New Tourism Plan Sets Sights On Future Growth

The next five years of tourism growth and development has been outlined in an extensive Whitsunday Region Destination Management Plan (DMP) which was released by Tourism Whitsundays last week.

The new plan provides a whole of region framework for action, with opportunities to optimise tourism in the lead-up to the 2032 Olympics.

It will run from 2024 to 2028.

The main vision for the plan has been to showcase The Whitsundays as the globally recognised Great Barrier Reef destination famous for its natural environment and lifestyle.  

This vision has been supported by extensive research and collaboration efforts to ensure every aspect of the plan is in-tune with the community and the industry as a whole.

Tourism Whitsundays worked closely with Whitsunday Regional Council, visitor economy businesses, government agencies and community members to create a plan that is both practical and aligns with broader vales.

The process to achieve this involved desktop research, workshops and focus groups, surveys and individual consultations. 

Five key focus areas was identified across the core strategy areas of destination marketing, destination stewardship and products and experience delivery:

   • Sustainable growth: ensuring expectations are aligned with community needs
   • Partnerships: developing relationships with key regional, state and federal stakeholders
   • Priority projects: includes Skyway, 4-5 star resorts on the mainland with a convention centre, Bowen marina and jetty upgrades and enhancing experiences in Collinsville and Proserpine. 
   • Sustainability: environmental stewardship and sustainable practices remain a key focus for the Whitsundays Region  
   • Funding and investment: ensuring we have the right tools in place to ensure adequate funding and investment in the region

Rick Hamilton, Chief Executive Officer of Tourism Whitsundays, said he is looking towards a bright future for tourism.

“By securing sustainable funding and fostering collaboration, we're ensuring the Whitsundays thrives as a global destination,” he explained.

“Our vision goes beyond 2032, positioning The Whitsundays as a leader in sustainable and responsible tourism.”

Julie Telford, Chair of the Board of Tourism Whitsundays, said she is thrilled with the new plan.

“I am delighted to introduce the latest tourism plan which harnesses the Whitsundays' potential for the next five years, focusing on sustainable tourism and honouring Traditional Custodians.

“By working together, we'll grow the economy responsibly while creating immersive visitor experiences."

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Rick Hamilton, Chief Executive Officer of Tourism Whitsundays and Julie Telford, Chair of the Board of Tourism Whitsundays taking a look at the new Whitsunday Region Destination Management Plan. Photo credit: Jake Greenfield

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