Tourism Planning: Comprehensive Report on Queensland Tourism Strategy

This report analyzes Queensland's tourism planning, focusing on the strategic marketing plan and its alignment with the state's vision to increase tourism. It explores the main approaches, including positioning Queensland's assets to drive growth, and outlines the corporate objectives such as increasing overnight visitor expenditure. The report details the outcomes aimed for, emphasizing unique value propositions and partnerships. It identifies key themes like eco-tourism and culture, addresses challenges such as market competition, and highlights the principles guiding sustainable tourism development. Aspects of the state strategies relevant to regional tourism, especially the Sunshine Coast plan, are examined, including the RTO's response. Challenges, opportunities, limitations, timelines, and improvements to the plans are discussed, along with the impact of global events like the GFC and climate change agreements on tourism policy.

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

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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

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

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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

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 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:

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 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.

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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

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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.

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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).

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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).

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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:

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 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.