2023 - 2027 Reviewed January 2025
STRATEGIC PLAN
OUR STORY
National Trust of Australia, Queensland (NTAQ) is a not-for-profit environmental charity and member-based organisation. We are committed to conserving Queensland’s natural and cultural heritage, special places and collections within our care, as well as the protection of native wildlife, habitats and threatened species throughout Queensland.
Delivering our mission ‘To conserve and advance our natural and cultural heritage for future generations’ is both a challenging and rewarding responsibility and is achieved through good governance practices actively followed by the NTAQ Board and Senior Management.
NTAQ is made up of a diverse and inclusive work team of over 1,000 employees, volunteers and training participants state-wide that are committed to our mission. We also partner with many community and training organisations, and other Australian charities to help achieve our goals.
NTAQ is governed by an independent skills-based Board of nine directors supported by a Nominations and Governance Committee, and an Audit and Risk Committee. We acknowledge the genuine commitment of our staff, volunteers, and members who support our charitable purpose.
Our journey has yielded a strong organisation. NTAQ was established by state legislation in 1963. In 2014, NTAQ transitioned to a public company limited by guarantee, a registered charityindependent of State and Federal Governments.
Today, we have close to 20,000 members and a portfolio of 14 unique properties across Queensland from the Currumbin Wildlife Sanctuary and Hospital in the south-east to Cooktown Museum in the far north. Our head office is located at Currumbin Wildlife Sanctuary on the Gold Coast.
Currumbin Wildlife Sanctuary is an iconic part of Gold Coast heritage and one of the earliest tourism attractions in Australia, established in 1947 by Dr Alex Griffiths as the Currumbin Bird Sanctuary. Currumbin Wildlife Sanctuary was listed on the State Heritage Register in 1995 for its significance and contribution to nature-based tourism in Queensland. The Sanctuary developed from a local interest place to feed the wild rainbow lorikeets, to an internationally recognised wildlife tourism attraction. Currumbin Wildlife Sanctuary is a multiple gold award winner at the Queensland Tourism Awards, and was inducted into the Hall of Fame in 2023. Currumbin Wildlife Sanctuary is also proud to lead and participate in several significant wildlife conservation programs.
NTAQ also operates Garima Conservation Reserve, a stunning rainforest property in the Currumbin Valley that now houses one of our most significant threatened species breed-to-release programs, the Eastern Bristlebird breeding program. Another key operation is Currumbin Wildlife Hospital, one of the busiest Wildlife Hospitals in the world. Located on site at Currumbin Wildlife Sanctuary, Currumbin Wildlife Hospital delivers much needed veterinarian services to native wildlife as a free community service. The Wildlife Hospital participates in world leading research projects to ensure that we are focused on the prevention of diseases.
At NTAQ, we aim to be leaders in heritage and conservation. We are committed to ensuring that our natural heritage is preserved including the wildlife that we coexist with.
We are committed to being leaders in heritage because we understand that so many lessons can be learned from the past. We envisage a nation that acknowledges and celebrates our First Nations culture.
NTAQ has several heritage sites all the way up to Far North Queensland, where we proudly operate Cooktown Museum, the regional museum that has been reimagined to tell the stories of this special place. We continue our work with communities in Cooktown and respect this truly unique region of our nation. The museum tells the story of when Lieutenant James Cook engaged with a Guugu Yimithiir elder who broke his traditional spear in an act of peace, and presented it to Lieutenant Cook. This story is one that every Australian should know as it is the first recorded act of reconciliation.
NTAQ is focused on the future, on advancing our educational experiences, our commitment to conservation, research and sustainability. We strive to connect with communities and showcase our Queensland heritage to the world. Our visitor sites enable us to be storytellers of our history.
Our environmental sites facilitate our commitment to habitats and wildlife. This 2023-2027 Strategic Plan guides us on the journey of future growth. It has been developed collaboratively with our Senior Leaders and Board. Our vision is to create vibrant experiences to share our message of conservation and grow supporters to help deliver on our mission. Queensland is a diverse and intriguing place and we are proud to operate special places from coastal Currumbin, to the rainforest in the Currumbin Valley, to outback Queensland, and in the Tropics.
National Trust of Australia, Queensland (NTAQ) respects and honours the Traditional Custodians of Country throughout Queensland. NTAQ acknowledges the stories, traditions and living cultures of Aboriginal and Torres Strait Islander peoples across the many traditional lands and language groups of Queensland. We thank them for caring for Country, the lands, waters, and wildlife since time immemorial.
Garima Conservation Reserve
OUR CHARITABLE PURPOSE , MISSION AND VISION
OUR CHARITABLE PURPOSE
To promote and advance the conservation, protection and understanding of Australia’s natural and cultural heritage, including the heritage of First Nations peoples, for public benefit and education.
OUR MISSION
To conserve and advance our natural and cultural heritage for future generations.
OUR VISION
To be leaders in Conservation and Heritage.
Kroombit
OUR CORPORATE VALUES
01
Authentic
We show genuine passion for our people, guests, places and our causes. We are welcoming and approachable. We are storytellers.
03 05 02 04
Responsible
We manage our organisation responsibly for a sustainable future.
Respectful
We respectfully acknowledge the Traditional Custodians of the places that we care for. We show respect to our teams, our guests, our organisational partners, and the communities we work with. We celebrate fun, diversity and help each other succeed.
Trusted
We are trustworthy and value honesty. We make ethical decisions and partner with like-minded organisations to advance our causes.
Innovative
We empower our team to be creative and openly encourage ideas without fear of failure. We value efficiency across our organisation.
OUR STRATEGIC PRIORITIES
02 Vibrant and Engaging Guest Experiences
Financial Sustainability 03 Digital Transformation
Advance Conservation and Research Programs 05 Creating a Great Workplace
The National Trust of Australia (Queensland) Board of Directors meet annually with the Senior Leadership team to review the organisational strategies under each Strategic Priority. This guides the direction and the activities for the year ahead. The National Trust Board is committed to having relevant and effective strategic goals to ensure its mission to conserve and advance natural and cultural heritage for future generations is fulfilled.
Financial Sustainability
1. Maximise day and night tourism attractions at Currumbin Wildlife Sanctuary through effective results driven marketing and sales activity
2. Secure and host unique events at Currumbin Wildlife Sanctuary and The Homestead
3. Implement effective pricing strategies including focus on dynamic demand driven pricing strategy and packaging
4. Increased focus on our retail, food and beverage and encounters and tours to drive profits to support our causes
5. Develop preventative maintenance programs across Queensland property portfolio
6. Focus on membership loyalty, retention, acquisition and benefits to support our causes, events and visitation
7. Implement NTAQ environmental services division with pilot projects to restore natural habitats
8. Ecotourism strategy expanding on ethical and educational travel (including remote teaching opportunities for NTAQ, Currumbin Wildlife Sanctuary and Currumbin Wildlife Hospital)
9. Grow community partnerships to drive membership, fundraising and sponsorships and funding opportunities
Astra Lumina
Vibrant and Engaging Guest Experiences
1. Promote Astra Lumina as a new and complementary Ecotourism attraction at Currumbin Wildlife Sanctuary
2. Upgrade guest entertainment areas and shows at Currumbin Wildlife Sanctuary including sensory and interactive educational elements
3. Review Currumbin Wildlife Sanctuary wildlife experiences including encounters, enclosures and opportunity to introduce new species on display
4. Continue to increase interpretation to effectively tell the stories of our special places statewide
5. Review the current masterplan including new facilities and precincts at Currumbin Wildlife Sanctuary
6. Review our museum properties to ensure collection items are displayed well and interpreted
7. Cooktown Museum visitor experience project continues to improve visitor flow and interpretation elements
8. Define a plan for a Brisbane office and future guest facing space to grow NTAQ brand awareness
9. Accessibility initiatives to be introduced to enhance guest visits at our sites
10. Education programming to be expanded with curriculum links – across key education properties including Wolston Farmhouse, Royal Bull’s Head Inn and Currumbin Wildlife Sanctuary
11. Reintroduce National Trust Heritage Awards in 2026 to closely align with like-minded organisations and to recognise exceptional projects and places
12. Reintroduce National Trust branded events including Trust Talks and partnering with organisations to also support the Australian Heritage Festival
Digital Transformation 02
03
1. Continue to implement the digital roadmap
2. Invest in a comprehensive and integrated HR solution to replace current system, measure team engagement, recruitment, and performance management
3. Roll out and best utilise Anchor ticketing platform to drive better customer experience and drive profitability in line with demand
4. Continue Asset Management system roll-out to ensure maintenance and compliance
5. File management and digitisation of company records remains a continued focus area
6. Launch and optimise a new Currumbin Wildlife Sanctuary website with improved path to purchase for guests and donors
Advance Conservation and Research Programs 04
Wildlife Conservation and Research
1. Continued focus on funding and scoping of the Research and Training Campus
2. Focus on philanthropy and external funding for mission-based programs
3. Explore additional breed-to-release programs and threatened species programs
4. Secure ongoing funding to expand conservation projects including scoping the Detector Dogs program
5. Continue focus on future of koala species through research, education and monitoring programs
Environmental Conservation
6. Strengthen the position of NTAQ as environmental charity by aligning with other organisations to support aligned environmental goals
7. Scope urban forest programs as a showcase for education and environmental services
8. Develop a draft sustainability plan including waste and water management
9. Expand conservation, education and training programs at Garima Conservation Reserve
Conservation of Built Heritage
10. Scope restoration project at Brennan and Geraghty Store view to open as a community space
11. Support advocacy campaigns by having strong relationships with key stakeholders, community groups and decision makers
12. Work collaboratively with Heritage Appeal properties to support the conservation of built heritage
13. Continue work on regional property masterplans at Townsville and Atherton
14. Focus on care of collection items and cataloguing of artefacts through VernonCollection Management Software
15. Strengthen our collaborative approach to working with the Heritage Department and QLD Heritage Council to support aligned objectives, reengage with QLD Heritage Council to support aligned objectives
Garima
Creating a Great Workplace 05
1. Continued focus on team value proposition, including benchmarked reward and recognition, wellness, work/life balance, engagement and the opportunity to grow
2. Continue focusing on internal building of capability to increase positive turnover
3. Ensure team structures are scalable and in line with business growth and efficiencies
4. Focus on development for all team members including our leadership team and senior specialists to meet the requirements of a growing organisation
5. Secure accredited training programs across our properties to support our objectives and improve community value of NTAQ sites
6. Enhance and develop volunteer programs to meet business expansion
7. Continue with our Innovate Reconciliation Action Plan and increase cultural understanding through ongoing training and involvement in learning opportunities
8. Identify leadership expertise, specialist skills and knowledge required for the future of NTAQ
NATIONAL TRUST QUEENSLAND PROPERTIES, EMPLOYEES AND VOLUNTEERS
Our mission is to conserve and advance our natural and cultural heritage for future generations.
YUGAMBEH ABORIGINAL DANCE GROUP
