WORKFORCE ATTRACTION AND HOUSING CAMPAIGN

Townsville North Queensland currently has a record low and declining unemployment rate of 2.3%. With more than $60 billion worth of projects in the regions pipeline until 2032, workforce attraction, housing and investment will be critical to securing the future of the region and supporting population growth.

As identified in the North Queensland Workforce Strategy, there is a demand for 40,000 additional jobs in the region within the next decade, a target which has been widely supported. The jobs growth in Townsville North Queensland will happen in these key areas: Health, energy, water, agriculture and mining.

The State Government’s recent $5 billion announcement to acquire and build CopperString 2032 means Townsville North Queensland will be on the forefront and global leaders in the green energy transition. To ensure we are training the skills for tomorrow and building the population base that can support the realisation of the region’s green energy transition, migration (national and international) will be required.

Despite the immense opportunities within the region, Townsville’s net migration holds only 2% share of the national market. Population growth has been stable over the past few decades, and Townsville’s position as the centre of Australia’s energy transition, critical minerals processing and affordable lifestyle needs to be brought to the forefront.

Australia’s leading demographer Bernard Salt’s recent research into Townsville’s workforce opportunities identified that the greatest opportunity for regional migration sits within two key market segments:

1. Under 30’s and millennials seeking meaningful career opportunities, who are able and ready to move to more affordable locations.

2. Lifestyle Seekers aged 50+ who are empty nesters chasing a regional relocation, wanting to sell property in metropolitan markets to purchase in more affordable locations and fast track retirement.

Through Townsville Enterprise’s membership survey, it was identified that the greatest challenges for the region are accessibility, migration and population growth, awareness, and housing. That’s why we have put together a three phased action plan to combat these challenges and unlock the region’s full economic potential. An action plan which will be delivered by Townsville Enterprise through State Government support and backed by local industry partners.

Phase 1

MELBOURNE, CANBERRA, AND SYDNEY AWARENESS RAISING PROMOTION

$2.5 million domestic awareness raising promotion using sophisticated psychographic insights incorporating the values, beliefs and attitudes of Australians, which are the best predictors of consumer behaviour. Using this targeting we can reach our potential migrants with the most effective messages and media strategy that resonates. This phase will include delivering a digital promotion into metropolitan markets of Sydney, Canberra and Melbourne to drive awareness of Townsville North Queensland’s liveability and the opportunities for workers to be part of meaningful careers that support Australia’s green energy transition and critical minerals processing.

Housing Fund (Refer to Page 29)

Existing Housing Market: the existing housing market to leveraging the region predicted growth trajectory. Targeted in Sydney, Canberra and Melbourne to support increased rental offerings.

Government relocation incentives for critical staff to fast-track migration

Phase 2

Accessibility Incentive Strategy

National and international accessibility business case for Townsville North Queensland to build capacity, affordability, and availability of aviation.

Phase 3

International Migration Strategy

Development of a promotional campaign that extends from Phase 1 and drives key international migrant markets and builds awareness of the Designated Area Migration Agreement.

What We Need

Funding support for Phase 1 with a forward commitment as we plan towards Phase 2 and 3 of the Workforce Attraction and Housing campaign.