Central Queensland Tourism Opportunity Plan - Queensland.com

 
Central Queensland Tourism Opportunity Plan - Queensland.com
Central Queensland
Tourism Opportunity Plan

2 0 0 9 – 2 0 1 9
Central Queensland Tourism Opportunity Plan - Queensland.com
DISCLAIMER – STATE GOVERNMENT

The Queensland Government makes no claim as to the accuracy of the
information contained in the Central Queensland Tourism Opportunity
Plan. The document is not a prospectus and the information provided is
general in nature. The document should not be relied upon as the basis
for financial and investment related decisions. This document does not
suggest or imply that the Queensland State Government or any other
government, agency, organisation or person should be responsible for
funding any projects or initiatives identified in this document.

DISCLAIMER – CENTRAL QUEENSLAND REGIONAL TOURISM                         DISCLAIMER – EC3 GLOBAL
ORGANISATIONS
                                                                         Any representation, statement, opinion or advice, expressed or implied in
The Central Queensland Regional Tourism Organisations make no claim      this document is made in good faith but on the basis that EC3 Global is
as to the accuracy of the information contained in the Central           not liable (whether by reason of negligence, lack of care or otherwise) to
Queensland Tourism Opportunity Plan. The document is not a               any person for any damage or loss whatsoever which has occurred or
prospectus and the information provided is general in nature. The        may occur in relation to that person taking or not taking (as the case may
document should not be relied upon as the basis for financial and        be) action in respect of any representation, statement or advice referred
investment related decisions                                             to in this document.
Central Queensland Tourism Opportunity Plan - Queensland.com
Executive Summary                                                                                                                     Emu Park,
                                                                                                                                      Capricorn Coast

Purpose                                                            Central Queensland in 2019
The purpose of this Tourism Opportunity Plan (TOP) is to provide   The Central Queensland Region encompasses the two tourism
direction for the sustainable development of tourism in the        regions of Capricorn and Gladstone and is made up of the four
Central Queensland Region over the next ten years to 2019.         Local Government Areas – Rockhampton, Gladstone, Central

                                                                                                                                                        		 Executive Summary
                                                                   Highlands and Banana. Tourism in Central Queensland is a
The TOP aims to:
                                                                   growing part of a large regional economy, one which is
   Identify new and upgraded tourism product that meets           currently primarily driven by the resource and mining industry
    future visitor expectations and demands;                       boom. In the year ended December 2007, domestic overnight
   Identify the need for new investment in infrastructure that    leisure visitors spent over $507 million in the Fitzroy Region,
    supports the ongoing development of tourism;                   with tourism accounting for 10.9% of all employment (8,000
   Provide relevant research based information on tourism         full-time equivalent positions) in the Capricornia Region in the
    supply and demand; and                                         2007-08 year.

   Provide an agreed focus and mechanisms for engagement          Over the next 10 years, Central Queensland’s regional
    with the tourism industry, infrastructure providers and        economy, population growth and investment will continue to
    private investors.                                             be driven by the mining, mineral resources and energy
The audience of the report includes Local, State and Federal       industries. While population growth in the region is not
Government agencies, regional economic development                 expected to grow as rapidly as the State average, the
agencies, regional and local tourism organisations, investors      infrastructure requirements to meet the needs of industry will
and developers and tourism industry operators.                     be substantial. There will be increasing pressure on transport
                                                                   infrastructure, community resources and utilities in these areas
The development of the TOP has been based on extensive             in order to meet growing demand.
research as well as consultation with a diverse range of
regional and external stakeholders including government
agencies, tourism industry, tourism stakeholders, developers
                                                                   Central Queensland Tourism
and investors. Over 100 stakeholders were consulted                Opportunity Plan Vision
throughout this project, from survey consultation through to       From the stakeholder consultation process, a number of
one-on-one interviews, forums and workshops.                       common themes can be identified as core elements of a vision
                                                                   for the future growth and development of tourism in the
This TOP does not purport to canvass all possible projects for
                                                                   Central Queensland region. The following development goals
the region. Recommendations made in this TOP were
                                                                   were used as the basis for the vision for tourism opportunities
developed through an assessment of projects based on the
                                                                   in Central Queensland to 2019.
following agreed set of criteria:
                                                                   The types of development desired in Central Queensland are
1. Is the product unique or provide a competitive
                                                                   projects that:
   advantage for the region?
2. Does the project meet the needs of growth target                   Contribute to a positive image of the area as a destination
   markets?                                                            in its own right (not just a stopover) for local and
3. Is the product/project demand driven?                               international visitors and business people;

4. Is the project aligned with Local, State or Federal                Recognise and highlight the internationally and nationally
   Government’s priorities and likely to gain support from             significant natural and heritage assets;
   the decision-makers?                                               Successfully blend nature based and industrial tourism
5. Is the project aligned with the vision for the region and           to create a spectrum of experiences that encourage an
   community aspirations?                                              increased length of stay;

                                                                                                                                              1
Central Queensland Tourism Opportunity Plan - Queensland.com
    Protect and enhance the lifestyle of residents in Central                    marine, sporting, business and events. A growing target
                                Queensland;                                                                  market for the region will be international visitors including
                               Target a specific market that appreciates the regions                        Central Queensland as part of a larger coastal itinerary (Cairns
                                unique character and successfully provide infrastructure                     to Brisbane) travelling in hire cars or on long-distance buses.
                                suitable to their needs;
                               Products that match the natural assets of the region and                     Target Market Needs
                                provide immersive experiences where you can get-away                         In addition to the ‘Connector’ market regional stakeholders
                                from the crowds; and                                                         identified the following emotional needs that a Central
                               Support a profitable and sustainable tourism industry.                       Queensland holiday will meet for the visitor in 2020.

                           The recommended Central Queensland TOP Vision is:                                    “Escape” Escape to Reality – Real Adventure, Real
                                                                                                                 Experiences, Real Holidays. From snorkelling the reef,
                           “Encourage profitable and sustainable development that                                fishing and surfing to gem fossicking, outback cattle
                           immerses the ideal visitor in experiences that are                                    stations, scenic gorge country, or touring industrial giants –
                           sensitive to the unique natural, cultural and lifestyle                               the experience is real in Central Queensland, not
                           features of Central Queensland”                                                       manufactured. You can touch and feel everything about it.
                                                                                                                “Discovery” Discovering nature, discovering industry,
                           Target Markets                                                                        heritage, culture and discovering self. Experiences of
                                                                                                                 exploring, learning, reconnecting, understanding, reflecting,
                           Domestic Consumer Segmentation                                                        regenerating, rejuvenating.
                           Since the Central Queensland Destination Management Plans                            “Learning/Education” Learning about the lifestyle of the
                           (DMPs) were published, Tourism Queensland has undertaken a                            Central Queensland Region, learning about the industry and
                           new approach to identifying domestic target markets, based                            job opportunities, learning about nature, culture and
                           on consumer segmentation. The segmentation is a result of                             heritage of the region, and imagining what it would be like
                           research of some 6,000 Australian consumers, looking to                               to ‘live the life’.
		 Executive Summary

                           understand the emotional drivers for their ideal holiday                             “Adventure” Many adventurous things to do, fishing,
                           experience. Based on the results of this research the                                 surfing, snorkelling, visit National Parks, gem fossicking,
                           consumer group best suited to Central Queensland is the                               visit coastal townships.
                           ‘Connectors’. This group make up 32% of the travelling
                           domestic population including a wide range of lifecycle                           Catalyst Projects
                           segments from families to empty nest and retired couples.
                                                                                                             Through the consultation and review process 16 catalyst
                           Connectors see holidays as a chance to connect with the                           projects have been identified for the Central Queensland
                           people they care most about. They will often compromise their                     Region over the next ten years. These projects are tourism
                           own preferences in terms of activities to ensure everyone has                     investment or infrastructure projects of regional significance
                           a good time. It’s about what is real and what’s really important;                 which are expected to act as a catalyst to a range of other
                           (Tourism Queensland, 20081)                                                       investment, marketing and product development opportunities.

                           The Central Queensland DMPs (2007) identify the core target                       These catalyst projects were identified as:
                           market segments that are expected to provide the greatest
                                                                                                                Agnes Water/Seventeen Seventy Tourism and Recreation
                           potential for growth of tourism in the region. These target
                                                                                                                 Master Plan
                           markets align well with the ‘Connectors’ market segment,
                                                                                                                Accessibility of Agnes Water/Seventeen Seventy
                           however it is important to note that ‘Connectors’ needs go
                                                                                                                Backpacker Investments in Central Queensland
                           beyond that of a lifestage and look for experiences that bring
                           the group together. For the purpose of the TOP the following                         Development of a Gladstone Showcase Facility
                           target markets are the primary focus for product development                         GeoPark Tourism Attraction at Capricorn Caves
                           and marketing activities from 2007 – 2010 and should also                            Kroombit Tops Development
                           provide the focus for the TOP in recommendations made on                             Mount Morgan Tourism Development
                           infrastructure and investments priorities.                                           Rockhampton and Gladstone Public Transport Link
                                                                                                                Revitalising Great Keppel Island
                           Core Target Markets
                                                                                                                Rockhampton 4-5 Star Accommodation
                           ■■   Couples and families 35 years and over from Brisbane and
                                                                                                                Rockhampton Riverfront Precinct
                                South East Queensland
                                                                                                                Sapphire Gemfields Interpretive Centre
                           ■■   Young parents from Regional Queensland (excluding South
                                East Queensland)                                                                Sports Tourism Development
                           ■■   Couples and families 35 years and over from Northern New                        Sustainable Growth at Carnarvon Gorge
                                South Wales                                                                     Rockhampton Zoo and Wetlands Research Centre
                                                                                                                Yeppoon Beachfront Tourism Precinct
                           Special interest and developing markets include long-haul self-
                           drive, visiting friends and relatives, fishing, fly/drive, geo
                           tourism, golf tourism, adventure/nature-based, education,

                           1    Segmentation Analysis Discussion Paper, Tourism Queensland (November 2008)

                       2   Central Queensland Tourism Opportunity Plan 2009–2019
Central Queensland Tourism Opportunity Plan - Queensland.com
Regional Priority Projects                                         Implementation
Ongoing investment in tourism products and tourism related         For the Central Queensland Region’s vision for tourism
infrastructure is required in order to meet the future needs of    opportunities to be realised in an effective and timely manner, a
visitors to each of the distinctive sub-regions of Central         number of implementation mechanisms are necessary. The
Queensland. The TOP provides a summary of the tourism              Central Queensland Regional Tourism Organisations will be
related development projects that have been identified by each     responsible for managing and co-ordinating the
of the four sub-regions of Central Queensland (the Local           implementation of the TOP in partnership with the State and
Government Areas of Banana, Central Highlands, Gladstone           Local Government. The Destination Management Officers
and Rockhampton) as being essential in meeting the needs of        (DMOs) will monitor progress and assist in forming project
future target markets and market demand. In addition to the        groups of relevant agencies as required to take the project
Catalyst Projects, a number of regional priority projects are      recommendations forward.
also identified.
                                                                   The TOP aims to provide a clear set of priority projects for the
                                                                   destination to guide product development partnerships and
Long-term Projects                                                 local planning. More importantly, the plan provides a vision and
Long-term projects are those that are likely to occur outside      direction for future tourism development that meets the needs
the ten year timeframe of the TOP or are not feasible to be        of the community and consumers alike.
undertaken at this stage, but remain important projects for
Central Queensland. A number of long term projects have also
been identified for the Central Queensland Region, grouped by
Regional Council.

These projects have been identified by stakeholders but
following investigation were not considered feasible to be
included in the TOP. This was due to either the fact that the

                                                                                                                                           		 Executive Summary
project was not feasible within the ten year time horizon of the
TOP or due to significant barriers restricting the project’s
development. If these barriers and time restrictions can be
overcome, than these projects may be undertaken.

 Scuba Diving, Fitzroy Reef Lagoon

                                                                                                                                       3
Central Queensland Tourism Opportunity Plan - Queensland.com
Contents

           Executive Summary . .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 1                         5.14 Sustainable Growth at Carnarvon Gorge  . . . . . . . . . . . . 28

           Acronyms .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5         5.15 Rockhampton Zoo and Wetlands Research Centre . . . . 29
                                                                                                                                                                 5.16 Yeppoon Beachfront Tourism Precinct . . . . . . . . . . . . . . 30
           1        Context .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
                     1.1        What is a Tourism Opportunity Plan? . . . . . . . . . . . . . . . . 6                                                        6   Regional Priority Projects .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 31

                     1.2        The Central Queensland Region . . . . . . . . . . . . . . . . . . . . 6                                                          6.1        Region-Wide Priority Projects . . . . . . . . . . . . . . . . . . . . . 31

                     1.3        Future Tourism Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7                                                 6.2        Banana Shire Council Area . . . . . . . . . . . . . . . . . . . . . . . 32
                                                                                                                                                                 6.3        Central Highlands Regional Council Area . . . . . . . . . . . . 32
           2        Methodology . .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10
Contents

                                                                                                                                                                 6.4        Gladstone Regional Council Area  . . . . . . . . . . . . . . . . . 32
                     2.1        Tourism Opportunity Plan Development Methodology  . . 10
                                                                                                                                                                 6.5        Rockhampton Regional Council Area  . . . . . . . . . . . . . . 33
                     2.2        Stakeholder Consultation . . . . . . . . . . . . . . . . . . . . . . . . 10
                                                                                                                                                                 6.6        Major Infrastructure and Utilities . . . . . . . . . . . . . . . . . . . 33
                     2.3        Data Sources and Limitations . . . . . . . . . . . . . . . . . . . . 10
                     2.4        Project Assessment Criteria . . . . . . . . . . . . . . . . . . . . . . 11                                                   7   Long Term Tourism Opportunity Plan Projects .  .  .  .  .  .  .  .  . 34
                                                                                                                                                                 7.1        Banana Shire Council Area . . . . . . . . . . . . . . . . . . . . . . . 34
           3        A Vision for the Central Queensland Region .  .  .  .  .  .  .  .  .  .  . 12
                                                                                                                                                                 7.2        Central Highlands Regional Council Area . . . . . . . . . . . . 34
                     3.1        Central Queensland Tourism Opportunity Plan Vision . . . 12
                                                                                                                                                                 7.3        Gladstone Regional Council Area  . . . . . . . . . . . . . . . . . 35
           4        GAP Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
                                                                                                                                                                 7.4        Rockhampton Regional Council Area  . . . . . . . . . . . . . . 35
                     4.1        Destination Challenges . . . . . . . . . . . . . . . . . . . . . . . . . . 14
                                                                                                                                                             8   Implementation  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 36
                     4.2        Planned Projects Supporting the Tourism
                                 Opportunity Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15                                                 Appendix 1: Tourism Opportunity Plan Methodology . . . . . . . . 37

                     4.3        Investment and Infrastructure Gaps  . . . . . . . . . . . . . . . . 16                                                           Appendix 2: Project steering Group  . . . . . . . . . . . . . . . . . . . . 38
                                                                                                                                                                 Appendix 3: Reference Network . . . . . . . . . . . . . . . . . . . . . . 38
           5        Catalyst projects  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 19
                                                                                                                                                                 Appendix 4: Catalyst Projects – Implementation  . . . . . . . . . . . 42
                     5.1        Agnes Water/Seventeen Seventy Tourism and Recreation
                                 Master Plan  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20                                               Appendix 5: Regional Priority Projects – Implementation  . . . . 45

                     5.2        Accessibility of Agnes Water/Seventeen Seventy . . . . . . 20
                     5.3        Backpacker Investments in Central Queensland . . . . . . . 22
                     5.4        Development of a Gladstone Showcase Facility . . . . . . . 22
                     5.5        GeoPark Tourism Attraction at Capricorn Caves . . . . . . 23
                     5.6        Kroombit Tops Development  . . . . . . . . . . . . . . . . . . . . . 24
                     5.7        Mount Morgan Tourism Development . . . . . . . . . . . . . . . 24
                     5.8        Rockhampton and Gladstone Public Transport Link . . . . 25
                     5.9        Revitalising Great Keppel Island  . . . . . . . . . . . . . . . . . . 25
                     5.10 Rockhampton 4-5 Star Accommodation . . . . . . . . . . . . 26
                     5.11 Rockhampton Riverfront Precinct . . . . . . . . . . . . . . . . . . 26
                     5.12 Sapphire Gemfields Interpretive Centre  . . . . . . . . . . . . . 27
                    5.13 Sports Tourism Development . . . . . . . . . . . . . . . . . . . . . 28

           4                     Central Queensland Tourism Opportunity Plan 2009–2019
Central Queensland Tourism Opportunity Plan - Queensland.com
Acronyms
Head                                                                     Great Keppel Island

ABS      Australian Bureau of Statistics

CHRC     Central Highlands Regional Council

CTDO     Capricorn Tourism Development Organisation

DEEDI    Department of Employment, Economic Development and Innovation

DIP      Department of Infrastructure and Planning

DME      Department of Mines and Energy

                                                                                           Acronyms
DMP      Destination Management Plan

DTMR     Department of Transport and Main Roads

GAPDL    Gladstone Area Promotion and Development Limited

GBRMPA   Great Barrier Reef Marine Park Authority

GRC      Gladstone Regional Council

DERM     Department of Environment and Resource Management

IVS      International Visitor Survey

LGA      Local Government Area

LGMS     Local Growth Management Strategy

LTO      Local Tourism Organisation

NP       National Park

NVS      National Visitor Survey

QT       Queensland Transport

QTS      Queensland Tourism Strategy

QPWS     Queensland Parks and Wildlife Service

RRC      Rockhampton Regional Council

RTO      Regional Tourism Organisation

STO      State Tourism Organisation

TA       Tourism Australia

TQ       Tourism Queensland

VIC      Visitor Information Centre

                                                                                 5
Central Queensland Tourism Opportunity Plan - Queensland.com
Dawn at Carnarvon Gorge
           National Park   1 Context

                           1.1          What is a Tourism Opportunity                                         The development of the TOP has been based on extensive
                                                                                                              research as well as consultation with a diverse range of
                                        Plan?                                                                 regional and external stakeholders including government
                           The purpose of this Tourism Opportunity Plan (TOP) is to                           agencies, tourism industry, tourism stakeholders, developers
                           provide direction for the sustainable development of tourism in                    and investors. Over 110 stakeholders were consulted
                           the Central Queensland region over the next 10 years to 2019.                      throughout this project, from survey consultation through to
                                                                                                              one-on-one interviews, forums and workshops.
                           The TOP aims to:

                           ■■   Identify new and upgraded tourism product that meets                          The TOP also recognises the various other Government
                                future visitor expectations and demands;                                      strategies and plans which may impact on tourism and which
  1 Context

                                                                                                              exist in the region including ‘Central Queensland; A New
                           ■■   Identify the need for new investment in infrastructure that
                                supports ongoing development of tourism;                                      Millennium Report’ (2002), which sets the regional planning
                                                                                                              framework for the region.
                           ■■   Provide relevant research based information on tourism
                                supply and demand; and
                           ■■   Provide an agreed focus and mechanisms for engagement                         1.2      The Central Queensland
                                with the tourism industry, infrastructure providers and                                Region
                                private investors.
                                                                                                              The Central Queensland Region encompasses the two tourism
                           In November 2006, the Queensland Government delivered the                          regions of Capricorn and Gladstone. The region stretches from
                           Queensland Tourism Strategy, a 10-year vision for sustainable                      the coastal town of Agnes Water/Seventeen Seventy in the
                           tourism. To achieve this vision, Tourism Queensland (TQ) and                       south, along the Capricorn Coast to Stanage Bay in the north
                           the Queensland Tourism Industry Council (QTIC) in partnership                      and then west to Emerald, the Sapphire Gemfields, Carnarvon
                           with the Department of Employment, Economic Development                            Gorge and Isla Gorge. Map 1 provides an overview of the
                           and Innovation (DEEDI)1 developed six key themes. Under                            Central Queensland Region boundaries as defined by Tourism
                           theme 2 ‘Investment, Infrastructure and Access’ Tourism                            Queensland. The Central Queensland Region is made up of
                           Queensland in partnership with the Regional Tourism                                four Local Government Areas – Rockhampton, Gladstone,
                           Organisations (RTOs) was responsible for preparing Regional                        Central Highlands and Banana Councils.
                           Tourism Investment and Infrastructure Plans (RTIIPs) for each
                           tourism region across Queensland. The TOP is the new name
                           for the RTIIP, a title that is considered to better represent the
                           content and intent of the document. However apart from the
                           name change, the remainder of the document is a s was
                           developed in partnership with regional stakeholders over the
                           last 12 months.

                           The audience of the report includes Local, State and Federal
                           Government agencies, regional economic development
                           agencies, Regional and Local Tourism Organisations, investors
                           and developers and tourism industry operators.

                           1    Then known as the Department of Tourism, Regional Development and Industry.

              6            Central Queensland Tourism Opportunity Plan 2009–2019
Central Queensland Tourism Opportunity Plan - Queensland.com
Map 1. Central Queensland Region

                                                                                                                                                                                                                                                                                                            GR

                                                                                                                                                                                                                                                                                     DARWIN                      EA
                                                                                                                                                                                                                                                                                                                   TB
                                                                                                                                                                                                                                                                                                                     A
                                                                                                                                                                                                                                                                                                                     RR
                                                                                                                                                                                                                                                                                                                       IER

                                                                                                                                                                                                                                                                                                            CAIRNS
                                                                                                                                                                                                                                                                                                                         REE
                                                                                                                                                                                                                                                                                                                            F

                                       BLAIR ATHOL                                                                                                                                                                                                                                                                ROCKHAMPTON
                                       STATE FOREST
                                                         Clermont                                                                                            Marlborough                                                                                                                                             BRISBANE
                                                                                    BUNDOORA                                                                                                 BYFIELD NP                                                                                               CANBERRA
                                                                                                                                                               B                                                                                                       PERTH
 CUDMORE NP                                                                        STATE FOREST                                                                                                                                                                                                                  SYDNEY
                                     REDROCK
                                                         GR                                                                                         EUGENE R U C E                                                                                                                         ADELAIDE
                                                              EG                                                                                  STATE FOREST                                       Byfield
                                   STATE FOREST                            Capella
                                                                                                                                                                   HI
                                                                                                                                                                      G                                            KEPPEL BAY ISLANDS NP                               SO
                                                                                                                                                                                                                                                                         U                       MELBOURNE

                                                               OR
                                                                                                                                                                                                                                                                                                         HOBART

                                                                   Y
                                                                                                                                                                                                          Yeppoon Pumpkin Island

                                                                                                                                                                              HW
                                                                                                                                                                                                                                                                           TH

                                                                    HI
                                                                                                                                                                                            The Caves           Great Keppel Island

                                                                                                                                                                                  AY
                                                                                                                                                                                                                                                                             ER

                                        Anakie                                                                                                                                                                                                                                  N

                                                                       G
                                       Gemfields                                                                                                  GOODEDULLA                                               Emu Park
                                                         KETTLE                                                                                      NP
                                                                                                                                                                                                                                                                                    GR

                                                                       HW
                                                      STATE FOREST                                                                                                                                                                                           Wilson Island             E
                                                                                                                                                                                                          Keppel Sands                                                                     AT

                                                                        AY
                                                                                                                                                                                                                                                            Heron Island
                                                                                                                                                                                                                                                                                            B

                                              Rubyvale                                                                                                                                        Rockhampton
                                                               Sapphire
                                                                                                                                                                                                                                                                                                AR

                                          ZAMIA                                   Emerald                                                                                                                                                               CAPRICORN CAYS NP
icho                                   STATE FOREST
                                                                                                            Blackwater TAUNTON NP             DUARINGA
                                                                                                                                                                                                                                                                                                  RIE

                        Drummond                         Anakie                                                                                                                                                         Curtis Island                                   Fitzroy Reef
                                                                                   CAPRI CO                                                  STATE FOREST
                                                                                                     R N H I G H WA Y     BLACKDOWN                 Duaringa                            Mt Morgan              CURTIS ISLAND NP                                           Llewellyn Reef
                                                                     LAKE
                                                                                                                                                                                                                                                                                                  R RE

                                                  Willows                                                                TABLELAND NP
                                                                   MARABOON
                                                                                                                                                                                                                                                                                                      EF

                                              Willows                                       CAPRICORN                                                                              Dululu        Mt Larcom                        Gladstone

N
                                             Gemfields                                                                               DAWSON RANGE                                          DON RIVER                         Boyne Island Bustard                  Lady Musgrave Island
                                                                                              REGION                      SHOTOVER STATE FOREST                                           STATE FOREST       Y
                                                                                                                                                                                                           WA Calliope       Tannum Sands Head
                                   N                                                                                                                                                                     H                                 Middle Island

 G
                                                                                                                         STATE FOREST                    Baralba                                    HI G                                    Bustard Bay
                                                                               Springsure                                                                                                                           Bernaraby                                               Lady Elliot Island
                                                                                                                                                                                                                                  B

                                                                                                                                                                                               S ON                                            Round Hill Head
                                                                                                                                                                                             W                                   EURIMBULA NP
                                                                                                                                                                                                                                   RU

                                                                        DA                                                                                                                 A                                                   Seventeen   Seventy
                                                                                                                                                                                                                                      C

                                                                             WS                                                                                                          D             GLADSTONE                                 Agnes Water

       R
                                                                                  ON                                                                                                          Callide
                                                                                                                                                                                                                                     E H

                                             SQUIRE                                    HI                                                                                                                  REGION                   Miriam Vale DEEPWATER NP
                                                                                                                                                                                                                                         IG

                                          STATE FOREST

       A
                                                                                            GH                            EXPEDITION                                                         BiloelaKROOMBIT
                                                                                                 W        Rolleston
                                                                                 MT HOPE A Y                             STATE FOREST                                                                     TOPS NP

                                                                                                                                                                                        BU
                                                                                                                                                                              Banana
                                                                                                                                                                                            R
                                                                               STATE FOREST

           N
                                                                                                                                                         Moura
                                                                                                                                                                                                                                           H WA Y

                                                                                                                                                                                                                     Many Peaks
                                                                                                                                                                                            NE                 CANIA
                                                                                                                                                                                               T
                                                                                                                                                                                    BELMONT
                                                                                                                                                                                                 T
                                                                   Deepdale                                                         DAW                                                                        GORGE           KALPOWAR

              G
                                                                   Extension                                                                                                      STATE FOREST
                                                                                                                                                                                                 HI

                                                                                                                                          S O N H I G H WA Y
                                                                                                                                                                                                                NP            STATE FOREST                                       Moore Park
                       Salvator Rosa                                                                  NUGA NUGA NP                                                                                   GH
                                          Ka Ka Mundi                                                                                                                                                                                                 LAKE

               E
                                                                                                                                                                                                          WA
                          Section           Section CARNARVON NATIONAL PARK                                                                                                                                    Y                                           Bundaberg
                                                                                                                                                                                                                                                    MONDURAN                      Bargara
                                                                                                                                                                           Theodore                                        Monto                                                  Elliott Heads
                                                                                                         LAKE                      PALMGROVE NP                                                       COOMINGLAH
                                                               Mt Moffatt Carnarvon                                                                                                                   STATE FOREST
                                                                Section                                NUGA NUGA                              THEODORE                                                                                                Gin Gin                         BURRUM COAST NP
                                                                            Gorge
                                                                           Section                                                           STATE FOREST
                                                                                                                                  PRESHO                                                                                                                                                   Woodgate
                                                                                                                                                                         H WA Y

                                                                                        Moolayemter                                                                                                       LAKE WURUMA
                                                                                                                                                                                                                                                                                                       Fraser Island
                                                                                                                                STATE FOREST        ISLA GORGE NP                                                                                                                           Burrum Heads
                                                                                                                                                                       HI G

                                                                                          Section                                                                                     BORANIA
                                                                                                                        EXPEDITION NP                                               STATE FOREST                                                        GOODNIGHT              Childers
                                                                                                                                                                    DT

                                                                                                                                                                                                                                                                                                           Hervey Bay
                                                                                                                                                                   R

                                                                                                                                                                                                          Eidsvold                                      SCRUB NP
                                                                                                                                                                        PRECIPICE NP
                                                                                                                                                               H   HA
                                                                                                                                                            IC

                                                                                                                                                                                                                                                                    Biggenden
                                                                                                                                                         LE

                                                                                                                                                                                                          Mundubbera                                                                             Maryborough
                                                                                                                                                Taroom
                                                                                                                                                                                                                                           Gayndah

       7
                                                                                                                                                            1 Context
Central Queensland Tourism Opportunity Plan - Queensland.com
Tourism in Central Queensland is a growing part of a large                                  > The price of oil has fallen by over 70% from its peak of
                regional economy, one which is currently primarily driven by the                              US$147.00 per barrel in July 2008 to under US$40.00
                resource and mining industry boom. In the year ended                                          in late December. Australian fuel prices are falling
                December 2007, domestic overnight leisure visitors spent over                                 significantly, enhancing the price competitiveness of
                $507 million in the Fitzroy Region, with tourism accounting for                               Australian inbound and domestic (especially drive)
                10.9% of all employment (8,000 full-time equivalent positions)                                tourism.
                in the Capricornia Region in the 07-08 year. In the year ended                          Notwithstanding these positive factors, the forecasts suggest
                June 2008, the Central Queensland Region received over 1.33                             that in 2009:
                million visitors, staying for over 5 million visitor nights in the
                                                                                                            > Inbound tourist arrivals will fall by 4.1%, but to rebound
                region. Over the past 5 years, growth in the domestic market                                  by 5.3% in 2010. This will result in the worst calendar
                has been flat (accounting for 90% of visitation to the region)                                year performance for inbound tourism since the pilot
                while the international market has grown by 6%. Currently, the                                strike of 1989, when inbound travel fell 7.5% due to the
                intrastate market (mostly within 400km) is the most significant                               pilot strike.
                for the Central Queensland Region, while Europe (excluding                                  > Domestic tourism visitor nights will fall by 0.9% and
                UK and Germany) is the primary international source market.                                   increase by 1.0% in 2010.
                Over the next 10 years, Central Queensland’s regional                                       > Outbound Australian tourism departures will fall by 2.9%
                economy, population growth and investment will continue to                                    but bounce back in 2010.
                be driven by the mining, mineral resources and energy                                   The Tourism Forecasting Committee also suggest that while
                industries. While population growth in the region is not                                there is a forecast downward trend in terms of activity, the
                expected to grow as rapidly as the State average, the                                   lower Australian dollar (and lower petrol prices) will support
                infrastructure requirements to meet the needs of industry will                          growth in tourism spending in Australia. The lower Australian
                be substantial. There will be increasing pressure on transport                          dollar will increase the purchasing power of international
                infrastructure, community resources and utilities in these areas                        visitors, while lower oil/petrol prices will increase car travel for
                in order to meet growing demand.                                                        Australians travelling domestically, boosting day trip
                                                                                                        expenditure. Therefore, total spending on tourism in Australia
                The challenge for resource-rich economies such as Central
                                                                                                        (or total tourism consumption) is forecast to increase by 0.3%,
                Queensland is the ability to diversify activities in order to ensure
                                                                                                        with the 1.8% increase in the larger domestic visitor segment,
                long-term economic and regional sustainability. Tourism
                                                                                                        offsetting the 3.6% decrease in international consumption.
                provides this opportunity, and while the mining and energy
                boom means that the economic structure of the Central                                   The long-term forecast is for an average annual increase of
1 Context

                Queensland Region is not currently heavily reliant on tourism,                          1.7% from 2007-2017, mainly from growth in inbound tourism.
                the contribution of tourism related industries and visitor                              International visitor arrivals are projected to increase at an
                expenditure to the region is growing. Tourism needs to be                               average annual rate of 3.7% over the period between 2007-
                considered in the future infrastructure and services planning                           2017 with China expected to become our second largest
                and development for the region in order to support and                                  inbound market (currently fifth) and New Zealand will remain
                maximise the current industry growth in the region by providing                         our largest market albeit with lower share (forecast to be
                lifestyle and recreation opportunities for residents.                                   15.6% in 2017 compared with 20.2% in 2007).

                                                                                                        Therefore, the following table should be considered in the
                1.3         Future Tourism Profile                                                      context of the revised forecasts. Key factors in Central
                Future tourism demand to 2017 has been projected for the                                Queensland’s favour are the stronger domestic drive market,
                Central Queensland Region based on Tourism Forecasting                                  upon which Central Queensland relies for almost 80% of its
                Committee report (September 2008)3 prepared prior to the                                visitors and the daytrip market which is supported by
                global financial crisis. The underpinning assumption is that the                        population growth. As only 10% of visitors to Central
                Central Queensland region can maintain its 2007 market share                            Queensland are international visitors and the majority of these
                of international and domestic visitors and growth rates are                             are from the UK (20%), Germany (12.5%) and New Zealand
                determined by the visitor night forecasts for Australia prepared                        (11%) the region will be less affected by other regions. The
                by the Tourism Forecasting Committee.                                                   Tourism Forecasting Committee forecasts suggest that the UK
                The Tourism Forecasting Committee has since released a                                  market will grow 8.2% over nine years (2008-2017), and while
                revised forecast. The revised Forecasts for 2009 and beyond                             the German market will only grow by 1.8%, the New Zealand
                were released in early February and the key points are                                  market is forecast to grow 11% over the same period.
                summarised below. The Tourism Forecasting Committee
                highlights that while lower world economic growth in 2009 will
                have a negative impact on world tourism and, although
                Australian tourism will not escape these impacts, several
                factors will partly offset these effects, including:

                    > The fall in the Australian dollar from its ‘resources
                      boom’ peak (US$0.98 to US$0.62) which improves the
                      competitiveness of Australian inbound tourism against
                      other destinations, and the competitiveness of domestic
                      tourism against outbound travel.

                3 Tourism Queensland provides no warranty for the figures provided by the Tourism Forecasting Committee in the September 2008 report prepared prior to the global
                  financial crisis.

            8   Central Queensland Tourism Opportunity Plan 2009–2019
Table 1        Central Queensland Domestic and International Visitation Forecasts
                                                                                                                       Avg. Annual
                                                                                              Increase on 07
                  (000’s)                    2001        2007        2012         2017                                  increase
                                                                                              2012       2017        2007-12   2012-17
                       Domestic              1,261       1,177       1,291        1,349         114           172     1.9%       0.9%
       Visitors        International            128         129       171           219          42            90     5.8%       5.1%
                       Total                 1,389       1,306       1,462        1,568         156           262     2.3%       1.4%
                       Domestic              4,800       3,804       3,616        3,691        -188       -113        -1.0%      0.4%
   Visitor Nights      International            567         779      1,016        1,294         237           515     5.5%       5.0%
                       Total                 5,367        4,583      4,632        4,985          49           402     0.2%       1.5%
                       Domestic                 3.8         3.2           2.8        2.7       -0.4           -0.5    -2.8%     -0.5%
 Avg stay (nights)     International            4.4         6.0           5.9        5.9       -0.1           -0.1    -0.3%     -0.1%
                       Total                    3.9         3.5           3.2        3.2       -0.3           -0.3   -2.0%       0.1%

Source: Summary of forecasts prepared by Tourism Queensland (2008)

Based on the previous TFC forecasts (September 2008) daytrippers to the Central Queensland Region are projected to increase
from 1,997,000 in 2007 to 2,004,000 in 2017 – an additional 7,000 daytrippers or 2.2% per year (in line with population growth).
The combined forecast increase in the resident and visitor populations between 2007 and 2017 of an additional 28,300 persons
represents an increase of 13 percent over 2007 population levels based on the 2008 forecasts.

                       International Visitors                                                Domestic Visitors

 Visitor Projections

 ■■   Growth in overall international visitor numbers                ■■    Slow to moderate growth in both interstate and intrastate
 ■■   Declining average length of stay                                     markets
                                                                     ■■    Relative growth in the VFR market
                                                                     ■■    Declining average length of stay

                                                                                                                                               1 Context
 Demand Projections for Activities

 ■■   Growth in the demand for outdoor and nature based              ■■    Growth in the demand for social activities – VFR, eating
      activities                                                           out, events, daytrips etc

The TOP recommendations for catalyst projects take into account the long-term trends, rather than the short-term impacts of the
global financial crisis. That is, an annual average increase of around 1.7% per annum accounting for a returning international
inbound market and a slowing but still driving domestic market. It should be noted that trends towards shorter holidays, low-cost
air travel and more ‘experiential’ holidays remain underpinning social trends that impact on the type, if not the volume, of future
holidays. Central Queensland continues to be well-positioned with accessible reef, un-crowded coastlines, and unexplored
hinterlands within close proximity of growing population centres.

                                                                                                          Botanical Gardens, Rockhampton

                                                                                                                                           9
Roundhill Head,
            Seventeen Seventy    2 Methodology
                                 Head

                                 2.1         Tourism Opportunity Plan                                  Department of Infrastructure and Planning

                                             Development Methodology                                   Department of Environment and Resource Management/
                                                                                                        Queensland Parks and Wildlife Service
                                 Consistent with the TOP template developed by Tourism
                                                                                                       Other State Government agencies
                                 Queensland, the methodology undertaken to develop the
                                                                                                       Regional Development Australia
                                 Central Queensland TOP included six key phases:
                                                                                                       Community Organisations
                                 ■■   Phase I – Project Initiation                                     Investors/Developers
2 Methodology

                                 ■■   Phase II – Situation Analysis                                    Tourism Operators/Industry
                                 ■■   Phase III – Development of a Future Tourism Profile
                                                                                                   Surveys were used to gain an initial understanding of the
                                 ■■   Phase IV – Analysis of Investment and Infrastructure
                                                                                                   tourism industry in the region and seek input on the desired
                                 ■■   Phase V – Preparation of Draft TOP
                                                                                                   future of tourism for Central Queensland. In-region workshops
                                 ■■   Phase VI – Preparation of Final TOP
                                                                                                   and meetings with key stakeholders then allowed for the
                                 A full summary of the methodology is provided in Appendix 1.      identification of specific issues indicating infrastructure gaps
                                                                                                   and investment and development opportunities in the region.
                                                                                                   Individual meetings were held with key stakeholders such as
                                 2.2         Stakeholder Consultation                              developers and investors. Appendix 3 provides a list of the
                                 A high level of stakeholder consultation was undertaken in the    stakeholders consulted throughout this process.
                                 development of the TOP. The commitment and involvement of
                                 the Steering Group was essential in the development of the
                                 TOP. The Steering Group provided direction, feedback and
                                                                                                   2.3        Data Sources and Limitations
                                 input on the project and provided the consultant with valuable    The consultants have used a combination of quantitative and
                                 insight and advice on the future growth and development of        qualitative primary and secondary data sources in the analysis
                                 tourism in the region. Please refer to Appendix 2 for a list of   and preparation of the TOP. Where possible, all quantitative
                                 the Steering Group members.                                       data sources have been verified and all reports associated with
                                                                                                   the TOP have been presented to a wide range of stakeholders
                                 A combination of stakeholder surveys, workshops and               for verification and feedback. Efforts have been made to
                                 interviews were used to engage and consult stakeholders           provide a comprehensive profile of tourism development in the
                                 throughout the TOP process. Key stakeholders were identified      region, there are however inherent limitations in data sets and
                                 to form part of a project Reference Network. The Reference        sources.
                                 Network was the key point for consultation throughout the
                                 project in order to provide input into the development of the     The Central Queensland Region covers a geographic region
                                 plan and to gain ownership and engagement into the final plan     126,750 square kilometres, covering four Local Government
                                 and its implementation. The wider consultative Reference          Areas and 14 Statistical Local Areas. There are a number of
                                 Network included key stakeholders from:                           challenges in presenting and analysing data for this large
                                                                                                   region. Outlined below are the principles used in the sourcing,
                                     Department of Employment, Economic Development and           presentation and analysis of data for the Central Queensland
                                      Innovation (formerly Department of Tourism, Regional         Region:
                                      Development and Industry)
                                     Regional/Local Tourism Organisations                         ■■   Where possible, data has been presented for the entire
                                                                                                        Central Queensland region;
                                     Local Government representatives
                                                                                                   ■■   Statistical information has been presented for the Central
                                     Department of Transport and Main Roads
                                                                                                        Queensland region as per the definition in the DMPs;
                                     Queensland Transport

                    10           Central Queensland Tourism Opportunity Plan 2009–2019
■■   Visitor and population data has also been presented for the            the product or investment opportunity fill a gap in meeting
     Central Queensland region using the definition provided in             visitor and community demands for infrastructure and
     the DMPs;                                                              tourism related investment?
■■   Economic data has been presented for the four Local               4. Alignment with Government Priorities – Is the project
     Government Areas within the Central Queensland region –              likely to face insurmountable barriers or obstacles as a
     Rockhampton, Gladstone, Central Highlands and Banana.                result of not meeting the Local, State or Federal
     Due to data restrictions at the time of publishing, the data         Government’s priorities? Is the project likely to gain support
     sourced for these regions has been based on the 12                   from the key decision-makers?
     Councils which merged on the 15th of March 2008 to form           5. Alignment with the Vision and Community Aspirations
     the four new Regional Councils;                                      – Is the project aligned with government, industry and
■■   Where data is not available for the four major Local                 community aspirations and vision for tourism in the Central
     Government Areas, data is presented for the Fitzroy                  Queensland Region over the next 10 years?
     Statistical Division. This division is used in the DMPs as        Based on the agreed set of assessment criteria, the identified
     representative of the Central Queensland Region.                  projects for the Central Queensland TOP will be classified into
The data provided in this report aims to provide an overall            one of the following categories:
analysis of the Central Queensland region in order to ensure           ■■   Catalyst Projects – These projects are tourism investment
that the final TOP provides a consistent approach to the                    or infrastructure projects of regional significance which are
investment, planning and development of tourism infrastructure              expected to act as a catalyst to a range of other
for the entire Central Queensland Region.                                   investment, marketing and product development
                                                                            opportunities. These projects have undergone an initial
                                                                            stakeholder and criteria assessment of their feasibility and
2.4        Project Assessment Criteria                                      been agreed as a catalyst project for the region. Generally,
A wide variety of projects have been put forward as part of the             a catalyst project will meet 4 – 5 of the assessment criteria
Central Queensland TOP process. In order to undertake an                    requirements.
initial assessment of the feasibility of these projects a set of       ■■   Regional Priority Projects – These projects are tourism
assessment criteria were developed in consultation with key                 investment or infrastructure projects that are a priority for a
stakeholders. The agreed criteria for the assessment of the                 particular sub-region of Central Queensland. These projects
identified Central Queensland TOP projects were:                            have undergone an initial stakeholder and criteria

                                                                                                                                                   2 Methodology
                                                                            assessment of their feasibility and been agreed as a priority
1.	 Product Uniqueness – Is the product or investment
                                                                            for the area. Generally, a sub-regional priority project will
    opportunity unique to the Central Queensland region or
                                                                            meet 3 – 4 of the assessment criteria requirements.
    within the competitive destination set? Will the project
                                                                       ■■   Long Term Projects – These projects are the additional
    provide a visitor experience that is not currently available for
                                                                            tourism investment or infrastructure projects that have been
    the target market either somewhere else in the Central
                                                                            identified throughout the stakeholder consultation process.
    Queensland region or in another easily accessible
                                                                            In the stakeholder and criteria assessment process, these
    destination? Will the product provide a competitive
                                                                            projects were identified as not feasible to be undertaken
    advantage for the region?
                                                                            either in the time horizon of the TOP or due to significant
2.	 Target Market Needs – Will the product or investment
                                                                            barriers restricting the project’s development. Generally, a
    opportunity meet the needs of new target markets in the
                                                                            long term project will meet less than 3 of the assessment
    future? In particular, will the product or investment
                                                                            criteria requirements.
    opportunity fill a gap in meeting the needs of the growth
    target markets? Is the opportunity supply driven?
3. Demand Driven – Does the demand forecasts for future
   activities and current target market demands support the
   development of the project or investment opportunity? Will

                                                                                                                                   Biloela

                                                                                                                                              11
3 A Vision for the Central
                              Gladstone Marina   Head
                                                   Queensland Region

                                                 The Central Queensland DMPs (2007), identify the vision for         ■■   Target a specific market that appreciates the region’s
                                                 the region as ‘Support a partnership approach to tourism                 unique character and successfully provide infrastructure
                                                 development and marketing to create a sustainable and                    suitable to their needs;
 3 A Vision for the Central

                                                 profitable tourism industry throughout Central Queensland’.         ■■   Products that match the natural assets of the region that
                                                                                                                          provide immersive experiences where you can get away
		 Queensland Region

                                                 The Central Queensland; A New Millennium Report (2002)                   from the crowds; and
                                                 identifies the vision for the region as ‘Central Queensland
                                                                                                                     ■■   Support a profitable and sustainable tourism industry.
                                                 aspires to be the most diverse and prosperous region in
                                                 Australia. This will be achieved by economic growth that is         The recommended Central Queensland TOP Vision is:
                                                 ecologically sustainable and where people and industry work in
                                                 harmony with the environment for the benefit of both present        “Encourage profitable and sustainable development that
                                                 and future generations whilst respecting the diversity of our       immerse targeted visitors in experiences that are
                                                 past’.                                                              sensitive to the unique natural and cultural assets and
                                                                                                                     the lifestyle of Central Queensland”
                                                 In order for the recommendations of the TOP to be agreed by
                                                 stakeholders, prioritised and taken forward, there is a need to     The Central Queensland region will provide a number of
                                                 develop a clear vision for tourism related investment and           ‘signature experiences’ for both the domestic and growing
                                                 infrastructure in the Central Queensland region over the next       international market. These experiences will be developed to
                                                 ten years.                                                          position the destination known for uncrowded nature-based
                                                                                                                     tourism, access to the Southern Barrier Reef and Islands,
                                                                                                                     hands-on geo-tourism, industrial and educational tourism, and
                                                 3.1        Central Queensland Tourism                               an experience of the relaxed, outdoors and active lifestyle of
                                                            Opportunity Plan Vision                                  the people of Central Queensland. The catalyst and regional
                                                 From the stakeholder consultation process, a number of              priority projects included in the TOP aim to deliver on these
                                                 common themes can be identified as core elements of a vision        experiences while supporting economic growth and
                                                 for the future growth and development of tourism in the             contributing to the quality of life of the destination’s residents.
                                                 Central Queensland region. The following development goals
                                                 were used as the basis for the vision for tourism opportunities     3.2        Target Markets
                                                 in Central Queensland to 2019.
                                                                                                                     Domestic Consumer Segmentation
                                                 The types of development desired in Central Queensland are          Since the Central Queensland DMPs were published, Tourism
                                                 projects that:                                                      Queensland has undertaken a new approach to identifying
                                                                                                                     domestic target markets, based on consumer segmentation.
                                                 ■■   Contribute to a positive image of area as destination in its
                                                      own right (not just a stopover) for local and international    The segmentation is a result of research of some 6,000
                                                      visitors and business people;                                  Australian consumers, looking to understand the emotional
                                                                                                                     drivers for their ideal holiday experience. Based on the results
                                                 ■■   Recognise and highlight the internationally and nationally
                                                      significant natural and heritage assets;                       of this research the consumer group best suited to Central
                                                                                                                     Queensland is the ‘Connectors’. This group make up 32% of
                                                 ■■   Successfully blend eco and industrial tourism to create
                                                                                                                     the travelling domestic population including a wide range of
                                                      a spectrum of experiences that encourage an increased
                                                                                                                     lifecycle segments from families to empty nest and retired
                                                      length of stay;
                                                                                                                     couples.
                                                 ■■   Protect and enhance the lifestyle of residents in Central
                                                      Queensland;

                                    12           Central Queensland Tourism Opportunity Plan 2009–2019
Connectors see holidays as a chance to connect with the                           Target Market Needs
people they care most about. They will often compromise their
                                                                                  In addition to the ‘Connector’ market regional stakeholders
own preferences in terms of activities to ensure everyone has
                                                                                  identified the following emotional needs that a Central
a good time. It’s about what is real and what’s really important;
                                                                                  Queensland holiday will meet for the visitor in 2020.
(Tourism Queensland, 2008)4
                                                                                  ■■   “Escape” Escape to Reality – Real Adventure, Real
The Central Queensland DMPs (2007) identify the core target                            Experiences, Real Holidays. From snorkelling the reef,
market segments that are expected to provide the greatest                              fishing and surfing to gem fossicking, outback cattle
potential for growth of tourism in the region. These target                            stations, scenic gorge country, or touring industrial giants –
markets align well with the ‘Connectors’ market segment,                               the experience is real in Central Queensland, not
however it is important to note that ‘Connectors’ needs go                             manufactured;
beyond that of a lifestage and look for experiences that bring                    ■■   “Discovery” Discovering nature, discovering industry,
the group together. For the purpose of the TOP the following                           heritage, culture and discovering self. Experiences of
target markets are the primary focus for product development                           exploring, learning, reconnecting, understanding, reflecting,
and marketing activities from 2007 – 2010 and should also                              regenerating, rejuvenating;
provide the focus for the TOP in recommendations made on                          ■■   “Learning/Education” Learning about the lifestyle of the
infrastructure and investments priorities.                                             Central Queensland Region, learning about the industry and
                                                                                       job opportunities, learning about nature, culture and
Core Target Markets                                                                    heritage of the region, and imagining what it would be like
■■   Couples and families 35 years and over from Brisbane and                          to ‘live the life’;
     South East Queensland                                                        ■■   “Adventure” Many adventurous things to do, fishing,
■■   Young parents from Regional Queensland (excluding South                           surfing, snorkelling, visit National Parks, gem fossicking,
     East Queensland)                                                                  visit coastal townships.
     Couples and families 35 years and over from Northern New

                                                                                                                                                              3 A Vision for the Central
■■
     South Wales

                                                                                                                                                             		 Queensland Region
Special interest and developing markets include long-haul self-
drive, visiting friends and relatives, fishing, fly/drive, geo
tourism, golf tourism, adventure/nature-based, education,
marine, sporting, business and events. A growing target
market for the region will be international visitors including
Central Queensland as part of a larger coastal itinerary (Cairns
to Brisbane) travelling in hire cars or on long-distance buses.

                                                                                                                                              Biloela

4    Segmentation Analysis Discussion Paper, Tourism Queensland (November 2008)

                                                                                                                                                        13
Roslyn Bay   4 GAP Analysis
                              Head

                              The following gap analysis is based on a combination of stakeholder consultation and feedback, desktop research and an analysis
                              of relevant secondary data and information. This gap analysis focuses on the future investment and infrastructure potential for the
                              region and was used to underpin the development of recommendations contained within the TOP.

                              4.1        Destination Challenges
                                                        Destination Strengths                                          Destination Weaknesses
4 GAP Analysis

                               ■■   Diverse range of natural attractions                          ■■   Lack of internationally ready product
                               ■■   Proximity to reef and access to un-crowded beaches            ■■   Low consumer awareness and preference
                               ■■   Niche / special interest experiences and attractions          ■■   Public transport availability
                                    including geo-tourism                                         ■■   Limited conference and events facilities
                               ■■   Marina facilities                                             ■■   Reliance on the domestic market, in particular the VFR
                               ■■   Road / rail access                                                 market
                               ■■   Strong drive touring destination                              ■■   Accommodation room stock for business and leisure
                               ■■   High conversion rate visitors who are aware of then visit     ■■   Perceived as a gateway or stop-over destination
                                    Central Queensland                                            ■■   Limited availability of commercial tours including industrial
                               ■■   Increasing air capacity                                            tours
                               ■■   Emerging international destination                            ■■   Lack of destination identity in leisure tourism
                               ■■   Range of adventure and educational product
                               ■■   A number of major events
                               ■■   Industry and Local Government support for tourism
                                    development

                                                                                                                                               Aerial Seventeen Seventy

                 14           Central Queensland Tourism Opportunity Plan 2009–2019
4.2        Planned Projects Supporting the Tourism Opportunity Plan
The TOP aims to identify new projects and opportunities, which will build on a range of projects already planned or underway. While
not an exhaustive list, the projects identified below have been identified in Central Queensland through the stakeholder consultation
process:

 Regional transport upgrades that benefit tourism

 ■■   Air: Significant upgrades are planned for the Emerald airport and the Gladstone Airport to allow aircraft operating direct
      services to Cairns, Brisbane, Sydney and Melbourne
 ■■   Road: Rubyvale – Clermont Road (sealing in 5-6 years), Anakie – Capella (improvements), Blackwater – Rolleston Road,
      Agnes Water – Seventeen Seventy
 ■■   Rail: Gladstone to Rockhampton Rail line upgrade
 ■■   Public Transport: Qconnect public transport program, Gladstone Region Public Transport and Road Signage Study,
      Rockhampton flood, road, rail transport study, regular local bus in Seventeen Seventy and Agnes Water with a possible
      extension to run between Gladstone, Bundaberg and Agnes Water/Seventeen Seventy in the future. Greyhound have
      commenced services along the Capricorn Highway servicing locals and the backpacker market.
 ■■   Sea: Gladstone Marina upgrades

 Trail development

 ■■   Dig the Tropic – geo-tourism education and adventure trail from Boulia to Rockhampton
 ■■   Carnarvon Gorge Great Walk
 ■■   Mapping upgrade of the existing Bicentennial National Trail
 ■■   Regional Arts Development Fund proposal to develop a Cultural Trail across the region
 ■■   Upgrade of the ‘Nature Trail’ and Balloon Cave Heritage Trail at Carnarvon Gorge with interpretation
 ■■   Accreditation of the rail line in Mt Morgan.

 Precinct development

                                                                                                                                             4 GAP Analysis
 ■■   Emerald CBD revitalization, Emu Park CBD redevelopment
 ■■   Zamia Parklands (Springsure)
 ■■   Sandstone Country Draft Plan
 ■■   Review of the Callide Mine Lookout development opportunities
 ■■   Rockhampton Cultural Centre relocation to a new cultural precinct in the CBD
 ■■   Rockhampton Exhibition Centre
 ■■   Benaraby Raceway Motorsports facilities upgrade and Master Plan
 ■■   Seventeen Seventy foreshore redevelopment and walkway project as part of a Q150 grant
 ■■   Rockhampton Riverfront development
 ■■   Upgrading of interpretive signage at Lake Nuga Nuga National Park, Lonesome National Park and the Mount Moffatt section
      of Carnarvon National Park
 ■■   Middle Island (off Seventeen Seventy) corporate camping and team building tours
 ■■   Mount Morgan Tourism Plan implementation
 ■■   Moura Mine viewing platform
 ■■   Yeppoon Civic Centre Precinct development has been put forward for funding by the Federal Governments local
      infrastructure fund

                                                                                                                                        15
Accommodation development and upgrades

                       ■■   Capricorn Resort Yeppoon 15 year Masterplan including refurbishment of the existing facilities and the development of up to
                            280 new rooms across a variety of star ratings
                       ■■   Gemfields Accommodation – Sapphire Motel (16 rooms), Motel at Anakie (36 rooms), Tavern / Motel in Springsure (65
                            rooms), 60 Unit Motel in Emerald (old Sawmill site), Capella Motel (69 room)
                       ■■   Redevelopment of Great Keppel Island – Tower Holdings have an extensive development plan for the island
                       ■■   Hummock Hill – The proposed Hummock Hill development includes two resort hotels with 350 rooms total, a conference
                            centre, health spa, 18 hole golf course, residential development and an educational facility in addition to the road access,
                            boat ramps, iconic bridge and precincts for commercial, leisure, and residential use
                       ■■   Barracks Hotel Complex in Rockhampton – military museum and conference facility
                       ■■   Hotel and residential development on Quay St Rockhampton
                       ■■   The Strand Hotel refurbishment, Echelon and Indigo Blue development at Yeppoon
                       ■■   Rockhampton Airport Hotel (proposed)
                       ■■   Accommodation at Rosslyn Bay Inn Resort (proposed)
                       ■■   Caravan and Campervan park at Seventeen Seventy (development approval stage)
                       ■■   Extensions to the Seaspray and Zilzie Bay Resorts on the Capricorn Coast
                       ■■   Ecotourism and backpacker accommodation at Koorana Crocodile Farm including an over-water (over the crocodile
                            enclosure) Croc Farm-Stay

                      4.3        Investment and Infrastructure Gaps
                      Provided below is a summary of the investment and infrastructure challenges and gaps that have been identified for the Central
                      Queensland Region for the future development and growth of tourism. These are the current gaps that are limiting the region from
                      achieving sustainable tourism growth and meeting the needs of the priority target markets. This overview of investment and
                      infrastructure gaps is broken down by Local Government Area and is based on a combination of stakeholder consultation and
4 GAP Analysis

                      desktop research.

                       Banana Shire Council Area

                       ■■   Lack of a collective vision, approach and focus that links tourism, lifestyle and economic development
                       ■■   Local understanding of the value of tourism and the need for investment
                       ■■   Local Government challenge in balancing attracting investment and still regulating development
                       ■■   Making the most of the local and regional tourism assets
                       ■■   Increasing need for medical and educational services with a growing population
                       ■■   Need for further development and investment into existing businesses
                       ■■   Attracting a tourism labour force due to competition with industrial and mining industries
                       ■■   Lack of budget accommodation
                       ■■   Actions identified in the Biloela Tourism Strategy that have not been taken forward
                       ■■   Creation of a tourist drive or itinerary for the Dawson Highway called the ‘Gorges Way’.
                       ■■   Intra-regional public transport
                       ■■   Recognising tourism as an important part of economic development – particularly when the mining boom is over
                       ■■   Town and airport presentation
                       ■■   Water

                       Central Highlands Regional Council Area

                       Emerald/Gemfields
                       ■■   Utilities, Services and Infrastructure including sewerage, communications – mobile coverage, broadband, and pedestrian
                            linkages
                       ■■   Residential land development is held-up (native title)
                       ■■   Roads linking the townships need to be sealed – Springsure – Tambo, Duaringa – Bauhina Downs (Woorabinda section)
                       ■■   Skilled staff attraction and retention – commitment to train (link to liveability)
                       ■■   TAFE in Emerald is under utilised
                       ■■   Carnarvon Gorge infrastructure – walkways, power supply (brown-outs) and air access
                       ■■   Self-contained travellers need parking areas and dump-points (should be user pays)
                       ■■   Fossicking areas are hard to get into and around (wash-outs, corrugations)

                 16   Central Queensland Tourism Opportunity Plan 2009–2019
Central Highlands Regional Council Area

Sandstone Country Plan
■■   Increasing traffic and impacts/safety of road particularly in key sections to encourage increased dispersal
■■   Increasing demand on electricity
■■   Desire for more interpretation
■■   Management of weeds and feral animals
■■   Secure parking, particularly for the great walks
■■   Increasing demand for new or lesser visited locations
■■   There is going to be more of the high spending visitors around (eco and luxury pampering)
■■   Confusing and missing signage
■■   Safety in terms of mobile phone coverage
■■   Lack of health services nearby
■■   Access – Getting deliveries, supplies and basic services
■■   Communication (between local stakeholders)
■■   Sustainability/ecological footprint of visitors (in terms of getting here as well as getting around the park)
■■   Accommodation for staff

Gladstone Regional Council Area

Gladstone
■■   The image of tourism and residents negative perceptions of things to do in Gladstone
■■   Lack of marina facilities at Boyne River
■■   The southern entrance to Gladstone needs improving
■■   Transport within the Gladstone region for those without their own car
■■   Increasing transport costs and access to cheap flights

                                                                                                                          4 GAP Analysis
■■   Not a vibrant city heart at night or on weekends
■■   Lack of indoor/wet weather options
■■   No international direct flights
■■   Distances between towns
■■   Charter fishing trips take a week – no day tours
■■   Land suitable for resorts is owned by State Govt (DNR)
■■   Raising the HMAS Gladstone to a site adjacent to the harbour

Agnes Water/Seventeen Seventy
■■   Water/Sewerage
■■   Lack of Government planning/vision for town plan
■■   Indoor/Wet weather options
■■   Transport – road to Agnes, intra-regional transport, parking
■■   Medical facilities and 24/7 medical services
■■   Upgraded Marina facilities and creek depth at Seventeen Seventy
■■   Lack of meeting facilities
■■   Changing the town name
■■   Options for swimming in stinger season
■■   Access closed to drive on key beaches (Chinaman’s, Rocky Creek, Spring Creek)
■■   Lack of retail development
■■   Managing accommodation and residential development within the coastal vernacular
■■   Activities for kids

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