Facilitating Future Prosperity
20212030 DESTINATION TOURISM STRATEGY
PROSPERIT
Y
10 - 2020
RE TU
20
ILITATING F U FAC
Central Queensland
STR NG O
CAPRICORNENTERPRISE.COM.AU Destination Tourism Strategy 2021 - 2030
1
Contents
Introduction 3 Part 1 Capricorn DTP Achievements 2014 - 2020
4
Vision & Goals 6 Part 2 Destination Focus 8
Hero Experiences - The Capricorn Region
8
Queensland’s Experience Framework 9 Target Markets 10 Part 3 - Destination Priorities & Strategies
11
Industry/Experience Development & Capacity Building 15
Destination & Events Marketing 16 Abbreviations 19
2
‘The Amphitheatre’, Carnarvon Gorge National Park
Anzac Memorial Walk, Emu Park
Introduction
Famous for its spectacular natural wonders, from pristine reef to sandstone wilderness, ancient limestone caves, rainforest and home-grown culinary delights, the Capricorn Region is a diverse and wondrous destination. Traversing the Tropic of Capricorn and sharing a latitude with Rio de Janeiro to the East and Mauritius to the West, the 117,549 square kilometre catchment of land and sea stretches from the Keppel Bay Islands and Capricorn Coast, through the city of Rockhampton and west to the Central Queensland Highlands, Sapphire Gemfields and Carnarvon Gorge. Boasting ancient eras of history and demonstrating a commitment to preserving cultural integrity for forward generations, the Capricorn Region is positively advancing towards a sustainable, eco-friendly future. From island hopping and ocean swims, to towering sandstone gorges and epic national parks, our destination offers a broad scale of activity ranging from ultimate drop and flop relaxation, to exhilarating unforgettable adventure that is ideal for families looking to escape the crowds and re-connect with nature. The warm and welcoming community allows visitors to actively engage in the local lifestyle with a mecca of festivals and sporting events exemplifying the immense pride held by residents. The Capricorn region, together with the neighbouring regions of Gladstone and Bundaberg, provides a gateway to the Southern Great Barrier Reef, a haven for personal, up-close encounters with miraculous marine life and untouched coral formations. Easily accessible by rail, port and air services (with two domestic airports in Rockhampton and Emerald), the Capricorn region is also largely frequented by a drive market, with five major highways leading to endless adventure. As we enter a decade of rapidly accelerating change inspired by global forces, there is a need to change the way we live, work, and embrace travel. In a world where social distancing is essential and seclusion and isolation desirable, the Capricorn region is positioned to generate further prosperity as we listen and understand what today’s travellers pursue. The 2021-2030 Destination Tourism Strategy outlines our competitive advantage and builds on the promotion of the region’s natural assets, unique offerings, local character and environmental credentials to remain a leading provider of tourism.
Destination Tourism Strategy 2021 - 2030
3
Nurim Circuit, Mount Archer
Part 1:
CAPRICORN DTP ACHIEVEMENTS 2014 - 2020
Summary of Key Achievements The time period of the prior Destination Tourism Plan resulted in some significant achievements and key project developments, delivered by both the private and public sectors at all levels of government (Local, State and Federal). Public Infrastructure 2014 - 2020 PRECINCT
PRIORITY PROJECT
Capricorn Coast
Yeppoon foreshore & Town centre revitalisa- Total $53 M funding secured 2015/16 tion (Local, State & Fed). Opened May 2018 The appoval of the ‘Great Keppel Island Revitalisation Plan’ (Resort) Capricorn Coast bikeway plan – Yeppoon CBD to Mulambin Beach Emu Park foreshore redevelopment – ANZAC Memorial
Approval March 2013 (Fed & State), May 2013 (Local Gov) Opened January 2020
Wreck Point Lookout
$460,000 17 June 2017 (Local & State Gov, Yeppoon Lions Club) Total $30 M funding secured (Local & State Government). Completed 2017 $20 M (Local, State & Fed, Cat D Funding) Completed 2018 Total $36 M funding secured 2015/16 Opened March 2018 Total $7.1 M (2015) Runway lighting Total $12.6 M (2017) tarmac upgrade
Panorama Drive Statue Bay Drive Rockhampton Region
Rockhampton Riverfront redevelopment Upgrade Rockhampton Airport
Central Queensland Highlands 4
COMPLETION
RSL, Lions Club of Emu Park, Bendigo Bank, Local & State Gov. Opened 2019.
Mount Archer N/P Activation Plan – Nurim Skywalk
Opened 2019
Rockhampton Museum of Art
Fitzroy River Boat Ramps
Due for completion 2021 Funding $31.5 M (State $15M, Fed $10M, $8.5M) Completed 2020
Yeppen South project (Pacific Coast Touring Route into Rockhampton
Opened October 2015 (Fed & State Gov $170M)
State Strategic Touring Route Signage (SSTR) program
5 of the 10 Qld SSTR in Queensland shared in $9 M from 2013-2018 signage program
Significant Events support
Ongoing
Carnarvon Gorge Access Road sealing
October 2017
Sapphire Gemfields Interpretation Trail (inc Wetland Reserve)
2017
Empire Apartments, Rockhampton
Disclaimer: The list below of private infrastructure investment for 2014-2020 is not an exhaustive list of all new major private developments and experiences within this time period. It reflects the priority projects and experience gaps identified in 2014, which have had the greatest impact on visitation to the destination. Private Infrastructure 2014 - 2020 PRECINCT
PRIORITY PROJECT
COMPLETION
Capricorn Coast
New 4.5 star accommodation:
Oshen Yeppoon opened April 2014 Salt Yeppoon opened February 2016
Revitalising Great Keppel Island
Great Keppel Island Hideaway (New owners July 2014 – renamed/relaunched). Keppel Explorer, GKI Watersports & Keppel Dive, Keppel Konnections
Backpacker Investments
Yeppoon Beachhouse opened 2018
New 4.5 star accommodation
Empire Apartment Hotel opened Jan 2015 Kortes Resort opened 2015
Fishing Charters
Rise Environmental & Guiding Services; Double Threat Charters; Hooked Fishing Charters, Guided Fishing Downunder; Reel Fishing CQ/River Cruises CQ
New accommodation at Carnarvon Gorge
Takarakka Bush Resort expansion 2018 Sandstone Park opened 2017
Rockhampton Region
Central Highlands
Salt Apartments Yeppoon
Korte’s Resort, Rockhampton
Takarakka Bush Resort, Carnarvon Gorge
Destination Tourism Strategy 2021 - 2030
5
Sapphire Gemfields
Vision & GOALS
Our Vision
To achieve consistent exceptional visitor experiences through sustainable product development, capacity building, and strategically targeted marketing, which will enhance the social and cultural fabric of the destination. • For the Capricorn Coast this means enhancing the sustainability pillars of environment, social/cultural and economic to encourage new coastal, reef and island experiences, which compliment the unique lifestyle. • For Rockhampton this means positioning the city as a real alternative for business, lifestyle and events, maximising the visitor appeal of its cultural, heritage and arts products and experiences. • For the Central Highlands it means gaining national recognition of the Central Queensland Highlands tourism brand and for the hero precincts and experiences. Our Goals • Increase our market share of Queensland visitors in each of the region’s target markets (intrastate, interstate and international). • Support operators to develop and deliver experiences that generate a higher value for money and thus encourage a higher spend per visitor. • Increase average length of stay in key market segments including drive touring markets and VFR visitors. • Increase the average length of stay of business visitors by linking more business trips to leisure experiences and events. • Increase overnight visitor expenditure • Attract new event visitors to the region through the successful acquisition and attraction of new major events and increasing visitor numbers to existing events.
6
Keppel Kracken, Yeppoon
Context and Strategic Alignment Predecessor Documents: •
2009 – 2019 Central Qld Tourism Opportunity Plan
•
2012 – 2016 Capricorn Region Destination Tourism Strategy
•
2014 – 2020 Capricorn Destination Tourism Plan
Aligning Documents: To maximises the desired outcomes, this document has been developed in consultation with key stakeholders and aims to reflect a shared vision and direction for the destination. This Destination Tourism Strategy aligns with the strategic direction of several local, regional and state plans as follows, and is not intended to repeat the content written within these plans:
AUTHOR
YEAR
TITLE
Livingstone Shire Council (Capricorn Coast)
2020
Towards 2050 Community Plan 2050
Livingstone Shire Council
2019
Invest Capricorn Coast Region Economic Development Plan
Livingstone Shire Council
2019
Capricorn Coast Event Strategy 2025
Central Highlands Development Corporation (CHDC)
2019
Central Highlands Visitor Economy Strategy 2020-2022
Rockhampton Regional Council
Rockhampton Tourism and Events Strategy
Rockhampton Regional Council
2018 2017
Rockhampton Regional Council
2014
Mount Archer Activation Master Plan
Capricorn Enterprise
2011
Capricorn Business and Events Industry Development Strategy
Populous
2014
Central Queensland Stadium & Convention Centre Feasibility Report - Gemfest, Business Plan and Three Year Strategy - CQUniversity Village Festival - Rockhampton River Festival - Capricorn Food and Wine Festival
Events marketing and business strategies
Rockhampton Recreational Fishing Development Strategy
Destination Tourism Strategy 2021 - 2030
7
Capricorn Caves
Part 2: Destination Focus HERO EXPERIENCES | The Capricorn Region In conjunction with destination stakeholders, destination ‘Hero Experiences’ have been identified for Capricorn Region; they are those world class iconic experiences that: • Provide a destination with a real competitive edge over other destinations; • Focus on what is truly unique or memorable or engaging about a destination; and • Meet the needs of our target markets
Southern Great Barrier Reef
Caves and Fossicking
Carnarvon Gorge and Natural Wonders
Regional Specialties and Culinary Delights
Immerse yourself in the stunning world of the Southern Great Barrier Reef, easily accessible from the long sandy beaches of Great Keppel Island and the Keppel Group of Islands.
Unlock the secrets of the ages as you visit limestone caves or unearth natural treasures fossicking in a country embedded with great mineral wealth.
Explore coastal rainforests or escape into the ancient world of sandstone gorges with unique plant life and 19,000 year old Aboriginal art.
Learn about and enjoy the culinary delights of the coast and country, from beef to crocodile to mud crab to tropical fruit.
Supporting attributes:
Supporting attributes: Limestone Caves, Sapphire Gemfields, mines, Gemfest - Festival of Gems, fossicking (sapphires, thundereggs, fossils), Dig the Tropic Geo Trail, Bat Cleft Tours.
Supporting attributes:
Supporting attributes: Taste Capricorn Coast/ Capricorn Coast Food Trail, Beef Capital of Australia, Beef Australia.
Island cruises and charters, dive/snorkel, island accommodation National Park island camping.
National Parks including: Capricorn Coast, Keppel Bay Islands, Carnarvon Gorge, Byfield, Blackdown Tableland, Mount Etna Caves, Mount Archer, Minerva Hills.
Capricorn ‘Hero’ experiences are based on Queensland Experience Framework conducted by Tourism & Events Queensland.
8
Queensland’s Queensland’s Queensland’s Queensland’s Queensland’s Experience Experience Framework Framework Experience Framework Experience Experience Framework Framework Keppel Explorer
Queensland’s Experience Framework
Queensland’s Queensland’s Experience Experience Framework Framework identifies identifies five five key key Experience Experience Pillars Pillars and and supporting supporting Hero Hero Queensland’s Experience Framework identifies five key Experience Pillars and supporting Hero Queensland’s Queensland’s Experience Experience Framework Framework identifies identifies five five key key Experience Experience Pillars Pillars and and supporting supporting Hero Hero Experiences Experiences that that reflect reflect the the heart heart and and soul soul ofsoul of the the Queensland Queensland story story and and represents represents where where we we have have ahave ahave Experiences that reflect the heart and soul of the Queensland story and represents where we Experiences Experiences that that reflect reflect the theheart heart and and soul of of the theQueensland Queensland story story and and represents represents where where we wehave aa a Queensland’s Experience Framework has been developed by Tourism & Events Queensland and identifies five ompetitive competitive advantage. advantage. competitive advantage. competitive competitive advantage. advantage. key Experience Pillars and supporting Hero Experiences that reflect the heart and soul of the Queensland story and represents where we have a competitive advantage.
Experience Experience Pillars Pillars Experience Pillars Experience Experience Pillars Pillars
EXPERIENCE PILLARS These five experiences pillars (below) have been identified through consumer research as categories that set Queensland apart.
These These five five experience experience pillars pillars have have been been identified identified through through consumer consumer research research asresearch as categories categories that that set set Queensland Queensland apart. apart. These five experience pillars have been identified through consumer as categories that set Queensland apart. These These five five experience experience pillars pillars have have been been identified identified through through consumer consumer research research asas categories categories that that set set Queensland Queensland apart. apart.
Reef, Islands & Natural Encounters Adventure & Lifestyle, Culture Events Reef, Reef, Islands Islands and and Natural Natural Adventure Adventure and and Culture Culture Events Events Reef, Islands and Natural Adventure and Lifestyle, Lifestyle, Culture Events Reef, Reef, Islands Islands and and Natural Natural Adventure Adventure and and Lifestyle, Lifestyle, Culture Culture Events Events Beaches Discovery &Lifestyle, People Beaches Beaches Encounters Encounters Discovery and and People People Beaches Encounters Discovery Discovery and People Beaches Beaches Encounters Encounters Discovery Discovery and and People People HERO EXPERIENCES
Hero Hero Experiences Experiences Hero Experiences Hero Hero Experiences Experiences Each Experience Pillar has a suite of Hero Experiences that reflect the heart and soul of the Each Each Experience Experience Pillar Pillar has has aPillar suite ahas suite of of Hero Hero Experiences Experiences that that reflect reflect the heart heart and and soul soul of of the the Queensland Queensland story story and and represent represent Each Experience has arepresent suite of Hero Experiences that reflect the heart and soul ofQueensland the Queensland story and represent Each Each Experience Experience Pillar Pillar has aand suite a suite of of Hero Hero Experiences Experiences that that reflect reflect the the heart heart and and soul soul of of the the Queensland story story and and represent represent Queensland story where we have athe competitive advantage. where where we we have have a we competitive a competitive advantage. advantage. where have a competitive advantage. where where we we have have a competitive a competitive advantage. advantage.
• Great Barrier Reef • Natural • Adventure • Islands Landscapes Experiences • Great • Great Barrier • Natural • Adventure • Adventure Great Barrier• Natural • Natural • Adventure • • Great • Barrier Great Barrier Barrier • Natural •• Natural Adventure • Adventure ••Beaches Wildlife •• Dinosaurs Reef Reef Landscapes Landscapes Experiences Reef & Landscapes Experiences Experiences Reef Reef Landscapes Landscapes Experiences Experiences • Diving Experiences • Theme Parks Snorkelling • Marine Life •• Journeys • Islands • Islands • Wildlife • Wildlife • Dinosaurs • Dinosaurs • Islands • Wildlife • Dinosaurs • • Islands • Islands • Wildlife • Wildlife Dinosaurs • Dinosaurs Experiences • Sailing Experiences Experiences Experiences Experiences Experiences • Beaches • Beaches • Theme • Theme Parks Parks
• Food & Beverage • Participation • Indigenous Events Food • Experiences Food Participation • Participation •and Food and •• Food • Participation • Food • and Food and and • &Participation • Beverage Participation Beverage Beverage Events Events Beverage Events Beverage Beverage Events Events • City Experiences Events • Outback • Music Events Indigenous Indigenous • Food • Indigenous • Food •and Food and • Indigenous • Indigenous • Food • and Food and and • Festivals • Country Life Experiences Experiences Beverage Beverage Events Events Experiences Beverage Events Experiences Experiences Beverage Beverage Events Events • Beaches • Theme Parks • Beaches • Beaches • Theme • Theme Parks Parks • Arts & Culture • Marine LifeLife • City Experiences • Music • Music Events •Life Marine • City Experiences • Events Music Events • Marine • Marine LifeLife • Journeys • Experiences City • City Experiences Experiences • Music • Music Events Events • Diving • Diving and and • Journeys • Diving and • Marine • Journeys • City • Diving • Diving and and • Journeys • Journeys Events Experiences Experiences Experiences Experiences Experiences Snorkelling Snorkelling • Outback • Outback Festivals • Festivals Snorkelling • Outback • Sports Festivals Snorkelling Snorkelling • Outback • Outback • Festivals • Festivals •• Spectator
• Sailing • Sailing • Sailing • Sailing • Sailing
• Country • Country LifeLife • Arts and and Culture Culture • Life Country • Arts and Culture • Country • Country LifeLife • Arts • Arts • Arts and and Culture Culture Events Events Events Events Events • Spectator • Spectator Sports Sports • Spectator Sports • Spectator • Spectator Sports Sports
BEST OF QUEENSLAND EXPERIENCES The Best of Queensland Experiences are identified as the best of the best tourism products, events and iconic locations that bring to life Queensland’s Hero Experiences and deliver these within each destination. Best Best of of Queensland Queensland Experiences Experiences Best of Queensland Experiences Best Best of of Queensland Queensland Experiences Experiences
The The Best Best of of Queensland Queensland Experiences Experiences areare identified identified as as thethe best of thethe best best tourism products, products, events events and and iconic iconic locations locations that thatthat The Best of Queensland Experiences are identified asof the best oftourism the best tourism products, events and iconic locations The The Best Best of of Queensland Queensland Experiences Experiences are are identified identified asbest as the the best best of of the the best best tourism tourism products, products, events events and and iconic iconic locations locations thatthat bring bring tobring to lifebring life Queensland’s Queensland’s Hero Hero Experiences Experiences and and deliver deliver these these within within each each destination. destination. toQueensland’s life Queensland’s Hero Experiences and deliver these within each destination. bring to to life life Queensland’s Hero Hero Experiences Experiences and and deliver deliver these these within within each each destination. destination. Tourism Products Events Iconic Locations
Tourism Tourism Products Products Tourism Products Tourism Tourism Products Products
Events Events Events Events Events
Iconic Iconic Locations Locations Iconic Locations Iconic Iconic Locations Locations
Destination Tourism Strategy 2021 - 2030
9
Target Markets The following target markets include Capricorn’s current targets, and those identified for development to achieve the region’s long term potential. Tier One: - Families Tier Two: - “DINKS” (Double Income No Kids) - Self Funded Retirees Target Regions: Primary: Regional Queensland (including Mackay, Central Queensland, Wide Bay, Sunshine Coast) and Brisbane/Gold Coast. Secondary:
Interstate Market (inc Northern NSW, Sydney & Melbourne)
International Target/Growth Markets: - New Zealand, Europe (France, Germany & Nordic Regions), United Kingdom and North America, promoted under the destination branding of Southern Great Barrier Reef
Tier One = Families
10
Tier Two - DINKS
Tier Two - Self Funded Retirees
Carnarvon Gorge National Park
Part 3: Destination Priorities and Strategies Product Development Use knowledge of market needs and industry trends to identify and assist the development of new tourism related experiences and products, or the enhancement of existing products. Also, ensure that identification of product development opportunities align with the hero experiences of the destination. 1.
Support product development and investment by the private sector that will increase Overnight Visitor Expenditure by increasing destination appeal.
2.
Assist with securing new funds for major public works of tourism orientated projects that have a broader community benefit.
‘Big ticket’ items include: - Great Keppel Island Resort
- Capricorn Coast Luxury Accommodation
- Convention Centre Yeppoon
- Rockhampton Stadium
- Carnarvon Gorge 4.5 Star Accommodation
- Surf Lakes Yeppoon
- Mount Morgan Clay Caverns (Dinosaur Footprints)
- Yeppoon Station Quarter development
Overarching Statement Where product development in all three precincts across the Capricorn region is complimentary, such as walking trails, a collaborative approach is encouraged to leverage opportunities for greater regional tourism investment. It is the intention of this document to provide a shared vision for all stakeholders in the Capricorn Region to grow and develop the tourism industry supported by both private and public investment.
Destination Tourism Strategy 2021 - 2030
11
Part 3: Destination Priorities & Strategies cont. #1
PARTNERS (bold to lead)
Construction of the Great Keppel Island Resort as approved in 2013, including extension of air strip, marina, common use infrastructure (on island infrastructure inc: ferry/barge hard structure for equitable access for passengers and freight/machinery, walking tracks and shade structures, power, water, sewerage, cable, roads). Development of the Keppel Bay Convention Centre and Sporting Hub - Convention Centre and accommodation at Keppel Bay Sailing Club (KBSC), Yeppoon ($20M committed by the Federal Government in March 2020 to construct a convention centre). Revitalisation of Capricorn Resort
State govt Private sector LSC Fed govt
Continue to identify businesses to work collaboratively and champion the use of local produce and food supply for Taste Capricorn Coast.
LSC & CE Private sector
Leverage this within the revitalization of the Yeppoon Heritage Railway Precinct Station Quarter to include a Food Innovation Hub as a strong hero experience. Causeway Lake revitalization
State Govt & LSC
1.6
Walking and Bicycle trails including the Rockhampton to Yeppoon Rail Trail, and continuation of the coastal walking trail from Corio Bay to Coorooman Creek.
LSC State govt Community Groups
1.7
Explore opportunities for new Wellness and Eco-Tourism experiences, accommodation, tours, and facilities, including provision of support for the Capricorn Coast to be recognized as a Nature and Eco Destination
LSC & CE Private sector QPWS
1.8
Encourage and support the development of Arts and Culture to enhance the visitor experience.
LSC CE / KCAC
1.9
Encourage the provision of a balanced portfolio of accommodation options and a mix of star rating levels to enable the region to target a wide variety of market segments.
LSC CE Private sector
1.10
Support route development efforts for direct flights between Sydney and the region’s major port of Rockhampton.
1.11
Encourage the development of sporting facilities to attract additional sporting events (i.e. sailing, football, tennis, surf lifesaving, mountain biking & paragliding etc)
1.12
Support the commercialisation of Surf Lakes Yeppoon
RRC (airport owner) LSC CE Airlines Sporting Groups LSC QPWS DNRM Private Sector LSC State Govt.
1.1
1.2
1.3
1.4
1.5
12
ACTIONS CAPRICORN COAST
KBSC Fed LSC Private sector State govt LSC
Mount Archer National Park
Part 3: Destination Priorities & Strategies cont. #2
ACTIONS
PARTNERS (bold to lead)
ROCKHAMPTON 2.1
Implementation of the Rockhampton Recreational Fishing Development Strategy.
RRC State Gov
2.2
Implementation of the Mount Archer Activation Master Plan.
2.3
Support the development of the Rockhampton Jockey Club’s multi use racing and equine facility. This regionally based precinct will enhance racing, grow associated businesses and provide further employment in the industry. Improved roadside signage on the entrance to Rockhampton and Mount Morgan.
RRC State Gov RJC State Gov Local Gov
2.4
2.5
2.6
2.7
2.8
2.9
2.10
Leverage the heritage assets of Mount Morgan (including the main street development) by improving signage for the Visitor Information Centre, steam train, No. 7 Dam, rail trail, historic drive itinerary and walking tracks. Support the reopening of the Fireclay Caverns at Mount Morgan to enable tours of the dinosaur footprints.
RRC State Gov
RRC State Gov
DNRM/State Gov RRC CE MMPAD Support local sporting clubs with their infrastructure needs to enable RRC the attraction of substantial leisure and sporting events (e.g. Speedway). State Gov Federal Gov The construction of a stadium facility at the Rockhampton Sports Club, Rocky Sports Club Victoria Park precinct, as identified in the 2014 independent Populous RRC report, Central Queensland Stadium & Convention Centre Feasability State govt. Report. ($23 million committed by Federal Government in September Federal govt. 2020 to construct a 16,000 seat stadium at Rocky Sports Club). Encourage and support the development of Arts and Culture to RRC enhance the visitor experience (Museum of Art opening 2021) Arts Queensland State govt Fed govt Attract and support major events (e.g. horse racing, sporting, mountain RRC biking, etc) Sporting Clubs Private Sector
Destination Tourism Strategy 2021 - 2030
13
Blackdown Tableland National Park
Part 3: Destination Priorities & Strategies cont. #3
PARTNERS (bold to lead)
3.1
Facilitate the attraction of visitors and encourage an increase to length of stay through supporting regional destination events.
CHDC CHRC
3.2
Support the development and expansion of accommodation types, including four-star accommodation in Carnarvon Gorge and student eco-lodge style accommodation.
Private sector CHRC State Gov
3.3
Facilitate private investment into mountain biking and 4WD and trail running tourism experiences in Blackdown Tableland National Park.
3.4
Develop cycle trails (including mountain bike trails) and walking paths linking key tourism products in townships.
CHRC CHDC QPWS CHRC State Gov
3.5
Continue to lobby for improved mobile phone coverage, installation of quality WiFi capabilities and digital connectivity for the region.
CHRC CHDC
3.6
Support all precincts in their efforts to lobby for facilities including parking and dump points for caravans, RV Caravan and camping opportunities, and also for tour companies Work in partnership with the public and private sectors to support the establishment and growth of products suited to niche markets including: • Education tourism • Eco Tourism • Agri and Farm Tourism • Indigenous Tourism • Geo-tourism (Dig The Tropic) • Caravan and camping Support the expansion of Lake Maraboon recreational opportunities (e.g. fishing, watersports, commercial).
CHRC Private Sector
3.9
Emerald Visitor Information Centre precinct – providing walkway linkage to CBD, shopping, and suitable parking for larger vehicles.
CHRC CHDC
4.0
Establish “tourism precincts” in key locations (as part of the planning scheme)
4.1
Support legislative changes to assist small scale mining activities and access viable mineralised ground for recreational fossicking at the Sapphire Gemfields.
CHRC CHDC State Gov State Gov CHRC
3.7
3.8
14
ACTIONS CENTRAL QUEENSLAND HIGHLANDS
Private Sector CHRC CHDC
CHRC Sunwater
Fitzroy River, Rockhampton
Industry/Experience Development & Capacity Building Ongoing industry and experience development is essential to the long term growth of a destination. This growth can only be achieved by supporting industry to up-skill and through greater focus on the experience they are delivering to the consumer. #4 4.1
ACTIONS
PARTNERS (bold to lead)
Enhance visitor experiences through facilitating industry capability by the provision of tourism specific programs, workshops and training opportunities: • • • • • •
TEQ, QTIC, State Gov CE Private sector
Product Packaging & Bundling Digital training Tourism trade mentoring Event workshops Experience development Service quality programs (eg Welcome To)
These programs support the industry’s capacity for improved marketing efforts and assist with the improvement of their business viability and delivery to the customer. 4.2
Focus on supporting tourism operators to deliver a memorable and engaging experience for our region’s visitors via delivery a Best of Queensland experience.
TEQ CE Private sector
4.3
Helping our local tourism industry better understand the latest travel trends and needs of the marketplace.
CE TEQ TA
4.4
Be the conduit between other tourism industry associations and our local tourism industry. This includes organizations such as QTIC, TEQ, other DMOs, Caravanning Queensland, RACQ, etc
CE
4.5
Continue the SGBR collaboration with industry and trade partners to continually build upon the trade distribution and awareness of the destination.
CE, GAPDL, BT Industry partners
Destination Tourism Strategy 2021 - 2030
15
Destination & Events Marketing The Capricorn region is marketed; as a destination, for events, experiences and holiday offers to trade and consumer audiences in domestic (and international) markets. The aim of this tourism marketing is to attract more visitors to the state, increase length of stay and encourage higher levels of expenditure. #5
ACTIONS
PARTNERS (bold to lead)
5.1
Use consumer trend information and research data to inform the targeting of a balanced portfolio of markets that match our competitive strengths and delivers solid return on investment.
CE TEQ TA
5.2
Create marketing material and digital assets that resonates with the identified target audiences by continuing to work with content creators (writers, influencers, photographers).
CE Private sector
5.3
Lead the region with a strong digital presence to ensure the destination is showcased in the best possible manner through various digital social media platforms, online channels and the various destination websites.
CE TEQ Private sector
5.4
Develop and implement multi media campaigns including quality marketing material (including, but not limited to, printed collateral, billboards, maps, guides and electronic direct mail) in a manner that highlights our region’s point of difference in the crowded marketplace.
CE TEQ Private sector
Encourage the use of emerging virtual reality and digital platforms to enhance the visitor experience. 5.5
16
Continue to work collaboratively with other destinations within the CE, BT, GAPDL Southern Great Barrier Reef marketing partnership in the most effective Private sector way to deliver return on investment. This includes a partnership to TEQ align activities at consumer and trade shows, particularly for targeting international markets.
Destination & Events Marketing cont. cont... 5.6
5.7
ACTIONS
PARTNERS (bold to lead)
Work collaboratively with neighboring Local and Regional Tourism Organisations, Local Government, Stakeholders, and community organisations across Central Queensland.
CE LSC RRC CHRC/CHDC MMPAD WASC OQTA Promote the key drive touring routes (Great Inland Way, Australia’s CE Country Way, Outback Way, “Dig The Tropic”, Leichhardt Highway, and TEQ Pacific Coast Touring Route) into the Capricorn region and promote Highway committees drive itineraries in order to drive consumer engagement and conversion. Industry Associations Private Sector
5.8
Engage with relevant organizations within the precincts to encourage dispersal throughout the region and leverage regional partnerships by supporting marketing and branding projects, for example: 1. Encourage the Livingstone Shire Council’s plan for a name change to Capricorn Coast Regional Council 2. Support the the brand story for the Central QLD Highlands 3. Repositioning of Rockhampton as the Barra and Beef capital
CE Local Govt Private sector
5.9
Facilitate the attraction of visitors and encourage an increase to length of stay through supporting regional destination events.
Event Organisers TEQ (QDEP) CE
5.10
Work in partnership with industry and the public sector to support and encourage the growth of niche markets, and expand opportunities to develop additional visitor expenditure from target markets such as: • Geo-tourism (Dig The Tropic) • Caravan and camping • Taste Capricorn Coast / Capricorn Coast Food Trail • Farm stays • Recreational fishing • Education tourism • Wellness • Eco-tourism • Arts and Culture • Heritage • Diving and reef experiences • Indigenous Tourism
CE Industry associations Private sector
Destination Tourism Strategy 2021 - 2030
17
Rockhampton Show
Destination & Events Marketing cont. cont... 5.11
5.12
5.13
5.14
18
ACTIONS Commission and host famils for domestic and international tourism bodies including: • Tourism trade • Agents • VIPs • Influencers Support the active targeting of business, sports, and leisure events as well as pre/post business travel experiences. This will encourage greater length of stay, grow the visitor economy, and leverage the development of the Convention Centre at Keppel Bay Sailing Club and Stadium. Assist with the development with fly / drive packages for the destination by continuing to assist operators in growing trade distribution capacity. Plan and imlement the gradual rebranding for the Capricorn Region to ‘Central Queensland Southern Great Barrier Reef’
PARTNERS (bold to lead) CE Private sector
Sporting clubs Private sector CE LGA Private sector Airlines & Airport Owners CE CE
Pineapple Rail Trail
Abbreviations Arts QLD
Arts Queensland
BT
Bundaberg Tourism
CQID
Central Queensland Indigenous Development Ltd
CE
Capricorn Enterprise
CHRC
Central Highlands Regional Council
CHDC
Central Highlands Development Corporation
CQU
Central Queensland University
DAFF
Department of Agriculture, Fisheries and Forestry
DTID
Department of Innovation, Tourism Industry Development
DNRM
Department of Natural Resources and Mines
DTMR
Department of Transport and Main Roads
GAPDL
Gladstone Area Promotional and Development Ltd
LSC
Livingstone Shire Council
LTO
Local Tourism Organisation
OQTA
Outback Queensland Tourism Authority
KBSC
Keppel Bay Sailing Club
KCAC
Keppel Coast Arts Council
QDEP
Queensland Destination Events Program
QPWS
Queensland Parks and Wildlife Service
QTIC
Queensland Tourism Industry Council
RRC
Rockhampton Regional Council
RTO
Regional Tourism Organisations
TA
Tourism Australia
TEQ
Tourism and Events Queensland
VFR
Visiting Friends and Relatives
WASC
Woorabinda Aboriginal Shire Council
SGBR
Southern Great Barrier Reef
Destination Tourism Strategy 2021 - 2030
19
Facilitating Future Prosperity
Central Queensland
CAPRICORN ENTERPRISE ABN: 72 142 612 280
15 East Street, Rockhampton Queensland, 4700 Australia P 07 4927 2055 E admin@capricornenterprise.com.au W www.capricornenterprise.com.au www.visitcapricorn.com.au
20
