BX3194: Destination Management and Planning

Running head: TOURISM DESTINATION DEVELOPMENT 1
Analysis of role of events in Tourism Development in Townsville

TOURISM DESTINATION DEVELOPMENT 2
Table of Contents
Introduction......................................................................................................................................3
Role of events in Tourism Development in Townsville..................................................................3
SWOT Analysis of the destination event.........................................................................................4
Strengths......................................................................................................................................5
Weaknesses..................................................................................................................................5
Opportunities...............................................................................................................................5
Threats.........................................................................................................................................6
Data summary..................................................................................................................................6
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

TOURISM DESTINATION DEVELOPMENT 3
Introduction
As opined by Jin, Hu & Kavan (2016), tourism destination management has significant
importance in tourism and contributes to the economic development of countries. There are
several tourism destinations in the world but not all of them are able to derive benefits of the
tourism industry development. According to Sangchumnong (2018), destination management is a
collaborative efforts of all the elements that makes a destination attractive to the tourists. The
elements include the attractions, basic amenities, services, access, and marketing. As identified
by the results in Statista (2019), tourism is one of the largest industries in the world which has
seen immense opportunity for innovation and growth of a country. The following report will
discuss on role of events in tourism destination development that would help Townsville to host
food and wine festival and derive significance benefits. The primary objective of doing this is
identifying strategies and significant contribution for the development of Townsville. As
identified by Idcommunity (2019), Townsville has served many tourists in the previous years as
a desirable destination. Therefore, the use of right segmentation tools, Townsville will be able to
attract the desired audience thereby creating a positive image in the minds of tourists and
contribute to the economic development of Townsville.
Role of events in Tourism Development in Townsville
Based on the reports of Tourism Australia (2019), it has been identified that Australia
aims to make the country a desirable tourist destination by increasing the inflow of tourists and
increase visitor expenditure two significant amount by the year 2020. If the country focuses on
promoting the growth of its tourism sector, it should utilize conducting various festivals that
attracts maximum tourists. As per Tourism Tropical North Queensland (2018), the North
Queensland region has great opportunities to become a market leader in tourism sector by
making strong connections with the world capitalizing on marketing strategies. The Townsville
North Queensland has created civil tourism strategies for improving the destination management
of Townsville. As the vision stated by City of Townsville (2019), by the year 2020, Townsville
will be recognized as an entertaining and engaging visitor experience for the tourists throughout
the year. According to their experiences spectrum, a greater economic value can be achieved by
differentiating on the entertainment and experiences factors offered to the tourists. The initial
goals would include an increased expenditure on tourism activities, awareness of the experiences

TOURISM DESTINATION DEVELOPMENT 4
tourist can get, strategies for positioning in terms of learning experiences, highlighting the
strengths of destination and the inflow of revenue from tourists coming to Townsville. The
existing strategies of Townsville North Queensland includes providing 'Hero experiences'
(Tourism & Events Queensland, 2019). The hero experiences comprise of highlighting the
special places of nature, the heritage sites of Townsville, The Great Barrier Reef Centre of
Excellence and the different sports and cultural festivals celebrated throughout the year (Tourism
& Events Queensland, 2019). This provides real competitive advantage that makes Townsville a
unique and memorable experience for many tourists.
According to Eco-tourism Australia (2019), the region has also focused on the growth of
Eco-tourism within Townsville. By the end of September 2018, the total expenditure on tourism
activities accounted to $17.6 billion with a total of 22.8 million visitors raising at 3.1% visitation
growth. Furthermore, Townsville aims to increase its market share in sports tourism by 4%,
increase the share of educating visitors by 1% and 3% growth in the events conducted in
Townsville by the year 2020. Apart from this, the current strategies included the Melbourne
campaign generating approximately $6 million over the six week campaign. Tourism marketing
with the help of digital marketing techniques supported the local tourism business and promoted
a better picture of Queensland's scenic beauty. In the year 2018, Townsville North Queensland
has an estimation of $9 million in economic impact for the future years. The visitor services and
volunteering is one of the most important strategies to promote tourist attractions and
experiences with a friendly approach provided by the locals to educate the visitors about the
region. Community engagement, Townsville Enterprise events and various other strategies
contribute to the economic development of Townsville and its tourism sector.
SWOT Analysis of the destination event
As per Campón-Cerro, Hernández-Mogollón & Folgado-Fernández (2018), a successful
tourism industry is based upon the strategies utilized to improve the economic development of
any country. The tourism development of the Townsville region has been great in the recent
years due to its existing event strategies and marketing techniques to gain the attention of tourists
from all over the world. In order to analyze the success of the tourism industry and events
conducted in Townsville region, a SWOT analysis can be utilized. This will provide an in-depth
analysis on the strengths, weaknesses, opportunities and threats that can impact the community