Full Report - Port Douglas Chamber of Commerce

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The town has controlled development to maintain its natural environment and beauty , but may be losing this focus Successful control of environment … … but may be losing this focus • The residential and commercial developments in Port Douglas follow the strict environmental regulations • Sensitive environments and natural features in Port Douglas, in particular Four Mile Beach, Dickson's Inlet and Flagstaff Hill are well maintained • Scale and nature of industrial development is limited to service sector and hence has no adverse affect on the environment • The level of amenities (health, education, security and social services) is adequate for the local community of Port Douglas SOURCE: Over 140 Interviews with citizens of Port Douglas © MBS MBA 2012 Student Project – Revitalising Port Douglas • Significant level of discontent expressed by citizens about the town management of amenity planning and basic services – Coconut trees on Four Mile Beach – White fence on the headland at Island Point – Provision of basic services not transparent • Community concern that there is not enough voice with the CRC and “community consultation” is bypassed • Community concern about governance of the Douglas Division 13
Port Douglas has a relatively small economy … Economy size A$ Millions 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 6,713 ~380 CRC PDOB SOURCE: NIEIR 2011; Modelled data PDOB: Sector size A$ Millions © MBS MBA 2012 Student Project – Revitalising Port Douglas Accommodation and Food Services Financial and Insurance Services Transport, Postal and Warehousing Professional, Scientific and Technical Services Rental, Hiring and Real Estate Services Mining Health Care and Social Assistance Manufacturing Retail Trade Construction Administrative and Support Services Wholesale Trade Agriculture, Forestry and Fishing Public Administration and Safety Education and Training Electricity, Gas, Water and Waste Services Other Services Information Media and Telecommunications Arts and Recreation Services 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Model developed by students to estimate size and structure of Port Douglas, no data could be provided by CRC CRC: Cairns Regional Coucil PDOB: Port Douglas and Oak Beach 14
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
Page 7 and 8: Table of Contents © MBS MBA 2012 S
Page 9 and 10: In Nov 2011, the MBS proposed to un
Page 11 and 12: Table of Contents © MBS MBA 2012 S
Page 13: Port Douglas has outstanding natura
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
Page 63 and 64: “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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Recommendations • Create a single
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Full Report - Port Douglas Chamber of Commerce

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