Full Report - Port Douglas Chamber of Commerce

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I Growth and Development of Port Douglas © MBS MBA 2012 Student Project – Revitalising Port Douglas • Port Douglas has a unique natural environment and an economy dependent on tourism – Outstanding natural assets including the Great Barrier Reef, Daintree Rainforest & Four Mile Beach – The town has controlled development to maintain its natural environment and beauty , but appears to be losing this focus – Relatively small economy which is underpinned by tourism and related industries • Cyclone Larry (2006) marked a material (20%) collapse in the tourism market and untimely over investment in cheaper accommodation assets • This has resulted in Port Douglas underperforming some competitors exposing inherent competitive weaknesses 11
Port Douglas has outstanding natural assets including the Great Barrier Reef, Daintree Rainforest & Four Mile Beach “A perfect base for exploring the Great Barrier Reef, the rainforest at Daintree and the beaches at Cape Tribulation, this Queensland town has an out-of-this-world setting between spectacular forest and the Coral Sea.” – Trip Advisor SOURCE: TripAdvisor, TPDD, BoM © MBS MBA 2012 Student Project – Revitalising Port Douglas • Great Barrier Reef – the most diverse underwater botanical garden; close proximity to outer reef and Low Isles • Daintree Rainforest – the oldest living rainforest on Earth and home to the Kuku Yalanji, the oldest Aboriginal community • Four Mile Beach – Ranked 6th in TripAdvisor’s Travellers Choice Awards 2011 – Best Beaches in the South Pacific • Mossman Gorge – a picturesque site of the Daintree National Park, with guided bushwalk tours • Tropical climate – typical temperature of 25C-30C; wet season in January to March 12
Page 1 and 2: © MBS MBA 2012 Student Project - R
Page 3 and 4: Many citizens, businesses, students
Page 5 and 6: Port Douglas citizens must understa
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Page 9 and 10: In Nov 2011, the MBS proposed to un
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Page 15 and 16: Port Douglas has a relatively small
Page 17 and 18: 2006 marked a material (20%) drop i
Page 19 and 20: As a result Port Douglas has underp
Page 21 and 22: Inherent weaknesses in Port Douglas
Page 23 and 24: Port is becoming more reliant on do
Page 25 and 26: II Community leaders and citizens m
Page 27 and 28: Port Douglas appears to be in a dow
Page 29 and 30: Premium price positioning has been
Page 31 and 32: Occupancy rates will drive pricing
Page 33 and 34: The limited marketing budget of $0.
Page 35 and 36: Port’s segmentation strategy (fro
Page 37 and 38: PDDT website lags behind private si
Page 39 and 40: III Long term goals must be establi
Page 41 and 42: S1 Drive Tourism Growth: Focus the
Page 43 and 44: The Value Proposition most aligned
Page 45 and 46: 2 Understanding key segments and ta
Page 47 and 48: 2 Top domestic segments are affluen
Page 49 and 50: 3 Port Douglas is missing out on th
Page 51 and 52: 3 % of Total Int. Tourist Nights Th
Page 53 and 54: 4 Infrastructure development is req
Page 55 and 56: 5 Continued deterioration in low se
Page 57 and 58: S2 Focus Marketing: Target key mark
Page 59 and 60: Port Douglas must strongly differen
Page 61 and 62: Chinese tourists are the fastest gr
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“Rest & Relax” is a common moti
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“Family Returners” account for
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Family holidays are popular with In
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Media strategy must reflect buying
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Develop a creative and fun events c
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Secure CRC investment in key revita
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Provide incentives for private inve
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Changing demographics show importan
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S4 Call to Immediate Action: Agree
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Offer a world class hospitality and
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Social and Community Clubs in Port
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Ensure PD is a safe and secure dest
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Improvements in online presence and
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... at an initial investment of $10
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IV Delivering revitalisation will r
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A Board structure is recommended, s
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Collectively, Board members will id
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A Babinda has demonstrated the effe
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C Community’s expectation of idea
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A change in behaviour requires a ch
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Four key levers to create sustainab
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Agree actions plans, systems and pr
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Table of Contents © MBS MBA 2012 S
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Table of Contents © MBS MBA 2012 S
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1. Issues and Challenges • Stakeh
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Port Douglas faces challenges in th
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3. Workstreams A B C D E F Five Yea
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4. Project Governance Greg McClean
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Port Douglas Visit Time 1 2 3 4 5 0
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7. Deliverables 1. Revitalisation P
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Elements of Tourism massification c
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Poor planning contributes to quicke
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Tourism Focus Group Interviews …
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Major Project: Port Douglas Master
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CRC budget allocated to Port Dougla
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Technology and innovation are major
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Port Douglas can drive an additiona
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With a number of modifications to w
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... at an initial investment of $10
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Traffic data (from Alexa) for the t
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Additional revenues from increase c
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Free WiFi could provide non financi
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Port Douglas should not pursue the
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Transmission fault risks are reduce
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Port Douglas should not pursue the
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Access to finance difficult given t
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Economic Development • Situation
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Size of the sectors in the PDOB eco
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Change in the PDOB economy 2011 Est
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Most productive industries Highest
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Model Methodology and Assumptions 1
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Currency fluctuations impacting the
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Focus group outcomes Agriculture Fi
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Contents • Situation • Complica
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45% of Value Added in Douglas Shire
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Regional non-tourism related indust
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MICE is value adding 750 600 450 30
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Key success factors to maintaining
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Population shifts in the next 20 ye
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Retirees’ contribution to the eco
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Emergence of FIFO in the economy Es
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Commercial Fishing Industry Quota U
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Commercial Fishing Industry (Value
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Other sectors: Filming • Most of
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Public funding There are 3 channels
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Full Report - Port Douglas Chamber of Commerce

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