Full Report - Port Douglas Chamber of Commerce

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Table of Contents © MBS MBA 2012 Student Project – Revitalising Port Douglas Executive summary Context 1 2 3 4 Growth and Development Key Challenges Key Strategic Initiatives Alignment & Leadership Appendices A1 A2 A3 Citizen Contributions Terms of Reference Workstream Analysis 37
III Long term goals must be established and can be achieved by implementing four strategic initiatives Proposed long term goals • Grow Tourism visitor numbers and average spend by 25% (achieve 2005 levels) over next 5 years • Restore the “premium destination” status of the town as measured by comparison with premium international (Phuket) and local (Noosa) destinations • Secure “catalytic” investment ($50 -100M) from government for major community development • Secure incentives from government to stimulate private investment • Achieve alignment of the citizens and the leadership (>75% support from citizens) • Increase service standards to compare with world-class international destinations Source: Synthesis of workstream analysis – MBS MBA Teams © MBS MBA 2012 Student Project – Revitalising Port Douglas Proposed strategic initiatives S1 Drive Tourism Growth: Focus the breadth and depth of Port resources to restore the allure of Port Douglas S2 Focus Marketing: Target key market segments that will drive growth and reverse the “massification” trend S3 Stimulate Investment: Secure “public” investment and create environment to attract private investment S4 Call to Immediate Action: Agree and implement action to rebuild the “heart and soul” of Port Douglas 38
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 and 14: Port Douglas has outstanding natura
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: PDDT website lags behind private si
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
Page 65 and 66: “Family Returners” account for
Page 67 and 68: Family holidays are popular with In
Page 69 and 70: Media strategy must reflect buying
Page 71 and 72: Develop a creative and fun events c
Page 73 and 74: Secure CRC investment in key revita
Page 75 and 76: Provide incentives for private inve
Page 77 and 78: Changing demographics show importan
Page 79 and 80: S4 Call to Immediate Action: Agree
Page 81 and 82: Offer a world class hospitality and
Page 83 and 84: Social and Community Clubs in Port
Page 85 and 86: Ensure PD is a safe and secure dest
Page 87 and 88: Improvements in online presence and
Page 89 and 90:
... at an initial investment of $10
Page 91 and 92:
IV Delivering revitalisation will r
Page 93 and 94:
A Board structure is recommended, s
Page 95 and 96:
Collectively, Board members will id
Page 97 and 98:
A Babinda has demonstrated the effe
Page 99 and 100:
C Community’s expectation of idea
Page 101 and 102:
A change in behaviour requires a ch
Page 103 and 104:
Four key levers to create sustainab
Page 105 and 106:
Agree actions plans, systems and pr
Page 107 and 108:
Table of Contents © MBS MBA 2012 S
Page 109 and 110:
Table of Contents © MBS MBA 2012 S
Page 111 and 112:
1. Issues and Challenges • Stakeh
Page 113 and 114:
Port Douglas faces challenges in th
Page 115 and 116:
3. Workstreams A B C D E F Five Yea
Page 117 and 118:
4. Project Governance Greg McClean
Page 119 and 120:
Port Douglas Visit Time 1 2 3 4 5 0
Page 121 and 122:
7. Deliverables 1. Revitalisation P
Page 123 and 124:
Elements of Tourism massification c
Page 125 and 126:
Poor planning contributes to quicke
Page 127 and 128:
Tourism Focus Group Interviews …
Page 129 and 130:
Major Project: Port Douglas Master
Page 131 and 132:
CRC budget allocated to Port Dougla
Page 133 and 134:
Technology and innovation are major
Page 135 and 136:
Port Douglas can drive an additiona
Page 137 and 138:
With a number of modifications to w
Page 139 and 140:
... at an initial investment of $10
Page 141 and 142:
Traffic data (from Alexa) for the t
Page 143 and 144:
Additional revenues from increase c
Page 145 and 146:
Free WiFi could provide non financi
Page 147 and 148:
Port Douglas should not pursue the
Page 149 and 150:
Transmission fault risks are reduce
Page 151 and 152:
Port Douglas should not pursue the
Page 153 and 154:
Access to finance difficult given t
Page 155 and 156:
Economic Development • Situation
Page 157 and 158:
Size of the sectors in the PDOB eco
Page 159 and 160:
Change in the PDOB economy 2011 Est
Page 161 and 162:
Most productive industries Highest
Page 163 and 164:
Model Methodology and Assumptions 1
Page 165 and 166:
Currency fluctuations impacting the
Page 167 and 168:
Focus group outcomes Agriculture Fi
Page 169 and 170:
Contents • Situation • Complica
Page 171 and 172:
45% of Value Added in Douglas Shire
Page 173 and 174:
Regional non-tourism related indust
Page 175 and 176:
MICE is value adding 750 600 450 30
Page 177 and 178:
Key success factors to maintaining
Page 179 and 180:
Population shifts in the next 20 ye
Page 181 and 182:
Retirees’ contribution to the eco
Page 183 and 184:
Emergence of FIFO in the economy Es
Page 185 and 186:
Commercial Fishing Industry Quota U
Page 187 and 188:
Commercial Fishing Industry (Value
Page 189 and 190:
Other sectors: Filming • Most of
Page 191 and 192:
Public funding There are 3 channels
Page 193:
Recommendations • Create a single
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Full Report - Port Douglas Chamber of Commerce

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