Australia’s Nature Coast silver in Australian Tourism Awards a “triumph for regional tourism co-operation”
The announcement of Australia’s Nature Coast winning silver for ‘Destination Marketing’ in the Australian Tourism Awards is a “triumph for regional tourism co-operation” say the joint-instigators of the campaign, Visit Sunshine Coast (VSC) and Invest Fraser Coast (FCO).
Australia’s Nature Coast (ANC) took out the silver award for ‘Destination Marketing’ in the prestigious Australian Tourism Awards, announced on Friday night at the Melbourne Convention and Exhibition Centre.
ANC was second to winner Wine Food Farmgate (VIC) and ahead of Peterborough Tourism (SA); Australia’s North West Kimberley Bucket List (WA); Unspoilt South Coast (NSW) and #RideNorthTas (TAS).
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, nature trails and adventure activities.
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.
In the 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.
The awards were attended on behalf of ANC by Visit Sunshine Coast CEO, Simon Ambrose, and Invest Fraser Coast interim General Manager, Leigh Bennett.
Mr Ambrose 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.’
“With Qantas now starting regular daily services direct into Sunshine Coast Airport we have even greater potential to attract international visitors and will be working closely with the Fraser Coast to maximise opportunities.”
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 won the Queensland award and went so well in the Australian Tourism Awards. The silver prize is a tribute to both our world class product and fabulous tourism operators across both regions as well as 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