Vision & Goals

Sapphire Gemfields

Vision

Our Vision

& GOALS

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.

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

Livingstone Shire Council (Capricorn Coast)

YEAR TITLE

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 2018 Rockhampton Tourism and Events Strategy Rockhampton Regional Council 2017 Rockhampton Recreational Fishing Development Strategy 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

Events marketing and business strategies - Gemfest, Business Plan and Three Year Strategy - CQUniversity Village Festival - Rockhampton River Festival - Capricorn Food and Wine Festival