RE­VI­TAL­IS­ING PORT DOU­GLAS Key mar­kets are the tar­get

Port Douglas & Mossman Gazette - - NEWS -

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 sec­re­tary@port­dou­glascham­

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.