Tourism in Queensland

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

Indigenous

Fishing

Gay & Lesbian

Adventure

Marine

Backpacker

Arts & Culture

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

Questions & Answers