Ex­ec­u­tive sum­mary of the MBS re­port

Port Douglas & Mossman Gazette - - BUSINESS -

Port Dou­glas has a unique nat­u­ral en­vi­ron­ment and an econ­omy de­pen­dent on tourism 2006 marked a ma­te­rial (20 per cent) col­lapse in the tourism mar­ket and un­timely in­vest­ment in cheap accommodation as­sets This has re­sulted in Port Dou­glas un­der­per­form­ing some com­peti­tors and ex­pos­ing in­her­ent com­pet­i­tive weak­nesses Port Dou­glas does not have a co­or­di­nated re­sponse to the de­cline and stake­holder groups have dif­fer­ent agen­das Port Dou­glas is in a down­ward spi­ral on the road to “tourist mas­si­fi­ca­tion” (Di­lu­tion or loss of pre­mium des­ti­na­tion sta­tus) Mar­ket­ing is un­der­funded, con­straint by Tourism Queens­land and align­ment with tourist ex­pec­ta­tions can be im­proved Drive tourism growth: fo­cus the breadth and depth of Port re­sources to re­store the al­lure of Port Dou­glas Fo­cus mar­ket­ing: tar­get key mar­ket seg­ments that will drive growth and re­verse the “mas­si­fi­ca­tion” trend Stim­u­late in­vest­ment: se­cure “public” in­vest­ment and cre­ate en­vi­ron­ment to at­tract pri­vate in­vest­ment Call to im­me­di­ate ac­tion: agree and im­ple­ment ac­tion to re­build the “heart and soul” of Port Dou­glas Im­ple­ment a process to se­cure buy-in from all key stake­hold­ers and the will­ing­ness to take out­lined ac­tions Es­tab­lish the gov­er­nance struc­ture and lead­er­ship re­quired to drive the strat­egy Agree to ac­tion plans, sys­tems and pro­cesses to man­age and mon­i­tor progress

Growth and de­vel­op­ment was un­der­pinned by unique nat­u­ral as­sets and ma­jor in­vest­ment but has seen a sig­nif­i­cant de­cline in the last five years Com­mu­nity leader and cit­i­zens must con­front and over­come sev­eral ma­jor chal­lenge to re­store Port to its for­mer glory Long term goals must be es­tab­lished and can be achieved by im­ple­ment­ing four strate­gic ini­tia­tives De­liv­er­ing re­vi­tal­i­sa­tion and growth will re­quire a strong co­or­di­nated ap­proach and a team of lead­ers that have ex­plicit sup­port of its cit­i­zens

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