The Whitsundays Tourism Opportunity Plan - Tourism Queensland

Executive Summary
Long Island
Purpose
The purpose of the Whitsunday Tourism Opportunity Plan (TOP) is
to provide direction for the sustainable development of tourism in
the Whitsunday region.
This document is an update of the Mackay Whitsundays Regional
Tourism Investment and Infrastructure Plan (RTIIP) 2006-2016.
This particular document however, relates only to the Whitsundays
region (a separate document has been developed for the Mackay
region).
The original Mackay Whitsunday RTIIP was the very first created in
Queensland. This new document focuses on the priority catalyst
projects for the Whitsunday region as determined in consultation
with the Queensland State Government, Whitsunday Regional
Council, Whitsundays Marketing and Development, Regional
Development Australia Mackay Whitsunday Issac (RDA) and
industry. This reflects the change in priorities over the last five years
and also notes that some of the existing catalyst projects identified
in the previous RTIIP have already been completed.
The TOP aims to:
Identify new and upgraded tourism product that meets future
visitor expectations and demands;
Identify the need for new investment and infrastructure that
supports the ongoing development of tourism;
Provide relevant research-based information on tourism supply
and demand; and
Provide an agreed focus and mechanism for engagement with
the tourism industry, infrastructure and private investors.
The TOP does not purport to canvas all possible projects for
the region. Further it is not a list of projects to be delivered by
government. Recommendations made in this TOP following
initial stakeholder consultation have been developed through an
assessment of projects based on an agreed set of criteria:
The project meets the needs of target markets;
The project capitalises on a particular destination attribute that
creates appeal;
The project has the potential to stimulate growth in the
Whitsunday Region over the next 5-10 years;
The development of new products compliments and does not
unnecessarily compete with existing products;
There is a strong level of interest and support from local
stakeholders;
The project is aligned with the vision for the region and
community aspirations;
The likely net benefits span across the social, environmental
and/or economic outcomes;
Aligns with Local/State/Federal Government priorities and is
likely to gain political support.
Executive Summary
The audience of the TOP includes Local, State and Federal
Government agencies, regional economic development agencies,
Regional and Local Tourism Organisations, investors and
developers and tourism industry operators.
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