Bundaberg North Burnett Destination Tourism Plan

1. Bundaberg North Burnett Destination Tourism Plan Taking Advantage of Mega Trends

2. The Orient Express • Rapid Income Growth in Eastern Markets generally (not just China) • Already seeing major growth from these markets which is unlikely to slow down • Increased international tourism growth • Matching the tastes and preferences for Chinese • Increased youth travel – more mobile and more wealthy

3. A Natural Advantage • Visitation increasingly being driven by a need to visit natural and pristine environments – especially from city dwellers • Nature must be part of the value proposition for Bundaberg North Burnett – where do the opportunities lie • Nature continues to be Australia’s greatest drawcard • Nature is enjoyed by all age groups and all nationalities – what changes is how they experience it and the depth of that experience • Australian’s prefer Australian beaches – beach holidays are best at home

4. Great Expectations • Increased focus on satisfying experiential needs and authenticity • Greater demand for specific products that meet specific needs – experiences that are tailored to meet individual requirements • Friends and relatives will continue to be an important motivation for travel and is forecast to rise • A desire to understand what makes a place tick – youth travel specifically. Also looking for opportunities for social interaction • Importance of locals understanding the impacts of tourism – which leads increased visitor satisfaction

5. Bolts from the Blue • Increase of sudden and unexpected events – both natural and politically driven (i.e wars)

6. Digital Whispers • Changes in the way people look for information on holiday destinations • Changing roles of the travel agent • Greater information/recommendation (good and bad) between travellers • Travelling with a suite of technology • Popularity of user generated content – who consumers believe and how it impacts the choices they make • Bookings made on-line • Technology impacts how people make choices • Letting the experience shine – but being supported by technology

7. On the Move • Trade leads to travel • Multi-purpose trips (business/holiday combined) • Strong trading ties with Asia • Education Exports and holiday while studying more culturally diverse population will increase connections to the world • Aviation is vital • Increase mobility

8. The Lucky Country • Increased costs of visiting Australia • Australia’s changing demographics • Diversity of interests, health, and experience within the older age bracket • Relative price competitiveness with other destinations • Overseas holidays are getting cheaper and more commoditised

9. The Impact • These trends will drive consumer motivations, decision making, economic realties and behavior for the foreseeable future • How do we leverage as part of our long term planning

10. Opportunities and Challenges 6 key Focus Areas For Destination Tourism Plan • Nature and Culture • Experiences • Markets • Partnerships • Quality, service and Innovation • Investment and infrastructure