Full Report - Port Douglas Chamber of Commerce

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3 Only 5% of international visitors into Queensland currently visit Port Douglas, compared to 33% for Cairns 1 Overnight tourists to Port Douglas, 2011 (in thousand visits) International overnight tourists to Queensland 1,730 TNQ’s share of International tourists to Qld Domestic overnight tourists to Queensland 12,500 TNQ’s share of Domestic tourists to Qld 35% 7% © MBS MBA 2012 Student Project – Revitalising Port Douglas X X International overnight tourists to TNQ 600 Port Douglas’ share of International tourists to TNQ 15% Domestic overnight tourists to TNQ 915 Port Douglas’ share of Domestic tourists to TNQ 26% X X International tourists (28%) 90 Domestic tourists (72%) 240 Only 5% of international tourists into Qld go to Port Douglas + Total overnight tourists to Port Douglas 330 1 Cairns including Trinity beach areas Note: Numbers of tourists are estimate figures including visitors with the purpose of holiday and visiting friends and relatives. Day trip numbers are excluded given lack of data available. Source: Tourism Australia, ABS, MBS estimates. 49
3 % of Total Int. Tourist Nights There is a major shift towards Chinese tourists in TNQ, while UK visitor nights declined by 21% Top 5 international tourist markets into TNQ • Top 5 international markets make up 48% of total nights. • The largest market, UK, is declining: visitor number down by 19% and nights by 21% on 2010; while China is growing rapidly: visitors +41% and nights +50% on 2010. 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% Germany 447K Number of nights of Chinese tourists grew by 50% on 2010 USA 386K 184K China © MBS MBA 2012 Student Project – Revitalising Port Douglas 758K 507K Japan 0% 25 45 65 85 105 UK Tourists (‘000) Indicates size of Tourist nights in 2011 Note: Figures for Port Douglas is based on a survey of 987 tourists conducted by James Cook University in 2011. The sample is relatively small and may not represent the true composition of tourists in the area; therefore it should only be used as a proxy. Figures for TNQ is based on the year ending June 2011.. Source: TNQ, TPDD Survey, Team Analysis % of Total Int. Tourist Nights Top 5 international tourist markets into Port Douglas • Top 5 markets make up 72% of total nights, concentrated in Europe, NZ and USA; the remaining is highly fragmented. • Port Douglas has minimal exposure to the growing Chinese market. 40% 35% 30% 25% 20% 15% 10% 5% Sweden 25K Declining UK market (20%) into TNQ dominates PD NZ 78K 58K 38K Germany USA UK 152K 0% 0 5 10 15 20 25 30 Best Estimate based on available data Tourists (‘000) 50
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 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: 3 Port Douglas is missing out on 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
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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
Page 109 and 110:
Table of Contents © MBS MBA 2012 S
Page 111 and 112:
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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