OQTA Annual Report 2022-2023

Annual Report 2022/23 W E D N E S D AY 1 5 N O V E M B E R 2 0 2 3 THE OUTBACK QUEEN SL AND TOURI SM A S SOCIATION INC .

Contents 0 1 U P D AT E S A N D I N S I G H T S Our Chairperson: Andrew Martin .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01 Our CEO: Denise Brown .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 02 Our Treasurer: Elaine Jacobie .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Our Marketing Team .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 Industry Development & Advocacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 17

OUR REGIONS Central West: Robyn Stephens OAM .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 South West: Meryl Eddie .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 North West: Gary Murray .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Far West: Sally O’Neil . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

2 4 O U R F I N A N C I A L S & OUR AUDITOR’S OPINION 37 APPENDICES Appendix 1: Analysis by our Treasurer .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Appendix 2: Minutes of the 2022 Annual General Meeting.. . 39 Appendix 3: OQTA Board of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Appendix 4: Destination Management Plan . . . . . . . . . . . . . . . . . . . . . . . 44

Cover image courtesy of Helen Kidd

Outback Queensland Tourism Association Annual Report 2022/23

Update and Insights Our Chairperson: A N D R E W M A R T I N It gives me great pleasure to present OQTA’s Annual Report for 2022/23.

This year saw our first full year without border restrictions since 2019, bringing with it a return to global travel and intense competition from both domestic and international destinations and the cruise sector.

Outback operators reported a slower start to the season, however our numbers have held strong thanks to an extensive events calendar, new and revamped attractions and experiences and attendant changes in the demographic visiting our region, including families.

Research shows the post-pandemic traveller is looking for experiences that enrich, awaken and transform them and it’s so pleasing to see new sectors, and new generations, discover our region’s natural, cultural and pioneering riches and re-connect with the bush and family history.

Our operators continue to adapt to shifting market conditions, particularly changes to the distribution system and supply chain, and the OQTA team has worked hard this year to elevate our messaging and build trade preparedness and capacity across the network.

Collaboration remains vital to presenting a unified voice for our region and we’ve enjoyed productive relationships

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Outback Queensland Tourism Association Annual Report 2022/23

with our Regional Organisations of Councils (ROCs) and neighbouring local government associations to leverage existing plans, strategies and funding opportunities and advocate priorities.

With the upcoming state and local government elections, we’ll continue to seek out opportunities to put Outback Queensland on the agenda, particularly regarding funding, workforce skilling, digital connectivity and product development.

I want to acknowledge our OQTA staff, who continue to support our industry with enthusiasm and dedication. I also thank my fellow Board members for their vision, guidance and commitment to growing tourism in our region.

To our membership and partner Councils, thank you for your steadfast support and tireless efforts throughout the year. Your resilience and innovation has ensured we are well placed to respond to potential headwinds and grow our industry into the future.

My very best wishes for the ensuing year and we look forward with confidence to great times ahead for Outback Queensland tourism.

Andrew Martin Chairperson Outback Queensland Tourism Association

Update and Insights Our CEO: D E N I S E B R O W N The post pandemic era has shaped a new demand for travel as travellers take stock of life’s priorities and look to connect with nature, explore new destinations, focus on wellness and well-being, and enjoy themselves with friends and loved ones.

How Outback Queensland can take advantage of this demand and build upon our region’s great gains in the domestic market in recent years has been a key focus for OQTA in 2023.

New experiences, exciting events, revamped accommodation and unique attractions launched throughout the year, complementing our traditional offering and strengthening our destination’s appeal in the face of increased competition from domestic and international destinations.

We worked to capitalise on these opportunities with a solid platform of activities aimed at showcasing our region, developing our industry and experiences, and encouraging visitors to stay longer, spend more and return again and again.

Our tactical, social, co-op and alwayson marketing efforts kicked off with an Extend the Season campaign in late 2022, followed by the launch of the 2023 season and new Traveller’s Guide in March at our largest ever Conference and Muster event. We were also thrilled to re-introduce the Outback Queensland Tourism Excellence Awards to recognise and celebrate the outstanding achievements of OQTA members.

We unveiled a new OQTA website and launched a consumer Outback holiday prize competition to grow our consumer database, alongside our always-on social media marketing.

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Outback Queensland Tourism Association Annual Report 2022/23

These efforts, along with drive campaigns and caravan and consumer camping show sign-ups, have seen unparalleled growth in engagement and reach on OQTA’s social media platforms. More than 61,744 users have now signed up to receive regular newsletters, with our Instagram and Facebook followers now numbering more than 54,000 and 110,000 respectively.

We continue to target key travel writers, influencers and outlets to develop story angles and content across online, print, radio, EDM and socials. This year Outback Queensland appeared in 272 positive media features, reaching more than 64 million people and resulting in over $1.2 million in publicity value.

The Outback events calendar remains a major drawcard for travellers and we were excited to welcome a number of new events to the region this year, including Hughenden’s Festival of Outback Skies and the Outback River Lights Festival in Cunnamulla.

Leveraging and supporting events and building our calendar, particularly in the shoulder season, is key to our efforts to encourage regional dispersal and length of stay.

We also collaborated with industry on a range of projects to entice new market segments and itineraries, including themed drive loops and tours. This focus on fresh product, experiences, and new ways of working is set to continue next year, with a new Wellness Bathing Trail, Agritourism Accelerator Project and Outback Queensland Pub Guide and Tourism Training Program.

Update and Insights Our partnership with Opera Queensland continues to go from strength to strength and we have been able to secure destination and performance photography from all Festival of Outback Opera events for use in future promotions, along with the opportunity to support freelance and visiting media to attend.

Industry and experience development and trade readiness has been a major focus for OQTA this year as we navigate post-pandemic changes to the distribution system and supply chain.

We delivered in-region Digital Workshops and, with support from Tourism and Events Queensland, rolled out the Best of Outback Experiences Program and the Transformational Experiences Mentoring Program. We finalised a new OQTA membership structure, produced a new Working with Us document to help members make the most of their membership benefits and launched an OQ Assist website and brochure.

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OQTA attended ATEC Market Place in

Results from the National Visitor Survey

November to raise awareness of our

for the year ending June 2023 show

region with Inbound Tour Operators and

Outback Queensland is in good shape.

travel managers, and in April, a record 12 Outback Queensland trade ready

Annual visitor expenditure in Outback

tourism products accompanied OQTA

Queensland reached a record $891.8

at the Australian Tourism Exchange

million for the year ending June 2023,

(ATE) following the success of our

which was up 19.5 per cent on average

one-on-one tailored Pathway to ATE

over the past three years. Total visitation

Mentoring Program.

to the Outback also increased 6.4 per

We continue to lobby for Outback Queensland tourism investment and opportunities for our region through advocacy with industry stakeholders and all levels of government. More details of our representations and delegations can be found on page 15.

over the three-year average to 1.1 million, while average spend per visitor also grew by 11 per cent over the same period to $808.

Interstate visitation has also seen a welcome resurgence, up 12 per cent over the three-year trend to 228,000 while

Our fully networked approach to

intrastate visitation grew 5.5 per cent

marketing, advocacy and product

to 875,000 for the year. We were also

development will be vital as we respond

encouraged to see an uptick in business

to key targets set out in the Queensland

visitation (down 0.6 per cent over the

Government’s tourism industry strategy,

three-year trend), following record growth

Towards Tourism 2032, including an OVE

in the sector throughout Queensland for

target for the state of $44 billion a year.

the year.

Outback Queensland Tourism Association Annual Report 2022/23

This is a strong result for our region following several unpredictable years and a true testament to the tenacity of our industry.

To our 19 partner Councils and valued OQTA members, thank you for working alongside us to deliver a vibrant tourism sector across the entire Outback region.

Our partnership with TEQ is fundamental to OQTA’s efforts and success and we acknowledge and thank the TEQ Board, CEO Patricia O’Callaghan and the management team for their continued support.

Our partnerships with Tourism Australia, Australian Tourism Export Council (ATEC) and Queensland Tourism Industry Council (QTIC) are also greatly appreciated.

Our aviation and transport partners, Rex Airlines Australia and Queensland Rail, provide invaluable partnership support to OQTA and we thank them for their continued efforts to grow tourism in our region.

To the OQTA Board, thank you for your vision, strategic input and support, which has enabled Outback Queensland tourism to stand strong.

I acknowledge the tireless effort and enthusiasm of our small team including Kelly Hensley, Sam Ireland, Melanie Grevis-James, Susan Maynard, and our dedicated group of contractors, who strive to deliver the best outcomes for our region.

We look forward to the next 12 months with optimism and confidence, a clear strategic approach and a determination to build Outback Queensland as a world-class destination of choice.

Denise Brown (DD) CEO Outback Queensland Tourism Association

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Outback Queensland Tourism Association Annual Report 2022/23

Update and Insights Our Treasurer: E L A I N E J A C O B I E This year we managed to increase our investment to our members by way of marketing with $63,000 from last year, despite our income being $109,000 less than in 2022. This was made possible through excellent planning by our operational and management teams over the last few years and ensuring we have the necessary funds set aside for this year. This can be seen in the deficit we have this year from spending money in 2023 that we received as income in previous years.

CEO Denise Brown and our Admin Manager Kelly Hensley have done an amazing job at being proactive in all their dealings, decision making and campaigning to get as much benefit as possible for all our members.

We were able to secure some contestable grant funding for the Best of Outback Queensland Program, Trade Reactivation and the Wellness and Bathing Trail.

We again generated a small independent income stream from our investment in Localis of $6,000 in commission income, based on our extensive networks. A detailed critique of the Association’s financial performance can be found at Appendix 1.

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Outback Queensland Tourism Association Annual Report 2022/23

Looking forward to 2024, we have managed to secure more contestable grants – Round 2 of the Trade and Wellness grants and additional grants for Agritourism and Outback Queensland Pubs Guide. We must supply matching funding for both grants which we have managed to secure as well. With all this in mind, we will have a very tight year to reach our goals, but we are aiming to maximise our investment back to our members, planning and strategising months in advance to help our members get the best value for money and help everyone grow stronger.

A big shout out to Denise and Kelly, who are doing a fantastic job operationally, with a very tight budget.

Thank you also to our Board for their proactive thinking and for continuing to serve our members first and foremost in all decision making.

Elaine Jacobie Treasurer Outback Queensland Tourism Association

Our Marketing Team OQTA has had a very busy year of

Our key marketing focus for Outback

marketing activities, all designed to

Queensland is to keep the destination

continue encouraging visitors to the

top of mind for our target markets, in

Outback. It hasn’t however been without

particular encouraging the high value

challenges, as destinations are all

drive market segment of families with

competing to maintain market share –

school-age children and professional

especially for the domestic market – with

couples to visit for a true Aussie

limited budgets, increased marketing

adventure holiday. This has included a

costs, and greater competition.

strong PR approach which resulted in 272 positive media features with an audience

As a result of the challenges, marketing

reach of 64 million and an ASR value of

activities have been strategically selected

more than $1.2 million.

to get as much ‘bang for our buck’ as possible – focusing on our core target

The following highlights key marketing

markets, with activities that achieve the

activities that occurred during the

greatest reach.

2022/23 year.

The 2022/23 season started with our

2 0 2 3 T R AV E L L E R ’ S G U I D E

annual Outback Muster event in Brisbane

Developed for domestic consumer

on 7-8 March 2023, and the launch of

distribution, the ever-popular Traveller’s

our new Traveller’s Guide and the 2023

Guide received a revamp again this year

season campaign: Big Skies, Bigger

to entice more visitors to our region – with

Adventures! Lisa Alexander’s award-

a focus on all the surprising and new

winning image, featuring the Channel

ways you can experience the Outback.

Country in bloom, on the cover of this

And it achieved a very impressive record

year’s Traveller’s Guide reflected our ‘big

in advertising sales, with 80 advertisers

sky’ messaging.

this year.

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Outback Queensland Tourism Association Annual Report 2022/23

Cover of 2023 Traveller’s Guide

Enhancements this year included a new style and imagery, ‘160 Ways to Experience Outback Queensland’ with themed lists and new experiences. It also features 20 detailed drive itineraries with QR codes to ensure easy access to digital information on our website, along with detailed editorial on the five sub-region destinations, hero experiences, events, Indigenous tourism experiences, National Parks, and family-friendly experiences.

The Traveller’s Guide is OQTA’s hero consumer publication and has been downloaded from the website 7,030 times over the year – and viewed over 39,164 times. In addition, 60,000 hard copies are distributed at all consumer and trade events attended by OQTA, Visitor Information Centres, via other member and trade partners, including regional Councils, and posted out to individual consumer requests which are received via the website or email.

Update and Insights 2 0 2 3 P R E - S E A S O N C A M PA I G N OQTA’s major pre-season campaign, Big Skies, Bigger Adventures, commenced with the launch at the Outback Muster on 7-8 March 2023 and continued till the end of May 2023. The new season campaign included a consumer Outback holiday prize competition sponsored

by Queensland Helicopters, valued at $5000, social media advertising, and RACQ advertising, with five targeted EDMs and a half-page print ad in The Road Ahead.

The main call-to-action for the campaign was to enter the OQTA holiday competition, with imagery and content targeted at the drive market and highvalue traveller market – with the Big Skies, Bigger Adventures messaging. The holiday competition gained 19,565 entries, creating a great boost in the number of subscribers to our consumer database.

The four RACQ EDMs resulted in a total

of 244,280 sends with an average 41.8 per cent open rate, 4.35 per cent click through rate (CTR) and 2,265 sponsored post clicks, while The Road Ahead magazine achieved a reach of 669,967.

The digital Road Ahead banner ad was also successful, reaching an audience of 662,548.

include a more user-friendly and fresh

N EW OUTBAC K QUEEN S LAND WEB S ITE

planned for 2023/24.

One of our major marketing achievements for the year was the development and launch of the new Outback Queensland website. The key driver for a new website was to enhance our digital footprint and increase user-friendly features on the website – including improved product listings which are obtained via the ATDW (Australian Tourism Data Warehouse). The new website was launched on 26 April 2023, just prior to the Australian Tourism Exchange (ATE). Other improvements

OQTA’s website is our core marketing

O U R W E B S I T E P E R F O R M A N C E F I G U R E S F O R 2 0 2 2 -2 3 TOTAL PAGE VIEWS

1,884,917

TOTAL SESSIONS

307,337

TOTAL OPERATOR LEADS

77,329 (+62% increase on last year)

layout, improved functionality to find products and experiences, more ‘featured’ spots, a Trade and Media Resources page, and more advertising/ marketing features for OQTA members and partners to take advantage of. More website enhancements (Stage 2) are

asset, and an important component of meeting our marketing KPIs each year. We continually add new blogs and content, and offer marketing options for OQTA members, including the Outback ‘Deals’ section and website banner advertising options. The Outback Queensland Holiday Competition was a key website marketing activity during the year, pulling people to view our website, and growing our consumer database.

MOST VIEWED CONTENT Maps 10 Things to do in Longreach Australian Dinosaur Trail Drives 10 Things to do in Roma

While page view figures are slightly down on last year’s figures, this is to be expected due to more focus on paid social media activity and increased competition again in our audience markets. However, the big increase in operator leads is great news – meaning we are driving more leads to our members and partners. We anticipate this figure will increase more with the increased visibility and marketing options available for members and product listings on our new website.

Events Win-a-holiday 10 Things to do in Charleville 10 Things to do in Mount Isa MOST ENGAGING CONTENT 11 Bakeries Worth Stopping For

85.7% are new visitors to the site 14.3% are repeat visitors to the site

30 Reasons to Love Tambo Teddies

DEVICE USAGE

55.5% on mobile; 39.5% on desktop; and 5% on tablets

Outback Luxury 5 Luxurious Places 10 Things to do in Quilpie

TOP KEYWORDS

Longreach, Charleville, Cunnamulla, Quilpie, Julia Creek, Barcaldine, Cloncurry, Roma, Birdsville, 10 Things to do in Longreach, Dinosaur Trail

VISITORS

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Outback Queensland Tourism Association Annual Report 2022/23

10 Things to do in Longreach 9 Ways To See A Dinosaur Aussie Pub Bucket List – Outback Queensland’s best watering holes

Update and Insights O Q TA C O - O P MARKETING ACTIVITIES OQTA launched a Co-op Marketing Opportunities campaign for members and partners in late 2022, with ‘Extend the Season’ activities available from September to November 2022, and ‘Launch the Season’ activities available from February to May 2023. Co-op marketing activities offered included OQTA Digital Marketing Packages (social media, blogs, EDMs, Deals Spot); social media advertising; RACQ marketing activities (print and digital); competition sponsorship and Getaway TV segments.

OQTA partnered with eight Outback Queensland members and partners for these co-op activities – including Outback Festival, Cloncurry Shire Council, Queensland Helicopters, Mount Isa Mines Rodeo, Opera Queensland, Kronosaurus Korner, Balonne Shire Council and Mount Isa City Council. Three partners joined us in the Getaway TV opportunity – segments have been filmed and will go to air in early 2024. We look forward to offering our members and partners another co-op program of activities for 2023/24.

includes the North West region of

DRIVE NORTH QUEENSLAND OQTA participates in the Drive North Queensland (DNQ) campaign with our regional tourism organisation partners Tropical Tourism North Queensland (TTNQ), Tourism Whitsundays, Townsville, and Mackay Tourism. This campaign

272 positive media features including

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Outback Queensland – from Hughenden through to Camooweal.

The 2022/23 campaign activities have included social media ads, search engine marketing (Google Ads), search engine optimisation (SEO) driving consumers to the DNQ website, printing and distribution of the DNQ map (50,000 copies) and participation at key consumer caravan, camping and 4X4 shows in Brisbane, Sydney and Melbourne in 2023. The campaign also included media

$1,239,120 in ASR (advertising sales revenue) Two famils co-ordinated with media and influencers (Mad Hueys – Biloela and Mount Isa; and Bounty Parents – Festival of Outback Skies) 79 pieces of coverage as a result of famil activity Media coverage with key publications included The Australian, Australian Country Magazine, Queensland Country Life, The Courier-Mail and Escape, RACQ’s The Road Ahead, and Urban List Brisbane – and many others.

coverage with key drive publications and digital features (4x4 Magazine and Australian Geographic) – to drive digital engagement.

MEDIA AND PR ACTIVITIES OQTA again engaged Sabio to assist

OQTA has also hosted and provided support to freelance travel writers, bloggers, and influencers who visited the Outback throughout the year, in addition to supporting TEQ story content and famil requests for the region.

with media coverage for the ‘Extend the Season’ campaign in late 2022, and again for the season launch campaign in February to May 2023 (extended through to September 2023). The following key results were achieved by Sabio during the year:

social media pieces, radio mentions, EDM inclusions and print and online articles 64.3 million people reached through earned media efforts 100 per cent key message inclusion

Outback Queensland Tourism Association Annual Report 2022/23

Media (including Australian Society of Travel Writer members) were invited to the OQTA Muster and Awards event in early March 2023 and 21 media attended the event. Numerous media interviews with both CEO Denise Brown and OQTA Chairman Cr Andrew Martin have occurred during the year.

In addition to attending ASTW networking events throughout the year, the OQTA sponsored the 2022 Annual Excellence Awards for ASTW travel writers – Best Aussie Road Trip Story, which was presented by our CEO Denise Brown.

Update and Insights FA C E B O O K In the past year, Facebook has experienced continued remarkable growth. Our content strategy, built on the foundation of five core content pillars and 25 unique experiences, has proven to be highly effective. It has consistently contributed to the overall success of our page.

While this strategy has been successful, one notable challenge persists: ensuring a diverse and engaging content presence across all 19 councils. This challenge arises from the limited availability of high-quality user-generated content (UGC) within these regions.

To address this, we’ve implemented rigorous audience engagement and interaction monitoring. This proactive approach has allowed us to foster meaningful connections with our audience, ultimately resulting in significant growth in UCG. This report highlights the dynamic growth and adaptability of our Facebook page, reflecting our commitment to engaging our audience and fostering a sense of community.

OUR AUDIENCE Consists of 64.5 per cent women versus 35.5 per cent men with most sitting in the 45-54 age bracket. This shows our social strategy is reaching and engaging with our audience. They are still liking what we post!

90.3 per cent of our audience is Australian, with the remainder mainly from USA, UK, New Zealand and Germany.

19.8 per cent of the Australian audience is from south east Queensland, 5 per cent is from Sydney and 4 per cent is from Melbourne.

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K E Y FA C E B O O K R E S U LT S F O R T H E Y E A R FACEBOOK FOLLOWERS

Have grown from 110,120 (21/22) to 118,934 (22/23) which is a 8 per cent growth over the past 12 months.

FACEBOOK LIKES

Have grown from 104,145 (21/22) to 110,018 (22/23) which is a 5.6 per cent growth over the past 12 months.

VIDEO

Over the year, video views continued to rise steadily.

However, due to the virality of a single video post on 28 April, there were a total of 21,691,767 views, a significant jump from the 666,193 views the previous year. This is a remarkable increase of 3,156 per cent compared to last year.

TOTAL ENGAGEMENT

661,902

TOTAL REACH

49,225,520

TOTAL IMPRESSIONS

51,689,446

Please note this data is not comparable to previous years, following a change to Meta’s data reporting format in March 2023, however the Outback Queensland Facebook page continues to perform extremely well.

Outback Queensland Tourism Association Annual Report 2022/23

Update and Insights I N S TA G R A M Over the past year, Instagram has experienced steady but gradual growth.

This growth has been achieved through meticulous oversight of hashtags, as well as active monitoring of audience engagement and interactions. These efforts have played a pivotal role in fostering meaningful connections with our audience.

A key driver of our success has been the consistent influx of user-generated content (UGC) in the form of photos and videos. This valuable UGC, combined with our effective content strategy, has significantly contributed to the account's overall performance. This report underscores Instagram's persistent growth and our commitment to nurturing audience relationships through strategic engagement and content curation.

K E Y I N S TA G R A M R E S U LT S F O R T H E Y E A R INSTAGRAM FOLLOWERS

Have grown from 53,531 to 54,531 which is a 1.8 per cent growth over the 12 months.

ENGAGEMENT RATE

121,707

TOTAL REACH

2,186,128

TOTAL IMPRESSIONS

2,463,536

Please note this data is not comparable to previous years, following a change to Meta’s data reporting format in March 2023.

OUR AUDIENCE Consists of 59.6 per cent women and 40.4 per cent men.

70.2 per cent of our audience is Australian, with the remainder mainly from USA and UK. 28.4 per cent of the Australian audience is from south east Queensland, 7.1 per cent is from Sydney and 4.5 per cent is from Melbourne.

OUTBACK EVENTS The Outback events calendar has been jam-packed this year! We’ve seen many exciting new events in the region, including the Festival of Outback Skies and Outback River Lights Festival, as well as iconic events that continue to grow in popularity with outstanding programs that keep people coming back year after year. We are very proud of the quality and variety of events the Outback region offers visitors – a major drawcard for visitation and contributor to the local economy.

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OQTA provided in-kind support to all

Outback events were also promoted and

key Outback events via our social media

supported via OQTA’s Big Skies, Bigger

channels and consumer e-newsletter,

Adventures campaign showcasing events,

which included the following key events

a four-page feature in OQTA’s Traveller’s

and many others: the Big Red Bash,

Guide, events listings and blogs on our

Boulia Camel Races, Outback Queensland

website, and extensive media activity

Masters, Mount Isa Mines Rodeo,

focused on events undertaken by our

Birdsville Races, Cloncurry Beat the Heat

PR partners Sabio. New event blogs

Festival, Easter in the Country, Dirt n Dust

featured on the website this year included

Festival, Outback Festival, Vision Splendid,

Racing, Rodeo and Campdraft Events in

Queensland Music Trails, and the Festival

Outback Queensland and Local Shows in

of Outback Opera.

Outback Queensland.

Outback Queensland Tourism Association Annual Report 2022/23

NEWSLETTERS Our industry and consumer newsletters are a key communications tool for OQTA. We sent 35 newsletters throughout the year to our 894 industry subscribers, with information ranging from OQTA events and funding opportunities to industry news and photos.

As at 30 June 2023 we had 64,021 subscribers to our consumer e-newsletter, an increase of 33 per cent compared to July 2021. Our most popular editions featured the Win an Outback Queensland Holiday Competition, 2023 Traveller’s Guide, St George You’ll Be Hooked Scavenger Hunt, Outback Rail Adventures, Festival of Outback Skies and 11 Outback bakeries to stop you in your tracks.

CONSUMER SHOWS Through our partnership with Drive Queensland, OQTA staff and industry representatives attended seven consumer travel shows in 2022/23: 2023 Let’s Go Queensland Caravan and Camping Supershow, Brisbane National 4X4 Show, Sydney Queensland Outdoor Adventure & Motoring Expo, Toowoomba Adelaide Caravan Show Victoria Caravan and Camping Show, Melbourne Brisbane 4x4 Show NSW Caravan and Camping Supershow, Sydney OQTA looks forward to another year of continued marketing achievements, with some new co-operative marketing activities, and further OQTA website enhancements as part of our 2023/24 plans. We also look forward to our continuing close working relationship with our OQTA members and partners to entice more visitors to our spectacular region.

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Outback Queensland Tourism Association Annual Report 2022/23

Update and Insights Industry Development & Advocacy Outback Queensland’s Destination Management Plan outlines five strategic pillars designed to boost the visitor economy and deliver sustainable growth for our region.

These pillars guide both our destination marketing and stewardship campaigns, as well as product development initiatives and stakeholder engagement and advocacy.

Throughout the year, OQTA worked with key partners to support industry development and the upskilling of operators, build capacity and trade preparedness across the network, and ensure our members were represented at a local, state and federal level.

Highlights of our activities over the 2022/23 year are detailed below: I N - R E G I O N D I G I TA L WORKSHOPS AND WEBINAR OQTA hit the road in August to deliver Outback Queensland Roundup In-

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Region Digital Workshops in Roma, Mount Isa, Blackall and Longreach.

Led by our social media guru Susan Maynard, the workshops provided attendees with key tips and knowledge to help raise product awareness and potential bookings. OQTA also delivered a webinar to provide business owners with practical information, tips and tools to increase domestic customer numbers and revenue using templates, digital marketing, digital media and digital engagement with customers. A recording of the session was also provided with links to bespoke Canva templates, created

by OQTA, for businesses to use on their social media channels.

T R A N S F O R M AT I O N A L EXPERIENCES MENTORING PROGRAM With support from TEQ, we delivered the Transformational Experiences Mentoring Program which supports tourism operators to become champions of transformational experiences. The program provided 15 Outback operators

Outback Queensland Tourism Association Annual Report 2022/23

with one-on-one mentor support (in-person and virtual) over a 10-week period, equipping them with practical tools to reimagine their visitor experience and meet the evolving expectations of travellers.

BEST OF OUTBACK QUEENSLAND EXPERIENCES DEVELOPMENT PROGRAM OQTA secured a TEQ Contestable Grant to deliver the Best of Outback Queensland Experiences Development Program. The program aims to help more Outback Queensland tourism operators achieve Best of Queensland Experiences (BOQE) status, by working with those who regularly achieve scores between 60 per cent and 80 per cent. Delivered by industry experts Julie Cullen and Susan Maynard, the innovative program included tailored one-on-one mentoring sessions with nine operators in Round 1. A further 11 will participate in Round 2 next year.

Update and Insights NEW OQ ASSIST BROCHURE & WEBSITE We launched a new OQ Assist website and brochure outlining the range of services available to industry including destination and event marketing, content, brand and trade development, grant applications, workforce training and more. Visit oqassist.com.au for more information.

NEW WORKING WITH US GUIDE OQTA created a new 13-page Working with Us document outlining our key areas of business focus, marketing opportunities and an annual activity overview. The handy guide also includes OQTA contact information, marketing material specifications and the top 10 tips to make the most of membership benefits.

DINOSAUR TOURI SM ROADMAP OQTA is a key stakeholder of a new partnership formed to leverage Queensland’s Dinosaur Tourism Roadmap. OQTA worked with the collective’s dedicated program manager throughout the year on marketing, stakeholder engagement and experience development initiatives, including at the 2023 Australian Tourism Exchange (ATE).

QTIC COURSES FOR OUTBACK QUEEN SLAND Our collaboration with the Queensland Tourism Industry Council included industry development and upskilling opportunities for operators and local communities. We also worked with QTIC staff to create two free courses for Outback Queensland businesses and their staff, focused on customer service and destination highlights.

AT E C M E E T I N G P L A C E OQTA’s CEO Denise Brown and travel trade expert Amanda Kruse attended the Australian Tourism Export Council (ATEC) Meeting Place event in November to raise awareness of Outback Queensland regions and experiences. Denise and Amanda met with 27 inbound tour operators, online travel agents, domestic wholesalers and national tour companies.

The event also saw Denise nominated for the Captain Trevor Haworth Outstanding Contribution to the Tourism Export Industry Award which recognises significant and enduring contribution to Australia’s tourism export industry.

2023 OUTBACK QUEEN SLAND MUSTER, CONFERENCE AN D AWAR D S OQTA was thrilled to launch the 2023 Outback Queensland Traveller’s Guide at our annual Conference and Muster in Brisbane in March. The two-day event saw a record 55 operators connect with 150 trade, media and industry representatives to showcase the wide range and diversity of products and experiences on offer right across the region. We were joined

by Assistant Minister for Tourism Industry Development Michael Healy, who officially launched the 2023 Season and Traveller’s Guide, QTIC CEO Brett Fraser, Local Government Association of Queensland CEO Alison Smith along with Tourism Australia, TEQ and departmental staff.

The conference program was jam-packed with up to the minute industry insights, packaging and business development resources, content creation tips and tricks and entertaining and inspiring speakers while the Muster was an overwhelming success providing plenty of opportunities for operators to network and connect with key media and trade contacts.

134 letters of advocacy and support 13

Outback Queensland Tourism Association Annual Report 2022/23

Update and Insights

This year’s event also saw the return of the Outback Queensland Tourism Excellence Awards to highlight, recognise and celebrate the outstanding achievements of OQTA members, albeit in a revamped guise. We received 22 submissions over the four new award categories and were delighted to announce the following winners: Young Achiever Award – Corey Richards, Eromanga Natural History Museum Social Media Legend Award – Outback Pioneers, Longreach Best New Visitor Experience Award – Quilpeta Night Show, Quilpie Vince Evert Memorial for Outstanding Contribution to Tourism – Robyn Stephens OAM 2 0 2 3 PAT H W AY T O AT E MENTORING PROGRAM The Queensland RTO network was successful in its application for a TEQ Contestable Grant for the Australian Tourism Exchange (ATE) Ready Project.

The project aimed to prepare and develop trade-ready Queensland tourism product in preparation for ATE, Australia’s largest tourism industry event, held on the Gold Coast in May 2023.

OQTA contracted trade experts Amanda Kruse and Anita Clark to deliver the tailored, one-on-one mentoring

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program to the following Outback Queensland operators:

Manual, featuring a record 32 tradeready products, a suite of eight themed itineraries and a corresponding map to

Outback Pioneers Outback Aussie Tours Red Dirt Tours Mitchell Grass Retreat Australian Stockman’s Hall of Fame Qantas Founders Museum Australian Age of Dinosaurs Rangelands Outback Camp Boobook Explore Roma Explorers Inn The Lake Quilpie Eromanga Natural History Museum Experience Charleville Jacaranda Country Motel Paroo Shire Council Outback at Isa Mount Isa Rodeo Cobbold Gorge Tours and Accommodation Gilberton Outback Retreat Outback Queensland Masters The program was developed to ensure that businesses could attend ATE with the best trade strategy and included practical assistance and support to leverage opportunities from the event.

OUTBACK QUEEN SLAND TRADE PRODUCT MANUAL A key trade initiative this year was the development of a comprehensive Outback Queensland Trade Product

Outback Queensland Tourism Association Annual Report 2022/23

create a visual training tool. The manual features shorter fly/drive itineraries connecting Brisbane and coastal locations to Outback destinations, illustrating for travel managers how they could potentially include an Outback Queensland destination in their Australian journey offering to clients.

AT E 2 0 2 3 A record 12 Outback operators joined OQTA at ATE 2023, our largest delegation of all time, following the success of our one-on-one tailored Pathway to ATE Mentoring Program.

Our operators handled more than 150 meetings over the four-day program, strengthening relationships with distribution partners and collectively helping us promote Outback Queensland as a world-class destination.

OQTA’s Melanie Grevis-James and The Dinosaur Collective’s Ingrid Sellarulo also represented OQTA at ATE’S International Media Marketplace (IMM). Across a full day of scheduled appointments, Melanie and Ingrid met with 21 international media from the UK, New Zealand, USA, India, Germany, France, Italy and Switzerland.

Update and Insights NZ AND USA

R E P R E S E N TAT I O N S A N D D E L E G AT I O N S

AUSSIE SPECIALI ST TRAINING WEBINARS OQTA was excited to present webinars for Aussie Specialist travel agents in New Zealand and the USA, in partnership with Tourism Australia. The sessions detailed our iconic experiences, attractions and

QTIC World Tourism Day Networking Event Brisbane Destination Q Conference Gold Coast QTIC Qld Tourism Awards Gold Coast

Qld Regional Tourism Network Board TEQ Strategy Workshop Destination Australia Sydney Australian Tourism Awards Sydney

ATEC Meeting Place Cairns

Qld Plan Ambassador’s Council Meeting Winton

LGAQ Conference Cairns

Qld Music Trails St George and Cunnamulla

Australian holiday itinerary.

Vision Splendid Winton

Australian Tourism Exchange Gold Coast

G ET YO U R G U I D E (O N LI N E

International Media Marketplace Gold Coast

OQTA worked with Get your Guide (GYG)

Outback Queensland Masters kick-off event Roma

to create a space within GYG’s online

Boulia Camel Races

platform to promote multiple destination

Mount Isa Mines Rodeo

packages, including three self-drive routes

QTIC NAIDOC Week Event Brisbane

awe-inspiring natural wonders along with practical advice for travel agents to incorporate an Outback Queensland adventure into their clients’ next

T R AV E L A G E N T )

to Outback Queensland. The promotion gives Outback Queensland global exposure 24/7 for both the domestic and international markets and each Outback destination with trade-ready product now has their own town landing page within

Wellness Tourism Conference Kingscliffe Qld Visitor Information Centre Association (QICA) Conference Noosa

TTF Friends of Tourism Brisbane Eco Destination Forum Bundaberg Festival of Outback Opera Longreach and Winton Outback TEQ Round Table Longreach RAPAD Meeting Longreach

Agritourism Conference Ballarat

You’ll Be Hooked Campaign Launch St George

Conversations with TEQ, Longreach and Charleville

QTIC Tiny Towns Awards

RAPAD Meeting Birdsville

Adventure Way Committee

commencing later this year or early 2024.

I N D U S T R Y R O U N D TA B L E ,

MITEZ Meeting Townsville

Australian Regional Tourism (ART) Convention Ballarat

the GYG site. Operators who have loaded their products have already started receiving bookings, with GYG Global set to launch a major campaign in Germany

LONGREACH OQTA was pleased to welcome new TEQ CEO Trish O’Callaghan and QTIC CEO

Outback Festival 50-year Celebrations Winton

Overlanders Way Committee SWQROC Meetings

Outback Rail Adventure Launch Longreach

Brett Fraser to an Industry Round Table in Longreach in May. The forum to share insights, intel and opportunities with local stakeholders capped off a fantastic few days in-region for Trish and Brett, who were able to experience first-hand a number of Outback Queensland’s best known tours and attractions, along with the Festival of Outback Opera and the official launch of Outback Queensland’s newest tourist attraction, Outback Rail Adventures, by Assistant Minister for Tourism Industry Development Michael Healy.

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Update and Insights O UTBAC K Q U E E N S L AN D AWAR D W I N N E R S Outback Queensland operators continue to shine on the national stage with a brilliant showing at awards ceremonies throughout the year.

AUSTRALIAN TOURI SM AWAR D S GOLD Festivals and Events Outback Queensland Masters GOLD Tour and/or Transport Operators Fun Over 50 Holidays – Immersive Tours and Adventures SILVER Visitor Information Services Quilpie Shire Council Visitor Information Centre, Museum & Gallery BRONZE Unique Accommodation Mitchell Grass Retreat QUEEN SLAND TOURI SM AWAR D S

SILVER Major Tourist Attractions Australian Age of Dinosaurs & Museum of Natural History SILVER Caravan & Holiday Parks Julia Creek Caravan Park BRONZE Major Tourist Attractions Australian Stockman’s Hall of Fame and Outback Heritage Centre BRONZE Cultural Tourism Eromanga Natural History Museum

GOLD Outstanding Contribution by a Volunteer or Volunteer Group The Royal Theatre Winton

Best of the Best Award Charlotte Plains, Cunnamulla

GOLD Unique Accommodation Mitchell Grass Retreat

GOLD Best Grey Nomad Festival or Event Outback Queensland Masters

GOLD Festivals and Events Outback Queensland Masters

GOLD Best Grey Nomad Pub Stay Wellshot Hotel, Ilfracombe (Hall of Fame Inductee)

GOLD Visitor Information Services Quilpie Shire Council Visitor Information Centre, Museum & Gallery

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GOLD Tour and/or Transport Operators Fun Over 50 Holidays – Immersive Tours and Adventures

G R E Y N O MAD AWAR D S

GOLD Best Grey Nomad Trail Mungindi Sculpture Trail

GOLD Best Grey Nomad Tour Charlotte Plains, Cunnamulla GOLD Best Grey Nomad Farm or Station Stay Charlotte Plains, Cunnamulla (Hall of Fame inductee) SILVER Best Grey Nomad Attraction Australian Age of Dinosaurs, Winton SILVER Best Grey Nomad Historic Attraction Charlotte Plains, Cunnamulla BRONZE Best Grey Nomad Attraction Charlotte Plains, Cunnamulla SILVER Best Rural Art – Australian Street Art Awards Digging up the Past – The Zookeeper & DRAPL, Hughenden QUEEN SLAND HOTELS A S S O C I AT I O N A W A R D S F O R EXC ELLENC E 2023 Best Hotel or Pub Style Accommodation The Mucka Pub Hotelier of the Year The Wellshot Hotel’s Tracy Hatch QTIC QUEEN SLAND TOP TO U R I S M TOW N AWAR D S GOLD Top Tiny Tourism Town Winton

Outback Queensland Tourism Association Annual Report 2022/23

Our Regions Central West: RO BYN STE PH E N S OAM

It’s been reported that 2023’s tourism season was slow to begin and concluded earlier than in past years, with tourism numbers down by 10 per cent at the start of the year.

The unseasonal weather across large parts of the Central West region during early 2023 affected visitation numbers during the commencement of the tourism season; however the much needed rain brought such joy and optimism to communities across the region which painted a vibrant picture of green pastures in readiness for our visitors planning their Outback adventure.

During March, the Annual Conference and Muster, launch of the 2023 Outback Queensland Traveller’s Guide and Tourism Excellence Awards brought the Bush to Brisbane where the two-day event saw a record 55 operators join 150 trade, media and industry representatives shine a light on a wide range of products and experiences. Operators advised they enjoyed the opportunity to upskill and connect with industry, trade and media.

Central West iconic events staged in 2023 did not disappoint, contributing greatly to the visitor economy across the region.

They were all great examples of how we continue to offer visitors a true Outback experience and are fast becoming must-do’s on everyone’s Outback holiday itinerary. Here are some of this year’s renowned events:

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BARCALDINE The Tree of Knowledge Festival featured a jam-packed weekend of mateship and top class events Barcaldine Recreation Water Park hosted a range of popular water sports Westech Field Day showcased innovation of the grazing industry B L A C K A L L / TA M B O The Better in Blackall Festival combined the best Blackall has to offer over a four-day program of multiple events LONGREACH The Yellowbelly Fishing Classic is always a popular event for anglers The Head of the Outback tested rowing crews on the Thomson River WINTON The Way Out West Fest kick-started the tourism season in April Vision Splendid Outback Film Festival celebrated its 10th anniversary The Queensland Boulder Opal Festival incorporated the Opal Symposium with a number of international buyers present The Re-enactment of the Winton to Longreach Endurance Ride celebrated 100 years of the Queensland Country Women’s Association Winton’s Outback Festival, held over five days/nights, hosted over 30 events attracting more than 4,900 visitors to Winton and through the wider Outback region

Outback Queensland Tourism Association Annual Report 2022/23

OPERA QUEENSLAND Toured Winton, Longreach, Barcaldine and Blackall with a world-class program of outdoor concerts and record crowds under an endless star-filled sky Overall visitation to the Central West was prominent with most of the motel accommodation showing high occupancy and the caravanners filling the caravan parks and free camping sites around the region. Most caravan parks and motels have made a special mention of the forward bookings in association with forthcoming events for 2024/25.

With global borders opening up, our major tourist attractions in the Central West region reported a mixed outcome for the year with some operators reporting attendance of 25 per cent below the previous reporting period.

Qantas Founders Museum offered new product offerings for bundling tours and experiences with tickets reflecting the different levels of tours on offer, including early morning and evening experiences.

Visitation for the season was slow to start and reports show the season finished with approximately 49,000 visitors for the year.

The iconic Australian Stockman’s Hall of Fame and Outback Heritage Centre reported a similar year showing lesser numbers than previous years aligning with other major tourism attractions in the region.

Our Regions The Australian Age of Dinosaurs Museum of Natural History advised visitation remains robust with August welcoming 6,825 visitors and September an even more impressive 7,194 visitors. When compared to figures for the same months of the previous year, this shows a modest decline of only 10 per cent, or 1,518 fewer visitors. In total, the museum’s attendance is down by just eight per cent compared to the previous year. May saw some 350 guests visit the bronze sauropods at the March of Titanosaurs exhibition for the Festival of Outback Opera. Guests were able to explore Dinosaur Canyon and the Gondwana Stars Observatory prior to the performance.

The Dinosaur Stampede at Lark Quarry, situated 110km south-west of Winton, continued to perform well recording 2,324 visitors in August and 2,791 in September.

The yearly analysis reports a 10 per cent decrease, or 1,618 fewer visitors for the corresponding months.

year included the Queensland Boulder Opal Association International Jewellery Design Awards.

its mooring in the Thomson River just weeks out from the start of the 2023 tourism season. Outback Pioneers has plans to restore the Pride of the

The Outback Regional Art Gallery hosted the John Villiers Art prize supported by the John Villiers Trust – it was the biggest year to date with over 250 entries in all categories and a prize pool of $10,000.

The Australian Workers Heritage Centre in Barcaldine has reported similar visitation numbers across the board for the season.

Central West major tour operators reported their extended touring was down in departures this season with acceptable numbers. Our tour operators all delight in promoting our region’s natural and cultural beauties and giving visitors a real Outback experience.

Murray on the riverbank as a tribute to pioneer riverboats and preserve her for future generations.

Red Dirt Tours reported 2023 was on par with the 2022 year, with the business having successfully grown to five buses and employing five staff. Tours have been extended around the region and include the Australian Dinosaur Triangle of Winton-Hughenden-Richmond which has been popular with tourists.

Barcaldine & Beyond Tours, now in their second year of operation, has seen similar numbers to the previous twelve months and advised good forward bookings for 2024 with a number of tours already

Rangelands Outback Camp also reported a very slow year compared to the previous reporting period. This six-star Outback glamping experience reported receiving rave reviews from many who experienced this world-class attraction.

Outback Aussie Tours’ Alan and Sue Smith unveiled their new Outback Rail Adventure which has been well received.

This exciting tourist product for the Central West reports very happy guests all round seeking a once–in-a-lifetime adventure. The cruise boat side of the business has held its own with numbers around the 2017 levels with good signs in the market for the 2024 season.

The Waltzing Matilda Centre reported a decline in their visitor numbers also, with 24,500 throughout the year visiting this nationally significant attraction. Profiled events hosted at the centre during the

Outback Pioneers’ visitors experienced many unforgettable tours and highlights, especially the sunset river cruise on the historic Pride of the Murray paddle wheeler, which unfortunately sunk at

tourism’s continued success.

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Outback Queensland Tourism Association Annual Report 2022/23

being filled.

It certainly continues to be an exciting time for tourism and as the drive market continues to grow strongly so will the need to develop itineraries with highlighted experiences to help drive traffic into our region. I look forward with confidence to Outback Queensland

Robyn Stephens OAM Central West OQTA Board Representative Event Manager, Outback Festival Winton

Our Regions South West: M E R Y L E D D I E

Another year has flown by and it is time for me to step down from the OQTA Board, predominately due to continued staffing shortages, an issue common to many.

With a couple of our senior people recently retiring I’ve stepped back into the field and have enjoyed leading a lot of tours again this year. Unfortunately, this has left less time available for volunteering within organisations such as the OQTA Board and meant I haven’t been able to attend all the OQTA meetings and other related activities that I would have liked this past year. I also haven’t been able to traverse the South West region as much as hoped to personally connect with all our tourism people and products – something I always felt as necessary as an elected South West region representative.

When committing to a cause I like to be all in, contributing to strategic thinking (policy and direction) and providing feedback and views from the ground in the region I represent. As I haven’t been able to do this as effectively as I would wish, it is time to pass on the baton.

an operator (someone with skin and personal investment in the game) as well as being very community-minded and having a good understanding and background of Council operations and community-run facilities and events.

Across the region I believe there are many elements within the tourism industry that still need work to ensure we all stay relevant, including a consistent delivery of great experiences; being known as a destination that provides an exceptional level of service; that our resources can aptly cater for the numbers of visitors expected and to ensure we’re a ‘must do’ destination for travellers.

Our bottlenecks are access to reliable and skilled staff, sufficient accommodation throughout the Outback, all weather accessibility (noting this is slowly getting better), transport/communication networks, maintaining a high level of immersive existing and new online bookable products/experiences, events timings (many are still scheduled close to each other), red tape, rising operational costs, funding limitations and access to

During my time on the OQTA Board I’ve tried to bring a rounded perspective as

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untapped opportunities within and across state-controlled lands to name a few.

Outback Queensland Tourism Association Annual Report 2022/23

On a more positive note, there are untapped markets presenting many opportunities. Marketing Queensland’s Outback continues to be very important, and I believe OQTA has done well in this regard with the limited budget (and hence overall resourcing) available. Co-ordinated efforts to boost trade, such as the ATE Outback representation this year, were well organised and received. However, 2023’s effort at ATE was only a dip in the ocean. We need to extend our reach, look for opportunities (through further mentoring, funding support and member investment) so we can cast away the floating devices and continue to swim strongly through the current known as the tourism trade. We need to consistently stand and ride the wave, to show our wares, be recognised and become sought after for our experiences and talent, both domestically and internationally. We also need to continue finding value-add propositions, where organisation like Red Ridge rock!

Implicit in trade development is building great connections. Individually this can look like an expansive and expensive mountain; however, with the right mentoring and as an Outback team we can traverse and forge a more formidable and profitable path for all.

Our Regions I have felt some of the funding opportunities and grants guidelines have missed the mark for regional Outback tourism. Here we need more advocacy to better target our Outback region’s needs, being mindful of varied levels of operations and ensuring available access for all business operations (government, community, scientific and private sector).

There is no doubt that Outback Queensland’s reputation as a tourism destination has grown thanks to many initiatives by OQTA over the past few years. As a region we need to stay focused and true to our own destiny and longer-term plan. It is okay to say no, and especially with a limited budget, not try to be everything to everyone. We need to participate and work on those elements that will benefit our region and its members – and we must always run

proposed activities and actions through this lens. To ensure we don’t stray it is equally important that together, OQTA members regularly review and provide feedback on the direction and associated actions proposed by OQTA. Time does not stand still and as the tourism world evolves, so must we.

Before signing out with my last formal report a big shout out to the current Board members and staff/contractors of OQTA – it has been great working with you all and I look forward to staying in contact and continuing to be part of the OQTA grassroots membership base.

During my time we still haven’t managed a Board meeting in the Maranoa, so I reckon our turn must finally be here – I look forward to hosting you all in Roma and the Maranoa region in the near future!

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Thank you also to the South West members. There continues to be a great team of dedicated and enthusiastic Council officers and private operators who have been working with their communities to help develop and improve existing product, increase networks and trade opportunities and to market the wonderful products we have to share. I look forward to keeping in contact with you all as we continue to build on the foundations we’ve started together – cross pollinating, promoting and sharing experiences throughout our region and beyond.

Meryl Eddie South West OQTA Board Representative Business Manager, Boobook Explore

Our Regions North West: G A R Y M U R R AY

I’m going to go out on a limb here, albeit a limb I am very comfortable on.

After 30 odd years in the tourism industry, I’m still amazed at the resilience, fortitude and vision Outback operators have. I am proud to make the declaration that our tourism community possesses that extra gumption to get things done, and to prove my point I’m going to name one.

I would not normally single out any individual, project or attraction as there are many examples I could draw on, however, I need to make a special mention of this one. The Quamby Pub Rebuild is a testament to the spirit of the Outback and the bold statement I make above. This is the passion that becomes infectious, draws tourists to the Outback and sends them away tongues-wagging with positive stories to share with other potential visitors.

Quamby is not the only new initiative in the North West; far from it, but it would be impractical to list them all here.

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Suffice-to-say that operators have not been languishing with the old but reinventing the old, identifying new opportunities and broadening their horizons with their target markets.

directly, we have the ability to broadcast a consistent message to our visitors to be vigilant in their security and remove any notion of temptation that may exist.

In doing so we can go some way to eliminating the occurrence of incidents

It’s no secret that Outback tourism is again competing head-to-head with international markets as airlines ramp up their capacity and cruising, by default, has become a destination in its own right.

Our ability in the North West to hold our own and, in some cases, improve on our pre-Covid numbers highlights the Outback resolve. We are providing a unique experience that can only be found in the Outback, delivered by passionate like-minded operators.

and the idea that tourists are soft targets.

It would be remiss of me not to mention the elephant in the room when it comes to the challenges every operator has faced in the tourism industry no matter where they are. Anti-social behaviour, especially youth crime, has had a marked impact on our tourism industry. While we are unable to control these forces

modest growth as a result of new

Outback Queensland Tourism Association Annual Report 2022/23

Overall, visitation to the North West was in line with expectations and up on last year. Tourists were slow to head our way though, and weather probably played a significant part in keeping some away with unseasonal rain influencing their travel arrangements. When they did arrive, it was constant and welcome.

Looking to next year we’re anticipating offerings, tried and tested events, value added accommodation and forward booking guidance.

Gary Murray North West OQTA Board Representative Managing Director, North West Tours

Our Regions Far West: S A L LY O ’ N E I L

The Far West Region – Barcoo, Boulia and Diamantina Shires – continue to attract the crowds as events held throughout the region consecutively benefit our small communities. Rain and tourism combined brings life to the Outback and we certainly had our fair share of both this year. I proudly present a summary of the year from our tourism representatives and their respective shires.

taking advantage of the rainfall to

Barcoo Shire – the Heart of the Channel Country – was again fortunate to welcome rain in the first months of 2023.

The well-known responsiveness of the country saw the Barcoo and Thomson flow down into Cooper Creek and the channels spread out across the country.

The green channel feed growth provided a welcome relief for beef graziers and allowed tourists to experience the Channel Country in its prime. Social media has been a key element in the growing number of photographers, birdwatchers and environmental appreciation groups visiting the area,

Windorah Yellowbelly Hunt in April was

experience the Channel Country and Barcoo region in a good season.

Tourist numbers have softened in 2023 along with other neighbouring shires.

Visitors to the Diamantina Shire for the Big Red Bash explored prior to and at the conclusion of the event, creating a busy time within the Barcoo Shire. The again a successful event with its inclusion in the three-town fishing competition with Longreach and Isisford. 2023 was rich in cultural experiences, with event organisers excited to bring the performances to the Outback – a rewarding experience for both the performers and the attendees. The month of May saw the productions of a Musical Circus and Opera Queensland, two typically city events brought to the Outback and experienced and enjoyed by both locals and tourists.

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Stonehenge, Windorah and Jundah conducted successful and very well patronised Gymkhana and Rodeo events, with Jundah preparing to host the always successful races and sprint events. The region has also welcomed an increased number of charity and specialist car rallies travelling through the area, enjoying the three towns of the shire and appreciating the country hospitality while raising funds for the town and the charity organisation.

As within previous years, tourists embraced the nature, culture and pastoral heritage of the region, interwoven desert and agricultural landscape as well as the plentiful attractions within the shire. The people, the magical night sky and the events were as always special moments for first time and returning visitors.

Barcoo Shire continues to refine existing and developing new tourist attractions, destination adventures and showcase the truly unique landscape of the Channel Country.

Helen Kidd – Tourism Manager, Barcoo Shire Council

Boulia Shire saw a marked increase in visitors this year, although the season was slow starting. The annual Boulia Camel Races saw a larger crowd than previous years capping the numbers at approximately 4,000 people. The events held further south to us in the Diamantina Shire certainly have led to this annual extra influx of tourists.

The 2023 Melbourne Cup tour arrived in Boulia on the Saturday of the Camel Races with Glen Boss entertaining the crowd by riding a camel. The tour organised by Council and in co-operation with the Camel Race committee was a great addition to the carnival weekend.

This is the essence of life in Diamantina Shire, where extraordinary moments await.

In this vibrant community, the year unveiled a series of exceptional events that drew travellers from near and far. From bronco branding, camp drafting, and rodeo events to horse and bike gymkhanas, it infused a dose of adrenaline into our event calendar, keeping the thrill-seekers among us on the edge of their seats. The Outback Queensland Golf Masters was a fabulous event that showcased the region’s unique charm. Keen athletes also embraced the thrill of adventure at the Simpson Desert

The Min Min Encounter continues to dazzle and visitors cannot believe that our Encounter and Heritage Complex, a tourism gem, exists here in such a remote location. Recently the RAPAD group of councils held a Strategic Group meeting over three days in Boulia and were treated to two great nights of food and drink at the Encounter and Heritage Complex.

Bike Challenge, while the Simpson Desert

The Easter weekend of horse racing attracted a larger than normal local crowd this year and boosted the coffers of the Boulia Turf Club. Boulia Council is working on several tourism attractions for the coming years, so watch this space.

Julie Woodhouse – Community Services Manager, Boulia Shire Council

community. It was a celebration of music,

Diamantina Shire, a captivating jewel in the heart of the Australian Outback, beckons travellers seeking unforgettable adventures. Here, life is a tapestry of remarkable encounters that leaves an indelible mark on your soul. Imagine each day beginning with the promise of thrilling exploration and ending with the camaraderie of a warm, welcoming community.

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Ultra pushed participants to their limits, making every moment an unforgettable test of endurance and determination.

One of our shire’s signature events, the Big Red Bash, proved to be a resounding success, leaving attendees with cherished memories that define the spirit of our culture, and the breathtaking Outback

In the heart of Outback adventure, the enduring impact of nature’s forces becomes evident. Bedourie faced inaccessibility due to flooding, yet our community’s resilience prevailed.

Additionally, temporary closures affected the Munga-Thirri-Simpson Desert National Park, serving as a reminder of nature’s role in the Outback journey.

The Simpson Desert Racing Carnival, which featured race meets in Betoota, Birdsville, and Bedourie, continued to shine as an annual standout on our event calendar. Despite challenging weather conditions impacting the Birdsville Races, this iconic event still attracted thousands of enthusiastic punters to the town, showcasing its enduring appeal.

As we reflect on these adventures, we eagerly anticipated the ‘Kirrenderri: Heart of Channel Country’ exhibition, another highlight of the year. It offered a glimpse into the rich culture and heritage that defines our shire. Through vivid displays of indigenous artistry, engaging narratives and exhibits, Kirrenderri celebrated the resilience and creativity of the people who call this region home.

backdrop. Tradition then took centre stage as the Bedourie Pig and Camel Races once again captivated audiences, drawing travellers northward, promising a unique and exhilarating adventure.

A notable trend we’ve observed is the increasing number of tourists travelling between Bedourie and Birdsville, opting for the comfort of sealed roads.

This choice enhances their journey to Birdsville, making it a scenic and

In Diamantina Shire, every moment is a cherished memory in the making, and life unfolds as a series of exceptional experiences, waiting for you to unlock.

Join us in the heart of the Australian Outback, where the journey is as extraordinary as the destination itself. Your adventure in Diamantina Shire awaits.

Matt Allard – Director of Community & Economic Development, Diamantina Shire Council

enjoyable one. Such preferences open up opportunities to serve tourists across multiple locations, enriching their experiences even further.

Outback Queensland Tourism Association Annual Report 2022/23

Cr Sally O’Neil Far West OQTA Board Representative Mayor, Barcoo Shire Council

Our Financials AN D OU R AU DITOR’ S OPINION

2023 Financial Statements OUTBAC K QU EEN S LAN D T O U R I S M A S S O C I AT I O N ABN 46 805 356 912 FOR THE YEAR ENDED 30 JUNE 2023 P R E PA R E D B Y R I N G R O S E B U T T O N C H A R T E R E D A C C O U N TA N T S Income and Expenditure Statement .............................................................................. 25 Balance Sheet ............................................................................................................................................ 27 Statement of Cash Flows — Direct Method ........................................................... 29 Notes to the Financial Statements ................................................................................... 30 Statement by members of committee ........................................................................ 33 Independent Auditor’s Report .............................................................................................. 34 Depreciation Schedule ................................................................................................................... 36

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Outback Queensland Tourism Association Annual Report 2022/23

34 Outback Queensland Tourism Association Annual Report 2022/23

35 Outback Queensland Tourism Association Annual Report 2022/23

36 Outback Queensland Tourism Association Annual Report 2022/23

Appendix 1 A N A LY S I S B Y O U R T R E A S U R E R Financial Summary for 2022-23 per the audited financial statements: 2022-23

2021-22

1,314,123

1,431,720

Less: expenses

(1,512,096)

(1,384,053)

Operating surplus/(deficit)

(197,973)

47,667

Income

Responsible management of our operational outgoings over the last few years attributed to our ability to invest more into our members than the income we earned this year. This resulted in an operating deficit of $197,973 for the 2023 financial year. The auditors are satisfied with the management of our finances and no material issues have been raised by them.

2023 I N CO M E TNF Network Funding

$532,889.00

Membership

$437,742.07

Marketing & Advertising

$265,166.22

Best of Outback Contestable Grant

$36,000.00

Wellness & Bathing Trail Contestable Grant $16,000.00

37

Trade Reactivation Contestable Grant

$16,000.00

Localis

$6,000.00

Outback Queensland Tourism Association Annual Report 2022/23

We were able increase our investment in marketing for 2023 by $62,762 to $843,095 compared to the $780,332 in 2022. Marketing represents 56 per cent of our total expenses.

2023 EXPEN S E S Marketing & Advertising

$843,094.45

Human Resources

$373,895.45

Travel & Accommodation

$72,280.08

Office Expenses

$66,480.35

Professional Fees

$34,632.50

Board Expenses

$29,326.25

Depreciation

$27,443.69

Motor Vehicles

$23,718.84

General Expenses

$20,910.20

Industry Development Expenses

$15,533.24

Awards

$4,781.62

As at 30 June 2023, we had $66,885 in our bank account. The funds that we have accrued in the bank have been allocated to cover some of our expenses for 2024 as noted below in our budget.

Our budgeted income & expense summary for the 2023-24 year is as follows: Budgeted Income

1,537,205

Budgeted Expenses

(1,537,548)

Budgeted Operating Deficit

(343)

Thank you again to our management committee for all your hard work, effort and proactive planning to get us through this year.

Elaine Jacobie Treasurer 23 October 2023

38 Outback Queensland Tourism Association Annual Report 2022/23

Appendix 2 M IN UTE S O F 2022 AN N UAL G EN ER AL M EETIN G

OQTA ANNUAL GENERAL MEETING H E L D 2 N D N O V E M B E R 2 0 2 2 AT G O L D C O A S T A N D O N L I N E Meeting Commenced Andrew Martin Chair opened the meeting and thanked everyone for attending in person and online.

6:41pm

Present (In-Person): Andrew Martin (Blackall/Tambo Council), Natalie Flecker (Mount Isa Rodeo), Robyn Stephens (Outback Festival), Denise Brown (OQTA), Steve Jones (REX), Meryl Eddie (Boobook Ecotours), Stuart Mackenzie (Quilpie Shire Council), Robyn Mackenzie (Eromanga Natural History Museum), Barry Weare (Cooee Traveller), Alan Smith (Outback Aussie Tours), Sally O’Neil (Barcoo Shire Council), Karen Grimm (Quilpie Shire Council), Corey Richards (Eromanga Natural History Museum), Kelly Hensley (OQTA), Gary Murray (North West Tours), Fiona Gordon (Longreach Tourist Park), Jesse Downes (Tourism and Events Queensland), Sue-Ann Chapman (Vision Splendid Film Festival), Sam Ireland (Outback Queensland Tourism Assocation), Ingrid Sellarulo (Dinosaur Collective), Wayne Clift (The Tourism Group), Olivia Fegan (McKinlay Shire Council), Kalan Lococo (McKinlay Shire Council), Jess Jones (Peak Services), Nicole Kuttner (Outback Aussie Tours), Mark Greaves (The Tourism Group), Jo Pegler (Eromanga Natural History Museum), Kara de Schot (Outback Aussie Tours) Present (Virtual): Erin Lee (Paroo Shire Council), Susan Maynard (Connect Tourism), Lindsay Wallace (Livewire Consultancy), Elaine Jacobie (Ringrose Button (Treasurer)), Nicki Lloyd (Outback Pioneers), Barbara Smith (Flinders Shire Council), Melanie Grevis-James (Outback Queensland Tourism Association), Paul Harper-Green (Paroo Shire Council), Maria James (MITEZ), Kim Wildman (Balonne Shire Council), Simone Doczkal (Opera Queensland), Gavin Baskett (Winton Shire Council), Jane McNamara (Flinders Shire Council), Greg Hoffman (NWQROC), Niki Flute (Flinders Shire Council), Chanelle Viney (Flinders Shire Council) APOLOGIES: Tania Kernaghan (OQTA Ambassador), Greg Campbell (Cloncurry Shire Council), Alleyne Johnson (Qantas Founders Museum), Vicky Jones (Red Dirt Tours), Julie Woodhouse (Boulia Shire Council), Brett Fraser (QTIC), Alison Smith (LGAQ), Janene Fegan (McKinlay Shire Council) Moved: Alan Smith Seconded: Corey Richards that the apologies be accepted

CARRIED

RATIFICATION OF MINUTES: AGM 2021 Moved: Natalie Flecker Seconded: Gary Murray Minutes of the AGM 2021 are a true and accurate record CARRIED CHAIRPERSONS REPORT: Andrew Martin presented his report within the Annual Report for 2021/2022 Optimistic, open and innovative people who work hard are the hallmarks of the bush.

Recent innovations in the Outback in tourism include the paddle steamer on the Thomson which has come from the Murray, rail motors travelling across the plains and the QANTAS re-enactment.

Celebrating the birth of the Australian Circus. These activities are a part of our heritage. Red Ridge based in Blackall is true innovation to turn drought and market into a heritage-based clothing line.

The tourism heroes and our heritage heroes are those innovators.

39 Outback Queensland Tourism Association Annual Report 2022/23

The challenge is to develop the products around these innovations. There is potential to develop the trails – Dinosaur, indigenous. As such we need to develop the product to cater to the visitors coming.

There are still products that are not online bookable.

Product development issues are very different to those on the east coast. We need to continue the innovation solutions to help.

OQTA is the worlds largest geographical tourism region, with 1 million sq kilometres. With 20,000 residents. This means the delivery of our marketing and the delivery of product development needs to be done differently. It needs a different way of funding.

The OQTA Board are very aware of the issues that holds OQTA back from developing our product and taking it to the world.

Chair would like to thank the Board and the membership for their support over the last 12-months and continuing the support over the coming 12-months. Also thank the OQTA small OQTA Team in DD and Kelly. They are a small team but are very innovative. The office move to the LGAQ House in Newstead will have great connections to our council partners.

CEO REPORT: Denise Brown presented her report as presented in the Annual Report for 2021/2022 CEO noted the following: Determination, adaptability, optimism – these have been the cornerstones of our industry this year, as the region continues to recover from the impacts of the global pandemic.

This time last year, our state borders were still restricted to interstate hotspots, entry to some venues was only available to the fully vaccinated and we were still using the Check In QLD app. The upside for Outback Queensland during this period was a renewed interest and demand for domestic travel (this had varied results across the region).

Our wide open, safe spaces, vibrant events and iconic experiences proved a major drawcard for families and professional couples, who took to the road to experience an Outback Queensland holiday – many for the first time. This momentum was at times disrupted with both last minute and forward booking cancellations as Covid-related restrictions impacted traveller movements throughout the state.

Unseasonal weather across large parts of the region also affected visitation numbers, however the much-needed rain has brought untold joy to many of our communities after years of crippling drought.

Throughout the year our tactical focus has been to capitalise on this demand, stimulate visitation beyond the traditional season, unlock new markets and encourage our visitors to stay longer, spend more and return again and again.

Advocacy is key to our role and we continue to lobby for opportunities for our region.

In the face of national economic uncertainty, unseasonal weather, staff and accommodation shortages and rising fuel prices, we need tourism investment and ongoing support from the state government to give us an edge over our competitors and grow at this pivotal time.

Looking forward to 2023, our efforts will be centred on initiatives to grow the visitor economy, boost product development and capture and inspire new market sectors.

The road to recovery is ongoing and I would like to acknowledge the support, commitment and tenacity of all of our members during these challenging times.

Our strength will lie in our collective efforts to deliver the best outcomes for our region and we look forward with confidence to great times ahead for Outback Queensland tourism.

CEO would like to thank the OQTA Board, our partners and members and our team for a solid 21/22 season and we look forward to the 2023 season!

40 Outback Queensland Tourism Association Annual Report 2022/23

FINANCIAL REPORT: Elaine Jacobie, OQTA Treasurer presented the financial report for 2021/2022 Treasurer noted the following: Core Government funding has not been indexed from 2018 levels, however OQTA have been building reserves in the back to keep level of investment for our members the same.

We started the year off with $60,000 of TNF funds that were rolled over from 20/21 and this year again we were able to roll over $30,000 of our Tourism Network Funding for the 22/23 year.

OQTA were successful in securing a contestable funding grant which helped to develop initiatives focussed on digital platforms, technology and promotion. This was allocated towards the Digital Round Up that took place in February 2022.

Our Localis investment saw a small independent income stream. $10,800 which was the result of our commission income.

A big thank you to the OQTA Board for their proactive thinking and for continuing to serve members first and foremost in all decision making.

Acknowledge and thank Denise and Kelly and our book-keeper Leonie for a great job with the accounts.

APPOINTMENT OF AUDITOR: Crowe Howarth to be nominated as the auditor for 2022/2023.

Recommendation that we continue with Crowe Howarth.

Moved: Alan Smith Seconded: Robyn Stephens

CARRIED

RESULTS OF NOMINATIONS FOR MANAGEMENT COMMITTEE REPRESENTATIVE POSITIONS: The Chair announced the results received from the Returning Officer Tracey Mayhew from Crowe of the Nominations for Management Committee Representative Positions: North West: Gary Murray elected GENERAL BUSINESS: No general business raised.

AGM CLOSED: 7:28pm

41

Chairperson

Secretary

Andrew Martin

Robyn Stephens

Signed: 2 November 2022

Signed: 2 November 2022

Outback Queensland Tourism Association Annual Report 2022/23

Appendix 3 O Q TA B O A R D O F D I R E C T O R S 2 0 2 2 - 2 3

Cr Andrew Martin CHAIR and RAPAD REPRESENTATIVE Mayor, Blackall-Tambo Regional Council

Meryl Eddie SOUTH WEST REPRESENTATIVE Business Manager, Boobook Explore

Natalie Flecker DEPUTY CHAIR and SKILLS BASED REPRESENTATIVE CEO, Mount Isa Mines Rodeo

Cr Stuart Mackenzie OAM SWQROC REPRESENTATIVE Mayor, Quilpie Shire Council

Cr Sally O’Neil FAR WEST REPRESENTATIVE Mayor, Barcoo Shire Council

Steve Jones SKILLS BASED REPRESENTATIVE State Manager, Rex Airlines

Elaine Jacobie TREASURER Partner, Ringrose Button Chartered Accountants

Gary Murray NORTH WEST REPRESENTATIVE Managing Director, North West Tours

Robyn Stephens OAM CENTRAL WEST REPRESENTATIVE Event Co-ordinator, Outback Festival

Cr Greg Campbell MITEZ REPRESENTATIVE Mayor, Cloncurry Shire Council

42 Outback Queensland Tourism Association Annual Report 2022/23

Barry Weare SKILLS BASED REPRESENTATIVE Director of Operations, Cooee Traveller Tania Kernaghan OUTBACK QUEENSLAND AMBASSADOR

B O A R D M E E T I N G AT T E N D A N C E

30 August 2022

25 October 2022

2 November 2022 AGM 2 November 2022 Post AGM 17 January 2023

6 April 2023

15 June 2023

43 Outback Queensland Tourism Association Annual Report 2022/23

BARRY

TANIA

STEVE

SALLY

GARY

GREG

MERYL

STUART

ELAINE

ROBYN

NATALIE

DATE

ANDREW

OQTA Board Meeting Attendance 2022-23

APPEND IX 4

Destination Management Plan 2021-24

Destination Management Plan 2021-2024 The Destination Management Plan (DMP) has been designed to respond to the immediate challenges and opportunities presented by COVID-19 and to set in place the fundamental destination building blocks needed to generate the momentum for sustainable growth.

The plan contains three defined implementation phases which guide where energy and resources need to be channelled: Immediate response to changing COVID-19 conditions (-12 months) Establishing a recovery platform which sets in place the building blocks for destination management and marketing (12-18 months) Consolidation and longer-term planning (18 months-3 years) The DMP is underpinned by the following principles and implementation drivers: Be flexible and responsive to changing COVID-19 market threats and opportunities Embrace digital technology and link with face-to-face service outcomes Build on existing signature experiences and supporting product and service infrastructure

Leverage regional economic, investment and diversification plans Quality experience delivery and a customer first service mentality Formalise new partnership agreements with Local Government Disperse visitors and deliver economic return to the local community

from being confined at home and seeking a revived connection with family and friends, the great outdoors and life’s simple pleasures.

Visitors are selecting destinations and experiences that are trusted, clean, safe and welcoming.

In order to successfully deliver the actions identified, to build momentum

The three implementation phases are grouped into five core strategy pillars.

1. Destination stewardship (leadership and sustainable tourism) 2. Destination marketing 3. Product development and experience delivery 4. Visitor services and trade readiness 5. Enabling environment (advocacy, investment in access, transport and service infrastructure, etc.)

in the region and to ensure that Outback Queensland gains its fair share of the market in a COVIDrecovery market, a new partnership approach is needed.

Key support from stakeholders across the tourism network and supply chain is required to deliver transformational experiences and disperse the benefits that tourism can bring to

I M PA C T S O F C O V I D - 1 9 COVID-19 has created multiple impacts on the tourism and hospitality sector but it has also created an array of opportunities and possibilities. This includes fundamentally changing the way in which destinations need to engage with a new world of consumers.

regional Queensland.

As borders reopen there is an opportunity to capture the imagination of a domestic market seeking escape

Now is the time to leverage off these

Throughout the Year of Outback Tourism, the region benefited from the investment and development of a wide range of new and refreshed infrastructure and visitor experiences.

investments to bring the Outback story to life.

The full Destination Management Plan 2021-2024 is available online at www.outbackqueensland.com.au

45 Outback Queensland Tourism Association Annual Report 2022/23

Outback Queensland Tourism Association T +61 400 812 350 E admin@outbackqueensland.com.au PO Box 506, Longreach QLD 4730, Australia

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