QTS Chapter 2 - Introduction - Tourism Queensland

More documents

Recommendations

Info

Purpose of the QTS Tourism is vital for Queensland’s economic and social prosperity. Tourism is the State’s third largest export sector 1 and contributes $8.4 billion to the economy. Tourism related industries employ approximately 136,000 Queenslanders. 2 Defining tourism Governments and decision makers have recognised tourism as a key wealth generator and industry sector in its own right – not just an amalgam of many conventional industries that supply goods and services to tourists. Queensland is located in one of the fastest growing tourist regions of the world, forecast to achieve average annual regional tourism growth of 6.5 per cent to 2020. 3 The State, however, faces increasing competition for both domestic and international visitation from emerging destinations such as China, India, Africa and South-East Asia. Two significant issues underpin the need for the QTS. This Strategy adopts a demand-side definition of tourism developed by the World Tourism Organisation and ratified by the United Nations Statistical Commission, as follows: ‘Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.’ 4 2 Introduction Firstly, there has been a national decline in domestic tourism. Although Queensland has fared much better than other states, the State cannot afford to be complacent, as domestic tourism represents over 75 per cent of our business. Secondly, most tourism growth over the next decade will come from increased numbers of international visitors, particularly from emerging markets. Although international visitor numbers to Queensland have increased in recent years, Queensland’s share of the national market has remained relatively stagnant; a trend that must be addressed if we are to capitalise fully on opportunities presented by inbound visitation. The Queensland tourism industry needs to adopt a strategic approach to achieving long-term sustainability through preserving existing markets, increasing visitor expenditure and enhancing product and industry development. The purpose of the QTS is to provide the vision, goals, targets and actions necessary to meet the challenges and capitalise on the opportunities available to the industry over the next 10 years. ‘I highly commend the more strategic approach to be adopted towards tourism development throughout the state, with the destination focus to continue via destination management planning’. – GOLD COAST CITY COUNCIL A partnership approach to ‘making the difference’ Tourism has a ‘ripple effect’ throughout the economy, affecting the full supply chain from the accommodation, retail, hospitality and transport sectors to the entertainment, finance and primary industry sectors. The complex interrelationships that characterise the industry require a sophisticated and collaborative approach to planning and industry development. In developing the QTS, a strong partnership has been forged between the Queensland Government and the tourism industry. The Strategy provides actions for both government and industry, with performance and accountability measures applicable to both partners. The Queensland Tourism Strategy Steering Committee has focused on identifying policy areas where a tangible and measurable difference can be achieved. This is articulated in the targets developed to measure performance against the actions in the Strategy. ‘This assiduous commitment to involving industry in the development of the 10 year vision for sustainable tourism has helped produce a robust framework for the industry and government to work together over the coming decade’. – TOURISM AND TRANSPORT FORUM 1 Office of Economic and Statistical Research, 2004-05 Annual Economic Report of the Queensland Economy. 2 Office of Economic and Statistical Research, The Contribution of International and Domestic Visitor Expenditure to the Queensland Economy 2003-04. 3 World Tourism Organisation, Tourism 2020 Vision, www.world-tourism.org/facts/menu.html (website accessed 20 April 2006). 4 World Tourism Organisation, Recommendations on Tourism Statistics 1994, www.world-tourism.org/ 9
2 Introduction A triple-bottom-line perspective In taking a triple-bottom-line approach to tourism development, the aim is to find an appropriate balance between environmental, social and economic outcomes. This is reflected in the goals, themes and actions detailed in this Strategy. Economic goals Increase visitor expenditure Increase business profitability Increase employment opportunities Spread benefits across destinations Environmental outcomes Queensland’s natural environment is a significant tourism asset. Increasingly, the tourism and conservation sectors are recognising synergies of interest and are collaborating to achieve sustainable tourism and environmental outcomes. This trend is reflected in the growing relationship between public sector protected area managers and the tourism industry. A recent example is the role the tourism industry has played in supporting the sustainable management of the Great Barrier Reef. Tourism provides positive environmental benefits in two key ways: by providing economic incentives to protect or rehabilitate natural areas; and by increasing community appreciation of the natural environment. Social goals Preserve culture & heritage Improve services & infrastructure Improve quality of life Involve community Tourism sustainability Environmental goals Protect natural assets Manage usage & impacts Inform & educate people Build strong partnerships Diagram 1: Triple-bottom-line sustainability Ball Beach, Mackay Theme five, Natural environment and culture, includes a range of actions to enhance the relationship between the tourism industry, protected area managers and the conservation sector and build a sustainable competitive advantage for the Queensland tourism industry. Critically, as a means of driving environmentally and socially sustainable levels of visitation, the QTS identifies goals and targets related to visitor expenditure rather than to visitor numbers. Key QTS actions include the development of indicators of environmental sustainability for the tourism sector and measures to identify the impacts of climate change. Economic outcomes The economic benefits of tourism are widely recognised. In addition to its direct contribution to Queensland’s Gross State Product (5.8 per cent) 5 tourism is a strong driver of the multiplier effect throughout the supply chain. Tourism provides an indirect economic stimulus across many industry sectors and with the movement of visitors, benefits are dispersed to communities throughout Queensland. The QTS expenditure goals reflect a commitment to increase the economic benefits of tourism for Queensland. The Strategy focuses on increasing visitor expenditure. The ‘preferred visitor’ strategies contained in theme four, Developing and marketing a Queensland style visitor experience, support this approach. 5 Office of Economic and Statistical Research, The Contribution of International and Domestic Visitor Expenditure to the Queensland Economy 2003-04. 10 Queensland Tourism Strategy – November 2006
Page 1: 2 Introduction Mon Repos, Bundaberg
Page 5 and 6: Policy and planning context Whereve

QTS Chapter 2 - Introduction - Tourism Queensland

Create successful ePaper yourself

Delete template?

Save as template?