Tourism is vital to North Stradbroke Island’s economy with future industry growth expected to benefit the island and its community. Understanding visitor needs and behaviours will help ensure the island’s tourism industry is planned to ensure sustainable and long-term development.
The Visitor Research Program will aim to provide tourism organisations, operators and others associated with tourism on the island with a clear understanding about visitor expectations and behaviour.
The project includes research into why visitors come to North Stradbroke Island (NSI), the activities they enjoy, their spending habits, travel needs and marketing influences. This information will help with the development of products, services and marketing activities tailored to meet visitor expectations and attract more business to the island.
The study will inform future investment in tourism infrastructure and development of a comprehensive marketing strategy for the island.
Department of Innovation, Tourism Industry Development, and the Commonwealth Games
- Redland City Council
- Quandamooka Yoolooburrabee Aboriginal Corporation
- Tourism and Events Queensland
- Straddie Chamber of Commerce
- Brisbane Marketing
Expected economic benefits
- A local tourism industry that meets the needs of its visitors
- Increased visitation and expenditure on the island as tourism products, services and marketing efforts are tailored to visitor expectations
- A stronger economy, as the tourism industry grows and becomes more resilient
Expected social benefits
- Informed and tailored investment in North Stradbroke Island infrastructure and/or services
- A stronger tourism industry means more local jobs and a wealthier community
Expected cultural and environmental benefits
- Broader awareness of Quandamooka culture through visitor experiences and marketing
- Environmental-based tourism products and services developed and managed in a sustainable and culturally sensitive way
Project achievements to date
- Project plan in place
- Stakeholder reference group established
- University of Queensland (UQ) team appointed to undertake research program delivery
- Visitor research methodology and program developed
- Five island residents employed by UQ as casual research assistants
- 2017/2018 survey work almost complete
Project next steps
- Analysis of 2017/18 survey results
- Complete interviews, focus groups, desktop audit and analysis of secondary data
- Report first year visitor research findings