SUMMARY - Product and Experience Development Plan

Product and Experience Development Plan Summary 2019 – 2024

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Last Updated: 3 Oct 2019

ABORIGINAL SHIRE COUNCIL

Contents PAGE

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Welcome

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Key Partners Our Vision The Strategic Pillars

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The Destination DNA

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Target Markets Measures of Success

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Destination Enabling Projects

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Priority Products and Experience Development

Welcome The Townsville North Queensland Product and Experience Development Plan sets the strategic direction and priorities for the Townsville North Queensland tourism industry for the next five years (2019-2024). The Townsville North Queensland Product and Experience Development Plan identifies key infrastructure and enabler projects and provides a strategic direction for product development and marketing to the Free and Independent Traveller (FIT).

This plan will be monitored and reviewed by the Tourism Working Group with additions and amendments made as required.

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Key Partners T ownsville Enterprise T ownsville City Council B urdekin Shire Council H inchinbrook Shire Council C harters Towers Regional Council P alm Island Aboriginal Shire Council T ourism and Events Queensland T ourism Magnetic Island M ore than 160 stakeholders were engaged as part of the development of this plan

The Strategic Pillars he key priority areas for Townsville North T Queensland are: C ruise Attraction: increasing visitation from the cruise sector and enhancing the regions cruise ready products E du-tourism: securing new educational group tours and expanding the source market of these groups A viation Attraction: increasing air access and capacity to Townsville T rade Partnerships: increasing trade ready products in the region and re-establishing trade relationships to improve the destinations exposure both domestically and internationally E vents Acquisition: securing high value events for the destination and leveraging these events for destination marketing opportunities D estination Marketing: inspiring travellers to visit Townsville North Queensland and growing awareness of the destination for leisure travel  04

Our Vision For Townsville North Queensland to be renowned as a world class tourism destination.

The Destination DNA The DNA is the ‘heart and soul’ of the destination and could be referred to as the brand essence.

DNA represents a core set of elements that target markets think of in relation to the region. The vision for Townsville North Queensland’s destination DNA is defined in the below core promise:

The Core Promise of Townsville North Queensland Townsville North Queensland is a place where all of Australia’s most iconic landscapes merge. From the awe of the outback, to the magic of the Great Barrier Reef.

Discover the wonder of the rainforest or enjoy endless summer days on a tropical island. Immerse yourself in unspoilt nature, uncover your very own perfect paradise in Townsville North Queensland and meet the local characters who call this place home. This is a place where active minds explore and dive deeper, it is here you can leave more than just footprints, it’s where you can leave your legacy.

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Target Markets This strategy is focussed on markets travelling to the region for leisure, not business, and arriving as a Free and Independent Traveller (FIT), not organised groups. Within this band, the target markets for the whole region are:

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DINKS (Double Income No Kids) HVT (High Value Travellers), sourced from Sydney, Melbourne, Brisbane and Regional Queensland.

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50+ Empty Nesters HVT sourced from Sydney, Melbourne, Brisbane and Regional Queensland

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Key international markets across both sectors include New Zealand, Singapore, UK, Germany and USA

There are several market segments important to the region that have been selected as secondary target markets: Single

Income No Kids (SINKS), including youth adventure. Acknowledging the existing strong destination competitors (ie. Cairns and Whitsundays).

Travelling

with children: market has limited growth potential due to restricted travel periods in school holidays.

The

Asian market is considered an emerging market for Townsville North Queensland.

The following segments have their own niche marketing and product strategy, and so are not targeted in this Plan: EduTourism

and International Study Abroad Cruise

Events

Sporting

Groups Conference/Business

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Measures of Success Overnight Visitor Expenditure: Growth in overnight visitor expenditure and exceeding the Queensland average for expenditure per visitor/per night.

Tourism Sentiment: Increase in positive tourism sentiment to exceed the average of our competitor set (as measured by Destination Think’s Sentiment Index).

Destination Development: I ntroduction of 2–4 new or reinvigorated products/ experiences annually Annual growth in regional attendance at the Australian Tourism Exchange and subsequently increase in number of trade ready experiences Growth in number of operators featured in Tourism and Event Queensland’s Best of Queensland (BOQ) program

Destination Enabling Projects Destination enablers are projects and/or strategies which will be undertaken with stakeholders and tourism operators to strengthen the destination’s DNA, improve destination accessibility and awareness and enhance the visitor experience.

Increased airline capacity and routes: To further support efforts in aviation attraction and to enhance the visitor experience on arrival to Townsville, Townsville Airport is currently undergoing an airport redevelopment which will make the facility a more modern, welcoming and efficient terminal.

Townsville Marine Precinct: A major transformation of Townsville’s ferry and bus transport system, the Marine Precinct development will include new ferry berths, facilities for buses, a commercial precinct and a brand new 90-room hotel.

Magnetic Island 2030 Tourism Vision: Magnetic Island’s public infrastructure requires a review and upgrade given the current community and visitor demand. The development of a master plan for tourism on Magnetic Island would provide a strategic blueprint of capital works for programs that improve the infrastructure and tourism experience across the island and will assist in attracting private investment on Magnetic Island.

Townsville – North Queensland Stadium: The North Queensland Stadium is centrally located in Townsville City with 25,000 seats.

It will be the best practice, multipurpose, regional stadium which will launch at the start of 2020.

Hinchinbrook – ‘All tides’ access at Dungeness: Increased accessibility of the Enterprise Channel at Dungeness to attain all-tide access and safe passage for boating vessels.

Palm Island – Readiness and Resilience Program: This program will seek to realise the untapped economic potential of Palm Island and leverage from the tourism potential of the impending Museum of Underwater Art. The Readiness and Resilience Program for Palm Island will support local business capacity and address key short-term product/experience, service, infrastructure and marketing gaps.

Activating the new DNA: Engage with industry and stakeholders to collaboratively define and activate the destination’s DNA through a branding exercise and storytelling workshops. Develop marketing collateral and guidelines which align to this and can be adopted by industry.

Digital Sophistication Program: This project will be a process of identifying content gaps across a series of travel websites and creating new content to fulfil these requirements. Content might include images, video and written. This project will also work with local operators who are trade ready (commissionable) to create content to be uploaded to online travel agents/ wholesalers.

Professional development training and mentoring: Increase the digital skillset and capacity to work with trade within the Townsville North Queensland tourism industry.

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Priority Products and Experience Development

To determine the value of each product, and the subsequent merit of incorporating them into this Plan, each strategy was assessed against a set of criteria: 1. C reates a WOW factor that aligns to the Destination DNA and the target market 2. D elivers direct commercial benefit (jobs) 3. A voids unnecessary duplication 4. A ttracts predominantly visitors 5. H as commitment from relevant regional council and/or State or Federal Government

Reef HQ Great Barrier Reef Aquarium Redevelopment Reef HQ Great Barrier Reef Aquarium is home to the world’s largest living coral reef exhibit, a natural resource that receives approximately 140,000 visitors annually. Much of the facilities infrastructure is beyond end-of life and as developments surrounding Reef HQ Aquarium progress, the facility’s appearance is outdated in contrast.

Next Steps: Seeking funding

DriveIt NQ Motorsport precinct for Townsville for driver education and to host motorsports events

Next Steps: Seeking funding

Regional Collaborative Projects Multi-day Eco Trail Development Ecotourism is a fast-growing industry focussed on increasing appreciation and understanding of natural and cultural assets.

Next Steps: Source funding to take preferred trail to business case

Museum of Underwater Art nderwater sculpture park located on John Brewer U Reef, The Strand, Magnetic Island and Palm Island.

Constructed by world renowned artist Jason DeCaires Taylor with engagement from local artist Strong scientific and educational link to Great Barrier Reef Marine Park, James Cook University and Australian Institute of Marine Science

Next Steps: Phase 1 & 2 underway, Seeking funding for Phase 3

Townsville Year-round Major Events evelop a year-round major events calendar which D builds on the success of the Supercars, Australian Festival of Chamber Music, Professional Bull Riding (PBR), Magnetic Island Race Week, North Australia Festival of Arts, Townsville Running Festival and Townsville Triathlon Festival

Next Steps: Develop the Townsville North Queensland Events Acquisition and Development Strategy

North Queensland Country Club Resort and Equestrian Centre World class country club resort and equestrian centre located on 440ha in Townsville’s northern beaches, near Toolakea Inclusive of 5–7 star accommodation, world class equestrian centre, concierge for supporting operators, onsite activities including bush walking and ancillary services such as a business centre and on site restaurant

Next Steps: EIS Process

North Australian Concert Hall and Arts Precinct 1,000 seat facility would allow the region to secure major national and international performances.

Next Steps: Feasibility study and detailed design

Hinchinbrook Foreshore Redevelopment A comprehensive master plan will be prepared for works on foreshores of the Shire’s three beaches including Lucinda, Taylors Beach and Forrest Beach.

Next Steps: Development of the master plan

Halifax Heritage Master Plan T he Master Plan will will establish actions needed to see Halifax moving toward economic sustainability.

Next Steps: Development of the master plan

Activation on Castle Hill The Castle Hill Concept plan guides the development on the hill and surrounding area Opportunities to develop a world class experience including an adventure tourism product supported by commercial activation and recreational facilities

Next Steps: Undertake detailed designs

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Recreational / Adventure Tourism Product Development I nvestigate the introduction of recreation/ adventure tourism products

Next Steps: Feasibility study

Visitor Wayfinding Signage P roduction and installation of wayfinding signage to highlight and orientate visitors to the various facilities and walking trails available between TYTO, Ingham CBD, Rotary Park and Memorial Gardens.

Next Steps: Tender Supply of Signage

Wallaman Falls Master Plan Wallaman Falls is Australia’s highest permanent single drop waterfall, located in Girringun National Park, west of Ingham.

This project will deliver a 10 year strategic master plan for the development of eco-tourism opportunities within the Wallaman Falls area

Next Steps: Development of the master plan

Burdekin Yongala Virtual Reality (VR) Project evelopment of a virtual reality experience D to showcase and promote the product and experiences in the Burdekin region Opportunity for the Burdekin to re-claim ownership of the Yongala, positioning it as a Burdekin asset and providing the experience to all visitors (not just divers)

Next Steps: Seeking funding

Study for New Tourism Products: Burdekin ndertake a study to determine the need and U opportunity for multiple tourism experiences including an indigenous turtle tour, sugar cane and cane fire viewing experience, paddock to plate guided tour, art and craft retail production, fishing packages and guided ecotourism experiences

Next Steps: Seeking funding

Adventure Tourism Product Investigate opportunities to introduce adventurebased tours which target working backpackers.

These could potentially include 4WD tours, fishing tours, sea kayaking etc.

Next Steps: Market testing

Cromarty Wetlands/Wongaloo Conservation Park he Cromarty Wetlands is famous for its diversity T of wildlife, with the area featuring a greater diversity of birdlife at the Wetlands greater to that in Kakadu National Park There is an opportunity to develop Wetland tours targeted to the bird watching market

Next Steps: Stakeholder engagement to commercialise the wetlands

Magnetic Island Magnetic Island Walking Trail Development Queensland Parks and Wildlife Services and Townsville City Council have established a vision plan for the Magnetic Island Trail network which would work towards improving safety, linkage between trails and addressing navigation issues

Next Steps: Seeking funding

Charters Towers Kernow Charters Towers Development Redevelopment of the Charters Towers psychiatric hospital into a sophisticated tourism resort which includes apartments, a crystal lagoon, restaurant, café and kids play area

Next Steps: Under construction

Palm Island Palm Island Trail Network A series of graded tracks for walkers, runners, cyclists and horse riders including breakout platforms, signage and interpretation

Next Steps: Community and Stakeholder Engagement

Eco-Accommodation Development Introduction of eco-accommodation/glamping that will encourage overnight stay following the launch of the Museum of Underwater Art

Next Steps: Feasibility study

Palm Island Cultural Precinct Co-located cultural facility which will include a museum/history exhibition, an upgraded Indigenous Knowledge Centre and an arts studio and gallery

Next Steps: Feasibility study

Interpretation and Wayfinding Signage Installation of wayfinding signage that will increase community pride, improve navigation and provide a narrative of the island and its culture

Next Steps: Seeking funding

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townsvilleenterprise.com.au

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