Collaboration in Tourism: An All of Community Approach

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Collaboration in Tourism An All of Community
Approach

• Cam Charlton
• Director
• Kleinhardt Business Consultants

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Tropical North Queensland

• A Case Study of Collaboration at its Best!

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Early 80s and beyond The state of the TNQ
economy

• Sugar in doldrums
• Tin mining disappeared
• Seafood suffering competition from Asian
  aquaculture
• Timber disappeared with world heritage
• Tobacco losses
• Dairy deregulation
• Etc, etc, etc

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Tourism in TNQ

• Had it not been for the development of tourism,
  the TNQ economy would have been a basketcase!!

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Do we need any better example to demonstrate
that

• Tourism is everybodys business!!!

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Tourism in TNQ

• It didnt just happen by itself!!

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Tourism in TNQ A Case Study of Collaboration at
its Best!

• A wonderful story of how a number of keen
  fishermen, who didnt even have a pond, were
  ultimately able to catch bucketloads of fish!!

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Fundamental principles

• We will never have enough resources to do what
  needs to be done
• We therefore have to effect leverage
• It is not so much what we do but what we cause
  to happen!!

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Fundamental principles

• We cant be all things to all men or women
• We must focus our energies on where we can get
  best results
• There is strength in unity collaboration

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Fundamental principles

• Whilst we are to be a membership based coy, we
  cant be excessively concerned with servicing
  individual members
• Our business model must be robust enough to stand
  the test of time and changes in personalities

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Fundamental principles

• Our main focus will be towards
• Destination promotion marketing, and
• Destination management

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Leverage and partnerships

• TA, TQ, CPA, Other RTOs LTOs
• CAST (eg Osaka)
• Cairns City Council
• Advance Cairns
• many, many others
• many, many industry members

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Queensland Tourism Industry Structural Framework
Model
Consumer
Private Enterprise
Government
Supplier
DVTA (DTO)
Local Government
PDDTA (LTO)
Local
CTTA (DTO)
TTNQ (RTO)
Regional
Aust Tourism Export Council (ATEC) TNQ Branch
Cairns Port Authority
Qld Tourism Industry Council (QTIC)
Tourism Queensland
State
Aust Tourism Export Council (ATEC)
National Tourism Alliance (NTA)
Tourism Australia
National
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The Korean Amway Experience

• Business tourism collaboration at its best!!

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The Superyachts Experience

• Manufacturing industry collaboration at its
  best!!
• .and with significant tourism outcomes!!

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The Study Cairns Experience

• Education industry collaboration at its best!!
• .and with significant tourism outcomes!!
• .and with significant construction industry
  outcomes!!

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Relevant Market Industry Trends

• Low cost point to point airline models
• (airlines dont fly to airports, they fly to
  destinations)
• Increasing destn competition (domestic int)
• Increasing repeat visitors (been there done
  that!)
• Increasing fly flop
• Increasing climate change concerns
• Increasing skills shortage
• Increasing distn costs margin squeeze
• Consolidation of industry players

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Relevant Regional Trends Opportunities

• Need to protect preserve character appeal eg
  caps? Architecture, clothing
• Need to develop incremental industries eg
  tropical foods cuisine clothing etc
• Common needs / opportunities eg research,
  compatible branding, common themes etc
• Need for new avenues for corporate growth

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Focus for the past future

• To increase visitor numbers
• To increase length of stay
• To increase repeat visitation
• To increase yield

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Areas of Focus for the Future

• Strategically focused destination promotion
  mktg to traditional, new emerging target mkts
  segments
• Ramp up destination development in sub regions, a
  la Great Tropical Drive, and throughout Cape York
  Torres Strait
• Continue to build the quality of the tourism
  experience
• Preserve the collaborative culture

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Sub Regional Destination Development

• Starting at the beginning, with the opportunity
  to get it right!
• Need for comprehension of the impact of tourism
• The community can determine the character of the
  destination and of the extent of tourism
• Need for community tourism development plans

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Our opportunity

• Our Tourism Tropical Expertise
• Our destination our industry are our showroom

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• Thankyou
• o
• Questions and comments are welcome.