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Submission to the Finance and
Administration Committee
on the Draft North Stradbroke
Island Economic Transition Strategy
Queensland Tourism Industry Council Po Box 13162 George Street QLD 4003 P (07) 3236 1445 F (07) 3236 4552 E [email protected] www.qtic.com.au
April 2016
2 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
Introduction
The Queensland Tourism Industry Council (QTIC) welcomes the opportunity to provide a submission
to the Finance and Administration Committee on the Draft North Stradbroke Island Economic
Transition Strategy. QTIC supports the transition from sand mining to a more tourism focused
economy, and for the diversification and growth of the tourism industry on North Stradbroke Island.
Queensland Tourism Industry Council
The Queensland Tourism Industry Council (QTIC) is the state peak body for tourism in Queensland.
As the voice of tourism, QTIC represents the interests of the tourism industry, including business
operators, Regional Tourism Organisations (RTOs) and sector associations.
QTIC is a private sector, membership-based tourism industry organisation; all of Queensland’s 13
RTOs are members of QTIC as are 20 of the industry sector associations and in excess of 3,000
regional members, operating in all sectors of the tourism industry. QTIC works in partnership with
government agencies and industry bodies at a local, state and national level (National Tourism
Alliance), to strengthen the voice of tourism in all relevant policy forums.
Tourism in Queensland
Tourism is a key economic driver in many Queensland regions, supporting regional employment and
community growth, employing over 230,000 people directly and indirectly, or 9.9% of all people
employed in Queensland.1 This is substantially more than the mining sector (79,000 direct jobs) or
even agriculture, forestry and fishing combined (56,900 direct jobs) 2.
The tourism industry in Queensland contributed $23 billion to Queensland’s Gross State Product
(GSP), representing 7.9% of total GSP and generated $5.8 billion in exports in the year ending June
2014, making it the state’s second largest export earner behind coal2. In the year ending June 2015,
visitor expenditure in Queensland was $18.3 billion; $49 million daily spend in the local economy.
The return on tourism is high, with every dollar tourism earns adding an additional 87 cents to other
parts of the economy3.
The Queensland Tourism Industry Outlook Potential to 2020 sets the state industry target of $30
billion in visitor expenditure by 2020. The growth of the tourism sector and visitor expenditure in
South East Queensland will be a large contributor in achieving this state industry potential.
Tourism is forecasted to be a major contributor to Queensland’s economic growth. In the recently
released report by Deloitte4 titled Positioning for prosperity? Catching the next wave, global growth
trends and Australia’s areas of advantage were examined. Results showed that our next waves of
prosperity are likely to come from five sectors: tourism, gas, agribusiness, international education
and wealth management. The report states:
1 Tourism Research Australia, State Tourism Satellite Accounts 2013-14, released April 2015. 2 Tourism Queensland, Tourism Economic Key Facts, September 2015. 3 Tourism Australia, 2014.
4 Deloitte, Positioning for Prosperity?: Catching the next wave. 2014.
3 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
…“there is a lot more potential growth in the pipeline [for Australia], with tourism projected
to be among the world’s fastest growing industries. Our forecasts have it growing 4% a year
from now to 2033 – that is, more than doubling in size over the next two decades. Even
better, many of those new travellers will depart from Asia”.
The March 2016 Queensland Business Outlook from Deloitte forecasted international tourist arrivals
to Queensland to grow at a rate of approximately 5.7% per year over a five year forecast period5.
Retail spending is also expected also to improve, with a surge in high spending Chinese arrivals5.
Destination Success
QTIC remains committed to working with the Queensland Government and industry to achieve
industry development outcomes through the joint industry-government state tourism strategy,
Destination Success, the 20-year tourism plan of the Queensland Government for tourism.
Destination Success prioritises six key themes to focus and investment in to grow the tourism
industry:
Build strong partnerships;
Preserve our nature and culture;
Deliver quality, great service and innovation;
Target a balanced portfolio of markets;
Offer iconic experiences; and
Grow investment and access.
Tourism in South East Queensland
In the year ending June 2015, the Brisbane region hosted 40.37 million visitor nights, a daily average
of 17,800 visitors, with a daily spend of $14.28 million or $5.2 billion visitor spend annually. A key
economic driver in Brisbane, tourism supports 65,000 jobs (directly and indirectly) and accounts for
26.5% of all tourism jobs in Queensland6. In the same period, the Gold Coast region hosted 21.8
million visitor nights, with a daily spend of $10.7 million or $3.9 billion visitor spend annual. Tourism
supports 54,400 local jobs (directly and indirectly) and accounts for 18.3% of the jobs in the Gold
Coast region6.
There has recently been significant investment in tourism infrastructure and new product in South
East Queensland, however ongoing investment infrastructure and supporting innovative new
business and unique tourism developments is required to maximise the competitiveness of South
East Queensland.
Visitors to the South East Queensland region (including Brisbane, Sunshine Coast, Gold Coast and
Darling Downs regions) have a strong interest in nature-based, adventure and cultural activities,
particularly the international leisure market. There are some gaps in these types of tourism product
in South East Queensland and great potential for North Stradbroke Island to add to the range of
experiences available.
5 Deloitte, Queensland Business Outlook Report, March 2016.
6 Tourism and Events Queensland, Economic Key Facts to September 2015.
4 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
Recommendations
Theme 1: Diversify and expand the tourism industry
North Stradbroke Island has potential to offer unique and highly sought after visitor experiences, to
preserve and grow the value of the domestic visitor market and drive repeat visitation, and also
meet the demands of international visitor markets, including the growing Chinese market, seeking a
premier nature-based destination close to major cities and transport hubs.
Investment in public infrastructure and facilitating private investment in tourism development is critical. Efficient access infrastructure to regions has a direct and often immediate impact on visitation numbers and consumer demand. Attracting private tourism investment relies heavily on government policies, and business laws and regulation to provide conditions that stimulate private sector investment in new developments and re-investment in existing product.
As the Queensland Government commits to the development of the tourism industry on North Stradbroke Island, it is critical that such commitment is demonstrated by facilitating private development opportunities in a timely and flexible way and with a preparedness to match investment by having dedicated funds available for this purpose.
Development of the tourism economy on North Stradbroke Island will require a coordinated approach from community, local councils, and state and federal governments to achieve a sustainable approach to tourism. This Strategy will help to coordinate industry and government objectives, however building strong partnerships will be critical. The Queensland Tourism Industry Council offers its support towards realising positive outcomes for the long-term tourism and economic development of North Stradbroke Island.
Theme 1, Action 1: Develop more nature and adventure-based activities
QTIC supports the action to develop nature and adventure-based activities on North Stradbroke
Island. A tourism planning study will be necessary to outline the types of use and development that
will be permitted across all areas of the island including conservation areas.
Given the island’s proximity to major population centres and the unique natural environment,
tourism is a well-placed sector to generate economic activity and jobs and to champion sustainable
use and development. There exists a gap in some categories of nature-based, adventure and cultural
tourism product in South East Queensland, particularly Indigenous tourism experiences. North
Stradbroke Island is well-positioned to develop iconic experiences and add to the range available in
South East Queensland. Tourism also has a vested interest in achieving environmental conservation
outcomes on North Stradbroke Island, with shared goals in protecting our marine and terrestrial
natural assets.
A tourism planning study is recommended to outline the types of use and development that will be permitted across all areas of the island, including conservation areas, to include the local community in tourism planning decisions, ensure sustainable outcomes, and attract and provide greater certainty to potential investors.
5 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
Theme 1, Action 2: Improve existing built infrastructure and facilities and develop boutique
accommodation
QTIC supports the ongoing investment in camping and ‘glamping’ facilities, however also encourages
facilitation of innovative, high-quality and sustainable accommodation development outcomes for
North Stradbroke Island that will appeal to a broader visitor market.
Facilitation development of a range of accommodation types is critical to attracting a broad visitor
market (including education, business, and luxury markets) and in reducing seasonality of the
tourism economy.
To expand the accommodation options available to visitors and encourage local resident
involvement in the growth of the tourism industry, there may also exist opportunities for the
organisation and commercialisation of existing private housing which have unoccupied periods, such
as those used as timeshare and holiday homes.
Theme 1, Action 4: Create more cultural tourism opportunities
QTIC supports the State Government’s objective to support and drive cultural tourism opportunities
on North Stradbroke Island.
North Stradbroke Island has potential to offer unique and highly sought after cultural tourism
experiences and will increase the destination competitiveness of North Stradbroke Island. Tourism
has a vested interest to preserve and protect not only the natural assets and cultural heritage of our
state, but also support for Aboriginal and Torres Strait Islander people through tourism activities.
An investment in local cultural capital, including arts and cultural services, attractions and
infrastructure, is not only also essential for creating and maintaining a sense of place and enhancing
liveability, but can drive further innovation and local entrepreneurism in the tourism sector.
Theme 1, Action 5: Enhance the visitor experience
QTIC agrees that investment in visitor information signage and a visitor research program is critical,
however also stresses the consideration for ongoing investment in a world-class visitor information
service program.
Well-planned and delivered visitor information will support positive visitor experiences of North
Stradbroke Island. To provide a high-quality and world-class visitor service experience, delivery
needs to meet all needs of the visitor market. To do this, visitor information services must be
considered a multi-modal program. The experience of a destination begins prior to travel, such as by
engaging in digital marketing campaigns and social media channels. When in destination, interaction
with local resident destination ambassadors and visitor information centres are also influential and
need to be considered when investing in a visitor information services program.
QTIC supports the investment in a visitor research program and encourages partnership with existing
destination marketing and management institutions in sharing data to benefit from market profiling
analysis. Sharing insights with the local tourism industry will also help business owners and customer
service staff to meet service and quality expectations.
6 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
Theme 1, Action 6: Unlocking Peel Island
QTIC supports the move to gain greater tourism access and enterprise opportunities on Peel Island.
Unlocking access to Peel Island will highlight the geographic diversity of Moreton Bay to visitors and
meet the objective of diversifying the tourism industry by creating more destinations and
experiences for visitors to extend their stay in Moreton Bay.
Facilitation of innovative and sustainable tourism enterprise opportunities is necessary, supported
by a tourism planning study to outline appropriate use and development on Peel Island and
opportunities for investment.
Theme 1, Action7: Conduction a feasibility study in to a Brisbane CBD-Dunwich ferry service
QTIC supports the proposal of a Brisbane CBD - Dunwich ferry service and recommends a tourism
development, such as a dining experience, to be incorporated into the proposal.
A Brisbane CBD – Dunwich ferry service would not only benefit North Stradbroke Island residents,
but would also significantly improve the accessibility to North Stradbroke Island and make the
destination more attractive the South East Queensland visitor market.
QTIC recommends that a tourism development offering a high-quality visitor experience to be
included as part of this proposal, such as an on-board dining experience, information and
interpretation services. By considering all users of the proposed ferry service, well-thought tourism
planning can be achieved by connecting with attractions and tour operators at either end of the
journey. A feasibility study into the viability of the proposed ferry service must consider broader
visitor experience benefits and tourism development opportunities.
Theme 2: Education and training
Education and industry training will support the development and delivery of high quality tourism
experiences on North Stradbroke Island. Strengthening partnerships between industry and the
education and training sector is needed to ensure training and skills programs are world class and
contemporary.
Theme 2, Action 1: Develop new education and training products
QTIC supports the development of new education centres on North Stradbroke Island. QTIC
recommends targeting and partnering with existing educational institutions in South East
Queensland to develop specialised educational products and take advantage of the region’s
education market.
The unique environment of North Stradbroke Island, as well as the close proximity to major urban
markets of Brisbane and Gold Coast, provides for a range of unique specialised educational and
training products to be delivered on-island, such as in tourism and hospitality, natural resource
management, environmental and marine sciences, or cultural studies.
Creating educational programs to attract students to North Stradbroke Island has potential to create
long-term opportunities to attract return visits from former students with their families.
7 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
This could be achieved by developing new education centres and products, as proposed, as well as
partnering with existing educational institutions located in South East Queensland or elsewhere.
Theme 2, Action 4: Expand market for school camps, field studies and tertiary research
QTIC supports the objective of targeting the education market and the development of new nature-
based recreation and cultural education opportunities
North Stradbroke Island is well-placed to service the education market of South East Queensland. To
be competitive, new facilities should offer a unique interpretation of the local culture, environment
and sense of place. To maximise the economic potential, education facilities and accommodation
developed for this market must connect with existing transport, services and attractions.
Theme 2, Action 5: Improve public transport options
QTIC agrees there exists opportunities to improve the range of transport options on-island, including
but not limited to public transport options, to make accessible a range of attractions to all visitors.
Creating greater connectivity, not only to and from North Stradbroke Island and the mainland but
between destinations on-island, will encourage visitors to extend the length of stay on the island to
do and spend more. It will also address affordability concerns and mobility barriers for visitors
without private vehicles.
Greater availability and affordable public transport options will also improve mobility for local
residents and support employment opportunities in other areas of the island; a clear benefit
towards building and retaining a sustainable local tourism employment base.
Theme 3: Inspire business development and growth
To develop a thriving and sustainable tourism economy, every part of the tourism industry must
cater to evolving consumer needs, desires and expectations. Investing in the improvement and
innovation of the built environment, businesses, products and people will need to be an ongoing
objective.
Theme 3, Action 1: Create a master plan for Dunwich
QTIC supports the action to prepare a master plan for Dunwich, including consideration of a visitor
precinct with a range of services and attractions for potential commercial development.
QTIC agrees that, as the entry point to North Stradbroke Island, the amenity of Dunwich is important
to the overall destination management of the Island.
The master planning of the visitor precinct should be flexible and thus attractive to private
investment. Development application processes must also be flexible and supportive of innovative
tourism development proposals in order to achieve unique product offerings and reap position
North Stradbroke Island competitively as a tourism destination.
8 | P a g e QTIC Submission – Draft North Stradbroke Island Economic Transition Strategy
Theme 3, Action 3: Deliver training and support programs to build local business capacity
QTIC supports the State Government’s objective to improve skills and capabilities for local businesses
on North Stradbroke Island.
For maximum benefit, it is recommended that any new training and support programs developed
under this Strategy link with and provide access to existing business programs and work in
collaboration with industry bodies, including the Queensland Tourism Industry Council, Brisbane
Marketing, and the Chamber of Commerce and Industry Queensland.
Theme 3, Action 4: Establish an Indigenous Business Development Fund
QTIC supports the establishment of an Indigenous Business Development Fund, which will support the
development of Indigenous-owned tourism enterprises, key to the success of cultural tourism on
North Stradbroke Island.
The establishment of an Indigenous Business Development Fund aligns with the objectives of QTIC’s
Indigenous Champions Network: to achieve an additional 1,000 Indigenous faces and twenty new
Indigenous businesses in tourism by 2020.
QTIC offers to work with the State Government and apply the services and expertise of the
Indigenous Champions Network, such as mentoring opportunities, cultural awareness workshops,
and business and policy advisory services.
FURTHER ENQUIRIES
We welcome the opportunity for further discussion regarding the points raised in this submission.
For all enquiries, please contact QTIC Policy Team on (07) 3236 1445 or email [email protected].