Dalby & District Local Tourism Action Plan Western Downs Local Tourism Action Plans March 2016
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CONTENTS 1.
INTRODUCTION ............................................................................................................................. 3
2.
VISITOR MARKET REVIEW........................................................................................................... 4
3.
PRODUCT AND EXPERIENCE REVIEW ...................................................................................... 9
4.
SWOT ANALYSIS ......................................................................................................................... 11
5.
POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER ...................... 12
6.
ACTION PLAN .............................................................................................................................. 13
7.
APPENDIX – DALBY PRODUCT AND EXPERIENCE AUDIT .................................................... 23
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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 Dalby and district community within the timeframe of the Western Downs Tourism Investment Project. Project development and identification has been guided and led by the Dalby 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 Dalby 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
Dom. O'night, 45%
2015
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visitors to Western Downs spent 1 approximately 1.4 million nights in 2015 (17% of total visitor nights to SQC), 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
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
1,400,000 1,200,000 1,000,000
Other, 11%
↑16.3%p.a.
800,000 600,000
Holiday, 33%
400,000 200,000 2010 2011 2012 2013 2014 2015
Bus. 32%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015 1
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 by an average of 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 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.
40-44 35-39 30-34 25-29 20-24
Visitor Activities
15-19 0%
10%
20%
30%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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.
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. Popular activities included; bushwalking, fishing, visiting national/state parks, picnics/BBQs and exercise.
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Western Downs Visitor Profile Summary
Figure 7: Main Visitor Activities in Western Downs, June 2015
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%
20%
The majority of domestic overnight visitors travelled alone (32%)
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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 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. Dalby and District Visitor Statistics Due to small sample sizes and statistical areas within the tourism survey data, the Dalby and Jandowae 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.
Visitors to Dalby/Jandowae have decreased on average by about 0.7% p.a. since 2010. Visitors to Dalby/Jandowae spent a total of approximately 491,400 visitor nights in the area. Visitor nights are relatively low compared to visitor numbers due to the Dalby/ Jandowae districts’ significant domestic day visitor markets, which make up approximately 66% of all visitors to the area. However, on average domestic overnight visitors stay for approximately 2.8 nights. According to data collected by the Western Downs Regional Council, over the same time period approximately 16,800 visitors stopped in to Dalby’s Visitor Information Centre (VIC). Over the 3-month period between JulySeptember 2015, approximately 10.5% of Dalby VIC visitors were locals, while another 4.6% were from the Western Downs Regional Council (WDRC) area. An additional 38.9% were from other parts of Queensland, and 3% were international visitors. The main purpose of visit of travellers to Dalby VIC was for a holiday (77%), followed by Business (8%).
In the Year Ending June 2015, approximately 416,400 people visited the Dalby/ Jandowae districts, making up over 57% of all visitors to Western Downs.
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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
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 ↑15.9%p.a .
100,000 50,000
↓6.2%p.a.
2010 Chinchilla
2011
2012 Miles/Wandoan
2013
2014 Tara
2015 Jandowae/Dalby
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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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. Visitor Accommodation Dalby and district benefits from having a range of visitor accommodation, including; motor inn style accommodation, a number of caravan and camping options, B&B properties, and a range of AAA rated properties. The range of accommodation largely meets the need (and overall market demand) of the destination at present. Operator feedback indicates a high degree of seasonality in trading patterns, with Easter to September representing the peak period. Accommodation options and facilities such as the dump point on Black Street ensure that the destination is RV and camping friendly. Additional marketing to support the accommodation sector was identified as a priority, and in the medium term and subject to ongoing visitor demand, the overall accommodation offering would potentially benefit from modest-scale development of additional farmstay accommodation which reflects the rural nature of area. Location and Access The Dalby district’s position in the east of the region provides a number of advantages including; proximity to the South East Queensland (SEQ) visitor market - placing the area within reach of day visitors. The new Toowoomba Range crossing will further improve accessibility. A range of public transport options are available to visitors including the Greyhound service from Toowoomba and Brisbane public transport options are largely in keeping
with current demand and reasonable visitor expectations. Proximity of the rapidly developing Toowoomba Wellcamp Airport also provides potential for the future. Dalby’s location at the crossroads of routes to Toowoomba, Kingaroy, Roma, Mundubbera and Goondiwindi places the area well in regard to capturing touring visitors. 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 Dalby and district over other similar destinations. In addition to the typical assets which a regional service centre provides, Dalby and district’s significant visitor attractions include; Pioneer Park Museum, Lake Broadwater Conservation Park, Bunya Mountains National Park, heritage assets, adventure and recreation options, and arts & cultural facilities including Gallery 107@Dalby. A range of drives including Bunya Mountains, Lake Broadwater, Warra Dam and Dingo Barrier Fence are also promoted to visitors. Heritage assets are a strength of the area providing points of interest for visitors to explore and learn about. Heritage assets include; the Heritage Trail, Pioneer Park Museum, the Cactoblastis Cairn, Bell Railway Heritage Parkland, Cumkillenbah Cemetery, Dalby War Memorial Digger, and the Crossing Monument. The region also provides a wide range of adventure and recreation options for visitors, including; birdwatching, fishing, watersports, horse riding, and flying/ gliding. Close proximity to South East Queensland means that visitor attractions such as Jondaryan Woolshed and Museum and Oakey Flypast Museum can also be easily enjoyed by Dalby’s visitors.
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Tourism assets are in place in the form of unique heritage, local stories, local lifestyle etc however development of new experiences and packaging/ promotion of product has been limited. From an external perspective, despite having a range of experience options and attractions available, the Dalby district’s identity and key visitor experiences are not especially well known. Content on Dalby and district experiences in Southern Queensland Country Tourism’s regional tourism portal is limited, as is TripAdvisor coverage. New experiences based around farm tours, the story of the Artesian Basin, natural heritage, and drive/ touring trails all offer scope for further development. Events Dalby’s highest profile visitor event is Dalby Delicious and DeLIGHTful, with a range of locally orientated sporting events, markets and festivals also taking place. Scope exists to establish Dalby Delicious and DeLIGHTful as a flagship event and further develop the potential of events as drivers of trade via; Sporting events Event programs based around themes i.e. country weekend, culture/arts etc Attracting or developing new events to add to the current events program – music and agriculture etc Leveraging off neighbouring events such as Opera at Jimbour and Chinchilla Melon Festival Improved event marketing Capacity building, resources and professional support for event development and delivery. Visitor Servicing Dalby Visitor Information Centre (VIC) performs an important visitor servicing role, supported by signposting and interpretative information. In this regard, improved visitor
signposting was identified as a priority by the community. 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 have a significant impact. Raising community awareness of the economic benefits generated by tourism also has an important role to play in this regard. While not a weakness, more can be done in these areas to offer the warm country welcome visitors expect. Infrastructure 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. Streetscape, tidiness, a safe environment, lighting, gateways, public art, and building design/ local vernacular all play contributing roles in building a unique look and feel. Gateways and prioritised upgrades in some public spaces were recognised by the community as areas where investment could improve existing infrastructure. Key Visitor Market Sectors The Dalby district’s key visitor markets largely reflect the target markets at a regional level, but closer proximity to South East Queensland and the town’s status as an important service centre also has an impact. Key target visitor markets include; Drive holiday touring visitors (Queensland and interstate) VFR South East Queensland day visitors and short breaks – event driven Business.
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4. SWOT ANALYSIS Strengths
Weaknesses
Strategic location at crossroads of a number of regional routes/ closest part of region to South East Queensland Strategic location as ‘Gateway to the West’ for visitors Regional service hub Pioneer Park Museum and a range of heritage assets A range of good value accommodation options Lake Broadwater Conservation Park Visitor Information Centre Public spaces including Thomas Jack Park Arts and cultural assets Bunya Mountains in close proximity Proximity to Jimbour House Relaxed country setting Established events including Dalby Delicious and DeLIGHTful, and a range of local events, festivals and markets.
Identity not clear from a visitor perspective Limited marketing investment at present Dalby experiences and products not extensively distributed via mainstream tourism channels – TEQ, Southern Queensland County Tourism etc (individual events and products do not use ATDW) Lack of off-the-shelf products and experiences that can be distributed through tourism trade channels Visitor expectation of a better range of experiences – many stories untold – Artesian Basin, farming/agribusiness Tourism partnerships underdeveloped (within Western Downs and with regional partners) Lack of quality data at local level to inform tourism investment decisions.
Opportunities
Threats
Marketing investment to target key visitor segments and build identity, working in collaboration with regional partners where appropriate Leveraging the Dalby/ Jandowae region’s 50%+ share of overall visitation – providing the opportunity to maximise economic benefits by encouraging increased average length of stay by existing visitors Achieving a significant increase in ATDW participation as an enabler for taking advantage of State/Regional tourism networks New trail development, linked to local stories Targeted investment to capitalise on events – enhancing existing events and developing new events/ themed programs where market demand supports them Leveraging locational ‘crossroads’ benefits The Dalby community becoming ambassadors for tourism Developing attractive gateways, entry points to the Dalby and surrounding areas Leveraging development of Toowoomba Wellcamp Airport Improving and maintaining parks, gardens and other public spaces Using WDTIP as a catalyst to establish a sustainable tourism network/partnership Establishing a farm/business tour program Opportunity for a major new visitor experience based around the unique story of the Artesian Basin.
Competition from other destinations who offer similar products and experiences Economic uncertainty In the event of a upturn in the resources sector in the future, a potential risk is renewed complacency regarding the important role of tourism within a balanced economy Failure to work in partnership will mean benefits are not fully capitalised upon Failure of the Dalby/Jandowae region to attract financial support which is proportionate to its share of overall Western Downs visitation (50%+).
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5. POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER Elements to consider in positioning include;
Being the largest town in Western Downs, Dalby plays a key role as a service centre for the region.
Gateway to the west and closest part of the region to the key South East Queensland visitor market – touring visitors, VFR and business are significant market opportunities.
Crossroads location.
The Dalby/Jandowae region attracts in excess of 50% of visitors to the Western Downs region. In order to deliver on this position, it is important that financial support and investment in the sector is proportionate to the region’s market share.
Developing and using the untold stories to build a greater depth of experiences and a distinct identity.
Tourism Vision for Dalby and District Growing the Dalby district as a vibrant visitor destination where authentic experiences and a thriving events program contribute fully to the District becoming 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 Dalby and district.
Delivery Roles and Responsibilities To be confirmed to discussion with Dalby and district community and Western Downs Regional Council.
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6. ACTION PLAN APLNG-Eligible Projects Table 1 contains a listing of the projects which were identified by the Dalby and District Community and via regionally identified/developed initiatives. The projects have been ranked in priority order by the Dalby and District Project Reference Group. Table 1: Dalby and District Prioritised Projects
Project Description Dalby and District Tourism Marketing Campaign The development of an all-encompassing modern state-of-the-art Tourism App and complimentary website – “Experience the West at your Doorstep”. This project will promote Dalby and District as the “Entry to the Outback”, giving tourists the option to discover “way out west” without travelling for hours. Dalby and District Local Tourism Action Plan Reference Group through our networks with community has identified that we have plenty to offer our tourists; the issue is that our attractions, stories, tours and events have never been amalgamated into one easily accessible place. The project will include the following stages; 1. Research and recording of current tourism marketing material, attractions, tours, events, organisations and stories 2. Gap analysis 3. Development and recording of additional complimentary tourism marketing material, attractions, tours, events, organisations and stories 4. Development of the app and website as a one-stop tourism destination for the region – this is to include
Lead & Support Delivery Organisations Dalby and District Local Tourism Action Plan Reference Group as a sub-committee of Dalby Chamber of Commerce and Industry Inc Ass. WDRC, APLNG, VICs, WD Chambers of Commerce, Dalby & District community, organisations and businesses, Bell Tourism Development Team
Timing May 2016 Dec 2017
KPI / Target Project Output Improve district tourism expenditure by 5% p.a. over the next 5 years Increase overall industry (ABS) by 5% p.a. over the next 5 years Development of skills resulting in direct and lasting benefits to the wider community Support for delivery of APLNG Community Investment Strategy Objectives Support for identified Southern Queensland Country DTP themes
Local Reference Group Priority Project Ranking
1
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but not limited to – Links to supporters and sponsors – APLNG and WDRC Links to existing tourism websites, accommodation, organisations and attractions Check-in functionality to assist with future marketing of the region and quantify tourism spend Contact details of community groups, tourism providers, accommodation places and local Links to social media – Facebook, twitter, Pinterest, Instagram, YouTube for cross promotion Reviews allowing for promotion of tourism related success stories Virtual tour guide talking tourists through local stories, personalities and attractions Drop down menu to attract niche markets (for example - collectors, bird watchers, fishing hole enthusiasts) as well as traditional tourism markets (for example – heritage, art, culture) whilst including Dalby and District’s unique offerings (for example – saleyards, Bunya Mountains, feedlot tours, energy sector experiences) 5. Local Ambassador program to ensure all Dalby and District residents are aware of the app and able to promote the region 6. Development of supporting marketing material for distribution outside the region 7. Marketing campaign Dalby and District Tour Schedule and Event Calendar Project The Dalby and District Local Tourism Action Plan Reference Group propose contracting a consultant to put together a week, month and yearly calendar of
Dalby and District Local Tourism Action Plan Reference Group as a sub-committee of the Dalby Chamber of Commerce and Industry
May 2016 Nov 2017
To promote Dalby and District’s point of difference as being the ability to experience the best of the west without having to
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events and tours. The weekly and monthly program to include industry and agricultural tours, possible tours could include (but not limited to) Dalby Saleyards, Dingo (iconic bobcat manufacturer), foundry tour, engineering tour, ethanol plant, gas fields, cotton ginnery, grain silos, museum/Pioneer Park, farm tour, art tour and historical tour. The consultant would work with industry and organisations to put together a program encouraging tourists to stay an extra day or an extra week.
Inc Ass
travel for days. The aim is to increase overnight numbers by 5% each year for the next 5 years by giving people a reason to stay another night, another week or to certainly want to return.
Western Downs Chambers of Commerce/ WDTIP Reference Groups, WDRC/ APLNG
Delivery of one year marketing program – 10 % growth in visitor numbers
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 post-settlement 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 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
2016
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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
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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. Dalby and District ‘Dinkum Dalby’ Event The Dalby and District Local Tourism Action Plan Reference Group propose establishing a new yearly event for the district.
Dalby and District Local Tourism Action Plan Reference Group as a sub-committee of Dalby Chamber of Commerce and Industry Inc Ass.
May 2016 May 2017
The ‘Dinkum Dalby’ fun day will embrace the essence of Dalby and District’s culture. It would consist of an exhibit at Pioneer Park, a major hay bale carving competition, an annual bush dance, an interactive farm experience such as horse/pony rides, milking a cow, boiling a billy, cracking a whip, riding a mechanical bull and/or tractor, catching a piglet, chasing a chook to be held at the Showgrounds or Saleyards. Bell Gateways and Signage The project seeks to develop Bell gateways, signage and interpretation within the Western Downs Region and connections to Toowoomba and South Burnett
Bell Tourism Development Team Bell Bunya Community Centre Association Inc, Bell VIC, Bell Progress
TBC
Promote Dalby & District’s heritage, culture, country lifestyle, and agricultural roots by allowing visitors to experience country life Increase overnight visitors by 5% p.a. over the next 5 years by offering an annual event and utilising the additional visitor numbers to cross promote other tourism attractions and events in the region Seek recognition and tourism identity Creation of eye catching visuals to stimulate visitation
4=
4=
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Regions, by creating welcoming gateway signage for the town of Bell entrances, to: Identify Bell and district as a tourism destination Inform visitors what and where facilities are available Encourage visitors to stop and explore Promote the Western Downs, Toowoomba and South Burnet Regions through Bell’s unique central position Initially conducting a local audit of existing signage to better format a strategy on how best to proceed.
& Heritage Assoc Inc, WDRC, WDTIP
and visitor interest
Greater Western Downs Local Tourism Organisation (LTO) - proposal to establish a sustainable tourism network/ partnership The establishment of a regional Western Downs tourism development business unit either as: A Local Tourism Organisation (LTO) operating per SQCT guidelines; An independent self-sustaining not for profit entity; or A business unit of WDRC. Its purpose being: To create a Western Downs tourism identity as a tourism region for each community to create a Town Brand as part of Greater Western Downs To identify and/or collect Western Downs tourism attractions, opportunities, events, arts and culture, natural history, indigenous and post-settlement history, local produce and cuisine, industry including multifaceted agribusiness and energy extraction and production, heroes, stories and pathways (tourism product) To develop a detailed Business Plan for operation of the business unit Employment of qualified tourism staff, for example,
WDRC, APLNG, WD Chambers of Commerce, WDTIP Reference Groups
2016
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 Western Downs tourism events and attractions
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a full-time tourism marketing and publicity, an admin assistant, a researcher to collect our tourism product Engage/contract photography and videography production, graphic design and IT website and App design specialisation To package Western Downs tourism products To collaboratively market Western Downs tourism including by way of a website, tourism App and coordinated tourism signage To asses and determine, coordinate development, seek funding and assist to deliver completion of identified Western Downs tourism projects To create and place coordinated tourism signage (which may have been created per the regional Marketing Project Plan).
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
2016/17
4ddd Community Radio/ WDRC/ community groups/ local chambers
2016
Enhanced tourism information by community radio
7=
Provision of signage
7=
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.
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Dalby and District Bore Bath Viability and Business Plan The Dalby and District Local Tourism Action Plan Reference Group propose conducting initial investigations into the feasibility of a potential new visitor attraction – a fully developed water bore enabling the story of the artesian basin to be told. The project would include drilling of current bore sites, looking into potentially a new bore site and a fully written business plan.
Dalby and District Local Tourism Action Plan Reference Group as a sub-committee of Dalby Chamber of Commerce and Industry Inc Ass.
May 2016 Sept 2016
Preparation of report to determine project feasibility/potential
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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. .
Western Downs Regional Council
2016-18
Provision of free public wi-fi in CBDs
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Project Proposals The following project proposals were identified by the Dalby and District Community and via regionally identified/developed initiatives: 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) Dalby Gateway Enhancement TBC Dalby Tourism Signposting Enhancement TBC Enhancement of Dalby’s Public Spaces TBC Dalby Tourism Ambassadors’ Program TBC Delivering the Potential of Toowoomba Wellcamp TBC Airport Project Description
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Table 2 shows a summary of proposed projects and their alignment against Southern Queensland Country Destination Tourism Plan themes. Table 2: Alignment of Project Proposals with Southern Queensland Country DTP Themes
Preserve the Region’s Nature and Culture APLNG-Eligible Projects Dalby and District Tourism Marketing Campaign Dalby and District Tour Schedule and Event Calendar Project Dalby and District ‘Dinkum Dalby’ Event
Southern Queensland Country DTP Themes Target a Deliver Quality Building Offer Iconic Balanced Service and Strong Experiences Portfolio of Innovation Partnerships Markets
Bell Gateways and Signage Dalby and District Bore Bath Viability and Business Plan Regional APLNG-Eligible Projects Impacting on Dalby and District Greater Western Downs Tourism Marketing Project Greater Western Downs Local Tourism Organisation (LTO) - proposal to establish a sustainable tourism network/ partnership 100 Tourism Messages Project Community Radio Signage – Western Downs CBD Wi-Fi Project
Growing Investment and Access
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Project Ideas Identified via Community Consultation Dalby Gateway Enhancement
Dalby Tourism Signposting Enhancement Enhancement of Dalby’s Public Spaces Dalby Tourism Ambassadors’ Program Delivering the Potential of Toowoomba Wellcamp Airport
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7. APPENDIX – DALBY PRODUCT AND EXPERIENCE AUDIT
Product/Experience Nature-Based Lake Broadwater Conservation Park Bunya Mountains National Park Myall Creek Heritage & Historic Sites Cactoblastis Cairn The Crossing Monument Dalby War Memorial Digger Dalby War Memorial Gates World War II Soldiers' Signatures Kaimkillenbun War Memorial Digger Cumkillenbah Cemetery Bell Railway Heritage Parkland Bullock Wagon Bell War Memorial Tours & Trails Dalby Heritage Trail Myall Creek Parklands Walkway, Dalby Our Western Downs in 3 Days Adventure Off the Highway Arts & Culture Gallery 107@Dalby Bluebelles Art Gallery Dalby Pioneer Park Museum Events Dalby Delicious and DeLIGHTful Australia Day Country Markets (Bell, Bunya Mountains, & Dalby) Bell Races Local Business Race Day (Dalby) Dalby Newmarket Race Day Dalby Race Day (April, May, June Dalby Picnic Races Bell Camel Races Dalby Plough Inn Cup Dalby Saints Race Day Dalby Derby Day Races Dalby Cutting Competition Bell Show Rodeo and Campdraft Bell Gymkhana Dalby Sheep Dog Trials Dalby and District Campdraft Dalby Gymkhana Bell Campdraft Dalby Churches Community Rodeo NRCA National Rodeo Finals (Dalby) Dalby Australian Stock Horse Sale and Campdraft Bell Show, Rodeo and Campdraft Dalby and District Show Accommodation
Covered on Southern Queensland Country Tourism Consumer Website
Featured on TripAdvisor
Australian Hotel Motel Country Pathfinder Motor Inn Dalby Fairway Motor Inn Dalby Homestead Motel Dalby Hotel Motel (Hoey Moey) Dalby Manor Motor Inn Dalby Mid Town Motor Inn Dalby Parkview Motel Drovers Motor Inn Gallery Motor Inn (The) Kobbers Motor Inn Mary's Commercial Hotel Motel Myall Windsor Hotel Motel Bellview Hotel The Bun Pub Bunya Vista Boutique Townhouses Dalby Homestyle Accommodation Hayden House Dalby Tourist Park Pioneer Village Caravan Park Bells 'N' Whistles Accommodation Park Glasby's Caravan Park Lake Broadwater Camping Area Wilga Bush Camping Area Burtons Well Camping Area Westcott Camping Area Altitude Bidwilli Brindavan Bunya Mountain Lodge Cutters Rest Ecos Ecos Studio Renyar Sky Waldeslust Whitewood Cottage