Investing in our future:Building Queensland’s Tourism Industry

May 2014

Revitalising the tourism industry• Tourism - part of a four pillar economy

• Tourism Cabinet Committee driving a whole-of-government approach

• Machinery of Government changes support:– Department of Tourism, Major Events, Small Business and the

Commonwealth Games (DTESB)– Tourism and Events Queensland (TEQ)– Service Level Agreement with the Department of State

Development, Infrastructure and Planning (DSDIP)

• Re-invigorate whole-of-government support:– DestinationQ partnership– Destination Success (20 Year Plan)

Ambitious Target: $30 billion overnight visitor expenditure (2020)

DestinationQ (Sunshine Coast 2014)

• A partnership between the Queensland Government and tourism industry– Coordination and leadership– A long term approach– Shared targets– Accountability for actions

• 2012 - Landmark Partnership Agreement, immediate actions

• 2013 - Report on first 12 months of partnership and identify strategic directions for 20 Year Plan

• 2014 – Product Innovation– Growing our destinations

Destination Success: the 20-year Plan for Queensland Tourism

• Informed by CSIRO research identifying global megatrends

• Industry workshops collected ideas for vision

• Developed further at 2013 DestinationQ Forum

Grow investment and access

Offer iconic experiences

Target a balanced portfolio of markets

Deliver quality, great service and innovation

Preserve our nature and culture

Build Strong Partnerships

6 themes2014-15 Action Plan

129 initiatives

Build Strong Partner-ships

Partnerships with Destinations • RTO’s and TEQ partnership

agreements• Destination Tourism Plan

Collaboration among RTOs/local governments• E.g. Dig the Tropic Geo

Tourism Trail

QLD forum of Mayors • December 2014• Growing tourism through

effective planning, support and investment attraction

Building Strong Partnerships

Destination Tourism Plans• Provide direction for sustainable development in

each region

• Destination Tourism Plans released after regionalconsultation sessions

• Destination priorities may include:• major private sector investment• major public works project• growth in business and sporting events• develop heritage, culture and the arts

Build Strong Partner-ships

Drive Tourism Strategy 2013-2015• Critical for visitor dispersal + regional economic

development

• 29 initiatives being delivered in partnership with state/local government and industry

Grow investment

and access

• Camping Options Toolkit – launched• Overseen by Camping Options

Reference Group • Central Highlands audit• Emerald workshop Oct 2013• Supporting councils with implementation

• Accommodation in Resource Communities report

Drive Tourism Strategy 2013-2015• Signage Red Tape cut:

• New user friendly online application process• Streamlined application, incorporating RTO assessment of tourism merit

• Pilot tourism signage project completed (Great Green Way 2013)

Grow investment

and access

• Refreshed tourism signage being rolled out across states strategic touring routes – Australia’s Country Way (Stanthorpe to Rockhampton section) underway

Next priorities• Release of the Best Practice Guide for Roadside Rest Areas – July 2014• Review of tourism signage guidelines for white on blue service signs

Investment and access commitments • Memorandum of Understanding - DTESB,

Department of Transport and Main Roads (DTMR) and Queensland Tourism Industry Council on transport priorities

• Drive Tourism & Transport Infrastructure Study – Establish an evidence base – Identify drive tourism infrastructure needs– Focus analysis on key drive route requirements– Influence DTMR forward infrastructure timetable

Grow investment

and access

Planning Reforms• State Planning Policy – Now recognises tourism

as a state interest • Next generation Tourism Planning

• Framework to consider tourism projects from small scale farm stays to international resort complexes

• Planning schemes and economic development need to be interconnected

• Councils’ planning scheme must facilitate development proposals, or growth will stall

• Action: Encourage greater collaboration between the planners and the economic/tourism officers

Grow investment

and access

Tourism Investment Attraction• Co-ordinating information on:

– tourism investment opportunities – business costs– skills availability

• Hosting inbound and outbound investment missions

• Making introductions to local companies, service providers, other government agencies and Councils

• Working with DSDIP Rockhampton (project leads: regional opportunities)

Grow investment

and access

Ecotourism• Delivering world-class experiences

• Encouraging best practice + innovation

• Raising profile of ecotourism experiences

• Fostering thriving operators

• Embracing partnership approach between tourism industry, government, community and Traditional Owners

Investing in the future

• Statewide EOI (closed 27/09/2014)

• 47 applications: 32 shortlisted to take proposals further

Preserve our nature and culture

Ecotourism

Outback national park tourism opportunities

Moorrinya National Park Opportunity:Former Shirley homestead - could be used to meet visitor needs

Moorrinya National Park Opportunity:Shearer’s quarters - could be adapted for visitor use, or used to support camping

Any enquiries on the EOI can be sent to: ecofacilities@nprsr.qld.gov.au

Preserve our nature and culture

Balanced portfolio of markets• Example: Capricorn Enterprise + TEQ promote

Central Highlands and Sapphire Gemfields as part of Central Queensland offering

• Key issues:•Partnerships ● Collaboration ● Leveraging•Underpinned by embedding experiences in destination marketing

•Utilising Southern Great Barrier Reef (SGBR) banner – SGBR resonates with consumers; proving more effective than previous

branding/positioning– Central Highlands can leverage SGBR activity and brand to create strong

tourism offer e.g. Sandstone Wilderness•Example: www.digthetropic.com.au– Themed geo-tourism trail, linking SGBR with Outback– GBR Capricorn Caves Sapphire Gemfields Lark Quarry

Target a balanced portfolio of markets

Digital Support for Tourism SME’s

• Business & Industry Portal (BIP) www.business.qld.gov.au• Broad range of content to help businesses• 1 stop shop for business services e.g. webinars/webisodes• Advice on starting, running, growing a business• 1.13 million unique visitors 2012/13• Over 1.8M YTD – on target for 2M+

• For tourism:• Online signage applications• Tourism Pathways – 49 programs

• “Weatherproof your business”

Deliver quality, great service and innovation

Conclusion – Ingredients for Success

• Strong government support and leadership

• Consultation and genuine engagement

• Effective long term strategies

• Responsive supply and demand programs in collaboration with industry