Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...

 
CONTINUE READING
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
The Whitsundays
Tourism Opportunity Plan
2012–2016
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
DISCLAIMER – Whitsundays Marketing and Development and Tourism
Queensland make no claim as to the accuracy of the information contained
in the Whitsundays 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
decision.

DISCLAIMER – STATE GOVERNMENT
The Queensland Government makes no claim as to the accuracy of the
information contained in the Whitsundays 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.
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
Executive Summary                                                                                                                           Long Island

Purpose
The purpose of the Whitsunday Tourism Opportunity Plan (TOP) is             The TOP does not purport to canvas all possible projects for
to provide direction for the sustainable development of tourism in          the region. Further it is not a list of projects to be delivered by

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

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

                                                                                                                                                          i
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
Luncheon Bay

                         Catalyst Projects                                                                       Key Infrastructure Projects
                         Seven catalyst projects are identified for the Whitsunday region.                       Four key infrastructure projects which require immediate attention1
                         These are tourism investment or infrastructure projects of regional                     and which are canvassed in this TOP are:
Executive Summary

                         significance and which are expected to act as a catalyst to generate
                                                                                                                 1.   Increasing the supply of potable water to the regions (the
                         a range of other investment, marketing and product development
                                                                                                                      Burdekin Dam Pipeline Project and/or support for water
                         opportunities.
                                                                                                                      recycling);
                               Airlie Beach Water Park — utilising the existing lagoon                           2. Improving electricity supply and service delivery to the regions;
                               infrastructure;
                                                                                                                 3. Improving the supply of telecommunications services to the
                               Airlie Beach Flow Rider Attraction — developed as part of the                        regions; and
                               water park linked to the exising Airlie Beach Lagoon;
                                                                                                                 4. Introducing effective waste management systems, especially
                               Airlie Beach Tourist Precinct — project to link the key tourism                      for boat sullage.
                               elements of Airlie Village including the main street, foreshore,
                                                                                                                 5. Monitor and improve road access to the region.
                               lagoon, Port of Airlie, lookout and visitor centre, botanic
                               gardens and bicentennial walkway, and a marine discovery
                               centre;
                               Airlie Beach Community, Event and Conference Venue — to
                               serve as a multipurpose community and tourist facility that
                               could also be integrated with a major car park close to the main
                               street of Airlie Village;
                               Bowen Produce Centre — to serve as a focal point for the sale
                               and presentation of locally grown fruit and vegetables, seafood
                               and gourmet produce;
                               Whitsundays Dive Wreck Trail — to start from the Bowen Jetty,
                               with other sites including Stone Island, Hideaway Bay, and
                               various sites off Airlie Beach and surrounding Whitsunday
                               island;
                               Airlie Beach Development — consolidation and updating of
                               Airlie Beach plans for development; and
                               Whitsunday Coast Airport Runway Extension – a proposed
                               270m extension to 2300m to increase the airport’s capability.

                         1    Projects 1-4 were noted by infrastructure agencies, councils, operators and developers-investors in the development of the original Mackay Whitsundays RTIIP
                              2006-2012. Project 5 was identified in the RTIIP review in 2012.

                    ii
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
Contents                                                                                                                                                                                            Hamilton Island Golf Course, Dent Island

Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I                           6   Key Infrastructure Projects. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
        Purpose. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i       6.1      Increasing the Supply of Potable Water to the Region . . . 16
        Catalyst Projects. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii                6.2 Improving electricity supply . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
        Key Infrastructure Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  ii                          6.3 Improving the Supply of Telecommunications Services. .  17
                                                                                                                                             6.4 Introducing Effective Waste Management Systems. . . . . .  17
Acronyms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  2
                                                                                                                                             6.5 Monitor and Improve Road Access to the Region . . . . . . . .  17
1       Context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  3
                                                                                                                                         7   Investment Projects. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
        1.1      What is a Tourism Opportunity Plan?. . . . . . . . . . . . . . . . . . . . . . . 3
                                                                                                                                             7.1     Accommodation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
        1.2       The Region . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
                                                                                                                                             7.2 Attractions and Activities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
        1.3      Tourism in the Region . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
                                                                                                                                             7.3 Transport. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  20
2       Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  7                        7.4 Superstructure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  21
        2.1       TOP Development Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . 7                                         7.5 Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
        2.2 Project Assessment Criteria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7                                      7.6 Community. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

3       A Vision for The Whitsundays Region. . . . . . . . . . . . . . . . . . . . . .  8                                                    7.7 Strategic Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

        3.1       Vision and Themes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8                       7.8 Human Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

        3.2 Target Markets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8                      7.9 Infrastructure Opportunities and Issues. . . . . . . . . . . . . . . . . . 24

        3.3 Whitsunday Regional Council Community Plan. . . . . . . . . . . . 9                                                          8   Implementation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
4       Gap Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  10
        4.1      Destination Opportunities and Challenges . . . . . . . . . . . . . . . 10
        4.2 Potential Growth Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

5       Catalyst Projects. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
        5.1 Airlie Beach Water Park. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  12
        5.2 Airlie Beach Flow Rider Attraction . . . . . . . . . . . . . . . . . . . . . . . .  12
        5.3 Airlie Beach Tourist Precinct . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  13
        5.4 Airlie Beach Community, Event and Conference Venue. .  13
        5.5 Bowen Produce Centre. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  14
        5.6 Whitsundays Dive Wreck Trail. . . . . . . . . . . . . . . . . . . . . . . . . . . . .  14
        5.7 Airlie Beach Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  15
        5.8 Whitsunday Coast Airport Runway Extension . . . . . . . . . . . .  15

                                                                                                                                                                                                                                                                    1
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
Acronyms                                                               Catseye Bay, Hamilton Island

               DMP     Destination Management Plan

               DSDIP   Department of State Development, Infrasturcture and Planning

               DTS     Destination Tourism Strategy

               EW      Enterprise Whitsundays

               GBR     Great Barrier Reef
Acronyms

               GRP     Gross Regional Product

               IVS     International Visitor Survey

               LGA     Local Government Area

               LTO     Local Tourism Organisation

               NVS     National Visitor Survey

               QPWS    Queensland Parks and Wildlife Service

               QTIC    Queensland Tourism Industry Council

               QTS     Queensland Tourism Strategy

               RDA     Regional Development Australia Mackay Whitsunday Isaac

               RTIIP   Regional Tourism Investment and Infrastructure Plan

               RTO     Regional Tourism Organisation

               TOP     Tourism Opportunity Plan

               TQ      Tourism Queensland

               VIC     Visitor Information Centre

               WM&D    Whitsundays Marketing and Development

               WRC     Whitsunday Regional Council

           2
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
1 Context                                                                                                                               Tongue Bay, Whitsunday Island

1.1 What is a Tourism Opportunity Plan?                                               one-on-one interviews, attending council meetings and hosting
                                                                                      interactive stakeholder forums. The update of this plan to a TOP in
The purpose of this Tourism Opportunity Plan (TOP) is to provide                      2012, involved consultation with key stakeholders the Queensland
direction for the sustainable development of tourism in The                           State Government, Whitsunday Regional Council, Whitsundays
Whitsundays region over the next five to ten years.                                   Marketing and Development, Regional Development Australia
                                                                                      Mackay Whitsunday Issac (RDA) and industry leaders.
The TOP aims to:

                                                                                                                                                                            1 Context
                                                                                      The TOP provides a platform which focuses specifically on tourism
    Identify new and upgraded tourism product that meets future
                                                                                      product, investment and infrastructure needs that are critical to the
    visitor expectations and demands;
                                                                                      future growth and development of tourism in the region.
    Identify the need for new investment in infrastructure that
    supports the ongoing development of tourism;
    Provide relevant research based information on tourism supply                     1.2        The Region
    and demand; and
                                                                                      The Whitsundays region is supported by its own regional tourism
    Provide an agreed focus and mechanisms for engagement                             organisation (RTO)2 and by its own Destination Tourism Strategy
    with the tourism industry, infrastructure providers and private                   (DTS)3.
    investors.
                                                                                      The Whitsundays Destination Tourism Strategy, in articulating the
The Queensland Government held the inaugural DestinationQ                             agreed tourism direction for the destination, provides the strategic
forum in Cairns on 25 and 26 June 2012. The forum provided an                         platform for:
opportunity for more than 300 tourism industry representatives to
                                                                                           Guiding Tourism Queensland, Whitsundays Marketing and
contribute to the policy direction of the Queensland Government.
                                                                                           Development’ and other stakeholder’s individual planning and
The forum culminated in the development of a Partnership
                                                                                           activities; and,
Agreement between industry and government. A key element of the
Partnership Agreement included the recognition that both industry                          Fostering the efficient, effective and coordinated use of
and government must work together cooperatively, and contribute                            resources to grow sustainable tourism development in the
jointly, to achieving the Tourism 2020 goals. This principle will also                     Whitsundays up to 2016
apply to the projects outlined in this TOP. This will require that
                                                                                      The Whitsundays region incorporates part of the Great Barrier
industry, and federal, state and local governments all play a role in
                                                                                      Reef Marine Park, its associated islands (resort and National Park
delivering these projects.
                                                                                      islands) and adjacent mainland areas.
The audience of the TOP includes Local, State and Federal
                                                                                      For the purposes of this TOP, the tourism nodes and precincts have
Government agencies, regional economic development agencies,
Regional and Local Tourism Organisations, investors and                               been identified within the region as including.
developers and tourism industry operators.                                                 Whitsunday mainland: north of Laguna Quays through to
The development of the original RTIIP was based on extensive                               Bowen including Proserpine, Cannonvale and Airlie Beach, with
research as well as consultation with a diverse range of regional                          a focus on the leisure tourism concentration in Airlie Beach and
and external stakeholders including government agencies, tourism                           the Bowen Coast.
industry, tourism stakeholders, developers and investors. Hundreds                         Islands: the islands seaward of the regions’ coast, including the
of stakeholders were consulted throughout this project, through                            Whitsunday Islands.

2    Whitsundays Marketing and Development.
3    The DTS is a tourism strategy document for The Whitsundays region until 2016. A wide range and number of reports, plans, data and other current information used
    to compile this Destination Tourism Strategy and critical to its implementation is also available on Tourism Queensland and Whitsundays Marketing and Development
    websites: www.tq.com.au and www.tourismwhitsundays.com.au

                                                                                                                                                                        3
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
Table 1: Map of The Whitsundays Region

                                                                                                                                                                                                                                                         LEGEND

                                                                                                                                                                                                                                                              Major Airport

                                                                                                                                                                                                                                                              Small Airport
                                                                                                                                                                                                                                                              (light aircraft only)

                                                                                                                                                                                                                                                              Train Route

                                                                                                                                                                                                                      G RE
                                                                                                                                                                                             DARWIN

                                                                                                                                                                                                                       AT
                                                                                                                                                                                                                         BA
                                                                                                                                                                                                                             R
                                                                                                                                                                                                                                 R
                                                                                                                                                                                                                                     IE
                                                                                                                                                                                                                                          R
                                                                                                                                                                                                                                              R

                                                                                                                                                                                                                                              EE
                                                                                                                                                                                                             CAIRNS

                                                                                                                                                                                                                                                  F
                                                                                                                                                                                        AUSTRALIA                                             BRISBANE
                                                                                                                 THE WHITSUNDAYS
                   NORTHERN TERRITORY

                                                                                                                                                                                                            CANBERRA
                                                                                                                                                                             PERTH
                                                                                                                                                                                                 ADELAIDE                     SYDNEY

                                                                                                                                                                                                  MELBOURNE

                                                                                                                                                                                                                      HOBART

                                   SOUTH
                                 AUSTRALIA
                                                                                                                                                                                                                                              Pacific Ocean
1 Context

                                                                                     NEW SOUTH WALES

                                                                                                                                                                                   Fairy Reef                Net Reef

                                                                                                                                                                                                                                                         Oublier Reef

                                                                                                                                                                                                            Knuckle Reef
                                                                                                                                       The Great Barrier Reef
                        Townsville                                                                                                         Marine Park                                                    Line Reef
                                                        Bowen
                                                                                                                                                                                                        Hook Reef
                                                                                                                                                                                                                                                Elizabeth Reef
                                                                                                                                                                                                      Bait Reef                               Hardy Reef
                                                                                                                                                                   Hayman Island
                                                                                                                                                                                                                             Black Reef
                Collinsville
                                                                                                 Hydeaway Bay

                                                                                                                 Dingo Beach
                                                                                                                                                                                                         Hook Island
                                             P a ci f
                                               ic C

                                                        oa
                                                             st
                                                                  To
                                                                     u   ri n
                                                                                gR                                                                                                                                Whitsunday Island                         PERTH
                                                                                     ou                                                          Daydream Island
                                                                                                                                                                               South Molle
                                                                                      te

                                                                                                                                       Whitsunday Airport                        Island
                                                                                          (B
                                                                                          ru

                                                                                                                                                                                                                                     Whitehaven
                                                                                           ce

                                                                                                ig                                                                                                                                     Beach
                                                                                               H

                                                                                                     hw                                    Airlie
                                                                                                          a y)
                                                                                                                                           Beach            Shute Harbour

                                                             Peter Faust Dam
                                                                                                                                                                               Long Island               Great Barrier Reef Airport

                                                                                                                 Proserpine
                                                                                                                                            Cedar Creek                                                  Hamilton Island
                                                                                                                   Pr o                        Falls
                                                                                                                          se
                                                                                                                           rp

                                                                                                                                                               C on
                                                                                                                              in
                                                                                                                               e Riv

                                                                                                                                                                   wa y
                                                                                                                                er

                                                                                                                                                                    Na

                                                                         Whitsunday                                                                                                                    Lindeman Island
                                                                                                                                                                      t io

                                                                         Coast Airport
                                                                                                                                                                          na
                                                                                                                                                                          lP

                                                                                                                                                                               k
                                                                                                                                                                             ar

                                                                                                                           Laguna Whitsundays

                                                                                                                                                                                                                                                  Brampton Island

                                                                                                     Mackay
                                                                                                                                        Midge Point
                   © Tourism Queensland 2010

            4
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
The Whitsundays region is characterised by a coastal district and                   What is the current tourism profile of the Region?
islands within the Whitsunday Regional Council Area.
                                                                                    Tourism is the mainstay of the Whitsundays economy and makes
The Whitsundays region’s visitor experiences are found mostly on the                a significant contribution to the sustainable development of the
region’s islands and Airlie Beach and Bowen on the mainland. Marine                 regional economy and community.
based activities are predominant with supporting mainland activities
                                                                                    In the year ending March 2012, the Whitsundays was host to5:
becoming a key development focus for the region.
                                                                                    ■■ 576,000 domestic overnight visitors;

1.3 Tourism in the Region                                                           ■■ 165,000 international visitors; and
                                                                                    ■■ 308,000 day trip visitors.
How has tourism in the Region changed over the                                      This visitation in turn makes a significant contribution to the
last ten years?                                                                     Whitsundays regional economy. In 2007/086
The Whitsundays is one of Australia’s most aspirational holiday
                                                                                    ■■ 3,400 jobs in the Whitsundays region are directly supported by
destinations and popular with international visitors. Centrally
                                                                                         tourism; and
located on the Queensland coast in the heart of the World Heritage
listed Great Barrier Reef, the region encompasses the Whitsundays                   ■■ Whitsundays tourism contributes $253 million to the regional
Coast mainland (Proserpine, Cannonvale, Airlie Beach, Bowen                              and Queensland economy.
and Collinsville) and the Whitsundays Islands. The region is home                   (For more detail and current information visit
to some of Australia’s most iconic tourism experiences including                    www.tq.com.au/destinations)
Heart Reef, Whitehaven Beach, Hamilton, Hayman and Daydream
Islands and Airlie Beach, and has two regional airports serviced
by daily services from Brisbane, Sydney, Melbourne and Cairns.
Approximately half of the region is national park.                                         Contribution to the Queensland Gross Regional
Tourism growth was initially driven by locals from the mainland                                       Output ($m) in 2007–08

                                                                                                                                                                       1 Context
as well as visiting cruise ships and by the mid 1930’s resorts were                                              Whitsundays
operating on Lindeman, South Molle, Long, Daydream and Hayman                                                          253
Islands. However it wasn’t until the 1950’s and 1960’s that the region
saw significant growth. Tourism product development was bolstered
as accessibility from the mainland, particularly Shute Harbour was
improved, helicopter and light aircraft tours and transfers were
introduced, investment in the refurbishment and redevelopment
of key tourism infrastructure on both the islands and mainland
occurred and airline attraction became a key driver of growth in                                               Rest of Queensland
                                                                                                                         8939
visitor numbers.

The value of the tourism output to the Whitsundays in 2007/08
was $685 million. This was 17.7 percent of the overall output from
the region, making it the third most tourism dependent region
in Australia after Central Northern Territory and Phillip Island in                      Contribution to the Whitsundays Regional Product
Victoria.4                                                                                                ($m) in 2007–08

The Whitsundays 74 Island Wonders is a tourism brand platform                                             Tourism
that was introduced in 2010 with long term vision for the region as                                         17.70%
a tourism destination. It is an evolution of the The Whitsundays, 74
Islands Out of the Blue brand introduced in 2006. The evolution
of the brand is the result of a shift in Queensland’s marketing
approach to focus on the tourism experience and the consumer’s
emotional response rather than just focussing on the Whitsundays’
attributes.                                                                                                       Other Industries
                                                                                                                        82.30%

4   Source: Economic Importance of Tourism in Australia’s Regions Report Department of Resources, Energy and Tourism www.ret.gov.au/tra
5   Source: TQ (2012) Whitsundays Regional Snapshot, year ended March 2012
6   Source: STCRC (2010) Regional Economic Contribution of Tourism Destinations in Queensland. (This most recent 2007-08 data came out of a major research study
    which produced the first set of estimates of tourism’s economic contribution at the destination level.)

                                                                                                                                                                   5
Tourism Opportunity Plan 2012-2016 - The Whitsundays - Tourism and Events ...
What will the next ten years of tourism in the                       Queensland Market Trends
                Region hold?                                                            Visitors are seeking natural encounters, islands and beaches,
                Faced with increasing competition from other island destinations        Queensland lifestyle, and adventure
                globally which are able to present alternative holiday types at a       Visitors want fun, relaxing and care-free experiences and to
                cheaper price, tourism stakeholders in The Whitsundays need to          escape the crowds
                work in a common direction to maximise the tourism potential            An industry shift towards experience segmentation – targeting
                of the region so as to achieve a balance of economic, social and        visitor needs and wants
                environmental outcomes. The region will need to identify new
                and innovative ways to compete as a preferred island holiday         Region Trends
                destination that focuses on providing value for money experiences       Visitors to the Region enjoy long holidays and value being able
                and service rather than a focus on competing on price. In addition      to take their time
                there are a number of consumer and market trends that are likely
                                                                                        Visitors enjoy discovering / exploring new things on holiday
                to influence the future development and marketing of tourism in
                the region. A summary of the range of trends and influences are         Visitors are realistic in expectations about service and luxuries;
                outlined below:                                                         however
                                                                                        Visitors are also looking for ‘delighters’ – both tangible and
                Global Consumer Trends                                                  intangible unexpected experiences and interactions
                   Increasing use of the internet and social networking
                                                                                     Over the next ten years, visitation to the Whitsundays will also be
                   Improved access and affordability of air travel
                                                                                     influenced by a wide range of external factors that will impact not
                   A strong exchange rate and access to low cost air travel is       only on visitation to the region but to Queensland and Australia as
                   making it easier for Australians to travel overseas               a whole. Provided below is a summary of the Tourism Forecasting
                   Value for money is critically important                           Committee forecasts for future tourism demand to 2018 in Australia
                   Destination ‘brag-ability’ is increasingly important              and Queensland.;
1 Context

                   Visitors seeking more ‘meaningful’ experiences                    Domestic Trends and Forecasts
                   Growth in ‘voluntourism’, community oriented-tourism and ‘off-       Stable numbers of domestic trips
                   the-beaten track’ travel                                             Increased domestic visitor nights in Queensland
                                                                                        Slight decline in domestic VFR in regional Queensland
                Australian Market Trends
                   How you feel is more important than how old you are – the         International Trends and Forecasts
                   emergence of ‘psychographic’ segmentation                            Recovery of Australia’s inbound tourism market
                   There is a trend towards shorter holidays and shorter lead           Increased seat capacity into Australia
                   booking times
                                                                                        Growth in overall international visitor numbers
                   The ‘Experience Seekers’ are looking for learning experiences
                                                                                        Increase in average length of stay
                   Visitors are seeking authentic interactions with locals, nature
                                                                                        Increase in international VFR in regional Queensland
                   and destinations

            6
2 Methodology                                                                                                            Blue Pearl Bay, Hayman Island

This document is an update of the Mackay Whitsundays Regional
Tourism Investment and Infrastructure Plan (RTIIP) 2006-2016. This
                                                                            2.2 Project Assessment Criteria
particular document however, relates only to the Whitsundays region         A wide variety of projects have been put forward as part of the
(a separate document has been developed for the Mackay region).             region’s TOP process. In order to undertake an initial assessment
                                                                            of the feasibility of these projects a set of assessment criteria were

                                                                                                                                                             2 Methodology
The original Mackay Whitsunday RTIIP was the very first created in
                                                                            developed in consultation with key stakeholders. The agreed criteria
Queensland. This new document focuses on the priority catalyst
                                                                            for the assessment of the identified TOP projects were:
projects for the Whitsunday region as determined in consultation
with the Queensland State Government, Whitsunday Regional                       Target Market Aligned – does the project meet the needs of
Council, Whitsundays Marketing and Development, Regional                        growth target markets for the region?
Development Australia Mackay Whitsunday Issac (RDA) and                         Destination attributes – does the project capitalise on a
industry. This reflects the change in priorities over the last five years       particular destination attribute that would stimulate destination
and also notes that some of the existing catalyst projects identified           appeal & visitor interest?
in the previous RTIIP have already been completed.                              Regional Growth – does the project have the potential to
                                                                                stimulate growth in the Region over the next 10 years?

2.1      TOP Development Methodology                                            Value Added Experiences – does the development of new
                                                                                products complement rather than unnecessarily compete with
The methodology undertaken to develop The Whitsundays RTIIP in                  existing products?
2006 and subsequently this TOP in 2012 included the following key               Stakeholder Support – does the project have a strong level of
steps:                                                                          interest from local stakeholders and is the project aligned with
    Review of existing background research, reports and literature              the vision for the region and community aspirations?
    with relevance to tourism in the Region;                                    Sustainability – do the likely net benefits of the project span
                                                                                across the social, environmental and/or economic outcomes for
    Consultation with a wide range of stakeholders throughout
                                                                                the Region?
    this project through one-on-one interviews, attending council
    meetings and hosting interactive stakeholder forums;                        Strategic Alignment – does the project align with Local, State
                                                                                or Federal Government priorities and is it likely to gain support
    Analysis of key tourism product gaps and opportunities for the
                                                                                from the decision makers?
    Region;
    Prioritisation of tourism product opportunities against agreed          Based on the agreed set of assessment criteria, the identified
    criteria; and                                                           projects for the Region’s TOP have been classified into one of the
                                                                            following categories:
    Review of proposed projects with key stakeholders to develop
    final plan.                                                                 Catalyst Projects – There are the seven catalyst projects
                                                                                identified for the Whitsunday region. These are tourism
Stakeholders consulted throughout the project included                          investment or infrastructure projects of regional significance
representatives from:                                                           and which are expected to act as catalysts to generate a range
■■ Federal Government
                                                                                of other investment, marketing and product development
                                                                                opportunities.
■■ State Government
                                                                                Key Infrastructure Projects – These region-wide projects are
■■ Local Government                                                             tourism infrastructure projects which address identified region
■■ Regional Tourism Organisations                                               wide issues and are expected to act as enablers for further
■■ Tourism Associations
                                                                                investment and product development opportunities.
                                                                                Investment Opportunities – A number of other tourism
■■ Local Tourism Organisations
                                                                                investment or infrastructure projects are highlighted as potential
■■ Tourism operators                                                            investment, marketing and product development opportunities
                                                                                for the Region.

                                                                                                                                                         7
3 A Vision for The Whitsundays Region                                                                                                         Dent Island

               3.1       Vision and Themes                                                    For the Whitsundays to achieve it’s aspiration for 2016 it is critical
                                                                                              that there is:
               The vision in The Whitsundays Destination Tourism Strategy 2012 –
                                                                                              ■■ a coordinated approach to destination marketing and
               2016 is for the region to be:
                                                                                                  promotion;
                        Globally recognised as one of the world’s                             ■■ innovative product and infrastructure development across the
                        leading tropical island and marine leisure holiday                        region that delivers the marketing promise; and
3 Vision

                        destinations.                                                         ■■ a tourism industry that is operating at the highest standards
                                                                                                  of service, safety and sustainability through effective industry
               The Whitsundays, 74 Island Wonders
                                                                                                  development programs.
               The Whitsundays is one of the world’s leading tropical destinations
               and is working towards being renowned as a best practice
               destination for its lifestyle, leisure, business and environmental             3.2 Target Markets
               tourism offerings.
                                                                                              Traditional methods of market research have defined consumers
               To achieve this vision, there is a need for the region to offer island         by demographic and life-stage variables that assume everyone in
               and mainland experiences that better cater to visitor markets,                 the same age group or with the same income act in a similar way.
               particularly international and interstate leisure visitor markets that         In order to better understand the consumers’ needs and wants,
               have been targeted for growth. This includes upgrading the facilities          maximise the impact of the development, the marketing dollar
               (accommodation, supporting facilities and activities etc) on many of           and to communicate more effectively with the consumer, Tourism
               the Whitsunday islands.                                                        Queensland has adopted a needs-based segmentation approach
               To offer such experiences, tourism nodes at Airlie Beach and                   for identifying both domestic and international target markets. This
               on the Bowen waterfront will also need to be enhanced. Other                   approach is similar to the experience-based segmentation adopted
               enhancements required to achieve the short and long term visions               by Tourism Australia for targeting international markets.
               include the following.                                                         All tourism development and promotional activity is based on
                   Preserving the relaxed beachside look and feel of Airlie Beach             consumer needs. The following target markets for the Whitsundays
                   and its environs.                                                          include the current targets and those identified for development in
                                                                                              order to achieve the region’s 2016 potential.
                   Encouraging the development of mainland attractions and
                   activities to offer visitors more than the maritime experiences            Domestic Visitor Segments
                   currently on offer.
                                                                                              Tourism Queensland’s segmentation model is a result of research
                   Providing pedestrian-friendly waterfront paths; cycle-ways and             of some 6,000 Australian consumers, looking to understand the
                   other experiences in Bowen.                                                emotional drivers for their ideal holiday experience. Based on the
                   Upgrading the look and feel and quality of many resorts and                results of this research the consumer groups best suited to the
                   hotels in the region.                                                      Whitsundays Region are:
               Underpinning this, tourism stakeholders in the Whitsundays need                Connectors who see holidays as a chance to connect with the
               to work in a common direction to maximise the tourism potential                people they care most about. They will often subordinate their own
               of the region so as to achieve a balance of economic, social and               preferences in terms of activities to ensure everyone has a good
               environmental outcomes. A significant shift is required if the region          time.
               is to achieve strong levels of repeat visitation from the interstate
                                                                                              Social Fun-seekers the essence of a holiday is having a fun time.
               and intrastate visitor markets7 or if it is to grow its share of the
                                                                                              While they do a lot of different activities, it is sharing the experience
               inbound visitor market.
                                                                                              with friends and other holiday makers that makes the difference.
               7   Current repeat visitation is estimated at 25% of domestic visitors only.

           8
Active Explorers are about pushing boundaries through challenging       Primary:
themselves via physical activity. They enjoy the company of others,     ■■ Connectors in Brisbane and Regional Queensland
but their focus is on exploring the extremes of their physical
                                                                        ■■ Social Fun Seekers in Sydney and Melbourne
environment and themselves. It’s about feeling alive.
                                                                        ■■ United Kingdom, the Americas and Europe (Germany, France
International Visitor Segments                                              and Italy).

Internationally, Tourism Australia works to promote the Australian      Secondary:
experience to the ‘Experience Seeker’s market through tailored
                                                                        ■■ Scandinavia, other Europe and Korea
marketing messages.
                                                                        Emerging:
Experience Seekers are marketing, advertising and technologically
savvy, more open minded, less materialistic, more driven and can        ■■ Active Explorers in Sydney & Melbourne
be any nationality. Experience Seekers:                                 ■■ New Zealand, China, Hong Kong, Japan, India and Middle East.

   Tend to stay longer in Australia and therefore have the potential
   to spend more;                                                       3.3 Whitsunday Regional Council
   Are experienced travellers who are often on their second visit to
   Australia;
                                                                            Community Plan
                                                                        These priority projects link to the Whitsunday Regional Council
   Seek authentic personal experiences that touch their senses          Community Plan (2011 – 2021). The delivery of the catalyst projects
   and challenge them;                                                  will assist the implementaton of the Whitsunday Regional Council
   Love to get off the beaten track and therefore more likely to        Community Plan by:
   disperse throughout the region experiencing the different
                                                                            Helping to strengthen the importance and value of tourism
   natural landscapes; and
                                                                            throughout the region;
   See the unique Australian culture as a stark contrast to their
                                                                            Offering a far more integrated approach via the projects
   own so they will immerse themselves in local culture, people
                                                                            identified;

                                                                                                                                                   3 Vision
   and food.
                                                                            Through the development of investment opportunities and
It is considered that the nature, rural and adventure attractions and       improved community amenities and assets;
experiences developed for the domestic market will provide a sound          Enhancing the capacity and capabilities of tourism operators
basis for targeting the International market.                               and providing more product that they can leverage from; and
                                                                            Helping to offer more land based tourism opportunities which
Target Markets for The Whitsundays                                          encourages diversification without weakening traditional water
The following target markets for the Whitsundays include the                based tourism experiences.
current targets and those identified for development in order to
                                                                        A copy of the Whitsunday Regional Council Community Plan can be
achieve the region’s 2016 potential
                                                                        downloaded from www.whitsundayrc.qld.gov.au.

 Council Community Plan Tourism Opportunities                           Integration With Catalyst Tourism Projects

 Maintain and developing a focus of integrated tourism within           The projects aim to link various tourism elements to offer a more
 the region including the promotion of the region as a tourism          integrated approach to tourism and including wider regional visitor
 destination.                                                           dispersal and associated community and economic benefits.
 Understand, monitor and mitigate impacts associated with               Development of the produce centre at Bowen, the enhancements
 industrial development on the tourism industry.                        to the Collinsville historic museum and improvements to Airlie
                                                                        Beach provide greater understanding and help reduce any negative
                                                                        impacts between potentially conflicting land users.
 Understand, monitor and mitigate impacts of infrastructure on the      Introduction of projects such as the dive wreck trail will help
 tourism industry.                                                      encourage stronger environmental controls and greater appreciation
                                                                        for waterways from Bowen through to the Whitsunday islands.

 Enhance, maintain and develop opportunities and facilities for         The multipurpose centre and other projects address the
 tourists and residents in the region including Indigenous/cultural     opportunity for offering far more land based tourism opportunities
 opportunities, land based tourism opportunities, heritage based        which also act as major community assets. In addition, a
 tourism, etc.                                                          more integrated planning approach for Airlie Beach provides
                                                                        opportunities to set aside land for RVs, caravans, campervans etc.
 Increased accessibility to the region by lobbying airlines to invest   Increasing land based tourism attractions, new conference and
 and increase flight availability to the region and for State and       event facilities, major integrated produce centre for Bowen etc will
 Federal Governments to invest in the flood proofing of the Bruce       act as a catalyst to stimulate greater visitation to the Whitsundays
 Highway.                                                               and stimulate more air access and servicing etc.

 Encourage and support the diversification and commencement of          Development proposed for Collinsville, Bowen and Proserpine
 industrial and rural based land use tourism opportunities.             all provide diversified product recognising and building on the
                                                                        industrial and rural strengths in these areas.

 Encourage and promote further investment in the region through         Most projects identified will require a private sector investment
 public/private partnerships.                                           partner or consortium and will help stimulate further investment.

                                                                                                                                               9
4 Gap Analysis
                      4.1 Destination Opportunities and                                        High quality local produce (meat, fruit and vegetables) and
                                                                                               potential to develop a local produce centre.
                          Challenges                                                           To stimulate new investment in the regions, including from
                      The following gap analysis is based on a combination of                  major brand operators (major hotel brands, retailers etc).
4 Gap Analysis

                      stakeholder consultation and feedback, background research               Diversify markets to appeal to different consumer groups e.g.
                      and an analysis of secondary data and information. This analysis         incentives and romance.
                      was used to identify key infrastructure and investment gaps              To improve occupancy rates and yield on a seven day basis and
                      for the Region and was used to underpin the development of               smooth out seasonality peaks to increase economic impact,
                      recommendations contained within the TOP.                                and stimulate reinvestment of exisitng product and creation of
                                                                                               new product.
                      Destination Opportunities
                                                                                               To identify, protect and develop the unique elements of the
                         To create a built environment that complements the natural
                                                                                               region and to avoid copycat development.
                         environment, particularly marine environment around the
                         Whitsunday Islands and Airlie Beach.                                  Address the limited supply of both skilled and unskilled staff.

                         Ensure community and service infrastructure requirements              Development of further infrastructure to support growth in
                         keep pace with a growing population so as to support                  conventions and events.
                         sustainable tourism growth.                                           Compete on the value proposition of the destination’s
                         To create a mix of visitor attractions and activities to extend       distinctive experiences, high standard operators and
                         lengths of stay and to improve visitor yields, including mainland     spectacular landscapes rather than on price, and grow a quality
                         product.                                                              service delivery culture across all sectors of the tourism industry
                                                                                               to meet the brand promise.
                         To spread the economic benefits of tourism more widely across
                         the region and improve visitation during shoulder periods.            Gain wider community appreciation of the true value of tourism
                                                                                               to the local economy, social development and environmental
                         To position the Whitsundays region as a destination for key
                                                                                               sustainability.
                         inbound markets.
                                                                                               Presence of three marinas in the region present opportunities
                         To increase domestic air capacity including ongoing route
                                                                                               for increased tourism product development & retail.
                         development for the Great Barrier Reef (Hamilton Island) and
                         Whitsunday Coast (Proserpine) Airports.
                                                                                             Destination Challenges
                         To capitalise on demand generated by population growth
                                                                                               High operating costs for island resorts and mainland operators.
                         through a growing resources sector for leisure experiences.
                                                                                               The effect of the Global Financial Crisis (GFC) and the impact of
                         To reposition the region through product development and
                                                                                               consumer and trade perceptions from tropical weather patterns.
                         targeting the domestic market.
                                                                                               The closure of multiple tourism businesses including island
                         Increase appeal of visitation to Airlie Beach through the
                                                                                               resorts and marine based tours/charters.
                         development of Airlie Beach main street and adjacent precincts,
                         including the integration of the town’s key tourism nodes to          Fragmentation in the region through pricing wars and
                         increase visitor usability and regional dispersal.                    discounting rather than working together to provide a quality
                                                                                               experience.
                         To increase the demand for dive based experiences through the
                         creation of a dive trail.                                             A lack of leisure oriented attractions and activities that are
                                                                                               mainland based.
                         Protection and managed access of natural icons such as
                         Whitehaven Beach, and the World Heritage status of the Great          Perceived as an expensive destination compared to
                         Barrier Reef.                                                         neighbouring Asian pacific island destinations e.g. Thailand, Fiji
                                                                                               and Bali

                 10
Variable service standards, including within general retail
facilities.
                                                                    4.2 Potential Growth Segments
Air access and connectivity.                                        The following opportunities will need to be progressed for the
                                                                    Whitsundays to achieve its vision for 2016:
Reliable road access during wet season.
Difficulty securing and retaining skilled and semi-skilled staff,      Foster stronger coordinated, stakeholder marketing and
particularly against the growth of the resources sector.               campaign alignment.

Lack of affordable housing for staff.                                  Respond to new experience segments.

Lack of clear regional and town brands.                                Improve visitation during shoulder seasons.

Lack of co-ordination between tourism infrastructure projects;         Create a built environment that complements the natural
precincts and nodes.                                                   environment of the region and which provides a unique selling
                                                                       point.
Lack of experienced operators and the growth in lifestyle
operators.                                                             Compete on the value proposition of the destination’s
                                                                       distinctive experiences, high standard operators and
Water; electricity and telecommunications services constraints.
                                                                       spectacular landscapes rather than on price, and grow a quality
Lack of consistent and effective interpretive and directional          service delivery culture across all sectors of the tourism industry
signage.                                                               to meet the brand promise.
Impact of the mining boom and particularly competition for             Attract and facilitate ongoing investment in enhanced tourism
staff, utility resources, housing and short term commercial            product development.
accommodation.
                                                                       Address the limited supply of both skilled and unskilled staff.
The lack of consistent quality food and beverages product and
                                                                       Plan for seasonal and extreme weather patterns.
services.
                                                                       Assist industry in areas of domestic and international

                                                                                                                                                  4 Gap Analysis
The lack of infrastructure led development resulting in
                                                                       market readiness, customer service, online marketing, and
pressures on infrastructure capacity (sewage, potable water,
                                                                       sustainability of operations.
traffic management), particularly in prime areas in and around
Airlie Beach.                                                          Ensure community and service infrastructure requirements
                                                                       keep pace with a growing population so as to support
Road infrastructure that lacks touring circuits and loops.
                                                                       sustainable tourism growth.
Avalanche of plans (across all sectors) with limited action
                                                                       Gain wider community appreciation of the true value of tourism
actually achieved on a timely basis for addressing issues and
                                                                       to the local economy, social development and environmental
problems.
                                                                       sustainability.
Low repeat visitation levels among leisure visitors.

                                                                                                                            Airlie Beach

                                                                                                                                             11
5 Catalyst Projects                                                                                                               Airlie Beach

                           Continued investment in tourism products and tourism related
                           infrastructure is required in order to meet the future needs of
                                                                                               5.1 Airlie Beach Water Park
                           visitors to the region. The top seven catalyst tourism projects     The Airlie Beach lagoon is a key visitor attraction and community
                           identified from across the Whitsundays region are listed below.     amenity which generates significant use all year round. A new water
5 Catalyst Projects

                           These projects are considered to be the marquee projects that       park will add to and enhance this family friendly attraction.
                           represent the character and appeal of the region and which will
                                                                                               A site in in the North West corner of the 3.2 hectare existing
                           drive ongoing growth and development of tourism across the
                                                                                               landscaped gardens adjacent to the small beach and northern
                           Whitsundays:
                                                                                               public car park has been identified as ideal with 450 m2 (280 m2
                                                                                               purely for the water play equipment and surrounding wet surface
                            Project                                              Timing
                                                                                               deck). An existing shade structure and barbeque area can be
                            1.    Airlie Beach Water Park                        2012 – 2014   relocated next to the water park and the infrastructure for the play
                                                                                               area should comprise the latest water play equipment. Surrounding
                            2.    Airlie Beach Flow Rider Attraction             2013 – 2015   areas would need to be returfed and replanted utilising the existing
                                                                                               irrigation system and with ongoing pool and grounds maintenance
                            3.    Airlie Beach Tourist Precinct                  2012 – 2015
                                                                                               to become part of the existing overall lagoon contract.
                            4.    Airlie Beach Community, Event and              2012 – 2015   The water park would form part of the larger overall Airlie Beach
                                  Conference Venue
                                                                                               revitalisation project. As a significant visitor experience within the
                            5.    Bowen Produce Centre                           2012 – 2015   Whitsundays, the water park will add considerable value to the
                                                                                               existing Airlie Beach lagoon and will provide a very family friendly
                            6.    Whitsundays Dive Wreck Trail                   2012 – 2014   visitor attraction that is able to be utilised all year round.

                            7.    Airlie Beach Development                       2012          Opportunity:
                                                                                                   Securing funding to complete the water park;
                            8.    Whitsunday Coast Airport Runway                2013 - 2014
                                  Extension                                                        Once all funding is confirmed, to complete the detailed design
                                                                                                   work (as the next phase from the concept design work); and
                                                                                                   To undertake a tendering process for the works and to fill the
                                                                                                   contract as soon as practically possible.

                                                                                               5.2 Airlie Beach Flow Rider Attraction
                                                                                               The opportunity exists to create a wave/flow rider experience
                                                                                               component as a value add-on to the new water park for the Airlie
                                                                                               Beach lagoon. Whilst the water park enhancement would be funded
                                                                                               by Government and be a free (non-ticketed) experience, the wave/
                                                                                               flow rider would only be developed as a private sector investment
                                                                                               initiative.

                                                                                               A flow rider attraction is best described as a man made construction
                                                                                               consisting of a sheet wave that traverses over a curved gradient to
                                                                                               form a stationary wave. The flowrider can be surfed on your knees
                                                                                               or in a stand up position on specially designed flow rider boards
                                                                                               and can be experienced by all skill levels. Such an attraction would

                      12
harness interest from surfboarders, wakeboarders, skateboarders                Addressing car parking issues by creating more off street
and snowboarders alike that are passing through the region.                    parking options including car parking stations;
                                                                               Ensuring that Shute Harbour Road is upgraded from Airlie
With over 500,000 visitors utilising the existing Airlie Beach lagoon
                                                                               Beach to Shute Harbour to cope with future traffic movements
annually, the water park project and the wave/flow rider experience
                                                                               which boat trailer parks and other developments will generate in
can be expected to increase visitation to Airlie Beach. As this is an
                                                                               the future;
all year round visitor experience, the potential exists to attract a
large number of fee paying users which is expected to make the                 Address directional and interpretative signage needs to
wave/flow rider an attractive commercial venture.                              promote island and mainland attractions;
                                                                               Enhance street furniture, soft landscaping and lighting;
Opportunity:
                                                                               Develop facilities to retain and grow the backpacker market, as
    To work with Whitsunday Regional Council to ensure that the                well as other higher yielding target markets; and
    wave/flow rider attraction is integrated into the water park
                                                                               Link Airlie Beach with Cannonvale ensuring that view shafts to
    experience;
                                                                               the water are not lost and that vegetation is introduced to avoid
    To seek expressions of interest from well experienced operators            urban ribbon development occurring. The end result will be a
    to supply and operate the attraction;                                      unique, cohesive built environment which stands out from other
    To ensure that the design and operations of the wave/flow                  State coastal towns and which appeals to visitor markets and
    rider entirely complement the new water park attraction being              residents alike.
    developed;
    To determine an appropriate commercial lease arrangement               Opportunity:
    with Whitsunday Regional Council for the commercial operator;              Whitsunday Regional Council and State Government agencies
    and                                                                        along with industry groups and community to develop an

                                                                                                                                                        5 Catalyst Projects
    Where possible, to ensure that the construction and fit out for            implementation program for the integration of Airlie Beach;
    the wave/flow rider occurs in tandem with the construction of              A civil works program to be created based on the various
    the water park as an integrated project.                                   components of urban design work that have already been
                                                                               undertaken;

5.3 Airlie Beach Tourist Precinct                                              To create walkways and cycle ways as a priority with attractive
                                                                               way finding signage;
This project recognises the need for greater connectivity between              To address future car parking needs through a detailed traffic –
the Airlie Beach main street, foreshore area, lagoon, Port of Airlie           parking demand study; and
development precinct, a proposed lookout and visitor centre, the               To identify locations on walkways for small scale events and
botanic gardens and bicentennial walk, and a proposed marine                   activity nodes for signage, sculptures and art work, as part of
discovery centre. Airlie Beach is currently characterised by:                  the integration.
    Development which traditionally has supported a backpacker

                                                                           5.4 Airlie Beach Community, Event and
    and younger aged visitor market;
    A streetscape with little design appeal;
    A lack of sense of being one of the gateways to the Great                  Conference Venue
    Barrier Reef and Whitsunday Islands;
                                                                           Whilst the Whitsundays offers a variety of stunning water based
    Having constraints on storm water run off capacity etc;                experiences for much of the year, there are times when sea
    Extensive apartment development which has changed the                  conditions and seasonality necessitate all-weather attractions
    beach holiday village feel; and                                        to offer an alternative experience for visitors as well as locals.
    Traffic congestion along Shute Harbour Road.                           A multipurpose facility is required to fill this need and to offer a
                                                                           number of important components to help grow tourism for the
While Airlie Beach has the potential to be a primary tourism node          Whitsundays including:
and an attractive destination of State significance, currently it is not
                                                                               Conferencing facilities with break out/meeting rooms;
fulfilling this role. This integration of Airlie Beach aims to:
                                                                               A cinema facility which can also double as an auditorium for
    Integrate the Airlie Beach main street with the lagoon and                 visiting shows and the local theatre group;
    waterfront by providing far stronger street and laneway
                                                                               A major car parking station to alleviate the current traffic
    connectivity with attractive and safe walkways;
                                                                               congestion and parking problems in Airlie Beach;
    More detailed planning of side streets;
                                                                               A safe haven as a cyclone evacuation centre ‘from conference
    Addressing storm water capacity issues;                                    venue hire, renting space for major events, offering longer term
    Addressing electricity supply issues;                                      car parking spaces to businesses in Airlie Beach, generated
    Introducing effective traffic calming measures to make Shute               from a cinema as well as through the lease of space to local
    Harbour Road at Airlie Beach more pedestrian friendly;                     special interest groups.

    Introduction of design guidelines to improve the street and            Whitsunday Regional Council has already identified a location
    urban design aesthetics, particularly to reflect a more relaxed        adjacent to Shute Harbour Road in Airlie Beach on land that may be
    holiday image (including a colour scheme which conveys some            suitable for this purpose.
    sense of uniformity and uniqueness);

                                                                                                                                                   13
Council will require a joint venture partner to fund and develop             To commission a feasibility study to demonstrate the costs
                           the multipurpose centre. Revenue streams would be able to be                 and benefits and highlight how it can operate on a cost neutral
                           generated (eg: from conference venue hire, renting space for major           basis, at a minimum;
                           events, offering longer term car parking spaces to businesses in             On the basis that the feasibility study generates a positive
                           Airlie Beach, generated from a cinema as well as through the lease           outcome, to identify sites in Bowen for the produce centre;
                           of space to local special interest groups).
                                                                                                        To form an action group for driving the produce centre from
                           The potential exists to create an all weather visitor attraction (such       concept through to opening; and
                           as the marine discovery centre) within the multipurpose facility and         To determine a management and operational structure that can
                           as a fee paying experience. There may also be the potential for              guarantee quality control and acceptable returns to all major
                           public-facing Government agencies that require a more central site           stakeholders.
                           at Airlie Beach to be offered office and display space to lease.

                           Opportunity:
                               A feasibility study is required to determine the level of market
                                                                                                     5.6 Whitsundays Dive Wreck Trail
                               demand for the various components and to identify the capital         Whitsundays Marketing and Development, commissioned a
                               cost of developing the multipurpose facility;                         feasibility study for a dive wreck trail in the region. The study
                                                                                                     highlighted that whilst there were a number of challenges
                               On the basis that a positive result is generated from the
                                                                                                     associated with introducing dive wrecks into the Great Barrier Reef
                               feasibility study, expressions of interest should be requested
                                                                                                     Marine Park, there was sufficient market demand to support the
                               from joint venture parties to develop the facility; and
                                                                                                     commercial viability of a dive wreck trail.
                               Once a preferred tender has been identified a works
                               program should be created to enable the development of the            Research has highlighted that there are vessels which need to be
                                                                                                     disposed of by State Government(s) for which a Whitsundays dive
5 Catalyst Projects

                               multipurpose facility either in whole or in stages as agreed to by
                               Council and the private sector development partner.                   wreck trail may provide a solution. There is, therefore, a supply
                                                                                                     need from those agencies, as well as a market demand need from
                                                                                                     recreational divers. Fishers are also often strongly supportive of
                           5.5 Bowen Produce Centre                                                  dive wrecks as these are known to stimulate significant habitats for
                                                                                                     marine life within a relatively short period of time after the wrecks
                           The need for a regional produce centre was identified in the first        are created. The concept could include a network of dive wrecks,
                           Regional Tourism Investment and Infrastructure Plan (RTIIP),              utilising decommissioned ships and aircraft which would be sunk at
                           2006-2016, with Bowen identified as a preferred location due to its       different depths to:
                           proximity to the region’s producers and fishers. A produce centre
                           will provide an opportunity to showcase the area’s high quality              Create an opportunity to train recreational divers in wreck
                           regional tropical produce, vegetables and seafood.                           diving, but at shallower and safer depths
                                                                                                        To offer a graduated scale of difficulty through different depths
                           In addition to offering for sale fresh produce, the potential exists to
                                                                                                        for training and recreational purposes; and
                           create value adding experiences such as an interpretative facility
                           to enable visitors to sample and buy produce and learn about                 To support the dive industry by offering additional product to
                           local food production, growing techniques and innovation and the             stimulate greater length of stay in the region.
                           engagement of local and/or celebrity chefs to prepare dishes using
                                                                                                     The creation of a dive wreck trail has the potential to extend
                           local produce as well as linking in with existing festivals (e.g. Bowen
                                                                                                     length of stay and generate new visitation, increased levels of
                           Seafood Festival) and creating new culinary festivals and events.
                                                                                                     visitor expenditure, and additional marketing and promotional
                           A produce centre would also act as a catalyst for the creation            opportunities.
                           of a broader food tourism experience in The Whitsundays that
                                                                                                     The potential exists to commence the dive wreck trail at or near the
                           embraces the ‘100-mile concept’, integrating food production,
                                                                                                     Bowen Jetty, extending to Stone Island, Hideaway Bay, and linking
                           processing and dining experiences that highlight regionality and
                                                                                                     to sites off Airlie Beach and the surrounding Whitsunday Islands.
                           drive business to those that demonstrate and promote the use of
                           local produce. It also has the potential to further develop a local       Opportunity:
                           wholesale distribution supply chain to provide faster, fresher access
                                                                                                        Form an action group including Whitsunday Regional Council,
                           of regional produce to the wider food service sector and grocers.
                                                                                                        Whitsundays Marketing and Development and relevant State
                           The produce centre recognises the importance of Bowen as a major             and Commonwealth Government agencies;
                           produce growing area not only for the region, but one that has State         Build upon the feasibility study already completed by
                           and national significance. Ideally, the produce centre should be             commissioning a marine environmental study to confirm
                           located near a major road to attract passing traffic and to encourage        specific sites, the location and depth for each dive wreck etc;
                           the impulse traveller to stop, sample and buy.
                                                                                                        Develop an operational plan for managing the dive wreck trail;
                           Opportunity:                                                                 and

                               To establish a working party focused on food tourism and                 Work with State Government agencies for the sinking of vessels
                               including TQ, Queensland Government, Whitsunday Regional                 etc to create the trail.
                               Council, Whitsundays Marketing and Development and the
                               Bowen District Growers Association;

                      14
5.7 Airlie Beach Development                                            community and region. The support required for the region’s
                                                                        tourism industry is to ensure a steady stream of aircraft arrival and
Various statutory and non-statutory master plans, reports               departures from key generating markets.
and related documents have already been completed for the
                                                                        The current runway at Whitsunday Coast Airport is the longest in
Airlie Beach area. Each of these plans, urban studies and other
                                                                        the region and the only airport in the region that has the ability to
documentation provides a very important component for the
                                                                        extend. A runway extension of 270m would take the airport to the
enhancing and updating of Airlie Beach. They need however to be
                                                                        same capability as the Gold Coast and open up the region for direct
consolidated into an action plan (implementation schedule) which
                                                                        charter and regular passenger transport operations and provide
offers a clear vision and staging process for development that
                                                                        a direct link to the highlighted emerging markets (refer pages
aligns with the Whitsunday Regional Council Community Plan.
                                                                        8-9). Currently the airport has the capability to arrive and depart
Opportunity:                                                            international flights from short haul destinations and accept 767
                                                                        / A330 wide bodied aircraft from mid haul destinations, however
    Whitsunday Regional Council and Queensland Government to
                                                                        constraints on the take off run of the aircraft with a full payload
    review all the master plans and other documentation;
                                                                        would require a technical fuel stop on the departing leg.
    Develop a clear vision and process for development
    implementation;                                                     Opportunity:
    Workshop the recommended implementation program with key                Identification of suitable generating markets
    stakeholders and refine if needed;                                      Extension of the runway by 230m from 2073m to 2300m
    Advise the community and other stakeholders of the                      Scoping of required works including taxiways and aprons
    implementation program; and
                                                                            Development of required works completed, potentially in
    Where updating of plans is required, to develop a brief for any         conjunction with required runway resurfacing works (scheduled

                                                                                                                                                          5 Catalyst Projects
    outstanding requirements and the updating of information etc.           for 2012/13)
                                                                            Utilisation initially of Australian registered aircraft until AFFRS is

5.8 Whitsunday Coast Airport Runway                                         established

    Extension
                                                                            Provide facilities for International Charter flights using wide
                                                                            bodied aircraft and co-ordination of applicable Federal
The Whitsunday Coast Airport has strategic value to the State and           Government agencies
Whitsunday region. It is the closest mainland airport to Airlie Beach       Creating non simultaneous International Arrival and Departure
and the Whitsunday Islands, and provides important transport                of Charter services
infrastructure for the local tourism industry. With tourism being           International charter engagement: where possible relationships
a major contributor to the local economy a successful mainland              are established on an international charter basis to support the
airport facility is paramount for the future growth of the region.          Tourism industry. Specifically ADHOC, China, New Zealand
As a result of State and Local Government investment in upgrading           and key generating markets determined by TQ and WM&D.
the existing terminal and associated car parking facilities during          Supported by high level logistic, planning and co-ordination to
2011/12, both levels of government are anticipating a substantial           ensure charter movements are successful.
return on investment for further investment into the facility,

 Airlie Beach Lagoon

                                                                                                                                                     15
You can also read