tourism in queensland. queensland tourism 16.4 million domestic visitors 1.86 million international...
TRANSCRIPT
Queensland Tourism
16.4 million domestic visitors1.86 million international visitorsTotal expenditure by visitors = $17.8 billion Contributes $6.3 billion to the Queensland economy Accounts for 6.4 percent of Queensland’s GSP Generates $4.7 billion annually as an export earner Seventh largest industry in QueenslandSecond largest export earner for QueenslandEmploys over 150,000 Queenslanders (9% of Qld employed)
Australian Ecotourism IndustryWhy Australia is the international leader in ecotourism?
Record of innovationProduct excellenceGovernment support for ecotourism policyActive peak industry body (Ecotourism Australia)
1999600 ecotourism operatorsAnnual turnover of $250 millionEmploying 4500 full-time staff
20012,935 nature-based and ecotourism operators Qld largest number of operators at 794 (27%)
Australian Ecotourism MarketNature based activities include:
Visiting national parks, bushwalking, wildlife watching, scuba diving and snorkelling32% of domestic tourists (24 million)71% of international tourists (3 million)Extensive National Parks, State Forests and Marine Parks 16 World Heritage PropertiesQLD WHA include:
Great Barrier ReefFraser IslandAustralia’s Tropical RainforestCentral Eastern Rainforest Reserves of AustraliaRiversleigh Fossil Fields
What is Ecotourism?
“Ecotourism encompasses a spectrum of nature-based activities that foster visitor appreciation and understanding of natural and cultural heritage and are
managed to be ecologically, economically and socially sustainable.”
Key Elements
ecologically, economically & socially/culturally sustainabledependent on the natural environmentinvolves education & interpretationcontributes to conservationsustains local communitiesinvolves fun & enjoyment
Not defined by scale but adherence to key elements
Why Focus on Ecotourism?
Ecotourism is a growing ‘niche market’
Ecotourism represents the ‘greening’ of tourism
Ecotourism is a response to the demands of an increasingly environmentally aware global community
Ecotourism generates economic benefits
Ecotourism in Queensland has a competitive advantage
Queensland Ecotourism Plan (QEP)The Vision“Queensland will be the world’s leading ecotourism destination with government,
industry and the community working in partnership and adopting best practice planning, development, management and marketing.”
ObjectivesEnvironmental Protection & ManagementEcotourism Industry DevelopmentInfrastructure DevelopmentCommunity DevelopmentResearch
Objectives implemented through 54 Actions
Some Key Issues
Tourism in Protected Areas
Ecotourism market research
Eco Certification and best practice
Indigenous tourism
Industry advocacy & support
Resources for industry, government agencies and community:Ecotourism Rapid Assessment Model Grow Your Ecotourism BusinessTour Operator Tool KitOutback Interpretation ManualInnovation in InterpretationEnvironmental Impact MonitoringWorking With CommunitiesBest Practice Ecotourism in Queensland
Industry Support
The Future of Ecotourism
Ecotourism moving from a ‘niche’ to mainstream tourism marketThe ecotourism industry is providing leadership for the
wider tourism industry on the adoption of the ‘triple- bottom line’ principles of ecological, economic, & social & cultural sustainability
The tourism industry has the potential to be the exemplar ESD industry
Other Niche Markets
Business, Conferences & Incentives
Food & Wine
Events
Drive
Cruise
Bed & Breakfast/Farmstay
Education
Strategic Tourism Management
Growing Tourism Strategy 2001
Whole of government approach to sustainable tourism planning and development
Queensland Tourism Strategy
Planning framework for the coordination, management and development of the tourism industry over the next 10 years (in progress to be completed in 2006)
Destination Management Planning
Destination Management Plans identify the key development, marketing and coordination strategies necessary to guide the sustainable tourism growth of Queensland’s destinations
Destination Management Plans
Table of Contents
Section 1 Destination Management PlanningPlanning Context, Qld Tourism Business Environment & Industry Overview
Section 2 Destination Analysis- Destination Description & Performance - Market & Competitor Analysis
- Destination Marketing & Development - Tourism Services Analysis
- Stakeholders & Partnerships - Community Capacity Analysis- SWOT Analysis and Strategic Implications
Section 3 Strategic Vision- Destination Outlook & Positioning - Targeting Strategy- Destination Management Goals & Strategies - Implementation