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.
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