tourism Fraser Coast working in partnership, will be the key influencers in prioritising and advocating initiatives and actions to achieve the intent of the Fraser Coast Destination Tourism Strategy. Together, both organisations will work closely with Local Government, key State Government and Federal Government agencies and the tourism industry throughout the region in pursuing the direction outlined in this strategy. Reference and Supporting Material The Destination Tourism Strategy is available online through the Tourism Queensland and Tourism Fraser Coast websites tq.com.au and tourismfrasercoast.com.au A wide range of reports, plans, data and other information used to compile this Destination Tourism Strategy and critical to its implementation is also available on Tourism Queensland s website.

6 Key Contacts Tourism Queensland 30 Makerston Street Brisbane Queensland 4000 Tel: tq.com.au Tourism Fraser Coast 299 Maryborough/Hervey Bay Rd Hervey Bay Queensland 4655 Tel: visitfrasercoast.com