REVITALISING PORT DOUGLAS Key markets are the target
PORT Douglas needs to target key market segments to drive growth and reverse the massification trend in the local tourism industry, according to the Melbourne Business School.
The MBS’S Revitalise Port Douglas report suggests implementing a marketing strategy which differentiates the region from other destinations by focusing on returning couples and families domestically and first time couples and families internationally - the four key segments with the highest spending budgets in Port Douglas.
The report calls for online marketing campaigns targeting the domestic market with images of relaxation, the tropical climate and natural environment on websites affluent Australian couples and families visit regularly considering 60 per cent of domestic visitors book online.
International tourists are more likely to book through travel agents and thembs report claims the marketing strategy needs to invest in brochures and sales material in Chinese and English to target travel agents in the UK - our largest international segment - and in China, the fastest-growing market.
The report suggests improving Port Douglas’s online presence with the latest search engine optimisations and updates, includ- ing a calendar of events to attract people.
To stimulate investment, Port Douglas needs to secure public investment and create environments to attract private investments, which will revitalise the town.
There needs to be visibility and community input on where public spending is occurring and to provide incentives for private investors to develop targeted sectors including meetings, incentives, conventions and exhibitions (MICE).
The MICE market is a significant market for Port Douglas providing a $15 to 20 million to the economy with Port Douglas hosting 120-130 business events out of 480 in North Queensland last year.
The market is forecasted to grow at 10 per cent per annum but Port Douglas needs to upgrade existing facilities to keep this large market coming.
There are three channels through which public money flows into Port Douglas, from capital works and services including road upgrades and street lighting, to the major projects Port Douglas Master Plan Implementation and through different funds and programs, including the tourism fund.
The report suggests attracting the retirement market to coincide with a changing demographics of Port Douglas and also to target the fly-in fly-out (FIFO) market - with over 90 per cent increase in mining jobs over the last five years and each job add approximately $412, 000 to the economy.
The fourth section ’Alignment and Leadership’ from the Melbourne Business School’s Revitalise Port Douglas will be analysed in next week’s edition of the Gazette, for a full copy of the report email email@example.com