The Whitsundays Tourism Opportunity Plan - Tourism Queensland

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7.5 Marketing Opportunity Locations Status Next Steps 7.5.1 Introducing directional and interpretative signage and town entry statements Whitsundays Although some improvements have been made interpretive and directional signage is an ongoing issue. Ongoing across the region. Priority should be given to identified projects referred to in this plan. 7.5.2 Developing a special events strategy Whitsundays Recognising that the region would benefit from hallmark events that reinforce brand values to entice visitation from the leisure market out of peak seasons, Whitsundays Marketing and Development commissioned an Events Innovation Strategy in 2011. Review strategy and prioritise actions identified. 7.6 Community Opportunity Locations Status Next Steps 7 Investment Projects 7.6.1 Introducing a community awareness program Whitsundays Continual work is required to build understanding across the region about the economic, social and environmental benefits which accrue from tourism. Whitsundays Marketing and Development executed a dedicated local awareness campaign in 2010 and WM&D & TQ continue to ensure tourism has a strong presence across the local media and other regional PR opportunities. An ongoing awareness campaign with monitoring should be introduced 7.6.2 Affordable housing Whitsundays 2012 saw a major release of additional residential land by the state government throughout the region. With growth already occurring driven by the mining sector, a strategy for making affordable housing available needs to be prepared as resource sector will continue to add pressure on housing. 7.7 Strategic Planning Opportunity Locations Status Next Steps 7.7.1 Masterplan for Bowen Bowen A review of State Government Land has been undertaken identifying recommended future uses of parcels of land. Council is undertaking a new town plan for the Whitsunday Region which will include a plan for Bowen. It is proposed a development control plan will be developed for the front beach precinct. Undertake the development of a new town plan for the region incorporating a town plan for Bowen 7.7.2 An Air Access Study Proserpine Hamilton Island Bowen WM&D commissioned initial data collection in 2010 and WRC employed a Business Development Manager for the Airport in late 2011. Undertake a Master Plan of Whitsunday Coast Airport including updated data collection; export & freight opportunities, charter flights and extending the runway. The extension of the Whitsunday Coast Airport runway (of 250-300m) would take the airport to the same capability as the Gold Coast. There are currently with no noise or land restrictions for this site. This would provide a direct link to emerging markets identified in this document. 7.7.3 Nature based tourism opportunities Whitsundays Whitsundays Marketing and Development and Tourism Queensland commissioned Whitsundays Ecotourism Strategy 2008. Review the proposed initiatives and identify priorities in particular mainland activities to complement the rich marine based activities already available 22
Opportunity Locations Status Next Steps 7.7.4 Indigenous Tourism Development opportunities Whitsundays Immediate opportunity to progress exists with turtle tagging and food projects in the Bowen district. Positive discussions have been initiated with GBRMPA to provide operating permits to Indigenous tourism product. There is scope to integrate Indigenous product more closely with the tourism sector through long term, significant product development and training programs for Indigenous communities interested in developing tourism product. 7.7.5 Superyacht development opportunities 7.8 Human Resources The Whitsundays Region Whitsunday – Mackay Superyacht Cluster established and involved in Queensland Super Yacht activities; Marine Industry Analysis and Investment opportunity Report completed in 2007; Marine Maintenance Demand Analysis Report completed for the Mackay-Whitsunday region in 2010. Opportunity Locations Status Next Steps A regional strategy could be developed to articulate the expected benefits for the region, the need for infrastructure to support the super-yachts market, ways to market the destination to super-yacht owners and operators and Identify and clarify access issues around the GBR; State Government to review recommendations regarding maintenance base required to encourage development of this market. Investigate solutions for impedements to Superyacht access and mooring at key marine park sites. 7 Investment Projects 7.8.1 Up Skilling program Whitsundays Staff turnover, recruitment and training are an Ongoing issue for regional Queensland. Smile Whitsundays’ initiative was introduced in 2011 with the aim of encouraging a quality customer service culture. High service standards are required if the region is remain competitive. An upskilling program should be developed and implemented in the regions 7.8.2 Accreditation Program Whitsundays Australian Government have now introduced the national TQUAL accreditation program Encourage involvement in relevant programs and investigate AussieHost delivery. Review other regions approach to stimulating improvement and recognition of good customer service. 7.8.3 Hospitality training program Whitsundays Whitsundays Marketing and Development have been actively pursuing linkages with TAFE. Review training and placement opportunities through TAFE and Central Queensland University and via events; investigate the potential to establish a Hospitality Training Program at a purpose built centre at Airlie Beach or Cannonvale, and or link to the existing Barrier Reef Institute of TAFE programs. Bowen 23
Page 1 and 2: The Whitsundays Tourism Opportunity
Page 3 and 4: Executive Summary Long Island Purpo
Page 5 and 6: Contents Hamilton Island Golf Cours
Page 7 and 8: 1 Context Tongue Bay, Whitsunday Is
Page 9 and 10: The Whitsundays region is character
Page 11 and 12: 2 Methodology Blue Pearl Bay, Hayma
Page 13 and 14: Active Explorers are about pushing
Page 15 and 16: Variable service standards, includi
Page 17 and 18: harness interest from surfboarders,
Page 19 and 20: 5.7 Airlie Beach Development Variou
Page 21 and 22: 6.3 Improving the Supply of Telecom
Page 23 and 24: 7.2 Attractions and Activities Oppo
Page 25: 7.4 Superstructure Opportunity Loca
Page 29: 8 Implementation Whitehaven Beach T

The Whitsundays Tourism Opportunity Plan - Tourism Queensland

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