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 (NSI) 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 tourism products, experiences and cultural events on the island where they align with visitor expectations and demand to ensure that visitor growth is sustained.
This 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). 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 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 NSI 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
Total project funding $1,200,000
- 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
- Expanded business networks connecting people through coordinated marketing and events
- New employment opportunities created for island residents.
Expected cultural and environmental benefits
- Promotion of Quandamooka culture, environmental and Native Title aspirations
- Promotion of existing and new businesses ventures that respectfully and sustainably draw on the island's environmental and cultural strengths.
Project achievements to date
- Established a project advisory committee consisting of key stakeholders
- Project Plan endorsed by the project stakeholder group
- Review of market research and feedback
- Consultation with business operators and community
- Marketing agency appointed to deliver marketing campaign.
Project next steps
- Implementation of 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.