Miles & District Local Tourism Action Plan Western Downs Local Tourism Action Plans DRAFT: January 2016
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CONTENTS 1.
INTRODUCTION ............................................................................................................................. 3
2.
VISITOR MARKET REVIEW........................................................................................................... 4
3.
PRODUCT AND EXPERIENCE REVIEW ...................................................................................... 8
4.
SWOT ANALYSIS ......................................................................................................................... 10
5.
POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER ...................... 11
6.
ACTION PLAN .............................................................................................................................. 12
7.
APPENDIX – MILES PRODUCT AND EXPERIENCE AUDIT ..................................................... 22
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1. INTRODUCTION This Local Tourism Action Plan has been prepared on the basis of an independent market analysis and review, and the priority projects and tourism development concepts identified by the Miles and district community within the timeframe of the Western Downs Tourism Investment Project. Project development and identification has been guided and led by the Miles and District Local Tourism Action Plan Reference Group.
Purpose of the Local Tourism Action Plan The purpose of the Western Downs Tourism Investment Project is to support economic development by undertaking local tourism planning and tourism related infrastructure development within the Western Downs region. The key objective of the overall program is to deliver tourism related projects, activities and initiatives that support and enhance tourism and economic development in the Western Downs region. The Draft Action Plan includes:
A Tourism Market Review and supporting analysis Tourism Project Proposals which capture projects, activities and initiatives nominated by the Miles and district community A prioritised listing of tourism projects, activities and initiatives that were developed within the available timeframe that are considered eligible for funding under the Western Downs Tourism Investment Project.
The Local Tourism Action Plan is intended to complement existing strategic planning initiatives at local and regional levels and be used as a reference document for both community and Council to guide the delivery of future tourism initiatives. Projects within the Tourism Action Plan will be assessed by the WDRC/ Australia Pacific LNG Tourism Investment Reference Group and considered for funding and implementation over the three year project term.
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2. VISITOR MARKET REVIEW The Western Downs Regional Council area received approximately 725,340 visitors in 2015 (approximately 14% of the visitors to the Southern Queensland Country (SQC) tourism 1 region) . Visitation to Western Downs has grown by approximately 2.3% per year since 2010 - higher than the 1.8% per year for Southern Queensland Country as a whole Figure 1: Western Downs Visitor Numbers, June 2015 780,000 760,000 740,000 720,000 700,000 680,000 660,000 640,000 620,000 600,000 580,000
The majority of visitors to Western Downs are day visitors (53%). The Domestic Overnight market accounted for approximately 45% of all visits to the region. International visitors represent a small 1% of overall visits. Western Downs Visitor Market Mix, June 2015 Int., 1%
Day, 53%
↑2.3% p.a.
2010
2011
2012
2013
2014
2015
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visitors to Western Downs spent approximately 1.4 million nights in 2015 (17% of total visitor nights to the SQC area), and has grown by 16.3% p.a. since 2010. The average length of stay for domestic overnight visitors was 3.4 nights, while international visitors stayed for an average of 28.3 nights in region. Figure 2: Western Downs Visitor Nights, June 2015 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 -
Dom. O'night 45%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Purpose of Visit The main purpose of visit to Western Downs was for holiday purposes (33%) followed closely by business (32%) and then visiting friends and relatives (VFR) (24%) and other (11%). Figure 4: Main Purpose of Visit to Western Downs, June 2015
Other, 11%
↑16.3%p.a.
Holiday, 33% 2010 2011 2012 2013 2014 2015
Bus, 32%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Unless otherwise indicated, all visitor data relating to the Western Downs Region and its constituent parts is sourced from Tourism Research Australia’s International Visitor Survey and National Visitor Survey for the Year Ending June 2015. To aid data reliability, all data is based on three-year rolling averages, rather than annual visitor data.
VFR, 24% Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Since 2010, the business market has seen the highest increase in visitation, increasing on average by 21.8% p.a. During the same time period, the holiday market has decreased by 4.1% p.a. This performance follows the overall Southern Queensland Country trend since 2010, where the business market has grown by approximately 14.3% p.a. while holiday, VFR and other markets have remained steady. Analysis shows that visiting for business purposes is more dominant in Western Downs than in Southern Queensland Country as a whole – where holiday was the main purpose of visit (29%), followed by VFR (26%) and Business (19%). Age Profile of Visitors to Western Downs The majority of visitors to Western Downs were over the age of 55 years (28%). Strong growth in the 40-44 age bracket also took place since 2010.
Travel Party Domestic overnight visitors mainly travelled alone to Western Downs (32%). Other significant travel party types included adult couples, family groups with children, friends or relatives without children, and business associates travelling without spouses (Figure 6). Figure 6: Major Travel Party Types to Western Downs, June 2015 Sporting/community group Business associates without spouse Business associates with spouse Friends/relatives without children Friends/relatives with children Family group (w/ children) Adult couple Alone
Figure 5: Western Downs Visitor Age Profile, June 2015
0%
10%
20%
30%
40%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
55+ 50-54
Accommodation Used by Visitors
45-49 40-44
Over half (54%) of domestic visitors stayed in private accommodation (such as friends and relatives’ houses), while 20% stayed in hotels and 19% stayed in other commercial accommodation.
35-39 30-34 25-29 20-24 15-19
Visitor Activities 0%
10%
20%
30%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visiting friends and relatives was the most popular activity amongst domestic overnight visitors to Western Downs, followed by eating out, going to a pub/club, and sightseeing.
Origin of Western Downs Visitors The majority of domestic overnight visitors to Western Downs were from South East Queensland: Brisbane (32%), Darling Downs (29%), Sunshine Coast (10%) and the Gold Coast (5%). 85% of visitors are from Queensland and 15% from interstate.
Popular activities included; bushwalking, fishing, visiting national/state parks, picnics/ BBQs and exercise.
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Figure 7: Main Visitor Activities in Western Downs, June 2015
Western Downs Visitor Profile Summary Approximately 725,340 visitors Visitation has grown by 2.3%p.a. since 2010
Exercise Picnics or BBQs
Approximately 1.4 million visitor nights Nights have grown by 16.3%p.a. since 2010
Visit national /state parks Fishing Shopping
Domestic day visitors accounted for the largest proportion of all visitors (53%)
Bushwalking Sightseeing Pubs, clubs, etc
Older age groups formed the majority of the region’s visitors
Eat out / dine VFR 0%
5%
10%
15%
The majority of domestic overnight visitors travelled alone (32%)
20%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Approximately 54% of domestic overnight visitors stayed in private accommodation (e.g. with friends and relatives). Figure 8: Visitation and Expenditure by Local Government Area in the Southern Qld Country Tourism Region, 2013
Domestic Overnight % holiday % VFR % other Average Stay (nights) Spend per Night Domestic Overnight Spend International Spend per Night International Spend Domestic day trip Spend per Trip Day Spend Total Visitor spend
Toowoomba
South Burnett
Southern Downs
Western Downs
Goondiwindi
Balonne
Maranoa
704,600
174,300
317,600
298,400
121,400
68,300
201,900
21% 51% 28% 2.8
36% 39% 25% 3.1
51% 36% 13% 2.4
35% 29% 36% 3.0
34% n/a n/a 2.3
54% n/a n/a 2.8
33% 23% 44% 3.5
$105.50 $205M
$82.60 $45.2M
$124.30 $94.5M
$91.40 $81.8M
$88.10 $24.4M
$76.50 $14.4M
$85.00 $59.9M
22,100 $51.30 $26.2M
3,000 $25.10 $1M
8,700 $35.40 $9.9M
7,900 $38.20 $7.1M
2,500 $29.70 $1.6M
2,200 $46.00 $3.9M
7,000 $31.70 $5.2M
1,894,500
347,800
501,800
450,000
n/a
n/a
n/a
$120.90 $229.1M $460.4M
$83.50 $29M $75.3M
$75.50 $37.9M $142.3M
$90.30 $40.6M $129.5M
n/a n/a n/a
n/a n/a n/a
n/a n/a n/a
Source: Tourism Research Australia Local Government Profiles 2013
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Expenditure Based on data derived from the National and International Visitor Surveys, the visitor economy currently generates approximately $152.6 million of direct visitor spend into the Western Downs region. This is based on domestic day, domestic overnight and 2 international visitors spending an average of $87.50, $94.30 and $43.60 per night/trip in Western Downs. This estimated spend generated from visitors to the region supports approximately 2,600 direct jobs, and has a flow on effect of $228.9 million supporting approximately 2,300 indirect jobs. Miles and District Visitor Statistics Due to small sample sizes and statistical areas within the tourism survey data, the Miles and Wandoan districts have been analysed together. The ability to analyse and interpret national survey data at district level is limited, but it is possible to identify some trend information for Miles and district.
In the Year Ending June 2015, approximately 82,740 people visited the Miles/ Wandoan districts, making up over 11.4% of all visitors to Western Downs. Visitors to the Miles/ Wandoan districts have increased on average by approximately 15.9%p.a. since 2010, with a decline in numbers from 2014 onwards. Visitors to the Miles/ Wandoan districts spent a total of approximately 358,420 visitor nights in the area. Approximately 68% of the market was domestic overnight visitors, with an average length of stay of 5 nights. According to data collected by the Western Downs Regional Council, over the same time period approximately 15,000 visitors used the Miles Visitor Information Centre (VIC). Over the 3-month period between July-September 2015, approximately 8% of Miles VIC visitors were locals, while another 4.3% were from the WDRC region. An additional 42% were from other parts of Queensland, and 4.1% were international visitors. The main purpose of visit of travellers to Miles VIC was fora holiday (77%), followed by Business (8%).
Figure 9: Visitation to Western Downs Districts 2010-2015 500,000 ↓0.7%p.a.
450,000 400,000 Town Visitation
350,000 300,000 250,000 ↑2.3%p.a.
200,000 150,000 100,000 50,000 2010 Chinchilla
2011 2012 2013 2014 Miles/Wandoan Tara
2015 Jandowae/Dalby
Source: Tourism Research Australia; IVS, DVS, year ending June 2015 2
Spend per night estimates are based on Tourism in Local Government Areas 2013 factsheets released by TRA for Western Downs, with CPI included to estimate 2015 average spends. 7
3. PRODUCT AND EXPERIENCE REVIEW This section of the Local Tourism Action Plan provides a summary review of the area’s key tourism products and experiences. A full audit in tabular format will be added into the appendix in section 7 prior to completion of the action plan.
Establishing and building a clear identity (which incorporates a range of compelling visitor experiences) in target markets Providing experience options (including trails, self-drive itineraries) to entice visitors to increase the length of time they spend in Miles and district RV-Friendliness, making it an easy choice for visitors to choose Miles as a stopping point.
Visitor Accommodation The Miles district benefits from having a range of visitor accommodation, including; Motor Inn style properties, and a number of caravan and camping options. Motel accommodation grew significantly during the CSG expansion phase, with a larger room stock now in place than would normally be expected for a visitor destination such as Miles. With lower levels of business trade forecast, re-orientating properties toward leisure trade may provide some opportunities however generating sufficient levels of trade to sustain current supply represent a challenge. Touring visitors remain the Miles district’s principal visitor market, and as such, being able to offer a range of fit for purpose free and commercial camping options is essential. Reviewing the availability and standard of free and good value commercial camping options across the district and ensuring that these meet the needs of visitors should remain a priority. Location The Miles district is located beyond South East Queensland day visitor travelling distance therefore capitalising on the long distance touring market is critical. Events provide the key opportunity for attracting short break activity. Given that the long distance touring market remains the primary market, key considerations for the future include; Effective signposting and gateway welcome
Although traffic is based on resources activity, Miles Aerodrome also potentially offers future growth opportunities. Visitor Attractions and Experiences Tourism thrives on providing reasons to visit, whether for business, holiday or other specific purposes. In other words - the experiences which persuade visitors to choose Miles and district over other destinations with similar attributes. Significant visitor attractions include the Miles Historical Village Museum and Dogwood Crossing, Miles. Tourism assets are in place in the form of unique heritage, local stories, nature-based experiences local lifestyle etc however development of new experiences and packaging/promotion of product around them has been limited in recent times. From an external perspective, the Miles district’s identity or key visitor experiences are not well known. Content on Miles district’s experiences in Southern Queensland Country Tourism’s regional tourism portal is limited, as is TripAdvisor coverage. New experiences based around farm/ business tours, the story of the Artesian Basin/CSG development, natural heritage, culture/arts and drive/touring trails all offer scope for development. Well presented ‘new product’ can play an important role in increasing the Miles district’s tourism profile and opportunities to attract visitors.
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Events
Infrastructure
The Miles district’s highest profile event is the Beef Bells and Bottle Tree Festival with a range of locally orientated events complementing it.
The architecture, design, and general look and feel of a place play a large part in how visitors perceive and use a destination. Many components contribute to this all important sense of place.
Scope exists to further develop ‘Beef Bells and Bottle Tree’ as a flagship event and deliver the potential of events as drivers of trade via; Event programs (regional) based around themes i.e. country weekend, culture/arts, music, lifestyle etc Attracting or developing new events to add to the current calendar – music, agriculture etc Improved event marketing and packaging with accommodation options included Capacity building, resources and professional support for event development.
Streetscape, tidiness, a safe environment, lighting, gateways, public art, building design/local vernacular all play contributing roles in building a unique look and feel. A range of priorities are apparent for Miles and District, including; Gateway and entry point location enhancement Prioritised ‘beautification’ upgrades, including street dressing Investment in key visitor precincts including the Historical Village Museum Public art opportunities. Key Visitor Market Sectors
Visitor Servicing Miles Visitor Information Centre (VIC) performs an important visitor servicing role, supported by signposting and interpretative information. Digital and website-based information also has a key role to play in complementing these physical information sources. The welcome and level of service provided by local people and front line staff also play important roles in visitor servicing. Consistently applied and good levels of service and product knowledge, alongside the community acting as ambassadors can also play leading roles in visitor services. This principal extends to raising awareness of the economic benefits generated by tourism.
The Miles district’s key visitor markets largely reflect the target markets at a regional level, but being located outside day visitor radius of South East Queensland also has an impact. Key target visitor markets include; Drive holiday touring visitors (Queensland and interstate) Business VFR/ local day visitors South East Queensland event-driven short breaks.
While not a weakness, more can be done in these areas to offer the warm country welcome visitors expect.
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4. SWOT ANALYSIS Strengths
Weaknesses
Heritage assets including Miles Historical Village Museum and a number of historical sites Cultural assets including Dogwood Crossing and thriving arts/culture network Established Beef Bells and Bottle Tree Festival Proximity to Galugubah State Forest and a range of nature-based attractions (wildflowers, birdlife) in the surrounding areas Offers real country life experience Committed and active community partnership Range of accommodation options VIC and range of visitor services.
Some negative connotations with linkages with CSG sector Seasonal visitor patterns (weather) The area can improve its RV-friendliness parking, signing, camping facilities Public realm and general look & feel of the destination is a little tired in parts. Distance from the South East Queensland market (beyond day visitor radius) Limited marketing investment/profile at present Miles experiences and products not extensively distributed via mainstream tourism channels – TEQ, Southern Queensland County Tourism etc ‘Packaged tourism experiences are limited.
Opportunities
Threats
Building RV and touring friendly status – investigate camping options, effective signposting, parking, rest-stops etc Opportunities to invest in prioritised public realm enhancement including street dressing Continue to develop the status of the Miles Historical Village as the town’s key attractor by developing a major new asset – an Artesian Basin and CSG Interpretation Centre Marketing and professional development support to enable continued development of the Beef Bells and Bottle Tree Festival Review opportunities for new event development to complement the Beef Bells and Bottle Tree Festival Refresh and build the profile of existing trails and drive tours using digital platforms Build market profile and visitor awareness of Miles, working in collaboration with regional partners, including a Miles Portal Taking advantage of the location on a key inland Queensland Driving route – ensure Miles is fully profiled via the drive route partnership Developing attractive gateway signing and welcome as a means of raising visitor awareness Continue to focus on providing a genuine welcome and high levels of customer service Continue to foster improved market focus and awareness among tourism operators Effective regional partnerships and networks.
Perception of area tied to gas and resources Over-supply of motel accommodation potentially impacting on business sustainability Lack of visitor awareness of Miles and its visitor offering Economic uncertainty leading to decreases in services and population Failure to work in partnership within the region will mean benefits are not fully capitalised upon.
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5. POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER Elements to consider in positioning include;
Gateway to the South West’s natural and historic attractions
Altered economic circumstances with postconstruction phase of resources sector
Strong heritage assets
Surrounding nature-based tourism assets
Developing and using the untold stories to build a greater depth of experiences and a distinct identity.
Tourism Vision for Miles and District Growing a vibrant destination where a big sense of community and authentic visitor experiences contribute fully to Miles and district being a great place to live and work. Community, industry and regional partners working together to; Attract increased number of visitors from target visitor markets (Touring, VFR and Business) Build longer average visitor length of stay and resulting visitor expenditure) Build a positive identity for the Miles district.
Delivery Roles and Responsibilities To be confirmed to discussion with Miles and district community and Western Downs Regional Council.
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6. ACTION PLAN Table 1 shows a summary of proposed projects and their alignment against Southern Queensland Country Destination Tourism Plan themes.
Summary Table 1: Alignment of Project Proposals with Southern Queensland Country DTP Themes
Preserve the Region’s Nature and Culture APLNG-Eligible Projects Artesian Basin and CSG Interpretation Centre Concept Plan and Seed Construction Funding Project
Southern Queensland Country DTP Themes Target a Deliver Quality Building Offer Iconic Balanced Service and Strong Experiences Portfolio of Innovation Partnerships Markets
Miles More Portal Project Miles & District Self Drive Tour App Project
Miles & District Creative Identity Street Enhancement Project Building the Sustainability & Tourism Impact of the Bells and Bottle Tree Festival
Gas Patch Golf Tournament Regional APLNG-Eligible Projects Impacting on Miles and District 100 Tourism Messages Project CBD Wi-Fi Project
Growing Investment and Access
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Community Radio Signage – Western Downs Greater Western Downs Tourism Marketing Project
Greater Western Downs Local Tourism Organisation (LTO) - proposal to establish a sustainable tourism network/ partnership Project Ideas Identified via Community Consultation (which have not yet been developed as projects or proposals) Developing Mile as a Sports Tourism Hub Support and develop Miles’s RV-Friendly status Miles customer service and product knowledge program Investment in art and culture as a driver of visitor activity Development of the potential of Miles Aerodrome
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APLNG-Eligible Projects The following projects were identified by the Miles and District Community and via regionally identified/developed initiatives. The projects have been ranked in priority order by the Miles and District Project Reference Group.
Project Description
Lead & Support Delivery Organisations
Building the Sustainability & Tourism Impact of the Beef Bells and Bottle Tree Festival To engage consultant Krista Hauritz to develop a Sustainable Event Strategy 2016-2026 for the Miles Beef, Bells & Bottle Tree Festival to ensure the ongoing facilitation and support of the festival over the next ten years.
Timing
KPI / Target Project Output
February 2016 – October 2016
Stimulate growth of event tourism and economic spin off through increased visitation – 40% in 2016 and 10% p.a. over a five year period Grow event numbers from estimated 2500 in 2014 to 3500 in 2016 (estimated $320,215 total potential economic benefit based on TRA and tourism satellite account data) Increased motel occupancy during the festival Through people, artefacts and technology, we will present and explore stories and experiences that entertain, engage and inspire our community and visitors, to enrich their understanding and appreciation of Western Downs Region and
Miles Beef Bells and Bottle Tree Festival Committee
Key elements of the strategy will include overall festival objectives, environmental scanning, analysis of previous events and strategies, operational requirements (including volunteer retention) marketing opportunities, key recommendations and project plans for execution.
Artesian Basin and CSG Interpretation Centre Concept Plan & Seed Construction Funding Project To have a concept plan developed & seed funding allocated for the proposed Artesian Basin & CSG Interpretation Centre Project. This would ideally be delivered through the current Artesian Basin Centre building at the Miles Historical Village Museum, this building is quite dated.
Miles District Historical Society Inc, supported by; local project reference committee (including WDRC, i5 Consulting, Miles & District Commerce and Community, VIC, SQCT, local businesses and
Feb 2016 2017
Local Reference Group Priority Project Ranking
1
2
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The Artesian Basin & CSG Interpretation Centre would interpret the history of the local area from: Geological formation The artesian basin Indigenous life on the land in the area European settlement Agriculture and land care CSG and other major industry (i.e. Feed lotting)
community, resource companies and funding partners)
themselves.
Huge scope exists to reshape this space in terms of layout and displays, allowing for pretty much a clean slate in terms of the space and interpretation options. There is opportunity for building extension and modification if required.
Miles & District Creative Identity Street Enhancement Project The Miles & District Creative Identity Street Enhancement Project is a town gateway and street enrichment project for Miles, Drillham, Dulacca & Condamine which will include the use of signage, main street banners, metal/ mosaic artwork silhouettes/ cut-outs installed in strategic locations in each of the towns. The project is about beatification and marketing enhancement in terms of the physical appearance of the towns to entice travellers to stop. Using physical entry ways and strategic town locations to promote the iconic and unique elements of the towns and district at large, providing a point of difference and interest.
Miles More Portal Project
Miles and District Tourism Action Plan Reference Committee supported by; community, Miles and District Historical Society, Miles District Commerce and Community, business proprietors, WDRC, visitors, funding/sponsorship partners, project advisory group, artists and contractors
Miles District Commerce & Community,
March 2016 – December 2016
February 2016 – September 2016
To create and complementary identity for each town Increase visitation time and spend from the drive market Enhance the look and feel of our towns to attract and welcome new residents and visitors Improved visitor, resident and business satisfaction re an appealing and attractive environment
Attract visitors as they develop itineraries for their trip
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4
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Building on the good work of Council’s marketing and community information programs develop a family friendly information and advice portal. Hosted by the Miles Commerce & Community, the intended audience would be tourists, prospective, new and/or existing residents; resource companies; local businesses and community organisations. Engaging professional expertise to undertake the development of a portal site, either new or possibility integrated as part of the current website through CCIQ (Chamber of Commerce & Industry Queensland). This project also aims to explore opportunities for increased marketing and promotion potential via, on-line bookings; social media and apps.
supported by; local businesses, WDRC, VIC, visitors, community groups, Community Services, local residents, resource companies and funding partners
May 2016 – January 2017
Miles & District Self Drive Tour App Project To engage technical support to develop and implement a self-drive tour app that converts the three existing Miles & District self-drive tours and includes the development of a forth new tour ‘the CSG Tour’ from the ground up.
Miles District Historical Society
This project will also encompass the inclusion of strategic interpretive panels at specific locations and a basic supporting small leaflet to promote the tours at a local level.
WDRC led in consultation with Miles Historical Society
This project is a locally developed and driven tourism strategy/ initiative that will build upon Miles & District assets- our people, our story and our towns themselves.
Provide information to attract potential new businesses to the area Increase Miles District Commerce and Community membership Attract new residents as they make decisions about where to live Improve information exchanges to increase community participation, business confidence and inward investment Liaise with local and regional partners to ensure the Miles portal aligns with, and complements regional marketing networks and initiatives Attract visitors as they develop itineraries for their trip to the area Tap into the technological tourism market, maximising our distinct character and identity Enable visitor to locate and make use of community facilities, history and sites Target numbers of users/downlands in year 1: 2000, increasing by 10% p.a. over a five year period (based on visitation of 14,000 as at
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TBC Gas Patch Golf Tournament Establishment of a new sporting event based at Miles Gold Club – a 3 day gold carnival. The Format would potentially include;
Miles Golf Club
Format 1st day meet and greet 4 person Ambrose 2nd Day Team 4BBB 3RD Day Team 18 hole Stableford
Greater Western Downs Local Tourism Organisation (LTO) - proposal to establish a sustainable tourism network/ partnership The application of an amount to be determined of current APLNG WDRC committed funds to collect and market Western Downs tourism attractions, opportunities, events, arts and culture, natural history, indigenous and postsettlement history, local produce and cuisine, industry including multifaceted agribusiness and energy extraction and production, heroes, stories and pathways (tourism product) by: Creating a Western Downs tourism identity as a tourism region Identifying and collecting existing Western Downs tourism products
WDRC, APLNG, WD Chambers of Commerce, WDTIP Reference Groups
2016
2015) Increased conversion of day visitors to overnight stays Marketing to align with region-wide platforms Intent to further develop KPIs Bring together an eclectic mix of businesses to partake in team building, socialising and networking in a friendly sporting environment Showcase the Miles Golf Course to stakeholders in the gas industry Hosting the event annually, growth of 10% to 20% is expected over a five year period. Establish Steering Committee Establish tourism identity and grow Western Downs visitor numbers Development of a business plan for design and operation of a dedicated Western Downs tourism business unit Collation and identification of Western Downs tourism opportunities and events log Package and market
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7
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Packaging Western Downs tourism products Collaboratively and regionally marketing Western Downs tourism including by way of a website, tourism App and coordinated tourism signage and by electronic and print media.
Western Downs tourism events and attractions
Establish and implement a tourism research program to inform marketing campaigns and activity. The research plan will be development alongside detailed marketing planning and will include Regional Visitor survey to gain an accurate understanding of customer motivations, origins and activities Build a customer database (including via the VICs) to be utilised for marketing and research purposes Business survey to build understanding of business perspectives on customer behaviour/ motivations. This Project will operate for a period of one (1) year during the process of establishment of a Western Downs Local Tourism Organisation*. The 6 WDTIP Tourism District Reference Groups anticipate that this work be performed by a dedicated full-time tourism officer expert in publicity engaged by WDRC for the purpose. It is anticipated that this person will then move into the Western Downs local Tourism Organisation upon establishment after membership of a Western Downs local Tourism Organisation establishment steering committee.
Greater Western Downs Tourism Marketing Project The application of an amount to be determined of current APLNG WDRC committed funds to collect and market Western Downs tourism attractions, opportunities, events, arts and culture, natural history, indigenous and postsettlement history, local produce and cuisine, industry
Western Downs Chambers of Commerce/ WDTIP Reference Groups, WDRC/ APLNG
2016
Delivery of one year marketing program – 10 % growth in visitor numbers
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including multifaceted agribusiness and energy extraction and production, heroes, stories and pathways (tourism product) by: Creating a Western Downs tourism identity as a tourism region Identifying and collecting existing Western Downs tourism products Packaging Western Downs tourism products Collaboratively and regionally marketing Western Downs tourism including by way of a website, tourism App and coordinated tourism signage and by electronic and print media Establish and implement a tourism research program to inform marketing campaigns and activity. The research plan will be development alongside detailed marketing planning and will include Regional Visitor survey to gain an accurate understanding of customer motivations, origins and activities Build a customer database (including via the VICs) to be utilised for marketing and research purposes Business survey to build understanding of business perspectives on customer behaviour/ motivations This Project will operate for a period of one (1) year during the process of establishment of a Western Downs Local Tourism Organisation*. The 6 WDTIP Tourism District Reference Groups anticipate that this work be performed by a dedicated full-time tourism officer expert in publicity engaged by WDRC for the purpose. It is anticipated that this person will then move into the Western Downs local Tourism Organisation upon establishment after membership of a Western Downs local Tourism Organisation establishment steering committee
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Community Radio Signage – Western Downs To provide road sign signage to promote tourism in the Western Downs by providing the radio frequencies for drivers into the towns. To provide signage on each major road into, Dalby, Tara, Wandoan, Meandarra and Moonie with the radio frequencies of community radio in each area.
100 Tourism Messages Project Creation of 100 x 30 seconds tourism messages promoting the benefits of tourism and special tourist attractions (and destinations) in the Western Downs region. These messages will be played throughout the day on 4ddd Community Radio in Dalby, Tara, Wandoan, Meandarra and Moonie and online at www.radio4ddd.com.au
4ddd Community Radio/ WDRC/ community groups/ local chambers
2016
4ddd Community Radio/ WDRC/ community groups/ local chambers
Western Downs Regional Council
Provision of signage
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2016/17
Enhanced tourism information by community radio
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2016-18
Provision of free public wi-fi in CBDs
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CBD Wi-Fi Project A program to provide free public Wi-Fi in the CBD areas of Chinchilla, Dalby, Jandowae, Miles, Tara & Wandoan.
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Project Proposals The following project proposals were identified by the Miles and District Community and via regionally identified/developed initiatives: Project Description
Lead & Support Timing KPI / Target Project Output Delivery Organisations Project Ideas Identified via Community Consultation (which have not yet been developed as projects or proposals) Developing Mile as a Sports Tourism Hub TBC Support and develop Miles’s RV-Friendly status TBC Miles customer service and product knowledge TBC program Investment in art and culture as a driver of visitor TBC activity Development of the potential of Miles Aerodrome TBC
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7. APPENDIX – MILES PRODUCT AND EXPERIENCE AUDIT
A full experience and product audit is currently being prepared.
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