Top 10 “game-changers” for Townsville North Queensland
With tourism in Townsville North Queensland contributing over $1.26 billion to the regional economy each year and listed just outside the top five employers in the region employing over 6800 locals, setting a strategic direction to reinvigorate the tourism landscape has become a strong focus for Townsville Enterprise (TEL), and – collaboratively – the region as a whole.
Townsville Enterprise CEO Patricia O’Callaghan says that while the tourism sector remains a key player in the strength of our regional economy, visitor numbers have largely remained flat for the past two decades, heralding a change in strategic focus and long-term product pipeline generation to attract the modern-day tourist.
“As the tourism market evolves to accommodate a new breed of traveller and respond to the global trend of eco-tourism and sustainable travel, it is important we know who we are, and redefine the products we have to offer to compliment the extraordinary natural beauty we already have the pleasure of sharing with visitors to our region,” says Patricia.
Working in consultation and endorsement from Townsville City Council, Charters Towers, Burdekin, Hinchinbrook and Palm Island councils, state government, TEL’s Tourism and Events Strategic Advisory Committee (SAC) and more than 160 local business operators, Townsville Enterprise has developed The Product and Experience Development Plan (2019-2024).
The plan, officially launched at this year’s Townsville Enterprise Annual General Meeting, is designed to set the strategic direction for the region’s tourism industry, identify enabling strategies and projects and provide a list of priority projects that will support tourism growth over the next five years.
“Not only does this plan help us identify who we are but it’s also an exciting platform for regional collaboration to deliver projects of real significance, not only for the tourism sector, but for North Queensland as a whole,” says Patricia.
“The next five to 10 years are going to see tourism in Townsville North Queensland evolve from being an industry, to a movement – leaving travellers to our region feeling enlightened and inspired.”
1. Multi-Day Eco Trail Development Status: seeking funding for business case
Ecotourism is a fast-growing industry focused on increasing appreciation and understanding of natural and cultural assets. The development of a multi-day hiking and mountain biking trail in collaboration with traditional owners and local communities will unlock significant economic and tourism benefits and be a driver of both domestic and international visitation.
2. Museum of Underwater Art (MOUA) Status: underway, seeking funding for Stage 3
The MOUA investment builds on one of the region’s great strength’s – educational tourism – and will see a series of sculptures that are tied together through the theme of Great Barrier Reef management. The works planned will be created under the stewardship of the World’s leading underwater sculptor – Jason deCaires Taylor, with support and engagement from local community artists.
3. Year-round major events Status: strategy under development
With the growth recently seen in the events sector and development of new event facilities, North Queensland Stadium, there is an opportunity to take a strategic approach to acquiring and developing a Major Events Calendar, positioning the destination as the events capital of regional Australia.
4. DriveIt NQ Status: seeking funding
The DriveIt NQ precinct will address the need to support driver education and motorsport in Townsville. For tourism, this project will enhance Townsville’s profile as a motorsport events destination, building on the success of the annual Townsville Supercars and contribute a significant amount to the local economy.
5. North Queensland Country Club Resort and Equestrian Centre Status: EIS process
A world class country club resort and equestrian centre that exemplifies the North Queensland character and the region’s natural landscapes and experiences. The resort will be located on 440ha of coastal lands located in Townsville’s Northern Beaches, near the residential village of Toolakea.
6. The Cromarty Wetlands/Wongaloo Conservation Park Status: stakeholder engagement
The Cromarty Wetlands – situated in the Burdekin – is famous for its diversity of wildlife, including some 255 species of birds. The bird watching market is rapidly growing, with an increasing number of birdwatchers travelling to long haul destinations to spot new birds that cannot be seen in their own country or region.
7. Walking trail development ñ Magnetic Island Status: seeking funding
The trails network is a major method of transport on the island for visitors and locals and stakeholder feedback has identified pathways and bush walking tracks as an important part of the Magnetic Island experience. Currently, this network is not well linked and treated as individual pathways and bush walking tracks; providing an opportunity for re-development.
8. Kernow Charters Towers Status: under construction
Set in beautiful rolling grounds of 200 acres, Mosman Hall was a large psychiatric hospital built on the outskirts of Charters Towers. Opened in 1954, the wards and administrative buildings were soundly built using materials and designs so reminiscent of the era that a visitor can step back in time. The area is now being quickly converted and redeveloped into a sophisticated tourism resort.
9. Reef HQ Great Barrier Reef Aquarium redevelopment Status: seeking funding
Reef HQ Great Barrier Reef Aquarium is home to the world’s largest living coral reef exhibit, a natural resource that receives approximately 140,000 visitors annually. Much of the facilities infrastructure is beyond end-of life and as developments surrounding Reef HQ Aquarium progress, the facility’s appearance is outdated in contrast.
10. Townsville Marine Tourism Precinct Status: funded
A major transformation of Townsville’s ferry and bus transport system, the Marine Precinct development will include new ferry berths, facilities for buses, a commercial precinct and a brand new 90-room hotel.
