mackay region tourism opportunity plan 2012–2016
TRANSCRIPT
Mackay RegionTourism Opportunity Plan 2012–2016
DISCLAIMER – Mackay Tourism and Tourism Queensland make no claim as to the accuracy of the information contained in the Mackay 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 GOVERNMENTThe Queensland Government makes no claim as to the accuracy of the information contained in the Mackay 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.
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Executive Summary
PurposeThe purpose of the Tourism Opportunity Plan (TOP) is to provide direction for the sustainable development of tourism in the Mackay region.
This document is an update of the Mackay Whitsundays Regional Tourism Investment and Infrastructure Plan (RTIIP) 2006-2016. This particular document however, relates only to the Mackay Tourism Region (a separate document has been developed for the Whitsunday region).
The original Mackay Whitsunday RTIIP was the very first created in Queensland. This new document, focuses on the priority catalyst projects for the Mackay tourism region as determined in consultation with the Queensland State Government, Mackay Regional Council, Isaac Regional Council, Mackay Tourism Limited, Regional Development Australia Mackay Whitsunday Isaac (RDA) and industry. This reflects the change in priorities over the last five years and also notes that some of the existing catalyst projects identified in the previous RTIIP have already been completed.
The TOP aims to:
Identify opportunities to develop new and existing tourism product that meets future visitor expectations and demands;
Identify investment and infrastructure needs to support 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 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.
This TOP does not purport to canvass all possible projects for the region. Recommendations made in this TOP following initial stakeholder consultation have been developed through an assessment of projects based on an agreed set of criteria:
The project meets the needs of target markets;
The project capitalises on a particular destination attribute that creates appeal;
The project has the potential to stimulate growth in the Mackay and Isaac regions over the next 10 years;
The development of new products complements and does not unnecessarily compete with existing products;
There is a strong level of interest and support from local stakeholders;
The project is aligned with the vision for the region and community aspirations;
The likely net benefits span across the social, environmental and/or economic outcomes;
Aligns with Local/State/Federal Government priorities
Shoal Point, Mackay
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Catalyst ProjectsThe following seven catalyst projects have been identified for the Mackay and Isaac regions. These projects are tourism investment or infrastructure projects of regional significance which are expected to act as a catalyst to generate a range of other investment, marketing and product development opportunities.
The catalyst projects are as follows:
Eungella and Pioneer Valley Tourism Node;
Mining Trail – incorporating the copper trail from Clermont to St Lawrence in the development of stage two of the mining trail;
St Lawrence Accommodation, Retail and Conference Facility – to serve as a community and tourist multipurpose facility;
Major Fishing Event Infrastructure – provision of event infrastructure throughout Mackay and Isaac regions including beach, offshore and deep water fishing;
Tourism Skills Training – addressing the skills shortages in the tourism sector through leveraging off the proposed merger and development of Central Queensland University Mackay Campus (CQU) and Central Queensland TAFE in Mackay;
Mackay Regional Integrated Transport Program – an integrated transport network incorporating all modes of transportation across the region including road, air, rail and sea with seamless connections;
Mackay Tourism Events – maintain and grow tourism, cultural and sport events throughout the region.
Key Service Infrastructure Four key service infrastructure projects which require immediate attention and which are canvassed in this TOP are:
1. Increasing the supply of potable water to the regions
2. Improving electricity supply and service delivery to the regions;
3. Improving the supply of telecommunications services to the regions; and
4. Introducing effective waste management systems, especially for boat sullage.
5. Improve reliable all weather air and road access to the region.
Mackay Marina
1 These projects were noted by infrastructure agencies, councils, operators and developers-investors in the development of the original Mackay Whitsundays RTIIP 2006-2012.
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Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .i
Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Catalyst Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
Key Service Infrastructure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
Acronyms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1 Context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.1. What is a Tourism Opportunity Plan? . . . . . . . . . . . . . . . . . . . . . .3
1.2. The Region . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
1.3 Tourism in the Region . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.1 TOP Development Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . .7
2.2 Project Assessment Criteria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
3 A Vision for The Mackay Region . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.1 Vision and Themes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
3.2 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
4 Gap Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
4.1 Destination Opportunities and Challenges . . . . . . . . . . . . . . .10
4.2 Potential Growth Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
5 Catalyst Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
5.1 Eungella and Pioneer Valley Tourism Node . . . . . . . . . . . . . . . 13
5.2 Mining Trail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
5.3 St Lawrence Accommodation, Retail and Conference Facility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
5.4 Major Fishing Event Infrastructure . . . . . . . . . . . . . . . . . . . . . . . . 14
5.5 Tourism Skills Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
5.6 Mackay Regional Integrated Transport Program . . . . . . . . . . 15
5.7 Mackay Tourism Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
5.8 Key Service Infrastructure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
6 Investment Projects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
6.1 Accommodation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
6.2 Attractions and Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
6.3 Transport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
6.4 Superstructure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
6.5 Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
6.6 Community. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
6.7 Strategic Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
6.8 Human Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
6.9. Infrastructure Opportunities and Issues . . . . . . . . . . . . . . . . . 24
7 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Brampton Island
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Acro
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DAFF Department of Agriculture, Fisheries and Forestry
DMP Destination Management Plan
DNPRSP Department of National Parks, Recreation, Sport and Racing
DSDIP Department of State Development, Infrastructure and Planning
DTESB Department of Tourism, Major Events and Small Business and the Commonwealth Games
DTS Destination Tourism Strategy
EW Enterprise Whitsundays
GBRMPA Great Barrier Reef Marine Park Authority
GRP Gross Regional Product
IRC Isaac Regional Council
IVS International Visitor Survey
LGA Local Government Area
LTO Local Tourism Organisation
MRC Mackay Regional Council
MTL Mackay Tourism Ltd.
NVS National Visitor Survey
QPWS Queensland Parks and Wildlife Service
QTIC Queensland Tourism Industry Council
QTS Queensland Tourism Strategy
RDAMWI 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
AcronymsEungella National Park
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1 Context
1.1 What is a Tourism Opportunity Plan?The purpose of this Tourism Opportunity Plan (TOP) is to provide direction for the sustainable development of tourism in The Mackay tourism region over the next five to ten years.
The TOP aims to:
Identify new and upgraded tourism product that meets future visitor expectations and demands;
Identify the need for new investment in infrastructure that supports the ongoing development of tourism;
Provide relevant research based information on tourism supply and demand; and
Provide an agreed focus and mechanisms for engagement with the tourism industry, infrastructure providers and private investors.
The Queensland Government held the inaugural DestinationQ forum in Cairns on 25 and 26 June 2012. The forum provided an opportunity for more than 300 tourism industry representatives to contribute to the policy direction of the Queensland Government. The forum culminated in the development of a Partnership Agreement between industry and government. A key element of the Partnership Agreement included the recognition that both industry and government must work together cooperatively, and contribute jointly, to achieving the Tourism 2020 goals. This principle will also apply to the projects outlined in this TOP. This will require that industry, and federal, state and local governments all play a role in delivering these projects.
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.
The development of the original RTIIP has been based on extensive research as well as consultation with a diverse range of regional and external stakeholders including government agencies, tourism industry, tourism stakeholders, developers and investors. Hundreds of stakeholders were consulted throughout this project, through
one-on-one interviews, attending council meetings and hosting interactive stakeholder forums. The update of this plan to a TOP in 2012 involved consultation with key stakeholders including: Tourism Queensland, Queensland State Government, Mackay Regional Council, Isaac Regional Council, Mackay Tourism Limited, Regional Development Australia Mackay Whitsunday Isaac (RDA) and industry leaders.
The TOP provides a platform which focuses specifically on tourism product, investment and infrastructure needs that are critical to the future growth and development of tourism in the region.
1.2 The Region The Mackay Tourism region is supported by its own regional tourism organisation (RTO)1 and by its own Destination Tourism Strategy (DTS)2.
The Mackay Destination Tourism Strategy, in articulating the agreed tourism direction for the destination, provides the strategic platform for:
Guiding Tourism Queensland’s, Mackay Tourism’s and other stakeholder’s individual planning and activities, and
Fostering the efficient, effective and coordinated use of resources to grow sustainable tourism development in Mackay up to 2016
The Mackay region offers an abundance of natural attractions including national parks, gorges, the Great Barrier Reef, numerous islands and unspoilt beaches. The hinterland offers rich cultural heritage, friendly bush towns and a booming resources sector based on vast seams of export coal. Mackay itself is a relaxed tropical city and regional service centre, expanding rapidly on the back of a buoyant regional economy.
Cape Hillsborough National Park
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2 Mackay Tourism Limited
3 The DTS is a tourism strategy document for The Mackay 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 Mackay Tourism websites: www.tq.com.au and www.mackayregion.com/
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DARWIN
CAIRNS
BRISBANE
SYDNEY
CANBERRA
A U S T R A L I A
HOBART
MELBOURNE
ADELAIDE
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Pacific Ocean
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S O U T HA U S T R A L I A
MACKAYREGIONAL
ISAACREGIONAL
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For the purposes of this TOP, the tourism nodes and precincts have been identified within the region as including.
The coastal areas and beaches of Sarina and the Serenity Coast to St Lawrence
Mackay city and coastal areas north to Seaforth and south towards Hay Point
Pioneer Valley and Eungella National Park
The western hinterland area extending from Middlemount to Collinsville (dominated by mining activity – limited tourism infrastructure) but focused on recreational activity around dams, heritage pubs etc,
The Mackay Tourism Region is characterised by coastal and hinterland districts that incorporate the Local Government Areas (LGAs) of: Mackay Regional Council and Isaac Regional Council.
The Mackay tourism region’s visitor experiences are located predominantly on the mainland. Key areas are the natural attractions in Pioneer Valley, Eungella and Cape Hillsborough National Parks, Serenity Coast as well as the Mackay City centre, marina and northern beaches. The Mining Trail provides a scenic route between the Coral Sea and Great Inland Way incorporating the towns of Clermont, Moranbah and Nebo, Theresa Creek Dam and Lake Elphinstone.
Many of the islands off the coast of Mackay are declared National Parks and are accessible for day and overnight visitors with some walking, camping facilities provided by the Queensland Parks and Wildlife Service (QPWS). Access is predominantly by private charter or leisure craft as there are limited commercial, scheduled services available.
1.3 Tourism in the Region How has tourism in the Region changed over the last ten years?One of Australia’s fastest growing regions, Mackay has proximity to natural features including the Great Barrier Reef, islands, and a rainforest hinterland.
Coal, sugar, beef, agriculture and tourism form the economic foundations of this region, supporting long term optimism, job creation and growing communities. The resources sector in the Bowen Basin is driving fast growth and Mackay’s infrastructure continues to develop with its population including new and upgraded roads, quality shopping and entertainment, and community amenities to meet the business and leisure demand.
The Mackay region continues to be bolstered by the surge in business travel and is generally buffered from seasonal fluctuations. In recent years, Mackay has seen the opening of Mackay Grande Suites, Quest and Lanai Apartments. The opening of the Mackay Entertainment and Exhibition Centre (a previous catalyst project) has helped to position Mackay as a key business tourism destination. The privately owned Mackay Airport is one of Queensland’s busiest regional airports with almost 1 million passengers each year and a growing capacity from southern domestic markets. This region also has the opportunity to further capitalise on the visiting friends and relatives opportunities from its fast growing population base.
While city base tourism businesses are reaping the rewards of this growth, the surrounding leisure dependant areas, largely made up of small businesses, are struggling to grow visitation and occupancy. Increasingly, city based room stock is being utilised by staff and contractors employed in the resources sector and associated industries, which has led to the perception of passing leisure customers that there is a lack of availability across the region. There has also been a reduction in the volume of caravan parks sites throughout the region impacting overnight stays from the touring market. There is an opportunity for investment in enhanced tourism product and infrastructure in these areas that will add value to the tourism offering and also liveability of the region.
The Mackay region is collectively promoted under the creative framework of Brand Queensland – a strategy that ensures Queensland’s destinations and experiences are positioned in a way that focuses on competitive advantages and connects with visitors. A cornerstone of the Brand Queensland strategy is four key experience themes: Queensland Lifestyle; Natural Encounters; Adventure; and Islands and Beaches. Mackay region is showcased via all four experience themes.
What is the current tourism profile of the Region? Tourism is part of the broader economic structure in the Mackay region; however, it makes a significant contribution to the sustainable development and diversification of the regional economy and community. In year end March 20123, the Mackay region was host to:
707,000 domestic overnight visitors;
46,000 international visitors; and
948,000 day trip visitors.
This visitation in turn makes a significant contribution to the Mackay regional economy. In 2007/084:
3,400 jobs in the Mackay region were directly supported by tourism; and
tourism in the Mackay region contributed $261 million to the regional and Queensland economy.
(For more detail and current information visit tq.com.au/destinations)
4 Source: Tourism Queensland (2011) Mackay Regional Snapshot, year ended March 2012
5 Source: Sustainable Tourism Cooperative Research Centre (2010) Regional Economic Contribution of Tourism Destinations in Queensland. (This most recent 2007-08 data came out of a major research study which produced the first set of estimates of tourism’s economic contribution at the destination level.)
Mackay
Rest of Queensland
Contribution to the Queensland Gross Regional Output ($m) in 2007–08
261
8939
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What will the next ten years of tourism in the Region hold?With the growing demand for resources set to intensify over the next ten years, the development and nurturing of a strong tourism offering for the Mackay region will be an ongoing challenge. With Mackay city hotels, motels and other accommodation consistently achieving over 80% occupancy over the course of the year, more emphasis needs to be directed towards enhancing the tourism product in areas such as Sarina, Pioneer Valley and accessible coastal locations.
Developing new tourism product and infrastructure with an emphasis on attraction and activity experiences would provide visitors and locals with more recreational options, and associated economic benefits through visitor dispersal, and will help the resource-dependant communities in the IRC.
In addition there are a number of consumer and market trends that are likely to influence the future development and marketing of tourism in the region. A summary of the range of trends and influences are outlined below:
Global Consumer Trends
Increasing use of the internet and social networking
Improved access and affordability of air travel
A strong exchange rate and access to low cost air travel is making it easier for Australians to travel overseas
Value for money is critically important
Destination ‘brag-ability’ is increasingly important
Visitors seeking more ‘meaningful’ experiences
Growth in ‘voluntourism’, community oriented-tourism and ‘off-the-beaten track’ travel
Australian Market Trends
How you feel is more important than how old you are – the emergence of ‘psychographic’ segmentation
There is a trend towards shorter holidays and shorter lead booking times
The ‘Experience Seekers’ are looking for learning experiences
Visitors are seeking authentic interactions with locals, nature and destinations
Queensland Market Trends
Visitors are seeking natural encounters, islands and beaches, Queensland lifestyle, and adventure
Visitors want fun, relaxing and care-free experiences and to escape the crowds
An industry shift towards experience segmentation – targeting visitor needs and wants
Region Trends
Visitors to the Region enjoy long holidays and value being able to take their time
Visitors enjoy discovering / exploring new things on holiday
Visitors are realistic in expectations about service and luxuries; however
Visitors are also looking for ‘delighters’ – both tangible and intangible unexpected experiences and interactions
Over the next ten years, visitation to Mackay will also be influenced by a wide range of external factors that will impact not only on visitation to the region but to Queensland and Australia as a whole. Provided below is a summary of the Tourism Forecasting Committee forecasts for future tourism demand to 2018 in Australia and Queensland.;
Domestic Trends and Forecasts
Stable numbers of domestic trips
Increased domestic visitor nights in Queensland
Slight decline in domestic VFR in regional Queensland
International Trends and Forecasts
Recovery of Australia’s inbound tourism market
Increased seat capacity into Australia
Growth in overall international visitor numbers
Increase in average length of stay
Increase in international VFR in regional Queensland
Contribution to the Mackay Regional Product($m) in 2007–08
Tourism
Other Industries
2%
98%
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2 MethodologyFinch Hatton Gorge
This document is an update of the Mackay Whitsundays Regional Tourism Investment and Infrastructure Plan (RTIIP) 2006-2016. This particular document however, relates only to the Mackay and Isaac regions (a separate document has been developed for the Whitsunday region).
The original Mackay Whitsunday RTIIP was the very first created in Queensland. This new document, focuses on the priority catalyst projects for the Mackay tourism region as determined in consultation with the Queensland State Government, Mackay Regional Council, Isaac Regional Council, Mackay Tourism Limited, Regional Development Australia Mackay Whitsunday Isaac (RDA) and industry. This reflects the change in priorities over the last five years and also notes that some of the existing catalyst projects identified in the previous RTIIP have already been completed.
2.1 TOP Development MethodologyThe methodology undertaken to develop The Mackay Whitsunday RTIIP in 2006 and subsequently this TOP in 2012 included the following key steps:
Review of existing background research, reports and literature with relevance to tourism in the Region;
Consultation with a wide range of stakeholders throughout this project through one-on-one interviews, attending council meetings and hosting interactive stakeholder forums;
Analysis of key tourism product gaps and opportunities for the Region;
Prioritisation of tourism product opportunities against agreed criteria; and
Review of proposed projects with key stakeholders to develop final plan.
Stakeholders consulted throughout the project included representatives from:
■ Federal Government ■ State Government ■ Local Government ■ Regional Tourism Organisations ■ Tourism Associations ■ Local Tourism Organisations ■ Tourism operators
2.2 Project Assessment CriteriaA wide variety of projects have been put forward as part of the region’s TOP process. In order to undertake an initial assessment of the feasibility of these projects a set of assessment criteria were developed in consultation with key stakeholders. The agreed criteria for the assessment of the identified TOP projects were:
Target Market Aligned – does the project meet the needs of growth target markets for the region?
Destination attributes – does the project capitalise on a particular destination attribute that would stimulate destination appeal and visitor interest?
Regional Growth – does the project have the potential to stimulate growth in the Region over the next 10 years?
Value Added Experiences – does the development of new products compliment rather than unnecessarily compete with existing products?
Stakeholder Support – does the project have a strong level of interest from local stakeholders and is the project aligned with the vision for the region and community aspirations?
Sustainability – do the likely net benefits of the project span across the social, environmental and/or economic outcomes for the Region?
Strategic Alignment – does the project align with Local, State or Federal Government priorities and is it likely to gain support from the decision makers?
Based on the agreed set of assessment criteria, the identified projects for the Region’s TOP have been classified into one of the following categories:
Catalyst Projects – These are the seven catalyst projects identified for the Mackay region. These are tourism investment or infrastructure projects of regional significance and are expected to act as a catalyst to generate a range of other investment, marketing and product development opportunities.
Key Service Infrastructure – These region-wide projects are tourism infrastructure projects which address identified region-wide issues and are expected to act as enablers for further investment and product development opportunities.
Investment Opportunities – A number of other tourism investment or infrastructure projects are highlighted as potential investment, marketing and product development opportunities for the region.
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3.1 Vision and ThemesThe vision in the Destination Tourism Strategy (2012 – 2016) for the Mackay region is to be:
A community that values its range of leisure experiences and the contribution these experiences
make to the liveability and visitor appeal of the region
To achieve this vision, there is a need to:
enhance elements of existing tourism product to make them more attractive and marketable;
improve supporting infrastructure including public transport services, riverfront precincts and CBD precincts, beautifying town centres through the region etc;
develop new tourism product with an emphasis on attraction and activity experiences so visitors and locals have more recreational options (and to encourage visitor dispersal and associated economic benefits);
enhance the Mackay CBD, Eungella National Park and Pioneer Valley nodes as catalyst projects; and
develop the coastal experiences available around Sarina so the beaches become more easily accessible and identify opportunities to develop small scale retail, food and beverage and other attractions to enhance the visitor experience.
Underpinning this, tourism stakeholders in the Mackay region need to work in a common direction to maximise the tourism potential of the region so as to achieve a balance of economic, social and environmental outcomes.
For Mackay to achieve it’s aspiration for 2016 it is critical that there is:
■ A coordinated approach to destination marketing and promotion;
■ Innovative product and infrastructure development across the region that delivers on the marketing promise; and
■ A tourism industry that is operating at the highest standards of service, safety and sustainability through effective industry development programs.
3.2 Target MarketsTraditional methods of market research have defined consumers by demographic and life-stage variables that assume everyone in the same age group or with the same income act in a similar way. In order to better understand the consumers’ needs and wants, maximise the impact of the development, the marketing dollar and communicate more effectively with the consumer, Tourism Queensland has adopted a needs-based segmentation approach for identifying both domestic and international target markets. This approach is similar to the experience-based segmentation adopted by Tourism Australia for targeting international markets.
Domestic Visitor Segments Tourism Queensland’s segmentation model is a result of research of some 6,000 Australian consumers, looking to understand the emotional drivers for their ideal holiday experience. Based on the results of this research the consumer groups best suited to the Mackay Region are:
Connectors who see holidays as a chance to connect with the people they care most about. They will often subordinate their own preferences in terms of activities to ensure everyone has a good time.
Social Fun-seekers the essence of a holiday is having a fun time. While they do a lot of different activities, it is sharing the experience with friends and other holiday makers that makes the difference.
Active Explorers are about pushing boundaries through challenging themselves via physical activity. They enjoy the company of others, but their focus is on exploring the extremes of their physical environment and themselves. It’s about feeling alive.
All tourism development and promotional activity is based on consumer needs. The following target markets for the Whitsundays include the current targets and those identified for development in order to achieve the region’s 2016 potential.
3 A Vision for The Mackay RegionMackay Marina
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International Visitor Segments Internationally, Tourism Australia works to promote the Australian experience to the ‘Experience Seeker’s market through tailored marketing messages.
Experience Seekers are marketing, advertising and technologically savvy, more open minded, less materialistic, more driven and can be any nationality. Experience Seekers:
Tend to stay longer in Australia and therefore have the potential to spend more;
Are experienced travellers who are often on their second visit to Australia;
Seek authentic personal experiences that touch their senses and challenge them;
Love to get off the beaten track and therefore more likely to disperse throughout the region experiencing the different natural landscapes; and
See the unique Australian culture as a stark contrast to their own so they will immerse themselves in local culture, people and food.
It is considered that the nature, rural and adventure attractions and experiences developed for the domestic market will provide a sound basis for targeting the International market.
Target Markets for MackayThe following target markets for Mackay include the current targets and those identified for development in order to achieve the region’s 2016 potential.
Primary:
■ Connectors in Brisbane and regional Queensland (400km radius of Mackay)
Secondary:
■ Social Fun-Seekers in Sydney and Melbourne
■ Experience Seekers from United Kingdom
Emerging:
■ Experience Seekers from New Zealand
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Keswick Island
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4 Gap Analysis
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4.1 Destination Opportunities and Challenges
The following gap analysis is based on a combination of stakeholder consultation and feedback, background research and an analysis of secondary data and information. This analysis was used to identify key infrastructure and investment gaps for the region and was used to underpin the development of recommendations contained within the TOP.
Destination Opportunities Create a unique built environment that complements the natural
environment e.g. development of Eungella-Pioneer Valley tourism node.
Ensure community and service infrastructure requirements keep pace with a growing population so as to support sustainable tourism growth.
To position the Mackay region as a key business tourism centre for conferences and incentives with related leisure based activities.
Development of further infrastructure to support growth in conventions and events.
To create a mix of visitor attractions and activities outside of Mackay city to extend lengths of stay and to improve visitor yields.
Provision of fishing infrastructure to capitalise on abundance of key fishing nodes both inland and coastal.
To spread the economic benefits of tourism more widely across the region and improve visitation during shoulder periods.
Mining tourism including interpretation centres, viewing platforms and mine tours.
To increase domestic air capacity including ongoing route development for Mackay and Moranbah airports.
To protect existing caravan park sites and designate new sites.
To capitalise on growing demand for leisure experiences generated by population growth through a growing resources sector.
To rejuvenate the tourism offering in the region through product development targeting the domestic market.
To stimulate new investment in the region, including from major brand operators (e.g.: major hotel brands).
Diversify markets to appeal to different consumer groups.
To identify, protect and develop the unique elements of the region and to avoid copycat development.
Address the limited supply of both skilled and unskilled staff.
Gain wider community appreciation of the true value of tourism to the local economy, social development and environmental sustainability.
Destination Challenges The effect of the Global Financial Crisis (GFC) and the impact on
perceptions from tropical weather patterns.
The closure of multiple tourism businesses particularly in the marine sector, including island resorts and marine based tours and charters.
A lack of leisure oriented commercial attractions and activities, both coastal and mainland based.
Variable service standards, including for general retail facilities.
Impact of the mining boom and particularly competition for staff, utility resources, housing and short term commercial accommodation.
Lack of affordable accommodation for short stay leisure visitors.
Low interest, particularly from the accommodation sector, to participate in cooperative marketing opportunities with Mackay Tourism, TQ and other third parties to attract visitation and address shoulder periods.
Air access and connectivity to interstate markets.
Lack of an integrated transport network in Mackay city and linkages to surrounding regions.
Lack of co-ordination between tourism infrastructure projects; precincts and nodes.
Water, electricity and telecommunications services constraints.
Lack of consistent and effective interpretive and directional signage.
The lack of consistent quality food and beverages product and services.
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The lack of infrastructure led development resulting in pressures on infrastructure capacity.
Unattractive entry points into towns within the region (no sense of arrival, poor landscaping and confusing directional signage).
Road infrastructure that lacks touring circuits and loops.
Low repeat visitation levels among leisure visitors.
The inability to secure investment.
The risk premium placed on investment opportunities if infrastructure impediments are not addressed in a timely fashion.
4.2 Potential Growth SegmentsThe following opportunities will need to be progressed for the Mackay tourism region to achieve it’s aspiration for 2016:
Position the Mackay region as a key business tourism centre with leisure related activities.
Maximize the potential flow on benefits for tourism from the mining and resources growth.
Grow air access and improve ground transport options.
Increased capacity in hotel, resort and tourist park accommodation will enable current demand and future growth to be accommodated.
Address loss of caravan park sites throughout the region.
Respond to new experience segments.
Attract and facilitate ongoing investment in enhanced tourism product development.
Address the limited supply of both skilled and unskilled staff.
Plan for seasonal and extreme weather patterns.
Assist industry in areas of domestic market readiness, customer service, online marketing, and sustainability of operations.
Address the competition between leisure and business visitors for available hotel/motel rooms.
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The following eight catalyst projects identified for the Mackay region are tourism investment or infrastructure projects of regional significance that are expected to act as a catalyst to generate a range of other investment, marketing and product development opportunities.
The catalyst projects are as follows:
Project Timing
1. Development of the Eungella and Pioneer Valley Tourism Node; 2012-2015
2. Developing stage 2 of the mining trail (including the copper trail from Clermont to St Lawrence); 2012-2014
3. Development of a multipurpose accommodation, retail and conferencing facility at St Lawrence; 2013-2015
4. The provision of major fishing event infrastructure throughout the regions; 2012-2015
5. Addressing the skills shortage for the tourism sector through leveraging off the proposed merger and development of Central Queensland University (CQU) and TAFE in Mackay;
2013-2015
6. An integrated regional transport program to link all modes of transportation (road, air, rail and sea with seamless connections); and
2013-2015
7. Maintaining and growing tourism events and supporting infrastructure throughout the region. 2012-2015
8. Key Service Infrastructure Ongoing
5 Catalyst Projects Cape Hillsborough National Park
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5.1 Eungella and Pioneer Valley Tourism Node
The parks and forests of the Mackay Highlands underpin the tourism potential for this area. Eungella National Park is the promoted destination; however opportunities are further enhanced through the amalgamated estate which includes state forests and Homevale National Park. The area provides opportunities for short and long walks, picnicking, tag along and self drive tours, horse riding, mountain biking and camping opportunities. The Mackay Highland planning process will ensure continued and enhanced access for recreational and tourism opportunities in parks and forests and QPWS intend to undertake a major upgrade to the Broken River Visitor Information Centre and develop the “platypus way” a series of viewing platforms, short walks and interpretation to enhance platypus observation and education.
The significance and potential of the Eungella National Park, Eungella Escarpment and Pioneer Valley is noted as a major development opportunity for tourism. It also has the potential to offer a number of important community amenities, as well as offering support for the growing population looking to find new locations for recreation and to offer new product to the leisure and business traveller, including the resource sector.
Master planning for the Pioneer Valley by Mackay Regional Council has identified an opportunity to develop a riverside multi-purpose hike and bike trail linking the Pioneer Valley to Mackay Marina.
The ‘Eungella Edge’ eco-resort proposal is the centre piece for realising the tourism potential of the Eungella area. The project which would be developed on state government land, includes a 30 room eco-resort, an indoor-outdoor restaurant, a meeting/seminar room, a retail area, an escarpment walkway/viewing area and the upgrading of a range of local community recreation facilities. A pre-feasibility study has been completed for the project indicating that it is likely to be commercially viable providing the basis to attract private sector partners to develop the project as a lease on government land.
Whilst the land identified is currently designated as reserve and managed by Mackay Regional Council for community use there is community support for part of this land to be re-designated and used for a commercial tourism venture to support improved community facilities. An eco resort is recognised as offering a number of sustainable employment opportunities and other economic, social and environmental benefits.
The pre-feasibility also identified a number of community amenity based enhancements, including upgrades to the cricket oval adjoining the site for the integrated eco-resort, a new high quality skateboard park, upgrades to tennis courts, cycle trails and other recreational amenities which the community can enjoy.
Importantly, the development of a tourism node at Eungella will act as an important catalyst for encouraging daytrips and overnight stays from Mackay, as well as generating greater visitor dispersal into the hinterland to support tourism activities within the Isaac region.
Opportunity: Expanding the tourism node to include other activities into
the Pioneer Valley including cycling, swimming and other experiences;
DTESB, TQ, the RTO and Mackay Regional Council to develop a strategy for re-designating part of the State Government land on the edge of the Escarpment at Eungella for the proposed integrated eco-resort under a long term lease arrangement; and
DTESB to actively promote and market the Eungella Edge investment opportunity to interested parties.
5.2 Mining Trail Stage one of the Mining Trail development linked Mackay to Clermont via various mining and related resource centres in between and in the surrounding region. While there is still a need to develop further experiences and infrastructure along this route, the opportunity exists to develop Stage 2 of the Mining Trail which involves the creation of the Copper Trail.
The Copper Trail is noted as an adventure corridor between Clermont and St Lawrence, which connects the regions to existing drive corridors (the Bruce and Peak Downs Highways). The Copper Trail would be linked to Indigenous heritage sites as well as early settler sites, and would include upgrades to interpretation and displays at the Clermont Museum and offer walking and cycling trails as well as 4WD excursions.
The development of Stage 2 of the Mining Trail will be an important focus for the Isaac region, allowing touring visitors the chance to experience a number of heritage based, nature based and adventure experiences for day or overnight experiences. In addition, the expansion of the Mining Trail to Stage 2 provides important day visitor experiences from the Mackay city to help grow extended length of visitor stay within the region.
The RTO notes the positive feedback it has received from those undertaking the first stage of the Mining Trail and the level of interest it has generated. To convert this interest into stronger economic benefits which correlate to greater visitor dispersal, Stage 2 of the Mining Trail needs to be developed.
Development opportunities also include the potential for four-wheel drive trails and experiences and mountain biking trails in the hinterland and also along the coastal corridor. The Mining Trail could therefore include a number of passive and active forms of experience, appealing to a wider visitor market.
Opportunity: To undertake a pre-feasibility study for the Stage 2 development
of the Mining Trail, focused on the Copper Trail and other key elements still to be developed;
With the Mining Trail Project Steering Committee, TQ, mining companies and any other key resource sector players whose product constitutes industrial tourism opportunity, discuss development options for visitors;
To identify the appropriate staging of actions and funding arrangements for infrastructure and product development; and
To promote Stage 2 of the Mining Trail to all targeted visitor markets once the various components are in place.
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5.3 St Lawrence Accommodation, Retail and Conference Facility
Isaac Regional Council has commissioned a pre-feasibility study of a privately funded multi-purpose accommodation, retail and small scale conference facility for St Lawrence that would target the local and regional visitors and the drive touring market.
The St Lawrence Multipurpose Facility could also include a training centre to assist with vocational training needs of those living along the coastal corridor, as well as others inland. In addition, the potential exists to create midrange cabin style accommodation and a retail facility to offer food and beverage to support accommodation, meetings and other uses etc.
Importantly, St Lawrence offers a midway point between Mackay and Rockhampton, and should therefore be encouraged and promoted as an appropriate place to stop and rest.
The introduction of a facility at St Lawrence is noted as an important tourism development along the coastal corridor which currently offers virtually no tourism infrastructure (accommodation, retail etc) from Sarina south. It also will act as an important coastal development node for the Isaac region and as the end point of the proposed Copper Trail linking inland to Clermont.
Opportunity: Isaac Regional Council, the RTO, TQ and Queensland
Government to refine and confirm the final components for the multipurpose facility;
Council to determine available land and ensure correct zoning;
Development of an investment memorandum for the multipurpose facility to attract private investment; and
A tendering process to secure a preferred private sector developer/partner.
5.4 Major Fishing Event InfrastructureThe RTO has completed the Mackay Inland Fishing Development Strategy focussed on the expansion of fishing tourism throughout the Mackay and Isaac regions however there is also considerable opportunity to promote beach, offshore and deep water fishing. Work is needed to improve the quality of boat ramps, jetties and access roads into a variety of locations to support the fishing trails and experiences which have already been predetermined. A range of accommodation at appropriate locations would also be required such as camping, vehicle camping, cabins, huts or lodges.
The opportunity also exists to link a number of major fishing experiences into a regionally significant event and to integrate opportunities in Mackay into statewide fishing events and competitions.
The first major requirement is the introduction of appropriate infrastructure that will cater for a range of event sizes (from family events to pro events), and secondly the programming and promotion of major fishing events to encourage stronger visitation locally, regionally and nationally.
Opportunity: The RTO and Regional Councils to determine the priority areas
for fishing activity, trails and nodes;
The Mackay and Isaac Regional Councils, in tandem with Queensland Government, to determine infrastructure requirements and funding options for these;
An infrastructure development program to be created which links to the fishing strategy already developed;
Maximise visitation and flow-on benefits from existing fishing events to strengthen the case for further investment in fishing infrastructure; and
Undertake an evaluation of existing events with a view to expanding or creating a new major fishing event as more elements of fishing infrastructure are put in place.
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5.5 Tourism Skills TrainingThe merger proposed between Central Queensland University Mackay Campus and Central Queensland TAFE Mackay Campus is an important development opportunity for the destination to address a shortage in skilled tourism workers due to the rapid growth in the hospitality sector. The integration of the education institutions provides an important development opportunity for equipping the local tourism industry with the demand on ground. Rapid growth in corporate business and events in the region has placed increasing pressure on the hospitality sector to provide quality tourism services. A better educational facility for the community will provide opportunity for increased learning in tourism skills training which will help to drive supply of skilled tourism workers back into the local tourism industry to provide a quality front line service.
There is also a number of associated marketing opportunities associated around the short and long term inbound education market, business tourism and sport related tourism. The opportunity exists to reposition Mackay as a university town with the ability to offer a number of venues for academic related conferences and meetings. With a desire to attract interstate, intrastate and international students for a variety of programs, new supporting accommodation and related facilities for visiting family and friends is likely to be required. The establishment of a significant joint user sporting precinct within the Central Queensland University Mackay Campus will support these needs and the added infrastructure can potentially provide opportunity for the development of regional sporting events.
The merger and associated development of tertiary based education institutions will create a number of education related tourism benefits and experiences to support the Mackay and Isaac regions. Importantly, they provide the potential to address the significant staffing shortages in the hospitality sector
Opportunity: The RTO to liaise with CQU and TAFE regarding how best to
pursue tourism related opportunities;
To investigate the development of sports related tourism, business related tourism and education/study related tourism; and
To determine supporting infrastructure requirements (additional accommodation etc) which the expansion and development proposals are likely to generate.
5.6 Mackay Regional Integrated Transport Program
Currently there is limited connectivity between the various transport modes in helping to encourage visitors to travel to and disperse through the Mackay and Isaac regions.
There is a lack of public sea transport enabling access to Mackay’s islands for day and overnight visitors, hindering the ability of island accommodation to generate increased overnight stays by local, regional, interstate and international visitors. Seamless transport connections are required from Mackay Airport to the Mackay Marina and out to the islands.
Whilst the Mining Trail linking Mackay and Clermont, and a number of other destinations, actively promotes the integrated regions, road conditions and the lack of supporting signage and infrastructure continue to hinder visitor dispersal and regional economic spread from tourism. The inability to use rental cars on non-sealed roads limits visitor access to a variety of locations within the Isaac region for fishing, cultural, heritage, mining and other tourism based experiences.
Limited minibus, taxi and small tour operator transport options in the region especially create a dependency on private vehicle use. This places added pressure on the need to promote touring as an interstate and intrastate marketing initiative.
With a desire to create a number of tourism development opportunities, particularly within the Isaac Regional Council, there is a need for improvements in road infrastructure and quality, improved signage, lay-bys and picnic areas as these are important considerations for visitor growth and dispersal.
Opportunity: Queensland Government, RDA, TQ and the RTO to form an
inter-agency working group with the involvement of both regional councils;
To develop a tourism focused prioritisation program for addressing road improvements, air access, rail and sea linkages;
To develop an effective signage plan with both Councils taking a leadership role, and with the involvement of the RTO, TQ and industry; and
Liaising with relevant State and Federal infrastructure agencies to support road and related infrastructure upgrades.
5.7 Mackay Tourism Events One of the major success stories of tourism development since the RTIIP was first launched in 2006 has been the Mackay Entertainment and Convention Centre. The Centre has secured a number of functions, conferences and conventions, and it has capacity to significantly grow new business. There is potential to grow events focused on the resource sector and its needs, a raft of cultural and sporting festivals and events and corporate events. Sporting event capacity was boosted in August 2011 with the opening of Virgin Australia Stadium with a capacity of 12,000 people. The Mackay Show Association has a masterplan process for the Showgrounds however the region requires good outdoor all weather facilities to attract new regional events. Ideally this should also include a large commercial kitchen facility which is also currently lacking in the region.
To support the growth of events, there is a need to expand the commercial accommodation base in Mackay and surrounding areas. Whilst a number of new hotels are at a planning stage, the lack of commercial accommodation is noted as constraining growth especially for events and leisure visitors. Much of the accommodation is taken up by the needs of the mining and resource sector, leaving limited opportunity for the leisure market to grow.
Potential also exists to promote fishing and other forms of inter-regional events which can be undertaken in a variety of locations away from major centres. The overall economic benefit from those attending events is noted as significant, with far higher event and conference attendee spend compared with many other visitor markets.
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Opportunity: The RTO and TQ to investigate the seasonal growth potential in
existing events;
The RTO, TQ and Queensland Government to investigate bringing in new events into the Mackay and Isaac regions;
The need to investigate the level of infrastructure support (accommodation, support facilities etc) to successfully secure and maintain events; and
To actively go out and bid for events where the regions are seen to have a strategic competitive advantage.
5.8 Key Service InfrastructureTourism investment growth could be hampered unless issues identified through the consultation process relating to infrastructure are addressed.
Specifically there appears a need to:
Increase the supply of potable water to the regions – the supply of potable water is a regional issue, with substantial demands on the supply of water by the growing mining sector and the agriculture and horticulture sectors. There is a need to increase the supply of potable water to regions via new pipeline projects or support for water recycling.
Improving electricity supply – brown outs occur in the Mackay and Isaac regions on a regular basis. There is a need to improve electricity supply an service to the regions.
Improving the supply of telecommunications services – the region has inconsistent supplies of telecommunication services, including the supply of mobile ‘phone coverage’, the supply of broadband internet connections and the supply of landline services.
Introducing effective waste management systems – the region has to improve its waste management system to keep pace with population growth and has insufficient boat sullage removal stations.
Monitor and improve air and road access to the region – seasonal flooding, traffic congestion and growth in the resources sector have placed increasing pressure on the road and air access to the region. It is recommended that this is monitored and air and road access is improved into the region.
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6.1 AccommodationOpportunity Locations Status Next Steps
6.1.1
Additional caravan and camping sites in Mackay and Issac
Mackay and Isaac Council areas
Mackay Tourism Limited commissioned a report in November 2009 “Mackay Tourist Park Development Strategy”. Management Plans for Coastal Camping, Lake Elphinstone, Connors River Dam Recreation Area Master Plan have also been developed.
Mackay Regional Council and Mackay Tourism review report and identify next steps. Identify potential new sites on government or privately owned land ideally coastal sites, and inland sites adjacent to rivers and dams to complement fishing tourism opportunities. Look at partnership opportunities with Isaac Regional Council between Sarina and St Lawrence.
6.1.2
Expanding commercial accommodation options
Mackay City and surrounds
‘Development of regional accommodation options including hotels, tourist parks and eco-lodges continues to be a priority specifically areas outside the city i.e beaches, Pioneer Valley and major centres in IRC.
There is scope to introduce more commercial accommodation that cater to the leisure market in particular.
6.1.3
Developing 3-5 star hotels in Mackay
Mackay City A number of hotels have been established since 2006 however demand is still high and in some instances exceeding capacity. Mackay Tourism and Regional Economic Development Corporation completed a Hotel Demand Study (2010). A Hotel Investment Prospectus has subsequently been created.
Populate the Queensland Government Tourism Investment Attraction Unit Opportunity Register with investment ready projects. Develop an investment attraction strategy.
Develop collateral to take to the investor community in Sydney, Brisbane and Melbourne.
6.1.4
Upgrading Eungella Caravan Park
Eungella Township Establishment of the Mackay Highlands Great Walk included the development of 3 new camp sites. All are accessible by vehicle. QPWS converted Fern Flat Campground at Broken River to walk-in only with the view that the caravan park would complement self-drive camping in this area. Redevelopment of the caravan park will complement the camping opportunities in the parks and forests
QPWS have noted an increase in non-conforming vehicle camping near Broken River kiosk.
Review status and market demand with key stakeholders.
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6.1.5
Developing a fishing lodge
Connors River Dam; Teemburra Dam
Teemburra Lake Fishing Lodge Feasibility completed in 2007 for the previous Mirani Shire Council. Mackay Inland Fishing Development Strategy completed in 2009. IRC has identified that Connors River Dam would be a preferred site for tourism development SunWater identified recreation area sites that could be beneficial to the community if the ownership and management of the sites were to be transferred to other entities, such as local councils. These sites include: Teemburra Dam, Eungella Dam and Kinchant Dam.
SunWater has engaged external consultants to undertake an assessment of the potential for these sites to be further developed into tourist attractions or opportunities that provide commercial investment. Convene meeting between Regional Councils and SunWater to discuss opportunities for product development.
A commercial tourism operation would require access to professional guides and boats.
6.1.6
Developing farm stay product
IRC and Pioneer Valley
Opportunity to progress still exists. Councils and MTL to develop strategy for a pilot project with a cluster of 6-10 farm stay sites.
6.1.7
Developing huts or cabins on QPWS land adjoining the Mackay Highlands Great Walk
Mackay Highlands National Park
A draft plan of management is being completed for the Mackay Highlands and subsequently a Visitor Management Plan will be developed. Both will ensure continued and enhanced access for recreational and tourism opportunities in parks and forests. Use of this walk is currently low however commercial camping opportunities exist and would be welcomed at the identified camping. QPWS support commercial investment in Great Walk to enhance public access and opportunities for commercial tour operations including huts or camping opportunities, with Homevale Homestead a development opportunity.
Key stakeholders to work with QPWS to further develop the overnight hut and camping concept.
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6.2 Attractions and ActivitiesOpportunity Locations Status Next Steps
6.2.1
Developing a Riverfront Precinct
Mackay Blue Water Quay and Blue Water Trail projects (part of MRC Blue Water Strategy) completed in 2011.
North Bank Activation project on the Pioneer River is underway. The private development aspects of the City Riverside Centre activation are yet to be developed.
6.2.2
Provision of recreational facilities Connors River Dam
Connors River Dam SunWater are currently finalising the detailed site plans for this Dam which incorporates recreational facilities. Construction tenderers have been announced and the EIS is with the Federal Government.
Dam construction is scheduled to commence in mid 2012.
6.2.3
Upgrading Brampton and Keswick Islands for leisure visitors
Keswick and Brampton Islands
Brampton Island was closed in 2010/2011 with a view to refurbishment however this has not yet been commenced by the new owner.
Keswick Island Developers have recently received marine development approval for a marina and are actively progressing resort development for the island. A new air service has commenced providing daily flights and a small shop/kiosk has now opened.
Monitoring of progress of Brampton development required.
Provision of affordable access from Mackay Marina to Brampton and Keswick for day trips/overnight stays to be encouraged.
6.2.4
Creation of a Cable Ski Park
Andergrove (Mackay)
Council approval has been given for a site in Andergrove and will be developed by a private operator.
Monitor development and identify regional or State event and competition opportunities
6.2.5
Develop a Eungella Edge Visitors Centre
Eungella A feasibility study for the Eungella Edge concept was completed in 2008 and included scope for visitor and interpretative services.
A QPWS information kiosk at Broken River is not currently manned however QPWS are investigating a public contact program as part of a Visitor Management Strategy for the Mackay Highlands National Park. This may provide additional interpretive experiences. QPWS intend to redevelop the visitor information kiosk as part of the ‘platypus way” proposal which will include the development of additional short walks and viewing platforms that will enhance platypus observation and visitor information
Create a strategy with QPWS and MTL regarding visitor information and interpretation needs for Eungella National Park and key visitor sites.
6.2.6
Developing a regional produce and raw materials centre in Mackay City (including a Rail interpretation Centre)
Mackay, Peak Downs Highway
A Feasibility Study for the Mackay Regional Showcase was undertaken by Mackay Tourism Ltd in 2008. The Mackay Heritage Showcase Precinct – Project Plan (Stage 1) was developed in October 2011 and a preferred site has been identified.
Investigate costs and valuation for the site and take steps to acquire site. Gain council support and approval and further design development. Apply for funding for Stage 2 to develop the planning for the capital works and governance of the project.
6.2.7
Developing a fruit processing tour
Mackay Region A site visit to Foodpac Pty Ltd on Eungella Road was undertaken and considered unsuitable for commercial tours at this time.
Identification of other potential farms or factories and research should be carried out to determine whether the proposed tours can be developed.
This could complement other farm and produce related activities identified in this plan (refer 6.2.6 to 6.2.10).
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6.2.8
Developing tours of Aquaculture Farms
Sarina This opportunity is yet to be investigated. Research should be carried out to determine the status of aquaculture facilities and confirm opportunities to offer tours to learn about the farming process, sample produce and purchase produce and other merchandise. This could complement other farm and produce related activities identified in this plan (refer 6.2.6 to 6.2.10).
6.2.9
Developing a regional produce events program
Mackay and Isaac Regions
Discussions have been held regarding the establishment of a Farmers Market in Mackay, and also a paddock to plate festival featuring local produce in the IRC area.
Develop a strategy that links the agricultural sector with tourism, and investigate supply sustainability through a local food project. This could complement other farm and produce related activities identified in this plan (refer 6.2.6 to 6.2.10).
6.2.10
Developing tours to farms
Mackay and Isaac Regions
This opportunity is yet to be investigated. Determine the scope to develop a cluster of farms to which tours can be promoted (in both Mackay and neighbouring Whitsundays) giving visitors the opportunity to learn about the farming process, sample and purchase produce and other merchandise
This opportunity has strong links with the regional produce related activities identified in this plan (refer 6.2.6 to 6.2.10). Research should be carried out to determine whether the proposed tours can be developed.
6.2.11
Developing indigenous fish trap and nature based tours
Mackay
and Isaac Regional Council river and coastal communities
An opportunity incorporate habitat tours (including fishways, restored lagoons), showing the habitats and lifecycles of fish could be investigated. A large aquarium display could be set up at the Botanical Gardens (where just downstream there is currently a proposal to create new wetlands) to display many local fish species.
Monitor possible demand for this type of activity and enable market operators to drive this.
6.2.12
Restoring and enhancing the Homevale Homestead
Nebo QPWS have created a Conservation Park area around the Homestead and will appoint IRC as trustee. The buildings require significant restoration and enhancement however have the potential to become a key visitor attraction that showcases local myths and legends.
A facilitated process is required to investigate the viability of tourism opportunities (groups, events, farm stay) for this site and the subsequent resources required to restore and operate it.
6.2.13
Restoring and enhancing the Orchid House
Queens Park, Mackay
Mackay Regional Council (with the community) has developed a Master Plan for the Queens Park precinct which incorporates a range of leisure and lifestyle activities to make better use of this space.
Identify key activities and next steps from the Master Plan to facilitate this development
6.2.14
Funding the restoration and development of Snow’s Place in Nebo
Nebo A Business Plan prepared in 2006 and reviewed in 2012, aims to see this developed as a Multipurpose site incorporating Community facilities (library, meeting rooms) Visitor Information, Arts and Cultural activities
Stakeholders to revisit the 2006 Business Plan and check relevance and develop an updated report.
Identify investment partners within the Resource Sector and government to progress.
6.2.15
Developing forest Mountain Bike trails
National Parks and State Forests
QPWS are undertaking a trial of combined mountain bike and walking trails in Conway NP (Whitsundays). Mountain Biking has also been identified as a recreational opportunity in the Draft Mackay Highlands Management Plan
Review of existing trails and facilities to be undertaken.
Strategic action plan to be developed.
Establish working group to progress.
6.2.16
Developing tours of the mines
Isaac Escorted mine tours now available from Clermont (Blair Athol Mines) and Moranbah (Peak Downs Mines) following the development of the Mining Trail.
Opportunities for additional experiential product still exist and will add to the depth of the mining trail experience.
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Opportunity Locations Status Next Steps
6.2.17
Field of Dreams
Sarina Masterplan is completed. Action plan to be developed and funding options identified.
6.2.18
Investigate the expansion of the Sarina Arts and Craft cluster
Sarina ‘In alignment with the Field of Dreams masterplan, there is a plan at the Field of Dreams site for future development and acquisition of new buildings. In 2012 the cluster completed a benchmarking program provided by the State Government and have developed an Action Plan for future growth.
Stakeholders and agencies to assist and provide guidance to the group in the implementation of the action plan where possible.
6.3 TransportOpportunity Locations Status Next Steps
6.3.1
Developing a touring loop
Mackay Region Mackay Tourism Ltd are in ongoing discussion with industry stakeholders regarding options including a touring loop between Eungella and Nebo to encourage visitor dispersal and increased length of stay. Success will be based on engagement with product along the loop and quality of road and related infrastructure. State Government needs to ensure infrastructure and product are linked re quality
A feasibility study should be prepared for the proposed loop road.
6.3.2
Introducing a ferry service to Keswick Island
Mackay Marina & Keswick Marina
There is currently no scheduled water based service for accessing the islands off Mackay’s coast other than supply barges. The current proposal for residential, tourism and marina development on Keswick Island does not include a ferry service however if further development proceeds it would increase the viability of a service for an independent operator.
Installation of a jetty on Keswick Island has been identified by residents as a priority to help develop day trips.
Support development of a jetty for marine based access to the island.
Develop a feasibility study to help secure investor-operator interest by showing market demand and expected returns. Has links with Catalyst Project 5.6 (refer page 15)
6.3.3
Developing St Lawrence as a short stop destination
St Lawrence To encourage free and independent travellers or group tours and family/leisure visitors to stop, upgrades to landscaping in the town, introduction of new wharf and boat ramp and introduction of more car parking facilities are required. Recreational fishing opportunities, and access to food and beverage outlets would need to be assured.
In 2011 Isaac Regional Council was successful in receiving Tourism Projects Pre-Feasibility Grant from the State Government for development of a Interpretive Centre and Visitor Complex at the St Lawrence Wetlands. The wetlands and fishways could form the start of an eco tour for the Sarina/Mackay area.
Further infrastructure required to enhance this area. IRC, DTESB and TMR should work together to identify these requirements and develop a staged implementation strategy linked to the multi purpose facility catalyst project (refer catalyst project 5.3, page 14)
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6.4.1
Upgrading the water supply and sewage treatment plant in the region and particularly at Eungella
Mackay and Isaac Appropriate sewage and water supply infrastructure is required to support the development of tourism ventures proposed at Eungella and Pioneer Valley.
The Nebo Road (Mackay) Waste plant underwent a $144 million upgrade in 2010/11.
Review demand and monitor with increasing pressure from population growth and resource sector demand.
6.4.2
Improving the Electricity Supply
Mackay and Isaac Loss of power during extreme weather events still occurs. This issue has been identified in MRC’s Priorities for Infrastructure Development Document adopted 2012.
Review demand and monitor with increasing pressure from population growth and resource sector demand.
6.4.3
Improving Telecom-munications supply
Mackay and Isaac Rollout of brownfield sites underway.
This issue has been identified in MRC’s Priorities for Infrastructure Development Document adopted 2012.
Design work for NBN commencing in June 2012. Investigate service options to improve mobile service in Pioneer Valley as it develops as a tourism node.
6.4.4
Preparing a master plan for the redevelopment of Sarina’s town centre.
Sarina Design study completed by Mackay Regional Council. Main Roads is currently upgrading and realigning the Bruce Highway however this has taken much longer than originally expected and has had serious impacts on the businesses in the main street. MRC has developed Main Street plans and has a program Focus on Sarina to energise business activity levels in Sarina’s town centre.
Minor upgrade of facilities (seating and toilets etc). Develop action plan and investigate funding options to implement.
6.4.5
Prepare Masterplans for the towns across the IRC area.
Dysart, Clermont, Middlemount, Nebo and Isaac Coast.
Master plans for Dysart and Clermont have been completed incorporating sense of place, directional signage, town centre revitalisation and commercial and residential design.
Clermont is also heavily focused on tourism development, infrastructure and heritage interpretation.
Masterplans for Middelmount, Nebo and Isaac Coast to be completed.
6.5 MarketingOpportunity Location Status Next Steps
6.5.1
Introducing directional and interpretative signage
Region wide Improved signage is required to assist visitors travelling in and around Mackay, including: Interpretative signage to highlight the history or other features of places of interest; directional signage for easy negotiation through the region.
Mackay Regional Council is implementing a signage program following the council amalgamations.
Mackay regional Airport has installed gateway signage within and at airport road exits to welcome visitors to the region, however the signage is dominated by resource-industry messaging with little emphasis on what is on offer in the region for visitors.
As at 2012, IRC is undergoing significant upgrades through a regional branding project including directional, welcome and interpretative signage. A tourism signage strategy for both Mackay and Isaac Regional councils should be considered, with a costed signage plan for the region. This plan should align with whole of state signage guidelines and policies.
6.5.2
Developing a special events strategy
Region wide Mackay Tourism Ltd has established a Major Events Committee and is actively reviewing the current status of regional events.
The Mackay Major Events Committee to strategically review events in the region, issues and infrastructure required.
Develop a strategy supported by stakeholders on a plan of action for the region. This has strong links with the catalyst projects.
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6.6 CommunityOpportunity Location Status Next Steps
6.6.1
Introducing a community awareness program
Region Wide Continual work is required to build understanding across the region about the potential economic, social and environmental benefits which accrue from tourism. Mackay Tourism and Tourism Queensland continue to ensure tourism has a strong presence across local media and other regional PR opportunities.
An ongoing awareness campaign with monitoring should be introduced.
6.6.2
Housing Affordability
Mackay & Isaac. MRC completed a Residential Density Strategy in 2011 and have released more land for residential development. IRC created the Isaac Affordable Housing Trust to facilitate and fast-track affordable housing through the region. The trust has charitable status.
MRC are planning a Housing Affordability fund to address this issue.
6.7 Strategic PlanningOpportunity Location Status Next Steps
6.7.1
Concept plan for the Pioneer Valley & Eungella National Park
Pioneer Valley & Eungella
The Pioneer Valley and Eungella National park have the capacity to become a better visited tourism destination with a focus on trails, travelling circuits and day and overnight visitor experiences.
QPWS are developing a Management Plan and a subsequent Visitor Management Plan for the Mackay Highlands. Planning process will ensure continued and enhanced access for recreational and tourism opportunities in parks and forests.
Mackay Regional Council has completed a Priorities for Infrastructure document (2012) which identifies a mullti-purpose bike and hike trail connecting the valley to the Mackay Marina and have identified interpretive facilities and improved access opportunities in the iconic Finch Hatton Gorge area.
Review strategies and identified opportunities in relevant plans.
Develop an action plan for implementation and identify funding sources.
6.7.2
Indigenous and South Sea Island Tourism Development opportunities
Mackay There is scope to integrate Indigenous and South Sea Island product more closely with the tourism sector. A Feasibility study for an Australian South Sea Island Centre was prepared for Mackay Tourism Ltd in 2008.
Integrated Indigenous and South Sea Islander Community engagement is required to progress this opportunity, potentially working with high-profile community members who can aid engagement and commitment.
6.7.3
Superyacht development opportunities
Mackay The State Government is working with the marine industry to build the super-yacht business to the regions.
A Whitsunday Mackay Superyacht Cluster has been established however has struggled to remain viable without ongoing administrative and financial support;
A Marine Industry Analysis and Investment opportunity Report completed in 2007;
A Marine Maintenance Demand Analysis Report was completed for the Mackay-Whitsunday region in 2010.
State Government to review recommendations regarding maintenance base required to encourage development of this market.
This project is an opportunity to work cross-regionally between Mackay and the neighbouring Whitsundays.
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6.8 Human ResourcesOpportunity Location Status Next Steps
6.8.1
Up Skilling program
Mackay Staff turnover, recruitment and training are an ongoing issue for regional Queensland.
High service standards are required if the region is to remain competitive. An up skilling program should be developed and implemented in the regions.
6.8.2
Accreditation Program
Mackay The Federal Government have introduced the national TQUAL accreditation program.
Encourage involvement in relevant program and investigate AussieHost delivery.
Review the approach in other regions to stimulating and recognising good customer service.
6.8.3
Hospitality training program
Mackay No progress to date. Review training and placement opportunities through TAFE and CQ University; introduce a hospitality training school in Mackay to service all surrounding regions.
6.9. Infrastructure Opportunities and IssuesOpportunity Location Status Next Steps
6.9.1
Air access to the region
Mackay & Isaac Mackay, Moranbah and Middlemount airports have undertaken improvements and increased capacity however this is largely in response to the growth in demand from the resources sector.
Monitor passenger mix to ensure adequate capacity available for leisure visitors is not lost due to the growth of business tourism and the Fly In-Fly Out workers from the resources sector.
Need for a strong push to drive capacity increases and improved airfare pricing. A partnership approach by the State Government and airport corporations will support development of leads and business cases for new services
6.9.2
Development of Mackay Airport
Mackay Terminal upgrade has been undertaken. State Government and RTO to work with Mackay Airport to create a wider gateway hub potentially offering inter linked public transport connections to the regions, maybe tour operator desks and an accommodation precinct.
6.9.3
Accessing the region by yacht
Mackay A Marine Industry Analysis and Investment opportunity Report completed in 2007;
A Marine Maintenance Demand Analysis Report was completed for the Mackay-Whitsunday region in 2010.
Review physical access to areas of Great Barrier Reef and implement actions from Marine Industry reports.
6.9.4
Accessing the Mackay region by cruise ship
Mackay Cruise Ship visits to Mackay are fewer than other destinations ( Whitsundays, Townsville, Cairns, Brisbane).
A Queensland Cruise Shipping demand study was completed 2010.
Review and monitor the future capacity of Mackay to attract and service this market.
6.9.5
Accessing the region by Car
Mackay and Isaac Regions
(Bruce Highway and the Peak Downs Highway)
Increased pressure on road infrastructure from the growth of the resources sector is a particular concern. The Mining Trail which follows the Peak Downs Highway is experiencing significant increase in traffic including the transport of mine machinery (wide loads), trucks and staff with a corresponding increase in motor vehicle accidents and traumas due to driver fatigue and the condition of the road.
Access issues for travellers using the Bruce Highway due to flooding and poor conditions is well documented.
Highlight priority areas and concerns to State and Federal government to secure funding for improvements to both Bruce Highway and Peak Downs Highway.
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7 Im
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To enable the tourism product investment and infrastructure vision to be realised in Mackay in an effective and timely manner, a number of implementation mechanisms are necessary. Tourism Queensland working in partnership with Mackay Regional Council, Isaac Regional Council, Mackay Tourism Limited (MTL) and the Queensland Government, will be the key influencers in prioritising and advocating the implementation of the TOP.
This plan has been developed for the benefit of Local, State and Federal Government agencies, regional economic development agencies, regional and local tourism organisations, investors and developers and tourism industry operators. It is envisaged that this document can proactively assist with securing future funds via government grants, sponsorships and business partnerships to ensure that the priority projects become a reality for the Mackay region.
Key Research SitesTourism Queensland (corporate) www.tq.com.au
Mackay Tourism www.mackayregion.com
Mackay Regional Council www.mackay.qld.gov.au
Isaac Regional Council www.isaac.qld.gov.au
Regional Development Australia Mackay Isaac Whitsundays www.rdamackaywhitsunday.org.au
Queensland Government www.business.qld.gov.au/tourism/tourism-industry
Queensland Tourism Industry Council www.qtic.com.au
Key Regional ContactsTourism Queensland Phone: +61 7 3535 3535 Email: [email protected]
Mackay Tourism Limited Phone: +61 7 4944 5888 Email: [email protected]
Queensland Government – Mackay Regional Service Centre Phone: + 61 7 49671099 Email: [email protected]
Mackay Regional Council Phone: +61 7 4961 9444 Email [email protected]
Regional Development Australia Mackay Whitsunday Issac Phone: +61 7 4967 0727 Email: [email protected]
Issac Regional Council Phone: 1300 472 227 Email: [email protected]
7 ImplementationMackay
