WHO IS RESPONSIBLE FOR DRIVING TOURISM IN OUR REGION?

Is that the role of Toowoomba Regional Council as local government authorities? The former entity of Visit Darling Downs which had been set up to disrupt the current set up? Existing promoters Southern Queensland Country, or the Toowoomba Chamber of Commerce?

I say all four had a role to play ‘side by side and with the help of each other’ in promoting us, the Darling Downs region.

All these entities did a fantastic job of promoting, supporting and enabling businesses who align with them to prosper and grow, but there seemed to be no support to grow the region as a whole.

These groups, support networks, champions for the region were working for their stakeholders.

And yes, that is who they need to work for – but, as a community, we are also stakeholders and we should have been holding them accountable for growing tourism into our region.

They were all fighting for their own identity, their own purpose, and I believe their own importance.

But, within that fight, what was being lost is the focus on the region. This amazing region we all call home.

These groups (and I should also include all the relevant councils – Southern Downs Regional, South Burnett, Lockyer, Scenic Rim, Goondiwindi, Western Downs and TSBE) all needed to be involved as we all benefit from the amazing opportunities that are out there.

We need to work together to promote the amazing diversity of our region and what it has to offer.

With cheap holidays being offered both interstate and overseas, we need to be working on promoting our region to capture these tourists because, when we have, they will become advocates for our region.