Sunshine Coast. Destination Tourism Strategy

Sunshine Coast Destination Tourism Strategy 2012 – 2016 Destination Tourism Strategy 2012 – 2016 Sunshine Coast Naturally Refreshing The Sunshine ...
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Sunshine Coast Destination Tourism Strategy

2012 – 2016

Destination Tourism Strategy 2012 – 2016

Sunshine Coast Naturally Refreshing The Sunshine Coast provides a relaxed coastal and hinterland lifestyle with easy access to Brisbane and Fraser Island. The region offers a wide variety of quality tourism and leisure experiences that have been founded on the region’s beaches and waterways, scenic hinterland and national parks. The Sunshine Coast has world class resorts and quality restaurants and is fast gaining a reputation as a rejuvenating destination. The region has all the traditional appeals of a major beach destination, bordered by an abundance of natural attributes and is surrounded by two UNESCO accredited biospheres.

In 2016 the Sunshine Coast will be:

Globally recognised as Australia’s premier revitalising holiday destination where the blend of coastal and hinterland experiences showcase the region’s contemporary beach culture. Framework for Success This Destination Tourism Strategy provides the framework to guide tourism industry development in the Sunshine Coast by coordinating stakeholders in a common direction to maximise the tourism potential of the destination so as to achieve a balance of economic, social and environmental outcomes. For the Sunshine Coast to achieve its 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



Destination Tourism Strategy 2012 – 2016

Key strategies that will drive sustainable destination growth to 2016 are outlined below.

Target Markets All tourism development and promotional activity is based on consumer needs. The following target markets for the Sunshine Coast include the current targets and those identified for development to achieve the region’s long term potential. Tier One: Connectors in Brisbane and Regional Queensland (400km radius of the Sunshine Coast) Social Fun-seekers in Sydney and Melbourne New Zealand and United Kingdom Tier Two: Unwinders in Sydney and Melbourne North America, Scandinavia, Germany, France, Netherlands, Switzerland, China, Singapore, Malaysia and Indonesia Tier Three: Hong Kong, India and Korea New and Developing: Taiwan

¹ Domestic target markets are based on Tourism Queensland’s Domestic Consumer Segmentation Model adopted in 2008

Domestic Market Consumer Segmentation ¹ Connectors Connectors 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 For this market, 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. Unwinders For Unwinders, holidays are all about relaxation and release, focusing on themselves as an escape from their busy lives. They seek an unstructured holiday. This allows them to catch their breath, feel calm and peaceful and gain perspective.

Marketing and Promotion Imbed the ’Naturally Refreshing’ brand and marketing promise in all marketing activity. Sunshine Coast, Naturally Refreshing differentiates the Sunshine Coast from other Queensland destinations and captures the essence of the Sunshine Coast holiday experience – a revitalising holiday experience, where visitors come away feeling naturally refreshed and relaxed. Grow the suite of Naturally Refreshing events that reinforce the position as a revitalising beach destination. Develop and promote new experiences and encounters, including a stronger focus on all-weather activities, that are in line with the Naturally Refreshing position.

Destination Tourism Strategy 2012 – 2016

Product and Infrastructure Development Grow destination appeal and deliver on the destination marketing promise through the development of innovative tourism projects, including the Catalyst Projects identified in the Sunshine Coast Tourism Opportunity Plan: Obi Obi Gorge Zipline

Current Trends A strong exchange rate and access to low cost air travel is making it easier for Australians to travel overseas. People are striving to achieve an emotional or personal achievement on their holidays; therefore, Queensland needs to differentiate their holidays by providing experiences that fulfil that desire.

Mary Cairncross Scenic Reserve Redevelopment

Australia is an expensive holiday destination relative to many of its key competitors and therefore needs to focus on competing on providing quality experiences and service and not on price.

Resource Sector Attraction Strategy

There is a trend for shorter holidays with shorter booking lead times.

Development and Expansion of the Sunshine Coast Airport/Precinct Development of Niche Products and Markets

Opportunities for Growth

Indigenous Product and Interpretation Opportunities

The following opportunities will need to be progressed for the Sunshine Coast to achieve its aspiration for 2016:

Tracks and Trails (Glasshouse Mountains to Noosa North Shore/Great Sandy)

Plan for seasonal and extreme weather patterns.

Holiday Park Demand Study

Gain wider community appreciation of the true value of tourism to the local economy, social development and environmental sustainability.

Tourism Precinct Master Planning, including Noosa, Maroochydore, Caloundra and Mooloolaba Major Event Infrastructure

Industry Development Build the reputation of the destination for delivering quality product and service standards through industry development programs such as: domestic and international ready, better business practice, service delivery, digital ready, and crisis management. Establish the Sunshine Coast as a leading ‘sustainable tourism destination’ through focused sustainability and climate change programs. Work with industry to foster a ‘culture of innovation’ in all aspects of promotion, product and experience development and service delivery.

Grow air access. Position the Sunshine Coast as a world leader in sustainable tourism. Support the development of packages to suit consumer propensity for shorter, more frequent holidays. Maintain the region’s point of difference in comparison to the Gold Coast and other beach destinations. Provision of a diverse range of tourism products and activities including ecotourism, adventure and family product to cater for existing and emerging markets. Expand opportunities for the development of more events/conference/ meeting venues including the potential for a cultural precinct. Build on the destinations strong natural attractions with the development of appropriate nature based facilities and activities. Develop a variety of accommodation options to meet the needs of individual target markets. Ensure community and service infrastructure requirements keep pace with a growing population so as to support sustainable tourism growth. Develop an integrated road and public transport network including appropriate connection points, services and infrastructure. Address the limited supply of both skilled and unskilled staff. Increase the availability of internationally ready product, focusing on emerging markets.

Destination Tourism Strategy 2012 – 2016

Contribution to Queensland’s Tourism Gross State Product ($m) in 2007-08*

Contribution to Sunshine Coast’s Regional Output ($m) in 2007-08^ 93% ($25,254m)

88% ($8,130m)

7% ($1,802m)

12% ($1,062m) Sunshine Coast


Rest of Queensland

Other Industries

*Source: Sustainable Tourism Cooperative Research Centre (2010) Regional Economic Contribution of Tourism Destinations in Queensland. ^Source: Tourism Research Australia (2011) The Economic Importance of Tourism in Australia’s Regions.

Why Tourism? Tourism is recognised as a key component of the Sunshine Coast economy and makes a significant contribution to the sustainable development of the regional economy and community. In the year ending 30 September 2011 ², the Sunshine Coast was host to: 2.7 million domestic overnight visitors (16% of domestic overnight visitors to Queensland); 239,000 international visitors (12% of international visitors to Queensland); and 4.6 million day trip visitors (12% of day trips to Queensland) This visitation in turn makes a significant contribution to the Sunshine Coast regional economy with ³: 14,700 jobs in the Sunshine Coast directly supported by tourism accounting for 10% of direct tourism employment in the state; and tourism in the region contributing $1.1 billion to the Queensland economy (12% of Queensland’s Tourism Gross State Product) (For more detail and current information visit ² Source: Tourism Queensland (2011) Sunshine Coast Regional Snapshot, year ended September 2011. ³ Source: Sustainable Tourism Cooperative Research Centre (2010) Regional Economic Contribution of Tourism Destinations in Queensland. (This most recent 2007-2008 data came out of a major research study which produced the first set of estimates of tourism’s economic contribution at the destination level.)

The Destination Tourism Strategy will be used as the reference point for: encouraging stronger linkages and coordination across all levels of government to ensure tourism needs are addressed in policy, statutory plans and processes and infrastructure development; stimulating leadership within the private sector to foster growth, quality, innovation and sustainable tourism businesses across the Sunshine Coast; and promoting the value of tourism and economic benefits to encourage community support for sustainable tourism growth

Implementation The Sunshine Coast Destination Tourism Strategy, in articulating the agreed tourism direction for the destination, provides the strategic platform for: guiding Tourism Queensland’s, Sunshine Coast Destination Ltd’s and other stakeholders’ individual planning and activities; and fostering the efficient, effective and coordinated use of resources to grow sustainable tourism development in the Sunshine Coast to 2016 Tourism Queensland and Sunshine Coast Destination Ltd working in partnership, will be the key influencers in prioritising and advocating initiatives and actions to achieve the intent of the Sunshine Coast Destination Tourism Strategy. Together, both organisations will work closely with Local Government, key State Government and Federal Government agencies and the tourism industry throughout the region in pursuing the direction outlined in this strategy.

Reference and Supporting Material The Destination Tourism Strategy is available online through the Tourism Queensland and Sunshine Coast Destination Ltd websites and A wide range of reports, plans, data and other information used to compile this Destination Tourism Strategy and critical to its implementation is also available on Tourism Queensland’s website.

Key Contacts

Tourism Queensland 30 Makerston Street Brisbane Queensland 4000 Tel: +61 7 3535 3535

Sunshine Coast Destination Ltd Sunshine Coast Airport Friendship Ave Marcoola Queensland 4564 Tel: +61 7 5458 8800

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