STRATEGIC DIRECTION
2025 - 2029
Guiding the Future of Tourism in Douglas Shire
Tourism PortDouglas Daintree (TPDD) is a member-based not-for-profitorganisationfundedthrough Douglas Shire Council, industryparticipation, marketing partnerships and grants. TPDD aimsto drive a thrivingvisitoreconomythroughtargeted marketing, industryleadership, and advocacy By strengtheningthe destination brand increasingyear-roundvisitation and attracting high-value travellers, particularlyinthe shoulderand summerseasons,we supportsustainable growth and regional dispersal acrossthe Douglas Shire
DESTINATION VISION
To position Port Douglas Daintree as a world-leading nature-based sustanable destination, delivering inspirational experiencesthatattracthigh-value overnightvisitation.
OUR PURPOSE
To enrich the Douglas region through driving a thriving and sustainable vistor economy celebrating the unique natural environment cultural heritage, and local community while safeguardingthese strengthsforfuture generations.
CORE FUNCTIONS OF TPDD: DESTINATION MARKETING INDUSTRY COLLABORATION & ADVOCACY
Raisethe profile ofthe regionto driveyearround, high-value visitation alignedwith the destination positioning
Champion opportunities forthe Shire’svisitor economythrough collaboratoin, strategic partnerships, industry representation, and advocacy
DESTINATION & EXPERIENCE DEVELOPMENT
Lead commitmentto sustainabilityand inspire sustainable progress by helpingtofacilitate tourism initiativesthat enrich oureconomy, protectourenvironment, and celebrate local culture
STRATEGIC GOALS
Increase year-round visitation by promoting the region as a sustainable, nature-based destination and driving demand during shoulder and summer seasons.
DRIVE YEAR-ROUND VISITATION CHAMPION SUSTAINABILITY
Drive sustainable tourism growth by increasing high-yield visitation and industry adoption of sustainable practices, while leveraging the region’s natural assets and advocatingforsustainablyled projects.
DRIVE INDUSTRY ALIGNMENT
By promoting industry collaboration and alignment lead a sector that speaks with a united voice enhancing advocacy efforts and maximising tourism opportunities
SUPPORT DIVERSIFICATION OF TOURISM OFFERINGS
Facilitate and support the growth of diverse tourism experiences to attract a broader range of visitor segments, enhancing the region’s economic resilience and culturalvibrancy.
CREATE MEANINGFUL PARTNERSHIPS
Foster strategic external partnerships that support economic growth, environmental sustainability, and cultural enrichment building a thriving visitor economy that delivers long-term value for the region and its community
CORE FUNCTIONS UNDERPIN STRATEGIC GOALS
COREFUNCTIONS:
Destination Marketing IndustryCollaboration& Advocacy
Destination&Experience Development GOALS:
DriveYear-RoundVisitation
ChampionSustainability
EnhanceIndustryConnectivity
SupportDiversificationof TourismOfferings
CreateMeaningfulPartnerships
HOW WE’LL DO IT
OUR MISSION
To lead the marketing and industry collaboration for Port Douglas & Daintree, positioning the region as a world-leading sustainable destination We do this by uniting stakeholders, promoting high-value, year-round visitation and driving initiatives that support economic, environmental and cultural resilience.
HOW WE’LL MONITOR AND MEASURE FOR SUCCESS:
DESTINATION METRICS:
VISITATION & ECONOMIC IMPACT
Maintain a minimum of15% of Tropical North Queensland OvernightVisitorExpenditure (OVE)
SUSTAINABILITY & ENVIRONMENT
Strengthen and Expand OurECO Destination Certification
ORGANISATION METRICS:
MARKETING & CAMPAIGN
EFFECTIVENESS
Growmarketing SOVthrough maximizingAVE (AdvertisingValue Equivalent)
INDUSTRY FEEDBACK
Measure and drive member satisfaction to enhance engagement and support Deliver year-on-year 5% growth in membership
A TASTE OF OUR STRATEGIC ACTIONS...
KEY ENABLERS OF SUCCESS
1.DESTINATION MARKETING PROGRAM
Develop an annual marketing program to target identified source markets to raise the profile ofthe destination while being focused on driving shoulderand summervisitation
Leverage expand and amplify programs delivered by TA TEQ and TTNQ and drive more coop opportunitiesforindustry
Deliver enhanced PR, exploring event facilitation and enhancing digital and traditional marketing campaigns and activities
Focus on trade and consumer marketing activities to drive destinaton awareness and conversion.
2. COLLABORATION & ADVOCACY
Collaborate with Douglas Shire Council, members and industry stakeholders on the development of a new Destination ManagementPlanto alignwithTPDDs strategic direction
Foster a culture of transparency and inclusivity to strengthen the partnership between the tourism industryandthe local community.
Sustainable Funding – Explore a Tourism Levy& additional supplementaryfunding options
Partnerships – Continueto strengthentieswth DSC,TA,TEQ, TTNQ, & keystakeholders
Data, Research & Measurement–Monitordata andtrends across visitation, sentiment, and sustainability
CommunityEngagement–Transparency, inclusion and shared outcomes
A SHARED RESPONSIBILITY:
Successful tourism destinations are the result of collaboration among industry, community and government, all sharing a unified vision and working in partnership Destination performance is a collective responsibility of all stakeholders The goals outlined in this document emphasise TPDDs commitment to the overall success of the destination External factors, beyond the control of stakeholders, can impact destination performance in both positive and negative ways
·Establish regular forums that bring together community members and tourism stakeholders to serve as platforms for sharing information, gathering feedback, and discussing potential opportunities and challenges
Develop ndustry-led strategic advocacy efforts that champion industry aspirations that align with strategic goals
3. DESTINATION & EXPERIENCE
DEVELOPMENT
Support the development of an investment attraction strategy and initiatives that help drive confidenceforsustainable investment.
Work with Douglas Shire Council to develop a strategic approach to pursue identified catalytic projectsforthe region.
Support and champion the development of greater trade engagement and participation acrossthe industry
Support members to deliver new products, refreshments and upgrades
In partnership with Douglas Shre Council develop a matrix of metrics to manageably measurethe social impactoftourism