Townsville North Queensland - Tourism Queensland

Townsville North Queensland - Tourism Queensland


North Queensland

‘Hero Experiences’ Fact Sheet

The Visitor Experience

A tourism ‘experience’ is the emotional

feeling or personal achievement a visitor

derives from the purchase, participation

or consumption of a tourism product –

accommodation, attractions or tours.

The ‘tourism product’ is what the customer

buys; the ‘tourism experience’ is what

they remember.

What are ‘Hero Experiences’?

Hero experiences are those world class

iconic experiences that:

provide a destination with a real

competitive advantage over

other destinations,

focus on what is truly unique or

memorable or engaging about a

destination, and

meet the needs of identified

target markets.

Why ‘Hero Experiences’?

Focussing on a destination’s ‘hero

experiences’ is:

responding to the demands of our

domestic and international visitors,

designed to gain a competitive

advantage over other destinations, and

an opportunity to focus the efforts

of tourism stakeholders and

create partnerships.

The identified destination ‘hero

experiences’ builds on existing destination

and Queensland brand work, provides

operators with the opportunity to improve

and innovate their operations without

major capital investment and ultimately is

about creating unique memories for our

visitor and positive word of mouth.

Townsville North Queensland ‘Hero

Experiences’ have been developed to

deliver the region’s 2020 tourism vision,

brand promise and the ‘themes’ that

underpin the vision and brand.


“In 2020, Townsville North Queensland

will be recognised as the proud, vibrant

and thriving economic heart of North

Queensland. The region is renowned for

delivering enriching, entertaining and

engaging visitor experiences year round.”

Core Brand Promise

Feel the pride of discovering the essence

of North Queensland in one vibrant,

progressive community.


Great Barrier Reef Centre of Excellence

Special Places in Nature

Eventful life in the Tropics

History and Heritage

the experiences spectrum

This diagram illustrates the process of moving from offering

individual commodities, products and services to delivering

compelling and engaging experiences.



Higher yield

Experiences = Greater Economic Value


Meet the vintner, learn to

pair wines with food


Bottled wine


Wine tastings


Lower yield




Source: Nancy Arsenault, Celes Davar and Todd Lucier (2011)

Townsville North Queensland ‘Hero Experiences’

Great Barrier Reef Centre

of Excellence

Experience one of the many world

leading conservation and research

programs that protect and preserve

the World Heritage-listed Great Barrier

Reef and understand why it is the

world’s best managed and presented

reef environment.

Supporting Attributes and

Potential Clusters:

Tours, snorkelling and diving, Reef HQ Aquarium National Education

Centre of the GBR, GBR Marine Park Authority, Australian Institute of

Marine Science, James Cook University Marine Science Department,

Townsville Reef Guardian Council, ‘Eye on the Reef’ program.

Eventful life in the Tropics

There is never a dull moment in

Townsville North Queensland - be

entertained all year round through

an array of music festivals, sporting

events, culinary fiestas, and carnivals

that celebrate our Aussie lifestyle.

Supporting Attributes and

Potential Clusters:

Australian Festival of Chamber Music,

NRL NQ Cowboys games, Troy Dunn

PBR Invitational Rodeo, Townsville 400 V8 Supercars, Groovin

the Moo, Greek Fest, Australian Italian Festival, NBA Townsville

Crocodiles and NBWA Townsville Fire basketball games, SeaLink

Magnetic Island Race Week yacht regatta.

Special Places in Nature

Discover intimate and personal natural

encounters on a road less travelled. See

koalas in the wild on Magnetic Island,

find the elusive platypus in Paluma,

discover the abundant birds of the

Tropics wetlands, hike the magnificent

Thorsborne trail and discover secluded

GBR islands and beaches.

Supporting Attributes and

Potential Clusters:

Largest colony of wild koalas living in Northern Australia,

Wet Tropics World Heritage-listed Area, bird sanctuary,

diverse wildlife, fishing, Wallaman Falls - largest single drop

waterfall in the Southern Hemisphere and a strong focus on

environmental sustainability.

History and Heritage

Discover the regions rich history

stemming from Townsville North

QLD’s pioneering settlement, the

days of the gold rush, military and

maritime history, agricultural heritage

and the stories shared by the local

Indigenous people.

Supporting Attributes and

Potential Clusters:

Charters Towers, military tours,

Maritime Museum, Museum of Tropical Queensland, Charters

Towers gold mining, Mungalla Aboriginal Tours, Townsville Cultural

Centre and heritage walking trails, agricultural tours and sugar

cane industry.

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