Plans and strategies

Townsville Enterprise develops a number of plans and strategies in partnership with industry associations to assist operators in several tourism-related areas. This includes developing strategic tactical marketing campaigns and highlighting attractive opportunities for promotion. All members have the opportunity to benefit from this resource and expertise.

Destination Management Plan
North Queensland Tourism Opportunity Plan
Tourism Marketing Plan
Tourism Queensland Co-operative Marketing Activity
Reef Prospectus

Destination Management Plan
The Destination Management Plan for Townsville North Queensland was developed through research and consultation and is used as a basis to engage regional tourism stakeholders on tourism development and marketing issues. It is developed through research and consultation and the key ideas and strategies outlined in the plan will inform the action plans of other stakeholders with an interest in the sustainable development of tourism in the region. The document is updated every three years to stay relevant.

Download a copy of the 2007-2010 Destination Management Plan.

North Queensland Tourism Opportunity Plan
The Tourism Opportunity Plan (TOP) provides direction for the sustainable development of tourism in the Townsville North Queensland region to 2019.

The TOP aims to:
• Identify new and upgraded tourism product that meets future visitor expectations and demands,
• Identify the need for new investment in infrastructure that supports the ongoing development of tourism,
• Provide relevant research-based information on tourism supply and demand, and
• Provide an agreed focus and mechanisms for engagement with the tourism industry, infrastructure providers and private investors.

Download your copy of the  North Queensland Opportunities Plan.

Tourism Marketing Plan
Find out if you can take advantage of any of Townsville Enterprise’s tourism marketing activities for 2009/10 to promote your own business and build awareness of Townsville as a desirable destination. The marketing activities range from cooperative advertising opportunities to free-of-charge campaigns and are available for small business supporters and sponsors.

Download the Tourism Marketing Plan.
(Document supplied as PDF)


Tourism Queensland Co-operative Marketing Activity
Tourism Queensland compiles an annual list of activities that tourism operators can take part in, from paid co-operative advertising campaigns to promotional activities where participants offer product free of charge.

It is important to note that Tourism Queensland has changed the way it markets destinations domestically. The Global Brand Strategy is a consumer-needs-driven approach and has developed four distinct experience themes: islands and beaches, natural encounters, adventure and Queensland lifestyle to capture all Queensland products and destinations.

The Global Brand Strategy means many campaigns will be in conjunction with other regions that share a similar experiences and characteristics as Townsville.

Download the TQ Co-operative Activity calendar for the 2009/10 financial year

Reef Prospectus
The Great Barrier Reef is a wonder of the natural world and every year millions of visitors from around the globe experience its beauty. Our proximity to the reef and established port and marina infrastructure make Townsville an ideal location for the investment and development of reef-orientated tourism products.

Anecdotal evidence from established Townsville-based travel/booking agents indicates that visitor requests for reef day-trips from Townsville are common and increasing in frequency.
As the region’s peak economic development body, Townsville Enterprise is keen to further assist potential investors in the establishment of a reef day-trip operation based in Townsville.

Download our Reef Prospectus for a comprehensive overview of the opportunity.