Destination Management Plan: The Case of Tropical North Queensland

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Destination Management Plan: The Case of Tropical North Queensland
            A destination management plan is a building plan established for managing and building the visitor economy for a known destination. The document is effective in presenting and capturing crucial information about a destination, the actions, and learning which are identified through a process of destination management. The government of Queensland has continued to focus on promoting the growth of the tourism industry in the region, through an increased expenditure. In 2020, the Queensland government allocated approximately $15 billion to support tourism, a value which was more than the one presented in 2012 by 100% (Huveneers et al., 2017). This paper presents a destination management plan for Tropical North Queensland. Specifically, the paper provides an overview of the region, the major tourist markets, the tourism experiences provided for the people, opportunities, challenges, and instances of future development.
Overview
            Tropical North Queensland is one of the potential tourist destinations which is known to have a long-standing reputation for being entrepreneurial and innovative and continually values the power that comes from its natural resources and culture when it comes to attracting visitors. Notably, it is clear that the region’s competitive advantage is founded on its current and continued health attached to natural assets (Maxwell et al., 2021).
            Tropical North Queensland is a region which is available in the state of Queensland in Australia which is located in the north of latitude 23.5 degrees within the south part of the tropical latitude (Maxwell et al., 2021). Tropical North Queensland is one of the most diversely beautiful destinations with powerful Australian tourism stories. The region is known to be a desirable tourist destination which has the most thriving destinations (Maxwell et al., 2021). The Cairns is known as the area which offers the gateway to the Great Barrier Reef. Notably, the Great Barrier Reef is known to be the largest reef system available in the world composed of more than 2,900 individual reefs (Maxwell et al., 2021). Every year, people from across the globe will travel to the reef for recreational purposes such as snorkelling, swimming, and diving with multiple marine species which consider the reef as their home.
The region has several tourist markets which further places it at the top of the list when it comes to the most suitable tourist destinations noticed across the globe. When in the Tropical North Queensland, a person can combine relaxation and adventure as they are provided with the chance to see some of the greatest natural wonders available in the world. Noela et al. (2018) record that Tourism present in the Tropical North Queensland forms a backbone of the region’s economic growth and sustainability.
Major Tourist Markets
            Tropical North Queensland has several major tourist markets offering leisure holidays as its primary product delivered for its primary market segment. Other strong markets evident in the mentioned tourist destination includes Sports and Leisure Events, and Business Events. The current market for the region includes Regional Queensland and Brisbane which is located approximately 600km radius of the Tropical North Queensland. Melbourne and Sydney are also markets which have offered a requisite growth opportunity (Kovačić et al., 2020). Wishaw et al. (2020) indicate that in Tropical North Queensland, the psychographic segmentation process has been implemented to define the current target market segment whereby the current segments are categorized as the Leisure Connectors in the Regional Queensland and Brisbane. In Melbourne and Sydney, the current market is known as Active explorers and Social Fun seekers (Kovačić et al., 2020).
According to Šaparnienė et al. (2022), All the tourism promotional and developmental activities depend on the needs of the consumers. The current target market for Tropical North Queensland includes the group of consumers who have been identified for the development to attain a long-term potential for the region. The current market is divided into several tiers such as Tier One, Tier Two, and Tier Three. Tier One includes the connectors in Regional Queensland and Brisbane located within Tropical North Queensland estimated to be within a 600 km radius. The social fun-seekers include the people from Melbourne and Sydney. In addition, tier one is also composed of the United Kingdom, New Zealand, USA, Japan, Germany and China which are also the current markets of tropical North Queensland (Nurlaela, 2018).
 

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