5-year plan cemented for tourism industry
Mackay Tourism Ltd (MTL) will implement a new Mackay Isaac Destination Tourism Plan (DTP) to provide the framework and strategic direction for the industry to achieve its targets and goals over the next five years.
Deputy Mayor of Mackay Regional Council, Cr Amanda Camm, said the DTP would ensure Mackay Tourism, and the industry, continued to meet its targets and be prosperous in the future.
“We’ve seen enormous growth in the industry over the last 18 months, but we also want to maintain this growth and ensure it is sustainable,” Cr Camm said.
“The DTP provides a framework to build on current success and plan for the future.”
General Manager of Mackay Tourism, Tas Webber, said the DTP provided a holistic approach to tourism.
“Previously our focus has been on getting processes right as an organisation, but now we are working with partners, stakeholders, industry and the community to ensure tourism is everybody’s business,” Mr Webber said.
“The DTP really cements tourism into every facet of the Mackay and Isaac communities.”
Through consultation with industry and key stakeholders, four priorities were determined, which include:
- Foster and encourage the development and introduction of new tourism products and experiences;
- Develop existing and attract significant events to the region;
- Build community awareness of the importance of tourism throughout the entire region, and improve the skills and knowledge of the local tourism workforce; and
- Implement a regional approach to destination branding and awareness.
- Increase total overnight visitor expenditure to $500 million by the year 2022.
- Increase the average length of stay amongst domestic travellers from 3.8 days to 4.2 days by the year 2022.
- Increase the number of international overnight visitors by 3% per annum leading to 2022.
Targets were also developed to measure and gauge the success for the goals set out including:
The DTP will be officially launched on Friday night at a networking event with the tourism industry.
Melissa Woods - Communications Officer
0448 994 180
Published: 30 November 2017