Mount Isa Tourism Development Strategy 2020-2025

Tourism Events Queensland Lisa Alexander

MOUNT ISA TOURISM DEVELOPMENT STRATEGY 2020 - 2025

Disclaimer The information contained in this report is intended to inform and should not be relied upon as a basis for investment. It is expected that any investment decisions made using these specific recommendations will be fully analysed and appropriate due diligence undertaken prior to being made.

In the course of our preparation of the Mount Isa Tourism Development Strategy 2020 – 2025, recommendations have been made using information and assumptions provided by many sources and from the methodology adopted for this Plan. The authors accept no responsibility or liability for any errors, omissions or resultant consequences including any loss or damage arising from reliance on the information contained in this report.

It should also be noted that visitation data and statistics presented in this Plan for Mount Isa is based on statistically small sample sizes and further research is recommended as part of the ongoing strategy. Definitions can vary between data sources and over time and data should be used with caution.

Table Of Contents Executive Summary

2

Introduction 5 Methodology 6 Current Situation & Key Drivers

6

Our Objectives & Key Strategic Priorities

8

Setting the Scene

9

›

The Tourism Environment Key Trends

9

›

Australian Visitor Overview

›

Queensland 13

›

Outback Queensland

13

›

Mount Isa Visitation

14

›

Average Length of Stay

17

›

Seasonality

17

12

The Potential & Importance of Tourism

18

Our Vision

20

Our Mission

21

Competitor Analysis

22

Mount Isa SWOT Analysis

27

Our Business Model Canvas

28

Target Market Segments

29

Creating Mount Isa’s Own Brand Story

33

Mount Isa Branding & Positioning

36

Strategic Priorities and Actions

59

Strategic Priority One Get the Foundations Right

60

Strategic Priority Two Make it Easy

64

Strategic Priority Three Meet Mount Isa

68

Strategic Priority Four Stay One More Night

72

Strategic Priority Five Targeted Approach to Travel Industry & Key Influencers

78

Appendix 1

81

Executive Summary The Mount Isa Tourism Development Strategy 2020 to 2025 has been developed to provide strategic direction for Mount Isa City Council, tourism industry stakeholders and the local community to plan for the destination’s sustainable development and marketing over the next five years.

Mount Isa City Council oversees the operation of major tourism infrastructure, via a Council owned enterprise which operates the Visitor Information Centre incorporating the Hard Times Mine and Riversleigh Fossil Centre; Buchanan Park Events Complex and the Civic Centre. The Mayor, Councillors, CEO and team are invested in the success of tourism to improve the local economy and lifestyle. As the custodians of key infrastructure, Council is well positioned to work with stakeholders to drive, enable and promote a collaborative, sustainable tourism industry.

However, even though Council is very much a stakeholder in the business of tourism in Mount Isa, it is not a tourism business.

To be sustainable and to develop the products and experiences expected by the market, and to sustain their delivery in a professional manner, the local tourism industry must be enabled to develop – with pipelines to skills, funding, and workable collaborative structures. Current industry organisations are largely volunteer based and membership participation, though passionate, is ad-hoc and capacity for co-ordinated actions is influenced by factors such as ongoing individual business commitments, seasonality, time-pressures and availability of funding.

This strategy has been developed with the Mount Isa City Council, key tourism industry experts and community stakeholders and is underpinned by a comprehensive situational analysis and stakeholder engagement process including an industry stakeholder survey, two brand and product development workshops, one-on-one consultation and ‘truth-proofing’ from a representative group of tourism operators and industry professionals. In developing this strategy, careful consideration has also been given to adopting a practical, sustainable approach to ensure that tourism development also contributes to the liveability of the Mount Isa community. This strategy aims to gain market share, increase length of stay and improve yield.

The vision of the strategy is to introduce and inspire visitors to Meet MOUNT ISA - a place where visitors experience first-hand, the true sense of an authentic Australian outback community – where locals are hardy and hospitable, with a sense of resilience, mateship and a touch of country understatement meets Aussie larrikin.

This strategy identifies five key strategic priorities that have been determined from consideration of findings of the stakeholder consultation process, assessment of marketing trends, and review of the current and potential regional tourism operating environment.

Tourism Events Queensland Anne Hartung

2

Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITIES

1 2 3 4 5

GET THE FOUNDATIONS RIGHT › Develop a collaborative tourism industry structure that builds pathways to skills, destination knowledge and pride › Encourage a sustainable local tourism organisation and operating structure enabled by Council to enhance, develop and deliver product, experiences and boutique events related to Mount Isa’s Four Experience Platforms. A structure which encompasses Council, stakeholders and residents to maximise the return on investment and flow on benefits to the Mount Isa community

MAKE IT EASY › Focus on each stage and touch point of the customer journey › Remove existing barriers › Help visitors uncover the secrets, refer and share

CELEBRATE - MEET ISA › Tell the story – genuine, authentic working Australia › The hub of the outback – with surprising natural attractions, heritage and culture as rich and as old as the red earth

ONE MORE NIGHT Develop innovative and contemporary tourism product and experiences to encourage length of stay › Focus on increasing occupancy and yield for the key season, developing consumer incentives to increase visitation through boutique events and experiences in the shoulder periods › Underpin new product and experiences with a local offer to ensure viability in non-peak times

TARGETED APPROACH TO TRAVEL INDUSTRY & KEY INFLUENCERS › Be seen - get on the radar › Develop a pro-active targeted approach to build reputation through recognised online influencers, user generated content and social comments from visitors › Regular product updates › Focus on reviews, ratings and responses

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3

In addition, four Experience Platforms have been identified to drive and coordinate product and experience development over the next five years:

EXPERIENCE PLATFORMS

NATURE & ECO EXPERIENCES

LOCAL PEOPLE AND STORIES

FOOD EXPERIENCES

EVENTS: MAJOR, BOUTIQUE COMMUNITY

This strategy is intended to be a living, practical document. It will need the support of the Mount Isa City Council, Mount Isa Tourism Association, the Visitor Information tourism team and key industry and community stakeholders, to achieve its objectives and priorities. The Strategy document includes tangible actions which should be reviewed annually.

IMPORTANT CATALYST PROJECTS IDENTIFIED INCLUDE: › Development of the Lake Moondarra experience - Kiosk hub for equipment hire and picnics - Eco Accommodation and Product at Lake Moondarra Recreational Reserve site › Meet MOUNT ISA’s Locals - celebrate Mount Isa’s distinct offer and personality to encourage visitor interaction, story-telling and shared content › I tinerary development - creating holiday itineraries and enhancing range of packages and bookable product › Experience development - expressions of interest for new tourism products › Meet Isa - season opening celebrations

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Mount Isa Tourism Development Strategy 2020 - 2025

Introduction OUR BRIEF The purpose of the tourism strategy is to provide strategic direction and actionable strategies to enable a collaborative, destination-wide approach to a sustainable tourism industry that meets growing needs and expectations of target visitor markets. The document includes objectives, positioning and key achievement milestones. Key components of the strategy are: › Vision and Mission › Tourism Environment › Visitor Economy Snapshot › Objectives Strategic Priorities › Competitor Analysis › Business SWOT › Strategic Positioning & Point of Difference › Business Model Framework › Strategies, Actions & Milestones For the expected vision and outcome to become reality, key stakeholders and target markets need to be inspired and enabled to take the journey.

To become invested and engage in the Mount Isa destination story and opportunities, the local community needs to understand the value and importance of tourism to their businesses and lifestyle.

Locals have the power to influence a visitor experience and destination knowledge and pride needs to be encouraged. The community needs to understand the relevance, clear benefits, experience and a return on investment. Engagement and investment are both a rational and emotional decision. The strategy therefore needs to be clear, the vision consistent, with benefits clearly explained.

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Methodology A highly consultative and researched approach has guided the development of this strategy:

DESK RESEARCH

LOCAL STAKEHOLDER QUESTIONNAIRE

LOCAL TOURISM AND BUSINESS WORKSHOPS

› A wide range of research, policies and strategies were reviewed from varied sources including: - Mount Isa Economic Strategy

› Online questionnaire seeking input on current product, brand and industry perspectives

› Held two workshops in Mount Isa with over 60 total participants

› Fact finding insights to feed into workshop phase

› A second workshop with key tourism industry leaders and stakeholders including Queensland Tourism Industry Council and Outback Queensland Tourism Association

- Tourism Research Australia

- International and National Visitor Surveys

- Department of Innovation and Tourism Industry Development tourism policy and strategies

- Tourism and Events Queensland

- Outback Queensland Tourism Association

- NW Qld Economic Diversification Strategy

- Destination management, product and experience plans and strategies from tourism organisations, peak bodies and regional councils

› One workshop with key Mount Isa Council staff

Current Situation & Key Drivers › Regional tourism figures show overall visitor numbers to the Queensland Outback have increased significantly over the past three years › Despite Mount Isa being the largest outback city in North West Queensland, distance, competition from other outback destinations and road/air access and price are challenges to capitalising on this domestic tourism growth › Mount Isa’s current reputation and positioning is largely focused on mining and rodeo, with the Mount Isa Mines Rodeo bringing more than 39,000 visitors to the region for the four-day event, with total spend in the local economy of $11m and passenger numbers into the Mount Isa Airport up 13% › The Riversleigh Revitalisation Project - $1.23m State Government funding to enhance interactive opportunities at the Outback at Isa Visitor Information Centre (VIC) in line with current visitor expectations 6

Mount Isa Tourism Development Strategy 2020 - 2025

INDUSTRY STAKEHOLDER MEETINGS › Further consultation and meetings with wide range of stakeholders including: › Tourism and Events Queensland

SITE VISITS TO CURRENT AND PROSPECTIVE OPPORTUNITIES › Site visits to key product and development prospects including: › Buchanan Park

› Queensland Tourism Industry Council

› Mount Isa Civic Centre

› Outback Queensland Tourism Association

› Lake Moondarra and Lake Moondarra Recreational Reserve proposed eco development site

› Department of State Development › Mount Isa Tourism Association › Airline partners

› The Granites

› Outback at Isa › Underground Hospital

› State Member for Mount Isa › Department of Innovation and Tourism Industry

› There’s a need to ensure that supporting activities, services and experiences are also keeping pace with visitor expectations and competitive environment › Occupancy and length of stay could be improved – there is capacity to develop product and experiences to encourage another night’s stay in Mount Isa and on the Overlander’s Way › Proof of promise and validation of consumer choice, especially given the long-distances and time needed to experience the product, is critical to sustaining new growth and essential to positive social media and word of mouth, both critical influencers in destination choice › The tourism operating environment could be more collaborative to create and realise opportunities › The community of Mount Isa is a diverse demographic of proud locals, transient workers and indigenous residents. Transient workers take their knowledge and leave rather than establishing longer term roles and relationships that could result in local economic and social benefits

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Our Objectives & Key Strategic Priorities › Drive sustainable tourism operations and product development in Mount Isa › Proactively encourage communication and collaborative relationships with the tourism industry and local business › Develop skills and capacity to proactively manage and market the destination and meet visitor expectations This was the starting point for our strategic priorities and recommendations. The following five strategic priorities have been determined following stakeholder consultation, tourism and marketing trends and review of the current and potential operating environment:

1 STRENGTHEN THE FOUNDATIONS

2 MAKE IT EASY

3 4 5

8

MEET MOUNT ISA – REVEAL AND CELEBRATE DIVERSITY, HERITAGE AND PERSONALITY

CREATE REASONS TO STAY ONE MORE NIGHT…OR MORE

TARGETED APPROACH TO TRAVEL INDUSTRY & INFLUENCERS

Mount Isa Tourism Development Strategy 2020 - 2025

Setting the Scene THE TOURISM ENVIRONMENT – KEY TRENDS Millennial Travel – the thirst for authenticity, experience over things & validation from their tribe Millennials are likely to become the tourism industry’s core customer base within the next decade, and their habits and digital and mobile connectivity and preferences for unique experiences over the owning of material things will help shape the industry. Expedia’s Global Millennial Travel study in 2016 found millennials around the world value and prioritise authentic travel experiences, but these experiences need to be recognised by their network, otherwise they lose value.

They also have the power to pursue these authentic experiences using digital sites like Skyscanner and Last Minute where they can design personalized itineraries tailored to their own preferences and interests.

Companies such as Airbnb and Home Stay allow them to interact with locals at their destinations.

For regions like Mount Isa, positive changes to working holiday visas for regional areas may open opportunities for the international segment of this market. This includes an option of a third year for subclass 417 and 462 visa holders who, after 1 July 2019, undertake 6-months of specified work in a specified regional area during their second year (Department of Home Affairs). Authentic experiences and itineraries can be offered along with immersion in local community life.

Health and Wellbeing Increasingly medical tourism and holidays associated with health and wellbeing such as health and yoga retreats are a motivator for travel or part of the holiday experience. For destinations such as Mount Isa, it is important to consider whether these types of services could be used to help extend stay.

Over-tourism - a growing desire to ‘travel for good’ for the environment The combination of a growing world population, improved technology resulting in cheaper air and sea travel and growing affluence has resulted in a tourism boom, which is putting pressure on tourism hotspots around the world. Some Australian destinations are already experiencing strains on infrastructure and amenities and socio-cultural impacts including resentment from some local communities due to the year-round volume of tourism activity, as well as peak season overcrowding problems.

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Interestingly, in the Tourism Events Queensland Social Indicators Survey in 2017, 64% of Outback residents stated that they like tourists, compared to the State average of only 46%. Another 32% of locals tolerated tourists as they’re good for the community. However, only 29% of residents agreed that they really liked the region and couldn’t think of anywhere else they would rather live, which is below the State average of 37%. This possibly highlights the challenge of fly in fly out (FIFO) and drive in drive out (DIDO) workers that are prevalent in mining communities. The impact of over-tourism can be a benefit for destinations such as Mount Isa where people are looking for more authentic, off the beaten-track experiences. However, it also important to take an active approach to monitoring the relationship between the host community and visitors to help ensure a tourism industry that prospers and is sustainable.

A Tourism Events Queensland presentation at Destination Q in November 2019 told us 89% of people care personally about protecting the planet and 92% claim they are trying to live more sustainably. Nearly two-thirds of global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs. These trends are important to product and experience development and to the content and storytelling to consumers.

Accessible Tourism Particularly in western countries with an ageing population and a growing awareness of people living with disabilities, accessible tourism is a growing market segment. Nationally, at least 1.3 million Australians with a disability have taken a day or overnight trip, representing 7% of the population. An estimated 289,000 Queenslanders living with a disability have taken a trip, equivalent to 8% of the population.

According to research by Tourism Research Australia, an estimated 25% of people with disabilities didn’t travel with lack of available facilities and costs major deterrents.

There is an opportunity for destinations including Mount Isa, to cater better to this segment. It is also important for the industry to be aware of the legal accessibility requirements when building or renovating accommodation or other tourism facilities.

The Sharing Economy & Digital Disrupters The sharing economy provides both challenges and opportunities to destinations. As it uses under-utilised assets such as homes (e.g. Airbnb) or cars (e.g. Uber) to provide services to visitors, it can arguably be a much more environmentally sustainable approach to tourism development. This can be especially appropriate for smaller, less developed destinations such as Mount Isa that may not have enough services or infrastructure for visitors and can potentially encourage dispersal around the region. From the visitor perspective, these types of services can deliver a more local experience compared to a traditional hotel or using conventional forms of transport.

Companies such as Airbnb are also rapidly increasing the opportunities to connect with visitors and so can be valuable partners for cooperative marketing activities. From a government perspective, the sharing economy can provide challenges in terms of missed tax revenue or avoiding local regulations (such as safety regulations). There are likely to be other digital innovations that will impact business as usual, residential amenity and natural environments.

This could include the growing use of artificial intelligence to select and book holiday destinations and the advent of driverless cars.

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Mount Isa Tourism Development Strategy 2020 - 2025

Social Media & User-generated Content The use of social media, user-generated content, and smartphone travel booking is transforming how visitors research destinations before and during travel and how regions are promoted. It is a key part of the visitor journey and experience.

It is therefore important for the industry to build marketing and visitor servicing strategies that capitalise on these opportunities and ensure that the industry is up to speed with social media, digital marketing and e-commerce.

User-generated information such as TripAdvisor reviews can also be cost effective tools to drive visitation. The marketplace is however very cluttered, competitive and dynamic resulting in the need for destinations and industry to develop a contemporary and strategic approach to digital marketing to reach priority visitor markets.

Nature-based, Eco & Adventure Tourism Often overlapping in both product, experience and target markets, these three types of tourism are on the rise and can deliver dollars to regional economies.

Eco-tourism style holidays and more sustainable experiences are increasing in popularity potentially due to pressure of daily life and increasing urbanization.

There are also a percentage of the market that are willing to pay more for the experience.

Ecotourism includes nature-based experiences that increase visitor appreciation and understanding of natural and cultural values and Nature-based tourism is leisure travel undertaken mostly or solely to enjoy natural attractions and engage in a variety of nature-based activities. A growing niche tourism market, Adventure tourism includes a physical activity, cultural exchange, or activities in nature with a certain degree of risk which can be real or perceived often involving exploration or travel to remote, exotic destinations often putting travellers outside their comfort zone.

All are growing in popularity, as tourists seek diversity and authentic experiences in and around local communities and nature, increasingly with the overlay of a social and environmental conscience. These trends could be leveraged in Mount Isa through the sustainable development of product and experiences at underutilised natural attractions such as Lake Moondarra and the ‘Granite’ fields.

Interestingly, tourism is growing fastest in the world’s biodiversity hot spots.

AUSTRALIAN VISITOR OVERVIEW International - The latest data from Tourism Research Australia, estimates for the year ending March 2019, there was 8.5 million international visitors to Australia, up 3% over the previous year.

These visitors stayed 271 million nights, a 1% increase over the same period in the previous year and spent $44.3 billion, an increase of 5%. China continues to be the number one source market with 1.33 million visitors, edging out New Zealand with 1.26 million. China now accounts for 27% of the total expenditure of international visitors in Australia. While the number of international visitors to Mount Isa is small, it is important to note that the demand is likely to continue to grow from international source markets, with Chinese visitation forecast to grow to 3.86 million by 2026/27.

Domestic - Domestic overnight travel by Australians was up 10% to 109 million, for the year ending March 2019. Nights also increased by 10% to reach 386 million, and expenditure grew to $74.5 billion. While overall domestic tourism is up, the length of trip continues to decline. The average length of a domestic overnight trip fell slightly, down 0.3% to 3.5 nights, while those travelling specifically for holiday purposes dropped even further with average nights down 2%. This has been an ongoing trend with the average length of a domestic overnight trip having fallen by 13% since 1999 and 8% since 2009 – potentially presenting a challenge for more remote destinations such as Mount Isa. (Tourism Research Australia has transitioned National Visitor Survey sampling to 100% mobile phone interviews - from 50% mobile phone/50% landline - to reflect current phone usage trends. The change in methodology has seen a break in series, so it is important to use caution when comparing 2019 results with previous time periods.)

Camping and Caravanning - An important segment for Mount Isa, continues to grow with the latest data showing Australians generated a total of 54.5 million nights caravan and camping in the year ending March 2019, a 6.5% increase over the same period in the previous year. The total number of trips was 12.9 million, up 8.5% over the previous year. Based on analysis from the Caravan Association Industry of Australia, 30% of all trips in regional Australia involve caravan or camping. The family segment accounted for the largest numbers of trips with 4.4 million, followed by the younger midlife couples (no children) with 4.2 million trips. Interestingly, the average RV owner in Australia is only 33 years old and has an average income of between $48,000$72,000 (RV Consumer Report 2018). Older non-working ‘grey nomads’ do account for the largest proportion of total nights (32%), just ahead of the family segment at 30%.

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Mount Isa Tourism Development Strategy 2020 - 2025

QUEENSLAND International - International visitors to Queensland have held fairly steadily; down 0.3% to 2.74 million for the year ending March 2019. Despite the flat visitor numbers, expenditure jumped 8.6% to $6 billion, with almost one in five international visitors’ dollars spent in the State. China is Queensland’s largest market with 489,000 visitors, just edging out New Zealand with 480,000. Other key international markets with more relevance for Mount Isa are the US (233,00), the UK (225,000) and Japan (208,000).

Domestic - In the year ending March 2019, there were 24.6 million total domestic visitors, up 12.2% over the previous year. Over the same period, expenditure reached $18.5 billion, up 14.4%. Interstate visitors accounted for 7.4 million visitors, up 13.3%.

OUTBACK QUEENSLAND International - An estimated 28,000 international visitors travelled to the Outback Queensland region in the year ending March 2019. This was down 2.5% on the three-year average. Given the small sample size, caution should be taken in assessing these numbers. Approximately 20,000 of the international visitors to the region were on holiday, with 2.6% average annual growth (three-year trend) for the holiday segment. Europe (including the UK), accounts for more than 1 in 2 international visitors to the region.

Despite the slight decline in visitor numbers, expenditure was up 5.7% on average over the three years ending March 2019 to $16.8m.

Domestic - For the Outback region, domestic visitation reached 1.0 million visitors for the year ending March 2019, up 7.5% on a three-year trend basis. Holiday visitors account for an estimated 35% of trips with Visiting Friends and Relatives (VFR) accounting for 16% of trips, significantly below the State average of 33%. Business travel generated 45% of trips to the Outback, much higher that the State average of 23% (December 2018 data).

Proposed eco glamping site at Lake Moondarra Recreational Reserve

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MOUNT ISA VISITATION Information informing this strategy has been drawn from a range of sources including data from the Mount Isa Economic Strategy, Tourism Research Australia data sources (International and National Visitor Surveys, Tourism and Events Queensland, Outback Queensland Tourism Association and the NW Qld Economic Diversification Strategy. Due to relatively low sample sizes, specific and robust Mount Isa tourism data is quite limited.

International visitor origin market Based on Tourism Research Australia national level visitor surveys, an estimated 11,000 international visitors travelled to Mount Isa in 2017, generating 114,000 nights. Holiday visitors accounted for an estimated 82% of all international visitors with the average length of stay in Mount Isa of 10 nights. Total spend of international visitors was estimated at $4 million, with an average spend per night of $31 and $42 in commercial accommodation. The low nightly spend indicates a high proportion of backpackers and camping and caravanners. Germany followed by France are the most significant source markets. The Visitor Information Centre data for 2018 also supports the strong skew towards European visitors. With the other category excluded, Europe accounted for over half of all international visitor inquiries. An estimated 55% of international were travelling alone, 27% travelling as a couple and a significant proportion of friends/relatives travelling together.

Domestic – Interstate visitor origin market There were an estimated 134,000 domestic visitors to Mount Isa in 2017, generating 442,000 nights.

The average length of stay was only three nights, potentially due to business travellers accounting for an estimated 48% of visitors. Holiday visitors made up approximately 25% of visitors. Domestic visitors spent an estimated $98 million in the City, with an average spend per night of $222, and $256 for visitors staying in commercial accommodation. The high nightly spend is heavily influenced by the large proportion of business visitors. Domestic visitors were most likely to travel as couples (47%) or alone (42%).

Information Centre data points to the key interstate leisure markets being NSW followed by Victoria. This suggests that the Telstra data is strongly impacted by business travellers.

While these figures reveal a steady visitor market at a total of 145,000 per year for Mount Isa, data sourced via the McKinlay Shire Tourism Strategy for the Overlander’s Way Tourism Statistical Region, taking in the Shires of Charters Towers, Flinders, Richmond, McKinlay and Cloncurry, suggests an approximate annual 353,000 overnight visitors in recent times. This indicates a large catchment of visitors travelling along the Overlander’s Way are either not reaching Mount Isa and driving alternate routes, or are not stopping in Mount Isa on their through passage and presents an opportunity to harness more of this visitor catchment by developing and promoting experiences and a compelling brand with strong visitor appeal.

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Mount Isa Tourism Development Strategy 2020 - 2025

INTERNATIONAL VISITOR DEMOGRAPHICS

Africa 5% NZ 13%

Asia 12%

UK 8% USA 7% Europe 55%

Of the 25% holiday visitors to Mount Isa, almost half of these visitors (47%) are travelling as a couple and 42% are travelling solo. The key demographics of these travellers are well-educated families or young and welleducated inner-city professionals, either single or a couple. Across these segments, characteristics tend towards confident and cultured, connected socially and technologically, clued-in to current trends and with a good disposable income for travel.

Source: VIC International Enquiries

DOMESTIC WA 9%

TAS NT 5% 5%

NSW 41%

SA 8%

VIC 29% ACT 3%

Source: VIC Domestic Enquiries

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VISITOR NUMBERS – MOUNT ISA VISITOR INFORMATION CENTRE Mount ISA VIC Enquiries

2016

2017

2018

2019

January

855

1636

2067

426

February

2918

1575

1694

1960

March

1288

2616

1840

2294

April

1083

2555

3048

2928

May

2057

3480

3384

3347

June

6195

4320

4176

3399

July

8819

4190

5511

4855

August

9502

3842

5428

4057

September

4940

2976

4055

2999

October

3486

2286

3067

2489

November

2689

1955

2375

1653

December

1903

1859

1995

1834

45735

33290

38640

32241

TOTAL

DOMESTIC VISITORS – VIC ENQUIRIES ORIGIN MARKET The domestic market accounts for most of the tourism expenditure in Mount Isa. While not statistically robust, the Mount Isa Visitor Information Centre (VIC) data identifies the origin of visitors making an enquiry at the Centre, presents a more even spread between local, intrastate, interstate and international visitors.

Enquiry data from the past few years shows a general decline in total visitors coming through from 2016.

MOUNT ISA VISITOR INFORMATION CENTRE VISITOR ENQUIRIES 6000

28%

(10892)

5000

35% (1355)

4000 3000

Interstate 23% (8732)

2000 1000

QLD 14% (5465)

0

Source: VIC Origin Market Data

Source: VIC Inquires 2019.

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Mount Isa Tourism Development Strategy 2020 - 2025

AVERAGE LENGTH OF STAY The average length of stay in Mount Isa was longest in August, potentially associated with the rodeo, followed by December and July which fall into school holidays. The shortest length of stay fell in September, followed by October and April (NWQ Digital Visitor Survey).

SEASONALITY The Telstra data indicates that peak visitation is around events and school holidays.

Data from the Hard Time Mine and Visitor Information Centre visitation shows that the peak visitation is in July and August rather than school holidays. This supports the importance of events such as the Rodeo and potentially indicates that school holiday traffic is more related to Visiting Friends and Relatives (VFR) segment than leisure traffic.

AIRPORT ARRIVALS Passenger numbers at Mount Isa Airport grew by 5 per cent in 2018/19 compared to the previous year reaching 205,682, based on data released by Queensland Airports Limited. While this is largely attributed to a rebound in the resources sector, improving capacity also supports an increase in leisure traffic.

Growth in traffic through the airport was recorded in 16 out of the past 18 months supported by highload factors out of Brisbane and increased capacity on regional routes.

June

May

April

March

February

January

December

November

October

September

August

2000 1800 1600 1400 1200 1000 800 600 400 200 0

July

HARD TIMES MINE SEASONALITY (VISITORS)

Source: Mount Isa City Council 2018/19

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The Potential & Importance of Tourism According to Tourism Research Australia around half of the nation’s tourism expenditure occurs in regional Australia. Regional tourism directly employs over half a million people in tourism related industries. Tourism is an emerging industry sector in the City of Mount Isa which is currently dependent on mining as its key economic driver. This is unlikely to change in the immediate future.

Any economy too reliant on one industry is vulnerable and not sustainable in the long-term. Plans put in place now to diversify the Mount Isa economy by investing in the tourism industry and the role the local community could play has the potential to create new employment opportunities and pathways and improve local lifestyle.

North West Queensland’s remoteness and reliance on mining and agriculture means that it is disproportionately vulnerable to external impacts such as fluctuations in commodity prices, highly variable climate and rising energy and transport costs. © State of Queensland, Department of State Development, Manufacturing, Infrastructure and Planning, May 2019.

A focus on tourism development could undoubtedly deliver a more sustainable economic future along with local lifestyle benefits in Mount Isa, but it can also drive social change.

While stakeholder consultation and TEQ research revealed a community largely supportive of tourism, consideration should be given to protecting and preserving local values, quality of life (both human and wild). Natural assets such as Lake Moondarra are currently largely enjoyed by locals and their visiting friends and relatives.

Camping, fishing and water activities are mostly restricted to those in local clubs and ‘those in the know’ with ‘secret spots’ not widely known or accessible to visitors. Opening this untapped potential is critical to developing products and experiences that deliver to visitor expectations and compete with other leading outback destinations. The successful delivery of these authentic visitor experiences will be reliant on the local community who are the face and the custodians of the Mount Isa destination brand.

Finding the right balance between local and visitor enjoyment and long-term protection of natural assets will be key to a successful, sustainable tourism approach. Proposed actions need to account for factors such as existing human and financial resources, capacity for upskilling and attraction of industry qualified and experienced staff, community messaging linked to city pride and tourism value, nature conservation and responsible practices.

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Mount Isa Tourism Development Strategy 2020 - 2025

Mount Isa forms part of the Outback Queensland tourism region which encompasses 17 other local government areas. Self-drive tourism contributes to Mount Isa’s economy and provides a major economic boost during the tourism season.

The annual Mount Isa Mines Rodeo marked its 60th anniversary in August 2019 and is a key motivator for visitation to Mount Isa. Already internationally recognised the event and its program has grown to include rock concerts, a Ball and a Council organised street event in the lead-up to rodeo which now has a much broader appeal than when first conceived in 1958. In 2019, a recordbreaking 39,933 people attended the event with more than 700 competitors.

A broader range of events and festivals may offer an opportunity to build Mount Isa’s reputation as an outback destination with a diverse offer from nature, wildlife, indigenous heritage, fossils and multi-culturalism.

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Our Vision TO OFFER EVERY VISITOR THE CHANCE TO EXPERIENCE MOUNT ISA THROUGH THE EYES OF A LOCAL. TO INTRODUCE THEM TO THE OTHER SIDE OF QUEENSLAND - TO MEET MOUNT ISA.

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Mount Isa Tourism Development Strategy 2020 - 2025

Tourism Events Queensland

Our Mission TO BE MORE THAN MINING, RODEO, AND A STOP ON THE ROAD… › To be easily found at each stage of the visitor journey › T o provide visitors the opportunity to stay and live the outback like a local, with an authentic, working outback Mount Isa experience connecting them to activities to encourage them to stay beyond one night To meet the visitor expectations through: › Q uality customer service and information › A clean, safe, well-maintained environment › To realise the tourism business potential and generate return on investment

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Competitor Analysis Understanding competitors can help to refine a key point of difference, specific messaging and set benchmarks to measure future performance. The competitive space for outback tourism is a cluttered one with regional, destination and product logos making claims on typical outback experiences and associations. Many messages are based on location or singular assets or ticking a place off the bucket list. We want Mount Isa to stand out, to have a warm personality and to be a place that people refer, recommend and return to.

Competitors can be positioned at key stages throughout the visitor journey such as destination research, ease of booking, range of similar experiences and proximity/location. Competitor factors relevant to Mount Isa include outback destinations offering: › The promise of a similar outback adventure/destination › Better or easier access – finding, booking, physically reaching › More to do and experience › Authenticity and unique appeal › Greater range and quality of accommodation – availability › Room standards more suited to potential target demographics One thing that best practice examples have in common is that they create an experience rather than just being a service. While some of the competitors have considerable investment in facilities, creating an experience is as much about the personality of a destination as it is about facilities. Three competitor destination snapshots follow.

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Mount Isa Tourism Development Strategy 2020 - 2025

Competitor Analysis – Snapshots Location Positioning, Personality and Unique Sell Attractions

Accommodation*

Amenities

› Qantas Founders Outback museum › Stockman’s Hall of Fame › Paddle wheeler cruises › Cobb & Co tours › Captain Starlight’s lookout › Powerhouse museum › Fish and red Claw the mighty Thompson river › Doggie day care (ran by the local vet)

› Accommodation choices from caravan parks and motels to deluxe heritage-inspired, self-contained options including: - 6 motels - 4 hotels - 4 self-contained properties - 8 caravan & camping options

› Swimming pool › Artesian spa › Caravan & camping repairs › Service stations › Auto mechanics › Electrical supplies › Supermarkets › Golf club › Tennis club › Child minding

Access

Activities

› Coach service/Bays ›

By Air – Daily return flights with Qantas link from Brisbane ›

By Rail – Spirit of the Outback travels twice weekly return from Brisbane to Longreach via Rockhampton › By road – 1200km from Brisbane, along either the Matilda way (sealed highway “Traversing the Real Outback” – “Fourday Comfortable drive”) or the Barcoo way 4wd trails 543km of track.

› Fishing › Boating › Bird watching › National Parks › Swimming › Dining out › Campfire dinners › Dinner & show › Paddle Steamer Cruise dinner

*This list to be used as a guide only, numbers may change

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Location Positioning, Personality and Unique Sell Attractions

Accommodation*

Amenities

› Pro Hart Gallery › Silver City Mint & Art Centre › Broken Hill Heritage Walk Tour › Albert Kersten Mining & Minerals Museum › Living Desert & Sculptures › Bush ‘N’ Beyond Gallery › Away Tours › Broken Hill Regional Art Gallery › Broken Hill Festival › Royal Flying Doctor Service › Eric McCormick Gallery › Sulphide Street Railway & Historical Museum › The Homestead Gallery › Absalom’s Gallery › Willyama Visual Arts Centre › Broken Hill City Sight Tours › Howard Steer Art Studio › Silver City Tours › Outback Astronomy › Art Confessions › Line of Lode Miners Memorial › Broken Hill Geology Centre › Heritage Trail/Sundown Nature Trail › Broken Hill Speedway

› 45 + accommodation options range from spa suites to backpacker friendly hostels including: - 3 caravan and camping parks (powered and unpowered sites) Also includes two- bedroom cabins (Tourist Park) - 8 motels - 1 Outback Resort - 1 Outback Church stay - 7 cottages - 4 hotels - 2 motor inns - 21 Airbnb listings, ranging from private room to an entire house

› Airport › Museums › Information Centre › Cemetery › Civic Centre › Library › Westside plaza › Regional aquatic centre › Spas › Wellness centre › Gyms › Service Stations › Auto mechanics › Electrical Supplies › Supermarkets › Golf and country club › Tennis association › Pistol club › Football club and field › Health facilities › Musicians club

Access

Activities

› Coach service/Bays, services available from Adelaide and Mildura. ›

By Air – Reginal Express Airlines - direct daily from Sydney & ADL. Qantas, Jetstar and Virgin offer connecting flights to Mildura from various Aus. locations. ›

By Rail – Indian Pacific provides regular rail link from Sydney and Adelaide. Country Link also provides service return from Sydney. › By road – main access roads run from Mildura, Sydney and Adelaide. Broken Hill is 300km from Mildura, 500km from Adelaide, 850km from Melbourne, 1150km from Sydney and 1550km from Brisbane.

› Swimming › Sporting activities › Shopping › Hiking and bush walks in national parks › 4W Driving › Animal watching › Day of tour company › Camping activities › See a show at Civic Centre or one of the many museums/galleries › Dinner and drinks at local motel/hotel › Explore the Day Dream mine › Watch a show at Broken Hill Speedway

*This list to be used as a guide only, numbers may change 24

Mount Isa Tourism Development Strategy 2020 - 2025

Location Positioning, Personality and Unique Sell Attractions

Accommodation*

Amenities

› Uluru (Ayers Rock) › Kata Tjuta (Kings Canyon) › East and West MacDonnell Ranges › Uluru Motorcycle Tours/Segway Tours › AAT Kings Day Tours › Maruka Arts Gallery › Desert Awakenings › Sounds of Silence Ayers Rock Resort Experience › SEIT Outback Australia Tours › Uluru-kata Tjuta Culture Centre › Royal Flying Doctor Service › Alice Springs School of Air Visitor Centre › Alice Springs Desert Park › Reptile Centre & Kangaroo Sanctuary › Pyndan Camel Tracks › Outback Ballooning/ Skydive Uluru › Outback Quad Adventures/ Mulgas Adventures › Araleun Arts Gallery › Alice Springs Telegraph Station › Olive Pink Botanic Garden › Museum of Central Australia › Festivals – Beanie, Desert, Wide Open Space, Desert Mob Aboriginal Art Festival › Henley on Todd boat race

› Accommodation varies from backpackers to eco- sensitive luxury.

› Golf club › Supermarkets › Tourist information centres › Service stations › Auto mechanics › Electrical supplies › Health facilities › Aquatic & Leisure Centre › Various sporting, gaming and fitness facilities/clubs (59 listings) › Library › Civic Centre › 4 childcare facilities

Uluru (Ayers Rock): › 3 hotels › 2 resorts › 2 lodges › 3 campsites › 1 Inn Alice Springs: › 16 camping, caravan and tourist parks › 4 backpackers › 7 motels › 8 hotels › 3 resorts › 5 B&B’s › 25 Airbnb listings, ranging from private room to an entire house

Access

Activities

› Coach service/Bays ›

By Air – Domestic flights daily Qantas, Virgin, Tiger & Jetstar.International from Europe, North America and Asia can fly direct to the Red Centre, may transfer in Darwin. ›

By Rail – Greyhound daily coaches from the Red Centre.

The Ghan offers a legendary train journey from ADL to Darwin, via Alice Springs. › By road – access via sealed road: the Stuart Highway from ADL & Darwin, Barkly High from QLD & the Lasseter Highway from Uluru. Unsealed roads (4WD): via Plenty Highway from QLD & the Tanami Road from WA

› Hiking › 4W driving › Swimming › Hot air balloon rides › Golfing › Quad biking › Camel trekking › Scenic flights › Mountain bike riding › Uluru Fork and View › Motorcycle Tours › Enjoy outback sunrise/sunset › Explore animal centres

*This list to be used as a guide only, numbers may change Mount Isa Tourism Development Strategy 2020 - 2025

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Mount Isa Tourism Development Strategy 2020 - 2025

Mount Isa SWOT Analysis STRENGTHS

WEAKNESS

› Home of the largest rodeo in southern hemisphere › Remoteness appeal for those escaping city life › Accessible nature - Fountain Springs and Rigby Falls, granites, Lake Moondarra › Riversleigh Fossil Fields & Megafauna › Gateway to outback tourism › Overlander’s Way › Hard Times Mine Underground Hospital › Existing trails/tracks e.g. bike path to lake

O

› Activities & experiences not developed or easy › Visitor expectations not being met, overpromising on experiences › Not enough activities to warrant additional night stays › Staff resources, training, community involvement › Over reliance on mining - lack of economic diversification › Lack of a centralised, resourced & structured tourism industry organisation - one voice needed › Lack of a unified destination brand and positioning › Infrastructure

S

SWOT

OPPPORTUNITES › Develop and package product opportunities, including commissionable product with focus on experiences › Interpretive walks and story-telling opportunities, including indigenous product › Develop social media platforms & website and encourage user generated content › More involvement with business community › Develop experience itineraries including short & multi-day trails › Strengthen relationships with travel industry › More diverse accommodation such as 5-star, glamping, and farm stays › Storytelling › Tailored entertainment and events › Outback at Isa - enhanced interactive visitor experiences › Drive local pride and create ambassador opportunities › Collaborate along Overlander’s Way › Tourism business incubator opportunities › Expression of interest process to create new tourism products/businesses › Improved tourism signage › Food experiences such as catered picnics › Connect/partner with stakeholders to develop opportunities such as school camps

Mount Isa Tourism Development Strategy 2020 - 2025

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THREATS T

› Seasonality affects sustainability for business › Competition from other outback destinations with stronger product offers › Ability to meet or exceed visitor expectations › Rising petrol prices and distance threaten ‘Aussie road trip’ › Cheap international airfares compared to travel within Australia › Remoteness - distance to travel › Attracting key staff › Natural disasters within region

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Our Business Model Canvas Key Partners

Key Activities

Value Proposition

› Mount Isa City Council (MICC) › State Development › North West Minerals Province › Commerce North West › Mount Isa to Townsville Economic Development Zone (MITEZ) › Department of Environment & Science › Technical & service providers › Visitor Information Centre › James Cook University › Queensland Police Service › Bus & tour companies › Tourism Industry – TEQ, OQTA, MITA, Rex Airlines › Event operators › Accommodation Suppliers › Traditional Owners

› Foundation & structure review › Improve connections & engagement across all the touchpoints › Celebrate Mount Isa with stronger storytelling › Develop product & experiences to increase LOS › Targeted approach to travel industry › Create boutique activities, events & strategies to even seasonality

› Authentic, true blue, Australian outback adventure and hospitality

Customer Relationships

Channels

Customer Segments

› Online booking & enquiry platform (VIC) › Telephone enquiries › Active database (potential) › Reviews & feedback › Local welcome – story-telling advocates – Meet Isa › Social media › Social sharing – customer to customer › Supplier relationships › Service providers

› Websites › Social media all platforms › Expert, trusted sources e.g. Trip Advisor › 3rd party booking channels › Industry › Events

› Camping couples

› S ee the other side of Queensland › Your outback hub after long desert drive/flight › There is more than enough to do to stay an extra night Key Resources › Budget › Council /tourism staff › Local businesses

› Camping families › 50+ long haul › Adventure › Events › Corporate › FIFO › Backpacker & group travel /road trip/gap year › Those who love an adventure

Potential Revenue Streams › › › ›

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Merchandise & VIC sales Commissionable product Group bookings & packaged product Grants

› Membership tiers › % of new tendered businesses contribution towards tourism industry

Mount Isa Tourism Development Strategy 2020 - 2025

Target Market Segments This strategy aims to gain awareness and market share, increase length of stay and dispersal of spend throughout Mount Isa as new experiences are developed. Target market segments are based on both Tourism Events Queensland target markets and those identified by the regional tourism organisation, Outback Queensland Tourism Association. However, given small sample sizes, this strategy recommends a new research platform for Mount Isa be developed to provide more robust and relevant information.

TEQ targets High Value Travellers, (HVT), those with a propensity to generate a disproportionate share of overnight visitor expenditure. These HVT engage in domestic leisure holidays, spend more than the average traveller (in excess of $2,000 per trip or $300 per night) and are aligned to Queensland’s competitive tourism offer. High Value Interstate travellers make up 35% of the total domestic interstate market, but account for 63% of the spend, while Intrastate HVTs account for 36% of the domestic travel market and 71% of total spend. While not all in this category will be suited to an outback holiday in Mount Isa, there are relevant key learnings and insights to inform marketing and business planning.

As access and cost of accommodation in Mount Isa can be expensive due to its remoteness, and the transient workforce driving up mid-week demand, this high value traveller could be well-suited to a leisure proposition providing key holiday factors and expectations are met.

OQTA target segments, outlined in their Outback Destination Tourism Plan 2017-2020, are based on key factors such as existing visitation to the Outback Queensland region, propensity to grow market share and where the region sits in terms of competitors.

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Tourism Events Queensland

Camping couples travelling without children › Travel as a couple in a self-drive vehicle › Typically stays 4-10 nights in region › P lanning & inspiration for Qld is friends & relatives & internet & interstate is accommodation providers, RTO & friends/ relatives › Social media preference is Facebook 70% Instagram (over 30%) › M ore than half prefer to book direct with accommodation

Tourism Events Queensland

Travelling with children Camping families › Camping families – around 10% of visitors to the region › Planning & inspiration for both Qld & interstate comes from past experiences/ been before, internet searching & travel websites › Both markets are more likely to be on Facebook (Qld 77%, interstate 68% than Instagram Qld 23% & interstate 21% › Around 60% prefer to book direct

Tourism Events Queensland

Visiting friends and relatives › Can be international and domestic visitors › Tend to be regular or frequent visitors › Typically, no spend on accommodation but will spend on experiences and eating out › Important to have engaged local community in the area’s tourism activities to maximise tourism spend in the region

50+ ‘long-haul’ travellers › O utback Queensland currently captures 44% of the total Queensland long- haul drive market › P lanning & inspiration for Qld over 50s comes from accommodation provider, travel websites & internet searches & for interstate from previous travels, internet searches and accommodation provider › M ore than 50% use Facebook, with under 10% on Instagram › More than half prefer to book direct

Backpackers and adventure group travel

Events and corporate business

› L ook for budget style accommodation – it’s all about the experience

› The Mount Isa Rodeo is a key motivator to visit

› C ompetitive segment with other competitors offering easier access

› Approximately 4% of Outback Queensland’s domestic overnight market travelling to the region do so because of events

› H ighly social – important to have activities and opportunities to meet other travellers › I ndependent, flexible travel schedules, often travelling outside the peak › Like to explore, go off the beaten track › O QTA identifies this segment as one with most propensity for growth

› Boutique events can focus on potential visitor › Interests such as food & wine, four-wheel driving, nature, history or be used to manage seasonality

› J ust under 40,000 domestic overnight leisure visitors participated in an adventure activity in 2016 including visiting a national park, bushwalking, fishing, water sports, cycling, or attending a sporting event

Drovers Camp TEQ

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QLD without kids

HVT TRAVELLERS TOP HOLIDAY IMPORTANCE FACTORS - PERCENTAGE RANKINGS › Every category considers value for money first or second priority – pricing strategies, added-value and package deals are triggers

Interstate without kids

› Less than half of every category is looking for a beach or coastal experience – experiences that are adventurous are more likely to appeal to Queensland couples without kids and unique experiences are important to both interstate and intrastate markets without kids › History and heritage are triggers for the 50+ market › All markets, except Queensland with kids, are strongly motivated by good food and wine – dining under the stars, boutique events and packages with glamping opportunities, hotels and restaurants and multi-cultural offers could all be developed and promoted

QLD with kids

Domestic High Value Travellers need to be able to tick at least one of the following factors when choosing a holiday destination in Australia: › Coastal and Beach experiences › A family holiday destination › A world class natural setting › Unique experiences that can’t be had anywhere else › A great place for touring holidays and road trips

Interstate with kids

› Availability of 4-5-star (premium) accommodation › Fish/Seafood › Adventure experiences › Great shopping › Good food and wine › History and Heritage/Arts & Culture › Availability of 4-5-star (premium) accommodation

50+ QLD

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50+ interstate

Mount Isa Tourism Development Strategy 2020 - 2025

Creating Mount Isa’s Own Brand Story

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Creating Mount Isa’s Own Brand Story Mount Isa has a proud mining heritage…

You can’t miss the smelter stacks from the zinc mine as you drive into Mount Isa, one of Queensland’s longestrunning mining towns and a real provincial hub for outback Queensland so says Lonely Planet.

But there’s more to Mount Isa than the mines…

Affectionately known as the ‘oasis of the outback’, Mount Isa is a gleaming mirage on the horizon for travellers from all directions. Nestled among the ochre- red Selwyn Ranges, on the banks of the Leichhardt River, Mount Isa is a bustling melting pot of culture and industry and home to the world’s third largest rodeo.

– Tourism and Events Queensland There’s a strong sense of community and connection to the land among the locals – local residents speak of the vastness, the geographical isolation and the rich colours of sky and earth. They’ll tell you about their resilience, their country hospitality and how they’d go out of their way to help a mate. If you go digging, there’s also Indigenous history here - these are the traditional lands of the Kalkadoon, and Aboriginal people comprise nearly a quarter of the town’s population. Then there’s the transient FIFO workforce - also part of the community, but less likely to be as invested in the city’s future, because for the most part, they don’t plan on staying.

Mount Isa with its reputation for mining and rodeos is more diverse than expected. There’s a natural environment on the city’s doorstep with untapped potential from the massive granite boulders just 15 minutes out of Mount Isa reminiscent of Karlu Karlu in the Northern Territory, to the prolific birdlife and explosions of red and orange fire as the sun sets over the sparkling blue waters of Lake Moondarra.

There is a unique blend of heritage and culture to be experienced: through the eyes of miners at the Hard Times Mine Tour; or our World War II hospital staff who prepared to nurse locals and military personnel in the event of an air raid at the Underground Hospital, by looking through the window of the Riversleigh Fossil Centre which highlights the importance of the UNESCO World Heritage Site at Riversleigh.

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Mount Isa Tourism Development Strategy 2020 - 2025

Proposed site of Lake Moondarra Recreational Facility – a catalyst project

Indigenous history can be seen around city, largely through the street art by local Indigenous artists, but this is a story that could be told so much more powerfully through interpretive signage and walks, for example by indigenous Australians in tourism roles and at the Visitor Information Centre. Mount Isa is also synonymous with all things rodeo – from the famed Mount Isa Mines Rodeo held in August, to the sidewalk plaques, saddles in the bars and array of signage proclaiming Mount Isa as Australia’s rodeo capital.

We want visitors to come to Mount Isa for more than one experience – more than mines… more than rodeo…

We want them to come to Mount Isa for an authentic ‘uniquely Mount Isa experience’. And Mount Isa’s collective experiences can pack a powerful destination punch. Tourism experiences are contagious, and travellers love to share. In Mount Isa’s case – you catch it from a local. The chance to live a little like a local, while you’re on holidays is a very powerful connector – that sense of belonging and community, the opportunity to immerse yourself in nature, heritage, history without even trying and the possibility of authentic discovery through a local’s eyes.

That’s the Mount Isa story we’d like to share.

The vision is to offer every visitor the chance to experience Mount Isa through the eyes of a local.

To bring Mount Isa’s story to life so a visitor can literally see, touch, feel and taste like a local, during their journey. Our job is to communicate the value of Mount Isa’s tourism experience to the local community and how their involvement will add to the destination experience. It also needs to be authentic, seamless and as easy as possible for the visitor to find.

We don’t need to make this difficult or too complex. It needs to be real and deliver proof of our commitment to the long-term sustainability of our tourism industry on the ground. Mount Isa has an opportunity to lead by example and work with neighbouring outback regional towns, including them on its journey.

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Mount Isa Branding & Positioning

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Mount Isa Tourism Development Strategy 2020 - 2025

WHAT YOU SAID ABOUT MOUNT ISA

The people are warm and generous

Helpful, friendly, generous, approachable locals

Warm, friendly welcoming, outback hospitality

Characters that have a story to tell

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RED DIRT

COPPER

ZINC

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Mount Isa Tourism Development Strategy 2020 - 2025

THE COLOURS OF MOUNT ISA

THE FACES OF MOUNT ISA

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Mount Isa Tourism Development Strategy 2020 - 2025

The Mount Isa Brand Pyramid

BRAND DNA

Meet Isa

POSITIONING

The other side of Queensland

PERSONALITY

Friendly, warm, approachable helpful, larrikin, resilient, resourceful

BENEFITS

ATTRIBUTES

Accessible nature, diverse experiences, welcoming locals, with stories to tell, travellers’ hub...

Diversity, heritage, history, nature rich in colour blue sky, red earth, vastness, rugged beauty, Rodeo, Riversleigh Fossils, Lake Moondarra, waterfalls...

DEVELOPING THE BRAND HIERARCHY Following the brand workshop with stakeholders and operators a brand hierarchy was developed for Mount Isa from a tourism perspective. At the base of the hierarchy are the brand attributes – the ‘proof’ needed to underpin the authenticity of the positioning and the unique selling point. The brand benefits then form part of the messaging and provide the relevance or the ‘what’s in it for me’ from the customer perspective. The personality traits given to the brand, if the brand were a person: then sets the tone and feel of the communications.

The positioning and DNA of Mount Isa’s story stems from the growing trend in visitors desiring authenticity and connection with local culture and from Mount Isa’s ability to deliver authentic, outback hospitality through its local community.

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THE NEW LOGO & STRAPLINE

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Mount Isa Tourism Development Strategy 2020 - 2025

Tourism Events Queensland Lisa Alexander

Meet MOUNT ISA See the other side of Queensland RATIONALE Meet MOUNT ISA is about a positioning and promise we can truly ‘own’ and deliver.

It’s about local - about the people. It’s also about inviting others to come and experience Mount Isa and share in outback hospitality. Stories are told through the eyes of locals, real characters with stories to tell and places to reveal. It brings locals and their businesses on the journey by making them an intrinsic part of the story. Everyone in Isa becomes a Meet MOUNT ISA ambassador.

It’s a strapline inspired by stakeholder conversations. ‘See the other side of Queensland’ has multiple meanings - it anchors Mount Isa geographically and is a call to action to explore beyond the Queensland coastline. It suggests there’s more to find, to discover on the other side. But it also speaks to personality, the other side, our side - from a local point of view.

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The type combines the colours and textures of the red dirt, copper and zinc. This ties in with Mount Isa’s mining heritage.

The sun would be yellow with a raw metal texture.

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Mount Isa Tourism Development Strategy 2020 - 2025

CAMPAIGN EXTENSIONS

MESSAGING

SOCIAL

Our overaching umbrella positioning that can be easily shared across platforms... #meetmountisa #seetheothersideofqueensland

We’ll create engaging social content where we meet Isa locals from the quirky to the inspirational

At the Meet MOUNT ISA ambassador & training program - Isa local operators and businesses will get their own name tags - “Meet MOUNT ISA Meet David’, etc.

A season opening campaign launch with activities to encourage and engage with locals who embody ‘Meet Isa’

LOCAL BUY IN

Mount Isa Tourism Development Strategy 2020 - 2025

EVENT

DIGITAL

A dedicated tourism website and Youtube channel aimed at travellers with a distinct url separate to Council will be created

Watch for the signs during centenary celebrations.

PR THE BIG IDEAS

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Social & Digital Content Meet Mount Isa MEET THE LOCALS Potential visitors will Meet Mount Isa through the eyes of local storytellers and ambassadors representing the four experience platforms. They’ll share their favourite spots and local knowledge.

Ezra Patchett

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Mount Isa Tourism Development Strategy 2020 - 2025

HOW THE NEW BRAND WORKS WITH SIGNAGE AND COUNCIL ASSETS… We audited existing branding and first encounter signage key locations Including Council owned assets the Visitor Information Centre, Outback at Isa, and Buchanan Park and the Civic Centre. Consistency and a refresh were needed.

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WE DEVELOPED THE NEW BRAND TO INTEGRATE ACROSS VARIOUS PLATFORMS TO INCREASE VISIBILITY, AWARENESS & PRIDE

Welcome Sign

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Mount Isa Tourism Development Strategy 2020 - 2025

Outback at Isa (Building)

Mount Isa Tourism Development Strategy 2020 - 2025

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Outback at Isa (Entrance)

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Mount Isa Tourism Development Strategy 2020 - 2025

Outback at Isa (Information - External)

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Outback at Isa (Information - Internal)

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Mount Isa Tourism Development Strategy 2020 - 2025

Entertainment and Tourism Venues

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Civic Centre

Civic Centre

Civic Centre

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Mount Isa Tourism Development Strategy 2020 - 2025

Buchanan Park Events Complex

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Entertainment Centre

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Mount Isa Tourism Development Strategy 2020 - 2025

Hard Times Mine Information Banner

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Tourism Events Queensland Gary Norris

Strategic Priorities & Actions

STRATEGIC PRIORITIES & ACTIONS FOR EACH ARE OUTLINED ON THE FOLLOWING PAGES. *IMMEDIATE/SHORT TERM = YEAR 1 MEDIUM = YEARS 2-3 LONG = 3+ YEARS Success of the strategies depends on the ability for them to be actioned. Timing may vary due to resources. Mount Isa City Council is responsible for sign off of actions with the MICCOE and LTO teams to be responsible for delivery.

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Strategic Priority One Get the Foundations Right A need for a more competitive experiential outback experience, sustainable funding streams, increased tourism management skills and delivery of quality visitor experiences and service, particularly in the digital space, and the opportunity to play an active role in the local community, is a key motivating factor towards Mount Isa City Council’s investigation into a more sustainable tourism industry structure. If Mount Isa City Council can build on its solid foundations, including attracting further funding for infrastructure investment, human resources and product development, it could establish revenue generating opportunities that could be invested back into the local economy leading to better quality experiences for its visitors and both economic and social benefits for its community.

The issue of available resources to deliver and maintain improved product, experiences and marketing direction is critical. Tourism is an emerging industry in Mount Isa where the economy to date is largely fuelled by the mining sector. Key product, experiences, events and activities are largely driven and delivered by the same group of people who work in their own businesses, rather than by a dedicated and professional tourism organisation. There are several stakeholder organisations working around the tourism space, but not strictly focussed on this in a full-time capacity. Creating a management structure and recruiting staff who have the potential to become invested in the community and the tourism industry is a priority.

In terms of tourism sustainability, the overall destination of Mount Isa could be stronger if major flagship businesses were encouraged to take more of a leadership role in the local tourism industry. The current structure does not promote or enable this. Small tourism businesses need versatile skill sets and staff on the ground, if appropriately trained, remunerated and skilled could be contributing to social media content, liaison with potential partners, developing products, activities and experiences, especially if guided by a unified positioning.

This strategy recommends creating a staged tourism model, connected to but independent of Council, that can invigorate and resource tourism for Mount Isa. A staged approach would allow Council to enable a more sustainable structure, with existing professional tourism staff and additional resources as needed.

This expanded local tourism organisation could be located within a revamped Visitor Information Centre.

Council is well-placed with its maintenance, infrastructure and management teams to facilitate grant applications and funding streams for tourism facilitation, such as the development of the Riversleigh Fossil experience. This strategy envisages that an annual tourism budget and marketing plan would be prepared for Council by this new- look organisation in conjunction with key stakeholders and submitted to Council for approval and performance monitoring. Support and leadership from flagship tourism businesses, such as leading accommodation providers, could lead to partnership and shared resource opportunities.

Tourism Events Queensland

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Mount Isa Tourism Development Strategy 2020 - 2025

Council has done the community a great service by investing in this process. To market and develop Mount Isa as a tourism destination to its full potential will take expertise, focus and resources. Calling for Expressions of Interest for operation of new tourism experiences, such as an eco-tourism facility at Lake Moondarra on the site of the former Lions Camp, could be a catalyst for local business expansion or for a new business to enter the local market. It could also provide a pipeline for funding human and marketing resources.

STRATEGIC PRIORITY ONE – GET THE FOUNDATIONS RIGHT Develop a collaborative tourism industry structure that builds pathways to skills, destination knowledge and pride.

Action

Priority/ timing*

Resources /Responsibility

KPI

Expand/create collaborative, coordinated tourism industry body (LTO)

Immediate

MICC MICCOE MITA MITEZ DSD North West Region

Transition group established within first half 2020

› Create a tourism structure transition group to drive the introduction of an evolved LTO comprising Council and a small representative number of key industry stakeholders › Outline a staged tourism structure model (see appendix 1 based on stakeholder and industry feedback, that clearly defines the role of Council as an enabler and an evolved version of MITA as the lead tourism management and marketing provider to achieve: - A more inclusive approach - Funding stream options including grants, foundation partner contributions - One respected tourism industry voice - Indigenous collaboration and liaison - Allocation of resources for product development, industry liaison, indigenous experiences, marketing and communications - A guiding Board composition - Staged membership model and structure to engage and develop industry and product (i.e. industry clusters, product champions)

Mount Isa Tourism Development Strategy 2020 - 2025

Immediate/ short term

Transition group MICC MICCOE

Tourism structure model announced within first half 2020

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STRATEGIC PRIORITY ONE – GET THE FOUNDATIONS RIGHT Develop a collaborative tourism industry structure that builds pathways to skills, destination knowledge and pride.

Action

Priority/ timing*

Resources /Responsibility

KPI

Stage 1: Agree on scope and role of LTO

Immediate

Transition group

Scope and role defined within first half 2020

Medium

New LTO management & advisory Board MICC MICCOE

LTO formed by end 2020

› Engage stakeholder support for proposed model › Scope of works required by new tourism management model › Define budgets for seed funding from MICC for agreed short term marketing activity › Focus on Outback at Isa as the tourism management and marketing hub for staff as well as industry meetings (in addition to enhancing its consumer- facing role). › Review of roles and required skills - Create an operational budget › Quarterly planning meetings between LTO and MICC to enhance collaboration and implement agreed action plan › Appoint key staff where applicable to drive Stage 2 Stage 2: Creating a peak tourism association › Ratify legal structure, operational and governance, funding and revenue opportunities and organisational structure › Annual work plan and budget to be developed and approved by Council for implementation

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Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITY ONE – GET THE FOUNDATIONS RIGHT Develop a collaborative tourism industry structure that builds pathways to skills, destination knowledge and pride.

Action

Priority/ timing*

Resources /Responsibility

KPI

Engage and empower industry

Immediate

MICCOE MICC

Workshops scheduled

› Set a schedule of quarterly industry workshops to encourage participation and learning such as: - Social media including content and engagement (i.e. Lauren Bath to host industry session + masterclass for local photographer/influencers) - Digital marketing including websites and online bookings - Product packaging including itinerary development and working with the trade

Industry attendance Industry feedback and future needs

› Quarterly Business to Business (B2B) product familiarisations/updates followed by tourism industry networking events

Bi-monthly

MICCOE MICC

First event in tandem with strategy launch

› Open invitation for Community to join the conversation of tourism including B2B famils

Bi-monthly

MICCOE MICC

Community engagement

› Monthly industry e-newsletter providing tips, updates, marketing opportunities, etc.

Bi-monthly

MICCOE MICC

First enewsletter in tandem with campaign launch April/ May

■ IMMEDIATE/SHORT TERM = YEAR 1

■ MEDIUM = YEARS 2-3

Mount Isa Tourism Development Strategy 2020 - 2025

■ LONG = 3+ YEARS

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Strategic Priority Two Make it Easy Understanding your customer and mapping the journey they take to find you and the touchpoints they encounter along the way, can provide a road map to conversion, loyalty and advocacy. Better understanding of existing and potential visitors identifies relevant, targeted marketing opportunities, stronger messaging and content leading to stronger awareness, interest, desirability and conversion.

Getting to Mount Isa is not easy. Nor is it budget friendly. But finding relevant information that inspires action at every touch point should be.

Designing your journey map – what we did › We engaged with staff and stakeholders to understand the journey from varying points of view › We asked Google - how easy is it for people to find you? How easy is it to find key information and to book? How do you compare to competitors? › We looked for advice - What did your customers say? How did experts rate you? What is the vibe on social media? › We did our own research - TEQ and Outback Queensland segments, Tourism Research Australia, Industry experts and reports Then we looked at your target markets – their demographics, motivations, needs, key interests and asked ourselves questions like, what do they need and want to know to make a booking and what barriers might stop that booking?

Here is a snapshot of your customer journey…

1.

AWARENESS ‘getting on the radar’

5.

ADVOCACY

‘talkability & word of mouth

4.

ACTION

from first steps to conversion

64

2.

INTEREST

THE CUSTOMER JOURNEY

inspiration over information

3.

DESIRE

‘the pre-curser to action’

Mount Isa Tourism Development Strategy 2020 - 2025

Customer journey

Aware

Interested

Desire

Action

Advocate

What they do

Check social media, read about it, ask friends

Online research Media Social

Compare reviews, images & opinion – online/social

Book online Calls for info Download maps, apps

Social post Review & rate Tell friends

What they need?

5 As Accommodation, Amenities, Attractions, Access, Activities

Their key life- stage interests & values met

Easy plan, availability, price

Easy process fast confirmation

Responsive platforms & to be heard

Barriers

Not finding info quickly

Boring Not inspirational Lack of care & content

Not finding info fast, too $ Negative reviews

Wait times on hold Unfriendly staff

No real engagement

Opportunity

Clear positioning & content

Experience based content & imagery

Targeted digital & social ads

Fast, easy booking platform

Make it easy to give feedback & ratings

Media, mobile, internet

WOM & Social

Digital, mobile, booking staff

Mobile Influencer sites

Touch points

Mobile devices WOM

User generated content

Our aim is to make each stage and touch point of the customer journey easy and to remove existing barriers.

In the critical first stage of awareness is Mount Isa and its experiences easy to find? Are they easily identifiable on booking platforms, event and review sites? How much share of voice do they have compared to competitors in region? Image rich, quality content, key words and a proactive digital and social media strategy need to be put in place to optimise opportunities to connect and engage with the two businesses.

The interest and desire stages rely on inspiring content, images and how you stack up compared to the competition. A proactive, engaging approach to encouraging user generated content on social media and influencer sites such as Trip Advisor gives potential visitors confidence that their expectations will be fulfilled. Do the images live up to the descriptions, promise and deliver value for money? Will the kids have something to do? All the questions potential customers have relevant to their needs and circumstances need to be easy to find. A site or social media platform that ‘gets’ its customers and understands their needs is very powerful. Digital and social media platforms that explain itineraries, packages and the promise of unique experiences is critical to conversion.

Mount Isa Tourism Development Strategy 2020 - 2025

65

When it comes to action in our time poor world it’s all about instant gratification and convenience.

Consumers expect to be able to book and transact on devices of their choice at any time of day. An efficient, mobile responsive booking platform is a must.

The promise of easy needs to be delivered on arrival to Mount Isa. At accommodation providers the welcome and check-in should be friendly and efficient and the provision of information and recommendations knowledgeable and volunteered automatically. Visitors have come a long way, and this should be recognised. Small touches at this point can go far towards turning tired travellers into advocates. Visitors should feel they’ve arrived – clearly defined welcoming signage on major roads into town, and key destination pointers to the Visitor Information Centre along with key information needed to enable self-discovery and make exploration easy. Sharing on social media, relevant hashtags, recommendations to local businesses should all form part of arrival and in room information. – need better welcome signage, improved visitor information – ease of booking, itineraries etc.

STRATEGIC PRIORITY TWO - MAKE IT EASY Focus on each stage and touch point of the customer journey, remove existing barriers and help visitors uncover the secrets of Mount ISA. Encourage visitors and Industry to refer and share experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Customer journey

Immediate to Medium

MICCOE MICC New LTO Team

URLs secured

› Conduct an audit, review and update of key information and opportunities to connect and act at each stage of the customer journey, particularly website, social media, booking and review sites › Consumer website - centralised, search friendly, booking enabled and content review/update - Council and tourism/visitor websites to be separated as distinct platforms with distinct audiences with any related sites redirected to new/relevant websites - URL options could include discovermountisa. com.au (Council owned) or meetmountisa.com. au (currently available) - Create an on-line visitor booking platform within the website - Develop bookable itineraries and experiences to: • Encourage length of stay • Help plan and book – potential commission/ revenue • Inspire visitors to connect with experiences • Develop and promote bookable packages • Build interactive and themed itineraries - Encourage and publish testimonials to give future guests third party endorsement from ambassadors - Include blogs and feature experiences – regular content and suggestions – why not try…, discover…, focus on different types of accommodation, events and experiences

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Web stats and booking benchmarks set and tracked Bookable product introduced Consumer tourism website live Product enquiries Visitation to website Actions leading to enquiries and bookings

Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITY TWO - MAKE IT EASY Focus on each stage and touch point of the customer journey, remove existing barriers and help visitors uncover the secrets of Mount ISA. Encourage visitors and Industry to refer and share experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Arrival signage on way to city centre

Immediate

MICC MICCOE

Improved signage by campaign consumer launch

Immediate to medium

MICC MICCOE

Visitor traffic growth and dwell time

› Improve visibility, consistency of welcome and directional signage to lift visitor experience and reflect the quality and friendliness of Mount Isa and Camooweal › New destination brand to be consistently applied across all visitor/tourism touchpoints including Tennant Creek and Camooweal Outback at Isa - Inspiration and Information › Enhanced volunteer and ambassador training programs including product knowledge, basic social media training etc.

Cafe sales and revenue

› Create an inspiring sense of welcome through arrival concierge, quality signage, clear theming, engaging displays, what’s on signboard, experience showcases, refurbishment, etc.

Audience engagement Bookings of featured products

› Ensure engaging and high-quality audio visuals are used to bring the Mount Isa experience to life › Consider reactivation of cafe including selling picnic hampers along with location suggestions for sunrises, lunch, sunsets, reusable branded water/coffee cups

Bookings and referrals

› Showcase Indigenous/local foods in cafe and retail spaces

Visitor satisfaction and feedback

› Investigate opportunity to sell tours to visitors to enhance revenue streams › Enable visitors to experience Mount Isa ‘like a local’ via on-site storytelling, hidden secrets map/advice, local guide program, walking/orientation tours, etc.

Immediate

Social media platforms › Council and tourism/visitor social media channels to be separated as distinct platforms with distinct audiences › Develop a stronger social profile and clear tourism/ visitor voice for credible engagement › Drive user generated content (UGC) via proactive social media (i.e. competitions, hosting influencers, tagging businesses, etc) that can be repurposed for other online or print opportunities › Promote channels to arriving visitors and make it clear how to share on social media platforms using preferred hashtags

MICCOE MICC

Number of followers Audience engagement levels Shared & user generated content Product and business referrals & visits Booking enquiries

■ IMMEDIATE/SHORT TERM = YEAR 1

■ MEDIUM = YEARS 2-3

Mount Isa Tourism Development Strategy 2020 - 2025

■ LONG = 3+ YEARS 67

Strategic Priority Three Meet Mount Isa Mount Isa is not yet a bucket list outback town. It is not the first town that comes to mind when thinking of an outback destination and range of experiences. And herein lies the opportunity.

Destinations known for their iconicity and uniqueness are places that people dream to visit – one day.

For example, the name Uluru, Alice Springs or Birdsville inspires visions of a quintessential Australian outback experience.

The opportunity to glimpse life on the ‘frontier’, to hear and share stories of adventure, history and heritage and to connect with things that often get lost in the day to day of life – land, family, nature.

This strategy focuses on two questions: 1. Does Mount Isa, its businesses and community live up to the expected promise and personality of an outback experience?

2. Are they equipped to tell the story?

We believe the answer to both questions are not yet, and potential opportunities include: › Creating more personality through empowered locals - Improve visitor authenticity and experiences by developing ‘cluster’ groups of local experts/ leaders and tourism staff that reflect experience platforms - Give guests a better understanding of Mount Isa by enlisting local ambassadors through a volunteer program - Enable and encourage visitors to share information and engage with each other - Feature staff and community online, in social media and on the ground and empower them with knowledge, training and incentives › Refresh Outback at Isa - roll out the welcome mat, increase interpretation & experiences at the Visitor Information Centre – make visitors feel they’ve truly arrived. › Connect visitors to each other - Provide spaces and places where visitors can naturally come together - Encourage them to share and connect with a mix of organised and self-created entertainment and activities - Reward user generated content › Live the outback – don’t just tell the story – let visitors experience it - Stories of indigenous history, local heritage, connecting visitors to information and experiences – what it’s like to live in Mount Isa, who were the early pioneers, which birds visit the Lake, where are the local watering holes

Lonely Planet says…

You can’t miss the smelter stacks from the zinc mine as you drive into Mount Isa, one of Queensland’s longest-running mining towns and a real provincial hub for outback Queensland.

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Australian Geographic cites Mount Isa as one of its Top 10 outback towns but it’s not near the top of the list. Eight other towns are in front of it – suggesting it can’t yet claim to be Australia’s outback town….

Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITY THREE - MEET MOUNT ISA & CELEBRATE THE OTHER SIDE OF QUEENSLAND Create and celebrate Mount Isa’s destination identity and personality by empowering Mount Isa locals to connect with visitors through storytelling, engagement and experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Create identity and personality – connect to locals

Immediate to medium

MICCOE MICC New LTO Team

Champions enlisted aligned with pillars

› Share consistent visual messaging and themes – Meet MOUNT ISA - via local media, e-newsletters, social media, signage, etc › Identify local champions that align with our brand message and key experience pillars (nature/wellness, local people and stories, food experiences and events) and develop agreements based on key deliverables

Immediate one by industry launch

› Offer stories through the eyes of these local ambassadors - authentic, charismatic ‘champions’ including youth – everyone has the potential to be a ‘tour guide’

Immediate to medium - examples for Industry launch

› Develop content for digital platforms and social media - tourism success stories – the real Isa › Behind the scenes tours and connecting stories › Create a training calendar that can evolve into a program to inspire and harness the passion and knowledge of local people and our champions e.g. taxi drivers, business owners, artists › Give them recognition/identity – e.g. ‘Meet MOUNT ISA’ sticker on windows › Develop ongoing Blog/Vlog – Meet MOUNT ISA Meet MOUNT ISA Tourism Advocates › Invite and train locals to be part of a Meet Mount Isa Volunteer program within Outback at Isa. › Incentivise and educate local business staff to be destination advocates by providing vouchers for tours and experiences › Before the season begins, organise a ‘tourism Weekend’ showcase of businesses and experiences for locals and industry including free/subsidised entry and tour experiences

Agreements with local stakeholders Refreshed content featured on new website Volunteer programs/ ambassadors

Immediate/ short term

Campaign launch Campaign launch Immediate to medium

MICCOE MICC New LTO Team

Local business & industry engagement Participation Attendance Survey Survey results

› Develop awards and incentives to encourage learning and a customer service focus

Mount Isa Tourism Development Strategy 2020 - 2025

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STRATEGIC PRIORITY THREE - MEET MOUNT ISA AND CELEBRATE THE OTHER SIDE OF QUEENSLAND Create and celebrate Mount Isa’s destination identity and personality by empowering Mount Isa locals to connect with visitors through storytelling, engagement and experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Let visitors live the Mount Isa story

Immediate to medium term

MICCOE MICC

Visitation at key sites

New LTO Team

Signage at key locations

› Introduce visitors to the hidden gems’ & local knowledge via Outback at Isa, social media, website blogs, PR etc. › Quirky directional signposts & interpretive signage to reveal unexpected finds – starting at Outback at Isa

Cluster groups

› Stories of history and culture shared on website, across social media, in local accommodation, in local businesses, via podcast, community radio, YouTube, etc › Create and work with local cluster groups, for example with Indigenous artists and Department of Aboriginal and Torres Strait Islander Partnerships DATSIP) to develop local Indigenous culture and experiences at Outback at Isa

Local indigenous culture represented at

› C reate a content calendar to share insights into living in a working, outback community – Meet MOUNT ISA, for example - Interviews and comments from locals for website and social media - Meet our Indigenous artist, miners, pastoralists - Outback stations what’s behind the gates - Multi-cultural food and wine/bush tucker Celebrate history and heritage – laneway and landmark program › Activate local city spaces and places and connect through umbrella hashtags #MeetMountIsa #theothersideofqueensland › Visually tell the stories through artwork on key landmarks, laneways and sides of buildings › Activate empty shop fronts and run-down areas with art creating a backdrop for selfies, pop-up events and activities…

- Spinifex – resilience and remedies - The underground hospital

70

Story telling in place across multiple platforms generating awareness and enquiries

Outback at Isa Updated, accurate calendar with refreshed information

Immediate to longterm

MICCOE MICC New LTO Team Cluster groups

Number of activated spaces # use

Local business operators

Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITY THREE - MEET MOUNT ISA AND CELEBRATE THE OTHER SIDE OF QUEENSLAND Create and celebrate Mount Isa’s destination identity and personality by empowering Mount Isa locals to connect with visitors through storytelling, engagement and experiences; and creating places.

Action

Priority/ timing*

Resources /Responsibility

KPI

Let visitors live the Mount Isa stories - Identify a suitable panel of artists to create vision to tell stories such as the story of the Founding fathers - Leslie Urquhardt /John Campbell Miles

Medium term

LTO MICC MICCOE

Funding model in place Artist panel in place

Immediate to longterm

MICCOE MICC

On ground examples

New LTO Team

Industry take up & participation

› Storytelling through art on walls & spaces Explore 3-way funding model - business, council, landowners - to support mural/arts program › Identify a suitable panel of artists Enable others to share and tell the story Enhance opportunities for visitors to communicate with each other › Create places & spaces where visitors can interact & tips can be shared - ‘Campfire’ events & stories that can work across various locations from Outback at Isa to campgrounds, to festivals and foyers e.g. stories around the Lake, birdwatching - Happy hours, sunset by the Lake - Daily program/quote/must do/see at VIC - Create a unique Mount Isa backdrop with social media tags to encourage shares - Reward user-generated social media content - Celebrate milestones, and local success - Engage social media influencers to help share Meet MOUNT ISA stories Calendar of activities and experiences with local twist

Cluster groups Local business operators

Immediate to medium

› Create an activities program/calendar at key visitor locations

(i.e. caravan parks, Lake Moondarra, Granites, Outback at Isa) such as: - Campfire night - Stargazing - Indigenous talk

MICCOE New LTO Team Cluster groups

Calendar of activities & content in place Use of branding with stakeholders

› Create trail and station network – bike track etc that links to nature, lake, birdlife › Introduce destination branding/themes to existing and future events

■ IMMEDIATE/SHORT TERM = YEAR 1

■ MEDIUM = YEARS 2-3

Mount Isa Tourism Development Strategy 2020 - 2025

■ LONG = 3+ YEARS

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Strategic Priority Four Stay One More Night Tourism success is about much more than numbers. It’s also about the type of visitor and what they do when they’re in town. Currently Mount Isa’s visitor market is skewed towards corporate and fly-in-fly out workers and those visiting friends and relatives (VFR). These two markets have distinctly different needs and interests. The corporate FIFO market, for example while valuable to the accommodation and food and beverage operators, typically won’t partake in tour and experiences, however the VFR market may.

This strategy is concerned with value or yield, rather than numbers and therefore targets the higher value domestic holiday market and their length of stay. Strategies focus on High Value Travellers as part of our target market mix.

Mount Isa should be a ‘must visit’, top-of-mind, destination point for visitors on an Australian outback journey. It has the potential to offer a range of visitor attractions and experiences a to encourage and extend length of stay. Just as importantly, tourism destination management, marketing, content, local ambassadors and improved communications can act as ‘enablers’ to connect visitors to the story of Mount Isa. Opportunities could include commissionable products, such as one-night glamping in the desert, eco-glamping by the Lake or itineraries that include 4WD tours to navigate nearby but lesser known attractions, such as the Granite park.

Cluster Groups built around our Experience Platforms are proposed to drive and coordinate tourism product and experience development over the next five years. The aim is to provide experiences that meet visitor expectations and give reasons to stay at least one more night in Mount Isa. Cluster groups made up of local experts, business leaders, innovators and tourism staff would be created to work together develop and promote product and experience opportunities for nature and eco, local storytelling, food and events.

Deluxe cabins, glamping, and boutique events and experiences built around nature, indigenous culture, local stories and a diverse food offer can be used to attract higher yielding and niche visitor markets to achieve more sustainable tourism outcomes.

EXPERIENCE PLATFORMS

NATURE & ECO EXPERIENCES

72

LOCAL PEOPLE AND STORIES

FOOD EXPERIENCES

EVENTS: MAJOR, BOUTIQUE COMMUNITY

Mount Isa Tourism Development Strategy 2020 - 2025

The situational analysis and stakeholder engagement process undertaken to inform this Strategy confirmed the need to: › Understand and define Mount Isa position and offering in the marketplace relative to competitors and visitor expectations and develop strategies and opportunities to address identified gaps and potential product enhancements › Understand existing tourism product and experience gaps and collaborative opportunities and determine strategies to achieve new product development and sustainable business opportunities across key experience segments including nature-based tourism, Indigenous tourism, food, heritage and history, and events › Identify opportunities where Mount Isa and Camooweal can collaborate with the other Overlander Way towns of Charters Towers, Hughenden, Richmond, Julia Creek, Cloncurry, and Tennant Creek to facilitate new markets, extended length of stay and regional dispersal based on agreed priority experience segments › Leverage the potential of Mount Isa’s considerable and accessible natural attractions through the development enhancement and promotion of new product, packages, itineraries, significant drives, waterfalls, waterholes, Lake Moondarra recreation, tracks and trails that encourage length of stay and connect visitors to distinctive nature experiences and attract an appropriate mix of visitors (e.g. grey nomads, adventure, young families, travelling couples, events, adventure and special interest/educational › Further develop existing and potential strategic relationships and product opportunities with stakeholders and industry to develop and promote immersive and nature-based experiences.

Focus should be given to the Megafauna Riversleigh Fossil experiences with the Department of Environment and Science; and Lake Moondarra recreational opportunities with the Mount Isa Water Board and existing local clubs, such as the North West Canoe Club

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› A targeted approach to potential for new and evolved product is recommended – key opportunities include: - Revitalisation of stargazing, and astronomy tours and experiences at key locations such as Granites and the observatory at the former Lions Park site, Lake Moondarra, where a roll off roof design building houses two telescopes - A 4WD tour to access trails, waterfalls and nature-based experiences - Drive, mountain bike, walking and running itineraries, products & packages that connect with attractions within Mount Isa and beyond, particularly on key drive routes such as Overlander’s Way - Further building of Indigenous product and packaging working with Kalkadoon and IndjalandjiDhidhanu - Special interest tourism such as bird-watching – potential for guides and itineraries and to build hides and interpretive signage at key locations - Products for the adventure and eco-tourism market including Lake recreation and accommodation, kayak and 4WD tours - Boutique events to celebrate multi-culturalism and season opening – Meet MOUNT ISA day

PRIORITY SECTOR OPPORTUNITY Tourism Events Queensland cites Aboriginal culture, along with Torres Strait Islander Culture, as a significant opportunity to build a strong advantage over competitor destinations. Indigenous tourism experiences are also a central component of Tourism Australia’s marketing activity to international consumers and trade partners. Queensland Tourism Industry Council (QTIC) figures show demand for Indigenous tourism experiences in Queensland at a five-year high with a rise in domestic and international visitors seeking cultural experiences as part of their holiday. (QTIC) Chief Executive Daniel Gschwind said in a recent statement, this growth was reflective of a global trend of travellers seeking products unique to a destination with domestic tourists experiencing Indigenous arts, crafts, cultural displays or an Aboriginal site or community growing by 41 per cent from 2013-14 to 2017-18.

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Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITY FOUR - STAY ONE MORE NIGHT Develop innovative and contemporary tourism product and experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Proactive Catalyst Experience Development

Immediate

MICCOE MICC

EOI documents prepared EOI process begins

› Call for Expression of Interest – new tourism products and experiences - 4WD nature tours linking with stand-out sites that are hard to access (waterfalls, Granites) - Mobile pop-up food and equipment hire at Lake Moondarra

- Sunset boat cruise operation at Lake Moondarra - Guided walking or cycling tours - Craft brewery or distillery - Wellness event › Develop a PR and incentive campaign targeted at entrepreneurs and start-ups to generate interest in boosting new catalyst projects Create eco-glamping accommodation product at Lake Moondarra › Review previous relevant reports (such as “Assessment of commercial tourism opportunities at Lake Moondarra” commissioned by MITEZ) to identify past opportunities and constraints. › Clarify potential sub-leasing options for MICC leased Lake Moondarra Recreational Reserve site › Consult with relevant stakeholders in developing a project brief & core working group - with Project Manager › Develop a staged approach to development commencing with circulation of project brief and calls for initial expression of interest that include concepts and credentials › Candidates short-listed & invited to present business case. Successful candidate to work with core working group

Number of EOI enquiries received At least one initiative in place by campaign launch Medium term

LTO

Immediate to long term

MICCOE MICC

EOI documents prepared

Staged introduction

New LTO

EOI process begins

Announce at Industry Launch

GM/Board Mount ISA Water Board & other key stakeholders

Number of EOI enquiries received Working group established with timelines EOI process launched, development of business case Funding model & KPIs agreed

› The successful working model would need to: - Cater to the local market as well as visitors to ensure sustainability/viability - Have site access to road, power and water - Have security of tenure and a negotiated term

Mount Isa Tourism Development Strategy 2020 - 2025

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STRATEGIC PRIORITY FOUR - STAY ONE MORE NIGHT Develop innovative and contemporary tourism product and experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Immediate to long term

MICCOE MICC LTO Core working group

Agreed milestones established

Immediate One experience for campaign launch

MICCOE MICC

Positive feedback from experiences

Develop the Mount Isa Trails network - Link existing landmarks and tracks via infrastructure/signage, centralised web platform, touring apps, itinerary builders etc.

- Work with locals & landowners to develop a “What’s behind the gate?” product that connects visitors to locals and bespoke experiences – farm stay, glamping/ camping on properties – commissionable product - Review boardwalk/trail opportunities including at Clearwater Creek with interpretative signage highlighting turtles, freshwater crocodiles

Medium

MICCOE MICC

Unique self-guided/guided tours & hire equipment

Medium

- Consider including staged options such as first stage glamping before significant capital expenditure - Determine demand - e.g. through survey from the local tourism body how often locals/visitors would be likely to use any proposed development

Outback at Isa – the gateway to experiences › Curate a calendar of experiences that can be booked and showcased at Outback at Isa - Star gazing – Lake Moondarra - Indigenous art classes, story telling - Camp cooking – campfire stories – local caravan parks, Granites - Indigenous stories

New LTO /MITA

Glamping product introduced and supported

Cluster groups

› Enable social interaction & opportunities

New LTO /MITA Cluster groups

MICCOE MICC

› Scope electric/bike tour or hire – connect to trails

New LTO/MITA

› Develop itinerary with uniquely Mount Isa content and stories

Cluster Groups

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Bookable product created Visitor numbers

Bookable product created Visitor numbers

Mount Isa Tourism Development Strategy 2020 - 2025

STRATEGIC PRIORITY FOUR - STAY ONE MORE NIGHT Develop innovative and contemporary tourism product and experiences.

Action

Priority/ timing*

Resources /Responsibility

KPI

Itineraries, experiences & connections

Immediate to medium

MICCOE MICC

Itineraries produced & introduced

› Develop itineraries around the four experience pillars that demonstrate there is more than enough to do in Mount Isa to stay more than one night for example:

New LTO/MITA Cluster groups

› New 4WD themed tour itineraries

Visitor numbers

› Nature and eco experiences - local secrets

Length of stay

› Food experiences - where to eat local

Visitor surveys

Strategic partnerships › Develop opportunities with Mount Isa Water Board and existing/potential operators to promote nature-based experiences

Immediate to medium

New LTO

› Explore ‘Plus one night’ experience such as overnight glamping in desert – access for those without 4WD Product & experience packages › Scope and develop bookable tour packages with local businesses and neighbouring regions: - Food & wine – e.g. picnics in nature - Glamping - Off the beaten track - Aussie Pubs - Camooweal Drovers Camp - Adel’s Grove - Lawn Hill Gorge - Indigenous cultural and food tours

MICCOE MICC

New product & experience created & delivered

Cluster groups

Immediate to medium

MICCOE MICC Cluster groups

Bookable product that meets demand & expectation Visitor surveys Visitor numbers Length of stay

› Develop seasonal event packages from major events through to local markets, pop-up laneways, live music events

■ IMMEDIATE/SHORT TERM = YEAR 1

■ MEDIUM = YEARS 2-3

Mount Isa Tourism Development Strategy 2020 - 2025

■ LONG = 3+ YEARS

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Strategic Priority Five Targeted Approach to Travel Industry & Key Influencers A pro-active targeted approach with even a limited marketing budget is likely to provide a good return on investment. Generally, the travel industry works best when they are incentivised with commissions.

Typically, commissions range from 10% up to 30% when dealing with the international market that work through in-market travel agents, wholesalers and then Australian based inbound operator’s/destination management companies.

Online Travel Agents (OTAs) are increasingly gaining market share as well as popular hosting sites such as Airbnb and Stayz. These sites take commissions but also invest heavily in marketing and are increasingly the first port of call for a consumer looking to book accommodation.

With the accommodation offers having high occupancy due to corporate and FIFO demand, there is the potential to call for expressions of interest and incentivise a new accommodation offer, e.g. eco-tourism glamping at Lake Moondarra Recreational Reserve, Lake Moondarra.

To stand out in the outback space, it is important to ensure a highest possible profile via Outback Queensland Tourism, Tourism Events Queensland and Tourism Australia. An effective way to do this is to prepare a destination fact sheet that can also be used for the travel trade which can be a short (6-8) pages well formatted document that provides the basic information (how to get there, weather, best time to visit, transport options, accommodation options) but also the top ten things to do, top places to eat etc.

Any new product or experiences should be highlighted. This could form the basis of an annual in person presentation to Tourism Events Queensland, in conjunction with Outback Queensland Tourism. This fact sheet can be sent to travel industry partners and other influencers including Tourism Australia and media.

Regular communication, including media releases and social media content can also be targeted at the travel industry and other key influencers to make sure the destination remains on people’s radar.

Influencers, social content and online presence Mount Isa needs to build a reputation through recognised online influencers and social comments from visitors.

Previously a destination would need to attract the “trade press” via famils and promote itself at tourist industry events. While these strategies are still relevant, the key to getting noticed is now to be found in internet searches and on personal social feeds. Fundamental to getting noticed and building social and digital cut-through are quality images. Mount Isa needs a centralised, higher profile digital presence – it does not feature strongly on searches.

Travel blogs, industry and media websites now favour the visual – high quality series of photos or videos are accompanied by text rather than long journalistic articles. To become known and to become attractive to these publishing platforms, Mount Isa will need to have engaging, targeted content - regular stories illustrated by images that make people want to share in these authentic experiences. Umbrella hashtags, links and shares, along with matching content to key influencer interests are all part of a proactive social media strategy.

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Mount Isa Tourism Development Strategy 2020 - 2025

As authenticity and not over-promising and under-delivering is so important to our Mount Isa tourism strategy, images and comments need to be encouraged from locals - “real people” sharing a moment on Instagram, Facebook or Twitter and telling all their friends that Mount Isa is the place to be to experience something unforgettable. This user generated content needs to be highlighted, encouraged and rewarded.

The thousands who visit the Mount Isa Rodeo should be further encouraged to become avid social media sharers who love to tell everyone what they are doing and where they are. Mount Isa tourism and event organisers would work together to highlight ‘Meet Isa’ stories to integrate the event into the overall destination message and positioning. These numerous event influencers will drive online potential guests to the social media and booking platforms and will boost the visibility of Mount Isa. A further building block towards a more visible online presence will be a stand-alone website with itinerary building and booking capacity that links from current Council offer.

PRIORITY FIVE: TARGETED APPROACH TO TRAVEL INDUSTRY & KEY INFLUENCERS Be seen - get on the radar by developing a pro-active targeted approach to build reputation through recognised online influencers, user generated content and social comments from visitors.

Action

Priority/ timing*

Resources /Responsibility

KPI

Influencer social & digital channel inventory

Immediate

MICC tourism team - assign or contract social media

Number of followers & engagements

› Audit of key influencer digital & social media channels, relevant hashtags, key words, high performing posts › Key contact details for distribution › Themes, features, timing & deadlines to inform own content mapping plan

Mount Isa social media asset inventory

Famils with key industry stakeholders Immediate

› List of all digital & social media channels, platforms & relevant #meetmountisa #theothersideofqueensland

MICC tourism team - assign or contract social media

› Create stand-alone social media & digital profiles (separate to council) and update content – profile, positioning, images

› Identify key contributors & agreed schedule – recruit local instagrammers, photographers etc. › Key stories, messages & themes mapped out for each channel each month

e.g. Meet the other side of Isa - experiencing/ photographing lesser-known assets like Lake Moondarra and Granites › Weekly content capture, distribution & posting – key content and channels

Option to benchmark when own identity established Profile, awareness & engagement

› Register/create missing channels e.g. YouTube Monthly editorial & content mapping plan

Influencer engagement

Immediate - part of campaign launch

MICC tourism team - assign or contract social media

Content plan Relevant engaging content & stories - other side of ISA User generated content Engagement levels and actions

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PRIORITY FIVE: TARGETED APPROACH TO TRAVEL INDUSTRY & KEY INFLUENCERS Be seen - get on the radar by developing a pro-active targeted approach to build reputation through recognised online influencers, user generated content and social comments from visitors.

Action

Priority/ timing*

Resources /Responsibility

KPI

Target social media influencers and grow engagement

Immediate to medium

MICCOE MICC - assign or contract social media

Influencer content & engagement linked to pillars

Medium

MICCOE MICC / new LTO

Stakeholder awareness & engagement

Immediate

MICCOE MICC / new LTO

Stakeholder awareness & engagement

Queensland Tourism Awards Enter the new Fossils Attraction into the Tourism Awards. this is useful to increase professionalism and the profile of the experience

Medium (pending timing)

MICCOE MICC / new LTO

Inclusion in the Awards Results

Build the range of bookable product

Immediate to long term

MICCOE MICC

Increased quality product offerings

› Target list of key influencers by category aligned with experience pillars e.g.

- Adventure/nature/birdlife - Long haul touring – grey and not-so-grey nomads - History & culture - Food - Wellness › Inventory of influencer’s # keywords and tags to get on the radar with target audiences › Register/create missing channels e.g. YouTube Destination fact sheets › Develop destination fact sheets highlighting experiences and flagship businesses to grow business via industry networks (e.g. TEQ) Regular updates to key tourism organisations › Target and develop relationships with key TEQ OQTA and TA staff and provide annual product updates including: - Lake Moondarra experiences - Extensive wildlife /birdlife – key species - Activities, experiences & hire equipment - Packages & tours - Events

› Conduct an audit of current product that is bookable via domestic and international trade › Consider a trade ready program for local operators that educates on how to work with the trade and aims to create more bookable product, lifting profile and providing another avenue for sales

Cluster group

80

Increase in enquiries Booking numbers

› Target relevant trade partners, including Australian based Inbound Tour Operators, for familiarisations to experience bookable experiences and unique Mount Isa experiences

■ IMMEDIATE/SHORT TERM = YEAR 1

New LTO

■ MEDIUM = YEARS 2-3

■ LONG = 3+ YEARS

Mount Isa Tourism Development Strategy 2020 - 2025

Appendix 1.

PROPOSED STRUCTURE – STAGED APPROACH Develop a coordinated tourism industry through a staged approach

STAGE ONE

STAGE TWO

GENERATE CLOSER COLLABORATION BETWEEN INDUSTRY AND COUNCIL:

STRENGTHEN LOCAL TOURISM ASSOCIATION TO BECOME THE PEAK TOURISM BODY

› Quarterly planning meetings between Council and the Local Tourism Association › Quarterly joint industry networking nights could be funded through memberships › Proactively engage with stakeholders that may have not been previously engaged › Provide “seed” funding to Local Tourism Association to implement a specific activity from plan to build credibility, trust and capacity › Produce regular industry newsletter and maximise communications via social media and local PR › Review current Local Tourism Association articles of association including membership structure and board composition

› Council to identify budget/potential funding streams for the Association › Association to identify other revenue opportunities including membership, tiered membership, sponsorship and fee for service › Review legal structure/articles of association/governance and board membership so that it is driven by the tourism industry with oversight from Council – pending roles/model/structure agreement › Local Tourism Association Board develops an annual work plan that is ratified by Council › Develop simple standard operating procedures for Local Tourism Association and identify HR requirements › Council provides funding based on agreed plan › Recruit staff and begin implementing annual work plan

Tourism Events Queensland

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