About the project
With the challenges of the last two years still fresh in our minds, Townsville Enterprise has taken the opportunity to undertake a destination review in order to develop an updated and distinctive destination brand positioning for Townsville North Queensland (Townsville, Magnetic Island, Hinchinbrook, Burdekin and Charters Towers) in what has become an ever-increasingly competitive tourism landscape. To perform this review, Townsville Enterprise - with the direction of the Steering Committee (more below) - have appointed global destination brand experts The Lab Insight and Strategy to deliver this work.
The project is focusing strongly on developing a story for our destination which is centred on visitor/tourists’ insights and sentiments, ensuring the position is enticing to continue to attract existing markets, but also grow new markets and optimise the additional aviation access our 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.
In addition, the project is being guided by a Steering Committee of industry leaders from the region and across Australia.
