OQTA Marketing PlanExecutive Summary Of the 185,000 holiday/leisure visitors to Outback Queensland in the year ended December 2002, origin statistics identify composition as follows: • Intrastate 49%
The OQTA is aiming to increase total visitation for holiday/leisure to 215,000 visitors within 3 years (an increase of 10.81%), but at the same time altering market share and segmentation, thus increasing yield. Targets are: • Intrastate 97,000 (45% market share)
Ultimately, the OQTA wants to: • Increase total visitation
The OQTA currently has a core funding base of $486,000 provided by Tourism Queensland, Shires and Members. Through Co-operative activities and other means this amount is "leveraged" to $913,000 ? approximately double. In addition, Tourism Queensland has allocated an additional $100,000 for campaign activity and there are reasonable prospects of additional co-operative operator funding. A core Marketing Budget of $350k for 2004/05 and $420k for 2005/06 has therefore been determined. In many respects the Northern Territory, New South Wales and Queensland Outback products are complementary ? especially for the drive-market ? and co-operative/cross-selling would not be inimical to mutual interests. Over the period 1998 to 1999, tourism contributed 5.1% to Gross Regional Product (GRP) in the Outback Region ($164m). Target Markets include: • Domestic
Domestic visitors spent an average of 4.5 nights in the Outback region in the year ending December 2003, down from 4.8 nights in the year ending December 2000. International visitors spent an average of 3.0 nights in the Outback Queensland Region over the 2 years to December 2003. Seasonality is quite dramatic in the Outback with room occupancy fluctuating from approximately 31% in the low season to approximately 68% in peak season. Monthly occupancy levels for commercial accommodation in the Outback region were consistently highest between July and September and lowest between December and January. Over the two years ended December 2003, the peak season for all domestic visitors and holiday/leisure domestic visitors occurred from July to September (38% and 48% respectively). Domestic visitation was lowest between January and March (10% and 4% of the total domestic and holiday/leisure visitors to the region, respectively). Over the two years ending December 2003, international visitation to the Outback was lowest between January and June. International visitation was highest between July and September (31% and 33% of the total international and holiday/leisure international visitors respectively). The 'Grey Nomad'/Big/Grand Tour market remains the core market segment. The requirement is to retain this segment while attracting new, higher yield segments and expanding the high and shoulder season markets. The planned Marketing Initiatives are set out in the Table at the conclusion of this Plan. Download the full OQTA Marketing Plan ( Adobe Acrobat - 621.591KB ) |
