Destination review calls for community input
Regional tourism organisation (RTO) lead for Townsville North Queensland, Townsville Enterprise, is calling for community involvement in what will be the biggest evolution of the region’s tourism brand in over eight years.
With the support of an industry steering committee comprising of local and national industry experts, the project partner and global destination brand experts The Lab Insight and Strategy have been tasked with developing a distinctive destination brand positioning for the region to capitalise on the new-age traveller in a post-pandemic environment.
Townsville Enterprise Director Visitor Economy and Marketing Lisa Woolfe said the timing was right for the destination to undergo a review, to gain a competitive advantage in an ever-increasingly competitive marketing environment.
“With the challenges of the last two years still fresh in our minds, but a clear tourism roadmap ahead and international visitation on the rebound, Townsville Enterprise has taken the opportunity to undertake a destination review to develop a new platform to promote our region of Townsville North Queensland, which includes Townsville, Magnetic Island, Hinchinbrook, Burdekin and Charters Towers,” Ms Woolfe said.
“The project is focusing strongly on developing a story for our destination which is centred on tourists’ insights and sentiments, ensuring the position is enticing to continue to attract existing markets, but also grow new markets and optimise the additional 400,000 aviation seats the region has recently secured.”
“Using in-depth digital reviews, focus groups, mobile data insights and qualitative forums, consumer research is key to optimising the destination's best-known assets and uncover future tourism development opportunities.”
While the strategy and consultative work being delivered by the project focuses strongly on traveller intent, an understanding of local sentiment is just as vital.
“It is critically important for us to develop a brand positioning which is driven by consumer insights but also supported by local stakeholders and the community, to harness the vision of those who live and breathe our region.”
“We’re asking our community to join the journey as we uncover our new destination brand and encourage locals to have their say with a short online survey.”
“The project is an exciting milestone for our region, as we also work in tandem to also deliver a Tourism Masterplan for Magnetic Island, and our destination presence grows nationally following successful travel campaigns conducted throughout the pandemic – we can’t wait to see where the project takes us.”
“For this project, the saying rings true that it’s not just about the destination, but the journey to get there, and want the Townsville North Queensland community on this journey with us.”
All anonymous submissions to this survey are required by Wednesday 16 March. Have your say on the new tourism destination brand START SURVEY
Keep up to date with the project by visiting https://www.townsvilleenterprise.com.au/tourism/-townsville-north-queensland-rebrand-project/
