Capricorn Coast Region Destination Tourism Strategy | 2024 - 2032 by Capricorn Enterprise

Corio Bay, Capricorn Coast

Capricorn Coast Region

Introduction

Traversing the Tropic of Capricorn and sharing a latitude with Rio de Janeiro to the East and Mauritius to the West, the Capricorn Coast Region includes the well known locations of Great Keppel Island, Yeppoon and Rockhampton and is ideal for families looking to escape the crowds and re-connect with nature.

From pristine reef and coastal wilderness, ancient limestone caves, rainforest, national parks, cultural heritage and home-grown culinary delights, the Capricorn Coast Region is a diverse and beautiful destination.

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 giant marine life and reef within reach.

Easily accessible by rail, port and air services, the Capricorn Coast Region is also largely frequented by a drive market, with four major highways leading to our destination. Up to 90% of our market is the drive market, but there is huge potential for more fly/drive and direct flights from major capital cities, but that will be dependant on our ability to see catalytic tourism product including Resorts and experiences come to fruition.

As we enter a decade of rapidly accelerating change inspired by global forces, 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.

To the year ending September 2024, our region welcomed 883,000 domestic and 39,000 international visitors, a total of 922,000 visitors. Overnight visitor nights totalled 2.7 Million domestic and 289,000 international, spending $809 Million, representing $885 per domestic visit and $289 per night. Our top 5 international source markets to the year ending September 2024 were the UK, Germany, NZ, Netherlands and France.

Our region has approx 2,500 commercial rooms and requires 1,200 additional short term rooms in the next 8 years to 2032 to meet current and future demand. We have another 1,000 commercial caravan and tent sites as well as holiday homes, accommodating about 8,500 visitors in a commercial bed. Visiting Friends & Relatives (VFR) staying in private homes, represent a third of our total visitation and as population grows, so too will our VFR.

Proportionally, business is stronger in Rockhampton, which is why a focus on events is important to grow the leisure sector. Proportionally, holiday is stronger along the coast and islands, which is why a focus on new resort accommodation on Great Keppel Island, Yeppoon and Emu Park is key to keeping up with demand.

Tourism (Accommodation & Food sector) is the 5th highest employer in our region (employing nearly 4,000 people), following Health (1), Education (2), Retail (3) and Construction (4).

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.

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.

Byfield State Forest

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

• 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

Queensland Government, Department of Tourism and Sport

Australian Government, Austrade

2023 Towards 2032 Strategy

2022 Thrive 2030 Strategy

Tourism & Events Queensland 2024 Events Strategy 2025 - Executive Summary

Livingstone Shire Council (Capricorn Coast)

2020 Towards 2050 Community Plan 2050

Livingstone Shire Council (Capricorn Coast) 2023 Blueprint 2030 - Economic Growth and Investment Strategy

Livingstone Shire Council (Capricorn Coast) 2019 Capricorn Coast Event Strategy 2025

Rockhampton Regional Council

Rockhampton Region Economic Development Strategy 2023-28

Rockhampton Recreational Fishing Development Strategy

Rockhampton Regional Council 2019 Advancing Mount Morgan Strategy

Populous 2014 Central Queensland Stadium & Convention Centre Feasibility Report

Keppel Kracken, Yeppoon

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 revitalisation

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

Wreck Point Lookout

Panorama Drive

Statue Bay Drive

Rockhampton Region

Rockhampton Riverfront redevelopment

Upgrade Rockhampton Airport

Mount Archer N/P Activation Plan – Nurim Skywalk

Rockhampton Museum of Art

Fitzroy River Boat Ramps

Yeppen South project (Pacific Coast Touring Route into Rockhampton

State Strategic Touring Route Signage (SSTR) program

COMPLETION

Total $53 M funding secured 2015/16 (Local, State & Fed). Opened May 2018

Approval March 2013 (Fed & State), May 2013 (Local Gov)

Opened January 2020

RSL, Lions Club of Emu Park, Bendigo Bank, Local & State Gov. Opened 2019.

$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

Opened 2019

Due for completion 2021

Funding $31.5 M (State $15M, Fed $10M, $8.5M)

Completed 2020

Opened October 2015 (Fed & State Gov $170M)

5 of the 10 Qld SSTR in Queensland shared in $9 M from 2013-2018 signage program

Significant Events support Ongoing

Nurim Circuit, Mount Archer

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

Capricorn Coast

New 4.5 star accommodation:

Revitalising Great Keppel Island

Rockhampton Region

Oshen Yeppoon opened April 2014 Salt Yeppoon opened February 2016

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

Fishing Charters

Empire Apartment Hotel opened Jan 2015 Kortes Resort opened 2015

Rise Environmental & Guiding Services; Double Threat Charters; Hooked Fishing Charters, Guided Fishing Downunder; Reel Fishing CQ/River Cruises CQ

CAPRICORN DTP ACHIEVEMENTS 2021 - 2024

Public Infrastructure 2024 - 2032

Capricorn Coast

Rockhampton Region

Keppel Bay Convention Centre and Sailing Hub

Capricorn Coast Ecotourism Destination

Australia Certification

Yeppoon Station Quarter (Heritage Railway) to include Food Innovation Hub

Great Keppel Island Rejuvenation

Great Keppel Island (Woppa) Master Plan launched April 2024

Rockhampton Museum of Art (RMOA)

Rockhampton Stadium (Browne Park redevelopment)

Rockhampton Jockey Club Expansion

$20M Federal funds. Opened Dec 2024

Achieved June 2024

$4M State funds “The Station 4703” opened June 2024

New Sewage Treatment Plant and amenities due for completion end 2025, Arrivals Plaza, Wayfinding, signage and boardwalks - completion due end 2026.

$10M Federal, $15M State, $11.5M Local government funding. Opened Feb 2022

$54M State funds. Completion due June 2025

$2.3M Redevelopment - State Funds (Racing Queensland). Completed October 2023.

Empire Apartments, Rockhampton

Introduction

Towards Tourism 2032 is our collective plan to set the direction of tourism in Queensland for the next 10 years. It provides an enduring framework to guide the industry and government partnership to deliver long-term growth and success for Queensland tourism.

VISION MISSION

TT2032 TARGET

By 2032, Queensland will be Australia’s destination of choice for domestic and global visitors seeking the world’s best experiences.

By 2032 we will raise Queensland’s profile globally as a visitor destination, encouraging people to visit again and again. We will support our tourism industry to be stronger than ever as they reimagine and reinvent the offerings for the benefit of visitors, our communities, and the environment.

Tourism Events Queensland(TEQ) have set a goal to inspire travellers to choose Queensland as their destination of choice through bold and globally recognised marketing and events that support growing overnight visitor expenditure to $44B by 2032.

Leading destination of choice for global travellers, and the state’s destinations are thriving with strong global brands driving our competitive advantage.

Strong reputation as an events destination with a calendar of world-class major events, vibrant homegrown events and festivals and business events.

Global leader of vibrant, authentic, accessible and transformative visitor experiences – reflecting our natural and cultural values, vibrant communities, and regions, catering for different types of visitors and delivering on our brand promise.

Seamless aviation and transport connections to the world. Infrastructure and services meet visitor demands, addressing critical limitations to enable infrastructure investment,

Sustainable and regenerative tourism practices in place that support communities and value the contribution visitors make to their environment and lifestyle.

Global leader in sustainable tourism and ecotourism experiences.

Clear industry pathway towards net zero emissions.

Thriving nature-based tourism sector that balances tourism development with environmental preservation, protection and interpretation.

Brisbane 2032 supercharges Queensland’s reputation as a world-class destination – with a lasting social, economic, and environmental legacy driving long term benefits for tourism.

Australia’s leading destination for First Nations tourism experiences –showcasing and enriching cultural experiences for visitors and delivering economic opportunities for Traditional Owners, Indigenous communities, Aboriginal and Torres Strait Islander local leaders and businesses.

Attractive and internationally competitive environment for tourism investment and development – supported by effective regulatory and planning pathways and sustainable visitor economy funding sources.

Highly capable businesses and a skilled, resilient, and world-class workforce who deliver exceptional service and experiences. Highly functioning tourism network – operating as an effective partnership model, employing innovative technology and timely data to enhance service delivery and inform decision-making. Queensland has a reputation for delivering tech wonderment through tourism experiences, events and business practices.

Vision

By 2032, the Capricorn Coast region will emerge as one of Queensland’s most desirable family destinations which celebrates environmental, economic and social sustainability. New product development will catapult the Capricorn Coast brand as a major destination in Queensland, by supporting strong business and events visitation to the city of Rockhampton and increased holiday visitation to Yeppoon, Emu Park and Great Keppel Island.

2032 Target

This DMP chapter details the Capricorn Coast breakdown for $835m in visitor expenditure in 2032, amounting to a 1.9% contribution towards the Queensland target of $44b. This amounts to a 4.6% compounded annual growth rate (CAGR) from 2019.

$835m Overnight Visitor Expenditure (OVE) 2032

To the year ending September 2024, OVE reached $809m for Domestic and International Expenditure combined. The $835m OVE target to 2032 is expected to be exceeded.

Target Context

Our region’s journey towards achieving our 2032 target will be driven by strategic investments in infrastructure, enhanced tourism offerings, and strong collaborations with local businesses and government bodies By continuing to highlight our unique attractions like the Southern Great Barrier Reef, Keppel Islands, and cultural heritage, we will successfully position The Capricorn Coast Region as an appealing destination for both domestic and international travelers With a focus on collaborative marketing campaigns, improved airline connectivity, and expanding accommodation options will ensure continued visitor growth.

As we near our target, our focus will continue to be on enhancing visitor experiences and events, increasing spending, and encouraging longer stays. By prioritising sustainability and innovation our region will create a tourism offering that appeals to diverse demographics, making the region a year-round destination.

If we can secure continued investment in our region, we are confident of meeting and exceeding our visitor target for 2032.

Share of Trips by Market Origin 2032

The Capricorn Coast Region’s market is shaped by its strong resource sector, growing education and health industries, and accessible location just a day’s drive from the Southeast corner. The goal is to increase intrastate visitation from SEQ whilst the key to growing interstate sector is via improved airline connectivity and pricing

Trips by Source Inbound Market 2032 Target

The region’s overarching destination brand, Southern Great Barrier Reef, emphasizes its unique appeal as a pristine and accessible reef experience, strengthening its profile among international travelers. Additionally, large-scale military exercises involving the Singaporean and US armies contribute to source numbers The largest opportunity for growth lies within continued training of tourism trade and agents, and increasing the region’s number of trade ready operators.

Travel Mix by Purpose 2032

The holiday market is forecast to grow to 38 9%; significantly overtaking the regions strong Business market This will only occur with island and coastal mainland accommodation The region’s thriving resource sector, agriculture, military-related visitors, education and healthcare will continue to grow, while visiting friends and relatives (VFR) will complemen t population growth.

Traveller Profiles Mix

2032

The region caters to a wide range of age profiles due to our balanced and diverse experiences. By leveraging TEQ’s focus on attracting more high value travellers (HVT), our region requires product development including five-star accommodation, additional premium dining and experiences both on island and mainland, such as Surf Lakes Capricorn Coast and new resorts on Great Keppel Island.

Length of Stay in Nights 2032

Traditionally, the majority of interstate holiday visitors are drive market so to reach the 2032 target of 6 4 nights from interstate, fly/drive packages needs to increase In order to achieve this, we require growth in airline capacity and new routes (including direct flights from Sydney and Melbourne), together with accommodation developments supported by hotel brands, making the Capricorn Coast region as a stand-alone destination.

Expenditure Per Person Per Night 2032

To increase visitor spend by 2032, the region requires a targeted strategy focusing on enhanced product packaging to include additional experiences, supported by destination campaigns to promote pre-purchasing.

1m Annual Road Users 2032

3.4%

Many of QLD’s major touring routes lead to (or through) Rockhampton and Yeppoon, providing major opportunity to generate growth within the State’s drive market. These include the Pacific Coast Way, Capricorn Way, Leichhardt Way, and Australia’s Country Way.

With the future opening of the Rockhampton Ring Road in 2027, the duplication of the Rockhampton to Yeppoon Highway, and upgrades to the Capricorn Coast Tourist Drive, road users are better supported via these strategic corridors.

8,228 Additional Monthly Airline Seats 2032

1.8%

(+26%)

The Rockhampton regional airport, consistently within the top 20 busiest airports in Australia, is well connected to major cities, but the lack of carriers, direct routes (i.e. Sydney and Melbourne) and expensive fares by the two major carriers, limits its appeal for holiday travellers. In order to raise the profile and desirability of the Rockhampton regional airport, the port needs to be promoted as the gateway to the broader Capricorn Coast and Southern Great Barrier Reef destination (similar to the Whitsunday Airport based in Proserpine). To further grow airline capacity, an increase in fly/drive packages is possible with accommodation developments supported by hotel brands and more cohesive and collaborative marketing campaigns.

1,219 Additional Rooms Required 2032

3.2% (+50.2%) (+54%) CAGR CAGR

Great Keppel Island, Yeppoon, Rosslyn Bay, Emu Park and Rockhampton all have available development sites and/or existing approvals of significance, as well as keen interest from investors. However, without the innovative support of state and local government in helping to address the increasing cost of construction which is stifling development throughout Qld, reaching the 2032 target is extremely challenging. Prime development sites such as the existing Council Chambers on the Yeppoon foreshore, key CBD sites in both Yeppoon and Rockhampton need to be strategically allocated within town plans to proactively attract new investors. Great Keppel Island land tenure as outlined in the GKI Concept Master Plan needs to be expedited by state government to progress.

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

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.

Supporting attributes: Island cruises and charters, dive/snorkel, island accommodation National Park island camping.

Geo Discoveries

Unlock the secrets of the ages as you visit limestone caves or unearth natural treasures fossicking in a country embedded with great mineral wealth.

Supporting attributes: Limestone Caves, fossicking (thundereggs, fossils), Dig the Tropic Geo Trail, Bat Cleft Tours, volcanic plugsCapricorn Coast National Park.

Rainforest & Wildlife Encounters

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.

Supporting attributes: National Parks including: Capricorn Coast, Keppel Bay Islands, Byfield, Mount Etna Caves, Mount Archer, Cooberrie Park Wildlife Sanctuary.

Regional Specialties and Culinary Delights

Learn about and enjoy the culinary delights of the coast and country, from beef to crocodile to mud crab to tropical fruit.

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.

Capricorn Caves

Queensland’s Experience Framework

Queensland’s Experience Framework identifies five 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.

Queensland’s Experience Framework has been developed by Tourism & Events Queensland and identifies five 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 Pillars

EXPERIENCE PILLARS

These five experience pillars have been identified through consumer research as categories that set Queensland apart.

These five experiences pillars (below) have been identified through consumer research as categories that set Queensland apart.

Reef, Islands & Beaches

Reef, Islands and Beaches Natural Encounters

Encounters Adventure & Discovery

Culture & People

HERO EXPERIENCES

Hero Experiences

and Discovery

Adventure and Discovery Lifestyle, Culture and People Events

Reef, Islands and Beaches Natural Encounters Adventure and Discovery Lifestyle, Culture and People Events

Each Experience Pillar has a suite of Hero Experiences that reflect the heart and soul of the Queensland story and represent where we have a competitive advantage.

• Great Barrier Reef

• Islands

• Great Barrier Reef

• Natural Landscapes

• Adventure Experiences

• Food & Beverage

• Great Barrier Reef

• Beaches

• Great Barrier Reef

• Islands

• Diving & Snorkelling

• Natural Landscapes

• Islands

• Beaches

• Sailing

• Diving and Snorkelling

• Sailing

• Diving and Snorkelling

• Sailing

• Natural Landscapes

• Wildlife Experiences

• Natural Landscapes

• Adventure Experiences

• Dinosaurs

• Adventure Experiences

• Indigenous Experiences

• Participation Events

• Wildlife Experiences

• Marine Life Experiences

• Wildlife Experiences

• Marine Life Experiences

• Dinosaurs

• Theme Parks • Journeys

• Food and Beverage

• Dinosaurs

• Theme Parks

• Journeys

BEST OF QUEENSLAND EXPERIENCES

Best of Queensland Experiences

• Food and Beverage

• City Experiences

• Food and Beverage

• Indigenous Experiences

• Outback • Country Life

• Indigenous Experiences

• City Experiences

• Participation Events

• Food & Beverage Events

• Participation Events

• Music Events

• Festivals

• Food and Beverage Events

• City Experiences

• Food and Beverage Events

• City Experiences

• Outback

• Country Life

• Food and Beverage Events

• Music Events

• Arts & Culture Events

• Music Events

• Festivals

• Spectator Sports

• Arts and Culture Events

• Spectator Sports

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.

Farnborough Beach, Yeppoon

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

Tier Two - DINKS

Tier Two - Self Funded Retirees

Part 2: Destination Focus

Pumpkin Island

Part 3:

Product Development

Destination Priorities and Strategies

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/s - Capricorn Coast Resort/Luxury Accommodation

- Rockhampton Stadium

- Surf Lakes Yeppoon

- Mount Morgan Clay Caverns (Dinosaur Footprints)

Overarching Statement

Rockhampton 4.5 Star Accommodation

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.

Great Keppel Island

Part

3: Destination Priorities & Strategies cont.

#1 ACTIONS PARTNERS (bold to lead)

CAPRICORN COAST

1.1 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).

1.2 Revitalisation of Capricorn Resort

1.3 Continue to identify businesses to work collaboratively and champion the use of local produce and food supply for Taste Capricorn Coast.

1.4 Causeway Lake revitalization

1.5 Walking and Bicycle trails including the Rockhampton to Yeppoon Rail Trail, and continuation of the coastal walking trail from Corio Bay to Coorooman Creek.

1.6 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.

1.7 Encourage and support the development of Arts and Culture to enhance the visitor experience.

1.8 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.

1.9 Support route development efforts for direct flights between Sydney and the region’s major port of Rockhampton.

1.10 Encourage the development of sporting facilities to attract additional sporting events (i.e. sailing, football, tennis, surf lifesaving, mountain biking & paragliding etc). Focus on Rowing & Sailing for 2032 Olympics.

1.11 Support the commercialisation of Surf Lakes Yeppoon

State govt

Private sector

LSC

Fed govt

Private sector

State govt

LSC

LSC & CE

Private sector

State Govt & LSC

LSC State govt Community Groups

LSC & CE

Private sector QPWS

LSC CE / KCAC

LSC CE Private sector

RRC (airport owner)

LSC

CE Airlines

Sporting Groups

RRC

LSC QPWS DNRM

Private Sector

LSC

State Govt.

Keppel Explorer Tour, Keppel Bay

ROCKHAMPTON

2.1 Implementation of the Rockhampton Recreational Fishing Development Strategy

2.2 Improved roadside signage on the entrance to Rockhampton and Mount Morgan.

2.3 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.

2.4 Support the reopening of the Fireclay Caverns at Mount Morgan to enable tours of the dinosaur footprints.

2.5 Support local sporting clubs with their infrastructure needs to enable the attraction of substantial leisure and sporting events (e.g. Speedway).

2.6 The construction of a stadium facility at the Rockhampton Sports Club, Victoria Park precinct, as identified in the 2014 independent Populous report, Central Queensland Stadium & Convention Centre Feasability Report. ($23 million committed by Federal Government in September 2020 to construct a 16,000 seat stadium at Rocky Sports Club).

2.7 Encourage and support the development of Arts and Culture to enhance the visitor experience

2.8 Attract and support major events (e.g. horse racing, sporting, mountain biking, etc)

RRC

State Gov

RRC

State Gov

RRC

State Gov

DNRM/State Gov

RRC

MMPAD

RRC

State Gov

Federal Gov

Rocky Sports Club

RRC

State govt.

Federal govt.

RRC

Arts Queensland

State govt

Fed govt

RRC

Sporting Clubs

Private Sector

Part 3: Destination Priorities & Strategies cont.

Fitzroy River, Rockhampton

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. In 2024 the ‘Capricorn Coast’ recieved Ecotourism Destination Certification.

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.

Part 3: Destination Priorities & Strategies cont.

Waterpark Creek, Byfield

Part 3: Destination Priorities & Strategies cont.

#3 ACTIONS PARTNERS (bold to lead)

CAPRICORN COAST

3.1 Retain Capricorn Coast Ecotourism Australia Destination Certification, which was achieved in June 2024.

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. CE

3.4 Continue to work with community organisations to promote positive environmental, social, and economic outcomes for the local community.

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)

Capricorn Caves

Part 3: Destination Priorities & Strategies cont.

ROCKHAMPTON

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.

4.3 Continue to work with community organisations to promote positive environmental, social, and economic outcomes for the local community.

4.4 Continue to work with all levels of government and the appropriate agencies to promote positive environmental, social, and economic outcomes for the local community.

Government (QPWS)

Rivercruise CQ, 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 PARTNERS (bold to lead)

5.1 Enhance visitor experiences through facilitating industry capability by the provision of tourism specific programs, workshops and training opportunities:

• 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.

5.3 Helping our local tourism industry better understand the latest travel trends and needs of the marketplace.

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

5.5 Continue the SGBR collaboration with industry and trade partners to continually build upon the trade distribution and awareness of the destination.

TEQ, QTIC, State Gov

CE, GAPDL, BT Industry partners

Fitzroy River, Rockhampton

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.

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 Support commercial event organisers in meeting their key performance indicators of driving visitor growth and ensuring the long-term sustainability of their events.

6.3 Rockhampton Regional Council is a major driver and funder of events in the region. This ongoing event activity is a key drawcard and growth area for visitors to the region, and has the potential to elevate the region’s profile as a leading events destination.

6.4 Create marketing material and digital assets that resonates with the identified target audiences by continuing to work with content creators (writers, influencers, photographers).

6.5 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.

6.6 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.

Encourage the use of emerging virtual reality and digital platforms to enhance the visitor experience.

Event Organisers

TEQ (QDEP)

CE Local Gov Beef Australia

RRC TEQ Private sector

6.7 Work collaboratively with neighboring Local and Regional Tourism Organisations, Local Government, Stakeholders, and community organisations across Central Queensland.

6.8 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.

6.9 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

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

Highway committees

Industry Associations

Private Sector

Local Govt

Private sector

Industry associations

Private sector

Destination & Events Marketing cont.

6.11 Commission and host famils for domestic and international tourism bodies including:

• Tourism trade

• Agents

• VIPs

• Influencers

6.12 Support the active targeting of business, sports, and leisure events as well as pre/post business travel experiences to encourage greater length of stay. KBSC Sporting clubs Private sector LGAs

6.13 Assist with the development with fly / drive packages for the destination by continuing to assist operators in growing trade distribution capacity.

6.14 Olympic and Paralympic 2032 Events legacy. The Rockhampton Rowing Course on the Fitzroy River and the Keppel Bay Sailing Club on Keppel Bay, have the capability to host international rowing, canoeing, sailing and ocean rowing.

Private sector Airlines & Airport Owners CE

State RRC RGS KBSC

Pilbeam Theatre, Rockhampton

Abbreviations

AIMS Australian Institute of Marine Science

Arts QLD Arts Queensland

BT Bundaberg Tourism

CCC Capricorn Conservation Council

CCLC Capricorn Coast Landcare

CGBR Citizens of the Great Barrier Reef

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

DE Darumbal Enterprises

DTID Department of Innovation, Tourism Industry Development

DNRM Department of Natural Resources and Mines

DTMR Department of Transport and Main Roads

FBA Fitzroy Basin Association

GAPDL Gladstone Area Promotional and Development Ltd

GBRMPA Great Barrier Reef Marine Park Authority

KBSC Keppel Bay Sailing Club

KCAC Keppel Coast Arts Council

KTF Keppel Turtle Fund

LGA Local Government Authority

LSC Livingstone Shire Council

LTO Local Tourism Organisation

OQTA Outback Queensland Tourism Authority

MRG Master Reef Guides

PFCQ Plastic Free CQ

QDEP Queensland Destination Events Program

QPWS Queensland Parks and Wildlife Service

QTIC Queensland Tourism Industry Council

RGS Rockhampton Gramma School

RRC Rockhampton Regional Council

RTO Regional Tourism Organisations

SCC Surfrider Capricorn Coast

SGBR Southern Great Barrier Reef

TA Tourism Australia

TEQ Tourism and Events Queensland

VFR Visiting Friends and Relatives

WASC Woorabinda Aboriginal Shire Council

WLT Woppaburra Land Trust

WSC Woppaburra Saltwater Corporation

WTUMRA Woppaburra TUMRA

Mt Hay Thundereggs

ABN:

admin@capricornenterprise.com.au