Facilitating Future Prosperity
20242032 DESTINATION TOURISM STRATEGY
CAPRICORNENTERPRISE.COM.AU Destination Tourism Strategy 2021 - 2030
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Contents
Introduction 3 Part 1 Vision & Goals
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Part 2 Destination Focus 6 Hero Experiences - The Capricorn Coast Region
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Queensland’s Experience Framework 7 Target Markets 8 Part 3 - Destination Priorities & Strategies
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Product Development 9 Destination Sustainability 12 Industry/Experience Development & Capacity Building 15 Destination & Events Marketing 16 Abbreviations 19
Capricorn Coast Region
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Corio Bay, Capricorn Coast
Introduction
Famous for its spectacular natural wonders, from pristine reef and coastal wilderness, ancient limestone caves, rainforest and home-grown culinary delights, the Capricorn Coast 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 region includes the well known locations of Great Keppel Island, Yeppoon and Rockhampton. Boasting ancient eras of history and demonstrating a commitment to preserving cultural integrity for forward generations, the Capricorn Coast Region is positively advancing towards a sustainable, eco-friendly future. From island hopping and ocean swims, to pristine 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 Coast 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, the Capricorn Coast region is also largely frequented by a drive market, with three 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 sustainability is pro-actively sought and seclusion and isolation are desirable, the Capricorn Coast region is positioned to generate further prosperity as we listen and understand what today’s travellers pursue. The 2024-2032 Destination Tourism Strategy has a keen focus on the three pillars of sustainability and sustainable growth. This will elevate 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
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Byfield State Forest
Part 1: 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. 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. • Pro-actively focus on embedding the sustainability pillars into day to day life.
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Keppel Kracken, Yeppoon
Context and Strategic Alignment Predecessor Documents: •
2009 – 2019 Central Qld Tourism Opportunity Plan
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2012 – 2016 Capricorn Region Destination Tourism Strategy
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2014 – 2020 Capricorn Destination Tourism Plan
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2021 - 2030 Capricorn Destination Tourism Strategy
Aligning Documents: To maximise 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
Queensland Government, Department of Tourism and Sport Australian Government, Austrade
2023
Towards 2032 Strategy
2022
Thrive 2030 Strategy
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
Rockhampton Regional Council
Rockhampton Tourism Events Strategy
Rockhampton Regional Council
2018 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 - CQUniversity Village Festival - Rockhampton River Festival - Capricorn Food and Wine Festival
Rockhampton Regional Council
Events marketing and business strategies
Rockhampton Events Strategy Rockhampton Recreational Fishing Development Strategy
Destination Tourism Strategy 2021 - 2030
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Capricorn Caves
Part 2: Destination Focus HERO EXPERIENCES | The Capricorn Coast Region In conjunction with destination stakeholders, destination ‘Hero Experiences’ have been identified for Capricorn Coast 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
Geo Discoveries
Rainforest & Wildlife Encounters
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.
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, fossicking (thundereggs, fossils), Dig the Tropic Geo Trail, Bat Cleft Tours, volcanic plugs Capricorn Coast National Park.
Explore coastal rainforests and wilderness or marvel at rare and endangered plants found nowhere else in the world. Wildlife encounters and sanctuaries offer education and conservation.
Island cruises and charters, dive/snorkel, island accommodation National Park island camping.
Supporting attributes: National Parks including: Capricorn Coast, Keppel Bay Islands, Byfield, Mount Etna Caves, Mount Archer, Cooberrie Park Wildlife Sanctuary.
Supporting attributes: Taste Capricorn Coast/ Capricorn Coast Food Trail, Beef Capital of Australia, Beef Australia.
Capricorn Coast ‘Hero’ experiences are based on Queensland Experience Framework conducted by Tourism & Events Queensland.
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Queensland’s Queensland’s Queensland’s Queensland’s Queensland’s Experience Experience Framework Framework Experience Framework Experience Experience Framework Framework
Farnborough Beach, Yeppoon
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 • Food & Beverage • Participation • Islands Landscapes Experiences • Indigenous Events • Great • Great Barrier • Natural • Adventure • Adventure • Experiences Food Participation • Participation Great Barrier• Natural • Natural • Adventure • Food •and Food and •• Food • Participation • Great • Barrier Great Barrier Barrier • Natural •• Natural Adventure • Adventure • Food • and Food and and • &Participation • Beverage Participation ••Beaches Wildlife •• Dinosaurs Reef Reef Landscapes Landscapes Experiences Beverage Beverage Events Events Reef & Landscapes Experiences Experiences Beverage Events Reef Reef Landscapes Landscapes Experiences Experiences Beverage Beverage Events Events • Diving Experiences • Theme Parks • City Experiences Events Snorkelling • Marine Life • Outback • Music Events •• Journeys • Islands • Islands • Wildlife • Wildlife • Dinosaurs • Dinosaurs Indigenous • Food • Islands • Wildlife • Dinosaurs • Indigenous • Indigenous • Food •and Food and • Islands • Islands • Wildlife • Wildlife Dinosaurs • Dinosaurs • Indigenous • Indigenous • Food • and Food and and Experiences • Festivals • Sailing • Country Life Experiences Experiences Experiences Experiences Beverage Beverage Events Events Experiences Experiences Beverage Events Experiences Experiences Experiences Experiences Beverage Beverage Events Events • Beaches • Beaches • Theme • Theme Parks • Beaches •Parks 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
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Pumpkin Island
Part 2: Destination Focus
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
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Tier Two - DINKS
Tier Two - Self Funded Retirees
Great Keppel Island
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
- Surf Lakes Yeppoon
- Yeppoon Station Quarter development
- Mount Morgan Clay Caverns (Dinosaur Footprints)
Overarching Statement Where product development in both precincts across the Capricorn Coast 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 Coast Region to grow and develop the tourism industry supported by both private and public investment.
Destination Tourism Strategy 2021 - 2030
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Keppel Explorer Tour, Keppel Bay
Part 3: Destination Priorities & Strategies cont. #1
PARTNERS (bold to lead)
Support new resort accommodation on Great Keppel Island. Advocate for government funding to achieve; a new airstrip, on island jetty/barge ramp, common user infrastructure (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, commenced 2023). 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 ongoing support for the Capricorn Coast’s Eco-Tourism Australia Destination Accreditation.
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
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ACTIONS CAPRICORN COAST
KBSC Fed LSC Private sector State govt LSC
Fitzroy River, Rockhampton
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 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
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Waterpark Creek, Byfield
Part 3: Destination Priorities & Strategies cont.
Destination Sustainability Destination sustainability is a concept that considers measures to ensure all activities undertaken at a destination lead to progress in line with the economic development, social development, and environmental protection of the destination. With a goal to maximise positive impacts and minimise the negative, the Capricorn Coast destination is committed to strategically prioritising our sustainability initiatives, including preserving our local community and cultural heritage, and reducing our environmental footprint. Environmental sustainability is the responsibility to conserve natural resources and protect global ecosystems to support health and wellbeing, now and in the future. It is the ability to meet the destination’s present needs, without compromising the availability of resources for future generations. Social sustainability focusses on the well-being of people and communities, promoting inclusion and empowerment, while building cohesive and resilient societies. Social sustainability recognises that our personal well-being impacts on, and is impacted by, our collective well-being. Economic sustainability is the practice of conserving natural and financial resources to create long-term financial stability. The main goal of economic sustainability is to create a balance between economic growth and the development of positive change for the environment and humanity. Using the following action list, the Capricorn Coast destination aspires to acknowledge all impacts of activity, both positive and negative, employing a coordinated effort between multiple segments and stakeholders of the destination to create lasting and meaningful impacts.
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Capricorn Caves
Part 3: Destination Priorities & Strategies cont. #3
ACTIONS
PARTNERS (bold to lead)
CAPRICORN COAST 3.1
Achieve Ecotourism Australia Destination Certification by December 2024.
LSC CE
3.2
Assist tourism operators to achieve Ecotourism accreditation.
3.3
Encourage businesses to engage the free State Government service of Ecobiz and complete the online Ecotourism Strive 4 Sustainability Scorecard. Continue to work with community organisations to promote positive environmental, social, and economic outcomes for the local community.
CE Private Sector CE Private Sector
3.4
3.5
Continue to work with all levels of government and the appropriate agencies to promote positive environmental, social, and economic outcomes for the local community.
CE CCL FBA SCC CCC PFCQ KTF DE WSC WTUMRA WLR CE LSC State Government (QPWS) Federal Government (GBRMPA, AIMS, MRG)
Destination Tourism Strategy 2021 - 2030
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Rivercruise CQ, Rockhampton
Part 3: Destination Priorities & Strategies cont. #4
PARTNERS (bold to lead) CE Private Sector CE Private Sector
4.1
Assist tourism operators to achieve Ecotourism accreditation.
4.2
Encourage businesses to engage the free State Government service of Ecobiz and complete the online Ecotourism Strive 4 Sustainability Scorecard. Continue to work with community organisations to promote positive CE environmental, social, and economic outcomes for the local community. CCL FBA PFCQ DE Continue to work with all levels of government and the appropriate CE agencies to promote positive environmental, social, and economic RRC outcomes for the local community. State Government (QPWS) Federal Government
4.3
4.4
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ACTIONS ROCKHAMPTON
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. #5
ACTIONS
5.1
Enhance visitor experiences through facilitating industry capability by the provision of tourism specific programs, workshops and training opportunities: • • • • • •
PARTNERS (bold to lead) 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. 5.2
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
5.3
Helping our local tourism industry better understand the latest travel trends and needs of the marketplace.
CE TEQ TA
5.4
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
5.5
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
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Destination & Events Marketing The Capricorn Coast 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. #6
ACTIONS
PARTNERS (bold to lead)
6.1
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
6.2
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
6.3
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
6.4
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. 6.5
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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...
ACTIONS
PARTNERS (bold to lead)
6.6
Work collaboratively with neighboring Local and Regional Tourism Organisations, Local Government, Stakeholders, and community organisations across Central Queensland.
CE LSC RRC MMPAD
6.7
Promote the key drive touring routes (Australia’s Country Way, “Dig The Tropic”/ Capricorn Way, Leichhardt Way, and Pacific Coast Way) into the Capricorn region and promote drive itineraries in order to drive consumer engagement and conversion.
CE TEQ Highway committees Industry Associations Private Sector
6.8
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. Repositioning of Rockhampton as the Barra and Beef capital
CE Local Govt Private sector
6.9
Facilitate the attraction of visitors and encourage an increase to length of stay through supporting regional destination events.
Event Organisers TEQ (QDEP) CE
6.10
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
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Pilbeam Theatre, Rockhampton
Destination & Events Marketing cont. cont...
ACTIONS
6.11
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.
CE Private sector
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’
Private sector Airlines & Airport Owners CE CE
6.12
6.13
6.14
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PARTNERS (bold to lead)
Sporting clubs Private sector CE LGA
Mt Hay Thundereggs
Abbreviations AIMS Arts QLD BT CCC CCLC CGBR CQID CE CHRC CHDC CQU DAFF DE DTID DNRM DTMR FBA GAPDL GBRMPA KBSC KCAC KTF LSC LTO OQTA MRG PFCQ QDEP QPWS QTIC RRC RTO SCC SGBR TA TEQ VFR WASC WLT WSC WTUMRA
Australian Institute of Marine Science Arts Queensland Bundaberg Tourism Capricorn Conservation Council Capricorn Coast Landcare Citizens of the Great Barrier Reef Central Queensland Indigenous Development Ltd Capricorn Enterprise Central Highlands Regional Council Central Highlands Development Corporation Central Queensland University Department of Agriculture, Fisheries and Forestry Darumbal Enterprises Department of Innovation, Tourism Industry Development Department of Natural Resources and Mines Department of Transport and Main Roads Fitzroy Basin Association Gladstone Area Promotional and Development Ltd Great Barrier Reef Marine Park Authority Keppel Bay Sailing Club Keppel Coast Arts Council Keppel Turtle Fund Livingstone Shire Council Local Tourism Organisation Outback Queensland Tourism Authority Master Reef Guides Plastic Free CQ Queensland Destination Events Program Queensland Parks and Wildlife Service Queensland Tourism Industry Council Rockhampton Regional Council Regional Tourism Organisations Surfrider Capricorn Coast Southern Great Barrier Reef Tourism Australia Tourism and Events Queensland Visiting Friends and Relatives Woorabinda Aboriginal Shire Council Woppaburra Land Trust Woppaburra Saltwater Corporation Woppaburra TUMRA
Destination Tourism Strategy 2021 - 2030
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Facilitating Future Prosperity
CAPRICORN ENTERPRISE ABN: 72 142 612 280
9/6 Normanby Street, Yeppoon Queensland, 4703 Australia P E W
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07 4927 2055 admin@capricornenterprise.com.au www.capricornenterprise.com.au www.visitcapricorn.com.au