Australia’s Nature Coast a finalist in Australian Tourism Awards
A destination marketing campaign which helped attract record numbers of international visitors to the Fraser Coast and Sunshine Coast in 2015 is in the running to be named Australia’s best.
Australia’s Nature Coast (ANC) – a joint partnership between Invest Fraser Coast (FCO) and Visit Sunshine Coast (VSC) – has been listed as a finalist in the prestigious Australian Tourism Awards to be judged at the Melbourne Convention and Exhibition Centre on February 5.
Following the recent victory at the Queensland Tourism Awards, ANC will now represent Queensland in the Destination Marketing category where it will vie for national honours alongside the Peterborough Tourism (SA); Australia’s North West Kimberley Bucket List (WA); Unspoilt South Coast (NSW); #RideNorthTas (TAS) and Wine Food Farmgate (VIC) campaigns.
The marketing strategy delivered record growth in European visitation to the Sunshine Coast and Fraser Coast, with the Great Beach Drive – launched earlier this year – attracting significant international and domestic interest as well.
In the most recent International Visitor Survey (IVS) for the year ending June 2015, the Sunshine Coast recorded a 10.6% increase in overseas arrivals, fuelled largely by growth in the UK (up 23.7%) and Germany (up 30.6%) – the two markets where ANC is most heavily promoted.
Similarly, the Fraser Coast enjoyed strong international growth with the IVS figures showing a 14.1% increase in overseas arrivals, including 13.8% growth in the UK market and 30.5% rise in German visitors.
Representing ANC at the Australian Tourism Awards will be Invest Fraser Coast interim General Manager, Leigh Bennett and Visit Sunshine Coast CEO, Simon Ambrose in Melbourne on Friday February 5th.
Simon said the success of the campaign demonstrated the benefits of regional co-operation in promoting a unified world-class ecotourism destination.
“Together, the destinations offer some of the best nature-based experiences to be found anywhere in the world,’’ Mr Ambrose said.
“Since consumers don’t care about regional barriers, it made sense to promote our diverse natural attractions collaboratively to provide a seamless experience for international visitors and it has paid dividends with a huge influx of new international visitors.’’
Australia’s Nature Coast brings together the only two adjoining biospheres in the world including the Great Sandy Biosphere and the Noosa Biosphere; the laid back coastal and hinterland lifestyles of the Fraser and Sunshine Coasts; stunning coastal 4WD experiences, World Heritage Listed Fraser Island, the “Home of the Humpbacks” Hervey Bay plus world class dining, accommodation, adventure activities and more.
Invest Fraser Coast’ interim General Manager, Leigh Bennett, said the campaign been a major success in the targeted European and UK markets.
“While Fraser Island is well known to international travellers, partnering with the Sunshine Coast makes sense with some fantastic operators already leveraging international markets.”
“Australia’s Nature Coast has been principally an international marketing program, but the launch of the Great Beach Drive has sparked excellent domestic interest as well. The prospect of driving 4WDs on such a spectacular and easily accessible coastline has proven a major attraction for Australians who love the great outdoors.
“We are very honoured that ANC has reached the finals in the Australian Tourism Awards which is a tribute not only to our world class product and fabulous tourism operators across both regions but the collaborative spirit, professionalism and commitment of the partnering tourism bodies,’’ he said.
Now in its third year, the ANC project team is led by key representatives from Visit Sunshine Coast; Invest Fraser Coast; Destination Gympie Region, and Tourism Noosa.
Comments are closed