This North Stradbroke Island Economic Transition Strategy (NSI ETS) project includes developing and conducting a five-year coordinated marketing campaign to increase awareness of North Stradbroke Island's world-class natural beauty and increase local, interstate and international visitor numbers and expenditure, with a focus on attracting visitors in the tourism low season.
The objective is to increase awareness of and promote sufficiently established tourism products experiences and cultural events on the island as well as new visitor experiences where they align with visitor expectations and demand to ensure that industry growth is sustained.
It includes promoting the island's unique cultural and environmental assets, including points of difference to other destinations, with the aim of growing the island's tourism economy in a sustainable and culturally appropriate way.
The project is being led by the Straddie Chamber of Commerce (SCoC), building upon the ‘Signature Straddie’ program which Tourism and Events Queensland delivered in recent years in close consultation with the SCoC.
This NSI ETS projects development will include close collaboration with the Department of Tourism, Major Events, Small Business and the Commonwealth Games, Quandamooka Yoolooburrabee Aboriginal Corporation (QYAC), Tourism and Events Queensland, Brisbane Marketing and consideration of Redland City Council's Tourism Strategy and Action Plan.
As project lead the SCoC will:
- deliver an integrated marketing campaign to improve promotion of key events and island attractions
- develop and maintain an annual North Stradbroke Island Events Calendar to promote events and festivals on the island.
Growing local tourism through leveraging the island's competitive natural advantages and assets will help support sustainable, alternative industry and the island's economic growth.
Increasing awareness of North Stradbroke Island as a destination for South East Queensland, interstate and international markets is essential to growing the island's tourism economy in a sustainable and culturally appropriate manner.
Straddie Chamber of Commerce
$150,000 years 1 and 2, with remaining funds allocated over years 3-5 comprising (total project funding $1,200,000)
- Department of Tourism, Major Events, Small Business and the Commonwealth Games
- Quandamooka Yoolooburrabee Aboriginal Corporation
- Redland City Council
- Tourism and Events Queensland
- Brisbane Marketing
Expected economic benefits
- Enhanced awareness of the island as a (tourism) destination appealing to a wider demographic and new markets
- Increased tourism expenditure and economic growth
- An increase in tourism, hospitality and supporting services jobs
- Creation of a stronger year-round economy
Expected social benefits
- Create a local identity and define a North Stradbroke Island destination message
- Expand business networks connecting people through a coordinated marketing and events
- New employment opportunities created for island residents.
Expected cultural and environmental benefits
- Promote Quandamooka culture, environmental and Native Title aspirations
- Promote existing and new businesses ventures that respectfully and sustainably draw on the island's environmental and cultural strengths
- Promote the islands strengths and points of difference to other tourism locations
- Provide an enticing insight to visitors about the NSI experience.
Project achievements to date
- Submitted draft project plan to DSD for review
- Draft marketing plan commenced
- Review of market research and feedback
- Review of current stakeholder marketing activities commenced.
Next steps in project
- Finalise the project plan and gain DSD endorsement
- Establish a stakeholder advisory committee
- Continue review of current stakeholder marketing activities
- Undertake consultation with businesses operators and community to inform marketing direction
- Develop a 12 month project plan including process and timing for events calendar development
- Recruitment of relevant skills to deliver the project
- Develop and begin implementation of a first year marketing plan
- Review and update campaign progress annually, reporting through to the NSI ETS Implementation Committee
- Meet funding agreement requirements and milestones
- Submit a final year completion report for consideration as part of future marketing beyond the life of the NSI ETS.