Strategic Marketing Plan for Tourism Industry Australia Assignment

Running head: TOURISM PLANNING
Tourism Planning
Name of the Student
Name of the University
Author Note

1TOURISM PLANNING
Table of Contents
Context framing...............................................................................................................................3
Main approaches..............................................................................................................................3
Outcomes that aims to be achieved.................................................................................................4
Themes, issues and principles that has been identified...................................................................6
Issues............................................................................................................................................9
Principles.....................................................................................................................................9
Aspects of the two state strategies relevant to regional tourism plan............................................10
Objectives of destination tourism plan......................................................................................10
Sunshine coast opportunity plan................................................................................................11
Response of RTO...........................................................................................................................11
Challenges, opportunities and limitations......................................................................................12
Challenges..................................................................................................................................12
Opportunities.............................................................................................................................12
Limitations.................................................................................................................................13
Timelines.......................................................................................................................................13
Improvement on plans...................................................................................................................14
Linking the strategies.....................................................................................................................14
Recent response of RTO................................................................................................................14
Impact of GFC on national, state and regional areas.....................................................................15

2TOURISM PLANNING
Effects of CC and Kyoto/Copenhagen/Rio/Paris agreements on tourism policy..........................15
Reference List................................................................................................................................16

3TOURISM PLANNING
Context framing
The TEQ plan for strategic marketing helps in increasing the tourism industry within the
Australian context. It helps in delivering a vision to the tourists who are coming to visit Australia
for leisure as well as for business purpose. It also helps in making the country one of the most
desirable places on earth for tourist destinations. The strategic marketing plan along with the
strategic plan of TEQ has taken up the vision of the tourism for the country and has aligned it
with their personal visions.
The statutory body has undertaken extensive research in New Zealand and Australia by
pairing up with Tourism Australia, which showed that Queensland is one of the primary
destinations for the tourists. To make the tourists experience the place in a better manner, the
state has taken up three objectives that will help them in reaching the potentials that has been
planned for 2025 (Australian Regional Tourism Network, 2017).
Main approaches
The primary approach that will be taken up by the statutory body will be to position itself
and communicate the assets that are present in the destination so that it can help in driving the
growth for tourists by 2025. The corporate objectives that will has been taken up for the tourism
industry in Queensland are as follows:
 Overnight Visitor Expenditure (OVE) has to be increased within the international and the
domestic market by providing proper support of jobs in Queensland
 Growth and maintenance of the share of Queensland within the Australian OVE

4TOURISM PLANNING
 Promote Queensland as a brand and promotion of equality as well (Pulendran, Speeding
& Widing, 2013)
The 2017-21 strategic plans that will be taken up are as follows:
 Contribution of economy in Queensland
 Enhancing the portfolio of Queensland
 Enhancing the pride of the community that is present within Queensland (Mohsin,
2015)
In order to achieve these things, it has to be delivered through the following:
 Promotion of tourism and marketing in Queensland
 Development of the destination and experience of tourism; along with
 Identifying, attracting and promoting major events that will help in bringing more tourists
Outcomes that aims to be achieved
The 2017-21 strategic plan aims to achieve the vision by implementing the following:
 Creation of an unique proposition of value for the events and the state tourism industry
 Partnering with the government, industries and the tourism organizations that operate on
a regional scale and prioritizing the investments
 The potential areas need to be identified so that it can help in maximizing the social and
the economic benefits (Mistilis, Buhalis & Gretzel, 2014)
To achieve these unique values, the events along with the state tourism industry have
formulated four values that will help. They are as follows:

5TOURISM PLANNING
 The ministers and the Board will help in clearing the purpose by setting priorities and
directing the team so that the purpose can be served
 Working in partnership with the team mates so that it can help in achieving the overall
result
 Being creative and innovative so that it can help in improving on a constant manner so
that the difference can really be seen in Queensland
 The opportunities and the trends need to be analyzed so that the competitive environment
can be adaptive, flexible and proactive (Dwyer et al., 2014)
The statutory body will implement the strategies by partnering with the government, industry
and the other tourism organizations so that the objectives can be delivered. The proper areas such
as the economic and the social benefits have to be capitalized so that it can help in the growth of
the events and the tourism industry.
A proper calendar needs to be maintained where the plan of the events will be stated so that it
can help in attracting jobs, which will directly result in the growth of the economy of
Queensland. The regional events will be supported with the help of Queensland Destination
Events Program along with the business events, which will be supported through Business
Events Program (Baker, 2014).
The target market that is present globally needs to be maintained so that it can help
Queensland to grow its share of expenditure. The competitive advantage can be gained by
showcasing the heroes of Queensland so that it can help in inspiring the audience on a global
level.

6TOURISM PLANNING
The statutory body needs to increase the interstate and the international visits to Queensland
during the Commonwealth Games 2018 that will be held in Gold Coast. The stay of the tourists
needs to be increased so that it helps in increasing the OVE (Rose, 2017).
The performance indicators will help TEQ in measuring the extent that will help in achieving
the objectives. The performance indicators need to be arranged in two groups so that the
influential degree can be analyzed, which will help in affecting the outcome. It can be classified
as follows:
 The generation of OVE through the events that are present within the portfolio
 The incremental and the direct spending that will be generated through the events
 The tourists that visit Queensland due to the events that take place
 Promotional and publicity values that will be generated through the portfolio
 Collaborative support that the place will get by organizing the events
 Increase in the partnership investment between the regional bodies
 Creation of jobs that will help in improving the economy (Van De Vijver et al., 2016)
Themes, issues and principles that has been identified
The main theme that will help in attracting the tourists is based on eco-tourism, which the
statutory body is mainly focusing on for 2025 strategy. It will help in urging frequent visits and
the expenditure of the tourists by providing them with the best experiences within the natural
areas of Queensland. This experience can be done with the unique wildlife and environment that
the state offers to the tourists.
The concept of ecotourism will help in fostering the cultural and the environmental
understanding for conserving the nature so that it can help in the growth of the tourism sector in

7TOURISM PLANNING
Queensland. The awareness of the tourist with respect to ecology has helped them in seeking the
accommodations that are based on nature (McIntosh & Howe, 2014).
Culture is another strategy that needs to be focused on so that it can help in attracting the
tourists within the state.

8TOURISM PLANNING
These pillars have been identified through extensive consumer research so that it can help
in creating a difference with the other state. It is one of the major foundations for the creative
strategy that will be adopted for delivering the message to the tourists regarding the tourism
industry that is present in Queensland. These pillars will offer various competitive advantages to
the tourism industry that is present within the state by identifying proper tourism operators,
locations and events (Moscardo & Murphy, 2014).

9TOURISM PLANNING
Issues
The tourism industry needs to overcome various challenges, which is inclusive of the
international and the domestic destinations that are present in Australia. The statutory body has
to guide the marketing that is present in tourism so that it can help in the development. The
highly competitive market that is present on a national and an international level has to be
identified so that the risks can be mitigated. These risks can be classified as operational and
strategic, which are inclusive of the following:
 The different economic conditions that are present within the country and the markets
that are available, which will create an impact on the expenditure and the number of
visitors
 The event destinations that are present nationally and internationally, which will provide
stiff competition needs to be secured to minimize the risks
 The expectations of the visitor will be affected if the events that take place are not
convincing enough (Muskat & Muskat, 2016)
Principles
The statutory board will help in developing and implementing the best practices so that it
can help in attracting the tourists, which will promote the tourism industry in a sustainable
manner. The needs of the stakeholders will help in building the unique features so that the
tourists can be attracted to the destination. The plans have to be developed in such a manner so
that it can provide the tourists an unique experience by identifying the opportunities and
developing the key infrastructures that will help in grabbing the attention of the tourist (Prideaux
& Thompson, 2017).

10TOURISM PLANNING
Aspects of the two state strategies relevant to regional tourism plan
The strategy of the state will be focused on promoting and developing the Regional
Tourism Organization (RTO) by linking it with the region plan of Sunshine Coast. The tourism
plan will help in directing and prioritizing the platforms that will help in the development of
effective and efficient use of the resources so that by 2020 it can help in attracting maximum
number of tourists (Tourism fears a big hit, 2017).
Objectives of destination tourism plan
 The implementation and development of the plan will help in attracting tourist, which
will help in benefitting the economy and promote sustainable tourism industry
 The value of events and tourism needs to be outlined so that it can help in creating a
based for the economy with respect to creation of jobs and industries
 The unique features need to be recognized so that it can be developed with the help of the
stakeholders
 The direction have to be set properly so that it can help in making the event and tourism
marketing strategy in a better manner
 The policies and legislation ns have to be developed in a better way so that it can be
beneficial for the tourism industry
Sunshine coast opportunity plan
The plan for the sunshine coast will help in identifying the positive directions that will
help in the development of the tourism industry in a sustainable manner. The plan will aim to
discuss the following matters:

11TOURISM PLANNING
 The up gradation of the infrastructures that will help in the sustainable growth of the
place
 The investments that need to be done in developing the products that are necessary for
tourism
 Thorough research needs to be done so that the demand and the supply of tourism can be
evaluated
 The providers of infrastructure and the investors need to be engaged so that they can
understand the needs that are present in the tourism industry
The sunshine coast hinterland nature plan helps in providing assets that are based on nature
so that the visitors can experience it in a better way the internal and the external areas. The plan
will help in providing a better approach for the development of the tourism that is based on
nature, which is inclusive of better infrastructure and the natural attractions, which will offer
better experience to the tourists.
Response of RTO
The response of the RTO with respect to the planning action of the Sunshine Coast is one
of the main features of the DTP that will help in linking it directly with the targets that have been
set by the state so that the value of tourism can be doubled. It will also help in recognizing the
challenges and the opportunities that are present on a local level so that the assets can be
developed according to the needs of the marketing. These assets such as the development of the
infrastructure along with proper transport facilities will help the destination in becoming a
famous attraction among the tourists.

12TOURISM PLANNING
Challenges, opportunities and limitations
Challenges
 The fragmentation of the transportation services, which is the lack of the networks that
are present in transport
 The proportion of unoccupied dwellings in private are high
 Diversity that is present in the options for accommodation is lacking
 Failure in attracting a mass of tourists as most of the attractions have been closed down
 Accommodation is limited in meeting the needs of the business or the conferences
 Lack of conference facility
 The green corridors are lacking due to the factor of urbanization
Opportunities
 Use of the land, planning of the town and the design of the urban areas will help in the
development of the tourism
 Sunshine coast needs to be positioned as a leader in sustainable tourism
 Development of more events and conferences that will help in attracting tourists
 Alternative modes of transport needs to be available so that it can provide proper
connection between services and the infrastructure
 Protecting and preserving the natural attractions by investing heavily
Limitations
 Infrastructure and tourism product needs to be developed so that it can help in reflecting
the place in a proper manner

13TOURISM PLANNING
 Natural attractions will help in developing the opportunities so that the growth of natural
activities can be increased
 Infrastructures that are green needs to be developed so that it can provide sustainable
development of tourism
 Population will increase within the next 20 years along with an increase in aged and
experienced population
 The products of tourism needs to be developed so that it can support the lifestyle that is
associated with the coastal lifestyle (Don’t risk it!, 2017)
Timelines
Before Now Future
2025 plans (State) - By 2025: Total
Queensland OVE:
$33.8bn (supporting
over 100,00 additional
jobs)
- Queenslands share of
total Australia OVE:
23.4% - 26.0%
- Queensland Brand
Equity Index: 3.3
2020 goal (nation) - Achieve more than $115
billion in overnight spend
Improvement on plans
These plans will help in building strong partnership that will help in working together
with the government so that the planning and the policies can be effective in nature. The

14TOURISM PLANNING
community needs to be engaged so that they can also be responsible for making the place better
for tourism.
The culture and nature of the opportunities that are present in tourism needs to be
maximized with respect to the arts, culture, heritage and the indigenous experiences with respect
to tourism. Access to the national parks need to be encouraged by developing better
infrastructure so that it can grab the attention of the visitors (cdn-teq.queensland.com, 2017).
Linking the strategies
Regional State National
Growth of the important
events
Will help in attracting more
number of visitors
Major events can be focussed
in one particular region
Digital marketing needs to be
improved
Information can be dispersed
in a better manner
Will help in advertising the
destination
Development of experience
based on nature
Conservation of the natural
parks
Rise in the flora and fauna of
Recent response of RTO
The RTO has responded in a positive manner towards the development of the Sunshine
Coast tourism plan by accepting the development of the infrastructures so that it can help in
supporting the visitors. Apart from that, the conservation of the natural parks will help in
protecting the wildlife, which will help in attracting the visitors as well.

15TOURISM PLANNING
Impact of GFC on national, state and regional areas
Regional State National
Rise in the defaults of home
mortgages
Rise in defaulters among the
population
Heavy debts
Decrease in international
tourists
Loss of brand image and
financial loss
Decrease in employment Loss of jobs High rate of unemployment
Effects of CC and Kyoto/Copenhagen/Rio/Paris agreements on tourism policy
The scale of uncertainty within the country has increased due to the change in the
climate, which has hampered the process of communication between the national and the
regional bodies. The small and the medium enterprises that are part of the tourism industries
have to adapt themselves so that they can relate it to the government of the states. The change in
the landscapes has reduced the demand of tourism, which created an impact on the economies
and the spirit of the community on a regional basis Why we can ignore Rio, Copenhagen and
Kyoto, 2017).

16TOURISM PLANNING
Reference List
Australian Regional Tourism Network > Home. (2017). Regionaltourism.com.au. Retrieved 23
October 2017, from http://www.regionaltourism.com.au/
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
cdn-teq.queensland.com. (2017). Cdn-teq.queensland.com. Retrieved 23 October 2017, from
https://cdn-teq.queensland.com/~/media/4a485818787c492599513012bc0d4927.ashx?
vs=1&d=20170627T132041
DON’T RISK IT!. (2017). icrtourism.com.au. Retrieved 23 October 2017, from
http://icrtourism.com.au/wp-content/uploads/2013/11/2_Dont-Risk-It-for-RTOs.pdf
Dwyer, L., Pham, T., Forsyth, P., & Spurr, R. (2014). Destination marketing of Australia: Return
on investment. Journal of Travel Research, 53(3), 281-295.
McIntosh, J. L., & Howe, C. L. (2014, November). Road Safety Management in Australia:
Building capacity through coordinated action. In Australasian Road Safety Research
Policing Education Conference, 2014, Melbourne, Victoria, Australia.
Mistilis, N., Buhalis, D., & Gretzel, U. (2014). Future eDestination marketing: perspective of an
Australian tourism stakeholder network. Journal of Travel Research, 53(6), 778-790.
Mohsin, A. (2015). Tourist attitudes and destination marketing—the case of Australia's Northern
Territory and Malaysia. Tourism Management, 26(5), 723-732.
Moscardo, G., & Murphy, L. (2014). There is no such thing as sustainable tourism: Re-
conceptualizing tourism as a tool for sustainability. Sustainability, 6(5), 2538-2561.

17TOURISM PLANNING
Muskat, B., & Muskat, M. (2016). Tourism Development in Australia.
Prideaux, B., & Thompson, M. (2017). 8 Impact of Climate Change on Tourism in World
Heritage Sites. Nature Tourism, 82.
Pulendran, S., Speed, R., & Widing, R. E. (2013). The antecedents and consequences of market
orientation in Australia. Australian journal of management, 25(2), 119-143.
Rose, N. (2017). Community food hubs: an economic and social justice model for regional
Australia?. Rural Society, 26(3), 225-237.
Tourism fears a big hit. (2017). Theaustralian.com.au. Retrieved 23 October 2017, from
http://www.theaustralian.com.au/archive/travel-2015-pre-life/tourism-fears-a-big-hit/
news-story/586d73a125713680dc880039926d61eb
Van De Vijver, E., Derudder, B., O’Connor, K., & Witlox, F. (2016). Shifting patterns and determinants
of Asia-Pacific tourism to Australia, 1990–2010. Asia Pacific Journal of Tourism
Research, 21(12), 1357-1372.
Why we can ignore Rio, Copenhagen and Kyoto. (2017). Theaustralian.com.au. Retrieved 23
October 2017, from http://www.theaustralian.com.au/business/business-spectator/why-
we-can-ignore-rio-copenhagen-and-kyoto/news-story/
102444463e88abde2169ce4aa4313cfd