Tourism Reform

Council and local tourism industry leaders have reached an in-principle agreement supporting the creation of a new, regional tourism body designed to guide the future of tourism on the Sunshine Coast.

In June 2008 the Sunshine Coast Tourism Partnership (SCTP) consisting of Caloundra Tourism, Tourism Noosa, Maroochy Tourism Industry Advisory Board (MTIAB) and Tourism Sunshine Coast (TSC) wrote to council recommending changes to council’s strategic investment in tourism.

Tourism Queensland also communicated its desire for a co-operative region delivering programs aligned by parties, raised professional standards and increased visitation to the region.

In August 2008 council resolved to consult with the tourism industry and develop a plan to restructure MTIAB to create an incorporated local tourism organisation for the central area of the Sunshine Coast.

Council also resolved to investigate with industry other possible options, particularly as a result of the Queensland Tourism Network Review – May 2008, conducted by the Stafford Group.

Government and industry agreement

Late last year, council commissioned the Stafford Group to undertake this body of work, resulting in an 'In Principle, Heads of Agreement' that reflects all parties commitments and an understanding of the reform process to now be scoped, planned and implemented.

It has been agreed:

• to form a new regional tourism body, ideally by 1 January 2010 but no later than 1 July 2010 
• Tourism Sunshine Coast will not continue to operate in its current form and will cease operations when the new region body commences 
• an independent Tourism Transition Advisory Board will ensure the changes are implemented smoothly and the industry can continue its day-to-day business in the interim without disruption 
• Maroochy Tourism Industry Advisory Board to be dissolved and a new central reference group will be appointed to oversee tourism activities in the area.

A new regional body

Council appointed a Tourism Transition Advisory Board on 16 July 2009. The board is tasked with producing and implementing a plan that ensures a seamless transition from the old tourism industry structure to the new regional body by early 2010.

The board members [PDF 79KB] have diverse and extensive legal, financial, marketing and tourism experience. Mr Michael Arnett is the chair and fellow members include Gary Smith, Simone Pearce, Peter Wade and Tony Hanmer. Sunshine Coast Councillors Russell Green and Tim Dwyer are non-voting members of the board.

The proposed new body will have a more tightly defined role as the Sunshine Coast tourism industry’s regional body and will operate at a higher, more strategic level focusing on:

• designing a strategic marketing plan for the Sunshine Coast
• securing government funding 
• providing industry training.

The new regional body will ensure a unified approach to marketing the Sunshine Coast and eliminate the competition of the past whilst protecting existing brands and local diversity in a highly competitive marketplace.

It will not compete or duplicate functions of its operational entities in each destination.

The new regional body will provide industry members with a conduit to government funding, additional promotional initiatives and market opportunities not previously available.

The next step

The Tourism Transition Advisory Board will present a detailed transition plan to council by 31 December 2009. The Board is tasked with producing and implementing a plan that ensures a seamless transition from the old tourism industry structure to the new regional body by early 2010.

Ideally, the new regional body will be established by 1 January 2010 and operational no later than 1 July 2010.

• Questions and Answers [PDF 35KB]
• Media Release – 16 July 2009 [PDF 272KB]
• Media Release – 7 April 2009 [PDF 272KB]

For more information contact TTAB's project manager Albert Stafford on or ph 0416 200 458.

Any media enquiries contact Di Ainsworth on or phone 0412 000 606.